(Mt) – Luxury Brand Online Marketing Strategy Using Xiaohongshu Platform Dissertation

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Let me know if you have any questions.OutlineI.Chapter 4•China is a critical driver for global sales of luxury goods, from expensive jewelry toeven private jets noted in various sectors.•In China, it is notable that luxury brands are growing through digital marketing intheir marketing mix to ensure that they reach consumer demands.II.Chapter 5•The Covid-19 pandemic has presented a ripe opportunity for companies, especiallyluxury clothing brands, to establish their online presence and align their marketingstrategies.•This is due to the government-imposed lockdown in major cities and towns of variousnations.III.Chapter 6•Conclusively, it is notable that most businesses are shifting toward digital marketingand ensuring that they can promote their services online to consumers.IV.Chapter 7•From the discussion noted above, it is noticeable that the Chinese market for luxuryproducts is changing fast, and there is a need for luxury brands to adapt to thesechanges very fast.V.ReferencesRunning head: LUXURY BRAND ONLINE MARKETING USING XIAOHONGSHULuxury Brand Online Marketing Strategy using Xiaohongshu Platform(A Case of Louis Vuitton)Student’s Nameinstitutional AffiliationInstructor’s NameCourseDate1LUXURY BRAND ONLINE MARKETING USING XIAOHONGSHU2Abstract ……………………………………………………………………………………………………………………………………… 3Chapter 1: Introduction ……………………………………………………………………………………………………………….. 41.1 Background ……………………………………………………………………………………………………………………… 41.2 Rationale for the Study ……………………………………………………………………………………………………… 61.3 Aim and Objectives: …………………………………………………………………………………………………………. 8Chapter 2: Literature Review ……………………………………………………………………………………………………….. 92.1 Background ……………………………………………………………………………………………………………………… 92.2 Online (Internet) Branding ……………………………………………………………………………………………… 102. 3 Factors Affecting Online Branding …………………………………………………………………………………. 132.4 The role of social media In Online Branding ……………………………………………………………………. 152.5 Marketing Luxury Products ……………………………………………………………………………………………. 162.6 Live streaming for Online Branding ………………………………………………………………………………… 182.7 Livestreaming and Selling Luxury Products Online in China……………………………………………. 202.8 Analysis of the Chinese Market for Foreign Luxury Brands …………………………………………….. 252.9 Recent shifts in the Chinese Luxury Market …………………………………………………………………….. 26Chapter 3: Research methodology Plan ……………………………………………………………………………………….. 293.1 Research Design ……………………………………………………………………………………………………………… 293.2 Data collection Method and Types of Data ……………………………………………………………………….. 30Chapter 4: Data Analysis …………………………………………………………………………………………………………….. 42Chapter 5: Discussion …………………………………………………………………………………………………………………. 48Chapter 6 : Conclusion ……………………………………………………………………………………………………………….. 60Chapter 7: Recommendations …………………………………………………………………………………………………….. 62References ……………………………………………………………………………………………………………………………….. 63LUXURY BRAND ONLINE MARKETING USING XIAOHONGSHU3AbstractIn recent decades, companies and brands have realized the significance of developing andestablishing an online presence. The ongoing, Covid-19 pandemic has only served to exacerbatethe move to digital marketing. Digital marketing has become a significant for brands andcompanies and brands across the globe, enabling them to continue commercial activities as otherroutes to the market and to the customer are cut off. The rise of internet technology has capturedthe attention of many luxury brands, marketers, and researchers allowing them to study markettrends, forecast market demands, and meet a wide audience within a short time-span. Digitalmarketing can be described as activities or processes facilitated by emerging technologies to create,communicate, and deliver value for consumers and other stakeholders. For luxury brands it isimperative to integrate certain digital marketing technologies such as big data, internet of things,and product design into their marketing strategies to establish their brand presence. Therefore, thispaper will highlight digital marketing strategies based on the based on the platform ofXiaohongshu.Key wordsluxury brands, Online promotion, Xiaohongshu, marketing managementLUXURY BRAND ONLINE MARKETING USING XIAOHONGSHU4Chapter 1: Introduction1.1 BackgroundWith the vigorous development of ‘ science and technology ‘ and ‘ social economy ‘, theintersection between ‘ social ‘ and ‘ e-commerce ‘ continues to emerge, forming the integrateddevelopment model of ‘ social media + online shopping ‘. The social field has gradually becomethe blueprints of the development of e-commerce enterprises. Taking Xiaohongshu as an exle,this paper studies the unique marketing mode of this community-sharing e-commerce APP. Fromthe perspective of marketing, this paper analyzes the market positioning, marketing mode andmarketing strategy of Xiaohongshu, summarizes the characteristics and successes in itsdevelopment process, and puts forward optimization suggestions for deficiencies, exploring thepromotion of luxury brands through the Xiaohongshu platform. In the United States and Europe,there are home TV sales channels like QVC or HSN. Many high-end beauty brands, such as Clarins,enter the U.S. market through such channels, and even Sephora has been displayed on HSN for along time. People should not forget that customers’ view of live broadcasting (and TV home saleschannels) is that it is “cheap” and