On the Feasibility of Live Commerce for Luxury Brands in China: A Case Study of Louis Vuitton’s First Livestreaming Event on Little Red Book

China, possessing a considerable population of individuals belonging to Generation Z, occupies a prominent position in influencing the worldwide luxury market. According to recent research findings, Generation Z accounts for 25% of China's overall population. The influence of this expanding generational cohort is shaping the future of luxury marketing and consumption patterns, prompting luxury companies to reassess their strategy. The digital environment significantly contributes to this paradigm shift, as evidenced by the fact that digital channels exert a substantial influence on more than 95% of purchase choices in China, irrespective of whether the ultimate transaction takes place online or at a brick-and-mortar establishment. As a result, digital platforms have emerged as the predominant domain in which consumer preferences are established and where brands must either thrive or confront obstacles. This study examines the instance of Louis Vuitton's first livestreaming event on Little Red Book, emphasizing the challenges encountered during the event as an illustration of luxury brand adjustment in the era of digitalization. The difficulties faced by Louis Vuitton highlight the need of adeptly utilizing digital technologies while maneuvering through the intricacies of the Chinese market.