China’s luxury market is still rejuvenating with the boosting of its national economy. The most popular luxury brands are always connected with huge e-commerce and social investments and activities of celebrities. According to L2’s Digital IQ Index (https://www.l2inc.com), the top 5 luxury brands in Chinese market in 2017 include: Burberry, Cartier, Coach, Bulgari and Gucci.
1. Burberry
Digital IQ: 152
The brand’s enhanced China site helped boost its mainland sales this year, according to L2’s study. Burberry is also the top Fashion brand for paid visibility on both apparel and accessory terms on Baidu and leads in non-branded paid search term visibility for accessories on mobile.
2. Cartier
Digital IQ: 147
The leader in omnichannel and concierge service capabilities, Cartier lets shoppers buy products online and pick them up in-store or make reservations online for appointments. On cross-border app RED, Cartier ranks among the top five Watches & Jewelry brands for both Baidu Index performance and mentions.
3. Coach
Digital IQ: 139
Coach excels in both paid and organic search, purchasing ads on half of non-branded handbag search terms. The brand also appeals to cross-border shoppers, drawing more unique Chinese visitors to its global site than any other Fashion brand.
4. Bulgari
Digital IQ: 136
Bulgari embraces multiple e-commerce channels, one of only a handful of Watches & Jewelry brands to distribute on Farfetch. The brand’s livestream campaign with Kris Wu gained massive visibility on WeChat for multiple watch models.
5. Gucci
Digital IQ: 135
Trailing only Louis Vuitton in mentions across popular online user forums, Gucci also generates strong engagement on Weibo with popular posts featuring singer Li Yuchun. The brand launched an iOS smartwatch app for China this year, in addition to relaunching its China site with more sophisticated search and navigation features.
Comment