This chart from L2′s Digital IQ Index: Luxury China 2014, tracks the changes in social channel usage among 100 global and local luxury brands from November 2012 to April 2014. WeChat experienced the highest growth in adoption at a 51% annual growth rate, which mirrors the platform’s surge in popularity among Chinese netizens. Youku (16%) and Weibo (4%) posted more modest growth number, but this reflects channel maturity and the already high rates of usage among luxury brands. On the flip side, secondary platforms like Tudou, Douban, Tencent Weibo, and Renren saw negative growth coupled with high rates of inactivity – which begins to paint a clearer picture of the social media channels that luxury brands are focusing their efforts on as China’s digital ecosystem continues to evolve at warp speed. [L2]
L2集结了从2012年到2014年,奢侈品在社交媒体应用上使用的增减变化。其中,微信拥有最高的年成长率51%,足以印证其在中国网民中的受欢迎程度;相对而言,做为成熟平台的优酷(16%)及新浪微博(4%)则反映了适量的年成长增额;土豆、豆瓣、腾讯微博及人人网则呈现负成长率。这样的发现说明,奢侈品牌在选择推广渠道的时候也与平台的优劣演进并行且酌量调整。[L2]
WeChat experiencing the highest growth in luxury brand adoption.
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