Uniqlo: Digital Ecosystem Review

Uniqlo, the global fast-fashion retailing giant, opened its first store in China in 2002 and now boasts 340 stores across 70 cities throughout the mainland. For the 2014 fiscal year, the brand generated over RMB 12 billion in sales for Greater China.

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Uniqlo works with Nice to create an engaging game of mix-and-match styles

But this was not limited to retail as the brand’s ecommerce prowess helped it rank as the top Tmall flagship store by sales volume for men’s clothing in October of last year.

Digital Highlights

Uniqlo has built an integrated digital ecosystem that drives consumers to the brand’s online and mobile purchasing channels, powered by a strategic partnership with Tmall that leverages the ecommerce giant’s technology and reach through multiple brand channels. Uniqlo has built the largest Weibo following among fast-fashion retailers and relies on major China celebrities to create brand buzz, while collaborating with digital fashion influencers to educate consumers on mix-and-match style. WeChat has been integrated with the brand’s mobile-optimized commerce platform to increase sales and also provides real-time chat support to consumers.

What You’ll Learn

The Uniqlo Digital Report will show you how China’s leading fast-fashion retailer leverages social media to connect with new consumers and create demand for their products through frequent discount promotions at both online and offline channels.

  • Brand Website: Learn how Uniqlo’s brand website provides rich content for new products and special collections while Tmall’s underlying technology powers the ecommerce experience.
  • Tmall: Uniqlo is one of the top brands on Tmall in terms of sales volume, and we’ll take a look at how their flagship store differs from owned ecommerce channels.
  • Brand Mobile App: We’ll show you how Uniqlo’s brand app serves as the hub for fashion inspiration, mobile commerce, and O2O activities.
  • Weibo: You’ll learn how the brand uses Weibo to promote new products and pricing promotions, leveraging a huge fan following to build buzz through incentive engagements.
  • WeChat: We’ll take a look at Uniqlo’s brand account as well as their dedicated service account, to show you how they are connecting with consumers on China’s most popular chat app.
  • Youku: We’ll explore the role video plays in Uniqlo’s China digital strategy, what types of videos are uploaded and what netizens are watching.
  • Legacy: We’ll show you how Uniqlo is supporting official brand channels that were opened on legacy platforms including Kaixin and Renren.
  • Key Opinion Leaders: In addition to a complete KOL list, we’ll show you how Uniqlo partners with China celebrities, digital fashion influencers, and major media and technology partners to amplify brand reach.

Expert Consulting Support

Have a question not covered in the report? Need additional data, or a quick insight to help round out your team’s understanding? Once you’ve purchased any of our reports, our China social media experts will be available to consult and support you and your team in the understanding and eventual application of reported top global brand strategies across China digital and social media.

  • General Clarification: Ask us to clarify or expand on sections of the report.
  • Request More Information: Ask us to get additional data on any part of our reports.
  • Insight & Implications: Ask us to summarize or apply the report’s findings to your brand.

After you become a member, you’ll have immediate email access to ask our experts questions. We’re standing by to ensure you get the most benefit from each report.

Nice App: Hot New, Growing Social Channel

With access to Instagram restricted on the mainland since late 2014, Nice has emerged as one of the most compelling mobile apps for brands to engage with China’s photo-sharing consumers with over 15 million users and 1.2 million photos uploaded daily.*

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Nice works with fashion brands to extend influence both online and offline

Launched in 2013, the Nice mobile app originally began as KK Shopping and was a streetwear-focused mobile commerce platform that was inspired by Swaag in the West. But founder Zhou Shou soon realized that he wanted to build a community among China sneaker collectors first, and began emphasizing photo-tagging as a way of connecting users with shared interests.

Trend Highlights

Nice combines the overall photo-sharing experience of Instagram with in-image tagging functionality that allows users to tag brands, locations, people, and sentiments. This functionality has struck a chord with China social media users as it enhances the ability to “shai” or show off by adding brand identification to photos, emphasizing individual knowledge and style. By cultivating communities around user-generated tags, Nice has created a unique paradigm for social discovery that allows users to connect around brand and product ownership – which creates a compelling tool for marketers.

What You’ll Learn

The Nice China Social Trend Report will take an in-depth look at one of the most popular photo-sharing apps in China and reveal how brands are engaging with its users to boost brand awareness and product demand through image sharing and tagging.

  • China Photo-Sharing Ecosystem: We’ll show you some of the most popular photo-sharing apps in China and how Nice stacks up against them in terms of downloads and tagging activity.
  • Nice User Journey: We’ll go in-depth on all of the features that make Nice unique and help it promote social discovery and community through photo-sharing and tagging.
  • Tag Analysis: You’ll learn which brands and categories are trending on Nice through organic tagging by China consumers.
  • Brands on Nice: We’ll explore how brands are opening official accounts on Nice and how they are creating content to engage with audiences.
  • Campaign Sharing on Nice: You’ll see how some of the most innovative brands are collaborating with Nice to promote content upload and sharing to support their initiatives on Weibo and WeChat.
  • O2O on Nice: We’ll reveal how retailers are leveraging Nice brand-tagging to boost awareness and drive traffic to offline stores.
  • Ecommerce on Nice: You’ll also learn how marketers are integrating ecommerce to create demand for limited edition products and boost conversion on Tmall.
  • Key Opinion Leaders: We’ll analyze how celebrities and KOLs from Weibo and WeChat are building audiences on Nice and optimizing their content for the app.
  • Grassroosts Influencers: We’ll show you how a new generation of influencers are emerging on Nice and attracting engaged audiences through high-quality content and rich tagging.

*Nice internal data, December 2014

Expert Consulting Support

Have a question not covered in the report? Need additional data, or a quick insight to help round out your team’s understanding? Once you’ve purchased any of our reports, our China social media experts will be available to consult and support you and your team in the understanding and eventual application of reported top global brand strategies across China digital and social media.

