Miu Miu Unveils Its “Mountain Club” Pop Up in China

The Social Edition is our weekly collection which deep dives into luxury initiatives in China’s social media landscape. Every week, we emphasize brand name strategies distributed on Chinese electronic platforms — WeChat, Weibo, Tmall, Douyin, and over and above.

Our coverage spotlights world luxurious manufacturers, global elegance makes, and local Chinese manufacturers. The latter gives insight into some of China’s most profitable strategies, which usually arrive from nearby players, and are outside the house of the natural beauty and fashion house.

In this week’s roundup, we look at a few strategies, like Miu Miu’s “Mountain Club” party in Shanghai, Louis Vuitton’s China-special social initiatives in celebration of its founder’s 200th birthday, and Diptyque’s retrospective exhibition in Shanghai.

Miu Miu Unveils Its “Mountain Club” Popup in China

BRAND Miu Miu
CATEGORY Luxurious
PLATFORMS Weibo, WeChat, Little Pink Guide
MEDIUM Impression, Short-movie, Offline Pop-up
Featured TALENTS Lexie Liu (8.1M Weibo Followers) | Zhang Yuqi (13.3M) | Zhou Yutong (13M) | Qian Xin (12.8M) | Qiu Tian (2.7M) | Xiaowen Ju (3.2M) | Estelle Chen (736K) | Cici Xiang (2.5M)

OVERVIEW 
On September 6, Miu Miu hosted the Miu Miu Mountain Club party at No. 1 Waitanyuan in Shanghai to celebrate the official start of the Miu Miu Drop/Winter season 2021 selection. The house recreated Cortina d’Ampezzo in the Dolomites Alps, the location of its Tumble/Winter 2021 display, by meticulously decorating the constructing from the inside out. Meanwhile, a pop-up retail outlet landed at Shenzhen MixC on September 4, and a different 1 is unveiled at Shanghai IFC from September 9 to 19.

NETIZEN Reaction
The campaign launch has hit China’s social platforms, many thanks to comprehensive endorsements from stars and trend KOLs. In specific, the marketing campaign hashtag #MiuMiuMountainClub has recorded more than 27 million sights on Weibo. Netizens confirmed solid fascination in the girlish winter season looks from the collection, with numerous indicating they “cannot wait to gear up for the forthcoming snow period.”

VERDICT
On the heels of its sister brand name Prada’s foray into the snow sporting activities arena, Miu Miu kicks off the campaign with offline and on-line actions that engage sporting activities aficionados and others. Extra importantly, the dwelling is solidifying its luster by underlining a Miu Miu local community. From Chinese types Xiaowen Ju and Cici Xiang to Qiu Tian, these faces allow for the model to consolidate its distinctive brand DNA in China and keep its loyal prospects.

Louis Vuitton Teams With Chinese Stars to Celebrate 200th 12 months

BRAND Louis Vuitton
CATEGORY Luxurious
PLATFORMS Weibo, WeChat, Very little Crimson Guide
MEDIUM Quick-video
Showcased TALENTS Liu Yifei (68M Weibo Followers) | Justin Huang (24.7M) | Ouyang Nana (20M) | AnnyFan (5.8M) | Dilraba (76.5M) | Xu Jiaqi (12.5M) | Gong Jun (18.5M) | Austin Li (20.3M) and additional talents will be announced

OVERVIEW 
2021 marks the 200th birthday of Louis Vuitton’s founder. And to rejoice this meaningful 12 months, the residence has been launching a particular initiative in collaboration with Chinese artistic skills on social platforms, which include Weibo, Douyin, and WeChat. In the campaign, the featured faces — ranging from brand ambassadors, artists, and media veterans to style KOLs — convey to the founder’s journey and the dwelling legacy by using a sequence of short movies.

NETIZEN Response
So considerably, the films that have received the optimum viewership star brand name ambassador Gong Jun, Chinese singer Xu Jiaqi, and Justin Huang. Since the start of the anniversary celebration marketing campaign, the hashtag #Louis200 has garnered 77.7 million sights. With the ongoing shorter-video collection, the social website traffic of the marketing campaign is expected to reach a new higher after the release of the brand’s cell video game “Louis: The Activity.”

VERDICT
Storytelling has normally been the basis of luxurious brand name communications with prospects. As one of the most established legacy residences, Louis Vuitton is a veteran of contextualizing the manufacturer heritage into today’s socio-cultural environments. By partnering with skills from many artistic industries, the household underlines its relevance to the contemporary cultural scene though engaging broader audiences, so they discover extra about the brand’s heritage throughout two generations.

Diptyque Celebrates Its 60th Anniversary Through the Lens of Art

BRAND Diptyque
CATEGORY Luxury Perfume
PLATFORMS Weibo, WeChat, Tiny Crimson Ebook
MEDIUM Pop-up Exhibition

OVERVIEW 
On September 9, the French luxurious fragrance maison Diptyque opened a pop-up retrospective exhibition “Le Grand Tour” at Fuxing Art Centre, Shanghai, in celebration of the 60th anniversary of the home. The manufacturer invited 5 renowned artists, particularly Joël Andrianomearisoa, Johan Creten, Zoë Paul, Hiroshi Sugimoto and Rabih Kayrouz, to focus on artwork and fragrance. The exhibition will be open up to the community from September 11 to Oct 7, presenting an interactive journey featuring visible and olfactory encounters. A specific assortment, which includes five vacation spot-influenced perfumed creations, was released on Tmall on August 26.

NETIZEN Reaction
The marketing campaign hashtag #Diptyque60thAnniversary has racked up just about 14 million views as of the opening of the exhibition. Many thanks to the reviews of the minimal-edition “Le Grand Tour” selection posted by fragrance KOLs on Weibo and Minor Crimson E-book, lots of fragrance fanatics have revealed significant expectation for the marketing campaign, which also produced curiosity for the offline pop-up exhibition.

VERDICT
China’s fragrance industry is going through a immediate shift to area of interest brand names, as described in Jing Daily’s latest report How Niche Fragrances Are Winning More than Younger Chinese Individuals. This surging demand from customers hints at a large market place possibility for lesser-known players in the sector, which, to day, count on product or service testimonials on social platforms to perform a important job in a fragrance consumers’ journey. Even so, better-close fragrance brands are not only about how they odor, but much more frequently act as a image of one’s life style.