For China’s netizens seeking luxury brands, online accessed via mobile is the channel that provides both the first point of contact as well as a continued connection. The most important digital channel isn’t social media, but the brand’s own website. This is in part because there are so many fake brands and products in China that netizens are skeptical of most things they see on public channels.
Online is the channel that first introduces netizens to a new product or service that they subsequently purchased. In-store is a distant second.
Netizens access the internet most by mobile phones. Campaigns and marketing communications need to focus on this channel, especially in China.
Chinese netizens discover the latest information from brand websites, fashion websites and then social media.