7 Social Trends for Luxury Brands in China

Globally, luxury brands across the globe are making genuine efforts to satisfy and retain their customers. The Chinese market is no exception and therefore luxury brands using social media are also more relevant in this part of the world. According to a study conducted among Chinese luxury consumers by public relations firm Ruder Finn, 58% say they are influenced by WeChat and 52% by Weibo on their buying decisions. Foreign companies looking to expand in this country should not underestimate the reach of social media…

Mobile applications are on the rise!

If we modernize the traditional Chinese calendar, 2014 will indeed be the “Year of the Mobile” in China. Luxury brands quickly realized the importance of this channel and focused their marketing strategy on it. M-marketing became increasingly popular and necessary. More and more companies are developing applications that can be used on WeChat or through independent applications.

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These include an event hosted by the Burberry brand for the opening of its boutique in Shanghai, the Montblanc brand’s online game and the Louis Vuitton app.

The purpose of all these events is to give an unusual experience to the Chinese consumer so that the consumer later remembers the brand and eventually becomes a user of the brand’s services/products.


In addition, a good number of these applications are permanent like Tommy Hilfiger’s GPS which locates its stores. Even more fun, Yokes’ “Shake Your Style” application that allows you to get recommendations just by shaking your phone. This app is based on Chinese taste for recommendations from other users which greatly influence their purchases. Indeed, after several scandals affecting all sectors, consumers no longer trust the content coming directly from the brand. Conversely, a brand or products recommended by users will be seen as “trusted” and will be able to be purchased without fear. Highlighting positive recommendations and reviews from selected users can thus influence a purchase.

Premium brands also want to take advantage of this trend and have developed their own mobile applications. This is the case for Shangpin’s e-commerce application which currently generates over 50% of its mobile sales. Others have specialized in marketing applications. The Tiffany & Co. Brand App allows its Chinese customers to choose their engagement ring while learning more about how to choose the right engagement ring.

The key to success in the Chinese market is sharingwechat-hongbao

The success of social marketing in China largely depends on viral sharing on various microblogging platforms. Remember WeChat 1:1 marketing campaign focuses on sharing with family and friends. Thus these techniques allow luxury brands to bring a touch of exclusivity to their advertising. In this way, users can easily share their e-cards or offers with their friends. wechat with him electronic hongbao – Red Envelope – was able to promote its new payment service through this during the new year (a tradition where we normally give money to the youngest people). Coach also launched his hongbao Which gave users a chance to send special offers to their family and friends.

Let the Chinese consumer express himself

Combining the viral route and 1:1 sharing, luxury brands have also developed mini applications on WeChat or Weibo, allowing users to get creative. Whether through selfie contests or through personalized creations of poems in e-cards offered by the Paget brand during Valentines Day.

fashion chinaPhoto Credit: Fashion China Agency

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