How did luxury brands perform this Qixi, China’s traditional Valentine’s Day? This year, DLG and Re-Hub unveil six definitive rankings across both social media and e-commerce, offering a clear picture of which brands stood out at this key marketing milestone.

In contrast to 520 earlier this year, Qixi faced less disruption from overlapping promotions. This allows luxury brands to communicate with their audiences in a less crowded environment, executing campaigns without being forced to compromise between sales activation and brand building.

As a result, this year’s Qixi carried a more positive tone. Both e-commerce performance and UGC volume on RedNote showed signs of stabilization, signaling a renewed consumer interest in luxury and a rediscovery of the importance of local marketing milestones. At this tipping point, brands that seize the opportunity and refine their approach are best positioned to benefit.

Social Media

Compared with last year’s Qixi, brand-mention UGC on RedNote grew slightly by 4%, suggesting sustained consumer conversation around luxury. By contrast, engagement with brand-generated content dropped by 59%, reflecting tighter budgets and more conservative campaign strategies. This misalignment between consumer interest and brand investment is likely to persist into next year, highlighting the need for greater agility to quickly capture opportunities and restore momentum.

E-commerce

On Tmall, revenue of sampled brands during Qixi slipped marginally by 4% year-on-year, reflecting the gradual normalization of brand sales in China’s domestic market. However, several consumer behavior shifts are likely to remain even as spending rebounds. Two stand out: a growing preference for accessible luxury and discounted goods, and the enduring dominance of the “value-for-money” mindset shaping purchase decisions.