In 2023, China’s luxury goods market has rebounded unevenly despite slower growth in the economy as a whole. The reopening of China’s borders presents an excellent opportunity for luxury brands to expand their reach and tap into the country’s growing consumer base, particularly among affluent Millennial and Gen Z consumers. With 956 billion yuan in transaction volume in 2022, a strong emphasis on digital channels and personalized experiences can help brands thrive in the Chinese market.
Choosing the right social media platforms is crucial for brands to succeed in China’s highly competitive digital landscape. Chozan’s recent report, China E-Commerce, Marketing, and Digital Space 2023 has highlighted key marketing insights to help brands distinguish themselves on these platforms. By understanding the preferences and behaviors of their target audience on each platform, brands can develop effective marketing strategies and maximize their ROI.
Here are key takeaways with luxury brand examples to help your brand thrive on the 5 hottest social media platforms.
01 Weibo
Use localized, authentic storytelling strategies
For luxury brands, it’s important to adopt a storytelling approach that’s subtle, sincere, and localized, emphasizing their long-standing history, traditions, and classic values. Weibo, especially during Chinese festivals, can be a powerful platform to convey pure, fresh greetings that resonate more with Chinese audiences than generic messages. Using short videos with compelling storytelling can foster deeper emotional connections with audiences and effectively convey brand messages. Bottega Veneta’s “Reunion in Motion” video, which depicted the emotions of people returning to their hometowns before Chinese New Year, is a prime example of this approach. Bottega Veneta was able to extend its reach and leave a lasting impression on Chinese consumers during the festive period.
Video content for the “Reunion in Motion”
Screenshots via Bottega Veneta’s Weibo account
02 RED
Cultivate a relatable, communal, artistic brand image
Building a community around broader themes like culture, fashion, and art is essential for brands to effectively engage with young consumers on RED. Brands need to provide a unique cultural experience to increase customer loyalty. They can do this by adding content related to popular topics, design check-in activities, or orchestrate meaningful offline exhibitions.
Screenshot from the Dior and Art collection page on RED
The RED community is willing to bestow a positive reputation upon certain luxury brands. The platform’s young users, with a strong sense of fashion and artistry, like to genuinely and vividly share their experiences. Capitalizing on the increasing interest in art exhibitions on RED, Dior created the “Dior and Art” topic to encourage users to attend its offline shows and fully immerse themselves in the brand’s culture.
03 Bilibili
Solidify emotional connections using emotionally charged content
Short films on Bilibili provide luxury brands with an effective way to showcase their cultural initiatives and seasonal shows, building long-term brand assets in the process. With its large user base and unique content offerings, Bilibili enables luxury brands to create engaging content that connects with their target audience on a deeper level. For example, Burberry’s short video “Under the Skin” successfully showcases the importance of authenticity and sincerity in brand messaging, while highlighting the brand’s cultural sophistication. The video effectively blends traditional apparel production with a modern twist, reviving cultural heritage and promoting deeper values and pursuits.
Screenshots from Burberry’s short film “Under the Skin” on Bilibili
04 Douyin
Attract customers with convenient, exciting shopping experiences
Douyin has developed a mature system for fashion and luxury content consumption, with 10 billion monthly short video playbacks and 20 billion livestreaming viewers. Douyin’s closed-loop system, which integrates technologies like AR Try-on, has also made purchasing products on the platform easier than ever. Douyin’s Head of E-commerce, Kang Zeyu has proposed the concept of interest e-commerce, which is where interest algorithms meet short videos, livestreaming and shopping.
Screenshots via Prada’s Douyin account
The #Prada Love Gift Challenge on Douyin is a great example of how luxury brands leverage the platform’s innovative technologies to create engaging, interactive shopping experiences. The AR Try-on feature for hats and sunglasses allows users to see how the products look on them before making a purchase. This not only enhances the shopping experience but also reduces the risk of returns and increases customer satisfaction. Luxury brands can stay ahead of the curve when they embrace new technologies and integrate them into their marketing strategies and Douyin has a range of features that can be used to complement the consumer journey.
05 WeChat
Excite users with gamified mini programs
WeChat’s gamified mini programs offer brands a unique opportunity to increase their social currency and attract more customers. Brands can create unique engagement with consumers through entertainment and technology. Don’t be afraid to go beyond the traditional platform features and incorporate games into your WeChat strategy. Estimates for the number of gamers in China in 2022 range from 664 million by the China Audio, Video and Digital Publishing Association to 768 million by gaming data experts Niko Partners. The latter has also published a report indicating that almost 70% of young people like learning about fashion trends and luxury brands via social platforms. Put the two together and you have a strategy that, if well-designed, is sure to be a hit.
Screenshot of Louis Vuitton’s WeChat mini program game “麻jump”
Louis Vuitton released a 3D mini program game on WeChat called “麻jump” to commemorate the opening of its first China restaurant in Chengdu. The game featured localized elements such as hotpot and skewers, set against a backdrop of hip-hop and Chinese classical music. By offering a fun and interactive experience, LV impressed young customers and showcased its creative interpretation of Chinese local culture. Incorporating mobile gaming elements into a campaign can be an effective way for brands to make a lasting impression on Chinese consumers.
Conclusion
If you want to effectively market your brand in China in 2023, it’s important to have a strong presence on Chinese social media platforms. Choosing platforms that align with your target audience and goals is crucial. For valuable insights and best practices on e-commerce, marketing, and the digital landscape in China, the 2023 Mega Report by ChoZan is a valuable resource. Whether you want to stay ahead of the competition and meet the needs of your Chinese audience with the latest Chinese marketing insights and best practices, contact Alarice. We’ll create a personalized, tailored, professional solution for you.
Sources:
http://hk.jrj.com.cn/2023/03/24153937425618.shtml
https://chozan.co/china-e-commerce-marketing-and-digital-space-2023/
https://www.chinadaily.com.cn/a/202302/15/WS63ec443ca31057c47ebaee68.html
https://baijiahao.baidu.com/s?id=1750909688002042391&wfr=spider&for=pc
