We’ve all seen the carefully curated gym pics going out on social media. But more than just a chance to flash the flesh, fitness and exercise have a whole new meaning in China. Fitness is the new status symbol of luxury and wealth.
Bling is tuhao (nouveau-riche and lacking in class), Gucci is ‘something my Mum wears’, and a YSL lipstick is fine for entry-level luxury. But if you want something that says ‘I have plenty of free time, I am as up-to-date as can be with international trends, and I am a class above’ – you want a toned bod with a booty to boot.
A fine physique takes much more money, know-how, and time to build. Shapes and muscles speak of privilege, and are fast becoming a badge of social status itself. A growing segment of China’s young, wealthy class is shifting attention from obvious brand purchase to fitness and bodybuilding. Continue reading “How a Curvy Butt is the New Luxury Status Symbol in China”
If your travel brand is not offering impressive and integrated WeChat solutions – why not?! Payment gateways, location-based features, ‘internet of things’ interactivity, marketing campaigns … WeChat does it all. Here are some notable WeChat campaigns and features, cleverly used by luxury travel brands.
Continue reading “5 of the Smartest WeChat Luxury Travel Campaigns We’ve Seen”
The KOL (key opinion leader) or influencer dynamic is a typical story of China taking something already in existence in the West and rapidly discovering new ways to create revenue out of it.
We dipped into the issue previously, with our piece on KOLs in China. Let’s go a bit further into what is becoming the top priority for any luxury brand in the China market.
If you’re into stats, then Boston Consulting Group (BCG) has millennials at 40 percent of China’s urban population between the ages of 15 and 70, statistising that the millenial bracket will perform 69 percent of consumption by 2021. If you’re in China, then you don’t need stats. You will have noticed all people of all ages glued to their phones at all times of day or night, whether in a car, a bar, or even in the cinema. You will have heard talk of almost nothing but shopping, dining, holidaying, car and home-buying.
Continue reading “The Truth About Working with KOLs for Success in China”
Is the selling power of China’s KOLs (Key Opinion Leaders) changing the nature of Chinese e-commerce marketing?
This past year has seen an explosion in KOLs moving from merely posting branded content, to now helping brands to directly sell product. Last week we saw a prime example of this shift in KOL power when Mini Cooper teamed up with Chinese fashion blogger Becky Li to sell 100 Mini Cooper cars. She leveraged her vast social media following to help the brand sell 100 cars in 4 minutes.
In this issue of The Luxury Conversation, we look at four recent examples of this influence-to-sales shift, and provide tips on how to get the best results from similar partnerships.
Continue reading “KOLs in China: How to Craft Relationships for Returns”
China’s jewelry consumption isn’t growing at the breakneck speed of years past, but evolving tastes among high-end consumers still present opportunities for both established and emerging players.
As the Hong Kong International Diamond, Gem and Pearl Show kicks off this week, we take a closer look at the market. Jewelry consumption in China has experienced significant growth over the past decade, with this period also representing a major evolution in consumer tastes and a shift in purchasing methodology.
Continue reading “Jewelry; China’s High-End Consumers Dare to be Different”