Which Luxury Brands Are Connecting, Digitally, With Chinese Consumers?
Despite concerted efforts by a handful of brands, according to a new "Digital IQ" study by the L2 Think Tank, most major luxury brands in China are failing miserably in their efforts (or non-efforts) to connect digitally with Chinese consumers.
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Contents
- L2 Think Tank Study By Scott Galloway (NYU) And Doug Guthrie (NYU, George Washington University) Measures Brands' "Digital IQ"
- Ranking
- Lancome scored highest on the list of 100 "global prestige brands" in terms of Digital IQ
- BMW
- Estee Lauder
- Audi
- Clinique
- Mercedes-Benz
- Clarins
- Acura
- Cadillac
- Wuliangye
- Brands that ranked lowest
- Moet & Chandon
- Chopard
- Shanghai White
- Dom Perignon
- Franck Muller
- Key Findings
- The Beauty & Skincare category is a leader in e-commerce, with six of 13 brands selling online
- Mercedes-Benz, Audi, Dior, and Lancome are actively and effectively engaging with users on a number of SNS platforms
- Only 42% of brands in the study have mobile-enabled sites
- Hong Kong fashion house
- Shanghai Tang
- is one of the first luxury brands to incorporate a Chinese-language iPhone application
- Baijiu maker Moutai and Hong Kong jeweler Luk Fook are the only brands in their categories to transact online, and Chinese skincare brand Herborist and Shanghai Tang are e-commerce enabled
- None of these champagne brands support a Chinese-language of their brand site
- Retail footprint does not always equate to digital buzz
- 10 Commandments
- Recommended
- Dig Deeper