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1、Preface1.Weibo luxury consumer insight:how to effectively draw nutrientsfrom the public domain?2.Luxury industrys semi-annual marketingkeywords on Weibo:racking public domain keywords andrevitalizing private domain traffic3.Weibo Luxury Brand Vitality Ranking4.Luxury brand highlight case studies/ana

2、lyses:luxury marketing methodologyCustomized projects and cooperationnegotiations please contact.Qiong Wang-Project Director of Luxe.COWeChat:elisatina929(Please note“Intelligence Collaboration,your name,and company)E-mail:lciluxe.coReport Author:Zhu Ruoyu,Wang Qiong,Wang Junyang,Jin DaixiLayout Des

3、ign：Tang QiCompletion date:December 20220302061526Preface The highly developed digital landscape ofthe Chinese market has helped luxurybrandstoacceleratetheirpaceandimprove efficiency along the entire chainof marketing and sales.In chinese market,brands used to operatemore on the public domain.As th

4、e costof public domain traffic grows,brands arebeginning to focus on refining operations,graduallyopeningupnewlandandactivating the value of private domain.As the public domain provides brandswith massive and abundant users andtraffic,the private domain allows brandsto have more autonomy in the whol

5、echainofmarketingandsales.Today,private domain operation has becomealmost a must-have for luxury brands,and many of them are already deeppractitioners of the innovative integrationof public and private domains.On the one hand,brands can repeatedlyuseprivatedomaintoreducethecultivation cost on the pu

6、blic domain;onthe other hand,brands can draw thenutrients from the public domain to theprivatedomaininordertomaintainlasting vitality of the private domain.For luxury brands,enrich the market ofprivate domain more effectively breedsmorepossibilitiesforthebrandsinnovativemarketing.Andsoil(theplatform

7、),nutrients(the users),water(thecontent)and sunlight(the methodology)arethefourbasicconditionsfornourishing the land.From this perspective,Weibo,regarded asthe largest public domain traffic platformin the content industry,has a uniqueadvantage.Formanyluxurybrands,Weibo is naturally a vast and fertil

8、e“blackland”for public domain traffic,and the Allcaps is to help brands continuously drawnutrients from this public domain soilof Weibo.All caps is to help brands tocontinuously extract nutrients from thispublic domain soil to the brands privatedomain,and to continuously expand theluxurymarketingmet

9、hodologywithrenewed content creation.2022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?21.Weibo luxury consumer insight:how to effectively draw nutrients from the public domain?3Luxury brands official account in Q3 2022Gender Ratio of New Fans4Luxury brands offic

10、ial Weibo accountsin Q3 2022-Age Generation Distributionof New Fans Social media platform is a huge public opinionfield with a huge user group,diversified circlestructure,and gathering large-scale interestusers.Analyzingandstratifyingusersinterests and communicating with them in acustomized way is i

11、mportant for luxury brandsto make use of social data for systematicmarketing.Weibo is the main social opinion field in China.The scale of active luxury users on Weibo cannot be underestimated,and there are morethan100millionluxuryinterestgroupsgathered on the platform.In addition,underthe mode of tr

12、ends+social,the circle valueof Weibo still has great potential.In terms of gender ratio,among the new users who follow luxury brands official accounts,femaleusers(59.8%)are higher than male users(40.2%),and the difference between the two is even moreobvious in terms of the number of people who inter

13、act with the account posts,with female users(61.4%)far exceeding male users(38.6%).This means two things:male users are becoming apotential user group that luxury brands cannot neglect;at the same time,there is still huge space forluxury brands to explore the content produced for male users,both in

14、terms of form and quantity.From the perspective of age generation,the new user groups following the official account of luxurybrands are mainly post-00s and post-90s,accounting for more than 85%.Official accounts havebecome the gathering place of young luxury consumers,and this youthful trend is als

15、o reflected inthe interaction crowd of luxury brands posts.Among the people who follow the brands officialaccount,the post-90s(44.3%)are more than the post-00s(41.6%),and the post-90s(45.7%)are alsohigher than the post-00s(40.5%)in interacting with the luxury brands posts.In the future,luxurybrands

16、still need to further explore the interests and needs of the post-00s or even youngergeneration of users,and create more high-quality content to awaken a deep resonance with them.Luxury brand account posts in Q3 2022Gender share of interacting peopleLuxury brands official Weibo accounts in Q3 2022-A

17、ge-generation distributionof post interactors 2022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?5Weibo is also a circle interest field,a communication platform for fashion,beauty,film,music,sportsand other circle enthusiasts.The positive interaction within the ci

18、rcle is the unique advantage ofWeibo.City distribution and education level of new followers of luxury industry official accountsin Q3 2022Weibo luxury brand blog posts in Q3 of 2022Top 20 Interest tags of Interactive CrowdWeibo luxury brands in Q3 of 2022Top 20 interest tags of the new fan baseof of

