Marketing consultant group R3 Worldwide and consumer intelligence company Bomoda have recently analyzed millions of social media posts about popular fashion/ beauty brands in China with the use of information provided by top Chinese Key Option Leaders and have concluded Gucci is the most popular fashion brand in the majority of the world’s population.
Bomoda and R3 Worldwide researched other fashion celebrities and influencer blogs on popular Chinese social media sites like WeChat and Weibo. Bomoda stated that out of the hundreds of fashion companies that are popular in China, they only focused on the top 25 fashion brands in China to study. The company continued to comment that they chose to study these selected 25 fashion brands because they made the most significant efforts to place ads all over Chinese social media sites and apps since the last two quarters.
Second place on the marking and consumer intelligence companies list was Dior, while Louis Vuitton was placed as third on the list. Givenchy was ranked as fourth place and Chanel was placed on the fifth spot.
On the social media site Weibo, the top brands mentioned on the site where Bulgari, Dior, Estée Lauder, and Lancôme. While on WeChat, the top brands mentioned on their site was Bulgari, Estée Lauder, and Tiffany.
R3 Worldwide and Bomoda have unfortunately also reported that since a lot of Chinese social media sites and apps are overloaded with campaigns lead by a lot of KOL’s (Key Option Leaders), their evidence can be deemed inconclusive.
KOL’s are individuals and or groups of individuals who have a big influence on a large group of people and are sometimes hired by certain companies to promote large scale internet campaigns. From then on, KOL fans will spread the word and the company who originally hired the particular KOL to campaign their products will get new shoppers for their brand. Bomoda and R3 Worldwide have also commented that one of the top KOL’s worldwide is currently Kendall Jenner, who is known to promote brands like Givenchy, Louis Vuitton, Dior, Estée Lauder, etc.
So although Gucci is the most popular brand seen throughout the majority of the internet, Gucci might not be the most popular brand with the entire Chinese population aka the majority of the world’s population.