The Communication Strategy of Luxury Brands in China and the Benefit and Threats in Chinese Market to Improve in Localization-Taking Louis Vuitton as an Example

Abstract

China's economy is growing rapidly. The consumption of luxury goods has ushered in a new era. Chinese market used thirty years' of change and discovery to accomplish the task that western countries finished in one century. Many luxury brands have pressed the accelerator button in the layout of the Chinese market. The occur of many luxury brands gives Chinese market unprecedented vitality and change the pattern of the world luxury market. From another perspective, the popularity of luxury goods in China is inseparable from the communication strategy of luxury brands in China. LVMH as a typical representative of luxury brands, it shows dignity to Chinese consumers through a variety of communication methods to present a noble and luxurious but friendly brand image, this successful communication strategy has set an example for Chinese luxury brands to follow and learn from. This paper conducts a comprehensive and profound analysis and research on Louis Vuitton's marketing methods in China, its advantages and disadvantages in the market, and how to improve them, so as to further provide useful experience for luxury brands in the Chinese market.