China’s Massive Social Media Landscape Presents Challenges to Luxury Marketers
Photo Credit: Chinese luxury consumers heavily rely on apps in their decision-making process, which makes these platforms ideal for luxury travel marketing initiatives. A new Reuter: Intelligence study, released in partnership with ILTM China, highlights how messaging targeted to this audience is just as key as leveraging the technology. Adobe Stock / InsideCreativeHouse
Skift Take
The Chinese luxury market is huge but not monolithic. That's why understanding the capabilities of the country's myriad social media apps — and knowing how to nuance messages within them — is key to connecting with this lucrative market.
Luxury Travel News
The Skift New Luxury column is our weekly column focused on the business of selling luxury travel, the people and companies creating and selling experiences, emerging trends, and the changing consumer habits around the sector.
In the constantly evolving world of luxury messaging, one size does not fit all in this global market of ours. China is a prime example of this fact.
Not only do the Chinese use different social media channels than most of the rest of the world, but messaging to this market must be tailored to suit both consumers and the government, which requires a nuanced cultural awareness. It's a tricky balance creating content specifically for this audience while maintaining the brand's global story line.
Of course, brands also need to sift among China's proliferating social media channels. That mea
