Data primarily refers to third-party estimated value on display advertising, including retail media, excluding search engine advertising, advertising on daily life service platforms, app store advertising, in-game advertising, and other related ad placements, such as TV show sponsorship, and others.
The distribution of the soft sell advertising approach covers only data gathered from Douyin, Kuaishou, and Xiaohongshu.
Citation formats
Online luxury ad spending distribution in China 2024, by advertiser sector and tactic
In China's online luxury goods ad spending, watch and jewelry brands contributed over ** percent of soft sell ads in 2024. In comparison, handbag and suitcase brands, together with watch brands, were the largest advertisers that focused on the hard sell advertising approach. Hard sell advertising, more direct, often emphasizes features and benefits to drive immediate purchases. Soft sell advertising, on the other hand, prioritizes building trust and long-term customer loyalty through indirect engagement and emotional connection.
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QuestMobile. (April 7, 2025). Distribution of online ad spending of the luxury goods industry in China in 2024, by advertiser sector and approach [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 26, 2026, from /statistics/1617659/china-online-luxury-goods-ad-spending-distribution-by-product-segment/
QuestMobile. "Distribution of online ad spending of the luxury goods industry in China in 2024, by advertiser sector and approach." Chart. April 7, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 26, 2026. /statistics/1617659/china-online-luxury-goods-ad-spending-distribution-by-product-segment/
QuestMobile. (2025). Distribution of online ad spending of the luxury goods industry in China in 2024, by advertiser sector and approach. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 26, 2026. /statistics/1617659/china-online-luxury-goods-ad-spending-distribution-by-product-segment/
QuestMobile. "Distribution of Online Ad Spending of The Luxury Goods Industry in China in 2024, by Advertiser Sector and Approach." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 7 Apr 2025, /statistics/1617659/china-online-luxury-goods-ad-spending-distribution-by-product-segment/
QuestMobile, Distribution of online ad spending of the luxury goods industry in China in 2024, by advertiser sector and approach ÌÇÐÄÆƽâ°æ, /statistics/1617659/china-online-luxury-goods-ad-spending-distribution-by-product-segment/ (last visited July 26, 2026)
Distribution of online ad spending of the luxury goods industry in China in 2024, by advertiser sector and approach [Graph], QuestMobile, April 7, 2025. [Online]. Available: /statistics/1617659/china-online-luxury-goods-ad-spending-distribution-by-product-segment/
