DLG (Digital Luxury Group)

Latest work for Glenfiddich 🥃   Glenfiddich, the world's most awarded single malt Scotch whisky, unveils Grand Château. This 31-year-old prestige release, finished for nine years in rare Bordeaux wine casks, offers unique flavor and depth. This edition was conceived in partnership with international artist André Saraiva, who lent his distinctive style to create unique packaging. As Glenfiddich's longtime strategic partners, we crafted the organic activation for this exceptional release, including the conceptualization, production, and post-production of all content, social media, CRM, and website activations. Watch the campaign come to life: https://lnkd.in/eErdyVnE

🚨 In the US, the Federal Trade Commission is cracking down on fake followers and fake reviews, with severe penalties for offenders. But what about China? What would the impact of such measures be here? 💡 Would KOCs (Key Opinion Consumers) be classified as providing fake reviews? 💡 How would the social fanbase and real engagement of top platforms like RED be affected? 💡 And crucially, how would DTC (Direct-to-Consumer) forecasts for WeChat look if communities suddenly shrank by half? When DLG China started 12 years ago, fake data was already an open secret. While it’s no longer a hot topic, the issue persists - perhaps even more than ever. Some agencies go as far as including fake data services in their contracts, under vague terms like "data management" or "performance management." At DLG, we’ve never faked data - and we’ve even lost business because of that stance. It’s more common than you think: we often find up to 50% inflated performance through fake data when working with new clients. That’s why we now systematically conduct health checks on social fanbases and engagement before entering any partnerships. It’s also a core part of our Digital Acceleration Program, led by Jacques Roizen and Iris Chan (陳淙韵) While we’ve refined our methodology to detect these practices, here are a few simple red flags worth investigating: 🔍 do you have a large WeChat audience, and number and reads per posts but very limited traffic on your WeChat store? 🔍 Do you observe sudden spikes in QR code scans over a short period, without any offline activations? 🔍 Have you checked the reading pattern of your audience to check for weird patterns like peaks of readership at 2 AM or 48 hours after a post has been published? These are just a few tips. If you have questions or need solutions to address this issue, feel free to reach out. #DigitalMarketing #SocialMedia #ChinaMarketing #DLGChina #WeChat #KOL #RED #Market #Growth

DLG (Digital Luxury Group) partnered with Re-Hub to continue analysing the performance of luxury and premium brands across major social media and e-commerce platforms in the latest edition of our “Decoding Luxury Marketing Milestones in China” report series, focusing on the Qixi festival of 2024, often referred to by global brands as Chinese Valentine’s Day.   This year, 78 of the 104 sampled brands rolled out dedicated marketing activities, including digital experiences, exclusive products or collections, and festival campaigns. In this report, we unpack brand strategies on the following topics:   - How to build your presence on RED through milestone marketing activities？ - How to court emerging social platforms？ - How to activate your e-commerce channel during festivals？ - How to elevate your e-commerce experience on a gifting occasion？   Download the full report > https://lnkd.in/dD-5ETvS   Special thanks to the contributions from Mario Juárez, Pablo Mauron, Max Peiro, Thomas Piachaud - 唐骏鹏, Jacques Roizen.

Perspective on the so-called Chinese luxury slowdown and why assessing the Chinese luxury market solely according to brands’ revenue inside China is increasingly misleading: The narrative of a Chinese luxury slowdown does not fully capture the nuanced reality of the market. The broader picture of Chinese consumption is more complex, and frankly encouraging: - During the pandemic, luxury brands celebrated their spectacular performance in China, with revenues essentially doubling between 2019 and 2021. - However, despite the revenue surge inside China, this euphoria masked an underlying decline: Chinese consumers, who had historically purchased two thirds of their luxury expenditures overseas, only repatriated a portion of their expenditures, which led to a 34% decline in 2020 as a result of international travel restrictions. Today, with the resumption of international travel, Chinese consumers are again purchasing a growing proportion of their luxury goods outside China. In fact, according to the Chief Financial Officer of Kering, Armelle Poulou, a third of the spending by Chinese customers took place overseas in the second quarter of 2024. As international travel continues to bounce back to 2019 levels, we expect Chinese luxury purchases outside China to continue to grow and average close to 40% of their total luxury spend this year. This shift is precisely why luxury brands’ revenue in China paint a very incomplete picture of the Chinese luxury market. Ironically, in 2023, when talks about a Chinese luxury market slowdown started emerging, is precisely when the Chinese luxury consumption experienced a 52% surge, its greatest growth in recent memory. The importance of not downplaying the growing appetite for luxury in China his critical: - Some brands may be tempted to hastily downsize their marketing investments in China, if they mistake the current redistribution of Chinese revenue for a slowdown. - Thankfully, leading luxury brands recognize that despite this redistribution, it remains strategically critical to continue investing in the Chinese market, as its consumers are still one of the most promising sources of growth for the luxury industry. At DLG (Digital Luxury Group), we work with luxury brands to help them maximize the ROI of their marketing spend across the Chinese digital ecosystem. To find out more, please reach out to Iris Chan (陳淙韵), Pablo Mauron, or me. #China #Japan #TravelRetail #Luxury #Branding #Growth #Market #DigitalMarketing #LuxuryMarket

