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Luxury Brand Localization on Chinese Social Media
- 1 RCF Experimental School
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Abstract
This paper explores the localization strategies employed by global luxury brands on Chinese social media platforms. As China becomes the largest luxury market in the world, brands such as Gucci, Louis Vuitton, and Burberry have adapted their marketing strategies to better resonate with Chinese consumers' cultural preferences and digital behaviors. Platforms like WeChat, Douyin, and Weibo have become essential for brands to connect with local audiences through personalized content, collaborations with Key Opinion Leaders (KOLs), and culturally tailored campaigns. Through case studies, this research highlights how these brands successfully integrate global prestige with localized digital strategies to enhance brand awareness, foster consumer loyalty, and drive sales in China. Additionally, the study examines the influence of cultural factors, such as collectivism and the importance of social status, on Chinese consumers’ attitudes towards luxury goods. These insights shed light on the evolving landscape of luxury brand marketing in China’s dynamic digital ecosystem and offer perspectives on future trends.
Keywords
Luxury Brand Marketing, Localization Strategies, Chinese social media
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Cite this article
Fan,E. (2024). Luxury Brand Localization on Chinese Social Media. Advances in Social Behavior Research,13,35-39.
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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Journal：Advances in Social Behavior Research
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