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2022 China Social Rankings

A comprehensive analysis of 100 Luxury & Beauty Brands on Chinese Social Media

In China, e-commerce on social platforms such as WeChat, Douyin and Little Red Book  has become increasingly mature with more features that shortens the path from discovery to purchase. Therefore, it has  become a crucial part of any China strategies as brands look to future-proof their business.

According to Statista, social commerce accounted for 14.3% of the total online retail sales in China in 2021, and is estimated to increase to 17.1% in 2025. To put this into perspective, the social commerce penetration rate in the U.S. was only around 4.1%. Moreover, the livestream commerce market in China reached about CNY 2.27tr in 2021, and is estimated to reach CNY 4.9r by 2023.

Social commerce platforms enable brands to harness the advantages of the social network, which is especially powerful in China where WeChat and other social media has penetrated every aspect of life. However, for brands to fully leverage this power, they must create digital experiences that are more personalised, creative, and engaging than ever.

To evaluate the degree to which 100 luxury brands have effectively tapped into this 'social power', we scored their marketing, sales, and service experiences from search, welcome, reach, product, payment, customer support, livestream showcase to the dedicated loyalty programs and offline appointment booking to see who has formulated the best China social commerce strategy, and here's a sneak peek of our findings...

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To view the full report with the entire rankings, best-in-class examples, and tips for improvement, download the file by filling out the form on the right!

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