Gartner L2, a research firm, recently released a report on the luxury brands that have the most impact on social media in China. As Chinese consumers are expected to increase their investments in luxury goods and services by 2025, it is crucial for luxury brands to take advantage of the digital tools available to them.
According to a study by Tencent, a whopping 60% of Chinese consumers conduct product discovery and research through digital channels. The most prominent platform in this regard is WeChat, which boasts one billion monthly active users.
WeChat offers a unique combination of social networking and e-commerce, making it an ideal platform for luxury brands to communicate with their audience in a controlled environment. In fact, Gartner L2 found that 60% of luxury fashion brands now have a virtual store on WeChat, compared to 36% last year.
The report also reveals that Louis Vuitton has the strongest impact on social media in China, surpassing other luxury brands like Bulgari and Cartier. Louis Vuitton’s success can be attributed to its popular streetwear collections, driven by creative director Virgil Abloh, and the buzz generated by brand ambassador Kris Wu, a singer and actor.
Louis Vuitton has strategically leveraged WeChat to create “mini-programs” that cater to different uses. These mini-campaigns promote various events such as pop-up stores, new collection launches, and exhibitions like the “Volez, Voguez, Voyagez” exhibition in Shanghai. The focus of these campaigns is on providing services, creating an enjoyable experience, and driving conversions. This approach is well-aligned with the mobile-centric culture of China.
Furthermore, Louis Vuitton is taking their WeChat strategy to the next level with the introduction of “World of Louis Vuitton,” a new mini-program that combines product presentations with brand education. This program will cover seven themes, including Heritage & Craftsmanship, Foundation, Art & Architecture, Collaborations, Partner Trophies, Commitments, and Editions. By expanding WeChat’s ecosystem, Louis Vuitton aims to support a comprehensive storytelling strategy.
The top 10 luxury brands in Gartner L2’s digital ranking for China include Louis Vuitton, Bulgari, Cartier, Gucci, Montblanc, Coach, Tiffany & Co, Piaget, Burberry, and Chow Tai Fook.
Useful links:
– WeChat Official Website
– Louis Vuitton Official Website
