French luxury-goods company LVMH Moet Hennessy Louis Vuitton SA, looking for new ways to reach luxury consumers in Asia, Tuesday launched the Chinese-language version of its editorial-only platform nowness.com.

The website, which was created in English only in 2010, hosts a range of independent editorial content including articles, photos and videos on LVMH brands, such as Loewe and Fendi, as well as labels that aren't part of the luxury conglomerate. Notably, it doesn't do e-commerce.

The English-language site has around 95,000 email subscribers and received more than 600,000 uniquemonthly visitors in February. It also has 23 million subscribers on its YouTube channel.

China offers vast reserves of potential new fans. 'The new site capitalizes on China's significant position as a growing luxury market and the importance of digital and social media in the region,' said the website, in a statement.

Nowness is a showcase for articles on fashion, art, film, gastronomy and other cultural topics. The Chinese-language site will feature stories on local events, artists and brands. Among the features for the launch are articles on Beijing-based artist Zeng Fanzhi and work by top fashion photographer Chen Man.

Through this latest venture, LVMH is attempting to secure a foothold in social and digital media in an effort to woo a young urban Chinese population and tap into an ever-widening pool of consumers.

After a failed e-commerce venture, LVMH is experimenting with the digital wave, without trying to transform its efforts into profit, for the time being.

Though luxury e-commerce remains a nascent industry, particularly in China, other European players have already launched there in anticipation of a boom. Milan-based Yoox SpA operates its own sites as well as those of brands such as Giorgio Armani and Dolce & Gabbana, and even offers a special delivery service in the country.

Even though only a small share of luxury goods are currently sold online, LVMH is hedging its bets.

The move comes as observers are beginning to raise questions about the sustainability of the luxury industry's rapid growth in China, as what seemed to be an endless appetite for high-end handbags and designer shoes shows signs of slowing. Although most high-end retailers continue to see sales soar, the previously stellar growth rates appear to be cooling. E-commerce offers one avenue of continued growth.

Nadya Masidlover

• luxury [´lʌkʃəri]   n.奢侈(品)；享受   (初中英语单词)
• platform [´plætfɔ:m]   n.(平)台；讲台；站台   (初中英语单词)
• editorial [,edi´tɔ:riəl]   a.编辑的 n.社论   (初中英语单词)
• cultural [´kʌltʃərəl]   a.文化(上)的；教养的   (初中英语单词)
• venture [´ventʃə]   n.投机 v.冒险；敢于   (初中英语单词)
• european [juərə´pi:ən]   a.欧洲的 n.欧洲人   (初中英语单词)
• beginning [bi´giniŋ]   n.开始，开端；起源   (初中英语单词)
• appetite [´æpitait]   n.欲望；食欲   (初中英语单词)
• unique [ju:´ni:k]   a.唯一的 n.独一无二   (高中英语单词)
• monthly [´mʌnθli]   a.每月(的) n.月刊   (高中英语单词)
• potential [pə´tenʃəl]   n.&a.潜在的；可能的   (高中英语单词)
• significant [sig´nifikənt]   a.重要的；意义重大的   (高中英语单词)
• launch [lɔ:ntʃ]   vt.发动 n.发射；汽艇   (高中英语单词)
• transform [træns´fɔ:m]   v.转化，转变；改造   (高中英语单词)
• delivery [di´livəri]   n.送交；分娩；交货   (高中英语单词)
• previously [´pri:viəsli]   ad.预先；以前   (高中英语单词)
• version [´və:ʃən, ´və:rʒən]   n.翻译；说明；译本   (英语四级单词)
• trying [´traiiŋ]   a.难堪的；费劲的   (英语四级单词)
• anticipation [æn,tisi´peiʃən]   n.预期；预料；期望   (英语四级单词)
• notably [´nəutəbli]   ad.显著地；著名地   (英语六级单词)
• foothold [´futhəuld]   n.立足点；据点   (英语六级单词)
• designer [di´zainə]   n.设计者   (英语六级单词)