19、ficial accountsEntertainment&CelebrityTV seriesVariety ShowFashionBeautyFoodFilmIT industrySportsDesignDigitalEducationPetSocietyEmotionMedicalFunnyFinanceEntertainment&CelebrityTV seriesVariety ShowSocietyFlimEducationFunnyEmotionBeautyIT IndustryFoodPetMedicalDesignFashionSportsReading/WritersGame

20、sScience and TechnologyAnime2022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?MusicCosmetics2.Luxury industrys semi-annual marketing keywords on Weibo:cracking public domain keywords and revitalizing private domain traffic1、Q3 luxury industry sound volume quarter

21、ly trend data chart and analysis2、Q3 luxury industry keywords Top 1003、Q3 luxury industry marketing keywords and case illustration61.Data chart and analysis of the sound volume trend of the luxury industry in Q37Source:Weibo Social User Data Bank 2022.07-2022.092022Q3 Luxury Industry sound volume on

22、 social media37.1Billion+13.7%2022Q3 Luxury Industry Social Voice Volume Up YoY20.9%2022Q1-Q3 Luxury industry sound volume on social mediaincreased YoYIn the third quarter,with the gradual recoveryof offline channels,luxury brands began toaccelerate their efforts in the Chinese market.They carry out

23、 a series of intense marketinginitiatives and channel expansions,continuingto innovate in marketing and communicationto maintain commercial vitality and maintain amoreactive,morecloserconnectionwithChinese consumers.Weibo is one of the main social communicationplatform for luxury brands.According to

24、 Weibodata,the social volume of the luxury industryon Weibo reached 37.1 billion+in the first halfof2022,showinga20.9%year-on-yearincrease compared to 2021.The relevant dataconfirms that the social marketing popularityof luxury brands in the Chinese market hascontinued to grow in the third quarter o

25、f thisyear.As luxury brands step into a deeper stage ofmarketing in China,how to revitalize the privatedomain traffic and operate the traffic finely,toimproveuserretentionandactivityandenhancebrandvalue,becomesaessentialquestion of luxury brands.The breakthrough point to solve these problemsis to tr

26、ansform the massive followers gainedfrom the public domain to the brands privatedomainandaccumulatethebrandssocialassets.How to efficiently convert becomes thekey.For this reason,based on the hot events,marketing activities,and the dynamics of luxurybrands on Weibo in the third quarter of 2022,LUXE.

27、CO and Weibo have summarized threekeywords and highlight cases,including sometop 100 post cases in the luxury industry,toprovidereferenceforluxurybrandstoeffectively reach luxury interest users in thepublic domain.2022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain

28、?2.Top 100 luxury industry keywords in Q38Grand Show2022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?Louis VuittonWang JunkaiDiorLiu YuxinVictoria SongBrand AmbassadorBrandModerntfboysMenswearSpokespersonZhu YilongActing2022Luo Yizhou2023Xiao ZhanColorTony YuExp

29、ectationDevotionSpring/SummerSong Ya XuanCharmLifeDearReady-to-wearAvant-gardeWomenPraiseEleganceRendez-vousNew StylePromotionFilmRecordZhou KeyuTNTMercuryLonginesDesginSharpSilhouettestyleGestureLiu YuguccioutlinefriendskinclassicshowcaseFlow onFashionInterpretationSpontaneouswillfulStretchingElega

30、ntWang YiboAranyaaddmanifestingenuitylvAmbassadorLu HanbossbrilliantbeautifulmomentBvlgariConstructionUserJin ZihantextureabundanceEnjoymentReturnMousseFoamCleanCleansingMoisturizingCoralWater LilyFeastSurpriseSong Wei LongStyleGucciArtAestheticsGentleInspirationPersonalityExperience3.Analysis of lu

31、xury highlight cases:luxury marketing methodologyMarketing keyword 1:local celebrities deep co-creationLuxury brands have deep brand stories.Theinfluence and appeal of the brand allow them togather the industrys leading human resources,from brand executives and creative directors tocelebrities in va

32、rious fields such as fashion,art,music,film,and television,can become thestoryteller.This also provides a basic idea of whom luxurybrands can collaborate with everyone,and howthey can collaborate.On the one hand,luxurybrands are constantly enriching their celebrityprofiles to reach more consumer gro

33、ups andconsolidate their brand image of authentic,professional,and positive in consumers minds.On the other hand,luxury brands are alsoexploring deeper connections and creationswith celebrities in more diverse and innovativeforms,opening deeper co-creation of content.Short Film Documentary9Louis Vui

34、tton shot the short film Mirage海市蜃樓 as aprelude to the#LV Anaya mens show,produced by Jia Zhangkeand directed by Wei Shujun.Prada and GQ co-produced the documentary A Tiger打個招“虎”,with the participation of the brands spokesperson CaiXukun,Chun Xia,and brand ambassador Ma Long.TOP100PostTOP100Post2022

35、 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?Short Film 10Cartier released the video series#MakeYourOwnPath,featuring the brands friend Wang Jiaer,contemporary artist Chen Yingjie,dancer Yin Fang,polar explorer Feng Jing,and mandarin commoners.Golden Goose colla

