Since 2014, Chinese consumers have been getting talked about in the world of luxury. Luxury brands have opened shop in Hong Kong, Shanghai or Beijing. In Paris or New York, they also employ staff with fluent Mandarin. However, the competition is increasingly strong. To except have a stronger presence in this market and be sustainable, rules and very specific marketing strategies should be followed.
Fashion luxury market in China
Since 2010, the luxury brands are appreciated and popular among Chinese consumers. Even during their holiday trips, they favor countries, specialists in fashion like Paris, London or New York and spend a lot in luxury goods purchases. Shops like LV, Channel, Dior or YSL were able to see an increase of Chinese tourists in their shops in Paris and a sales increase.
A drop of Chinese tourists in a country can easily lead a decline in sales of a luxury brand in this country. There is also an overall decline in luxury goods sales in China and Hong Kong due to the pro-democracy protests that have slowed the spendthrift spirit of rich Chinese. Whether Burberry, Gucci or Richemont, they postponed during the first half of 2014, a decline of their sales in China, a first!
Fashion luxury market is changing
You should know that the luxury market in China is changing. Chinese buyers have created a rush for luxury brands products and several luxury brands have opened their shops in China and Hong Kong.
Now, in this New Year 2015, luxury brand must step up their game and adapt it to a new market conditions and Chinese customer’s expectations. If luxury brands want to survive in this market and face the competition, they have to develop new marketing plans to be innovative and to improve the shopping experience and the Chinese consumer demand. It is essential to know that Chinese consumers are the nationality with the highest growth for luxury. They spend freely, especially abroad.
How fashion luxury brands can stay longer in this market
Luxury brand collection
Forget season’s collections concepts and focus on the tastes and trends of Chinese consumers. Everyone knows that the Chinese have their own approaches to fashion and it’s very different from Europe or America. Don’t sell them all products from the same Paris or New-York spring collection. Create a part of the collection that meet their tastes.
— Olivier VEROT (@Olivierverot) 3 Mars 2015
Digital marketing in China
Moreover, push further your digital strategy. First, focus on dynamic and attractive quality content on your websites or accounts on different Chinese social networks. Also privileged m-commerce, including payment online options. And input methods O2O (online to offline) to improve the shopping experience for Chinese like Martell Brand. Also, call upon digital marketing agencies to increase your visibility on the Chinese website and ensure the loyalty of your customers in China. This is a step that is nowadays essential for all luxury brands to stay longer in the luxury market in China. Don’t hesitate to call one of the top 3 digital marketing companies in China: Gentlemen Marketing Agency : it is an average French-Chinese agency located in Shanghai, specialized in digital marketing. Their work with Lancome, Avene, Aeroflot or China House shows the effectiveness of their work.
The year 2015 will be a full plan marketing and innovation year for luxury brands. Indeed, the Chinese market is the world of luxury most potential markets. Chinese consumers should not be neglected targets. Luxury brands must redouble efforts to attract more.