Sephora uses its digital, social media ecosystem in China to educate Chinese consumers about its variety of beauty products and brands. Sephora encourages a relatively inexperienced Chinese population to try out its cosmetic products by offering educational tutorials, giveaways, and sales promotions on a number of different media channels.
Sephora provides beauty and fashion tutorials to educate netizens and encourage product purchase
Sephora’s strong emphasis on customer relations and customer education can be seen through its variety of live chat customer support systems, online and offline engagement activities, and its video make-up tutorials. In this report, you’ll discover how Sephora maximizes its major social networks in China including its brand website, JD.com ecommerce platform, Weibo, WeChat, Mobile apps, and its KOL influencers to educate and familiarize Chinese consumers with their cosmetic products, increasing the likelihood of purchase and repeat business.
What You’ll Learn
Brand Website: Discover how Sephora uses its brand website as a media and informational hub to maintain Chinese customer communication and education.
Weibo: We’ll show you how Sephora tantalizes its Chinese audiences with personal health survey quizzes, giveaway engagement campaigns, UGC repost content, and celebrity endorsement. You’ll also see how Sephora facilitates and encourages online product purchase by offering direct links from its Weibo account to its online purchase page.
WeChat: Discover the differences between Sephora’s Weibo and WeChat accounts, and how Sephora engages its WeChat users with free giveaway engagement activities and promotional product sales. We’ll also walk you through Sephora’s WeChat customer relations process which includes product information, membership loyalty rewards and direct purchase links.
Mobile App: Sephora operates an efficient and easy-to-use mobile app that allows users to buy its products on the go. We’ll walk you through their mobile app purchase process step by step and show you which methods work best for Chinese mobile shoppers.
Key Opinion Leaders: Sephora works with a number of direct and retweet KOL influencers with a focus on beauty and fashion. We’ll show you which influencers had the greatest impact on user engagement and why.
Air France’s China digital, social media ecosystem works to amplify its key messages of travel and leisure, encouraging Chinese netizens to travel abroad with their user-friendly brand website and their glossy destination highlights posted on their Weibo and WeChat accounts. Air France’s commitment to customer satisfaction, new and innovative mobile apps, and engaging culture-oriented image and video content facilitate a new generation of Chinese looking to travel abroad.
Air France uses China’s most popular social platforms, both past and present
In this report, you’ll discover how Air France maximizes its major social networks in China including its brand website, Weibo, WeChat, Youku, Mobile apps, and its KOL influencers to spread awareness and influence Chinese consumer perception and behavior.
What You’ll Learn
Brand Website: Discover how Air France uses its brand website to facilitate ticket purchase and amplify its brand messages to its Chinese-speaking audience.
Weibo: We’ll show you how Air France popularizes international travel by using destination highlights to captivate its Chinese audience. You’ll also see how Air France interacts with its users by offering travel tips, product and service surveys, and offering ticket giveaways for those participating in its engagement competitions.
WeChat: Discover the differences between Air France’s Weibo and WeChat accounts, and how Air France uses WeChat to distribute and disseminate its promotional content for ticket sales and discounts. We’ll also show you how Air France’s live-chat customer service on WeChat as well as its full service map assist users while they are on the go.
Youku: Air France holds the majority of its video content on Youku. We’ll show you which videos were successful in producing the most amount of engagement and why.
Key Opinion Leaders: Air France works with a number of direct and retweet KOLs which include influencers with travel and lifestyle focus and KOL aggregators that collect and repackage information for Chinese audiences. We’ll show you which KOLs were the most successful in contributing to Air France’s overall engagement and why.
Longines’ China digital, social media ecosystem is designed to amplify their key messages of elegance and luxury through their many events, sports sponsorships and collaborations with brand ambassadors and key opinion leaders. The high quality of the brand’s content helps attract a better targeted audience than its nearest competitors.
