With China starting 2021 as a much-needed retail bright spot and ending it arguably more complicated than ever — owing to a wide-ranging and ongoing government crackdown —the big question is what 2022 could hold for luxury brands. With government regulators closely watching everything brands do and say in their marketing efforts, advertising costs rising, celebrities and influencers (and their taxes) under the microscope, and domestic brand nationalism surging, the current state of luxury marketing in China is murky to say the least.
Yet this tense environment could very well help luxury brands evolve beyond the relatively traditional marketing approaches they have long employed in China…