36、borated with the brands global spokesperson William Chen,Simon Dominic,and dance artist Xie Xin to create the brand story film Artist Spirit藝術家精神.CollaborationStory FilmLoewe collaborates with the brands ambassador Wu Lei to launch a new co-branded cucumber-scented candle.Valentino invited singer Li

37、 Ronghaoto combine music and fashion in a short music video featuring his classic song Cant We Be Together在一起嘛好不好.Music Video2022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?Marketing keyword 2:Online communication for big brand eventFashion shows,exhibitions,st

38、ore openings,etc.arethemostimportantbrand-buildingmethodsforluxurybrands.Theseeventsusually requires a lot of investment,but theaudience they can reach offline is relativelylimited.In this situation,brands create topicsonline and continuously carry out relevantcontent output to expand the communicat

39、ionvolume and reach more online audiences,tomaximize the return on investment of bigevents offline.BVLGARI held the Bulgari Eden,The Garden of Wonders high jewelry and watch collection exhibition at the Shanghai Exhibition Center.The exhibition was live-streamed on Weibo and featured numerous celebr

40、ity collaboration videos.11ExhibitionTOP100PostLouis Vuitton live-streamed the Aranya show on Weibo.Fashion ShowTOP100Post2022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?Marnis first concept flagship store in China was opened in Shanghai JC Mandarin Square.A cr

41、eative video was released on Weibo to countdown the opening and many fashion KOLs collaborated with the brand to explore the store.12TOP100PostCHAUMET Paris held an extension of the Botanical Observing Beauty exhibition at the China World Mall store in Beijing,presenting the exhibition site and gues

42、t conversations through Weibo videos.New StoreRalph Lauren unveiled the new Ralph Lauren House in Sino Ocean Taikoo Li,Chengdu,sharing the opening scene on Weibo with actors and actress Deng Chao,Song Yanfei,and Tan Kai present.AMI officially announced the opening of the Qingdao boutique on Weibo.Ne

43、w StoreExhibitionNew Store2022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?Marketing Keyword 3:Diverse communication of brand cultureDeep into the online channel,luxury brands areexploring more modern narratives.They arereleasing multiple forms of content online

44、,suchas print,video,and audio,inviting influencersfrom various fields to collaborate,or planningcreative perspectives to tell the brands storyand culture in a unique way.For luxury brandswith long history,its story is enduring,but theformats and media to spread the story need toevolvewiththetimes.Th

45、esediversifiedattempts are becoming another extension ofbrand equity in the digital age.BVLGARI released the documentary film“Inside the Dream”,which tells the story behind the scenes creation of the highjewelry collection.13Brand DocumentaryVideo and audioof the product storyGucci presented the Min

46、d Travelers handbag story with aseries of videos and audio content by brand spokesperson LiYuchun,supermodel Jing Xiang,writer Yang Hao,supermodelLiu Wen,dancer Wu Mengke,and director Zhang Mao.TOP100Post2022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?Short Vid

47、eo Podcast14AMI released a new episode of Ami Diaries,a short video about the inspiration and behind-the-scenes stories of the brands Spring/Summer 2023 fashion show.WE11DONE released a podcast audio on Weibo,where the founder tells the story behind the brand in Chinese.Chanel launches the I am Bijo

48、ux de Diamants,a series of films telling the story of the brands founder,Mademoiselle Coco Chanel,who launched her first diamond jewelry collection 90 years ago.Video of the brand storyBrand BookQeelin held the Qeelin 18 FOREVER limited theme exhibition at Plaza 66 in Shanghai,showcasing Qeelins fir

49、st brand book.2022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?3.Weibo Luxury Brand Vitality Ranking:The“Source”That Waters the Private Domain Soil151.Weibo Luxury Brand Vitality Ranking2.Industry cases from the Weibo Ranking1.Weibo Luxury Brand Vitality Ranking

50、Tosummarizethemarketingactivitiesofluxury goods in China in the third quarter of2022,LUXE.CO,together with Weibo,rankedthebrandsinthreedimensions:brand16communication,brand interaction,and userstickiness,which led to the Weibo LuxuryBrand Vitality Ranking.The Quarterly Weibo Luxury Marketing Ranking

51、 includes three sub-dimensions,the ready-to-wear and bag,watch and jewelry,and Trendy Luxury Products.The ranking reflectsthe results of luxury brands activities,innovation and private domain building on Weibo,andprovides a reference for more luxury brands to gain private domain traffic and practice

52、marketing innovation in the Chinese market through Weibo.The ranking is based on three main indices(Brand Communication,Interaction,andStickiness),including the brands key influence data indicators on Weibo(keyword soundvolume,basic profile,brand interest group,number of new followers on official ac

53、count,number of loyal fans on official Weibo,average daily interaction volume on official Weibo,etc.),witch weighted to calculate the overall score.The comprehensive performance of the brands private city data on Weibo during the statistical period,including new followers and fans,etc.Performance of

54、 people who have interacted with the brand during the periodThe total volume of the brands voice on Weibo during the period,including reads,mentions,etc.User StickinessBrand InteractionBrand Communication2022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?172022 Q3