  • General Clarification: Ask us to clarify or expand on sections of the report.
  • Request More Information: Ask us to get additional data on any part of our reports.
  • Insight & Implications: Ask us to summarize or apply the report’s findings to your brand.

After you become a member, you’ll have immediate email access to ask our experts questions. We’re standing by to ensure you get the most benefit from each report.

Jacob’s Creek: Made True Campaign

Jacob’s Creek’s Made True campaign is part of a global rebranding effort that places the focus on the people, places, and passions that define the Australian brand and its wines.

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Jacob’s Creek launches a minisite supported with China’s top digital key opinion leaders

As the largest red wine consumer in the world, China is a key market for Jacob’s Creek where the brand must educate a relatively young wine-drinking consumer base and differentiate itself from the heritage and traditions of French brands that are already established on the mainland.

Campaign Highlights

Made True’s launch in China builds on the global campaign themes of “Birthed By,” “Shaped By,” and “Inspired By,” to educate consumers on Jacob’s Creek’s unique identity by collaborating with local celebrities and influencers to share their own stories. The campaign emphasized WeChat in its earlier stages, leveraging KOLs including Gogoboi (4.3M followers) to drive photo-sharing through the Moments feed. To launch the campaign, Jacob’s Creek collaborated with popular actor Huang Lei to promote the campaign TVC, before creating a UGC sharing engagement with three leading lifestyle influencers to inspire netizens to share their own Made True stories on social media.

What You’ll Learn

The Jacob’s Creek Made True Social Campaign Report will reveal how one of the world’s leading wine brands worked with China influencers and KOLs to localize a global message and inspire sharing on Weibo and WeChat.

  • WeChat: You’ll learn how Jacob’s Creek teased the campaign on WeChat through a campaign minisite (weizhan) to boost sharing on Moments and increase followers. We’ll also analyze the brand’s use of WeChat KOLs to amplify reach across relevant audience groups.
  • Weibo: We’ll show you how the brand used Weibo to generate campaign buzz through KOL integrations and drive participation for Made True sharing activities.
  • Microsite: See how Jacob’s Creek created a mobile-optimized campaign microsite to host interactive KOL microfilms and provide a tool for users to create and share their own Made True stories.
  • Key Opinion Leaders: In addition to a complete KOL list, we’ll show you how Jacob’s Creek partnered with digital influencers and celebrities across fashion, entertainment, sport, and art to provide a local perspective on the Made True message.
  • Ecommerce: Learn how Jacob’s Creek drives ecommerce traffic through Tmall integration with campaign engagements.
  • Youku: We’ll explore how Jacob’s Creek leveraged campaign TVC’s and celebrity microfilms to educate Chinese consumers on Made True themes.
  • Campaign Timeline & Metrics: This report includes a complete campaign timeline covering teaser, launch and sustain phases as well as success metrics.

Expert Consulting Support

Have a question not covered in the report? Need additional data, or a quick insight to help round out your team’s understanding? Once you’ve purchased any of our reports, our China social media experts will be available to consult and support you and your team in the understanding and eventual application of reported top global brand strategies across China digital and social media.

  • General Clarification: Ask us to clarify or expand on sections of the report.
  • Request More Information: Ask us to get additional data on any part of our reports.
  • Insight & Implications: Ask us to summarize or apply the report’s findings to your brand.

After you become a member, you’ll have immediate email access to ask our experts questions. We’re standing by to ensure you get the most benefit from each report.

BMW: Live Free for Action Campaign

After reporting record sales in China for 2014, BMW along with their “Big 3” counterparts (Audi & Mercedes-Benz) are bracing for a slowdown in sales due to overall economic cooling as well as stricter new car quotas put in place to curtail pollution. With consumers gravitating towards “fresher” brands like Land Rover, BMW must work harder than ever in their digital and offline marketing efforts to make an impact with new model launches in an increasingly crowded market.

Campaign Highlights

To debut the new model X1 in 2014, BMW launched the Live Free For Action campaign – introducing the car to Chinese consumers through a combination of digital initiatives and live campaign events.

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BMW launches campaign microsite around inspirational messaging.

The brand used social media to inspire consumers through a lifestyle message that leveraged independent travel trends (road trips) to drive traffic to brand experience events where they could see the vehicle and interact with sales staff in person.

What You’ll Learn

The BMW Live Free For Action campaign report will show you how the brand uses digital and social channels to support the launch of a new model in China – including customizing social media channels, integrating with offline campaign activities, partnering with KOLs to reach relevant audiences, and launching campaign microsites to promote social sharing.

  • Campaign Microsite: BMW created a microsite for the X1 launch that inspired social sharing while introducing consumers to new vehicle attributes.
  • Weibo: BMW used Sina Weibo as the social hub for the campaign, using KOLs to build buzz and drive fans to campaign activities.
  • WeChat: BMW built a campaign minisite (Weizhan) which leveraged O2O integration to boost traffic to offline campaign events.
  • Key Opinion Leaders: In addition to leading car magazines and automobile aggregators, BMW partnered with category influencers to amplify campaign reach.

Expert Consulting Support

Have a question not covered in the report? Need additional data, or a quick insight to help round out your team’s understanding? Once you’ve purchased any of our reports, our China social media experts will be available to consult and support you and your team in the understanding and eventual application of reported top global brand strategies across China digital and social media.

  • General Clarification: Ask us to clarify or expand on sections of the report.
  • Request More Information: Ask us to get additional data on any part of our reports.
  • Insight & Implications: Ask us to summarize or apply the report’s findings to your brand.

After you become a member, you’ll have immediate email access to ask our experts questions. We’re standing by to ensure you get the most benefit from each report.