This is a ranking and analysis of the most-searched for luxury brands in the Chinese market.

1. In partnership with:
THE WORLD LUXURY INDEX™ China 2013
THE MOST SOUGHT-AFTER LUXURY BRANDS
Photo architecturepics.org

2. Created as a way to provide luxury brands with a
standardized way of measuring brand interest at an
international level, Digital Luxury Group, in
partnership with Luxury Society, unveils:
An international ranking and analysis of the most
searched-­‐‑for brands within the luxury industry.
© Digital Luxury Group, SA
2
A New Luxury Benchmark is Born.
The World Luxury Index.

3. A Market with Untapped Potential.
"ʺThe potential in China is so important. You might have a slowdown there, but
the tank is so big. There are so many cities where we have not scratched the
potential yet”
Bernard Fornas
Co-­‐‑Chief Executive Officer of Richemont
-­‐‑ Riding the Tiger of Luxury, WSJ, March 18th 2012

4. © Digital Luxury Group, SA
4
The World Luxury Index China 2013.
400+
brands
6 Key
Segments
Unbiased insights from the top search
engines in China:
680 million+
searches*
Cars HospitalityBeautyFashion Jewelry Watches
Covering:
* From Jan -­‐‑ Dec 2012

5. © Digital Luxury Group, SA
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WHAT ARE THE MOST SEARCHED
LUXURY BRANDS IN CHINA?

6. 6
TOP 50 MOST
SOUGHT-AFTER
Luxury Brands in
China.
Data range: Jan -­‐‑ Dec 2012
1
Audi 奥迪
26
Armani 阿玛尼
2
BMW 宝马
27
Tiffany & Co. 蒂芙尼
3
Chanel 香奈儿
28
Swarovski 施华洛世奇
4
Estée Lauder 雅诗兰黛
29
Jaguar 捷豹
5
Louis Vui`on 路易威登
30
Bentley 宾利
6
Lexus 雷克萨斯
31
Maserati 玛莎拉蒂
7
Mercedes Benz 梅赛德斯 奔驰
32
Rolls Royce 劳斯莱斯
8
Dior 迪奥
33
Sheraton 喜来登酒店
9
Porsche 保时捷
34
Biotherm 碧欧泉
10
Lamborghini 兰博基尼
35
Maybach 迈巴赫
11
Lancôme 兰蔻
36
Omega 欧米茄
12
Gucci 古驰
37
Lincoln 林肯
13
Hermès 爱马仕
38
Borghese 贝佳斯
14
Volvo 沃尔沃
39
Hilton 希尔顿酒店
15
Land Rover 路虎
40
Clarins 娇韵诗
16
Infiniti 英菲尼迪
41
Benefit 贝玲妃
17
Chow Tai Fook 周大福
42
Acura 讴歌
18
Cadillac 凯迪拉克
43
Elizabeth Arden 伊丽莎白 雅顿
19
Cartier 卡地亚
44
Versace 范思哲
20
Clinique 倩碧
45
Anna Sui 安娜苏
21
Burberry 博柏利
46
InterContinental 洲际酒店
22
Coach 蔻驰
47
Rolex 劳力士
23
Ferrari 法拉利
48
Guerlain 娇兰
24
Prada 普拉达
49
Longines 浪琴
25
Shiseido 资生堂
50
Rado 雷达
© Digital Luxury Group, SA

7. © Digital Luxury Group, SA
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Top 3 Brands by Segment.
FASHION
CARS BEAUTY HOSPITALITY WATCHES JEWELRY
#1
#2
#3

8. © Digital Luxury Group, SA
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Brands – Who ’s IN/OUT.
• Brands entering the top 50 for the first time:
• Brands no longer in the Top 50:
(# 43) (# 50)
(was # 42) (was # 48)

9. A Market Going Independant.
“Many brands expected that an increase in Chinese sophistication would reduce the
cultural gap with their overseas consumers. In some cases, it actually contributed to the
development of unique local preferences, independent from Western tastes, thus
challenging luxury brands in terms of product offering but also opening up the way for
new opportunities to grow in the Chinese market.”
Pablo Mauron
General Manager China at Digital Luxury Group
Photo Qeelin