55、 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?182022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?192022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?2.Industry cases from the Weibo Ranking2.1

56、 Local celebrities deep co-creation+Brand AccountWeibobrandaccountshelpluxurybrandsirrigate more water in their private domains.Targeting at the pain points that KOL qualitycontent is difficult to be precipitated,brandcampaigns are done and gone,and brand usersare difficult to be retained,Weibo Bran

57、dAccount helps brands to open up the flowofpublicandprivatedomainthroughcontentprecipitation,userprecipitation,and social resource precipitation.In this waythe brand social assets can be accumulatedin the long run.20On August 24th,Bvlgari held the#Eden The Garden of Wonders#high jewelrycollection la

58、unch event at Shanghai Exhibition Center,where many celebritiessuch as Shu Qi,Chen Kun,Qin Hailu and Yang Yang wore the brands highjewelry collection.In the evening,a model show opened the event,and the Cirque du SoleilCreation-X show,Shanghai Philharmonic Orchestra and Shanghai Ballet allbrought wo

59、nderful performances.Many celebrities gathered at the event.Bvlgari also launched online live broadcast of the event on Weibo.The exhibition site was carefully arranged around the three themes nearly 400pieces of fine jewelry from Bulgaris heritage to the present.Highlights：Bulgaris#Eden The Garden

60、of Wonders#has been readover 470 million times,and the live broadcast of the Eden of WondersHigh Jewelry Collection launch event was watched by 28.45 millionpeople.In addition to the online live broadcast,Bulgari also invited stars suchas Wang Li-kun,Qin Hailu,Tonya,Yang Yang,Zhang Ziyi,Chen Kunand

61、Shu Qi to shoot a series of video blockbusters with the theme ofEden of Wonderland to show the high jewelry items from differentangles.The videos become complimentary to the live event.In this process,the brand always maintains the identity of an openorganization,and the stars are rapidly transformi

62、ng into the role ofnarrator or even creator in this organization.Bvlgari、ValentinoBvlgari2022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?Celebrity fans are the most active group ofpeopleonWeibo.Theyareusuallyverysensitive to fashion and have certain purchasepow

63、er,so they are also an important potentialaudience for luxury brands.In China,Weibo isone of the most direct and important socialmedia platforms where fans can engage andinteract with celebrities.By choosing to start acelebrity collaboration on Weibo,luxury brandsare able to reach this important aud

64、ience moreeffectively.There are also many interest groups built byusers on Weibo,including those that match thetone of luxury brands.By joining forces withinfluencers in these groups,brands can reachmore potential consumers directly.Weibo brand account has developed rich toolsaround celebrities and

65、KOLs,such as“BrandsFriends”,“Brand TrendyTweets”and“FanHeadlines”.These tools build a bridge betweenthe brands account and the celebritys Weiboaccount.This bridgemakes the cooperationbetweenthetwopartiesfasterandmoreefficient.In addition,the collaboration between luxurybrands and celebrities has bec

66、ome deeper andmore diverse,shifting from a unilateral brand-led approach to co-creation and dialogue,andintroducing richer audiovisual creativity.21ValentinoHighlights：The overwhelming celebrity cooperation is easy tofall into homogenization,and more or less has made consumershave aesthetic fatigue.

67、How to explore more possibilities of in-depth cooperation with celebrities is a new challenge for luxurybrands.On the occasion of the most romantic traditional festivalin China Qixi Festival,Valentino invited singer Li Ronghao tocombine music and fashion to express his love through hisclassic song“C

68、an We Be Together”with melody and lyrics.Thesong not only gained enthusiastic interactions from fans onsocial media platforms,but also attracted the attention of many“passers-by”.The music video“Can We Be Together”has beenwatched by 9.2 million people on Weibo.On July 11th，Valentino released a short

69、 music video“Can We BeTogether through Weibo.As part of Valentinos July 4th advertisingcampaign,the music video combines music and fashion,featuring theclassic song“Can We Be Together by singer Li Ronghao.The theme of the campaign is Surrounded by Love.The brands Vlogo is used as a classic element t

70、hroughout the campaign,whichcombines the life clips of couples in different spaces.Through post-editing,a series of interactions in different time and space arecompleted,framing romantic moments.2022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?Prada、OTB2.2 Brand

71、 Big Event Online Promotion+Brand AccountPradaOn August 5th,Prada held its fall/winter 2022 menswearand womenswear show at Beijing Jun Wang Fu Hotel,becoming the first major luxury brand to hold an offlineshow in China this year.Prada live-streamed the show onWeibo,and released a lot of preview and

72、inventory contentboth before and after the show,driving the show tocontinue to ferment online.Before the show,Pradas Weibo account released thechildhood photos and pajamas of many stars,such as CaiXu Kun,Chun Xia,and Du Juan,to attract online users topay attention to the brands big show.After the sh

73、ow,inaddition to the regular show inventory,it also showed manystars live looks and dinner details.Online,Pradas Weibo account presented the highlights anddetails of the show to the social media audience through alot of graphic and video content.In addition to the regularshow content,it also showed

