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- Redefine and develop new opportunities for luxury marketing: XIAOHONGSHU and VOGUE Business organize the China Digital Excellence Summit in Paris
PARIS, March 18, 2024 /PRNewswire/ -- XIAOHONGSHU, China's leading social media and lifestyle platform, and VOGUE Business hosted the China Digital Excellence Summit and Gala Dinner during Paris Fashion Week Paris 2024, on March 4 and 5. The event, a nexus for aesthetic appreciation, cultural exchange and creative inspiration, was held in Paris and brought together leaders from the luxury, fashion, beauty, cosmetics, etc. sectors. with experts in digital marketing and advertising. Together, they delved into the nuances of digital acquisition strategies for luxury brands targeting the Chinese market. Discussions focused on formulating effective digital strategies for luxury brands in the Chinese market, leveraging XIAOHONGSHU's unique platform that combines a content-rich community ecosystem with democratized access to fashion. The event aimed to offer international luxury brands new perspectives to attract the Chinese market.
Luxury products resonate with timeless aesthetic narratives, and their splendor transcends the gaps of time to become classics, even as trends change over time. China has always been an essential growth engine and strategic market for the luxury sector. According to Bain data
In today's dynamic market landscape, the profiles and purchasing behaviors of Chinese luxury consumers are evolving. Young people are becoming a major force in the luxury market and use high-end products as a means of expression and individuality. At the same time, trends within the broader consumer base are evolving alongside changes in their socioeconomic profiles, causing a push towards greater specialization and diversification. The emergence of these new trends heralds a growing number of possibilities and challenges. To take advantage of the enormous opportunities offered by the expanding Chinese market, global luxury brands are pivoting towards digital transformation and prioritizing their online marketing strategies. XIAOHONGSHU has capabilities to forecast fashion trends, provide insights into consumer preferences, foster emotional connections with consumers, develop localization strategies, and drive digital innovation. These advantages have positioned XIAOHONGSHU as the platform of choice for brands looking to engage the Chinese market and unlock new growth opportunities.
The summit was attended by several industry pioneers from XIAOHONGSHU, including Xuanshuang, general director of Luxury, Fashion and Beauty Division; Qingchen, head of Luxury; and Menghan, head of Fashion Content. Along with them, Lauren Indvik, editor-in-chief and director of the international section of VOGUE Business; Adrian Corsin, general director of the Mugler haute couture house; Kenneth Kralick, Vice President of E-Business at Moët Hennessy; Alison Bringé, Marketing Director at Launchmetrics; Emilie Bénéteau, global head of influencer marketing, social media and public relations at ba
The summit began with an interview featuring Laure Guilbault, VOGUE Business correspondent in Paris, and Adrian Corsin, CEO of Mugler. During the interview, Adrian explained the company's strategy for the Chinese market, highlighting the critical role of social media platforms and the novel approach he used to familiarize Chinese consumers with the brand's iconic designs.
The event brought together fashion luminaries, Anusha Couttigane, Consulting Director of VOGUE Business, Kenneth Kralick, of Moët Hennessy, and Emilie Bénéteau, of Ba
Yiling Pan, Associate Editorial Director of VOGUE Business in China, joined Menghan, Alison Bringé and Rahul Titus for a discussion on the evolving social media landscape in China and the impact of the influencer economy on luxury marketing. . The conversation discussed the important role that content creators and opinion leaders play, with a particular focus on the social media and influencer marketing ecosystem in China. Menghan highlighted the richness of user-generated content (UGC) on XIAOHONGSHU, which has turned the platform into a bastion of diverse, high-caliber and authentic narratives, positioning it as an international fashion platform with a unique Chinese perspective. She further explained that in this context, both content creators and celebrities have the potential to emerge as influential buyers who engage with users through their content on the platform. In addition, she highlighted that both content creators and celebrities are becoming essential elements in attracting audiences and driving brand conversions through engaging content and targeted live broadcasts.
XIAOHONGSHU Head of Luxury Qingchen wowed attendees with her presentation “Embracing the Future of Luxury Marketing with XIAOHONGSHU.” Qingchen outlined effective marketing strategies for luxury brands, emphasizing XIAOHONGSHU's critical role in connecting with China's affluent consumer base. She underscored the platform's dedication to meeting the emotional demands of Chinese shoppers and influencing their purchasing decisions. XIAOHONGSHU upholds the concept that anything can arouse consumer interest by displaying various fashion scenarios, facilitating genuine engagement with content, and provoking advanced fashion thinking deeply influenced by lifestyle trends. With a consumer-centric approach at its core, and incorporating influencer partnerships, digital event marketing and omnichannel strategies, XIAOHONGSHU has crafted a comprehensive approach to bringing luxury brands into the digital era of marketing.
Browse current trends and captivate your audience
In today's fast-paced digital landscape, the flow of novel offerings makes consumer attention a coveted but elusive commodity, challenging brands to not only capture but also retain consumer interest. The search for a memorable impact on Chinese consumers and meaningful connections represents a formidable obstacle for luxury brands.
A pioneering force in fashion and lifestyle trends, XIAOHONGSHU has an impressive network of over 80 million content creators, of which 90% are UGC. These authentic, extensive and exceptional content, together with XIAOHONGSHU's distinctive "content seeding" approach, allow the platform to delve into the psyche of consumers and initiate trend-defining movements. XIAOHONGSHU is a critical touchpoint for engagement, enabling luxury brands to capitalize on emerging trends and hot topics, facilitating a deeper understanding of target demographics. This, in turn, provides brands with a wealth of information to refine content-based marketing strategies.
In a groundbreaking collaboration with VOGUE Business, : Fully holistic localization efforts and “counter-consensus” cross-border marketing programs. The holistic localization strategy encompasses luxury brands' strategies to immerse themselves in the Chinese cultural narrative, fostering deep connections and cultural resonance with local audiences through genuine engagement and inventive marketing strategies. The "counter-consensus" approach redefines cross-border marketing by forging unconventional partnerships, ensuring an outstanding first impression and captivating younger audiences amid intensifying global competition.
Leveraging a broad set of UGC across the multitude of scenarios available on the XIAOHONGSHU platform, while tapping into the latest fashion and style directions from luxury brands, the collaboration offers an insightful forecast of luxury fashion trends 2024. Highlighting "practicality", "functionality" and "multiple scenario" as pillars of next year's trends, the white paper offers a forward-looking perspective on the evolving landscape of clothing, bags, footwear , watches and jewelry, guiding industry stakeholders through the next wave of luxury fashion creations.
Create great brand events, transmit brand values
XIAOHONGSHU's vibrant community of 300 million monthly active users, half of whom belong to the coveted post-95 generation of China's metropolitan centers, has become a cornerstone for luxury brands' strategies. that aim to connect with affluent, style-conscious consumers who crave elevated lifestyles. This demographic alignment has positioned XIAOHONGSHU as a critical platform for luxury communication and target audience engagement, leveraging its “product seeding” approach and a strong ecosystem of content creators to drive strategic brand initiatives. The platform's ability to host major brand events has increasingly made it a point of reference for luxury brands looking to expand their presence in the market.
In particular, to the event, which significantly boosted GUCCI's visibility. Likewise, Chaumet leveraged the platform to launch “TIARA DREAM,” an immersive experience focused on its iconic tiaras, with innovative try-on technology and influencer collaborations that expanded the event's reach and user engagement through organic sharing. of contents.
For luxury brands, XIAOHONGSHU has transcended its role as a marketing platform to become a key player in product launches and brand storytelling. Seasonal gifting, in particular, offers a strategic opportunity for brands to deepen relationships with consumers through culturally resonant campaigns and optimally position their latest products. In particular, during the Spring Festival, illustrious names such as Loewe presented their limited 2024 Year of the Dragon collections, with the 2024 Jade series, which pays tribute to the revered Chinese art of jade carving, with collaborations with master jade carvers to design and produce a limited edition of handcrafted jade pendants. This initiative sparked fervent conversations on XIAOHONGSHU, with users enthusiastically analyzing the Loewe Jade series. These discussions delve into the ethics of luxury brands, help spread their founding values in the Chinese market, and increase the perceived value of luxury brands.
Omnichannel strategies: Transforming the engagement of luxury brands
In today's market, the trajectory of luxury brands that want to consolidate their presence in China depends largely on their digital marketing expertise. Navigating between the veneration of traditional retail and the dynamism of new media, these brands have mastered omnichannel strategies to synchronize with the digital lifestyle of contemporary luxury shoppers.
XIAOHONGSHU is playing a crucial role for luxury brands to expand their reach, offering a platform where personalized content and services meet consumers at every touchpoint, 24 hours a day. The platform stands out for narrating the legacy of the brands, highlighting the sophistication of design and amplifying the charm of luxury brands. Additionally, XIAOHONGSHU serves as a bridge for brands that want to translate their spirit and experiential offering into real-world interactions. Through strategic online engagement, brands invite their audiences to immerse themselves in the tangible world of luxury, facilitating a seamless journey from digital discovery to physical brand experiences. This approach not only redefines brand management, but also drives business innovation in the luxury sector.
XIAOHONGSHU has developed an innovative Key Opinion Sales (KOS) ecosystem, positioning itself as a vital platform for luxury brands to expand their consumer reach. With an extensive network of over 100,000 corporate guide accounts and a rich library of nearly 2 million contents, XIAOHONGSHU effectively merges the intrinsic appeal of luxury goods with the broad reach of digital marketing through the KOS ecosystem. This approach enables direct interaction between brands' physical stores and their online presence, offering tailored communication and services that enrich the consumer experience and address the geographical limitations of traditional luxury outlets. The KOS system significantly improves customer acquisition, accelerates the purchasing process and deepens the connection between brands and their clientele, ultimately fostering greater brand loyalty and recognition.
Furthermore, XIAOHONGSHU mini-programs, a concept recently introduced on the platform, have become a versatile tool for luxury brands, serving as a dynamic interface between high-end brands and discerning consumers. Prestigious houses such as Dior and Vacheron Constantin have already taken advantage of the potential of these mini-programs to tell brand stories, convert them and attract consumers. Mini-programs facilitate an immersive exploration of brand values, fostering a deeper connection with consumers through targeted content and interactive experiences. At the same time, its integrated e-commerce capabilities accelerate the journey from discovery to purchase, ensuring a seamless transactional experience for the luxury shopper.
Luxury brands increasingly recognize XIAOHONGSHU as a crucial gateway to understanding the complex emotional landscape of Chinese consumers. The platform offers an unmatched combination of user diversity, authentic storytelling, effective communication and powerful engagement strategies. As a fashion trendsetter, expand your reach. Thanks to XIAOHONGSHU, luxury brands are in a position to revolutionize their marketing strategies. By taking advantage of the unique features of the platform, they can boost their main marketing campaigns, reinforcing and amplifying the influence of their brand.
As we head into 2024, the luxury industry continues to embody dreams of a refined existence. XIAOHONGSHU is prepared to continue being a key player in the growth of the sector, building bridges between luxury brands and consumers, overcoming the challenges of the future and advancing towards new frontiers of commitment to luxury.
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