Louis Vuitton wins over Chinese consumers by resonating with their cultural background

Louis Vuitton wins over Chinese consumers by resonating with their cultural background

Louis Vuitton’s use of a popular Chinese social network, SINA, demonstrates how a premium brand can encourage positive engagement from Chinese consumers online. Louis Vuitton’s strategy of posting about charitable campaigns and fashion news generates a highly favourable response compared to posts about Louis Vuitton's products. Louis Vuitton has also succeeded in increasing love for their brand among Chinese users.

Louis Vuitton’s official brand page on SINA, a popular Chinese social network similar to Twitter, has attracted a strong fan base with over 70,000 followers, more than other premium brands like Chanel or Gucci. Alongside posts about their products and cultural events, Louis Vuitton have recently posted pictures of their charity sponsored panda, named “Louis”, who acts as an emblem for the brand's supportive actions towards panda protection in China.
 
WaveMetrix analysis shows that the post about Louis the panda generates the most positive response among all topics Louis Vuitton posts about. This suggests that a successful way to engage consumers in emerging markets is to post about topics that will resonate with their cultural background. In addition, Chinese consumers are not only more positive in response to the charity post, but also express more love for the Louis Vuitton brand than they do for product-related posts.
 
Louis Vuitton official posts about fashion and charity generate the most positive response from Chinese consumers:
 

  • Response to Louis Vuitton’s Panda Charity is more positive than for other posts: Chinese consumers commenting on the post about Vuitton’s panda sponsorship are more positive than when responding to other post topics. They “love the idea” and think Louis the panda is “so cute”, although a few wish he had a Chinese name. Chinese consumers are pleased that a foreign brand is taking action in their country, suggesting this is a successful way to generate consumer engagement in an emerging market
  • Fashion news posts generate an overwhelmingly positive response: Chinese consumers commenting on fashion news are unsurprisingly positive, commenting on the “beautiful” and “wonderful” clothes and accessories worn by celebrities
  • Posts about culture lead to conversational comments: Consumers responding to posts about culture share their thoughts on travel and art with other users, leading to conversational threads. Some even say they would “love” to travel with a Louis Vuitton bag
  • Posts showcasing Louis Vuitton products generate the least positive response: even though two thirds of Chinese consumers respond positively to posts about Louis Vuitton products, this is a lower proportion than responses to other topics. Many consumers say they "love" Louis Vuitton products and think the bags make a "wonderful gift". However, a third of Chinese consumers are more negative, saying they find Louis Vuitton products "ugly" and "pricey" or that they "dislike" the designs of certain bags
 
Panda charity attracts higher proportion of brand love than Louis Vuitton product-related posts:

 
  • Consumers express brand love to a great extent in response to the Panda Charity: 60% of responses to Louis Vuitton’s panda sponsorship reflect love for the brand, a much higher proportion than for product-related posts. This suggests that market-relevant topics are a successful way to strengthen consumers’ love for a brand in an emerging market
  • Less than half of users commenting on Louis Vuitton’s product-related posts contain brand love: Only 47% of users who respond to posts about Louis Vuitton say they "love" the brand. This is partly because consumers are more focused on discussing the products themselves than the brand. However, it also highlights the positive impact of Louis Vuitton's charitable actions on the brand's image

 

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