Digital Transformation of Luxury Brand Marketing in the Context of e-Economy

Hongxuan Zhu

2025

Abstract

Under the new situation, China's luxury industry is already facing various problems. Consumerism has waned, and the structure of the consumer base is changing--millennials are entering the luxury market, and e-commerce and digital marketing models are spreading. The development of the luxury industry is in dire need of a revolution. This paper analyzes the necessity and path of digital transformation for luxury brands in the context of the continuous development of the e-economy. This paper argues that with the younger generation of consumers and the online transformation of consumption patterns, luxury brands need to change their traditional concepts and establish a digital marketing mindset. This article suggests that luxury brands should cater to the tastes of new groups in pursuit of individuality, use new technologies such as NFTs, launch co-branded products through live broadcasts, carry out "sinicization" reforms, gradually get rid of the traditional "aristocracy", adapt to the new market environment, and make luxury goods become popular works of art in the future.

Paper Citation

in Harvard Style

Zhu H. (2025). Digital Transformation of Luxury Brand Marketing in the Context of e-Economy. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 212-216. DOI: 10.5220/0014111200004942

in Bibtex Style

@conference{apmm25,
author={Hongxuan Zhu},
title={Digital Transformation of Luxury Brand Marketing in the Context of e-Economy},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={212-216},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014111200004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Digital Transformation of Luxury Brand Marketing in the Context of e-Economy
SN - 978-989-758-791-7
AU - Zhu H.
PY - 2025
SP - 212
EP - 216
DO - 10.5220/0014111200004942
PB - SciTePress