Chinese are known to be big spenders and buyers of luxury products. Consumers of these luxury products come in all ages, all shapes and sizes, all regions in China. Though, as one would expect, most consumers of those are either from wealthy families, white collar workers, an increasing middle class salary range, and Chinese tourists. With 1,110,000 millionaires and 115 billionaires (in USD) in China, a lot of them are really buying and looking into the luxury brands and lifestyle. Also, Chinese tourists buy lots of luxury products when abroad, as it is their way of saying that “I went there and bought this.”
Now, a lot of luxury brands are investing in China and places where Chinese tourists usually go.
On-line luxury stores in the Chinese market
E-commerce is currently a boom in the Chinese market with more than half of the population into internet applications and on-line shopping. Shopping on-line is more convenient for the Chinese people, without having to go to the physical stores, having really good prices for products, and making sure that what you get is really authentic.
On-line luxury stores are now into the Chinese market and growing, with an expected number of 45.3 billion transactions by the year 2015. It is now clearly noticeable for luxury brands to gain the most in the market, a huge and powerful on-line presence in China is a must.
Digital tools in selling your luxury product on-line in China
Social media and community management
Social media is a way of Chinese living. Having a social presence in China could mean recognition and purchase of your products within the Chinese market. Crucial points for this are:
- Having a Weibo account. Weibo is like the Facebook, Twitter, and Tumblr alike in the Chinese market. Having a very active one with contacts posts/blogs, contact comments, re-tweets, likes is like a guaranteed presence in the Chinese market.
- Having all your accounts in Chinese. Your target is the Chinese people, and the way to let them know and understand you is by speaking or posting in their language. It gets them to be your “friend” and not just the brand they needed to buy.
- Community management. There are a lot of social networking sites (SNS) out there with lots of forums for user interaction. Having your brand be talked about especially with positive comments would be beneficial to your business.
Proper reputation in the internet should be kept. Your brand should be talked about, but in a good and positive way to increase sales. You should keep in mind to watch all the information posted and said about your brand, and if there are negative or crisis that arose with connection to your brand, there should be crisis management ready to clean up the mess.
e- Public relation
It is very important to be seen as a good brand in the internet. A good solution for a constant and good image is e-Public relation, getting in some articles and stories about your brand in the on-line media. A luxury brand must always be present in big stories, on-line newspapers, and on-line articles.
A good website with very good design, interactive for users, and good information of the brand is obligatory for luxury brands. Also, a website in Chinese is a must.
Wechat and other social networking/instant messaging apps
Wechat has the QR code where you could send in news, invitations to events, and the like. It is also a tool for the users/consumers to follow the brand.
On line shopping is what Chinese do best. The Chinese are very responsive with the on line shopping craze. To be part of this big platform, one could join big e-commerce platforms in China or maybe you could create your own, given the right people to do so.
Luxury brand video
There are a huge number of people watching/streaming videos on-line. In 2012, two giant video platforms Tudou and Youkou (Chinese version of Youtube) have merged, making them really visible to the Chinese market. Opening and putting up your brand video in these platforms makes your brand really known, to tell a story to Chinese consumers (the Chinese loves stories), and to design the proper image of the brand.
A good example for a very good luxury brand video would be the “L’Odyssée de Cartier”
Placing your brand into different TV movies, commercials, and the like could very much influence consumers in buying, knowing, seeing an application to your brand, and using it the same way.
- If interested in entering the on-line luxury market in China or want to know more about it go here or contact us.
- If you want to know more about the actual fashion trends in China it’s here