10. 10
Chanel Oversteps Louis Vuitton.
2012 Rank
2011 Rank
Chanel
#3
#5
Louis Vui`on
#5
#3
“Chanel is benefiting from an important level of interest in China, mostly emanating
from strong interest from Chinese consumers in its Beauty products, which Louis
VuiSon does not have.”
David Sadigh
Founder & CEO of Digital Luxury Group

11. • Cars remains the most searched for luxury sector in China
11
Cars Lead.
BREAKDOWN BY SEGMENT
© Digital Luxury Group, SA

12. © Digital Luxury Group, SA
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“Language barriers continue to create complexities between Chinese consumers and
Western luxury brands. Almost 40% of searches are for either non-­‐‑official or original
brand names, whilst the remaining searches are for their official Chinese name.”
Echo Zhiyue ZHOU (周之悦)
China Digital Strategist, Digital Luxury Group
How Chinese Consumers Search for Brands?

13. © Digital Luxury Group, SA
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How Chinese Consumers Search for Brands?
• Chinese consumers search for brands in various ways, reflecting how they are
being remembered in the mainland. Brands should keep this in mind when
developing their communication strategies for China, especially new brands
entering the market.
Variation of search pa`erns
between segments:
• The Beauty segment has the
highest ratio of Chinese brand
names
• Fashion is the segment most
searched in brands’ original
names, but also in acronyms
*Benchmark study and analysis jointly
conducted with:
62%
66%
30%
20%
6%
10%
1%
3%
Search engines
E-­‐‑commerce sites*
Consumer Search Pattern for Brand Names on Search
Engines and E-commerce Sites
English acronyms or others
Non-­‐‑official Chinee name
Official original name
Official Chinese name

14. 14
Differences between Individual Brands.
19%
73%
8%
Tiffany & Co.
Non-­‐‑official name
‘蒂凡尼’, a
misspelling of the
official one
67%
5%
28%
LexusNon-­‐‑official name
‘凌志’, given by
retailers before the
brand’s official entry
into the China
market in 2004, is
still very popular
8%
63%
29%
GucciSearches for ‘古奇’
and ‘古琦’, both
misspelling of the
official Chinese name
The official Chinese
name ‘古驰’ is li`le
known in China
95%
5%
Estée Lauder
Estée Lauder is
overwhelmingly
recognized by its
Chinese name ‘雅诗兰
黛’, because of the
brand’s consistent
communication but
also the difficulty to
remember the
original name for
Mandarin speakers
© Digital Luxury Group, SA

15. 15
© Digital Luxury Group, SA
Cars

16. © Digital Luxury Group, SA
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Top 10 Car Brands in China.
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
(/)*
(/)
(+1)
(-1)
(/)
(/)
(/)
(+1)
(-1)
(+1)

17. © Digital Luxury Group, SA
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Top rising brand
Top declining brand
A Race of Cars.
Maybach (-10)
Jaguar (+5)
Evolution
Rank 2012
Brand Name
+5
29
Jaguar
+2
18
Cadillac
+2
37
Lincoln
+1
32
Rolls Royce
+1
15
Land Rover
+1
30
Bentley
/
1
Audi
/
2
BMW
/
6
Lexus
/
9
Porsche
/
10
Lamborghini
-­‐‑1
16
Infiniti
-­‐‑1
42
Acura
-­‐‑2
14
Volvo
-­‐‑3
7
Mercedes Benz
-­‐‑4
31
Maserati
-­‐‑6
23
Ferrari
-­‐‑10
35
Maybach

18. • China is now the 1st market for Jaguar. Sales
have increased by +74% in 2012, compared with
+4% average growth rate for the overall car
market
• The joint venture with Chinese local brand
Chery has triggered a lot of interest and is also
Jaguar’s 1st joint venture outside the UK
• The 1st manufacture sector of Jaguar outside the
UK is located in China
• Jaguar has paid great a`ention to product
customization for the Chinese market (3.0 L
engine, long wheelbase, etc.)
• Jaguar 4S stores in China are equipped with golf
practice fields, massage rooms, internet bar etc.,
to take care of Chinese consumers’ unique needs
© Digital Luxury Group, SA
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Jaguar - Rising Star.
Photo autoguide.com

