In the constantly evolving world of luxury messaging, one size does not fit all in this global market of ours. China is a prime example of this fact.
Not only do the Chinese use different social media channels than most of the rest of the world, but messaging to this market must be tailored to suit both consumers and the government, which requires a nuanced cultural awareness. It's a tricky balance creating content specifically for this audience while maintaining the brand's global story line.
Of course, brands also need to sift among China's proliferating social media channels. That means international luxury brands are going to have to navigate this unwieldy landscape to figure out which apps to bet on. Read this week's featured story by Skift contributor Samantha Shankman, who takes a look at a new Reuter: Intelligence study, released in partnership with ILTM China, to learn more.
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