suitable for mass brands, but if well done, it is also suitable forsome high-end brands. That is to say, with the right marketing strategy, the promotion ofXiaohongshu platform can increase the audience of consumers and open up a larger market.With the growing importance of “direct to consumer” (D2C), luxury brands are embracingdigital technologies in their marketing at a pace never seen before. Brands that were once averseto implementing any form of online marketing strategy now feel the need to establish themselvesdigitally, given the uncertain global economic landscape as a result of the ongoing pandemic. Intoday’s competitive business environment, the market for luxury brands is growing rapidly due toshifts in societal and cultural norms. Initially, luxury brands were dependent on traditionalLUXURY BRAND ONLINE MARKETING USING XIAOHONGSHU5marketing strategies to target their high value customers, but now they have been a shift in marketdynamics, luxury brands are not targeting millennials and generation Z who represent a hugeproportion of the global market. Digital technologies have become fundamental elements of theluxury goods industry; the influence of social media and mobile technology not only impact the ecommerce market but also the offline market as well. Over the recent years, luxury brands haveadopted new strategies of promoting their products and interacting with their customer base,resulting in revolutionary social media marketing strategies.This paper will highlight the success Xiaohongshu (little red box), as A Social ECommerce Platform. The platform which focusses on fashion and beauty, is a medium wherecustomers can post and share shopping tips, product reviews, and stories in the form of videos,texts or pictures. The platform has evolved into a credible source of product recommendation fromusers and like-minded customers. Since its inception in 2013, the platform has considerably grownto create a thriving community of customers, stakeholders and brands thorough continuousinteractions, engagement, and reliable information sharing. Taking Xiaohongshu as an exle,this paper studies the unique marketing mode of this community-sharing e-commerce APP. Fromthe perspective of marketing, this paper analyzes the market positioning, marketing mode andmarketing strategy of Xiaohongshu, summarizes the characteristics and successes in itsdevelopment process, and puts forward optimization suggestions for deficiencies, exploring thepromotion of luxury brands through the Xiaohongshu platform. In the United States and Europe,there are home TV sales channels like QVC or HSN. Many high-end beauty brands, such as Clarins,enter the U.S. market through such channels, and even Sephora has been displayed on HSN for along time. People should not forget that customers’ view of live broadcasting (and TV home saleschannels) is that it is “cheap” and suitable for mass brands, but if well done, it is also suitable forLUXURY BRAND ONLINE MARKETING USING XIAOHONGSHU6some high-end brands. That is to say, with the right marketing strategy, the promotion ofXiaohongshu platform can increase the audience of consumers and open up a larger market.1.2 Rationale for the StudyIn late 2019, the novel coronavirus pneumonia broke out and swept the globe in a veryshort time, which had a great impact on the world’s apparel industry. The flow rate of consumershas been greatly reduced, resulting in a serious contraction of the real economy. After a period ofdepression, with the gradual easing of the epidemic, the logistics industry has gradually recovered,many clothing brands have turned to the expansion of online business. Internet has thecharacteristics of trans time and space transmission, which just overcomes the limitation of timeand space in the process of brand marketing during the epidemic period.Most of the live platforms selected by luxury brands are the third-party e-commerceplatform or short video platform. The net friends who watch live broadcast on the third-party ecommerce platform have strong desire to buy, most of them belong to the old users of e-commerceplatform, and are willing to pay for clothing brands and so on. Consumers only need to pick up themobile phone at home, they can easily explore the fashion treasure of various luxury brands andappreciate the style of new fashion products. In addition, the live broadcast interface of ecommerce platform is highly connected with the purchase interface. The friendly operationinterface makes it easy for the audience to purchase goods under the recommendation of the host,reducing the time cost and energy cost of people’s offline shopping in the past, creating a verygood environment for consumption, stimulating people’s purchasing desire, and even increasingthe quantity of impulse consumption to a certain extent.On March 26, 2020, Louis Vuitton, one of the luxury brand giants, launched a livebroadcast on Xiaohongshu, which greatly attracted the attention of Chinese consumers. LouisLUXURY BRAND ONLINE MARKETING USING XIAOHONGSHU7Vuitton is the first luxury brand to broadcast live on Xiaohongshu. It is the first time that luxurybrands use Xiaohongshu to broadcast live. Since then, more than 20 luxury brands have settled inXiaohongshu to carry out a series of publicity activities, such as displaying new product picturesand sharing brand clothes. Louis Vuitton invited Chinese fashion blogger Cheng Xiaoyao and actorZhong Chuxi to introduce the fashion items of the 2020 summer series in the