UNCOVERING THE HOW OF BRAND VALUE CREATION DURING 11.11 2023 ON TMALL
11.11 is often used as a barometer for consumption in China. While the consensus is that revenue growth for luxury brands during the festival slowed down, some brands still performed strongly. This analysis seeks to uncover the key levers for luxury brands to drive revenue growth during 11.11, and to evaluate the sustainability of this growth. Now more than ever before, luxury brands in China must carefully balance short-term growth with the long-term optimization of brand value.