The Chinese luxury market is growing at an annual rate of 23%, meaning that by 2020 it will account for 44% of luxury goods sold internationally. For luxury brands, now is the time to raise consumer awareness and differentiate from the competition in order to succeed in this booming, luxury-saturated market.
Raising brand awareness in a market as competitive as China’s can be extremely difficult, especially for those brands with a large distribution network in place. With the prevalence of social media use in China however, digital channels provide an excellent platform for brands to reconnect with clients and increase consumer engagement and brand loyalty.
To standout in the Chinese luxury market, an online presence alone is insufficient. A content strategy developed around the brand’s target consumer group is essential. When content resonates with users, they are much more likely to share it, creating an echo-effect of branded content across the web.
Pernod Ricard China successfully sparked an online discussion around the idea of a new elegance movement in China to promote their premium cognac brand, Martell Noblige. As part of the campaign, Nurun Shanghai positioned DangDaiMingShe as an online portal where Chinese luxury enthusiasts are free to follow and participate in the conversation.
Within three months, the community’s 3.4 million users had started 50,000 conversations, demonstrating that Martell’s elegance-inspired content strategy resonated with many Chinese consumers. Today, the site has more than doubled in popularity, with over 10 million visitors participating in 150,000 conversations.
The DangDaiMingShe website has won two awards from Chinese media and advertising groups, further validating the role content strategy plays in generating digital engagement.