Key Takeaways: In-person events must adapt to the demands of younger Chinese consumers, who increasingly demand immersive and engaging content from luxury brands. Recent events held in Beijing and Shanghai offer successful on-and-offline marketing blueprints for the year ahead. Today, it is critical for luxury brands to effectively incorporate both on- and offline touchpoints at physical events. Over the course of the nearly two-year-long COVID pandemic, virtually any digital holdouts in the luxury industry have cast aside suspicion towards e-commerce and digital marketing, particularly in China. Today, Tmall Luxury Pavilion — the Chinese e-commerce giant’s luxury-centric portal — claims to...