解读2025年中国奢侈品营销里程碑：Qixi

Decoding Luxury Marketing Milestonesin China 2025:Qixi Total: 105 brands User-generatedcontent on RED(UGC) Engagement ofbrand-generatedcontent (BGC) 24%increased 76%declined 72%declined 2025 Qixi Top Rankings: Most Discussed Brands(by Share of Voice) RALPHLAUREN7.8%2SAINTAURENT- 7.2%3COACH5.0%4BVLGARI4.9%5GUCCI4.3% 2025 Qixi Top Rankings:Best Selling Brands(by Tmall revenue) (vs. Qixi in 2024) Note: The percentages shown above indicate the average uplift in daily engagement growth rates of brand-generated content acrossplatform during the Qixi festival in 2024 were excluded. 2025 Qixi Top RankingsEC Performance Uplift(vs. Qixi in 2024) Note: The percentages shown above indicate the uplift in average daily revenue generated on Tmall during Qixi in 2025 (rst - 3st August) vs:2024: Brandswith less than 1 million RMB in Tmall revenue during the Qixi festival in 2024 were excluded. 2025 Qixi Top Rankings:Best Selling Products CoachLaurel Shoulder Bag Van Cleef & Arpels Vintage Alhambra Pendant, 18K Yellow Gold,Carnelian Total # of SKU: 1 Bulgari Divas' Dream 18K Rose Gold PendantNecklace Total # of SKU: 1 Total # of SKU: 3 Note: The ranking is determined by the total revenue generated by the product on Tmall from jst to 3ist August 2025 2025 Qixi Top Rankings:Best Selling Novelties ChopardDimoo of Pop Mart Qixi Special Gift Set Total # of SKU: 3 Nolita Medium Shoulder Bag 3Etro"Unlock Romance" Autographed Gift Set Total # of SKU: 1 4LacosteWomen's AG-LT23 Ultra Tennis Shoes True-Star Sneaker Note: The ranking is determined by the total revenue generated by the product on Tmall from jst to 3ist August 2025. Only products. listed:since: July:2025are included.