華麗志-2022（第三季度）中國奢侈品營銷報告：如何找到中國私域沃土 2022 Q3 China Luxury Marketing Report

Preface021.Weiboluxuryconsumerinsight:03howtoeffectivelydraw"nutrients"fromthepublicdomain?2.Luxuryindustry'ssemi-annualmarketing06keywordsonWeibo:rackingpublicdomainkeywordsandrevitalizingprivatedomaintrafficCustomizedprojectsandcooperationnegotiationspleasecontact.QiongWang-ProjectDirectorofLuxe.COWeChat:elisatina929(Pleasenote“IntelligenceCollaboration,"yourname,andcompany)E-mail:lci@luxe.coReportAuthor:ZhuRuoyu,WangQiong,WangJunyang,JinDaixiLayoutDesign：TangQiCompletiondate:December20223.WeiboLuxuryBrandVitalityRanking154.Luxurybrandhighlightcasestudies/analyses:26luxurymarketingmethodology22022Q3ChinaLuxuryMarketingReport:HowtoLocatetheFertileLandofPrivateDomain?ThehighlydevelopeddigitallandscapeoftheChinesemarkethashelpedluxurybrandstoacceleratetheirpaceandimproveefficiencyalongtheentirechainof"marketing"and"sales".Inchinesemarket,brandsusedtooperatemoreonthe"publicdomain".Asthecostofpublicdomaintrafficgrows,brandsarebeginningtofocusonrefiningoperations,graduallyopeningupnewlandandactivatingthevalueof"privatedomain".Asthepublicdomainprovidesbrandswithmassiveandabundantusersandtraffic,theprivatedomainallowsbrandstohavemoreautonomyinthewholechainofmarketingandsales.Today,privatedomainoperationhasbecomealmostamust-haveforluxurybrands,andmanyofthemarealreadydeeppractitionersoftheinnovativeintegrationofpublicandprivatedomains.Ontheonehand,brandscanrepeatedlyuseprivatedomaintoreducethecultivationcostonthepublicdomain;ontheotherhand,brandscandrawthenutrientsfromthepublicdomaintotheprivatedomaininordertomaintainlastingvitalityoftheprivatedomain.Forluxurybrands,enrichthemarketofprivatedomainmoreeffectivelybreedsmorepossibilitiesforthebrand’sinnovativemarketing.Andsoil(theplatform),nutrients(theusers),water(thecontent)andsunlight(themethodology)arethefourbasicconditionsfornourishingtheland.Fromthisperspective,Weibo,regardedasthelargestpublicdomaintrafficplatforminthecontentindustry,hasauniqueadvantage.Formanyluxurybrands,Weiboisnaturallyavastandfertile“blackland”forpublicdomaintraffic,andtheAllcapsistohelpbrandscontinuouslydraw"nutrients"fromthispublicdomain"soil"ofWeibo.Allcapsistohelpbrandstocontinuouslyextract"nutrients"fromthispublicdomain"soil"tothebrand'sprivatedomain,andtocontinuouslyexpandtheluxurymarketingmethodologywithrenewedcontentcreation.3howtoeffectivelydraw"nutrients"fromthepublicdomain?442022Q3ChinaLuxuryMarketingReport:HowtoLocatetheFertileLandofPrivateDomain?Socialmediaplatformisahugepublicopinionfieldwithahugeusergroup,diversifiedcirclestructure,andgatheringlarge-scaleinterestusers.Analyzingandstratifyingusers'interestsandcommunicatingwiththeminacustomizedwayisimportantforluxurybrandstomakeuseofsocialdataforsystematicmarketing.WeiboisthemainsocialopinionfieldinChina.ThescaleofactiveluxuryusersonWeibocannotbeunderestimated,andtherearemorethan100millionluxuryinterestgroupsgatheredontheplatform.Inaddition,underthemodeof"trends+social",thecirclevalueofWeibostillhasgreatpotential.Intermsofgenderratio,amongthenewuserswhofollowluxurybrands'officialaccounts,femaleusers(59.8%)arehigherthanmaleusers(40.2%),andthedifferencebetweenthetwoisevenmoreobviousintermsofthenumberofpeoplewhointeractwiththeaccountposts,withfemaleusers(61.4%)farexceedingmaleusers(38.6%).Thismeanstwothings:maleusersarebecomingapotentialusergroupthatluxurybrandscannotneglect;atthesametime,thereisstillhugespaceforluxurybrandstoexplorethecontentproducedformaleusers,bothintermsofformandquantity.Luxurybrands'officialaccountinQ32022GenderRatioofNewFansLuxurybrandaccountpostsinQ32022GendershareofinteractingpeopleFromtheperspectiveofagegeneration,thenewusergroupsfollowingtheofficialaccountofluxurybrandsaremainlypost-00sandpost-90s,accountingformorethan85%.Officialaccountshavebecomethegatheringplaceofyoungluxuryconsumers,andthisyouthfultrendisalsoreflectedintheinteractioncrowdofluxurybrands'posts.Amongthepeoplewhofollowthebrand'sofficialaccount,thepost-90s(44.3%)aremorethanthepost-00s(41.6%),andthepost-90s(45.7%)arealsohigherthanthepost-00s(40.5%)ininteractingwiththeluxurybrand'sposts.Inthefuture,luxurybrandsstillneedtofurtherexploretheinterestsandneedsofthepost-00sorevenyoungergenerationofusers,andcreatemorehigh-qualitycontenttoawakenadeepresonancewiththem.Luxurybrands'officialWeiboaccountsinQ32022-AgeGenerationDistributionofNewFansLuxuryLuxurybrands'officialWeiboaccountsinQ32022-AgeGenerationDistributionofNewFans5FunnyFoodReading/WritersScienceandTechnologyFlimEntertainmentFunnyFoodReading/WritersScienceandTechnologyFlimEntertainmentDesign&CelebritySocietyEducationAnimePetFashionTVseriesMedicalBVarietyEmotionITIndustryHowtoLocatetheFertileLandofPrivateDomain?CityCitydistributionandeducationlevelofnewfollowersofluxuryindustryofficialaccountsinQ32022Weiboisalsoacircleinterestfield,acommunicationplatformforfashion,beauty,film,music,sportsandothercircleenthusiasts.ThepositiveinteractionwithinthecircleistheuniqueadvantageofWeibo.WeiboWeiboluxurybrandsinQ3of2022Top20interesttagsofthenewfanbaseofofficialaccountsWeiboluxurybrandblogpostsinQ3of2022Top20InteresttagsofInteractiveCrowdEducationTVseriesCosmeticsFashionFilmEntertainmentMedical&CelebritySportsFoodITindustryVarietyEmotionFoodITindustryVarietyEmotionMusicShowSocietyDesign6marketingkeywordsonWeibo:andrevitalizingprivatedomaintraffic1、Q3luxuryindustrysoundvolumequarterlytrenddatachartandanalysis2、Q3luxuryindustrykeywordsTop1003、Q3luxuryindustrymarketingkeywordsandcaseillustration72022Q3ChinaLuxuryMarketingReport:HowtoLocatetheFertileLandofPrivateDomain?1.DatachartandanalysisofthesoundvolumetrendoftheluxuryindustryinQ337.1Billion+13.7%20.9%erDataBank2022Q1-Q3LuxuryindustrysoundvolumeonsocialmediaincreasedYoY2022Q3LuxuryIndustrySocialVoiceVolumeUpYoY2022Q3LuxuryIndustrysoundvolumeonsocialmediaInthethirdquarter,withthegradualrecoveryofofflinechannels,luxurybrandsbegantoacceleratetheireffortsintheChinesemarket.Theycarryoutaseriesofintensemarketinginitiativesandchannelexpansions,continuingtoinnovateinmarketingandcommunicationtomaintaincommercialvitalityandmaintainamoreactive,morecloserconnectionwithChineseconsumers.Weiboisoneofthemainsocialcommunicationplatformforluxurybrands.AccordingtoWeibodata,thesocialvolumeoftheluxuryindustryonWeiboreached37.1billion+