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

Bridging the gap between Marketing andeCommerce performance Powered by Re-Hub and DLG From Visibility to Impact: Why Now Is the Time to Act China’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 brands Marketing COMPASS Gain 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 strategy BENCHMARK YOURPERFORMANCEagainst your competitors across channels eCommerce Unlock comprehensive eCommerce insights to drive growth. Assess revenueperformance at the brand and category levels, identify top-performing products, andanalyse the impact of key commercial milestones IDENTIFYPERFORMANCE GAPSand opportunties to prioritize Merchandising GENERATE NEWGROWTHOPPORTUNITIESat speed Benchmark your merchandising and pricing strategies against competitors, evaluate keyrevenue drivers such as discounts and promotions, and analyse the performance of newproduct launches How we can help 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 BGC: Engagements on Weibo, WeChat, Douyin saw significant declines, growth onRedNoterationalized in this quarter UGC: Brand mentions on Douyin and WeChat continue to grow steadily, whileRedNoteandWeibo experienced sharp drops COMPASS Index–MarketingMethodology The 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 ofthese posts). The 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 theprevious quarter. Amplify Brand Milestones Through Omnichannel Activations 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 Ready-to-wear continued to lead with over 10% year-over-year growth. Encouragingly, both Accessories and Jewelryreturned to positive YoY growth in Q2 2025. 64% of brands are maintaining or growing, this shows a positive signal on Tmall COMPASS Index–eCommerceMethodology Our new COMPASS Index-eCommerce enhances theexisting marketing performanceindex by adding a commercialangle. Enabling you to seewhether marketing performance isbeing converted into commercialsuccess. Leveraging multiple differentindicators during the quarter, ithelps to measure not only thesales performance but also thehealth of the performance, withactivities such as largediscounting acting as a negativeinfluence toward the index itself. Leveraging Iconic Products During 618 21171613911Q1’25Q2’25 Winning Over HNWIs With Prestige And Privilege GLOW Index The GLOW Index offers a clear,data-driven view of how newcollections contribute to revenuegrowth across leading luxuryfashion and leather goods brands. By combining the share of newproduct launches with theirrevenue impact, this proprietaryframework enables decision-makers to benchmarkperformance, identify strategicoutliers, and optimize futureassortments. Key Metrics (H1)GLOW Index: 0.7237%of total assortmentwas launchedin 20251/3of Tmall revenue generated bynew releasesKey drivers: 1981 jeans collection & 1996 T-shirt TIMELESS PERFORMERS Key Metrics (H1) GLOW Index: 0.60 60%of total assortmentwas launchedin 2025 36%of Tmall revenue generated bynew releases Strong push on novelties: releasing400+new products per month on average in 2025 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 COMPASS Index-Combined Q2 2025Fashion & L