live studio ofXiaohongshu, and also explained the source of inspiration for this summer’s new products. AndLouis Vuitton received 15000 viewers in an hour of live broadcast on the Xiaohongshu. But it wasthis live broadcast that brought in a flood of bad reviews. All of them are accusing Louis Vuittonof being changed. As a result, the live video of Louis Vuitton in Xiaohongshu has been deleted bythe whole network, and even the playback cannot be found. Why? What kind of goods are suitablefor e-commerce live broadcasting to promote? Is it not appropriate to match Louis Vuitton brandculture and such e-commerce live broadcast?Live broadcasting has become a cultural consensus of mainstream media. The core of itsformation is certainly the interest and hobbies of members themselves, but emotional logic is thekey to the condensation of the group. Some scholars point out that emotional logic is fundamentalin Internet action, especially for interest groups. In 1954 Drucker pointed out that customers buyand consume not products but values. Zeithaml believes that customer perceived value is acomprehensive evaluation of products or services after customers weigh the benefits and costswhen acquiring products or services. Sweeney and Soutar believed that customer perceived valueof durable goods can be evaluated from four aspects : functional value ( price ), functional value( quality ), emotional value and social value. It attempts to positively guide consumption throughthe establishment of perception and cognition of the brand, combined with media publicity andcurrent affairs hot spots, and touch emotional resonance and emotional interaction.LUXURY BRAND ONLINE MARKETING USING XIAOHONGSHU81.3 Aim and Objectives:The purpose of this paper is to explore the brand promotion of luxury goods based on theplatform of Xiaohongshu. With the fashion and community of Xiaohongshu, we can lead luxurygoods into the public. Through the unique marketing strategy of the platform, combined with theemotional needs of consumers, we can use effective ways to promote the brand. Taking LouisVuitton’s first live broadcast in Xiaohongshu as an exle, this paper explores the reasons for itsfailure, analyzes the coping strategies, and formulates a set of reasonable, effective and suitablemarketing strategies for luxury goods, which must be different from ordinary live broadcast.LUXURY BRAND ONLINE MARKETING USING XIAOHONGSHU9Chapter 2: Literature Review2.1 BackgroundIn recent decades, companies and brands have realized the significance of developing andestablishing an online presence. The ongoing, Covid-19 Pandemic has only served to exacerbatethe move to digital marketing. Digital marketing has become a paramount for brands andcompanies and brands globally, enabling them to continue commercial activities as other routes tothe market and the customer is cut off. The rise of internet technology has captured the attentionof many luxury brands, marketers, and researchers allowing them to study market trends, forecastmarket demands, and meet a broad audience within a short period. Digital marketing involvesadopting and utilizing emerging technologies to create, communicate, and deliver superiorperformance, consumer satisfaction, and create shareholder value. For luxury brands, it isimperative to integrate certain digital marketing technologies such as big data, the internet of things(IoT), and product design into their marketing strategies to establish their brand presence.Therefore, this paper will highlight digital marketing strategies based on the platform ofXiaohongshu.With the growing importance of “direct to consumer” (D2C), luxury brands are embracingdigital technologies in their marketing at a pace never seen before (Desai, 2019). Brands that wereonce averse to implementing any form of online marketing strategy now feel the need to establishthemselves digitally, given the uncertain global economic landscape because of the ongoingcoronavirus pandemic (Achille #038; Zipser, 2020; Balis, 2020). In today’s competitive businessenvironment, the market for luxury brands is growing rapidly due to shifts in societal and culturalnorms. Initially, luxury brands were dependent on traditional marketing strategies to target theirhigh-value customers, but now they have been a shift in market dynamics, luxury brands are notLUXURY BRAND ONLINE MARKETING USING XIAOHONGSHU10targeting millennials and generation Z, who represent a huge proportion of the global market(Chaturvedi et al., 2020; Rodrigues #038; Rodrigues, 2019). Digital technologies have becomefundamental elements of the luxury goods industry; the influence of social media and mobiletechnology impacts the e-commerce market and the offline market (Alalwan et al.,2017). Over therecent years, luxury brands have adopted new strategies of promoting their products andinteracting with their customer base, resulting in revolutionary social media marketing strategies.22.2 Online (Internet) BrandingThe use of the internet and social media technologies has been engrained in every aspect oflife. In addition, the rapid technological improvement in digitization poise businesses and brandsto exploit this opportunity to reach a wide global audience conveniently and cost-effectively(Scholz #038; Smith, 2019). Consequently, brands are adopting new digital marketing technologies tocreate value for their customers and, at the same time, maximize their profitability. Among theemerging trends resulting from the rapid digitization, Online/internet