Abstract
In recent years Chinas luxury industry has been developing rapidly, and the market for luxury bag consumption is gradually maturing. The marketing strategy of luxury brands in the Chinese market is relevant to the development status and prospects of the brand and the industry. This paper provides an overview of the current situation of the Chinese luxury market. It analyses luxury brands marketing strategies in the bag category from four perspectives: product strategy, pricing strategy, promotional strategy, and placing strategy. The study identifies brand marketing problems within the Chinese market, including unregulated marketing practices, failed localisation, and ineffective consumer targeting. Based on these issues, the paper provides suggestions for luxury bag brands to strengthen internal management and localisation, as well as to increase the use of technology in order to keep up with the times and meet the diverse needs of consumers. Analysing the marketing strategies of luxury bag brands in the Chinese market can provide a reference for the industry and promote its development.
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