Decoding Luxury Marketing Milestones in China 2024: Qixi

In August 2024, DLG (Digital Luxury Group) partnered with Re-Hub to continue analysing the performance of 104 brands across major social media and e-commerce platforms in the latest edition of our Decoding Luxury Marketing Milestones in China report series, focusing on the Qixi festival of 2024, often referred to by global brands as Chinese Valentine’s Day.

During this Qixi, 78 out of the 104 sampled brands launched dedicated marketing activities, including digital experiences, exclusive products or collections, and festival campaigns.

Despite the challenges in today's luxury market, leading brands continue to leverage impactful marketing tactics to drive awareness and ultimately sales. In this report, we studied the marketing strategies at this critical milestone by showcasing six key rankings and a series of case studies from Louis Vuitton, Chopard, and Tiffany & Co.

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Decoding Luxury Marketing Milestones in China 2024: Qixi

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