2011 Bain China Luxury Market Study
3
Proliferation of online marketing through social media to
generate excitement and increase mindshare
Social media has become most popular info source
for luxury consumers
"Where do you normally get information on
luxury goods on internet?"
How
Brands actively exploring various Chinese social
media platforms
NAAM
% of respondents who use Internet
as info source
100%
79
80-
68
68
60-
40-
20-
31
0
Social media* News portals
Video portals
BURBERRY
Burberry on Kaixin
Coach on Renren
LANCOME
並受网友喜愛的产品
Bottega Veneta
on Weibo
LOUIS VUITTON
*Social media includes blogs, microblogs and BBS
Source: Bain Survey of Luxury Goods Consumers in Mainland China 2011
(n=1,959); Literature search; Site visits; Bain analysis
Lancome on
iPhone app
LV on Jiepang
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent
SHA
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