The RED Luxury Index 2022

This October, DLG (Digital Luxury Group) has joined forces with NEWRANK and its RED data platform Xinhong to launch the all-new RED Luxury Index 2022. This report examines the fanbase, content performance, and marketing tactics of 157 luxury brands on RED across four categories: Fashion, Beauty, Watches & Jewellery, and Wine & Spirits. Which brands came out on top and which ones are underperforming?

As the luxury industry accelerates its investment across digital channels in China, RED, an online community with a heavy focus on lifestyle sharing, has emerged as one of the newest battlegrounds for brands. RED has grown to be a major social media platform in this market over the last decade, boasting over 200 million monthly active users. As a result, it now plays a critical role in raising brand awareness and generating interest in the early stages of the consumer journey for luxury and mass brands alike.

The Beauty category has already established a strong foothold on RED, with over seven of the top 10 most-followed brands on the platform being Beauty brands. Additionally, Beauty brands account for over half the total volume of engagement actions on brand accounts. With brands from the Fashion and Watches & Jewellery categories making a play for consumer attention on the platform as well, competition is slowly but surely heating up.

What types of indicators should brands keep an eye out for on RED and how should they optimise their strategies on the platform?

To find out more and download a copy of the all-new RED Luxury Index 2022, fill out the form below.