Going E

PARIS (Reuters) – French fashion brand Louis Vuitton, part of luxury giant LVMH (LVMH.PA), said on Friday it had launched an e-commerce website in China to tap a booming online shopping market.

Source: LVMH’s Louis Vuitton launches e-commerce website in China

Posited: That if your product can be sold online and you’re doing business in China, you need an e-commerce channel. Or two.

Some very smart people I’ve been talking to in Beijing believe that the best marketing in China is built with e-commerce rather than advertising at its core. Naturally, this does not apply as easily to some companies/products as it does to others.

But I keep this mantra close at hand because it reminds me that I spend too much time seeing marketing as one “P” (promotion) and not four (product, price, promotion, and place.) It also reminds me* that the only marketing that matters is the marketing that either sells more product or makes it possible to sell more product.

 

* I know, we’re marching through no-brainer country, but these things are easy to forget when you spend sixty to ninety hours a week with your head in “promotion” mode.