19. © Digital Luxury Group, SA
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Jaguar - Rising Star.
“This year Jaguar Land Rover expects its China sales to increase between 20% and
30% over 2012'ʹs sales, while growth in Europe is expected to increase only by a single-­‐‑
digit percentage rate. Total investment in its China strategy over the past three to five
years was way past £1 billion -­‐‑ Investment in its joint venture with local car maker
Chery Automobile Co. accounts for roughly half. Under its joint venture agreement,
JLR also must produce a brand specifically for the joint venture. "ʺ
Phil Popham
Director of Group Sales Operations, Jaguar Land Rover
-­‐‑ Tata'ʹs Jaguar Expects China Sales to Leap Over Europe, WSJ, April 23rd 2013

20. 20
© Digital Luxury Group, SA
Beauty
Photo Shiseido

21. © Digital Luxury Group, SA
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Top 10 Beauty Brands in China.
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
(/)
(+1)
(-1)
(+1)
(-1)
(/)
(/)
(/)
(/)
(/)

22. © Digital Luxury Group, SA
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Skincare is King.
• The Chinese beauty market is dominated by skincare -­‐‑
unlike most Western and other BRIC markets
Breakdown of Searches for Beauty Products in China

23. 23
Breakdown by Category.
• Estée Lauder and Clinique, are winning over Chinese
women’s hearts thanks to strong skincare products
86%
56%
9%
4%
94%
57%
12%
22%
30%
15%
6%
17%
2%
22%
60%
81%
26%
Estée Lauder
Lancôme
Dior
Chanel
Clinique
Avg. (Top 5
brands)
%Skincare
%Makeup
%Fragrance
© Digital Luxury Group, SA

24. 10.4%
22.7%
89.7%
77.3%
Lancome
Estee Lauder
© Digital Luxury Group, SA
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Victory of Skincare Lines Dedicated to China.
• Overwhelming brand awareness of Estée Lauder’s ‘Nutritious’
line. At first developed specifically for the Chinese market, the
brand is now selling it in western markets as well.
Searches for ‘Nutritious
collection’ or ‘Red
pomegranate’, the Chinese
name of the line
Searches for ‘Génifique’ the
most popular product line
of Lancôme

25. © Digital Luxury Group, SA
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Most Popular Beauty Products.
Clinique ‘Dramatically Different
Moisturizing Gel’, known as ‘The
bu`er’ (‘黄油’) in China
#1 Makeup
• Chinese consumers spontaneously rename products
they love using “cute” nicknames, often linked to food
Benefit ‘dr. feelgood’ makeup
primer, known as ‘Piggy oil’ (‘猪
油膏’, widely used in Chinese
cooking) in China
#1 Skincare

26. © Digital Luxury Group, SA
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Top 3 Fragrances in China
Most Popular Fragrances.
• Compared with the highly local-­‐‑specific skincare and
makeup segments, preference for fragrances is much
more in line with international trends
#1 Dior ‘J’adore’ #2 Chanel ‘No.5’ #3 Chanel ‘Chance’

27. 27
© Digital Luxury Group, SA
Fashion

28. © Digital Luxury Group, SA
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Top 10 Fashion Brands in China.
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
(/)
(+1)
(+1)
(-2)
(+2)
(-1)
(-1)
(+1)
(+17)
(+2)

29. • Bags and wallets dominate the Chinese fashion
market generating almost 90% of total interest
© Digital Luxury Group, SA
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China’s Love Affair with Bags.
*‘All others’ include: belts, scarves, ties, gloves, cufflink

30. © Digital Luxury Group, SA
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Top Handbag Models.
Rank
vs. Global
Brand
Models
1
+2
Céline
Luggage
2
-­‐‑1
Hermès
Birkin
3
+4
Chanel
2.55
4
-­‐‑2
Longchamp
Le Pliage
5
-­‐‑1
Hermès
Kelly
• Céline’s iconic ‘it bag’-­‐‑ Luggage, tops handbag models in
China, +2 places ahead of its global ranking.
For more information please visit:
www.worldhandbagreport.com

