City marketing involves “selling” the unique attributes and offerings of the city to targeted audiences. Much like brands, cities use marketing strategies to draw in talented individuals and visitors and businesses. City marketing encompasses various methods, including the use of a city logo, a slogan, promotional videos, and a dedicated website. In 2023, nine major Chinese cities ranked in the top 100 of best city brands globally, including Shanghai at 54th, Beijing at 58th, Shenzhen at 73rd, and Chongqing at 74th. Brands can enhance connections with local consumers by aligning with city objectives and embracing brand localization through city marketing in China.
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Louis Vuitton x Shanghai: celebrating local culture in style
A pop-up space dedicated to Shanghai’s vibrant life
Lous Vuitton in China demonstrated a commitment to city marketing with its pop-up space in Shanghai operating from October to November 2023. The pop-up store stood out from its surroundings thanks to its vibrant blue façade. It included a mural representing the iconic Shanghai landscape and the phrase “侬好上海” (Nóng Hó Shanghai), meaning “Hello Shanghai” in the local dialect.
Moreover, the pop-up store in China hosted various events celebrating both the brand and the rich cultural tapestry of Shanghai. For instance, it featured traditional Shanghai street food and craft stands during its opening. Subsequent events included discussions on books and lifestyle, architecture tours, screenings of classic made-in-Shanghai films and cartoons, jazz performances, and Shanghainese seminars. All these activities were meticulously curated to spotlight different facets of Shanghai’s vibrant culture.
Louis Vuitton’s digital success: amplifying brand visibility through social media
Louis Vuitton utilized social media to maximize impact. It strategically leveraged its WeChat mini-program to boost the pop-up store’s visibility and simplify the registration process. Additionally, the mini-program not only effectively elevated Louis Vuitton’s brand visibility in the short-term but also laid a foundation for sustained visibility in the long-term. It serves to update users on new products, enabling seamless purchases, and providing access to exclusive sticker packs and wallpapers.
Moreover, Louis Vuitton’s pop-up store encouraged consumers to share their experiences, engage in discussions, and even sparked interest from those who didn’t visit the store. As of February 4th, 2024, the hashtag #LV侬好上海# (#LVnonghaoshanghai) garnered an impressive 620 million views and sparked over 12 million discussions on Weibo. This indicated a significant level of engagement and interest in the hyper-localized initiative of the brand.
Louis Vuitton: unveiling café collaborations and city guides
This was not the first time Louis Vuitton engaged in city marketing in China. The luxury brand released a series of paper-based and digital “City Guides”. These guides cover a range of experiences from luxury hotels to small inns, top-tier restaurants to neighborhood bistros, and antique shops to fashion boutiques. They highlight iconic must-see attractions and hidden gems, providing a comprehensive view of the cities’ offerings. Louis Vuitton has currently launched City Guides for three mainland Chinese cities, namely Beijing, Shanghai, and Chengdu.
To promote their City Guides Louis Vuitton partnered with three cafés in downtown Shanghai in July 2023. These cafés became popular spots, attracting crowds eager to purchase guides priced from RMB 290, enjoy coffee with a branded cup sleeve for RMB 35, and receive exclusive branded tote bags. Xiaohongshu posts indicate that numerous netizens visited all three cafés to collect the different colors of tote bags. Some shared their experiences of waiting in queues for over an hour to enter the stores. The campaign successfully fostered a feeling of exclusivity and belonging among Shanghai consumers. It even generating interest and envy from people from other cities.
Bridging luxury and everyday life: Prada’s pop-up market fosters community connections
In April 2023, Italian luxury brand Prada in China, repurposed Rong Zhai, a historic residence dating back to 1918 in Shanghai, into a weekend market. Selected vendors, encompassing a substantial number of local businesses, presented an array of high-quality offerings. These included organic vegetables, fruits, eggs, vinyl records, books, and ceramic vases.
The outdoor markets extended beyond traditional grocery shopping, nurturing in-person communities—a sought-after experience in the era of China’s digitalization. As digital platforms become more prevalent, these markets provide a space for meaningful social connections and shared appreciation for everyday activities in Shanghai.
Prada had already taken this approach before. In 2021, it redecorated a wet market in Shanghai, blending Prada’s aesthetic with the traditional Chinese vegetable and fruit mart. The initiative’s success stems from the stark contrast of opulence and tradition. Packaging mundane items like vegetables in Prada-branded packaging surprised people, sparking curiosity and online sharing. By transitioning from luxury to everyday life, Prada demonstrates relatability and local integration, becoming part of the city’s fabric.
Beyond luxury: “Citywalk” presents opportunities for businesses in China
The citywalk trend, which emerged in the summer of 2023 in China, involves leisurely strolls and contemplative exploration of urban areas. Since the lifting of the zero-COVID lockdowns in early 2023, citywalks have emerged as one of the most favored lifestyle trends in China. In fact, as of February 4th, 2024, the hashtag #citywalk boasted 848.4 million views on Xiaohongshu. With young, white-collar professionals embracing citywalks, businesses beyond luxury are recognizing the potential it holds.
Swiss brand Freitag hopped on the citywalk trend
In May 2023, Swiss recycled bag label Freitag launched a citywalk from its Shanghai boutique. Despite its modest size, the event resonated with its young middle-class customers who connect with the brand’s environmentally-friendly and outdoor-friendly image and are enthusiastic about citywalks. Many posts with the hashtag #Freitag show citywalkers roaming around their cities wearing a Freitag cross-body bag.
Citywalk: an opportunity for local businesses to shine
The citywalk trend also opens doors for local brands and restaurants to enhance their visibility, exemplified by Xiaohongshu’s successful “100 Stores Exploration Plan” (100家探店计划) and “Foodie marathon” (吃货马拉松). This initiative involves users exploring local stores, sharing related posts on the platform, and tagging them with the event hashtag. After two posts, participants get a chance to redeem a lucky draw at designated stations, adding excitement to the exploration. This gamified approach boosts engagement and exposure, highlighting the significance of modern brand promotion via social media.
How brands take advantage of city marketing in China: key takeaways
- City marketing in China involves cities promoting their unique attributes and draw in targeted audiences. In 2023, nine major Chinese cities secured positions within the top 100 best city brands globally, underscoring the effectiveness of city marketing. Brands have been actively involved in capitalizing on this trend.
- Luxury brands like Louis Vuitton and Prada have effectively implemented city marketing in China. Louis Vuitton’s Shanghai pop-up space held various events celebrating the brand and its connection with the city’s rich cultural tapestry. Prada opened a pop-up weekend market in Shanghai, connecting with the local community by integrating itself into the city’s daily life.
- Moreover, city marketing in China provided an avenue for small and local brands. These brands can create genuine connections with their smaller group of consumers and enhance their visibility through social media.
