Decoding luxury marketing milestones in China: 520 (China's unofficial Internet Valentine's Day)

This DLG and Rehub report showcases the e-commerce and social performance of luxury and premium brands in the Chinese market around 520 (China's unofficial Internet Valentine's Day) in 2023.
  • 520, falling specifically on the 20th of May, has evolved into a significant gift-giving and self-rewarding shopping festival in China, far bigger than the international Valentine's Day as it's not only associated with romantic relationships.
  • For the first 520 post-COVID, 107 watches and jewellery brands such as Qeelin, Vacheron Constantin, and Chopard pulled out all the stops to raise their share of voice and drive conversions with special products and offline events.
  • Luxury brands witnessed a 26 per cent rise in total revenue on Tmall during this year's 520 vs last year, while user-generated content (UGC) saw an increase of...

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