Decoding Luxury Marketing Milestones in China 2024: 520

In June 2024, DLG (Digital Luxury Group) partnered with Re-Hub to launch the latest edition of Decoding Luxury Marketing Milestones in China. In the report, we will once again delve into brands’ performance during the 520 festival – also known as ‘Chinese Internet Valentine’s Day.’

Due to factors such as subdued middle-class consumer confidence and the outflow of luxury spending, except for a few very well positioned maisons, growth in China from most luxury brands has begun to stagnate and made the revenue peak of 520 even more critical. This year’s 520 not only carried the expectation of driving brand revenue after a sluggish Q1, but also challenged brands to stand out despite generally reduced budgets.

This edition, through six major rankings and a series of case studies involving over 100 luxury and premium brands, examines how brands can leverage 520 to stand out in the current climate. Relevant content, merchandising, and promotional strategies for this milestone are explored in this report.

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Decoding Luxury Marketing Milestones in China 2024: 520
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