Exploring Marketing Strategies for Luxury Goods in China in the Post-Epidemic Era

Abstract

In the post-epidemic era, luxury goods have seen a decrease in production and sales abroad, while sales in China have tended to rise and even increase in price. The paper has examined the current situation and problems from the perspectives of sales channels, localization, brand building investment and segmentation of target customers, and made suggestions on marketing strategies in terms of enhancing the public welfare image of brands, taking social responsibility, promoting digital marketing transformation, standardizing channel management, increasing investment in second and third tier cities and focusing on young target customers. The company put forward marketing strategy suggestions. In particular, for the digital marketing transformation, suggestions were made to strengthen the construction and promotion of the official website, promote the diversified sales model of the e-commerce platform and give full play to the influence of social media. At the same time, it was suggested that major luxury brands could strengthen cross-border brand alliances and production line cooperation to enhance brand awareness and reputation, increase the production capacity of each partner, and develop greater market space.