L2：2017中国奢侈品市场数字IQ报告（16页）.pdf

1、v LUXURY CHINA May 24, 2017 1 1 LUXURY CHINA 2017 EXCERPT THE FULL REPORT IS AVAILABLE TO L2 MEMBERS ONLY. INQUIRE ABOUT MEMBERSHIP. 2 2 May 24, 2017 EXCERPT LUXURY CHINA 2017 INTRODUCTION RANKING SITE Store Locator Sophistication Product Pages the brand now has 19 stores in China which now represen

2、t 30 percent of its global business. Brands new to the top 10 list for search volume growth generated buzz in a variety of ways. This years fastest-growing Watches & Jewelry brand, Folli Follie, launched a series of online-to-offline (O2O) UGC social campaigns and has expanded its line to include ch

3、ildrens clothing. Jaeger-LeCoultre has enlisted ambassadorsfrom the traditional (e.g. actress Zhao Wei) to the non-traditional (e.g. video blogger Papi Jiang)in an effort to boost its digital presence in the region. Only two brands were buzzworthy enough to rank among the top 10 brands by Baidu Inde

4、x rank and search volume growth: Dior in Fashion, whose WeChat flash sale generated significant buzz, and Rolex in Watches & Jewelry. *Note: Saint Laurent is excluded from the chart. Source: L2 Digital IQ Index: Luxury China, May 2017. -40% 80% 60% 40% 20% -20% BAIDU INDEX (6-MONTH AVERAGE) BAIDU IN

5、DEX GROWTH PERCENT 0K2K4K6K8K10K12K14K CHLO FERRAGAMO TORY BURCH DIOR ARMANI LOUIS VUITTON CHANEL CALVIN KLEIN FURLA CLINE LOEWE STUART WEITZMAN DUNHILL HUGO BOSS COACH HERMS GUCCI PRADA VERSACE MICHAEL KORS TODS Average Baidu Index: 3,951 Average Baidu Index Growth: 18% 0% 30% -70% 230% 180% 130% 8

6、0% -20% BAIDU INDEX (6-MONTH AVERAGE) BAIDU INDEX GROWTH PERCENT 0K2K4K6K8K12K10K Average Baidu Index: 3,101 Average Baidu Index Growth: 29% BULOVA TISSOT ROLEX LONGINES CARTIER SWAROVSKI PATEK PHILIPPE OMEGA TIFFANY & CO. CHOW TAI FOOK VACHERON CONSTANTIN ZBIRD JAEGER-LECOULTRE MONTBLANC FOLLI FOLL