DLG announces the appointment of Christiaan de Lint as our new Non-Executive Chairman. With 25 years in private equity and as co-founder of Headway Capital Partners , Christiaan brings invaluable expertise as we embark on our external growth strategy. He will join the board composed of Founder & CEO David Sadigh, Co-Chairman, Marc Berrebi, Managing Director China, and new Board Member Pablo Mauron to advance DLG's ambitious buy-and-build strategy. Christiaan will also be working closely with DLG’s leadership team and Partners, including Iris Chan (陳淙韵), Dino Auciello, Benedicte Soteras, Tina Chen, and Benjamin Dubuc Christiaan de Lint shares: "The luxury industry is undergoing significant transformation. DLG is at the forefront, leveraging integrated marketing capabilities and robust data expertise. This positions DLG as an ideal disruptor." Our evolving strategy aims to: • Establish DLG as the leading SaaS business intelligence company for luxury and lifestyle sectors • Enhance offerings through proprietary SaaS software and strategic acquisitions We anticipate announcing our first SaaS acquisition in the coming months, creating a comprehensive platform to empower luxury brands to tackle industry challenges and optimize performance. David Sadigh adds: "I first met Christiaan in 2011 through the Young Presidents' Organization (YPO), and we spent more than 10 years together as part of the YPO Alpine Chapter. His experience is incredibly valuable and I am thrilled to welcome him as DLG's new Chairman." We extend our heartfelt thanks to Tibere Adler, our former Chairman, who will remain a strategic advisor to the Board, for his valuable contributions to DLG's development.

DLG (Digital Luxury Group) and Re-Hub recently explored the e-commerce and social media performance of 104 brands during this Qixi festival (also known as Chinese Valentine’s Day) on the major online platforms in China. Despite a 14.2% decrease in Tmall revenue among the sampled brands, we observed an impressive 28.4% increase in engagement with all brand-generated content. As Chinese consumers return to global shopping destinations, leading brands haven't ceased to invest in their marketing activations to drive awareness and purchase intent amidst the normalisation of the local market. 📣 Which brand was the talk of the town during Qixi? 🎁 Which category topped during this important gifting season? 📈 Who can maintain their momentum on Tmall, the most crucial online marketplace? Want to know more about how luxury and premium brands performed in this shopping event? Stay tuned for the full release of the all-new "Decoding Luxury Marketing Milestones in China: Qixi" report.

DLG (Digital Luxury Group) and Re-Hub recently explored the e-commerce and social media performance of 104 brands during this Qixi festival (also known as Chinese Valentine’s Day) on the major online platforms in China. Despite a 14.2% decrease in Tmall revenue among the sampled brands, we observed an impressive 28.4% increase in engagement with all brand-generated content. As Chinese consumers return to global shopping destinations, leading brands haven't ceased to invest in their marketing activations to drive awareness and purchase intent amidst the normalisation of the local market. 📣 Which brand was the talk of the town during Qixi? 🎁 Which category topped during this important gifting season? 📈 Who can maintain their momentum on Tmall, the most crucial online marketplace? Want to know more about how luxury and premium brands performed in this shopping event? Stay tuned for the full release of the all-new "Decoding Luxury Marketing Milestones in China: Qixi" report.

Thanks for the invitation to "The China Show" on Bloomberg Television. In this segment, DLG (Digital Luxury Group)'s Managing Director, China Consulting, Jacques Roizen, speaks with Daniel Zipser, Annabelle Droulers, and Yvonne Man about the latest dynamics of Chinese luxury consumers. Jacques noted: "The Chinese luxury market is far more than the performance of luxury brands in China."

📃 New Report: DLG perspectives from China 1H2024 update   This report explores the recent updates in China's luxury market for the first half of 2024. It also delves into three major opportunities — E-commerce, CRM, and Chinese travellers — that brands can leverage to succeed amidst shifts in this market.   While most luxury companies have reported results below expectations in the Chinese market for the past quarter, we've observed a strong return of Chinese consumers, particularly the affluent ones, to the global market for luxury purchases. At DLG (Digital Luxury Group), we believe that despite the slowdown in the local market, Chinese consumers remain one of the most promising sources of growth, especially outside of China.   📥 Download the full report > https://lnkd.in/gWiZU7Gq Thanks to the contributions from Jacques Roizen, Pablo Mauron, and Mario Juárez.

DLG is delighted to announce the promotion of Benjamin Dubuc as Partner and Innovation Director, effective July 1, 2024. Since joining in 2019, Benjamin's impact as former Head of Search & Performance Media, combined with his people management skills and growth mindset, has successfully driven the Performance Media team and clients, contributing greatly to the development of the Geneva office. New Technolgy & SaaS ambition David Sadigh, Founder and CEO, states: "DLG's ambition is to build the leading SaaS business intelligence company for the luxury and lifestyle industries. Positioned at the forefront of Marketing Services and Data/AI, we have begun transitioning from a pure service business with over 40 clients under retainer to a SaaS-oriented product business model." Benjamin will play a key role in this newly created DLG entity. His responsibilities will include: • Identifying emerging customer needs in the luxury sector • Developing strategic MarTech product roadmaps • Leading the creation of intelligence tools for the luxury industry • Ensuring market-fit solutions through targeted marketing efforts Benjamin is now joining the DLG Partners team alongside Pablo Mauron, Iris Chan (陳淙韵), Dino Auciello, Benedicte Soteras, and Tina Chen, while taking on new responsibilities as Innovation Director. “Benjamin Dubuc adds: "I'm honored by the trust DLG has placed in me with this new Partner status. I am also thrilled to develop data-driven solutions that will help address key challenges faced by luxury brands today, enabling them to navigate the industry with greater efficiency."