How the Luxury Brand Dior is Leveraging the Power of Bilibili in China

Dior, the French international luxury fashion house, has always been at the forefront of innovation and adaptation. With a rich history dating back to 1946, Dior has maintained its prestigious status in the fashion world. They are continually exploring new avenues to connect with their audience. For Dior, Bilibili in China was one key.

In recent years, the luxury brand has been leveraging the power of Bilibili, a leading video platform similar to YouTube in China, to establish a stronger presence among the younger generation.

How the luxury brand turned the Chinese video platform into a marketing tool?

Why is it among the only brands to do so?

Bilibili and the Rise of Gen Z Engagement

Bilibili, a platform known for its Professional User Generated Content (PUGC), has become a hub for Chinese content creators and consumers alike. With 326 million monthly active users in the last quarter of 2022, the platform has managed to capture the attention of 70% of Gen Z users living in first and second-tier cities in China. As a result, brands like Dior are turning to Bilibili to make their mark on this growing demographic.

Dior’s 6.5 Million Views on Bilibili in China

Since creating its official account on Bilibili in June 2020, Dior has posted 949 videos, garnering 34,000 fans, 6.5 million views, and 386,000 likes. Though the interaction may seem modest, the luxury brand has managed to showcase its products millions of times to China’s younger generation.

Not only has Dior created its content on the platform, but it has also benefited from Bilibili’s unique user-generated content. Numerous video posters, known as UPs, have talked about Dior, driving even more engagement for the brand. One particularly successful video, titled “11年的Dior真是绝了，随便一件都能封神! (Overview),” discussed Dior’s designs from 11 years ago and received over 5.63 million views.

Discover the Top 4 PUGC content creators on Bilibili in 2023

Leveraging Bilibili’s Unique Selling Points

Bilibili’s massive user base and focus on PUGC provide an ideal environment for luxury brands like Dior to showcase their products and engage with their target audience. As a platform that encourages user interaction and content sharing, Bilibili offers Dior ample opportunities to increase its brand visibility and attract new fans.

Dior’s Future in the Chinese Digital Landscape

As Dior continues to leverage the power of Bilibili in China, its digital strategy is likely to evolve to meet the ever-changing demands of its audience. With the recent appointment of Delphine Arnault as the CEO of Christian Dior Couture in 2023, the company is poised to push the boundaries of innovation even further.

Time for You to Take Action

As Dior’s presence on Bilibili in China continues to grow, it’s time for you to share your thoughts. Do you think Dior’s strategy on Bilibili is a winning one? How can other luxury brands learn from Dior’s approach to engaging with their target audiences on similar platforms? Join the conversation by leaving a comment or sharing this article.

Find Your Best Partner in China

If you’re looking for expert guidance on marketing in China, ECHO has over 5 years of experience and is here to help. Based in Paris and Shenzhen, we have cooperated with hundreds of brands and are ready to assist you in navigating the Chinese market in the coming year.

Don’t hesitate to reach out for a first consultation on your project in China.

And, together, we can make your brand shine in the ever-evolving digital landscape.