Year: 2024
Type: article
Abstract: This paper explores the localization strategies employed by global luxury brands on Chinese social media platforms. As China becomes the largest luxury market in the world, brands such as Gucci, Louis Vuitton, and Burberry have adapted their marketing strategies to better resonate with Chinese consumers' cultural preferences and digital behaviors. Platforms like WeChat, Douyin, and Weibo have become essential for brands to connect with local audiences through personalized content, collaborations with Key Opinion Leaders (KOLs), and culturally tailored campaigns. Through case studies, this research highlights how these brands successfully integrate global prestige with localized digital strategies to enhance brand awareness, foster consumer loyalty, and drive sales in China. Additionally, the study examines the influence of cultural factors, such as collectivism and the importance of social status, on Chinese consumers attitudes towards luxury goods. These insights shed light on the evolving landscape of luxury brand marketing in Chinas dynamic digital ecosystem and offer perspectives on future trends.
Author: Enxi Fan
Institution: Rainwater Charitable Foundation
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405692113