China: most valuable luxury fashion marketing activities

Major marketing channels for fashion luxury brands in China in 4th quarter 2021, based on share of Media Impact Value*

Characteristic	Share of Media Impact Value
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Release date

January 2022

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Region

China

Survey time period

October 1, 2021 to December 31, 2021

Supplementary notes

* According to the source, Media Impact Value (MIV^®) was based on its proprietary Machine Learning algorithm to measure the value of all marketing activities (including posts, interactions, and articles) across Voices, Channels, and Markets with a unified currency. Finely tuned to specificities of Fashion, Luxury, and Beauty, the algorithm was trained on actual media rates and over 5 years of FLB specific campaign data. It analyzes more than 100 quantitative and qualitative attributes including audience engagement, industry relevance, source authority, and content quality, to create a highly accurate method of measurement. Thus, MIV^® offers a unified way to calculate how brand equity is being created and which strategies create the most ROI.

The measurement covers online media, blogs, Douyin, Weibo, WeChat, RED, and BiliBili.

Citation formats

According to a report on fashion luxury brands, media remained the most valuable marketing channel in China, contributing about **** percent of the major luxury brands' Media Impact Value (MIV^®) in the last quarter of 2021. While influencers have become increasingly important for brands, celebrities continue to garner high marketing values. In a social media post, Chinese rapper, dancer, and actor Lay Zhang generated about ** U.S. dollars in MIV^® for Valentino.