Decoding desire in the China luxury social ecosystem

This Mediacom China report, in collaboration with Kantar, developed a research blueprint to unlock the formula needed for luxury brands to activate social media effectively for an audience-first approach.
  • Many luxury brands are relying on social media to attract new consumers while sometimes unaware that the relationship goes both ways, as consumers themselves are often arbiters to other consumers as to what brands to follow Strong relationships with these arbiters can reach a larger range of different interests and sub-cultures motivated by different consumer spending patterns.
  • In China, how luxury audiences behave on social platforms can differ greatly from general or mass users. There is an emerging trend of luxury audiences sharing rawer and highly-specific content in ‘dark social’ (untrackable) platforms, where search queries and social posts are now...

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