SHANGHAI — Jeweler Chow Tai Fook, plus American brands Tommy Hilfiger and Coach, have topped think tank L2’s China Digital IQ Index for 2014.
Oscar de la Renta, Sergio Rossi and Emilio Pucci were all in the bottom five of 100 brands rated on their China Web site, e-commerce, social media, mobile and digital marketing presence.
Oscar de la Renta, however, registered the fastest growth among those indexed, up 199 percent in daily searches.
The overall leader in daily searches was Chanel, with 12,745 — more than five times the average. This number was enough to knock Louis Vuitton from the top spot, into second.
Cartier was the only new entry into the top ten, pushing Gucci out. It was one of 13 brands with negative growth in daily searches in 2013.
Despite an overall slowdown in China recently, a robust e-commerce market and an appetite for researching luxury goods to be purchased overseas are making digital strategies more important than ever.