31. © Digital Luxury Group, SA
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• Local celebrity endorsement has
played a major role in its popularity.
• Chinese ‘nicknames’ for the
‘Luggage’ has made it easy to
remember. The model is widely
renamed ‘囧包’ and ‘笑脸包’ in
China.
• The first word refers to a facial
expression – a Chinese internet
meme-­‐‑ that the bag resembles. The
second word means-­‐‑ ‘smiling bag’-­‐‑
also linked to its appearance.
Name Helps Product Stand Out.
The Chinese internet meme ‘囧’
refers to a facial expression, thought
to resemble the Céline Luggage
handbag

32. 32
© Digital Luxury Group, SA
Jewelry
Photo Bulgari

33. © Digital Luxury Group, SA
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Top 10 Jewelry Brands in China.
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
(/)
(/)
(/)
(+1)
(-1)
(/)
(+5)
(+3)
(-2)
(-2)

34. © Digital Luxury Group, SA
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Big Players Dominate.
#1
#2
#3
• Top 3 brands represent almost 90% of total interest
• Rings is the most popular product category representing
half of the market

35. 73.3%
52.7%
36.8%
25.8%
8.7%
54.4%
0.9%
35.9%
6.3%
1.1%
0.0%
Chow Tai Fook
Cartier
Swarovski
Brand & Products
Material
Price
Points of Sales
All others
© Digital Luxury Group, SA
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Breakdown by Search Intention.
• Cartier, the higher-­‐‑end brand amongst the top three, generates
more searches for ‘Price’ than other search intentions
Breakdown of Search Intentions for Top 3 Jewelry Brands in China

36. © Digital Luxury Group, SA
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Top 3 Jewelry Collections.
Cartier Love Cartier Tank The Tiffany Setting
• Timeless signature design collections lead the way with Cartier and Tiffany’s
• The Tiffany Se`ing is known in China by its nickname: ‘Tiffany 6 paws’ (‘六爪’)
• Chow Tai Fook ranks #1 on a brand level but has no recognizable collection -­‐‑ An
opportunity for the Chinese brand to grow in its home country?
#1 #2 #3

37. © Digital Luxury Group, SA
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China’s LOVE Affair with Cartier.
• Cartier entered the mainland officially in 2001
• LOVE collection launched in China in 2006
• Cartier China’s 1st digital marketing campaign
was for the LOVE collection with MSN China
Luxury Channel:
-­‐‑ Aim was to generate increased brand awareness
among 25-­‐‑35 yrs old white collar workers
-­‐‑ Created a microsite, resulting in +1 million page
views during campaign period
• Cartier’s Tank jewelry collection benefited from
name recognition linked to extensive
communication campaigns by the Maison in 2012
for the 75th anniversary of the iconic Tank watch.
The celebration was promoted heavily on social
media, especially Sina Weibo, China’s No.1 social
platform, on which Cartier now has 460K+ fans

38. 38
© Digital Luxury Group, SA
Watches
Photo Omega

39. © Digital Luxury Group, SA
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Top 10 Watch Brands in China.
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
(/)
(+1)
(-1)
(/)
(/)
(/)
(+1)
(-1)
(/)
(+3)
Evolution VS. Jan -­‐‑ Dec 2011 (WorldWatchReport™ 2012)

40. © Digital Luxury Group, SA
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Rank
2012
Evol.
vs. 2011
Brand
Model
vs. Global
rank
1
+3
Omega
De Ville
+12
2
-­‐‑1
Omega
Constellation
+9
3
-­‐‑
Cartier
Ballon Bleu
+28
4
+1
Chanel
J12
+5
5
-­‐‑3
Longines
Master
+34
Elegance Dominates Top 5 Watch Models.
• All top five watch models in China are very classic and elegant, far
away from the world of sports and chronographs which are more
popular with Western consumers

41. © Digital Luxury Group, SA
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Love for Ceramic.
• Passion for ceramic is overwhelming in China (45.6% of total
interest in materials) compared with any other country, such as:
The United States (7.3%), Japan (16.7%), United Kingdom (8.5%)
and Germany (12.9%)
Breakdown of Watch Material Searches in China
For more information please visit:
www.worldwatchreport.com

42. © Digital Luxury Group, SA
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Unleashing China’s Purchasing Power.
“The need to unleash purchasing power promises future growth
for the Chinese luxury watch market. Personally I think it will maintain its
rapid growth rate, though it might drop to a stable rate compared to
previous years, just as China’s GDP needs to slow down. This is a result of the
growing maturity of consumers, selection range expansion, dispersed purchase
channels and development of higher demands.”
Yingze (William) Bai
Editor-­‐‑in-­‐‑Chief, Horlogerie Culture Center of China

