L2, a think tank on digital innovation, believes that the “success of prestige brands in China is inextricably linked to digital competence.” L2′s third annual Digital IQ Index®: Chinabenchmarks the digital competence of 100 luxury brands in China.
So how are luxury brands performing in the digital space?
Of the 100 brands in the Index, 22 are considered top performers (genius and gifted), 17 are average performers, and 61 are underperformers (challenge and feeble).
The following ten prestige brands rated highest in digital competence as measured by successful multi-channel, digital campaigns; functional sites that cater to local needs; strong social presence and integration across platforms:
1. Estee Lauder
2. Audi
3. Chow Tai Fook
4. Lancome
5. Volvo
6. BMW
6. Buick
8. Land Rover
9. Benefit Cosmetics
10. Burberry
2. Audi
3. Chow Tai Fook
4. Lancome
5. Volvo
6. BMW
6. Buick
8. Land Rover
9. Benefit Cosmetics
10. Burberry
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