inthefirsthalfof2022,showinga20.9%year-on-yearincreasecomparedto2021.TherelevantdataconfirmsthatthesocialmarketingpopularityofluxurybrandsintheChinesemarkethascontinuedtogrowinthethirdquarterofthisyear.AsluxurybrandsstepintoadeeperstageofmarketinginChina,howtorevitalizetheprivatedomaintrafficandoperatethetrafficfinely,toimproveuserretentionandactivityandenhancebrandvalue,becomesaessentialquestionofluxurybrands.Thebreakthroughpointtosolvetheseproblemsistotransformthemassivefollowersgainedfromthepublicdomaintothebrand'sprivatedomainandaccumulatethebrand'ssocialassets."Howtoefficientlyconvert"becomesthekey.Forthisreason,basedonthehotevents,marketingactivities,andthedynamicsofluxurybrandsonWeibointhethirdquarterof2022,LUXE.COandWeibohavesummarizedthreekeywordsandhighlightcases,includingsometop100postcasesintheluxuryindustry,toprovidereferenceforluxurybrandstoeffectivelyreachluxuryinterestusersinthepublicdomain.8style2022Q3ChinaLuxuryMarketingReport:styleHowtoLocatetheFertileLandofPrivateDomain?2.Top100luxuryindustrykeywordsinQ3SpontaneousSharpConstructionActingCleansingGrandShowabundanceRecordabundanceSpring/SummerNewStyleNewStyleZhuYilongMoisturizingReturnEleganceSpokespersonlvInterpretationbrilliant2EnjoymentExpectationDevotionLifeFoamSpokespersonlvInterpretationbrilliant2EnjoymentExpectationDevotionLifeFoamshowcaseLiuYuxinStretchingLonginesTNTfriend2BrandAmbassadorAvant-gardeDesginGentleFashion2023ArtElegantoutlineCoralLuoYizhouTonyYuReady-to-wearLuHanGucciMercuryLiuYuingenuityDiorLiuYuingenuityDiortfboysDearPersonalityAranyaFlowonCleanRendez-vousSongWeiLongtextureBrandtextureBrandWangYiboXiaoZhanAmbassadorbeautifulWomenSilhouetteWangJunkaiaddUserColoriseExperienceTOP100Post2022Q3ChinaLuxuryTOP100PostHowtoLocatetheFertileLandofPrivateDomain?3.Analysisofluxuryhighlightcases:luxurymarketingmethodologyMarketingkeyword1:localcelebrities'deepco-creationLuxurybrandshavedeepbrandstories.Theinfluenceandappealofthebrandallowthemtogathertheindustry‘sleadinghumanresources,frombrandexecutivesandcreativedirectorstocelebritiesinvariousfieldssuchasfashion,art,music,film,andtelevision,canbecomethestoryteller.Thisalsoprovidesabasicideaofwhomluxurybrandscancollaboratewitheveryone,andhowShortShortFilmtheycancollaborate.Ontheonehand,luxurybrandsareconstantlyenrichingtheircelebrityprofilestoreachmoreconsumergroupsandconsolidatetheirbrandimageof"authentic,professional,andpositive"inconsumers'minds.Ontheotherhand,luxurybrandsarealsoexploringdeeperconnectionsandcreationswithcelebritiesinmorediverseandinnovativeforms,openingdeeperco-creationofcontent.DDocumentaryTOPTOP100PostPradaandGQco-producedthedocumentary"ATiger《打個招PradaandGQco-producedthedocumentary"ATiger《打個招Xukun,ChunXia,andbrandambassadorMaLong.9preludetothe#LVA'nayamen'sshow,producedbyJiaZhangkeujun2022Q3ChinaLuxuryMarketingReport:HowtoLocatetheFertileLandofPrivateDomain?CCollaborationLoewecollaboratesambassadorWuLeitolaunchanewco-cucumberscentedcandle.VideodLiRonghaohioninaaturinghisclassiceTogether《在一起嘛ShortShortFilmerreleasedtheeoseriesMakeYourOwnPath,aryartistncerYinFang,polarorerFengJingersStoryStoryFilmGoldenGooseoratedwithkespersondanceartistXieXintocreateryfilmExhibition2022Q3ChinaLuxuryMarketingReport:ExhibitionHowtoLocatetheFertileLandofPrivateDomain?Marketingkeyword2:OnlinecommunicationforbigbrandeventFashionshows,exhibitions,storeopenings,etc.arethemostimportantbrand-buildingmethodsforluxurybrands.Theseeventsusuallyrequiresalotofinvestment,buttheaudiencetheycanreachofflineisrelativelylimited.Inthissituation,brandscreatetopicsonlineandcontinuouslycarryoutrelevantcontentoutputtoexpandthecommunicationvolumeandreachmoreonlineaudiences,tomaximizethereturnoninvestmentofbigeventsoffline.FashionFashionShowTOPTOP100PostBVLGARIheldthe"BulgariEden,TheGardenofWonders"highjewelryandwatchcollectionexhibitionattheShanghaiExhibitionCenter.Theexhibitionwaslive-streamedonWeiboandfeaturednumerouscelebritycollaborationvideos.TOPTOP100PostLouisVuittonlive-streamedtheAranyashowonWeibo.2022Q3ChinaLuxuryMarketingReport:HowtoLocatetheFertileLandofPrivateDomain?EExhibitionCHAUMETParisheldanextensionofthe"Botanical–ObservingBeauty"exhibitionattheChinaWorldMallstoreinBeijing,presentingtheexhibitionsiteandguestconversationsthroughWeibovideos.NewNewStoreMarni'sfirstconceptflagshipstoreinChinawasopenedinShanghaiJCMandarinSquare.AcreativevideowasreleasedonWeibotocountdowntheopeningandmanyfashionKOLscollaboratedwiththebrandtoexplorethestore.TOPTOP100PostNewNewStoreAMIofficiallyannouncedtheopeningoftheQingdaoboutiqueonWeibo.NewNewStoreRalphLaurenunveiledthenewRalphLaurenHouseinSinoOceanTaikooLi,Chengdu,sharingtheopeningsceneonWeibowithactorsandactressDengChao,SongYanfei,andTanKaipresent.2022Q3ChinaLuxuryMarketingReport:HowtoLocatetheFertileLandofPrivateDomain?MarketingKeyword3:DiversecommunicationofbrandcultureDeepintotheonlinechannel,luxurybrandsareexploringmoremodernnarratives.Theyarereleasingmultipleformsofcontentonline,suchasprint,video,andaudio,invitinginfluencersfromvariousfieldstocollaborate,orplanningcreativeperspectivestotellthebrand'sstoryandcultureinauniqueway.Forluxurybrandswithlonghistory,itsstoryisenduring,buttheformatsandmediatospreadthestoryneedtoevolvewiththetimes.Thesediversifiedattemptsarebecominganotherextensionofbrandequityinthedigitalage.VideoandaudiooftheproductstoryBrandDocumentaryTOPTOP100PostGuccipresentedthe"MindTravelers"handbagstorywithaseriesofvideosandaudiocontentbybrandspokespersonLiYuchun,supermodelJingXiang,writerYangHao,supermodelLiuWen,dancerWuMengke,anddirectorZhangMao.BVLGARIreleasedthedocumentaryfilm“InsidetheDream”,whichtellsthestorybehindthescenescreationofthehighjewelrycollection.2022Q3ChinaLuxuryMarketingReport:HowtoLocatetheFertileLandofPrivateDomain?BrandBrandBookQeelinheldthe"Qeelin18FOREVER"limitedthemeexhibitionatPlaza66inShanghai,showcasingQeelin'sfirstbrandbook.ShortShortVideoAMIreleasedanewepisodeof"AmiDiaries",ashortvideoabouttheinspirationandbehind-the-scenesstoriesofthebrand'sSpring/Summer2023fashionshow.PoPodcastWE11DONEreleasedapodcastaudioonWeibo,wherethefoundertellsthestorybehindthebrandinChinese.VideoVideoofthebrandstoryChanellaunchesthe"IamBijouxdeDiamants",aseriesoffilmstellingthestoryofthebrand'sfounder,MademoiselleCocoChanel,wholaunchedherfirstdiamondjewelrycollection