Key data on the digital luxury market
The levers offered by digital means success for all sectors wishing to establish themselves in China. Indeed, Chinese are big consumers of digital. Today, digital has many facets (SEO, Website, Mobile etc.) which serve marketing. This is especially true for digital marketing set up in the luxury sector. Indeed, luxury uses digital more than ever to reach his Chinese digital target. To illustrate that, 40% of the media budget of luxury brands is dedicated to the web, 15% to the mobile advertising. The main reason for this popularity is that the web is a great creative platform where brands are free to post videos, photos and create interactivity.
The first front door of luxury is search engines
Search engines are the primary front doors of luxury. More precisely, it is Google that gets the largest number of requests. There are about 64,706 different queries on an average Google search. These queries return about 209,323,094 results. In 2012, 30% of the traffic on the websites of luxury brands was generated by advertising campaigns.
Queries are much more intense during periods of year-end (before Christmas) and just after the holidays in early January. They are also very intense from March 4 to 17 and from 24 to 30 June (sales period last out).
Here are the top 5 of luxury brands offering the large amount of result pages on Google: Omega, BMW, Mercedes, Audi and Ferrari.
Car brands prevail so far ahead and are more prevalent on the web.
Blogs and luxury
Blogs are also very popular with luxury brands. They create a direct link with the consumer / the fan and to have credibility by the opinion of the blogger. The blog is a way to differentiate them by becoming a reference brand, proven and approved by the blogger. The brand can’t lie and the blogger acts as spokesman goal.
In 2012, among the most popular brands on blogs, we found in the first position Saint Laurent, Karl Lagerfeld in second position followed by Marc Jacobs, Givenchy, Chanel, Christian Dior, Jean Paul Gaultier, Swarovski, Thierry Mugler and finally Bulgari tenth.
The importance of social networks
Among the 151 brands observed, 78% of them have activated at least 4 of the 6 most used social networks and 26% of them have used more than 4.
The weight of social networks is distributed like that: Facebook accounts for 26% of social presence, Youtube 25%, Twitter 24% and 15% for Pinterest. The presence on networks like Linkedin and Tumblr is still relatively low.
Luxury brands are present in 89% on Facebook, 86% on YouTube, on Twitter 83%, 53% on Pinterest and 31% on Google+.
The importance of content on social networks is essential. It will help to attract many visitors and if possible get them involved. We can divide the content into two parts: one about the news on the brand (its events, advertising campaigns, celebrity news and new collections) and the other as a focus on the client (advice, offers, games and interaction contest questions / answers and communities)
The mobile trend
Most luxury brands have been able to extend their site via mobile versions of iPhone and Android applications. Indeed, of the 151 luxury brands observed, 65% of them have at least one mobile application, and 23% had more than 3.
Brands with no mobile site or application have still integrated (80%) the web dimension to their regular website with functionalities such as whish-list, store locator etc.).
The content of the applications are more or less the same: 21% of the application is dedicated to product catalog brand, 19% of brand content (video, photos, playlist, interviews …), 13% to the geolocation of shops and 10 % to the global news brand.
However, brands wants to be more interactive by creating games, competitions and practical tools to make the most unique mobile experience possible. Iphone application development is much greater than on Android (86% against 20% on iPhone on Android).
Here are the brands with the most mobile applications: