According to a report on fashion luxury brands, media remained the most valuable marketing channel in China, contributing about 47,5 percent of the major luxury brands' Media Impact Value (MIV®) in the last quarter of 2021. While influencers have become increasingly important for brands, celebrities continue to garner high marketing values. In a social media post, Chinese rapper, dancer, and actor Lay Zhang generated about 771,000 U.S. dollars in MIV® for Valentino.
Major marketing channels for fashion luxury brands in China in 4th quarter 2021, based on share of Media Impact Value*
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Major marketing channels for fashion luxury brands in China in 4th quarter 2021, based on share of Media Impact Value*
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* According to the source, Media Impact Value (MIV®) was based on its proprietary Machine Learning algorithm to measure the value of all marketing activities (including posts, interactions, and articles) across Voices, Channels, and Markets with a unified currency. Finely tuned to specificities of Fashion, Luxury, and Beauty, the algorithm was trained on actual media rates and over 5 years of FLB specific campaign data. It analyzes more than 100 quantitative and qualitative attributes including audience engagement, industry relevance, source authority, and content quality, to create a highly accurate method of measurement. Thus, MIV® offers a unified way to calculate how brand equity is being created and which strategies create the most ROI.
The measurement covers online media, blogs, Douyin, Weibo, WeChat, RED, and BiliBili.
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Launchmetrics. (January 15, 2022). Major marketing channels for fashion luxury brands in China in 4th quarter 2021, based on share of Media Impact Value* [Graph]. In Statista. Retrieved January 06, 2025, from https://www.statista.com/statistics/1286076/china-major-channels-for-luxury-fashion-marketing/
Launchmetrics. "Major marketing channels for fashion luxury brands in China in 4th quarter 2021, based on share of Media Impact Value*." Chart. January 15, 2022. Statista. Accessed January 06, 2025. https://www.statista.com/statistics/1286076/china-major-channels-for-luxury-fashion-marketing/
Launchmetrics. (2022). Major marketing channels for fashion luxury brands in China in 4th quarter 2021, based on share of Media Impact Value*. Statista. Statista Inc.. Accessed: January 06, 2025. https://www.statista.com/statistics/1286076/china-major-channels-for-luxury-fashion-marketing/
Launchmetrics. "Major Marketing Channels for Fashion Luxury Brands in China in 4th Quarter 2021, Based on Share of Media Impact Value*." Statista, Statista Inc., 15 Jan 2022, https://www.statista.com/statistics/1286076/china-major-channels-for-luxury-fashion-marketing/
Launchmetrics, Major marketing channels for fashion luxury brands in China in 4th quarter 2021, based on share of Media Impact Value* Statista, https://www.statista.com/statistics/1286076/china-major-channels-for-luxury-fashion-marketing/ (last visited January 06, 2025)
Major marketing channels for fashion luxury brands in China in 4th quarter 2021, based on share of Media Impact Value* [Graph], Launchmetrics, January 15, 2022. [Online]. Available: https://www.statista.com/statistics/1286076/china-major-channels-for-luxury-fashion-marketing/
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