Chinese Luxury Brands' Digital Transformation in the Era of COVID 19: Navigating New Consumer Dynamics

Digital Transformation in Luxury Brands: A Case Study from China Amidst COVID-19 Pandemic

In the wake of unprecedented global disruptions caused by the COVID-19 pandemic in 2019, many businesses worldwide have embraced technological transformation to sustn their operations. Chinese enterprises responded notably during this critical juncture and redefined their roles with lasting impacts on societya significant shift that has amplified the 'socializing' role played by companies. This period also marked a pivotal change in societal dynamics, including alterations in economic structures due to COVID-19's far-reaching effects.

The advent of COVID-19 prompted an accelerated shift towards digital platforms as consumers increasingly favored online shopping over traditional brick-and-mortar stores. This paper focuses on Chinese luxury brands during this transformative era, examining the integration of these high- brands with digital opportunities. It investigates how digital transformation has unlocked substantial marketing potential for luxury brands.

The research incorporates web-based data collection and analysis from Google academic resources to study pertinent trs and patterns. By scrutinizing the digital transformation journey of luxury goods in both a global and Chinese context, this paper underscores that the digitalization of luxury items evolving consumption patterns among many Chinese consumers. This alignment enables brands to forge effective connections with their audience.

Furthermore, leveraging digital platforms offers luxury brands unprecedented opportunities to personalize marketing strategies, thereby enhancing consumer engagement. It also highlights the challenges and threats associated with rapid digital integration in managing customer relationships and mntning brand integrity online.

In , this study reveals that digital transformation is a pivotal catalyst for Chinese luxury brands during a time of global crisis, influencing consumption trs, facilitating customer connection, and driving innovation within the retl industry.

Cite : Liu X. 2022 Research on the Digital Transformation of Luxury Brands in China. In: Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development ICSSED 2022, Advances in Economics, Business and Management Research, vol 159, Atlantis Press, Amsterdam, ISBN 978-94-6239-572-5.
This article is reproduced from: https://www.atlantis-press.com/proceedings/icssed-22/125973677

Please indicate when reprinting from: https://www.gq05.com/Leatherwear_and_Furs/China_Luxury_Brands_Digital_Transformation_Study.html