2025奢品行业白皮书-小红书&Vogue Business

Core Insights - The Chinese luxury market is undergoing a structural transformation from "symbolic consumption" to "cultural identity," with Xiaohongshu emerging as a key strategic platform for luxury brands to connect with Chinese consumers, reshaping the consumption decision chain and promoting cultural empathy and resonance [1][19]. Consumer Behavior Changes - High-net-worth individuals show "counter-cyclical" consumption resilience, with 43% indicating they will increase daily luxury goods consumption in the coming year, shifting their focus from materialism to values, culture, and lifestyle experiences [2][24]. - Middle-class consumers are leaning towards "long-termism," emphasizing classic items and product value retention, with discussions around "long-termism" on Xiaohongshu reaching 950 million views [2][26]. - Decision-making factors are evolving from "symbolic consumption" to "cultural identity," with younger consumers prioritizing brand alignment with personal identity, as seen in the "New Chinese Style" fashion content on Xiaohongshu [2][31]. Consumer Segmentation on Xiaohongshu - Xiaohongshu categorizes luxury consumers into six profiles: "Luxury Lifestyle Enthusiasts," "Self-Celebrators," "Trendy Luxury Seekers," "Subtle Luxury Intellectuals," "Luxury Newcomers," and "Socially Conscious Consumers," providing brands with targeted operational strategies [3][66]. Cultural Translation and Resonance - Cultural translation is crucial for localizing luxury brands, with examples like Bulgari's snake-themed exhibition increasing search interest by over 300% and Gucci's bamboo elements bridging Eastern and Western cultures [4][5]. - Events like DeBeers' high-end jewelry dinner and Cartier's art exhibitions leverage Xiaohongshu for deeper brand cultural recognition, with Cartier's event generating over 15 million exposures [6][5]. Full-Scale Transformation - Xiaohongshu's mini-programs and stores are driving a closed-loop system for brands, with Dior's mini-program achieving full-category sales and Longchamp's custom services seeing a 600% increase in DGMV [7][19]. - The collaboration between Xiaohongshu and platforms like Taobao is enhancing the consumer journey from interest to purchase, with brands like Maison Margiela seeing a 70% increase in e-commerce ROI [8][19]. Strategic Importance of Xiaohongshu - Xiaohongshu is positioned as a critical partner for luxury brands in understanding and engaging with the Chinese market, transforming from a social content platform to a strategic high ground for luxury marketing [19][18]. - The platform's unique user-generated content ecosystem fosters emotional resonance and cultural innovation, allowing brands to co-create narratives with consumers rather than merely transporting cultural elements [36][37].