With China‚Äôs luxury market back to double-digit growth, brands’ success with the Chinese consumer demographic relies on a coherent digital strategy across all stages of the purchase journey. Gartner L2’s Digital IQ Index: Luxury China 2018 report finds that in the past year, the market’s growth prompted a wave of major e-commerce launches and experimentation across WeChat mini programs and omnichannel, DTC, and e-tailer channels. Because of their rising purchasing power, luxury brands have been especially focused on reaching digitally native, millennial Chinese shoppers who embrace new types of fashion, engaging video content, online influencers, and platforms like Weibo, RED, WeChat, and Douyin.

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