Interview: Digital Luxury Group's Pablo Mauron Talks Social Strategy For China's Sophisticated Shoppers
The group's China general manager tells Jing Daily about his firm's marketing strategies as China's luxury "consumers are becoming more mature."
Montblanc's daban campaign on WeChat created by Digital Luxury Group. (Montblanc/Digital Luxury Group)
Montblanc's daban campaign on WeChat created by Digital Luxury Group. (Montblanc/Digital Luxury Group)
Contents
- What are some China-specific services you offer?
- You sent fashion blogger Peter Xu to Baselworld. What is the importance of KOLs (key opinion leaders) when it comes to product endorsement?
- In your annual World Luxury Index, you list the ranking of most-searched luxury brands on the internet in China. What are some general trends in the past few years based on these findings?
- Do you think wealthy Chinese consumers have moved beyond conspicuous consumption?
- Which brands will succeed and which will fail in this time of flux?
- As Chinese consumers become more sophisticated, they seek greater exclusivity and authenticity. What type of brand messaging appeals to this?
- Why don’t you think there is a homegrown international luxury brand yet and what will it take for one to develop?
- What has been the greatest challenge in starting the China office?
- What advice would you give to a foreigner thinking of starting a business in China?
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