Marketing Strategies of Luxury Brands in Chinese Market

Under the dual pressure of the poor macro consumption situation and the "flight" of domestic consumption capacity to overseas, major luxury brands also have a sense of crisis. In order to consolidate the existing consumer groups and attract more new consumers in Chinese market. These valuable brands also began to use a variety of marketing methods.The research theme of this article is how different levels of luxury brands use different marketing strategies How do these highly targeted strategies affect China's luxury market and the psychology of consumers. The research method is mainly through reading a large number of literature on luxury brands and the analysis of China's luxury market At the same time, many literatures also contain a lot of data about the number of consumers and sales profits. The analysis shows that different consumer groups have different shopping preferences, which depends on their own characteristics and personality (including family conditions, needs and personal preferences) The reason why different classes of brands use different marketing strategies is also to cater to their targeted consumer groups The marketing strategy of luxury brands also covers a wide range of aspects, including price rise, hunger marketing, regional division and so on.