China’s luxury market has seen a big dip in customer footfall and sales in recent years, leading to store closures, layoffs, and poor performance. High-end customers have become more cautious with their purchases, compelling brands to examine the core reasons behind the decline.
To adapt, brands are using lower-priced items to attract traffic and boost sales for high-end goods. Additionally, the social media platform Rednote has also emerged as an effective medium in driving traffic and increasing conversions.
How is Rednote helping luxury brands to stay in the market?
Rednote has 300 million active monthly users, with a 70% female audience. The platform works as a great medium to target audiences for luxury brands because of the presence of users with similar interests.
According to the 2024 QianGua Rednote User Behavior Report:
· 17%+ are urban Gen Z
· 9%+ are urban white-collar workers
· 7%+ are youth from lower-tier cities
· 6% are refined mothers and urban middle-class
· 3% are middle-aged individuals
With a significant proportion of young (85%) high-spending users, Rednote makes an ideal platform for luxury brands to leverage for precise targeting. Above all, Rednote’s segmentation model just makes the targeting easy with six lifestyle personas, which are:
· Luxury Lifestyle Enthusiasts: 35+ customers for whom luxury is a status symbol.
· Milestone Rewarders: Customers who buy luxury items as a reward for themselves after achieving a personal milestone.
· Trendsetters: Customers under 35 who see luxury as a medium to show their personality.
· Quiet Luxury users: Customers under 35, but who understand and embrace the elegance of luxury items.
· Luxury Beginner: Customers under 25 who take luxury as a way to enter a social circle.
· Circle Expanding Activists: Ambitious customers under 25, using luxury goods to build networks.
How Miu Miu leveraged Rednote to achieve massive growth
Miu Miu, a high-end fashion brand, achieved an impressive 93.2% year-over-year sales increase in 2024 and has already nailed it in 2025 with 60% growth. Here’s what the brand did to achieve such a huge milestone.
Unique products that captured Gen Z
Miu Miu is known for its bold and unconventional fashion launches, which the brand proved again by collaborating with former Balenciaga stylist Lotta Volkova to launch attention-grabbing clothing, including underwear as outerwear, low-rise mini skirts, and ballet flats.
These styles resonated with Gen Z, looking to make a style statement. The brand also utilizes a centralized data system that tracks which items receive the most responses and then adjusts production volume accordingly.
Celebrity collaboration and localized events
Miu Miu signed Gen Z actress Liu Haocun as an ambassador, starting the ‘Miu Girl’ trend on social media. Moreover, the brand also pushed offline experiences such as a Lunar New Year vinyl signing with artist Liu Boxin and flower boat cruises in Guangzhou’s Liwan Lake, driving engagement in both offline and online spaces.
Breaking age barriers
Miu Miu showed that style has no age by featuring 70-year-old retired doctor Qin Huilan and 85-year-old actress Wu Yanshu on the runway. The brand also produced 29 short films on its “women’s stories” series and hosted discussion events called Miu Miu Musings to talk about real-life issues, attracting high-net-worth customers.
Built Social Media Buzz
Miu Miu regularly posts fashion shoots and celebrity street styles to encourage people to share their fashion-based content. This strategy works wonders as most of the users check the influencer’s post before deciding to visit a store physically.
In an era where customers’ preferences are changing every minute, sticking to traditional marketing methods doesn’t just cut it. Nevertheless, Rednote’s highly engaged users and Miu Miu’s strategic usage of the platform demonstrate that you just have to be creative with using social media. By sending out inclusive marketing narratives and adapting to changing demands that resonate with the audience and align with their values, brands can achieve effective results.
This article contains insights and data originally published by [Yoyi Tech]. You can check the full article by clicking here. All rights and content remain with the original author.