With Chinese consumers increasingly turning to mobile devices for news and e-commerce, and getting product information and brand updates in bite-sized pieces via Weibo and WeChat, "mini-movies" have moved to the forefront as an effective and timely marketing tool.
A roundup of new and ongoing digital campaigns launched by luxury brands in China through January 25, 2013, featuring Jaguar, Cadillac, and Bao Bao Wan Fine Jewelry.
As netizens in China spend less time on PCs, increasingly plugged into their tablets and smartphones for everything from communication to commerce, mobile shopping has become a an important bright spot in the country's booming e-tail market.
A roundup of recent brand news, from Bulgari's snakes descending on Beijing to a special Goyard craftsmanship event in Shanghai, and Coach getting interactive on WeChat.
While Chow Tai Fook seems to view its new JV with Richemont as a credibility-booster for its watch-selling business, for Richemont it's clear that something must be done to boost sales in a changing China market.