74、a lot of popular content,suchas the star scene,show scenery ingenuity,etc.,so that theshow upgraded into a cloud event,the topic continues torise.Highlights：As the first offline show of a majorluxurybrandinChinathisyear,Pradaseventattracted a lot of attention due to the unique locationof the show an

75、d the star-studded audience,andPradas official micro-blog presented the highlightsand details of the show to the online audiencethrough a lot of graphic and video content.Inaddition to the regular content of the show,it alsoshowed a lot of popular content,such as celebritiesand Chinese elements,maki

76、ng the show an event onthe clouds and the topic of conversation continued torise.222022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?The importance of offline experiences such asfashion shows and stores opening in developingbrand awareness cannot be overstated.Wh

77、enonline channels have become a must for allbrands,brands are faced with a new dilemma:how to seize the 72-hour golden week period atthe core of the show to trigger the topic,whilecontinuing to attract users attention throughcontent and media in the subsequent long tailperiod,expanding the brands in

78、fluence onconsumers and the industry and continuing thebrand value?For the online communication of the brands bigevent,both Prada and OTB adopted a three-step strategy of preheating,ongoing,and theinventory.Thepre-heatphasemaximizesexposureintheshorttermthrougheye-catching hot content;the first-time

79、 contentinput when the event is in progress;and theinventoryphasecontinuestoexpandtheinfluence of subsequent communication.Every big event planned by the brand is anexcellent opportunity to attract new users.Asthe private domain position of the brand,thebrand number effectively carries the attention

80、and traffic brought by the brands big events,laying the foundation for the precipitation andlong-term operation of brand assets.23OTBHighlights：Chinese consumers are extremely enthusiastic aboutnew stores,flagship stores and first stores in cities,and the openingof all four OTB stores has generated

81、widespread attention and buzzboth online and offline:All four new stores are global or regionalfirst stores and present their own unique brand tone,showing thatthe Chinese market,showing the high strategic importance of theChinese market to overseas high-end fashion and luxury brands.At the same tim

82、e,the brands explain the history of the event indetail through Weibo posts,allowing viewers to see not only morestore guides but also more behind-the-scenes details,making thebrands story more vivid and vibrant.In July,the Italian luxury group OTB opened four flagship stores in ShanghaiJC Plaza.The

83、four stores are Maison Margiela,Marni,Jil Sander and Amiri.Maison Margiela opened its largest flagship store in the world,with over 500square meters of space divided into two floors;Marni opened its firstconcept flagship store in China;Jil Sander opened its first flagship store inChina;and Amiri ope

84、ned its first store in Asia Pacific.Before the official unveiling of the new store,on the opening day and afterthe opening,allfourbrandsposted severalblog postson Weibo,introducing the design concept and layout features of the new space in theform of graphics and videos.2022 Q3 China Luxury Marketin

85、g Report:How to Locate the Fertile Land of Private Domain?Chanel、Cartier2.3 Diversified communication of brand culture+Brand AccountChanelChanel,together with FIRST International Film Festival,has once againopened the FIRST FRAME unit.They set up the“FIRST FRAME”FILMOF THE YEAR Awards from this year

86、,especially inviting actors,brandambassadors Zhou Xun,Xin Zhi Lei and Wang Yibo to be the unitssannual promoters and to help young film creators be seen by morepeople.It has gained wide attention from brand consumers,celebrityfans,and film lovers on Weibo.At the same time,during the FIRST Internatio

87、nal Film Festival,Chanelalso supported a theme conference to discuss the trend and future offemale film expression and female film creation.Highlights：In 2021,Chanel,together with FIRST InternationalFilm Festival,set up the FIRST FRAME unit,focusing on thediverse images of women in the works of emer

88、ging filmakers incontemporary Chinese-language cinema.aiming to encouragethe creative depiction of female charaters and themes.It aimisto pay attention to the diversified films in the works of youngChinese filmmakers and encourage the film writing of femalethemes.In 2022,it officially set up the“FIR

89、ST FRAME”FILM OFTHE YEAR awards.This year,director Niu Xiaoyus film“No Goodbye,Fish FlowerPond”won the“FIRST FRAME”FILM OF THE YEAR awards.Thefilm focused on the life experiences of different women andshaped an infectiously diverse image of women.Consumers pursuit of Chanel is not only about product

90、 design,but also recognition and resonance of the brands spirit.To give women freedom of action and spirit is the concept thatMs.Chanel upholds.At the same time,Ms.Chanel haswitnessed the development of cinema throughout her life andhascooperatedwithmanylegendaryfilmmakersandestablished long-lasting

91、 friendship.At present,Chanel is cooperating with FIRST International FilmFestival in China to provoke more audiences to think anddiscuss about womens spirit,and let more people feel thebrand spirit that Chanel upholds through the form of film.242022 Q3 China Luxury Marketing Report:How to Locate th

92、e Fertile Land of Private Domain?Everyenduringluxurybrandisconstantlyexperimenting with how to better tell the spiritofthebrandandthebrandstoryincontemporarylanguage,howtopushtheenvelope on narrative methods,and how toconform to contemporary perspectives withoutlosing the brands tone,all of which lu

