Choosing to launch your brand in China is not an easy task. It is not enough to have financial capital and the possibility of coming to the territory by simply knowing more or less how to conquer a country so special.
Luxury Brands in China have to adapt to the Digital World
Numerous are the brands which got hooked there while trying to sell products with the coarse and caricature Chinese reasons; in reality, setting up in China requires a great knowledge of the culture and the market as well as know-how.
A demanding new generation
Chinese consumers are increasingly demanding and eager for personalization, especially when it comes to luxury products. Of course, quality remains the order of the day, but communication is gaining momentum and luxury brands have to reconcile their DNA of exclusivity with ever more original digital practices to attract young consumers.
Cultural Marketing: China localization
Brands need to show interest in what millennials want and most importantly the way they think. To do so, “cultural marketing” is the main key; it is a matter of studying Chinese culture in-depth and understanding the consumption habits of the younger generations in order to sell wisely.
Success story: the Qeelin brand
Chinese jewelry brand Qeelin, for example, has been very successful in the Chinese market. The brand has been able to bring up-to-date traditional Chinese designs without pouring into caricature, using the symbols of Chinese history to make them unique modern pieces.
The has-been phenomenon
Luxury brand Shanghai Tang has also followed this trend by combining traditional Chinese elements with modern luxury to appeal to Chinese millennials. The way of consumption is constantly changing and consumers are taking up more and more space to express what they want; not all brands were prepared for this turnaround and no longer know how to adapt to the new generations.
Engagement is the key for Luxury Brand in China
The commitment remains the key to success; brands must listen to their consumers by learning about their habits and preferences, conscientiously plan their marketing action plan, and interact with their community to keep a privileged link.
Social networks as a place of exchange
The idea is of course to use Chinese social networks as a meeting point so that customers develop more loyal relationships with brands. It is therefore necessary to exploit the potential of these social networks in order to sell, but also to build customer loyalty and find new customers to attract.
Use Digital to Make the difference
Cultural marketing is now more important than distribution, the use of technology, and even more important than the product itself. Consumers are more sensitive to personalized approaches and more demanding about their consumption choice; brands must be extremely attentive to their target to make themselves known and create a difference in China.
Read more about luxury & digital in China: