MILAN, Sept. 30,
2024 /PRNewswire/ -- In the face of a global downturn
in the luxury market, identifying new avenues for innovation has
become a pivotal challenge for leading luxury brands.
China's luxury market is
transforming, characterized by the rise of new consumers,
accelerated digitalization, and shifting consumption patterns, each
having a significant impact on the industry.
As the birthplace of fashion trends in China, Xiaohongshu has emerged as the go-to
social media platform for brands looking to establish a foothold in
the Chinese market, engage in meaningful conversations with
consumers, and drive growth.
From September 26th to 27th,
Xiaohongshu, in collaboration with VOGUE Business, hosted the Milan
Digital Summit themed "The Digital Silk Road: Pioneering the
Future of Luxury Lifestyle". The event focused on
digital transformation practices, showcasing how brands can adapt
their marketing approaches to expand their presence and reach in
China.
Co-Creating a New Model to Develop a Fresh Perspective on
Marketing in the Chinese Context
Luxury brands are increasingly incorporating local cultural
elements into their branding. However, to truly succeed in the
Chinese market, they must also develop the ability to craft
compelling Chinese cultural narratives.
Xiaohongshu, as a key platform for luxury products and a hub
for high-potential consumer groups, has become essential for major
brands seeking new customers and enhancing market
penetration.
At the summit, Cynthia Zhong,
head of the Luxury Industry Division at
Xiaohongshu, explored how brands can offer more exceptional,
immersive, and personalized experiences by increasing communication
touchpoints and employing flexible seeding strategies.
Cynthia emphasized that Xiaohongshu's deep-rooted fashion
culture and commitment to "human-centric marketing" enable brands
to rejuvenate and uncover new business opportunities through
effective strategies, fostering a beneficial content ecosystem for
both brands and shoppers.
As China's leading social
media platform, Xiaohongshu offers brands a unique
marketing perspective localized for China. To build stronger emotional connections
with consumers, it is essential to focus on their core needs and
gain deep insights into the evolving behaviors of different
consumer groups.
The summit showcased Xiaohongshu's exploration of the
relationship among users, needs, and products, introducing the
"Enjoy Luxury" lifestyle segment to uncover the consumption logic
of this group and highlight their value within the luxury
sector.
By understanding the varied motivations of different consumer
groups, brands can develop tailored communication strategies that
ensure the aesthetics, artistry, culture, and prestige of luxury
products resonate more with consumers' self-perceptions.
From "Seeding" to "Experiencing": Creating a Win-Win
Ecosystem
Countless luxury brands have revitalized their marketing
strategies and enhanced their commercial value on Xiaohongshu.
The platform not only serves as a key community for major
campaign marketing but is also a prime venue for building brand
value. Xiaohongshu has developed a unique Key Opinion Sales (KOS)
ecosystem, helping brands expand their customer base and
facilitating the digital transformation journey from interest to
purchase.
Xiaohongshu has also launched an official mini-program focusing
on "brand building, online conversion, and interactive
communication," enabling efficient consumer engagement, deep
connections, and driving comprehensive conversions and growth.
International shows serve as vital touchpoints for luxury brands
to express themselves and forge deep connections with consumers.
With a global perspective, Xiaohongshu's presence in Milan supports brands in rejuvenating their
enduring vitality and sparking the next wave of consumption
growth.
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SOURCE Xiaohongshu