90yearsago.WeiboLuxuryBrandVitalityRanking:The“Source”ThatWatersthePrivateDomainSoil1.WeiboLuxuryBrandVitalityRanking2.IndustrycasesfromtheWeiboRankingBrandInteraction2022Q3ChinaLuxuryMarketingReport:BrandInteractionHowtoLocatetheFertileLandofPrivateDomain?1.WeiboLuxuryBrandVitalityRankingTosummarizethemarketingactivitiesofluxurygoodsinChinainthethirdquarterof2022,LUXE.CO,togetherwithWeibo,rankedthebrandsinthreedimensions:brandcommunication,brandinteraction,anduserstickiness,whichledtothe"WeiboLuxuryBrandVitalityRanking".TheQuarterlyWeiboLuxuryMarketingRankingincludesthreesub-dimensions,the"ready-to-wearandbag","watchandjewelry",and"TrendyLuxuryProducts".Therankingreflectstheresultsofluxurybrands'activities,innovationandprivatedomainbuildingonWeibo,andprovidesareferenceformoreluxurybrandstogainprivatedomaintrafficandpracticemarketinginnovationintheChinesemarketthroughWeibo.Therankingisbasedonthreemainindices(BrandCommunication,Interaction,andStickiness),includingthebrand'skeyinfluencedataindicatorsonWeibo(keywordsoundvolume,basicprofile,brandinterestgroup,numberofnewfollowersonofficialaccount,numberofloyalfansonofficialWeibo,averagedailyinteractionvolumeonofficialWeibo,etc.),witchweightedtocalculatetheoverallscore.PerformanceofpeoplePerformanceofpeoplewhohaveinteractedwiththebrandduringtheperiodperformanceofthebrand'sprivatecitydataonWeiboduringthestatisticalperiod,includingnewfollowersandfans,etc.BrandCommunicationThetotalvolumeofthebrand'svoiceonWeiboduringtheperiod,includingreads,mentions,etc.2022Q3ChinaLuxuryMarketingReport:HowtoLocatetheFertileLandofPrivateDomain?2022Q3ChinaLuxuryMarketingReport:HowtoLocatetheFertileLandofPrivateDomain?2022Q3ChinaLuxuryMarketingReport:HowtoLocatetheFertileLandofPrivateDomain?202022Q3ChinaLuxuryMarketingReport:HowtoLocatetheFertileLandofPrivateDomain?2.IndustrycasesfromtheWeiboWeibobrandaccountshelpluxurybrandsirrigatemore"water"intheirprivatedomains.TargetingatthepainpointsthatKOLqualitycontentisdifficulttobeprecipitated,brandcampaignsaredoneandgone,andbrandusersaredifficulttoberetainedWeiboBrandAccounthelpsbrandstoopenuptheflowhn2.1Localcelebrities'deepco-creation+BrandAccountBulgari、ValentinoOnAugust24th,Bulgariheldthe#EdenTheGardenofWonders#highjewelrycollectionlauncheventatShanghaiExhibitionCenter,wheremanycelebritiessuchasShuQi,ChenKun,QinHailuandYangYangworethebrand'shighjewelrycollection.Intheevening,amodelshowopenedtheevent,andtheCirqueduSoleilCreation-Xshow,ShanghaiPhilharmonicOrchestraandShanghaiBalletallbroughtwonderfulperformances.Manycelebritiesgatheredattheevent.BulgarialsolaunchedonlinelivebroadcastoftheeventonWeibo.Theexhibitionsitewascarefullyarrangedaroundthethreethemesnearly400piecesoffinejewelryfromBulgari'sheritagetothepresent. over470milliontimes,andthelivebroadcastoftheEdenofWondersHighJewelryCollectionlauncheventwaswatchedby28.45millionpeople.Inadditiontotheonlinelivebroadcast,BulgarialsoinvitedstarssuchasWangLi-kun,QinHailu,Tonya,YangYang,ZhangZiyi,ChenKunandShuQitoshootaseriesofvideoblockbusterswiththethemeofEdenofWonderlandtoshowthehighjewelryitemsfromdifferentangles.Thevideosbecomecomplimentarytotheliveevent.Inthisprocess,thebrandalwaysmaintainstheidentityofan"openorganization",andthestarsarerapidlytransformingintotheroleof"narrator"oreven"creator"inthisorganization.2022Q3ChinaLuxuryMarketingReport:HowtoLocatetheFertileLandofPrivateDomain?ValentinooreleasedashortmusicvideoCanWeBeTogether"throughWeibo.AspartofValentino'sJuly4thadvertisingcampaign,themusicvideocombinesmusicandfashion,featuringtheLiRonghaoThethemeofthecampaignis"SurroundedbyLove".Thebrand's"V"logoisusedasaclassicelementthroughoutthecampaign,whichcombinesthelifeclipsofcouplesindifferentspaces.Throughpost-editing,aseriesofinteractionsindifferenttimeandspacearets al CelebrityfansarethemostactivegroupofpeopleonWeibo.Theyareusuallyverysensitivetofashionandhavecertainpurchasepower,sotheyarealsoanimportantpotentialaudienceforluxurybrands.InChina,WeiboisoneofthemostdirectandimportantsocialmediaplatformswherefanscanengageandinteractCelebrityfansarethemostactivegroupofpeopleonWeibo.Theyareusuallyverysensitivetofashionandhavecertainpurchasepower,sotheyarealsoanimportantpotentialaudienceforluxurybrands.InChina,Weiboisoneofthemostdirectandimportantsocialmediaplatformswherefanscanengageandinteractwithcelebrities.BychoosingtostartacelebritycollaborationonWeibo,luxurybrandsareabletoreachthisimportantaudiencemoreeffectively.TherearealsomanyinterestgroupsbuiltbyusersonWeibo,includingthosethatmatchthetoneofluxurybrands.Byjoiningforceswithinfluencersinthesegroups,brandscanreachmorepotentialconsumersdirectly.Inaddition,thecollaborationbetweenluxurybrandsandcelebritieshasbecomedeeperandmorediverse,shiftingfromaunilateralbrand-ledapproachtoco-creationanddialogue,andintroducingricheraudiovisualcreativity.222022Q3ChinaLuxuryMarketingReport:HowtoLocatetheFertileLandofPrivateDomain?2.2BrandBigEventOnlinePromotionPrada、OTBOnAugust5th,Pradahelditsfall/winter2022menswearandwomenswearshowatBeijingJunWangFuHotel,becomingthefirstmajorluxurybrandtoholdanofflineshowinChinathisyear.Pradalive-streamedtheshowonWeibo,andreleasedalotofpreviewandinventorycontentbothbeforeandaftertheshow,drivingtheshowtocontinuetofermentonline.Beforetheshow,Prada'sWeiboaccountreleasedthe"childhoodphotos"and"pajamas"ofmanystars,suchasCaiXuKun,ChunXia,andDuJuan,toattractonlineuserstopayattentiontothebrand'sbigshow.Aftertheshow,inadditiontotheregularshowinventory,italsoshowedmanystars'livelooksanddinnerdetails.Online,Prada'sWeiboaccountpresentedthehighlightsanddetailsoftheshowtothesocialmediaaudiencethroughalotofgraphicandvideocontent.Inadditiontotheregularshowcontent,italsoshowedalotofpopularcontent,suchasthestarscene,showsceneryingenuity,etc.,sothattheshowupgradedintoacloudevent,thetopiccontinuestorise. luxurybrandinChinathisyear,Prada'seventattractedalotofattentionduetotheuniquelocationoftheshowandthestar-studdedaudience,andPrada'sofficialmicro-blogpresentedthehighlightsanddetailsoftheshowtotheonlineaudiencethroughalotofgraphicandvideocontent.Inadditiontotheregularcontentoftheshow,italsoshowedalotofpopularcontent,suchascelebritiesandChineseelements,makingtheshowaneventonthecloudsandthetopicofconversationcontinuedtoise2022Q3ChinaLuxuryMarketingReport:HowtoLocatetheFertileLandofPrivateDomain?InJuly,theItalianluxurygroupOTBopenedfourflagshipstoresinShanghaiJCPlaza.ThefourstoresareMaisonMargiela,Marni,JilSanderandAmiri.MaisonMargielaopeneditslargestflagshipstoreintheworld,withover500squaremetersofspacedividedintotwofloors;MarniopeneditsfirstconceptflagshipstoreinChina;JilSanderopeneditsfirstflagshipstoreinChina;andAmiriopeneditsfirststoreinAsiaPacific.Beforetheofficialunveilingofthenewstore,ontheopeningdayandaftertheopening,allfourbrandspostedseveralblogpostsonWeibo,introducingthedesignconceptandlayoutfeaturesofthenewspaceintheformofgraphicsandvideos.Highlights：Chineseconsumersareextremelyenthusiasticaboutnewstores,flagshipstoresandfirststoresincities,andtheopeningofallfourOTBstoreshasgeneratedwidespreadattentionandbuzzbothonlineandoffline:Allfournewstoresareglobalorregional"firststores"andpresenttheirownuniquebrandtone,showingthattheChinesemarket,showingthehighstrategicimportanceoftheChinesemarkettooverseashigh-endfashionandluxurybrands.Atthesametime,thebrandsexplainthehistoryoftheeventindetailthroughWeiboposts,allowingviewerstoseenotonlymorestoreguidesbutalsomorebehind-the-scenesdetails,makingthebrand'sstorymorevividandvibrant.Theimportanceofofflineexperiencessuchasfashionshowsandstoresopeningindevelopingbrandawarenesscannotbeoverstated.Whenonlinechannelshavebecomeamustforallbrands,brandsarefacedwithanewdilemma:howtoseizethe72-hourgoldenweekperiodatthecoreoftheTheimportanceofofflineexperiencessuchasfashionshowsandstoresopeningindevelopingbrandawarenesscannotbeoverstated.Whenonlinechannelshavebecomeamustforallbrands,brandsarefacedwithanewdilemma:howtoseizethe72-hourgoldenweekperiodatthecoreoftheshowtotriggerthetopic,whilecontinuingtoattractusers'attentionthroughcontentandmediainthesubsequentlongtailperiod,expandingthebrand'sinfluenceonconsumersandtheindustryandcontinuingthebrandvalue?Fortheonlinecommunicationofthebrand'sbigevent,bothPradaandOTBadoptedathree-Everybigeventplannedbythebrandisanexcellentopportunitytoattractnewusers.Astheprivatedomainpositionofthebrand,thebrandnumbereffectivelycarriestheattentionandtrafficbroughtbythebrand'sbigevents,layingthefoundationfortheprecipitationandlong-termoperationofbrandassets.23242022Q3ChinaLuxuryMarketingReport:HowtoLocatetheFertileLandofPrivateDomain?2.3DiversifiedcommunicationofbrandcultureChanel、CartierChanel,togetherwithFIRSTInternationalFilmFestival,hasonceagainopenedthe"FIRSTFRAME"unit.Theysetupthe“FIRSTFRAME”FILMOFTHEYEARAwardsfromthisyear,especiallyinvitingactors,brandambassadorsZhouXun,XinZhiLeiandWangYibotobetheunits’sannualpromotersandtohelpyoungfilmcreatorsbeseenbymorepeople.Ithasgainedwideattentionfrombrandconsumers,celebrityfans,andfilmloversonWeibo.Atthesametime,duringtheFIRSTInternationalFilmFestival,Chanelalsosupportedathemeconferencetodiscussthetrendandfutureoffemalefilmexpressionandfemalefilmcreation. FilmFestival,setupthe"FIRSTFRAME"unit,focusingonthediverseimagesofwomenintheworksofemergingfilmakersincontemporaryChinese-languagecinema.aimingtoencouragethecreativedepictionoffemalecharatersandthemes.ItaimistopayattentiontothediversifiedfilmsintheworksofyoungChinesefilmmakersan