93、xurybrands need to constantly think about iterating.Online channels have opened up new space forluxurybrandstoinnovatetheirnarratives.Graphicarticles,shortvideos,movies,documentaries,e-magazines,interactiveexperiences.Cartier and Chanel both presentvery diverse and exciting content in their Weibobra

94、nd numbers.Through communication andcooperation with different fields,the brandscontinue to interpret the brand spirit andphilosophy and spread the brand historyandstorieswithmorediversifiedperspectives and more modern expressions.On the one hand,they reach a wide publicwith diversified content form

95、s on Weiboplatform;on the other hand,they impresscore user groups with in-depth content inprivate domain positions.At a time when people are overfed withinformation,it is not easy to leave a memorypoint to the well-informed online audience.A abundant,multifaceted narrative will helpbrands tell their

96、 stories better.25Cartier In September,Cartier released the#MakeYourOwnPath video series onWeibo,inviting brand friends Jackson Wang,contemporary artist ChenYingjie,dancer Yin Fang,polar explorer Feng Jing,photographer Luo Xiaoyun,Mandarin Band,and video writer He Xiaoyun in the shooting.Through the

97、irdifferent artistic languages,these creators from different fields express andinterpret the spirit of Pasha in their eyes.Highlights：The#MakeYourOwnPath video series created byCartier for Pasha de Cartier watches invited creators from differentfields such as music,dance,art,photography,outdoor adve

98、nture andvideo creation to explain the spirit of Pasha in their eyes.The sevenshort videos promoted received a total of 17.09 million views,including 5.96 million views for the video clip in collaboration with thebrands best friend Wang Jiaer.Rather than directly telling consumers what the brand spi

99、rit is,Cartiertook the lead in asking How to make your own path,and thesecreators from different fields gave their own answers in the series ofshort films from their own experiences.Through the short films,consumers can experience the real experiences and perspectives ofcreators from different field

100、s,and understand the brand spirit in amulti-faceted way,while giving their own answers to life.At the same time,the series of short films will also use these creatorsfrom different emerging and niche fields to reach their respectivecircles and trigger a wider resonance.2022 Q3 China Luxury Marketing

101、 Report:How to Locate the Fertile Land of Private Domain?4.Luxury brand highlight case Studies/analyses:luxury marketing methodology26Case analysis of luxury brand highlightsFacing the visibility of public domain traffic andthe rising cost of customer acquisition,how tofindsolutionsforprivatedomaint

102、rafficoperation,retention,and conversion from thetraffic ecology of the platform is a problem thatall luxury brands must face in online marketing.As a platform for social opinion,interest circles,and the gathering of young people,Weiboupgrades its business service from“businessaccount”to“brand accou

103、nt”.The upgradedservice intends to help luxury brands establishmoreprofoundandmoreeffectivecommunication and interaction with consumersbycombiningthetrafficadvantageofWeibo and brands quality content.In thisway,brandsarebuildingamarketingposition on Weibo that can accumulatesocial assets and private

104、 domain operationin the long run.How to finely operate the brand account?How to improve the active rate of retainedusers?The report will analyze two highlightcases from Pomellato and Louis Vuitton.272022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?On August 14th

105、,2022,Weibo Movie Awards Ceremony was held in Beijing.Pomellato,as an officialpartner,witnessed the shining moment of the Chinese film industry with filmmakers.Yao Chen,Ma Li,Qi Xi,Ni Hongjie,Mao Xiaotong,Ren Min,and many other actors and actresses wore Pomellatojewelry pieces at the Weibo Movie Awa

106、rds Ceremony.Under the hit of this iconic event in the industry,Pomellato fully utilized the value of Weibos IP and leveraged the brand account marketing tools toreach the interest group,efficiently transforming them into private domain assets.Learning how luxury brands are involved in industry even

107、t marketing with PomellatoPomellato x Weibo Movie Awards CeremonyBrand Friends&Brand Zone Tools,Harvesting Interest Groups during the Event,Help Convert Private Domain AssetsLeveraging Hit Events in Public DomainBring Massive Exposure to BrandThrough Brand Zone ToolsTo Communicate with Brand Interes

108、t GroupsThrough the 3 pieces set of Brand Friends ToolsCommunicate with people who pay attention to celebrities/activities王子異Followers：1783萬+邢菲_Followers：1303萬+5.x%1x.x%Highlight dataHighlight data1x.x%Growth of interaction on official account during the campaign20 thousand+Increase of followers on

109、official account during the campaignFollowing Brand Account in the ContentExtending Reading in the ContentFeeds Recommends According to Positive FeedbackTotal number of brand-related topics views2xxx million+9xxx thousand+Total number of discussionsUser Flow DataUser Flow Data6xtimes1xxtimesBrands f

110、riends matrix followersNew fans on official account9.x%1x.x%Brand interest groupContributionBrands Freinds282022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?Fan growth rate of official account during the campaignView growth of official accounts during the campai

