2025年奢侈品行业网络营销监测报告

Industry Trends - The personal luxury goods market in mainland China has experienced fluctuations over the past decade but is overall on a growth trajectory, with expectations to become the largest luxury market globally by 2030, capturing 25% of the market share, surpassing the US and Europe [3][8] - Consumer preferences are shifting from "symbolic consumption" to "lifestyle and cultural resonance," emphasizing sustainable consumption and technology-driven experiential innovations as key trends [1][3] Advertising Investment Trends - In January-February 2025, the luxury goods industry's online advertising investment index saw a mild year-on-year increase of 1.2%, reaching a near four-year peak, with advertising peaks closely linked to holiday consumption [8][11] - The advertising investment landscape is dynamic, with significant changes among the top 15 advertisers, reflecting intense competition; L'Oréal Group leads with an online advertising investment index of nearly 120 million [11][18] Media and Creative Strategies - Advertising spending is shifting towards OTT platforms, with video websites accounting for 67.7% of the investment share; full-screen and video pre-roll ads are favored, making up over 80% of the advertising formats [18][21] - Local celebrity endorsements remain crucial for brand outreach, with an increasing trend of collaboration with sports stars [21][24] Marketing Observations - The luxury goods market is witnessing a structural change in consumer demographics, with a clear trend towards younger and more rational consumers; brands need to adopt differentiated marketing strategies based on user segmentation to meet diverse consumer needs [2][33] - The marketing strategy for 2025 emphasizes balancing short-term traffic acquisition with long-term brand value, utilizing multi-channel integration to enhance consumer experience and drive sales conversion [2][36] Brand Case Studies - Rolex is enhancing its high-end brand image through a multi-channel approach, integrating online and offline marketing strategies, including sponsorship of high-end sports and arts events [46] - MiuMiu is leveraging celebrity influence and social media to engage younger consumers, employing creative campaigns to refresh its brand image and expand market share [49][51]