Group buying is back, and as luxury brands struggle to connect with consumers on the mainland, can they learn from this dynamic e-commerce trend? Image credit: Shutterstock, Gucci, Haitong Zheng
What can luxury learn from group buying?
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Retail | No 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","iv":"66e7312cd4760a0cafecf4ba6717e845","s":"351377be8fa60e98"}