Research on the Digital Transformation of Luxury Brands in China

DOI

10.2991/aebmr.k.220405.167How to use a DOI?

Keywords

COVID-19; Digital transformation; Luxury brand; Consumption pattern; Retailing industry

Abstract

In 2019, the COVID-19 had a significant impact on global business. In this challenging period, many companies around the world support the technological transformation to improve their business. In the major social and public health events of COVID-19 disease, the role of Chinese enterprises has returned to normal and reconfigured in a lasting and influential way, and the “socialization” role played by enterprises is more obvious. In this regard, another major change in society is the change in social and economic structure. In addition, due to the influence of the COVID-19, more and more people like online shopping rather than physical stores. This paper studies Chinese luxury brands in this period, combines luxury brands with digital opportunities under this background, and finds that digital transformation has brought huge marketing opportunities. The research data are mainly from network data and Google academic research, and the data analysis method is used to study the relevant data. This study discusses the digital transformation process of luxury brands in the world and China, and points out that the digitization of luxury goods reflects the consumption patterns and ways of many Chinese consumers, so that brands can effectively Contact consumers. This model also brings some threats and challenges.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Xiuting Liu
PY  - 2022
DA  - 2022/04/29
TI  - Research on the Digital Transformation of Luxury Brands in China
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 999
EP  - 1003
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.167
DO  - 10.2991/aebmr.k.220405.167
ID  - Liu2022
ER  -