In this report China-experts and digital-economy analysts DONGXii and international management consultancy, P3 group have joint to identify the crucial factors in the transformation process to lean, targeted and exciting user-journeys of the future.

We focus on the Chinese market for two particular reasons: firstly, Chinese customers will be a crucial power in the world economy. Secondly, we see the most advanced technologies, customer journeys and business models emerging in China today and finding their way to western countries (e.g. TikTok).

The report lays a special emphasis on the luxury segment, as this area faces a special challenge in the transformation to authentic digital services. True luxury has not yet made it into the digital economy. The pandemic offers new opportunities here. The activities and investments that luxury houses are making in China today, to create the customer journeys of the future will be precedents for global trends in other industries as well.

European houses and platforms are well advised to explore strategies of and cooperate with the Chinese giants in order to learn quickly and, above all, not to be displaced by them.