School of Business and Management Department of Marketing 215 Department of Marketing Luxury Marketing in China’s Live Streaming Market Supervisor: HELSEN Kristiaan / MARK Student: YU Huixi / ECON Course: UROP1100, Fall As COVID 19 pandemic was hitting the global economy, the luxury industry has suffered great loss. After observing the thriving live-streaming market in China, some luxury brands found it a precious chance for launching their promotion on online platforms. However, the main characteristics of live-streaming seems to confront the positioning of luxury brands. Although the measure could be considered as a temporary strategy to recover profits, we are seeing future possibilities for luxury brands to take entering this new form of business as their long-term strategy. Therefore, the present work aims to analyze reasons which might affect people watching luxury brands’ live-streaming. To do so, a survey was conducted and the results are still in the process of analysis. Luxury Marketing in China’s Live Streaming Market Supervisor: HELSEN Kristiaan / MARK Student: YU Huixi / ECON Course: UROP2100, Spring As the luxury industry has suffered great loss during the COVID-19 pandemic, some of the brands have found it an opportunity to fight back through the Chinese Ecommerce live-streaming. In view of the positioning contrast between luxury brands and live-streaming, it is important to understand the factors that affect people’s willingness to watch luxury live-streaming before developing long-term strategies. To do so, a questionnaire was conducted and the result revealed that the potential audience may have a broad purchasing behavior distribution, and the will was influenced by the information acquiring behaviors and live-streaming utility expectations as well. We suggest that the diverse characteristics and needs of the audience should be the key focus for luxury brands while designing live-streaming.
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