World Luxury Index™: The Top 50 Most-Searched for Luxury Brands in China

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The WorldLuxuryIndex China ranks and analyzes the luxury brands most searched for throughout Mainland China through an investigation of luxury brand related searches performed on the leading search engines, Baidu and Google.

Top 50 Most Searched For Luxury Brands in China

Top 50 Most Searched For Luxury Brands in China - World Luxury Index

Unlike other parts of the world, Western brands in China often find that the public calls the brand something other than the official name.

Digital Luxury Group (DLG), the first international company dedicated exclusively to the digital success of luxury brands, in partnership with Luxury Society, the world’s largest community of luxury executives, unveils the first ranking of the top 50 most-searched for luxury brands in China.    

This ranking is the first installment of the World Luxury Index, an international ranking and analysis of the most searched-for brands within the luxury industry. Covering over 400 brands within six key segments (fashion, beauty, jewelry, cars, watches, and hospitality) in ten key luxury markets, the World Luxury Index provides insights on the unbiased search inputs coming from global luxury consumers in the world’s top search engines (Google, Bing, Baidu, Yandex). The result is a one-of-a-kind benchmark of the luxury brands capturing the attention of luxury-minded consumers around the world.

As the first official ranking of the most sought after luxury brands in China, the unbiased information is derived from an impressive sample of more than 150 million+ consumer queries on the leading search engines in China: Baidu and Google. DLG research analysts, with the support of the Luxury Society team, uncovered a number of interesting findings:

1.    Luxury on the road
Eighteen out of the top fifty most-searched for luxury brands (36%) in China are automobile brands. Audi is the most-searched, followed by BMW and Mercedes Benz. Audi has long held a privileged spot in China, it’s the official car of the Chinese government.

2.    Local brand shines in jewelry
Chinese brand Chow Tai Fook is the most searched jewelry brand in China, far surpassing 2nd and 3rd ranked brands, Cartier and Swarovski. With a distribution network of over 1,500 locations across 320 cities in China, Hong Kong, and Macau, it’s no surprise that they lead. Cartier can be found in approximately 300 stores.

3.    Impact of language differences
Unlike other parts of the world, Western brands in China often find that the public calls the brand something other than the official name. A look at Burberry shows that 76% of searches for the brand are done using the unofficial brand name (巴宝莉).

4.    Top fashion brands show different strengths
The top 3 most-searched fashion brands in the ranking, Louis Vuitton (#3), Chanel (#5), and Dior (#8) each lead through different segments. Interest for Dior is specifically related to beauty (and more specifically fragrance) over 80% of the time. For Chanel, beauty represents just fewer than 50%, and fashion and accessories at 40%, while it was noted 94% of searches are fashion/accessory-related for Louis Vuitton

5.    Surprises abound
The top ranking of brands unveiled some interesting results. Borghese, a beauty brand not particularly well-known in the US and Europe is fascinatingly strong in China and ranked #43, thanks to the cult-like following of their face masks. French outerwear brand, Moncler, ranks a surprisingly strong #42, surpassing long-established brands like Rolex and Ferragamo thanks to TV sponsorships.

The full report is available online at: More detailed data and analysis on a particular segment or brand is available upon request.

About Digital Luxury Group
With offices in New York, Geneva, and Shanghai, Digital Luxury Group (DLG) is the first international company dedicated exclusively to the design and implementation of digital communication strategies for luxury brands.
For more information:

About Luxury Society
Luxury Society is the world's most influential online community of top luxury executives. Based in Paris, with members in more than 150 countries, Luxury Society informs and connects CEOs, managers, journalists, consultants, designers and analysts from across the luxury industry. For more information:

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Tamar Koifman
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