Marketing luxury brands to Chinese Millennials is not a “one size fits all” strategy. Wealthy young Chinese consumers can fall into two categories: Fuerdai, who pride themselves on being elite, and the post-‘90s group, who value personal experiences over wealth. For Fuerdai, Porsche launched a WeChat campaign where their consumers could book a free luxury experience and share it with others to show off their ownership. To reach the post-‘90s, Montblanc live streamed an event with an astrological guru in promotion of their Bohème collection to feed their desire for spiritual fulfillment. (Jing Daily)
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