Luxury Brands on Social Media in China

Photo: interbrand.com

Here’s a fascinating and detailed report on how luxury brands use social media in China, created by the good folks at CIC (which got acquired earlier this year).

The report details interesting insights into how luxury brands are using social media and online platforms, such as Weibo, BBS, and e-commerce channels, to target users. It also includes a comparison of the cultures and habits between westerners and Chinese in terms of their purchasing behavior.

And guess who did best on Weibo in China? Scroll down to page 36 and you will see that Burberry is doing a great job, at least based on the number of retweets and comments generated from January to May in 2011. Admittedly, the results are a little old but it does at least give a snapshot of how well luxury brands were doing last year. L2ThinkTank’s report last year also confirmed that Burberry is doing a good job in China.

An analysis by CIC revealed that Burberry has done very little in the way of product introductions (see page 37). Rather it focuses mainly on producing content centered around celebrities, designers, and fashion events. That’s a good point to take note of. Most netizens don’t like getting blasted by product info. It’s annoying.

You can catch the full report embedded below. And in case you’re also a fan of infographics, check out China’s “Social Media Landscape” infographic for 2012 that was also made by CIC.