In our recently released ‘Digital IQ Index: China‘ study, L2 reported on the most Baidu-searched luxury brands in the following categories: Watches & Jewelry, Hospitality, Fashion, Beauty, and Auto. Baidu is the dominent search engine in China, capturing 73% of market share. Chinese netizens conduct over 300 billion web searches a year and a chart of the most searched brands, by category, on Baidu can be seen below. Chow Tai Fook is the only local brand to appear among the top searches.
We believe that the average number of daily Baidu searches serves as a proxy for brand equity in the Chinese market. Based upon a brand’s average daily search volume, L2 predicted its expected Sina Weibo community size:
In spite of fewer dealerships and a shorter history, Lamborghini is the most searched brand term in the Auto sector. However, Lamborghini’s community size on Sina Weibo remains small, presenting a key opportunity for growth for the brand in China. In contrast, Cadillac and Mercedes Benz exceed expectations when comparing their Sina Weibo community size to their Baidu search volume. Burberry, Coach, and Dior are also overachievers in this regard.
For more information on the Digital IQ Index: China, download an excerpt of the report here.