指南针指数2025年第二季度：弥合营销与电子商务绩效之间的差距

From Visibility to Impact: Why Now Is the Time to ActChina’s luxury market shows early signs of stabilization, and the race for leadership is accelerating. Brands can nolonger afford passive optimism-this is a moment for decisive action. Growth will not return equally: those who winnow are recalibrating strategies, tightening portfolio discipline, and converting brand equity into measurablebusiness outcomes.Q2 2025 made one thing clear: visibility alone is no longer a competitive advantage. The gap between marketingengagement and commercial conversion is widening. Brands must stop looking at awareness and sales in isolation,as performance today demands integrated measurement and faster, smarter execution.The Compass Index gives brands the clarity to act. By benchmarking both marketing and eCommerce impactacross over 150 luxury and premium brands, it reveals not just who is winning attention, but who is turning it intorevenue. In this environment, knowing where you stand versus competitors isn’t optional, it’s imperative. Max PeiroCEORe-Hub The insights from this report are generated using COMPASS: a multi-platform tool thatautomates insights across the China digital landscape for over 150 luxury/premium brandsBENCHMARK YOURPERFORMANCEagainst your competitors across channelsIDENTIFYPERFORMANCE GAPSand opportunties to prioritizeGENERATE NEWGROWTHOPPORTUNITIESat speedGain clarity on your brand’s digital performance versus competitors. Compare followergrowth, brand content effectiveness, and user-generated content to identify whatworked, what didn’t, and how to refine your strategyMarketingUnlock comprehensive eCommerce insights to drive growth. Assess revenueperformance at the brand and category levels, identify top-performing products, andanalyse the impact of key commercial milestoneseCommerceBenchmark your merchandising and pricing strategies against competitors, evaluate keyrevenue drivers such as discounts and promotions, and analyse the performance of newproduct launchesMerchandisingCOMPASS How we can help1. MARKETINGIMPACTYOUR BRANDAssess the successof your activationsand the directimpact into yourecommercerevenuesCOMPETITIONMeasure therelative impact ofyour activations vscompetitors,optimize yourinfluencer strategyand learn from bestpractices 1 .C O M P A S S I n d e x–M a r k e t i n g2 .C O M P A S S I n d e x–e C o m m e r c e3 .C O M P A S S I n d e x-C o m b i n e d Weibo–BGC Engagements (YoY by Quarter, Q3’23–Q2 ’25)WeChat–BGC Engagements(YoY by Quarter, Q3’23–Q2’25)Douyin–BGC Engagements(YoY by Quarter, Q3’23–Q2’25)RedNote–BGC Engagements(YoY by Quarter, Q3’23–Q2’25)BGC: Engagements on Weibo, WeChat, Douyin saw significant declines, growth onRedNoterationalized in this quarter-40.8%-29.1%-51.2%-28.1%-11.3%-13.4%-15.1%-3.3%-33.1%5.2%12.4%68.0%9.2%85.9%Top 5EngagementTop 5EngagementTop 5EngagementTop 5Engagement-50,000,000100,000,000150,000,000200,000,000250,000,000Q3Q4Q1Q2-10,000,00020,000,00030,000,00040,000,000Q3Q4Q1Q2-29.8%-2,000,0004,000,0006,000,0008,000,000Q3Q4Q1Q2-5,000,00010,000,00015,000,000Q3Q4Q1Q2-25.1%one platform). Q2 2025 data range: April 1–June 30, 2025. Weibo–UGC Posts(YoY by Quarter, Q3’23–Q2’25)WeChat–UGC Posts (YoY by Quarter, Q3’23–Q2’25)Douyin–UGC Posts (YoY by Quarter, Q3’23–Q2’25)RedNote–UGC Posts (YoY by Quarter, Q3’23–Q2’25)-47.9%-3.4%-15.3%21.8%14.5%25.9%12.2%-24.4%22.1%-0.7%-22.3%Top 5 UGCTop 5 UGCTop 5 UGCTop 5 UGC-200,000,000400,000,000600,000,000800,000,000Q3Q4Q1Q2-1,000,0002,000,0003,000,000Q3Q4Q1Q211.3%-2,000,0004,000,0006,000,0008,000,00010,000,000Q3Q4Q1Q2UGC: Brand mentions on Douyin and WeChat continue to grow steadily, whileRedNoteandWeibo experienced sharp drops-2,000,0004,000,0006,000,000Q3Q4Q1Q228.9%19.5%24.6%43.1%April 1–June 30, 2025. COMPASS Index–MarketingMethodologyThe COMPASS Index-Marketing takes metricsacross WeChat,RedNote, Weibo and Douyin forBrand Generated Content Engagement (likes,comments, reports), as well as User GeneratedContent (the number of posts mentioning thebrand and the associated engagement ofThe metrics are calculated on a platform levelthen layered up to a combination of BrandGenerated and User Generated contentperformance to an overall rank.The changes are calculated against theBrand GeneratedContent EngagementRank these posts).previous quarter. 9050801833Q1’25June 30, 2025. 2327312628Q1’25June 30, 2025. <CN TravelerEditorial ShootfeaturingGengxinLin>Engagements:2,4782025.5.21Ma yAmplify Brand Milestones Through Omnichannel ActivationsW19W20Metrics taken as an average between Weibo, WeChat,RedNoteand Douyin. Competitor set is averaged across brands and platforms. Data collected from April 1 to JuneBGC EngagementsUGC Mentions <WF CENTRALStore OpeningFeaturing MaLong>Engagements:52,226<ActorHaonanShen wearingRiviera 10787>Engagements:24,6462025.5.212025.4.18AprilJu n e<Productrecommendations>Engagements:15,0962025.4.11W24W23W15W16W17W18W22W21Note:30, 2025, via COMPASS 1 .C O M P A S S I n d e x–M a r k e t i n g2 .C O