So if international luxury brands want to win, no more \u201csurface localization\u201d. Here are the 10 Core Luxury Strategies<\/strong> brands MUST master in China… explained like a marketer who lives in China, not a PowerPoint in Paris.<\/p>\n\n\n\n Find out here<\/a>.<\/p>\n\n\n\n <\/p>\n\n\n\n In China, online isn\u2019t \u201csupport\u201d. WeChat = Your HQ. \ud83d\udca1 During Double 11, over 90% of luxury purchases<\/strong> were driven online. If platforms own your customers, you don\u2019t have customers. You have visitors.<\/p>\n\n\n\n Luxury brands now build:<\/p>\n\n\n\n This is how you kill daigou dependence. In China, mass exposure \u2260 trust.<\/p>\n\n\n\n People believe\u2026 people. Especially small trusted circles<\/strong>.<\/p>\n\n\n\n So instead of throwing millions at mega-KOLs, brands are winning by: Luxury in China isn\u2019t loud. It\u2019s whispered\u2026 strategically.<\/p>\n\n\n\n Slapping dragons, zodiac animals, and \u201cChina Red\u201d doesn\u2019t equal localization.<\/p>\n\n\n\n Chinese consumers smell laziness instantly.<\/p>\n\n\n\n Winning brands: That\u2019s why Chanel hosting its M\u00e9tiers d\u2019Art show in Hangzhou was genius \u2014 not just marketing. It was respect, narrative, and cultural conversation.<\/p>\n\n\n\n Consumers are no longer paying only for a logo. 87% of Chinese luxury buyers say timelessness matters more than trend<\/strong>.<\/p>\n\n\n\n So stop shouting \u201cdream\u201d. Luxury must justify itself again. And yes \u2014 Chinese buyers are demanding.<\/p>\n\n\n\n China has:<\/p>\n\n\n\n One message doesn\u2019t work.<\/p>\n\n\n\n VIPs want: Middle-class consumers want: Luxury in China = Precision + Personalization.<\/p>\n\n\n\n If you think China = Beijing + Shanghai, you\u2019re playing the wrong game.<\/p>\n\n\n\n Tier 2 & 3 cities are: Opening in these cities isn\u2019t \u201cexpansion\u201d. If your boutique is a warehouse with marble floors\u2026 congratulations, you\u2019re boring.<\/p>\n\n\n\n China wants immersive brand worlds.<\/p>\n\n\n\n Think: Louis Vuitton didn\u2019t just sell. It curated cultural presence. That\u2019s how luxury wins in China.<\/p>\n\n\n\n China doesn\u2019t wait 18 months for \u201cglobal alignment\u201d.<\/p>\n\n\n\n Brands succeeding here: Slow kills brands. Chinese luxury brands aren\u2019t \u201ccute experiments\u201d anymore.<\/p>\n\n\n\n They are competitors. Brands like: Win because they:<\/p>\n\n\n\n International brands must learn, not look down.<\/p>\n\n\n\n <\/p>\n\n\n But not only that \u2026<\/p>\n\n\n\n There are other SNS (Social Networks Site) that can influence users. Forums are places of exchange, and a brand must be informed of what is said about it and answer if it\u2019s necessary.<\/p>\n\n\n\n Another platform, like Mogujie<\/a><\/p>\n\n\n Baidu has developed the Baidu Brand Zone, a banner for the brand where they can put the information they want such as photos, videos, website \u2026<\/p>\n\n\n\n For example, here is the Baidu Brand Zone of Louis Vuitton<\/a><\/p>\n\n\n Concerning the e-reputation on Baidu, a brand also needs to control what is said about it, by :<\/p>\n\n\n\n Control and master his reputation goes through the Public Relation related to SEO on Baidu.<\/p>\n\n\n\n There are 2 different public relations, the first one is Public Relations magazine which is to say traditional press on paper, which is very little read by the comfortable class (unless if these media are distributed in strategic locations, like magazine aircraft).<\/p>\n\n\n\n The other one is e-Public relations. It is important to try to get some articles on online media. For example, below you can see several articles<\/a> about Cartier :<\/p>\n\n\n A good website is obligatory for luxury brands. Without a nice design, a good implementation product, and basic information in Chinese about the brand … a luxury brand can\u2019t have credibility. To me, only Dior has succeed, I invite you to look at their website<\/a>.<\/p>\n\n\n The best digital tool on OtoO (Online to Offline) is WeChat with the QR Code after you can send news in push-up (only to people who wish to receive it). We can engage online people and make them come to events. We can also make subscribe to people offline (for example store) at an online account.<\/p>\n\n\n\n Here is an example of events used by the luxury brand in China<\/p>\n\n\n – Event with a reminder, to remind event to the participants The growth of e-commerce is booming in China, which offers new opportunities for luxury brands (see this article<\/a>) e-Commerce is growing in China even in luxury for several reasons :<\/p>\n\n\n\n
They need real, structural Chinese market transformation<\/strong>.<\/p>\n\n\n\n<\/h2>\n\n\n\n
Digital First? No. Digital IS The Core Battlefield.<\/h2>\n\n\n\n
![\"\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/10\/chinese-millenians-luxury-1024x573.jpg\")
<\/figure>\n\n\n\n
Online IS luxury retail.<\/p>\n\n\n\n
Douyin & Xiaohongshu = Where desire is created.
Livestream, mini-programs, social CRM = Not optional.<\/p>\n\n\n\n
Still think your website is enough? Think again.<\/p>\n\n\n\n
\n\n\n\n2\ufe0f\u20e3 Build Your Own Private Traffic \u2014 Or Keep Paying Rent Forever<\/h2>\n\n\n\n
\n
This is how you OWN your client relationship.<\/p>\n\n\n\n
\n\n\n\n3\ufe0f\u20e3 Big Brand, Small Circles \u2014 Welcome to Club Marketing<\/h2>\n\n\n\n
\u2714\ufe0f Working with credible KOCs
\u2714\ufe0f Hosting private salons
\u2714\ufe0f Creating insider experiences
\u2714\ufe0f Letting real users tell real stories<\/p>\n\n\n\n
\n\n\n\n4\ufe0f\u20e3 Culture Is Not Decoration. It\u2019s Emotion.<\/h2>\n\n\n\n
\ud83c\udfa8 Build authentic Chinese cultural storytelling
\ud83e\udd1d Co-create with Chinese artists and designers
\ud83c\udfdb\ufe0f Collaborate with museums & cultural institutions
\u2764\ufe0f Create emotional cultural resonance<\/p>\n\n\n\n
\n\n\n\n5\ufe0f\u20e3 China\u2019s New Luxury Mindset: \u201cProve Your Value\u201d<\/h2>\n\n\n\n
They want craftsmanship. Longevity. Emotional meaning.<\/p>\n\n\n\n
Start showing:<\/p>\n\n\n\n\n
\n\n\n\n6\ufe0f\u20e3 Segment Ruthlessly. Communicate Differently.<\/h2>\n\n\n\n
\n
\ud83d\udc8e Concierge service
\ud83d\udc8e Access
\ud83d\udc8e Privilege<\/p>\n\n\n\n
\u2728 Fun engagement
\u2728 Entry experiences
\u2728 Digital touchpoints<\/p>\n\n\n\n
\n\n\n\n7\ufe0f\u20e3 Go Beyond Tier 1. The Real Growth Is Elsewhere.<\/h2>\n\n\n\n
\ud83d\udd25 Cash strong
\ud83d\udd25 Status driven
\ud83d\udd25 Hungry for brand experiences<\/p>\n\n\n\n
It\u2019s claiming the future battlefield<\/strong>.<\/p>\n\n\n\n
\n\n\n\n8\ufe0f\u20e3 Your Store Is Not a Store. It\u2019s a Temple.<\/h2>\n\n\n\n
\ud83c\udfdb\ufe0f Museum collaborations
\ud83c\udfad Cultural exhibitions
\ud83e\udde0 Educational luxury experiences
\ud83d\ude80 Talkable pop-ups<\/p>\n\n\n\n
\n\n\n\n9\ufe0f\u20e3 China Moves Fast. Faster Than Your Global HQ.<\/h2>\n\n\n\n
\u26a1 React in real time
\u26a1 Launch China-exclusive products
\u26a1 Adapt communication speed
\u26a1 Empower local teams<\/p>\n\n\n\n
Agility builds dominance.<\/p>\n\n\n\n
\n\n\n\n\ud83d\udd1f Compete With Chinese Luxury : And Learn From Them<\/h2>\n\n\n\n
Serious ones.<\/p>\n\n\n\n
\ud83c\udf3f To Summer
\ud83c\udf92 Songmont<\/p>\n\n\n\n\n
\n\n\n\n<\/h2>\n\n\n\n
![\"Weibo](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2013\/05\/Weibo-of-Chanel.jpg\")
<\/a><\/figure>\n<\/div>\n\n\n\n
1.2 – The community management<\/h5>\n\n\n\n
![\"Mogujie\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2013\/05\/Mogujie.jpg\")
<\/a><\/figure>\n<\/div>\n\n\n Control your e-Reputation<\/h4>\n\n\n\n
![\"Louis-Vuitton-Baidu\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2013\/05\/Louis-Vuitton-Baidu.jpg\")
<\/a><\/figure>\n<\/div>\n\n\n\n
Public Relations<\/h4>\n\n\n\n
A luxury brand in China must be present in the newspapers, and it is needed that the media talk about it in a good way!<\/p>\n\n\n\n![\"Cartier\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2013\/05\/Cartier.jpg\")
<\/a><\/figure>\n<\/div>\n\n\n4 – Website<\/h4>\n\n\n\n
\nIf we look at the various websites of the major luxury brands, their design is not bad, but doesn\u2019t immerse the visitor in their world like in their store.<\/p>\n\n\n\n![\"Dior\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2013\/05\/Dior.jpg\")
<\/a><\/figure>\n<\/div>\n\n\n5 – WeChat – OtoO (Online to Offline)<\/h4>\n\n\n\n
![\"QR](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2013\/05\/QR-Code-Louis-Vuitton.jpg\")
<\/a><\/figure>\n<\/div>\n\n\n
– Online event to make some people in the shop
– Stores are digitalized, with big screens, and tabs in order for to visitors can continue to follow the brand.<\/p>\n\n\n\n6 – E-Commerce <\/b><\/h4>\n\n\n\n
We can measure 242 million online consumers in 2012. This figure will increase up to 48 million per year. Today, a majority of brands have an e-commerce website.
In China, you can choose if you want to be on Tmall or to possess his own website. It is advised to have both.<\/p>\n\n\n\n\n