With their reputation and extensive influencer collaborations, luxury brands in China tend to perform better in digital marketing in the fashion industry. Between January and July 2021, over 57 percent of the total audience interaction of digital fashion marketing came from high-end companies. Low-end fashion brands, though less active in marketing posts, can still capture consumer attention effectively with trendy social topics.
Distribution of digital marketing audience engagement in fashion industry in China in 2021, by brand position
Audience engagement refers to the number of likes, comments, and shares that a post generates.
The price ranges of each market segment was calculated by the median prices of all non-discount products sold on the official channels and were divided as follows:
Low-end: below 250 yuan.
Mid-range: 50 to 500 yuan.
Affordable luxury: 500 to 2,000 yuan.
Luxury: above 2,000 yuan.
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QuestMobile. (September 14, 2021). Distribution of digital marketing audience engagement in fashion industry in China in 2021, by brand position [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1326912/china-fashion-industry-digital-marketing-audience-reach-by-brand-position/
QuestMobile. "Distribution of digital marketing audience engagement in fashion industry in China in 2021, by brand position." Chart. September 14, 2021. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1326912/china-fashion-industry-digital-marketing-audience-reach-by-brand-position/
QuestMobile. (2021). Distribution of digital marketing audience engagement in fashion industry in China in 2021, by brand position. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1326912/china-fashion-industry-digital-marketing-audience-reach-by-brand-position/
QuestMobile. "Distribution of Digital Marketing Audience Engagement in Fashion Industry in China in 2021, by Brand Position." Statista, Statista Inc., 14 Sep 2021, https://www.statista.com/statistics/1326912/china-fashion-industry-digital-marketing-audience-reach-by-brand-position/
QuestMobile, Distribution of digital marketing audience engagement in fashion industry in China in 2021, by brand position Statista, https://www.statista.com/statistics/1326912/china-fashion-industry-digital-marketing-audience-reach-by-brand-position/ (last visited December 22, 2024)
Distribution of digital marketing audience engagement in fashion industry in China in 2021, by brand position [Graph], QuestMobile, September 14, 2021. [Online]. Available: https://www.statista.com/statistics/1326912/china-fashion-industry-digital-marketing-audience-reach-by-brand-position/
