Our new playbook outlines how brands can drive sales traffic across China’s digital eco-system through creative crossovers and localised collaborations.
Download the playbook for free on our platform for the luxury community, The Luxury Conversation.
The playbook aims to guide global luxury brands through the unique world of next-gen digital media on which Chinese consumers connect, browse, livestream and buy.
It focuses on China’s beauty market which, as the global economy has suffered in 2020, remained strong during early lockdown and has since quickly recovered to not only full strength but year-on-year growth for many global luxury players.
Honing in on the two key social commerce platforms – RED (known as xiaohongshu in China) and Douyin (the name of TikTok in China which is a separate app to TikTok in the rest of the world) – the playbook compiles noteworthy case studies that include cutting-edge tech, UCG (user-generated content), surprising cross-overs and hyper-localised collaborations.
Looking at how the cases drive campaigns from content through to sales, the playbook serves as an insightful guide to any luxury brand looking to stay top of mind of the leading global luxury consumers – Chinese millennials and Gen Z.