Describe The Ten Best Luxury Brands Currently In The Digital Sector In China.

According to the world clothing shoes and hats net, mainland China Luxury goods The market began to grow again in 2016, in order to grasp the great potential of the Chinese market. brand They have increased investment in e-commerce and social media, using opinion leaders and celebrities to enhance brand influence and visibility. In the latest Digital IQ Index: Luxury China (digital IQ report: China luxury market), L2, a digital marketing agency in New York, has conducted a survey of 47 fashion and luxury brands and 42 watches and jewelry brands in China, listing the ten luxury brands currently in the Chinese word area.

For foreign brands, China's online market is very different from the west, whether search engines or mainstream social media are very different. This also allows many brands to enter China online. market Encountered great difficulties.

God cat, Jingdong or self operated electricity supplier?

L2 said that in the absence of full control over online search data, brands do not necessarily have to enter Tmall or Jingdong's two e-commerce platforms. At present, many brands choose to operate their own online platforms. And the sales of Tmall and Jingdong brands are not very impressive.

"Coach closed its online sales point at Tmall in September 2016. Only 21% of the fashion brands involved in the survey opened an official sales point in Tmall. In the report, L2 said, "watches and jewellery brands are still testing the Tmall platform, and Pandora and Tag Heuer Heuer have opened sales outlets in Tmall last year." The international business platform is growing in China. The report said: "83% of the brands sell their products on Farfetch, an increase of 12% compared to 2016, while the number of brands on Yoox, Net-a-porter and Shopbop has also increased."

WeChat potential unknown

And WeChat is the rising star of online business platform. The report said: "the direct electricity supplier and the WeChat platform have achieved rapid growth in 2014 and 2017. In 2014, only 20% of fashion brands and 14% of jewellery and watches brands owned direct business, and now the two figures increased to 40% and 38% respectively.

6% of the fashion brands and 14% of the watch brands are considering setting up WeChat sales outlets, and IWC Schaffhausen and Cole Haan Haan are selling directly through WeChat channels. The report said: "the vast majority of brands in WeChat channel are only one-off Limited sales, so the specific potential of the platform is still very uncertain."

Research shows that most brands do not like to publish their own information on WeChat: "84% of luxury brands publish their own international store information on the website, 36% of them provide information about airport sales outlets, but less than 1/4 of the brand information on overseas stores is published on WeChat. For many luxury brands, they have missed many opportunities to interact directly with Chinese overseas visitors. "

Video website and celebrity endorsement

The report shows that one of China's largest video websites, Youku's popularity in luxury brands is declining, usage rate has dropped by 16% compared with the same period last year, while the number of video browsing dropped by 85% over the same period last year. Live websites and short video sites, such as second shot, are attracting more attention. At present, the proportion of brand accounts has reached 58% in the second time, with an average of 2.75 videos uploaded every month. Compared with Youku video, the average browsing times of fashion brands and watch jewelry brands were 140 thousand 7.4 and 10 times respectively.

Nevertheless, there are also more videos in the video of Youku. For example, the 45 second ad launched by Cartier and Lu Han has gained more than 10 million hits on Youku, which is at least two times more than any other brand uploaded by any other brand.

Inviting celebrity endorsements is one of the most common marketing tools for brands. Among Chinese stars, Fan Bingbing and Tang Yan have the largest online fans group, but L2's report shows that they do not necessarily bring the highest online exposure. The report pointed out: "Liu Shishi's number of fans on Sina micro-blog is nearly 27 million 800 thousand less than that of Fan Bingbing, but her cooperation with Tory Burch is more than four times better than that of Fan Bingbing and Louis Vuitton."

In addition, if the strategy fails when choosing a co star, it will also have a serious negative impact on the brand. Dior's appointment of Angelababy as ambassador to China has made many people feel that the brand image of Angelababy and Dior is not consistent. Jaeger-LeCoultre's invitation to online video author Papi sauce has also been controversial.

"A lot of brands are looking for Chinese celebrities to speak for themselves. In the process, some brands will make wrong decisions. Before cooperation with stars, the brand should first conduct due diligence on the partners. Danielle Bailey of L2 said: "even if these opinion leaders and celebrities have a large number of fans in social media, the brand must also investigate the interest and composition of these fans, consider whether the star's personal image is consistent with the brand image, while ensuring that these stars are not overexposed, resulting in a decline in publicity effect."

Although Dior's strategy has affected their performance in China, L2's team believes that online brand diversification strategies, such as WeChat's flash buying and live streaming, will help Dior to quell consumer dissatisfaction. "Compared to those brands that rely solely on celebrity endorsements, brands that invest in various online channels will be more relaxed when facing public relations problems," L2 said.

