China is a consumer society with many demanding shoppers. The pressure on fashion labels is immense and the right marketing strategy is necessary. Young Chinese shoppers are often not satisfied with good craftsmanship or well-known names, they rather want to have meaningful interactions with the brands. In order to operate successfully in the Chinese market, luxury brands must implement the following marketing strategies.
The necessity of social media marketing should not be underestimated and the focus should be more on emotional than on rational campaigns. Furthermore, it is important to not look at China as a whole, as every city has different cultural and living standards that influence the consumer behavior. Plus, luxury brands shouldn't just focus on KOLs and influencers, but rather transform existing buyers into brand ambassadors by reposting fan pictures on their social media. Last but not least, it is also necessary that luxury brands invest in digital solutions for loyalty programs, such as discount cards with a point system.
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