Luxury brands jumped on Douyin, a hip short video app that is popular among China’s young social media users, that has even been called the WeChat for luxury goods. Wrong, very wrong, says marketing veteran Ashley Dudarenok to the Jing Daily.
To Ashley Galina Dudarenok, author of the Amazon bestseller “Digital China: Working with Bloggers, Influencers and KOLs,” it was a typical example illustrating how luxury brands over-cater to fashion and digital trends in China….
Another concern is whether their targeted audience has the purchasing power to buy luxury goods.
“As it turns out, most of the Douyin users cannot afford luxury goods,” said Dudarenok,… “Given the premium and exclusive nature of luxury goods, the sales-conversation rate generating from marketing on Douyin will be relatively low. In other words, there will be more people viewing the content but [far fewer] people purchasing products.”
Are you looking for more luxury brands experts at the China Speakers Bureau? Do check out this list.