{"id":14517,"date":"2024-08-29T06:30:00","date_gmt":"2024-08-29T06:30:00","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=14517"},"modified":"2025-04-23T08:57:56","modified_gmt":"2025-04-23T08:57:56","slug":"the-british-luxury-brands-excelling-in-their-china-marketing","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/the-british-luxury-brands-excelling-in-their-china-marketing\/","title":{"rendered":"The British luxury brands excelling in their China marketing"},"content":{"rendered":"\n

From Harrods to Jo Malone, the best of British luxury brands know that finding creative ways to market their Britishness to China can help them thrive<\/h2>\n\n\n\n

For decades now, an appreciation for quintessentially British culture has fuelled the popularity of British brands in the Chinese market. Chinese consumers appreciate the history and heritage of British brands like Burberry and Jaguar Land Rover<\/a>, and associate this heritage with quality and craftsmanship.<\/p>\n\n\n

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The smartest British brands have understood and leveraged this appreciation, finding ways to infuse their heritage into marketing campaigns that appeal to the buying habits and social media usage of modern Chinese consumers.<\/p>\n\n\n\n

Earlier in 2024, Jo Malone<\/a> promoted its limited-edition Orange Marmalade fragrance, inspired by Paddington Bear\u2019s love of marmalade sandwiches, through a combination of social media marketing (where customers could create a custom Paddington digital postcard) with major offline installations, including a large-scale display on the Bund and a subway takeover on Shanghai Metro Line 2.<\/p>\n\n\n\n

As Sadie Bargeron noted in a recent article for Jing Daily<\/a>, China’s struggling consumer market means that brands can\u2019t just rely on being British. Recent sales figures from both luxury groups and independent brands indicate that Chinese shoppers are reining in their spending amid economic uncertainty. Two of the world\u2019s largest luxury groups, Kering and LVMH, reported falling revenue in the first half of 2024, with LVMH\u2019s sales in the Asian market falling by 14% in Q2 2024. Earlier in July 2024, Burberry ousted CEO Jonathan Akeroyd after its financial figures reported sales in China falling 20%.<\/p>\n\n\n\n