German luxury brand Hugo Boss has opened a Chinese e-commerce website that promises next-day delivery in major cities and offers an option of cash-on-delivery for 200 cities, reports Tech In Asia.

Hugo Boss opted to establish its own e-commerce website rather than opening a virtual storefront on Chinese shopping platforms such as Tmall, despite the downsides like less passing traffic and less visibility in Chinese search engine results.

However, other luxury brands who chose to open standalone e-commerce sites including Dior, Coach and Burberry have been ranked by L2 Think Tank in its Digital IQ Index report as amongst the digitally competent brands due to their social marketing approach and web presences for Chinese customers.

High street clothing brand Zara has also opened its own standalone e-commerce website in China.