Luxury marketing in China’s lower tier: Insights from Volkswagen and Tiffany

This report, from the ‘Market to Watch: Building Brands Beyond Tier One in China’ conference, discusses the successful strategies of Volkswagen, the automaker, and Tiffany, the jewellery brand, for expanding their sales into lower-tier Chinese cities.

Luxury marketing in China's lower tier: Insights from Volkswagen and Tiffany

Tessa Thorniley

The rise of China has had a huge impact on the luxury goods industry; the country is second only to Japan in terms of expenditure on high-end items. But at a time when China's economic expansion is slowing, and brands are seeking new markets in lower-tier cities, how is Chinese luxury marketing changing?

At the Market to Watch: Building Brands Beyond Tier One in China conference in Shanghai, several luxury brands came together to reveal which strategies were working in the current climate, and what luxury...

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