Luxury and China's netizens: the market and the audience

Chinese luxury consumption is projected to grow 18% annually from 2010 to 2015, by which time it will total RMB 180 billion, accounting for over 20% of the global luxury market, defined in this piece as leather goods, shoes, fine jewellery, watches, RTW (ready-to-wear or prêt-à-porter) and accessories.

Luxury and China's netizens: the market and the audience

The luxury market in China is huge and growing fast – and that is reflected in conversations online. In the white paper 'The voice of luxury: social media and luxury brands in China', media agency group GroupM and social media monitoring company CIC examined the 'buzz' around luxury products online, including analysis of BBS (bulletin boards) and microblog posts. The goal is to provide luxury marketers with some pointers on listening and responding to this highly influential audience. For more on the study click here.

Luxury Category Overview

Chinese...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands