In Honor of Kings’ first co-creation with a luxury brand, Burberry Chief Creative Officer Riccardo Tisci has exclusively designed two skins for the mobile game’s popular heroine, Yao.
China Luxury Market
Check out China's luxury consumers' behaviors, trends, and how you can win over this consumer segment.
JD.com annual customers grew 30% to 472 million in 2020
Jingdong (JD.com) annual active customer accounts increased by 30.3% to 471.9 million in the 12 months ended December 30, 2020, from 362 million in 2019.
China’s wealthy families exceeded 5 million in 2020; there are their desired brands
The number of “wealthy families” with at least 6 million yuan (about US$930 thousand) assets in China exceeded 5 million for the first time in 2020, an increase of 1.4% over the previous year, according to Hurun Research Institute. Beijing is still the area with the most “wealthy families” with assets of at least 6 […]
China luxury consumer behavior study 2020
In 2020, the proportion of ROPO path will account for 62% of luxury product sales in China; and, “online only” will increase from 11% to 30%. China’s luxury consumers under the age of 30 increased from 48% to 50%, and the contribution of expenditure increased from 42% to 47%, according to a joint research by […]
Burberry launched its first luxury social retail store, empowered by WeChat
Burberry launched its first luxury social retail store in Shenzhen on July 31 and Tencent provides technical support empowering “Retail store + social networking”. The WeChat Mini Program “Burberry Social Retail Store” integrates the online and offline store operations.
Alibaba launched Tmall Luxury Soho, targeting Gen-Z luxury shoppers
Alibaba quietly launched Luxury Soho, a new channel on the Tmall e-commerce platform targeting young and value-conscious luxury shoppers. Coach, MCM among the first to join Luxury Soho Luxury Soho is named after New York’s fashionable Soho district. It’s created as a solution to help luxury brands attract younger consumers as well as those who […]
WeChat advertising trends for luxury products in 2020
It has been 6 years since the first advertising for luxury products appeared on WeChat Moments in 2015 and the luxury sector first tested out WeChat Advertising. WeChat as a social platform has redefined luxury product marketing, allowing luxury brands to use social and digital ways to tell Chinese customers their own brand stories. Over […]
Coronavirus outbreak’s impact on China’s consumption
The quick spreading of coronavirus has totally changed China’s usually busy and cheerful Lunar New Year period: people were required to stay at home, inter-city transportation has been largely reduced, international flights have been cut down to minimal, almost everyone has canceled their travel (unless they were already overseas), visiting friends, and out-of-home activities. Schools […]
Case study: selling luxury product through Taobao live broadcast
Feiyu Live Broadcast Competition in categories such as clothing, jewelry, and makeup is stiff in Taobao’s live streaming ecosystem and there are still opportunities in other categories such as luxury products. A Taobao Live MCN (Multi-Channel Network) Feiyu specializing in second-hand luxury products provides an excellent case for study. Since its debut on Taobao back […]
Luxury brand marketing trends in China 2019
Data-driven, social media and omnichannel are the focuses of digital marketing growth for luxury brands, while “young”, “geographic concentration” and “social” are the keywords that best describe the trend of luxury brand marketing in China. A recent report, jointly published by Tencent Advertising and Boston Consulting Group, revealed three major pain points for luxury brand […]
China luxury goods market to reach US$186 bn by 2024
Chinese consumers were expected to contribute 40% sales to the global luxury goods market and hence drive 75% of this market’s growth. 58% of luxury goods consumers were the youthful population. 58% of them located at tier-2, tier-3, and lower-tier cities. Mobile occupied 54% of luxury goods consumers’ attention. 58% of consumers prefer collecting information online and buy luxury goods through […]
Chinese luxury e-commerce platform Secoo’s active customers almost doubled in Q2 2018
The leading Chinese luxury e-commerce platform Secoo’s active customers almost doubled in Q2 2018 to 255.5 thousand from 129.3 thousand for Q2 2017. Its GMV reached 1,653.4 million yuan (US$249.9 million), representing an increase of 44.7% from 1,142.6 million yuan in Q2 2017.
How Gucci promotes its product via key opinion leaders (KOL) in China
Gogoboi, a fashion blogger who has exclusively released GIVENCHY handbags on Wechat, now works exclusively with GUCCI to launch the GUCCI 2017 Holiday series. On one hand, this is the first time that GUCCI has authorized the sale of products on a third-party platform in China. On the other hand, this also indicates that the […]
China’s luxury consumption trends in the new retail era
Three major trends are shaping China’s luxury market today: expansion of luxury brands into everyday categories, increased attention towards niche brands and personalization, and “normalization” of online sales of luxury goods. On August 21st, CBNData and Tmall published a report entitled “Luxury Consumption Trends in the Era of New Retail, 2017”. Using Alibaba’s consumer data […]
China online luxury consumption trends 2018
Deloitte released the “2017 China Whitepaper on Luxury Consumption online”, hoping to answer two questions: Who are the consumers buying luxury goods in China, and what are their consumption habits? The answers may be surprising; China is second only to the United States as the world’s largest market for luxury goods, and the average age […]