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Luxury brands are often referred to young and latest fashion lifestyles. It reflects shopping perspective and spending habits. Most of the sharing platforms such as Xiaohongshu have presented attractive lifestyle brands to a younger generation. These platforms have become major sources for most consumers in recent years, to make much better spending decisions. Actually, most of the currently available luxury brands now point towards the worth of the sites. They have started opening official accounts on Xiaohongshu to make their site a crucial and best marketing channel.

People are still unfamiliar with new and famous lifestyles. Their impact on the luxury industry in China and how do luxury brands provide a new path for their future marketing plans?

Winter Olympics & Cold-weather Brands

Most activities in cold weather such as skiing have become amazingly stylish and fashionable, both offline and online, ahead of the Winter Olympics. Moreover, the ‘Ski tutorial’ search volume on Xiaohongshu has boosted by 100% in 2021. It has shown significant growth in the last 2 sequential years. The variation in fashion trends expenditure and increasing national income has fueled snow and ice sports, besides the Winter Olympics.

The higher economic value has boosted the ski industry and is now called the ‘Platinum Bonanza’ in China. However, the massive economic development has provided handsome support for many other industries, such as the luxury industry. Luxury products have organic traffic and audience in ski-related goods because ski equipment is costly and needs extraordinary consumption power. Luxury brands have recently recognized this direction and continuously launching ski collections.

Most of the luxury brands are now seeking to get popularity to promote their ski-related items during Winter Olympics. Point to be noted that Prada has started offering Prada on Ice pop-up stores in September 2021, in Beijing SKP to sell their special Winter Olympics collections. However, FENDI also presented its ski products as well as opened a limited-time coffee shop ‘FENDI’, in the Changbai Mountain International Tourism Resort.

A boom in Urban Outdoor Life

Coronavirus pandemic has pushed people to work and stay indoors for long hours without fresh air. Most of them needed to join fresh activities such as paddle boarding and camping. Living in open-air life posts on Xiaohongshu have boosted by at least 5-times in 2021. This direction continuously moved offline at the International Trade Show 2021 for Sports Equipment & Fashion Shanghai. The camping collections in the show also extended by 10-times compared to the last year.

Most outdoor activities have now become a new way to manage post-pandemic life in China. Luxury brands are now enlarging their outdoor-related items to increase their categories and enhance revenue. This new trend efficiently meets the public fitness requirements and adaptable social activities. The top-level outdoor items have also offered brands to give offline shopping experiences to attract more valuable consumers with social media and New Retail prices.

Modern Clothing in China

In recent years, the Guochao fashion trend has shown a significant amount of popularity in Chinese industries. The increase in Guochao products has reflected most consumption trends because of the spiritual and cultural attributes of their products. However, the posts of Xiaohongshu regarding modern Chinese clothing amazingly increased after July 2021 by 28-times. Most of the luxury products in China were always in the hands of Western brands. Most of the limited-edition luxury products launched for Chinese people on the New Year.