Decoding Chinese Marketing Milestones: 520
In May 2023, DLG (Digital Luxury Group) teamed up with Re-Hub to launch an all-new white paper series – Decoding Luxury Marketing Milestones in China. In the first edition of “520”, also known as “China’s Internet Valentine’s Day”, we examined the social and e-commerce performance of 107 luxury and premium brands across major digital channels – including WeChat, Weibo, RED, Douyin, and Tmall. The report also delves into the overall market performance during this year’s 520, as well as how brands capitalised on this gift-giving occasion, through case studies and best practises.
As the Chinese luxury market becomes ever-mature, a more sophisticated and discerning group of consumers is emerging. Brands seeking a foothold here must address the constantly evolving demands of consumers by understanding their distinct purchasing behaviours and preferences, adopting the different social and transactional channels, and adapting to the hectic local marketing calendar.
This first edition will highlight the most recent milestone, "520", China's Internet Valentine's Day on May 20th. The occasion has evolved into a significant gift-giving and self-rewarding shopping festival. This year, luxury brands pulled out all the stops to increase their share of voice and drive conversions – through innovative campaigns, limited-edition products, and even offline events.
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Decoding Luxury Marketing Milestones in China: 520,
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