According to PARKLU, an influencer marketing agency, Gucci, Chanel, and Dior are leading the way in generating customer awarement and engagement on Chinese social media channels. I think it is very interesting to note how companies must adapt to changes and unique preferences that may vary geographically.
For example, WeChat and Baidu's Index results rather the Google search results are used as a benchmark or reference point for brand awareness.
Accoding to the report, 82 percent of luxury consumers currently consider themselves heavy social media users. In China, the main platforms influencing luxury customers today are WeChat, Weibo, Xiaohongshu, and Douyin. For international brands trying to navigate the social medial scenes in China, they would have to scratch off what may be working for them else, and relearn the entire process. It is critical to hire local influencers who dominate these channels.
For example, WeChat and Baidu's Index results rather the Google search results are used as a benchmark or reference point for brand awareness.
Accoding to the report, 82 percent of luxury consumers currently consider themselves heavy social media users. In China, the main platforms influencing luxury customers today are WeChat, Weibo, Xiaohongshu, and Douyin. For international brands trying to navigate the social medial scenes in China, they would have to scratch off what may be working for them else, and relearn the entire process. It is critical to hire local influencers who dominate these channels.
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