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]

Industry Trends - The personal luxury goods market in mainland China has shown 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 [9][10] - Consumer preferences are shifting from "symbolic consumption" to "lifestyle and cultural resonance" and "experience premium," with sustainable consumption and technology-driven experience innovation emerging as significant trends [9][10] - In early 2025, the luxury goods sector's online advertising expenditure index saw a mild year-on-year increase of 1.2%, closely linked to peak consumption periods during holidays [12][18] Marketing Observations - The structure of consumer groups in the domestic luxury market is changing, with a noticeable trend towards younger and more rational consumers. Demand is shifting towards quality, culture, and personalized experiences, reducing ostentatious consumption while enhancing emotional and identity recognition [4] - The luxury sector must balance short-term traffic and long-term value through precise targeting, leveraging hot topics, and holiday marketing to drive immediate sales while building brand equity through sustainable narratives and IP development [4] Advertising Trends - The advertising landscape is evolving, with a significant shift towards OTT platforms, while mobile remains the primary advertising terminal. Video websites account for 67.7% of advertising expenditure, with full-screen and video pre-roll ads being favored formats [26][27] - In early 2025, the competitive landscape among luxury brands is intense, with L'Oréal leading the advertising expenditure index at nearly 1.2 billion, significantly outpacing competitors [18][19] Creative Trends - Local celebrity endorsements and scene-based marketing are becoming mainstream strategies, with domestic stars playing a crucial role in localizing brand marketing efforts [3][29] - Seasonal marketing strategies focus on limited edition packaging and cultural symbols to enhance product appeal during peak sales periods like New Year and Valentine's Day [33] - Live streaming of fashion shows is being utilized to showcase new designs and engage consumers in real-time, enhancing brand interaction and cultural transmission [41]