1、China Power
随着中国奢侈品市场恢复到两位数的增长，预计到2024年，中国消费者将占到所有奢侈品消费的40%，品牌能否成功取决于能否找到与这个至关重要的消费群体产生共鸣的数字化战略。这一增长推动了大型电子商务的推出和实验，包括微信小程序、品牌官网，第三方电商平台等。这是Gartner L2 Digital IQ Index（数字营销智商）最新发布（2018年7月）的全球奢侈品牌Digital IQ Index榜单及报告。
Gartner L2 Digital IQ index包括专门针对行业的研究，以帮助品牌了解数字化对行业的影响，以及针对品牌相对于竞争对手的表现进行全面、定制的深入研究。深度挖掘品牌特有的优和弱点，并提高数字项目业务影响力。
2、Digital IQ Index
数字化能力与股东价值有着密不可分的关系。这项研究对中国时尚和手表珠宝行业的91个奢侈品牌的数字竞争力进行了基准测试。我们的目标是提供一个强大的工具来诊断数字的优缺点，帮助管理者实现更大的增量投资回报率。
涵盖了超过1250个data points,横跨Site&ECommerce,DigitalMarketing,Social Media,Mobile四个维度，再精确到YouTube,Facebook,Search,MobileSearch,Mobile Innovation&Maps等多个具体数据进行分析，提供可操作的洞察，为战略目标和资本配置提供信息。全面的，个性化的评估一个品牌的数字表现相对于同行和他们所处行业的指数平均值。
3、Ranking2018
Cartier
Digital IQ: 140
Locking in the number one spot in this year’s ranking, Cartier remains high-profile and one of the most mentioned brands across Baidu Index, WeChat Index, and mobile community apps. It aggressively buys mobile display and purchased against 73% of unbranded category terms on Baidu mobile. Additionally, it builds buzz on social media by featuring brand ambassadors such as Xin Zhilei and Lu Han.
Bulgari
Digital IQ: 139
Bulgari boasts highly-engaged social content and a strong follower growth. For example, its Weibo post featuring Kris Wu and its Save the Children charity donation video campaign were both among the top ten Weibo posts and videos. It also embraced a new millennial-focused selfie app, Pitu with branded Bulgari filters.
Louis Vuitton
Digital IQ: 139
Even without a permanent face in China, Louis Vuitton strategically dresses many popular local celebrities and from that, creates content that generates high Weibo engagement. It is the most mentioned brand on fashion community sites and the most visible on unbranded fashion search terms with paid links on Baidu mobile. Finally, it shines on WeChat, linking to commerce, account, live chat customer service, and including seasonal features like Chinese New Year stickers.
Coach
Digital IQ: 137
Coach is stands out as one of the only brands to adopt user reviews on brand.com product pages. Its WeChat commerce features include a gift card mini program and pop-up shop mini programs selling Xu Weizhou and Disney collaboration collections while its average Weibo post engagement increased four times year-over-year.
Gucci
Digital IQ: 135
Gucci garners the highest visibility across fashion category pages on Farfetch and was the top-mentioned brand by KOLs on WeChat and RED. It launched DTC and WeChat commerce and built up multiple Chinese New Year promotions including a WeChat mini program store selling a limited-edition Year of the Dog handbag and a UGC mini program featuring branded stickers for users to personalize photos with a link to a Gucci gift card mini program.
Burberry
Digital IQ: 132
Burberry bounced off China’s hip-hop and streetwear wave with a capsule collection for brand ambassador Kris Wu’s collaboration, featuring his hit song Burberry Made. It also broached the blogger scene by inviting fashion blogger and KOL Becky Li to its fashion show and boutiques.
Montblanc
Digital IQ: 130
Montblanc gained high viewership on its Yizhibo account through its brand ambassador Yang Yang. Additionally, its sophisticated interactive WeChat campaigns includined a VR museum experience and H5 campaign for its Petit Prince collection.
Valentino
Digital IQ: 127
Zhang Yixing’s appearance at Valentino’s streetwear-inspired event was a hit on Weibo. The brand also launched a WeChat Qixi Festival sale for its special-edition Rockstud Spike bag promoted by Xu Weizhou and Fan Bingbing. It topped off its performance with a Candystud collaboration sale with Tmall that included both an offline pop-up and a VR interactive.
Swarovski
Digital IQ: 123
Swarovski sparkles as a WeChat innovator with a group gift-buying mini program and a new brand zone. It embraces e-tailers with its JD.com Toplife launch, helping it make the cut for this year’s top ten for the first time.
Chow Tai Fook
Digital IQ: 121
Tmall online-offline integrated loyalty; one of the few brands with official shop on RED; invests heavily in WeChat mini programs
Michael Kors
Digital IQ: 121
Michael Kors targets millennials with a wide range of growing apps including Douyin, Pitu, and FaceU. The brand’s high-functionality WeChat account is accented with a loyalty program, Chinese New Year red envelopes, and a brand zone highlighting online bag customization.
4、Digital IQ Index Luxury 2018 报告（部分）
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