Tag Archives: luxury brands
The never ending quest for new sources of insight.
Luxury brands versus the sophisticated Chinese consumer.
According to research, China has become the second largest luxury good consumption power, and it is estimated to become the largest in a few years. Savvy Chinese consumers are no longer just after brand names, and the consumption behavior varies. In China, men are the major buyers of luxury goods, approximately 45% of luxury bags [...]
China’s top advertisers in the fashion industry.
In 2012, the advertising revenue for fashion magazine ELLE and Vogue in China reached 1.48 billion and 0.65 billion. As we can see, the top 10 advertisers in both magazines are all beauty brands. The top three advertisers in ELLE are Dior, Estee Lauder and Chanel, while the top three in VOGUE are Dior, L’Oreal [...]
Luxury brands are spending more online in China.
According to iResearch, the total online advertising budget of luxury brands was about 110 million RMB from Jan-Oct. 2012, which was 10.5 million more than the whole year budget of 2011. The spending peaked on September 2012, which was 36.1% higher than the number of 2011. As of the total advertising days, luxury brands had [...]
The top 10 “digitally smartest” luxury brands in China.
A think tank for digital innovation, L2, grades brands on their carefully crafted approach to social marketing and web presences for Chinese consumers and came up with a “digital IQ” ranking list. The top 10 brands in 2012 are Estee Lauder, Audi, Chow Tai Fook, Lancome, Volvo, BMW, Buick, Land Rover, Benefit, and Burberry.
How to calculate the “digital IQ” of luxury brands in China.
The L2 Think Tank grading structure of the luxury brands’ “digital ranking” is 30 percent each for doing social media and localizing your site, and 20 percent each for digital marketing and mobile compatibility. To make the grade, brands need to do a lot of optimization, social outreach, and clever online marketing.
What Chinese luxury consumers want.
From Slideshare.net: A GroupM & CIC white paper, 2011 Luxury Brands on China Social Media indicates bags and shoes are Chinese netizens mostly talked luxury goods. Major drivers behind such online buzz are price and style. Fashion sites, lifestyle communities and luxury verticals are key buzz distributors, among which 55bbs, Yoka and Iwatch are [...]
Chinese purchase luxury goods overseas instead of mainland.
From Slideshare.net: Chinese have realised early the price of luxury goods is much cheaper abroad. However, most of people are actually unable to travel overseas as often as they’d like, so purchasing agents (Daigou, “代购”) are emerging quickly in China. Based on scale and motivation, they can be divided into amateurs, specialists and masters. Masters [...]
China social media strategies for luxury brands.
From Slideshare.net: As social media marketing plays a more important role to maximize advertising benefits in China, a detailed and thoughtful plan is a must for luxury brands to leverage social platforms. General tactics can be developed in three perspectives: platform, people and culture. An Offline to Online (O2O) campaign approach can increase brand [...]
Interaction of China netizens on Luxury social networks.
From Slideshare.net: Luxury efluencers means netizens who have influence and effective interaction with luxury fans. Based on luxury buzz content, there are 4 clear behavioral characteristics in the online community: shopaholic, style guru, fashionista, brand fan. Luxury efluencers refer to both style gurus and fashionistas. Interactions consist of conversations (opinions expressed and emotions exchanged) [...]
