Luxury shirts are usually made in Europe. For Chinese people, putting their money in “the right place” matters. Even that means buying Luxury European-made clothes instead of clothing made in Bangladesh and paying ten times more for it, then that’s what it means.
Have you ever thought of why Chinese people perceive such brands as Polo, Gucci, Boss, Dolce, and Gabbana, etc., to be so luxurious? It’s not just the clothing. A large part of the business here is building up the “experience”. Double-page spreads in magazines. Ads on TV. Product placement and sponsorship in golf tournaments, tennis matches, and sailing competitions. All of this builds up your perception of the brand and additionally, it costs money.
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Polo & Shirt Brand making a comeback among China’s elite
Luxury brands will fight tooth and nail to lure Chinese customers. The reason why their clothing will routinely sell for so much is that it’s a status symbol. If everybody was wearing a Gucci shirt, would it be a big deal? Of course not!
Because brands are more than clothes, watches, and accessories, they make people happy and proud of wearing them or give points to their role-play character development. It’s like showing what your character has collected beside the actual items.
The top most popular and expensive brands that sell shirts are Ralph Lauren and Hackett. The collection of Ralph Lauren Polo and Hackett Polo are the best offerings that the labels offer. Gucci shirts and Polos are absolutely different in terms of everything. While is a brand and offers shirts, Polos are garments offered by different brands including Ralph Lauren and Hackett. The quality of the Ralph Lauren polos are the extremely top notch and so is the case with the other luxury brands as well.
Polo Ralph Lauren, one of the top US luxury brands, plans to open its first company-owned stores in mainland China, joining a lengthening line of upmarket western brands eager to serve increasing demand from affluent Chinese consumers. The Luxury brand was looking for store locations not only in Beijing and Shanghai but in other Chinese cities. Polo Ralph Lauren planned to establish an e-commerce presence in China and elsewhere in Asia to reinforce its brand, describing China as a “once-in-a-lifetime opportunity.”
How to Market a Polo & Shirt Brand in China?
Today, on average, the Chinese people spend over three hours every day on their smartphones, mainly on social media and e-commerce platforms. Hence, a strong mobile presence is fundamental to a brand’s growth, development and continuing presence in the Chinese market.
China’s digital marketing landscape also shifts rapidly, and foreign firms slow to react to online trends can be left behind very quickly.
Branding Branding Branding
Brand management plays a leading role in strengthening the company’s competitiveness. Successfully promoting a brand communicates to the uniqueness, target reach, and exclusivity of the business or product, thereby impacting its reputation in the market.
The distinctive feature of the brand is an important advantage for a company. Additionally, content marketing on such media platforms should be engaging for consumers; the plot should be entertaining and informative.
This is important as content marketing involves the creation and sharing of online material (such as videos, blogs, and social media posts) that may not explicitly promote the brand but is intended to stimulate interest in its products or services.
Online Reputation is Vital for your Brand
Digital word of mouth is very important when it comes to attracting Chinese customers, and the first step to approaching this market should be to find out what Chinese clients are saying about you online.
Whether you want to build on a good reputation, create an online presence in China or balance out potentially negative reviews from the past, you’ll want to encourage future Chinese customers to leave more reviews online. You can do this by asking Chinese guests to leave you a review just showing that you care about their opinion and that you are aware of Chinese review sites will already be a good step to showing your respect for and commitment to Chinese visitors.
Reputation Management is aimed to boost online visibility and drive visitors to a website by assisting the reputation of a business within search engines. It helps foster a debate by enhancing conversation and “influencing the influencer”. Online Reputation Management can be used either for increasing positive brand and keyword content-driven search results or dissipating negative content that appears within search engines through brand searches, keyword searches, or both.
Embrace the Chinese E-commerce Platforms
People in China visit e-commerce websites such as Taobao and Tmall daily to explore new goods, instead of making a visit to the largest supermarket nearby. Although the integration of Online and Offline (O2O) commerce is not an entirely new concept, New Retail demands for greater customer-centric engagement achieved seamlessly through leveraging data technology.
Using WeChat’s mini app, they created an e-commerce platform for online ordering and payment. Users could customize their purchases within the app. They could select the color of the bag, badges, and even imprints. Afterward, they could use WeChat pay to track their shipment.
To cater to Chinese luxury consumers’ online shopping habits, Ralph Lauren has recently opened stores on the country’s major e-commerce platforms, Alibaba’s Tmall and JD.com, becoming one of the few luxury labels who have a presence on both channels. The brand also participated in the recent Alibaba’s “see now, buy now” fashion show ahead of China’s shopping frenzy Singles’ Day on November 11
Social media Transformative role for International Brands in China
WeChat is a mobile social media platform that has transformed the way an estimated one billion users run their professional and private lives. For instance, WeChat has a digital wallet and users can make in-store payments for goods and services or top up a mobile phone account; companies also let clients order via WeChat. WeChat then lets people track those deliveries and scan a bar code in-store and find out if something is cheaper online.
The Chinese social media landscape is also highly dynamic, with new platforms constantly emerging and older ones evolving. An example is WeChat’s Mini Program, which functions as an app within an app on the platform and has proven to be highly lucrative for luxury e-commerce.
It’s really important to communicate with digital media experts when strategizing your brand promotion online in China. Chinese customers don’t use social media to contact their friends as much as they use it to look up information about brands and promotions, make purchases, send money, and increasingly use reviews by those in their social networks to make spending decisions.
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