2025 奢侈品营销大变局：国潮崛起、直播破圈，谁在领跑中国市场？

Group 1: Industry Trends - The Chinese luxury goods market is rapidly evolving, projected to account for 25% of the global market by 2030, driven by a shift towards emotional and cultural consumption among younger consumers [2][4] - The rise of "new national tide luxury goods" reflects a strong revival of local culture, with products that blend traditional craftsmanship and modern design gaining popularity [4] - Over 90% of consumers are open to purchasing luxury items made from sustainable materials, indicating a shift towards rational and personalized consumption [4] Group 2: Advertising Investment - The luxury goods sector saw a 1.2% year-on-year increase in online advertising investment in early 2025, reaching a record high of 335 million [5][8] - Brands are increasingly focusing on "node-based integrated marketing," leveraging key shopping periods for maximum exposure and conversion [8] Group 3: Media Transformation - The media landscape is shifting, with mobile advertising still dominant at 64.4%, but OTT (big screen) advertising growing significantly from 12.5% to 28% [9] - Video platforms account for 67.7% of advertising investment, making them the primary medium for luxury brands to enhance brand influence and purchase appeal [9] Group 4: Creative Innovation - Luxury brand advertising is increasingly localized and scenario-based, utilizing local celebrities to connect with Generation Z consumers [10][14] - Seasonal gift marketing strategies are being employed to enhance brand image and sales during peak gifting periods [14] Group 5: User Segmentation - The luxury consumer base is diversifying, categorized into four segments: heavy, moderate, light, and potential consumers, each requiring tailored marketing strategies [15][19] - Heavy consumers seek exclusivity and personalized services, while moderate consumers value membership benefits and brand affinity [15][16] Group 6: Omnichannel Integration - Luxury brands are transitioning from single-point marketing to a full-chain closed-loop approach, utilizing both online and offline strategies to enhance consumer experience [20] - Brands like Rolex and MiuMiu are effectively integrating social responsibility and cultural engagement into their marketing strategies to resonate with younger consumers [20] Conclusion - The Chinese luxury market is entering a "new luxuryism" era, where brands must focus on quality, cultural engagement, and interactive marketing to appeal to discerning consumers [21]