111、gnAs its self-owned IP,Weibo Movie AwardsCeremony carries huge traffic potential,whichalso makes it a marketing anchor for luxurybrands.There were 16 celebrities who wore Pomellatojewelry and fine jewelry throughout the WeiboMovieAwardsCeremony;Pomellatoalsocreated opportunities for brand exposure o

112、nlinethrough trending topics ranking,brand zone,brand friends,etc.Two short films shot byactress Yao Chen and Ma Li respectively for theWeibo Movie Awards Ceremony were releasedon Weibo,and Pomellatos jewelry pieces werealso featured in the films.Surrounding the theme of Weibo Movie AwardsCeremony,f

113、rom the IP to trending topics,fromcelebrities to fans,over 2 billion views and over90milliondiscussionswerecontributedtoPomellato-related topics,bringing continuousand long-tail exposure for the brand.Public Domain Initiates Topics to Create Hotspots,Brand AccountMarketing Tools Help Private Domain

114、Assets TransformationDuringthe2022WeiboMovieAwardsCeremony,users could see an App opening adwith Pomellato jewelry pieces and related links,which would lead them to the brands topicpage;Pomellatolaunchedtopicssuchas#PomellatoMidsummerMovieNight in the publicdomain,leveraging on Weibos trending topic

115、sranking to bunding the brand with the WeiboMovie Awards Ceremony,taking advantage ofthe industrys event buzz to further amplify thebrands voice.On Weibo,the public domain social platformwith the largest traffic volume,luxury brandscan reach users through Weibos opening ads,trending topic rankings,a

116、nd other advertisingspaces as well as in-feed ads to create onlinemomentum for major industry activities andevents.After opening the brand account,Pomellatogainedmoreexposurethroughthebrandaccount marketing tool.During the 2022 WeiboMovie Awards Ceremony,if one searches for thekeyword Pomellato on W

117、eibo,they wouldimmediately see jewelry pieces related to thebrand;sliding down would lead them to a seriesof content such as matrix accounts,brand topics,brand friends,etc.These contents were bedisplayed on Weibo to create momentum forthe trending event and divert users to thebrands official Weibo a

118、ccount.At the same time,Pomellato added the“3pieces set of Brand Friends”tools to the postsofitscelebrityfriendsWangZiYiandXingFei_,allowing fans to follow the mainpage and expand reading on it.During thecampaign,the proportion of new followers ofthe brands Friends Matrix exceeded 9%,andthe proporti

119、on of the brands interest groupexceeded 10%.To sum up,Weibos public domain and its IPprovide the foundation for brands to sparkmarketingtopics,whilethebrandaccountmarketing tool helps luxury brands open thechain to drive traffic from the public domain tothe private domain,efficiently realize crowdfl

120、ow,help brands quickly establish contact withusers,and maximize the possibility of user value.29Leveraging on industry hit events to bring continuous long-tailexposure2022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?Louis Vuitton Mens SS23 Show in AranyaBrands F

121、riends and private domain retargeting assist in communicating preciselywith the crowd prior to and after the event in order to achieve an effective flow ofstar fans to private domain.Celebrity Spotlight Audience Targeting Celebrity SpotlightUsing tools to reach interest users accurately“3 pieces set

122、 of Brand Friends”Helping interest groups flow to brands private domainBrand AreaReceiving celebrity heatHigh-quality Users Re-reachingRetargeting toolsTargeting the show audience for N+1 reach to improve the long-tail communication effect of the campaignWatching the brand account live show with Lou

123、is VuittonPre-show Atmosphere Building Post-show CommunicationFollowing Brand Account in the ContentExtending Reading in the ContentFeeds Recommends According to Positive FeedbackHighlight DataHighlight Data1xx%Average daily follower growth of official account during the campaign10,000+Official acco

124、unt followers rose during the campaign 1xxtimesIncrease in the number of readers on official account during the campaign2xxtimesGrowth of interaction on official account during the campaign302022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?LV Weibo account fansG

125、uest celebrity fansFashion media blue V fansWeibo high consumption usersFashion luxury search interactive usersLV blog post historical interactive usersFashion KOL fansLuxury advertising historical interactive usersLV Weibo account fansCompetitors Account fansFashion hastag usersFashion media blue V

126、/KOL fansFashion luxury search interactive usersWeibo high consumption usersLV blog post historical interactive usersThe Spring/Summer 2023 menswear show for the French luxury label Louis Vuitton was staged onSeptember 16th,2022,in Aranya,Qinhuangdao,and was live streamed on Weibo.Through Weibos“Cel

127、ebrity Spotlight”and“Three Pieces of Celebrity Friends”features,Louis Vuitton was able toreach the right audience before to the event while also fostering a festive mood.Following the heatgenerated by celebrities during the concert,the“Brand Zone”was then utilised.Through Weibos“retargeting tool,”th

128、e brand may keep in touch with quality targets after the show and raise theprivate domains conversion rate.“Celebrity Spotlight”and“Three pieces set of Brand Friends”refine the communication with the public domain usersSince September 14th,Louis Vuitton hasbeen previewing the show on Weibo.Inadditio

129、n to releasing preview information onthe brands official Weibo account,LouisVuitton also revealed the show on the Weiboaccounts of many celebrities through the“Celebrity Spotlight”and“Three pieces setof Brand Friends”tools.ThroughWeibosbigdataalgorithm,CelebritySpotlightrecommendssuitablecelebrities

130、 or KOLs for brands and has thetoolsofone-clickagencyadvertising.Inaddition,it has a powerful precision targetingability,which can spread quality marketingcontenttotargetaudiencesotherthancelebrity fans,fully releasing the influence ofcelebrities on the platform.After the opening of“Celebrity Spotli

131、ght”,thepreview posts of Louis Vuittons Aranya showwere carried out on the Weibo accounts ofthe brand spokesperson Zhu Yilong,brandambassadorGongJunSimon,actorWang Hedi_Dylan and all-round musicianLiu Xianhua Henry-Lau one-click agencyadvertising.In addition to the celebrity fans,the content was tar

132、geted and spread to thefashion and luxury search interaction users,Weibo high-level consumption users,LouisVuitton blog post history interaction crowd,luxury advertising history interaction crowd,etc.31The“Three pieces set of Brand Friends”featureallowed fans to browse blog posts on thecelebritys We

133、ibo page and directly see theexpanded reading related to Louis VuittonsAranyashow,thebrandsfollowingrecommendation,and the positive feedbackrecommendationinthecommentsectionattracted celebrity fans to the brands officialWeibo through a variety of contacts.During the Aranya show campaign,celebrityfan

134、s accounted for over 40%of the new fans ofLouis Vuittons official account,and over 30%ofthepeopleinteractedwiththeofficialaccount.In Weibo,celebrity fans are a circle with greatpotential.They follow fashion and have acertain amount purchasing power;moreover,they are willing to follow the brand for t

135、hecelebrity.Onthebrandsshow,throughWeibos“CelebritySpotlight”feature,thebrands official account service communicatedmore closely and directly with celebrity fansand was able to further target and reach awider range of luxury interest users.“Threepieces set of Brand Friends”helps brands toefficiently

136、 open the chain to drive traffic andbring public traffic to the private domain of thebrands official account.2022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?32After the live broadcast of the show on 16th,Louis Vuittons official account released manyshow videos,

137、star interviews,and behind-the-scenes footage,guiding the audience whomissed the live broadcast to revisit the sceneand continue to expand the influence of theevent.At the same time,Louis Vuitton opened a“retargeting”feature to re-target the content ofthe show to quality people,including fans ofLoui

138、s Vuittons official account,fans of otherluxury brands,fashion hashtags participants,lovers of fashion media blue V/KOL,fashionandluxurygoodssearchinteractiveusers,Weibohigh-levelconsumptionusers,luxuryadvertising historical interactive users,LouisVuitton blog historical interactive users.Thisfeatur

139、e uses data analysis to secondary targetthe brands existing and potential high-qualityaudiences,further improving the retention andconversion rate of fans in the private domainposition.To sum up,for the promotion of the Aranyashow,Louis Vuitton made use of the CelebritySpotlight feature to tap poten

140、tial followersfrom the public domain traffic pool,whichbrings together many celebrity fans and luxuryproduct audiences and promotes the effectiveconvention of celebrity fans to the privatedomain through the Brand Friends feature.After the users enter the brands private domain,the brand takes over th

141、e celebrity buzz throughthe high-quality brand area,and further achieveN+1 reach through the retargeting feature toenhance the long-tail communication effect ofthe campaign and accumulate fans.Retargeting N+1 reach,reusing the private domain users2022 Q3 China Luxury Marketing Report:How to Locate t

142、he Fertile Land of Private Domain?AppendixWeibo 2023 Annual EventMarketing CalendarFeb-MarWeibo Awards CeremonyMay-JunWeibo Movie Awards CeremonyJul-Aug Superstar on Weibo(Key Influencer Gala)Aug-Sept#Weibo Music Awards#December Weibo Best ActingPerformanceCNY spring festival#Let The Red Envelop Fly

143、#Valentines Day ChineseValentines DayHoliday（Xmas&NY）520Mid-Autumn Festival#Earth Hour#Year-round tournaments(LPL,KPL,DOTA),Q2#Weibo Allstar E-Sports Tournaments#,#WEGL Weibo Cup#The Big 4 FW Fashion WeeksThe Big 4 SS Fashion WeeksQ1Q2Q3Q433Watches&WondersFashionPublic WelfareE-sportsSportsFilms#6.8

144、 World Ocean Day#UEFA Champions League,NBA,SLS Super Crown World Championship9.23 Asian GamesShanghai/Beijing International FilmFestivalFIRST International Film FestivalGolden Rooster and Hundred Flowers Film FestivalFestivals&Key DatesPlatform EventsVertical OperationsCo-created Trends 2022 Q3 China Luxury Marketing Report:How to Locate the Fertile Land of Private Domain?Menswear Fashion ShowsResort Fashion ShowsHaute Couture ShowsWomenswear Fashion Show#Fashion Trends Awards#3435