Abstract
Based on the background that international luxury brands have entered the Chinese market in recent years and have carried out digital operation, this paper researches the channel layout of online marketing of luxury brands in China. And this paper analyzes the domestic market environment of luxury brands from four aspects of political factors, economic factors, social factors and technical factors, and analyzes the brands marketing layout from three aspects of new media channels, e-commerce channels and social retail channels. It is found that online marketing has a positive effect on brand management in the China’s market environment. Moreover, the boundaries among new media channels, e-commerce channels and social retail channels tend to be blurred. Each channel has its own advantages, and brands need to match their own positioning with channel economy.
Highlights
Luxury products originated in Louis XIV of France in the 17th century and involved in food, fashion, decoration and other aspects
Generation Z is one of the main groups of luxury consumption in China. They are deeply influenced by the development of the Internet, and their lives are extremely dependent on social media, which leads to the failure of relatively closed traditional luxury marketing mode in the Chinese market
Micro factors such as demand in the long tail market and behavior preference of generation Z make online marketing become the choice of luxury brands, while the drastic changes of macro social factors force luxury brands to choose online marketing
Summary
Luxury products originated in Louis XIV of France in the 17th century and involved in food, fashion, decoration and other aspects. Around the 21st century, international luxury brands successively entered the Chinese market, initially opening their stores in five-star hotels, covering high-end business districts. With the gradual popularization of luxury culture in China, the attitude of consumers towards luxury goods has changed. Asia provided the main growth impetus for the world luxury market, and consumers in China have driven the economic growth of luxury goods in Asia. Hong Kong and its neighboring countries are the first choice for mainland consumers to purchase luxury goods. Most of them are well educated and have strong ability to accept new things[2] This provides favorable conditions for the marketing of international luxury brands in China, and provides new ideas for strengthening the growth of luxury market. The development of luxury brands cannot be divorced from the macro environment, which must be taken into account in both long-term and short-term plans of brands.it is inevitable for luxury brands to shift their marketing layout from offline to online
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