What China’s Big Celebrity Crackdown Means For Luxury – A Jing Daily Report
In its latest Insight Series report, Jing Daily explores one of the challenges facing major brands engaged in the China market: the government crackdown on celebrities and fan culture.
In its latest Insight Series report (available via the link below), The Moodie Davitt Report content partner Jing Daily explores a big challenge facing major brands engaged in the China market: the intensifying government crackdown on celebrities and fan culture. Among the key questions covered by this report are:
- What spurred China’s current crackdown on celebrities and fan culture?
- What effect might the spate of recent high-profile “cancellations” of stars have on luxury marketing in China in 2022?
- What are the long-term implications of the celebrity crackdown for global luxury brands and retailers?
- What options do luxury brands have apart from working with celebrities in China?
- Could the celebrity crackdown ultimately be a net positive for luxury brands in China?
Over the course of 2021, numerous brands have found themselves embroiled in a contentious new era in China, reports Jing Daily. For luxury and fashion brands that now see China as crucial to their post-COVID recovery, 2021 has been a particularly challenging year, as government regulators turned their attention from tech and business towards cracking down on China’s flourishing celebrity culture and enthusiastic fan economy. In recent years, Chinese celebrities have become tremendously influential thanks to the rise of domestic social media and content platforms such as Weibo, Douyin (TikTok’s Chinese counterpart), and Bilibili. Chinese government regulators were bound to step in at some point. As a result, China’s vibrant and sometimes unruly fan culture, coupled with a spate of celebrity scandals, have provided Beijing with an opportunity to take a more forceful approach than in years past. Since spring 2021, government regulators have intensified their crackdown on celebrities deemed controversial, as well as fan clubs and celebrity agencies, culminating in a ban on all celebrity ranking lists on social media and multiple celebrity scandals that saw actress Zheng Shuang hit with a US$46 million fine for tax evasion and other performers detained or forced to apologise for activities deemed controversial by authorities.
‘What China’s Big Celebrity Crackdown Means For Luxury’, the latest in Jing Daily’s Insight Report series, turns to the ongoing crackdown on celebrities and fan economy in China, addressing the question marks that remain as brands weigh the long-term impact on how they approach the China market. “The speed and scope of Beijing’s crackdown on domestic celebrities, whom authorities tacitly encouraged for years to promote mainland China’s domestic entertainment industry, took many brands by surprise,” said Avery Booker, co-author of the report. Booker added, “The question for brands looking ahead to 2022 is how to navigate the increasingly difficult regulatory landscape and create a marketing plan for the year ahead that minimizes potential scandal, fines, and general headaches.” Brands and companies covered in the report include: Bvlgari, Burberry, Cartier, Dior, Gucci, Harrods, Loewe, Louis Vuitton, Mytheresa, Prada, Valentino and Ermenegildo Zegna. The Jing Daily Insight Series offers brief and timely reports that highlight key revenue-generating trends for luxury brands, focusing primarily on China’s rapidly evolving market and the implications for the global consumer landscape.
The Moodie Davitt eZine Issue 303 | 17 November 2021
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