{"id":7791,"date":"2021-05-21T06:30:51","date_gmt":"2021-05-21T06:30:51","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=7791"},"modified":"2025-04-23T09:53:11","modified_gmt":"2025-04-23T09:53:11","slug":"5-ways-luxury-brands-can-impress-chinese-consumers","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/5-ways-luxury-brands-can-impress-chinese-consumers\/","title":{"rendered":"From Cartier to Gucci: 5 luxury brands that nailed their China marketing\u00a0"},"content":{"rendered":"

With a higher proportion of young, wealthy consumers than the West, China\u2019s luxury marketplace is more dynamic and has a strong demand for innovative campaigns. Emily Riddell explores 5 ways international luxury brands like Cartier, Gucci and YSL have successfully connected with Chinese consumers<\/h2>\n

The Chinese market has become the holy grail for luxury brands: in 2020, the country\u2019s overall share of the global luxury market doubled to 20%. However, with countless complex social media and e-commerce sites<\/a> to navigate, getting a foot in the door can seem like the stuff of nightmares. Dao Insights<\/a> have outlined five examples of how luxury brands have nailed marketing in China, from capitalising on live streaming to picking the right shopping festivals for their target audiences.<\/p>\n

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The power of live streaming and short-video formats<\/h4>\n

Western luxury brands may be more comfortable with well-planned, opulent campaigns, as opposed to \u2018silly\u2019 short and snappy TikToks or live streams. However, with China\u2019s online users spending an average of 110 minutes watching short videos every day, these platforms provide an unmissable opportunity. In fact, nearly every Chinese social media platform<\/a> has integrated short video and live streaming into its services.<\/p>\n

Notable names like Cartier have shown how this booming \u2018unconventional\u2019 industry can enable brands to appeal to China\u2019s younger luxury consumers. Cartier ditched stuffy luxury brand conventions in their \u2018Make Your Own Path\u2019 campaign, and instead tried to resonate with potential consumers to spread brand awareness among a new audience.<\/p>\n

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Cartier’s Make Your Own Path campaign attracted 1.1 billion views<\/p><\/div>\n

Cartier racked up 1.1 billion views by encouraging people to show off their dance moves on Douyin with a branded filter. The virtual dancing didn\u2019t stop there; Cartier also held an online party that was live streamed on Douyin, Weibo, Xiaohongshu and WeChat<\/a>. For those who wanted a real-life dance, the brand launched an event with hip-hop band X-crew-official at one of the most famous techno, house and disco clubs in Shanghai.<\/p>\n