1、DecodingLuxury Marketing Milestones in China:520The report showcases the e-commerce and social performance of luxury and premium brands in the Chinese market around this years 520 the local Internet Valentines Day.3An OverviewThe Marketing Calendar in ChinaLuxury and premium brands(1)saw a 26 percen

2、t rise in revenue on Tmall from April 20th to May 21st versus the same period last year.While May is not a particularly busy shopping month in Western markets,in China one of the biggest gift-giving festivals takes place 520,also known as“Internet Valentines Day”.With the Chinese market returning to

3、 normalcy this year,the luxury industry has been optimistic about the markets rebound.That is why,for the first 520 post-COVID,luxury brands pulled out all the stops to raise their share of voice and drive conversions during this festival,through innovative campaigns that include special products an

4、d offline events.This market is set to grow.According to Bain,by 2030,luxury expenditures in mainland China will surpass all the other markets,including the United States,accounting for a quarter of the global luxury market.As a result,what is emerging from the rise of the Chinese luxury market,is a

5、 more sophisticated and discerning group of consumers.Brands seeking a foothold in China must capitalise on local milestones,such as 520,while understanding their distinct purchasing behaviour and preferences,adopting their different social and transactional channels,as they have managed in the last

6、 few years.In China,three types of festivals play key roles in the brands marketing calendar:e-commerce festivals,national holidays,and gift-giving festivals.Many of these festivals began on Tmall and soon grew to become huge online festivals across platforms before becoming commercial milestones in