Social shopping in China is an important aspect and companies should leverage Chinese social features to win over young consumers. When it comes to China, luxury brands need to think about combining their strategy, positioning and history across all digital and physical brand experiences and through the most relevant products. Too many companies still ignore local preferences, customs and buying traditions, but all of this is critical in China. International Fashion Fair will introduce you to this article.
HOW CHINESE LUXURY CONSUMERS GET INFORMATION ABOUT NEW LUXURY BRANDS?
The main sources from which the young Chinese generation of luxury goods get information on brands and products are:
online channels of official brands,
word of mouth
Most Chinese consumers acquire information on luxury consumption both online and offline and spend an average of 3-5 hours searching, consulting, reviewing, and sharing luxury-related information per week.
These data reveal that digitization is the key for luxury brands to reach young Chinese consumers. These consumers are influenced to some extent by digital channels during the buying process.
Therefore, companies in the luxury sector must have an active approach guided by novelties such as new products, collaborative launches, and creative digital campaigns.
ONLINE CHANNELS OF OFFICIAL LUXURY BRANDS IN CHINA
Wechat and other social media have become the main battleground of luxury branding and marketing.
Many luxury brands have now turned to the online experience. Chanel, Burberry, Cartier, Bvlgari, Dior, Gucci, and dozens of other brands are examples.
Digital marketing has become a way to expand the brands’ customer base. Wechat, Weibo, Xiaohongshu, Douyin, Kuaishou, Bilibili are excellent channels for promoting luxury brands in China.
IN CHINA KOLS ARE THE MOST TRUSTED PEOPLE FOR PURCHASING LUXURY GOODS
Through collaboration with KOLs (Key Opinion Leaders), Chinese consumers are much more likely to appreciate the nuances of products and are attracted to brand-product combinations.
KOLs are a great way to get young consumers to try a new brand as they are usually idols or “to follow” people.
Moreover, luxury companies can gain the digital attention they need by influencing the so-called KOC (Key Opinion Consumers), normal consumers who try your product and recommend it to others, creating an incredible word of mouth. They are even more credible than KOLs, as they are consumers like everyone else who offer their thoughts and judgment on a product spontaneously without economic feedback.
To sum up, Chinese consumers are heavily influenced by opinion leaders who speak out and display their purchases on social media. They want personalized digital experiences, from their online interactions to apps that use games to increase engagement.
THE IMPORTANCE OF OFFLINE STORES CUSTOMER EXPERIENCE
Although the Chinese are very influenced by digital channels during the shopping process, however, in terms of market statistics, 92% of consumers still choose to shop offline.
But a simple offline store is no longer enough for demanding Chinese consumers. Experience and interactivity within the store is in great demand. Young Chinese consumers prefer unique and innovative experiences in branded stores when it comes to making a purchase decision.
Therefore, brands need to reinvent in-store experiences, satisfy the desire of young consumers to feel different and appreciated.
THE POWER OF WORD OF MOUTH IN CHINA’S LUXURY SECTOR
Since the power of community and word of mouth for advising and suggesting Chinese consumers on what products to buy, Baidu Zhihu is definitely a great tool for creating this effect.
Not only being present on Baidu Zhihu will allow you to answer questions about your field but also to educate your target audience about your brands/products in an undercover way. It is an excellent tool to increase your conversion rate and to generate brand awareness.
The platform has an array of features that can be used to create and manage a community around a topic related to your brand. Use these tools to engage with your audience and exchange information with them but also to build your author authority.
CHINA E-COMMERCE: A PLACE TO BUY LUXURY GOODS AND FIND INFORMATION
As in-store retail continues to dominate sales of luxury goods, it has become increasingly difficult for brands to ignore the dynamism and growing influence of e-commerce in the Chinese luxury market. In fact, young Chinese consumers tend to appear online in all categories of personal luxury. It is no coincidence that the main brands have and are collaborating more and more with e-commerce platforms such as Tmall, JD, and Xiaohongshu.
E-commerce, in addition to being a sales channel, is now also a favorite source of information, where Chinese people can gather product information, consult buyer reviews, and share their experience.
For more information, please pay attention to International Fashion Fair.