2025年第一季度COMPASS指数

Bridging the gap between Marketing andeCommerce performance Powered by Re-Hub and DLG Navigating the Divide: Positioning for Leadership Amid Uncertainty Q1 2025 reinforced a critical reality for luxury brands in China: consumer confidence remains fragile, and growth isincreasingly selective. Brands can no longer rely on legacy equity or generic playbooks—performance now hingeson precision, agility, and deep local relevance. Ecommerce remained under pressure, while social platforms continued to evolve.RedNotehas emerged as the keychannel for brand visibility, driven by rising investment in content—even as user-generated activity on the platformshows potential signs of fatigue. Meanwhile, consumer-driven activity on Douyin and Weibo accelerated—driven bycelebrity moments—further blurring the line between influence and noise. Navigating this shifting landscaperequires sharper platform strategies and a more adaptive content approach. Adding to the complexity, the latest wave of protectionist tariffs initiated by the U.S. are introducing freshmacroeconomic uncertainty. While the direct impact on luxury goods remains to be seen, the broader climate risksweighing further on already cautious consumer sentiment—complicating planning for brands banking on a second-half recovery. Max PeiroCEORe-Hub In this environment, the focus shifted from growth to securing market share. The recovery will not lift all brandsequally—it will reward those that have positioned themselves strategically. As market polarization intensifies, now isthe time to act decisively, optimize for impact, and ensure your brand is set to lead when momentum returns. 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 onRedNote’s brand accountssurged significantly in Q1, while Weiboand WeChat saw declines, and Douyin stabilised UGC: Brands mentions on Douyin and Weibo showed considerable growth, whileRedNoteexperienced a decline in Q1 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. Strong Social Push by Local Ambassadors Driving Brand Events Across All Fronts 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 Key Facts and Figures–RTWcontinue to grow while all other categories are dropping 21% of brands managed to grow by over 10% highlighting the polarization of brandsperformance With 102 different flagship stores tracked for the 2024 to 2025 Q1, we saw that 61% of stores encountered a decline in revenuesofmore than 10%. Other brands were able to maintain their performance with revenue growth rates between-10 / +10 %. Only 21%of stores saw increases of more than 10%. 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. 11202161718Q4‘24Q1‘25 Capitalizing on New Variations of Signature Collections 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 Q12025Fashion & Leather Goods Brands CONTA