43. Photo: Twelve at Hengshan, A Luxury Collection Hotel Shanghai
Hospitality
© Digital Luxury Group, SA

44. Chinese Luxury Hospitality Focus.
Top Local Destinations
Shanghai
Beijing
Tianjin
Shenzhen
Hangzhou
Top International Destinations
Hong
Kong
Singapore
Maldives
Bangkok
Guam
Top 10 Hotels
#1 Sheraton
#2 Hilton
#3 InterContinental
#4 Shangri-­‐‑La
#5 Westin
#6 Four Seasons
#7 Renaissance
#8 Hya` Regency
#9 Nikko
#10 Ri|-­‐‑Carlton
+56.4%
+50.0%
+49.3%
+49.1%
+45.3%
+42.0%
+34.9%
+30.9%
+29.2%
+22.8%
+3.3%
St. Regis
Kempinski
Grand Hya`
Mandarin Oriental
Le Méridien
Banyan Tree
Fairmont
Wyndham
Langham
Sofitel
China
Top 10 Fastest
Growing Hotels
+1.9%
+35.4%
+62.7%
+3.3%
+20.5%
+76.2%
Luxury
Major
Luxury
Exclusive
Upper
Upscale
China
Global
Vs. Global
+1
-­‐1
+7
+12
-­‐2
-­‐2
+2
-­‐2
+18
-­‐3
© Digital Luxury Group, SA

45. Chinese Luxury Hospitality Focus.
• Upscale and luxury have remained constant as a share of total hotels in China
( +8% on average progression 2003-­‐‑2010).
• The number of domestic travelers is forecasted to increase by over +25% from
the current level to reach 3.3 billion by 2015.
• The World Tourism Organization projects that by 2020, 100 million Chinese
tourists will make their way abroad annually.
Source: Euromonitor International, Tourism Flows Outbound in China, March 2012.Mintel The rise of the BRICs-­‐‑
For more information on Luxury Hospitality, please view our reports:
© Digital Luxury Group, SA

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business intelligence service, which monitors the changing
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Through unique benchmarking metrics, luxury brands receive
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drivers capturing the a`ention of luxury consumers worldwide.
For more information, contact us:
wlichina@digital-­‐‑luxury.com
© Digital Luxury Group, SA

47. The World Luxury Index™ is an international ranking and analysis of the most searched-­‐‑for
brands and services within the luxury industry. Covering over 400 companies
within six key segments (fashion, beauty, jewelry, cars, watches, and hospitality) in
ten key luxury markets, the World Luxury Index™ provides insights on the unbiased search
inputs coming from global luxury consumers in the world’s top search engines
(Google, Bing, Baidu, Yandex). The result is a one-­‐‑of-­‐‑a-­‐‑kind benchmark of the
luxury brands capturing the a`ention of luxury-­‐‑minded consumers around the
world.
Digital Luxury Group has a history in luxury industry market intelligence. Since
2004, the WorldWatchReport™ has provided the luxury watch industry with unmatched
insights and garnered a`ention from the world’s leading publications, such as:
47
ABOUT.
© Digital Luxury Group, SA

48. © Digital Luxury Group, SA
48
ABOUT.
www.digital-luxury.com
www.luxurysociety.com
With offices in New York, Geneva, Shanghai, and
Dubai, Digital Luxury Group (DLG) is the first
international company dedicated exclusively to the
design and implementation of digital
communication strategies for luxury brands.
Luxury Society is the world'ʹs most influential
online community of top luxury executives. Based
in Paris, with members in more than 150 countries,
Luxury Society informs and connects CEOs,
managers, journalists, consultants, designers and
analysts from across the luxury industry.

49. CONTACT.
www.digital-luxury.com
GENEVA
NEW YORK
SHANGHAI
DUBAI
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New York, NY 10022
T: +1 212-­‐‑521-­‐‑4310
E: newyork@digital-­‐‑
luxury.com
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T: +41 22 702 07 60
E: geneva@digital-­‐‑
luxury.com
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luxury.com