Research on the Marketing Strategy of Luxury Brands in China

DOI

10.2991/aebmr.k.220405.109How to use a DOI?

Keywords

Luxury; Marketing; Chinese market; Strategy; Consumer

Abstract

With the rapid growth of China’s GDP and the continuous strengthening of the Chinese economy, it is impossible for any large conglomerate company to ignore the Chinese market, and luxury companies are no exception. As more luxury firms enter China, the sales performance has received increased attention. Research shows that China is the secondlargest consumer of luxury goods after the United States, as the sales performance is getting better and better [1]. At the same time, luxury companies are facing strong challenges from other competitors with novel and unique marketing strategies. The ability to deal with challenges, avoid risks that could harm the company, grasp the characteristics of the Chinese luxury market, and implement effective marketing strategies are the keys to luxury firms’ success in the Chinese market. The purpose of this paper is to analyze the marketing strategy of luxury brands in China. Firstly, it will describe the luxury market in China. Secondly, it will present two examples of successful marketing strategies. Finally, this paper will analyze two cases of a luxury brand’s marketing gone wrong and how other firms should learn from the mistakes.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

TY  - CONF
AU  - Senhuizi Yu
PY  - 2022
DA  - 2022/04/29
TI  - Research on the Marketing Strategy of Luxury Brands in China
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 662
EP  - 667
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.109
DO  - 10.2991/aebmr.k.220405.109
ID  - Yu2022
ER  -