L2's data show that Wu Yifan, the spokesman for Bulgari, is the most influential idol in China. Hu Ge, Xu Weizhou, Lu Han and Liu Yifei are also very influential stars.

Excellent performance of Burberry and Cartier

In the L2 rankings, the UK luxury brands Burberry and Cartier rank first and second respectively.

In the autumn fashion show in 2016, Burberry allowed Chinese consumers to purchase exclusive edition handbags exclusively through WeChat. In recent fashion shows, they also provided channels for Chinese consumers to buy shows, and invited mainland stars such as Wu Yifan and Dongyu Zhou to attend the show. In May, they also co operated with the opinion leader, Mr. Bao, and launched a special edition handbag on WeChat. L2 said that these strategies have succeeded in enabling Burberry to gain a competitive edge in the Chinese digital market.

During the Valentine's day of 2017, many brands including Givenchy, Dior, Bulgari and so on were all holding a special event. However, relying on their multi-channel advantages, Cartier successfully came to the fore.

"They launched 150 limited edition pink gold bracelets, and held a special Valentine's Day event in 25 different cities of China. Please go to Lu Han, Ma Sichun and other stars and opinion leaders to promote." "These bracelets are sold out within a week," L2 said. "Buyers have shared various photos in social media and have played a free publicity campaign. The promotional activities of Givenchy, Dior and Bulgari are mainly aimed at promoting the flow of stores, while the purpose of Cartier is to increase the exposure of WeChat boutiques. During the event, Cartier has set up a single day sales and sales record since the establishment of WeChat boutique. "

The list of the ten best international fashion and luxury brands currently in the digital sector in China is as follows:

Number one: Burberry, digital IQ:152

During the 2016, Burberry has improved their e-commerce sites in China, which has greatly promoted their sales in China. In terms of clothing and accessories for Baidu search engine, Burberry is the highest exposure luxury brand for paid search, and the highest paid search among mobile terminal accessories brands.

Second digit: Cartier, digital IQ 147.

Cartier is the best performing brand of multi-channel and concierge service, providing consumers with online ordering, offline picking, and online booking of goods and other services. Cartier is the top five of watches and jewellery brands in Baidu's Baidu index and Baidu search two.

Third digit: Coach, digital IQ 139.

In the two aspects of paid search and general search, Coach has performed very well. In the search for handbags that do not restrict the brand, the paid advertising coverage of Coach has reached 50%. In addition, Coach is also very popular among cross-border consumers, and the attraction of Chinese tourists to overseas is higher than that of other brands.

Fourth digit: Bulgari, digital IQ 136.

Bulgari's products cover a number of e-commerce sales channels, and are the few watches and jewellery brands sold on the fashion shopping platform Farfetch. In addition, their live broadcast with star Wu Yifan also allowed them to gain a lot of exposure on WeChat. (for more information on the cooperation between Bulgari and Wu Yifan, see the report: when 132 year old Bvlgari holds 26 year old Wu Yifan, has the standard of luxury brand choice spokesperson changed?

Fifth digit: Gucci, digital IQ 135.

Gucci ranks second only to Louis Vuitton, and is also one of the most popular brands on Sina micro-blog. The cooperation with singer Li Yuchun has increased their exposure. Gucci has also launched a iOS App in China, and has re released its official website to improve search and navigation capabilities.

Sixth place: Zhou Dafu, digital IQ:133

In the Baidu search of unlimited brand, Zhou Dafu has a very high frequency, which shows their long-term stability on mobile terminals and computer terminals. However, Zhou Dafu's marketing campaign last summer was not ideal.

Seventh place: Zhou Shengsheng, digital IQ 132

With the further integration of WeChat and Jingdong, the performance of Zhou Shengsheng on these two platforms has played a further role. In addition, by building a multi-functional flagship store, they successfully reduced the impact of the gray market on Tmall.

Seventh digit: Piaget digital IQ 132

Piaget has a high exposure rate on the social platform, and the Polo S watch advertisement, which is co operating with actor Hu Ge, is particularly hot on Sina micro-blog.

Ninth bits: Louis Vuitton digital IQ 130

Louis Vuitton is highly popular on all platforms, and is the most frequently mentioned brand in online forums. In addition, cooperation with Alipay also helped them attract a large number of Chinese tourists.

Tenth digit: Valentino digital IQ 130

Valentino will increase its exposure by offering quotations to competitors' luxury goods. In addition, the online promotion of the brand through cooperation with the online business platform North American money Express (DealMoon) has also increased online exposure.

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