奢侈品行业明星与社媒营销数据洞察

Investment Rating - The report does not explicitly state an investment rating for the luxury goods industry Core Insights - Celebrity endorsements and commercial collaborations remain crucial marketing strategies in the luxury goods sector, with a notable trend towards younger, female, and post-90s actors as brand ambassadors [1][6][8] - Social media platforms like Weibo and Xiaohongshu are primary channels for brand promotion, while e-commerce platforms like Tmall facilitate commercial conversion [1][6] - Despite a decrease in the number of officially announced celebrity endorsements (down by 51), the luxury sector remains highly active, second only to apparel and beauty categories [6][8] - Brands such as Dior and Guerlain have shown high interaction rates with their celebrity endorsements, while Chaumet has demonstrated significant commercial value through its social media presence [1][8] Summary by Sections Celebrity Endorsement and Commercial Collaboration Overview - The luxury goods industry has seen a reduction in the number of official celebrity endorsements, yet it remains a vibrant category with high activity levels [6][8] - The report highlights the effectiveness of celebrity endorsements in driving brand engagement and commercial success [1][6] Celebrity Endorsement Case Study - Chaumet - Chaumet has successfully utilized its celebrity endorsements to enhance brand visibility and engagement, with significant interaction metrics on social media [1][10] - The current brand ambassador, Yu Shi, has contributed to a notable increase in the brand's social media following and engagement [26][29] Brand Marketing Case Study - Dior - Dior has maintained a high frequency of commercial collaborations, achieving substantial sales through these partnerships [13][14] - The brand's marketing efforts have been significantly boosted by high-profile events and endorsements from celebrities like Dilireba and Liu Yuxin, leading to peaks in brand visibility [50][56]