From the perspective of the two key customer groups,the heavy customer group is the basic market for luxury brands,which not only has the characteristics of high repeat purchases and high loyalty,but also is an important pillar of brand business;The mild/moderate customer base of the post-90s generation is the main consumer force for luxury brands in the future,which can be said to be the potential for brand business growth.

     Simply put,the mild/moderate post-90s customer base is more in need of brand links and interactive innovation,while the heavy customer base is more in need of brand experience and services.For luxury brands,digital exploration in China is a path full of opportunities and challenges.Nowadays,many brands have made a lot of attempts and practices in digitalization.Below,we will conduct a detailed analysis of the two major customer groups.

      From the perspective of consumption decision-making path,the mild/moderate customer base of the post-90s generation is more susceptible to the recommendation influence of social relationships such as family and friends,thus forming a purchasing demand.Especially for mild/moderate users,they have not yet formed a strong preference for a specific brand,and overall they still belong to the stage of brand self adaptation attempts,so the impact of social advice is easily amplified.

      In addition,the mild/moderate customer base of the post-90s generation is more focused on brand creative interactive content at the marketing level,and also places greater emphasis on the convenience of online purchases in consumption channels.Therefore,this customer group generally presents three major characteristics:socialized decision-making,pursuit of creative content,and emphasis on online purchasing.Brands also need to adapt to these three characteristics in marketing-on the one hand,efficiently utilize social contacts to penetrate user minds,while also sticking user attention through innovative interactive content,and on the other hand,deeply cultivate online channels to quickly transform and release consumer demand.

      Taking Tencent Ecology as an example,innovative advertising forms such as social contact points such as Moments ads,Soyiso brand zones,and WeChat red envelopes can help luxury brands achieve effective user connections and penetrate into target customer groups that traditional marketing channels cannot penetrate,bringing in incremental customer groups.For example,during this year's Spring Festival promotion,GUCCI teamed up with Doraemon and attracted users'deep participation and stimulated their social sharing through various forms such as twist card advertisements,brand blessings,Doraemon wallpapers,and limited red envelope covers,promoting the brand's social outreach.

      In addition to the WeChat social platform,brands can also achieve more content interactive innovation through Tencent's various ecological resources.For example,MICHAEL KORS had a deep cooperation with QQ Music on the 40th anniversary of the brand's establishment,covering over 3 million music fans through the"CLUB KORS Music World Night"fashion music party.In addition,luxury brands can also expand the circle of young customers through diversified marketing mix such as games,virtual idols,e-sports,anime,and win the favor of young users.

     With the establishment of a large number of official mini programs for luxury brands,brands can also explore various links such as adding followers after direct purchase,direct purchase conversion+user precipitation,etc.,so that the initial traffic coverage can be transformed into long-term operation of relationship precipitation.Not only can it efficiently achieve product sales,but it can also bring long-term and stable increment to the brand in subsequent long-term operations.Currently,LV alone has