What are the most popular luxury items for Chinese young people in 2018?

“Bacchus”, “Wandering Bag” and “Socks Shoes”... These are some of the most discussed luxury items among Chinese young people on the Internet in 2018, but their original names are actually Gucci Dionysus, Chanel’s Gabrielle, and Balenciaga's speed socks. For netizens, it is common to give new names to their favorite and most hyped products. But industry insiders question how long the heat of these It fashion items can last, and how many brands can rely on these items to rush sales.

In June of this year, Weibo's marketing research organization released a white paper on the 2018 luxury industry. By tracking access to data from more than 1,000 consumers on the platform, the report aims to guide brands to better understand the best-selling goods, categories, brands since 2018, and the luxury of China's 80s, 90s and 00s. Differences in consumer behavior.

Overall, we found that even if ready-to-wear and bags are the most discussed categories on Weibo, fashion brands have focused on developing a wide range of products such as jewelry and watches. At the same time, people of different ages show significant differences in the types of products they like and the motivation to buy. For example, consumers after the 80s are more interested in the product itself, giving priority to quality and design, while consumers after 90s and 00 prefer to discuss the background of the product and the scenarios they can match - in other words, they value shopping more. The meaning behind the experience and purchase. Below we break down these preferences by category:

Bag series

Consumers generally show relatively mature tastes, and they are familiar with the vocabulary of each brand's “it” package. The winner was the Gucci Dionysus bag (Bacchus), which ranked in the top three of all three age groups in 2018. The second hottest bag is Chanel's Gabrielle (wandering bag), followed by Hermès Birkin (platinum bag) and Louis Vuitton's Pochette Metis (postman package). In addition, Weibo rankings also hint at the fashion life cycle of these "it" packages. For example, Dior's Saddle Bag is one of the top 10 most popular purchasers after 2018, considering that the brand's creative director, Maria Grazia Chiuri, just launched the series in July 2018. It is quite good. At the same time, Fendi's peekaboo handbags fell out of the top 10 rankings in 2018, which may mean that people lost interest in the series that first entered the runway 10 years ago.

In general, people like to discuss the style of the bag, but the discussion of topics such as packaging has also increased significantly compared to last year. Consumers after the 80s like to look at the style, materials and hardware of the bag (handle, buckle, zipper). They also often focus on classic styles and love low-key colors, while after 90s and 00 consumers like bright colors, the description of the package is mostly based on the use of the scene, whether it is for work laptop bags or for travel backpacks, Or celebrate the birthday to buy a crossbody bag. In contrast, consumers after the 90s are more susceptible to limited editions and trendy styles.

Garment series

Unlike the bag market, the online hot discussion of the ready-to-wear collection is still dominated by well-known brands such as LV and Gucci, thanks to their frequent collaborations with artists and streetwear companies such as LV x Supreme and Gucci xCocoCapitán. The Artists Present, which is hosted by Louis Vitton's VVV and Gucci at the Yuz Museum in Shanghai, is an effective strategy and has proven to be a hot topic for young people on Weibo.

An interesting trend is that consumers after the 90s and after 00 talk more frequently about high-end product lines, such as high-definition, suits and jackets, demonstrating the great potential of brands to further educate luxury consumers. The show fashion show will also be an effective channel. Currently, Louis Vuitton and Chanel are currently the most discussed brand fashion show on Weibo.

Jewelry series

Chanel's fine jewellery line coco crush is the only brand that has become the top choice for the most discussed jewellery list. In terms of preference, although the 80s consumers will choose the style they like when they buy, the 90s and 00 buyers mainly use jewelry as a gift to others, and they are more willing to discuss where to wear them. The seasonal trends in the discussion of jewelry brands are obvious, with a focus on spring and summer.

Watch series

Since 2017, Cartier, Chanel and Chopard have increased the exposure of fashion watches on Weibo. Watch exposures such as Chanel's J12, Codecoco, Piaget's Altiplano and LV's Tambour Horizon are increasing and attracting the attention of female fans. The male population after the 80s is still the main group of people who focus on watches, they talk more about functions than style. Consumers after the 80s like to understand watch technology, they know exactly what is the reason for buying a product. On the other hand, consumers after 90 and 00 are more interested in the style of the watch and the brand story behind it.

Shoes series

Sneakers are now at the forefront of luxury footwear, and the shoes nicknamed "Little White Shoes" still top the list. Lok Fu shoes, Tod's Gomminos, hosiery shoes and old shoes became the trend of buyers after 2018. Consumers after the 90s are most likely to be attracted to the latest and limited edition footwear, the most discussed products include LV's Trainers and Arclights and Gucci's Aces and Rhytons. The partnership between luxury brands and sportswear companies helps to expand their audiences, such as LV x Supreme x Nike Air Max, Gucci x Adidas, Hermes x Nike Air Force, and Chanel x Adidas Hu NMD.