branding is increasinglyrecognized as an essential marketing strategy for business survival in the present complex businessenvironment (Dilham et al.,2018). Therefore, it is important to define some terms that areimportant in this context.Brand: It can be defined as an intangible business concept or idea that helps people identifya particular company or product. Creating a solid brand image is imperative for business growthand survival. Since it helps shape the people’s perceptions about the company, their products, orservices. A brand image is critical for the survival and competitiveness of companies that deal withluxury products since many people want a brand that they can identify with (Bilgin, 2018; Coelho,2018). Brands have a strong influence on customer purchasing behavior and engagement, andcreating a solid brand presence is imperative for business survival.LUXURY BRAND ONLINE MARKETING USING XIAOHONGSHU11Branding: Refers to the process of developing a strong and positive customer perceptionabout a company and its product and service offerings. Branding entails combining severalelements such as product design, logo, mission statement, vision, and consistency to create a strongand positive impression in the mind of the customers. Effective branding is essential in helping acompany differentia itself from its rivals and at the same time establish a strong and loyal customerbase (Bilgin, 2018; Coelho, 2018). Creating a unique brand gives a company a competitiveadvantage and helps retain and attract new customers at a lower cost. This is evident in popularluxury brands that have established themselves, such as Apple, Hermes, and Louis Vuitton. It isimperative for established brands to consistently maintain their brand image through brandmanagement.Brand Management: Brand management is a marketing strategy that exploits newinitiatives and techniques to increase the perception of a product or service over time. Effectivebrand management allows a company to achieve maximum profitability objectives and establish astrong and loyal customer base through a positive identity with a brand and strong brand awareness(van der Westhuizen, 2018). Moreover, effective brand management helps boost brand awareness,manage brand equity, support new brand products, and adequately position the brand in the market.Internet branding: Also called online branding, is a function of brand management thatexploits the internet, emerging digital technologies, and social media channels as a means ofpositioning the brand in the market. Branding has increasingly improved as a result of rapiddigitization and advancements in internet technologies. As the race for digital marketingtechnologies takes shape, Online branding increasingly becomes important brand management andmarketing strategy (Foroudi, 2019; Mabkhot et al.,2017). Brands are exploring new strategies andvarious internet platforms such as social media, search engines, online marketplace, live streamingLUXURY BRAND ONLINE MARKETING USING XIAOHONGSHU12platforms, and online broadcasts to establish a strong brand presence, build relationships withcustomers, and build brand awareness. The importance of internet branding is much moreimportant in the current business environment, where a huge proportion of the world’s populationuses the internet daily (Scholz #038; Smith, 2019; Jacobson, 2020). In fact, even well-establishedbrands are investing considerable amounts of resources in creating a strong online presence andreputation. Evidently, online branding strategies have had a massive impact on business expansion.It is critical in the current environment where the internet and social media technologies areintegral in customers’ everyday lives.The internet provides several opportunities for companies to effectively establish theironline presence and enhance their global reach (Obeidat, 2021; Christopher, 2021). For exle,in the current business environment where physical interactions and engagement have beencompromised due to the ongoing Pandemic, online branding and marketing are becomingincreasingly important since product features and quality can only be communicated over theinternet. Therefore, brands with an established online presence are at an advantage, especiallyduring this current situation (Wang et al., 2020). Fundamentally, the internet aligns products andcompanies in several ways; barriers to entry are extremely low, negligible user switching costs,price is no longer a differentiating factor, and therefore the main determinant factor for purchaseis the brand. Internet branding involves leveraging internet tools and digital technologies in acompany’s marketing efforts. The primary objectives of online branding are to increase customerengagement with the brand and, in turn, increase the demand for the brand’s product and services.Even though the internet and emerging digital technologies present an opportunity forbrands to position themselves in the market, several factors are critical for online branding success.Factors such as price, reputation, attribute level are imperative for online branding success. InLUXURY BRAND ONLINE MARKETING USING XIAOHONGSHU13addition, the quality of information sharing over the internet is another critical factor for onlinebranding.2. 3 Factors Affecting Online Brandingi) Trust: Over the internet, consumers rely on the information provided on the company’swebsite or social media page to eval…

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