The Month in Luxury - A Review of November 2022

Post by 
Dr. Thomas Piachaud
Published 
December 8, 2022

Brand heat index

We use a combination of search (WeChat, Weibo, and Baidu) and social media content engagement (WeChat, Weibo, XiaoHongShu and Douyin) for both Brand Generated and User Generated content, all for over 170 luxury brands in China to create our Brand Heat Index.

It measures brands that have caused a stir in the past month and a brief overview of how they drove interest and excitement from consumers. We show here the top 5 risers in brand heat for the month of November (vs. October).

Jaeger-LeCoultre announced on November 1st that 易烊千玺 from TFBOYS became the global spokesperson. The announcement also came with the highlight of REVERSO TRIBUTE DUOFACE CALENDAR, the brand’s new collection. Despite that the collection itself did not see an impressive sales uplift, Jaeger-LeCoultre’s collaboration with 易烊千玺 brought over 20K new followers to the brand’s Weibo official account merely on the day of announcement, followed with nearly 4 million total engagements in November. 

Chopard announced that actor 张凌赫 became the brand friend. In the feature post which gained over 42k comments and over 1 million reposts, 张凌赫 was wearing the Mille Miglia 2022 limited-edition watch and the Ice Cube collection jewelries. At the 2022 Golden Rooster and Hundred Flowers Film Festival, both 张凌赫 and brand ambassador 朱一龙, who also won the Best Actor award, showed up with Chopard’s watches. Other than the large amount of endorsements from various other Chinese celebrities at this festival, the brand also invited aespa, the South Korean idol group from SM Entertainment, to present the new“My Happy Hearts” jewelry collection.

Brand Spokesperson 赵露思 and 刘雯 attended Bulgari’s 2023 SS Leather Goods and Accessories New Collection Preview event in Shanghai. The official post on 赵露思 gained over 106K comments and over 1 million likes. Undoubtedly, the brand was present at the 2022 Golden Rooster and Hundred Flowers Film Festival, with celebrities including 范丞丞 endorsing the products. Bulgari also invited 5 celebrities including 许凯 to promote the Aluminium Sorayama Special-Edition watch from collaboration with Japanese artist Sorayama. 

肖战, as Zenith’s brand ambassador, was invited to a Taobao livestream of Zenith T-Mall flagship store on November 5, featuring the brand’s history and excellence in watch craftsmanship. It is noticeable that one of the watches featured in the livestream - DEFY Midnight watch in blue, priced at RMB 84,000, sold 10 pieces (100% sales uplift) on the same day. The brand also experienced an overall revenue peak on November 5 with RMB 2.4 million. 

 

In support of the new POP BOUQUET collection, Kenzo made some big moves in November. Firstly, the brand opened a new metaverse - KENZO UNIVERSITY, which users can access via the brand’s WeChat official account or T-Mall flagship store and unlock virtual outfits. Then, Kenzo opened two Pop-up flower stores in Chengdu and Shanghai, accompanied by fashion parties. The activities were endorsed by multiple celebrities including 檀健次 and 赵馨玥.

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