Longines posts a variety of content on their WeChat to build increasing interactions with their netizen followers
You’ll discover how the brand builds an innovative influencer campaign leading up to Basel World and how the campaign is supported and amplified through China’s major social networks: Weibo, WeChat and Youku.
What You’ll Learn
Brand Website: Discover how Longines integrates regional celebrities into its products to achieve greater relevance with its followers. The brand website also serves as a content hub from which content is localized and distributed to Weibo and WeChat.
Weibo: We’ll show you how Longines categorizes its content, which category is the most engaging, along with relevant samples. You’ll also see how Longines uses Weibo to support its messaging and campaigns happening locally or across other channels.
WeChat: Discover the differences between Longines Weibo and WeChat content, and how Longines WeChat content is able to achieve 300%+ engagement than similar content on Weibo. We’ll also show you Longines WeChat campaign promotion posts as well as its Basel World WeChat minisite.
Youku: Longines uses Youku to house all its campaign videos. We’ll show you which videos and how they were later used in an innovative campaign integrating top Chinese influencers to support a global event.
Key Opinion Leaders: Longines works with celebrities, fashion, influencers, watch influencers and other popular KOLs in complementary industries. We’ll show you which ones and what contribution they made to Longines overall engagement.
Since entering China in 1992, Cartier has embarked on a slow and steady expansion that culminated in the opening of their first standalone flagship store in Chengdu, and their 36th mainland retail outlet, in early 2015.
Cartier bridal app helps netizens to select wedding products
With 168 years of history, Cartier is well positioned to maintain a premium brand position in China with a cultural heritage intertwined with royalty and celebrity, and a tradition of craftsmanship that can be traced from iconic products to contemporary offerings.
In contrast to parallel global platforms, Cartier does not offer ecommerce through any brand or third-party channels in China. The brand focuses on connecting interested consumers to brand specialists via phone, email, and chat while also driving visits to brand boutiques. Weibo and WeChat are used to create awareness for new and classic product lines while frequent campaigns focus on brand-building through videos, custom campaign microsites and apps, as well as offline events and China celebrity ambassadors.
What You’ll Learn
The Cartier Digital Report will show you how one of the world’s most prominent luxury brands leverages social media to educate Chinese consumers on brand heritage and craftsmanship and create demand for accessible product offerings.
Brand Website: We’ll show you how Cartier has localized their global website experience for Chinese audiences who do not have access to brand ecommerce.
Brand Mobile Apps: You’ll learn how the brand has launched specialized apps to capture bridal consumers with mobile-optimized product experiences that promote O2O traffic.
Weibo: We’ll analyze how Cartier’s Weibo strategy supports new products and campaign initiatives through buzz-building and custom apps.
WeChat: You’ll see how Cartier’s WeChat service account supports broader initiatives while providing 1-to-1 service through live chat support.
Youku: Brand microfilms are a huge component of Cartier’s digital marketing strategy, and we’ll show you how Youku serves as a distribution hub.
Baidu Search: We’ll show you how Cartier is doing in terms of search interest on Baidu, and see what other terms users are looking for with the brand.
Key Opinion Leaders: We’ll analyze Cartier’s celebrity brand ambassadors as well as the fashion influencers that are promoting discussion online.
Having only officially entered China in 2012 with their first flagship store in Beijing, Forever 21 is quickly gaining ground on fast-fashion rivals H&M and Uniqlo opening ten additional locations on the mainland by 2015. But the brand has been even more aggressive with ecommerce, opening a flagship store on Tmall and launching its own online shopping platform in 2011.
Forever 21 encourages user generated content to build affinity with netizens
Leveraging a unique LA heritage and almost daily product updates, Forever 21 has expertly used social media to connect with a new generation of expressive and empowered consumers.
Similar to their brand channels in the West, Forever 21 has built a China digital ecosystem around a streamlined brand ecommerce platform. Social media channels like Weibo and WeChat create demand for frequently released products and boost conversion through promotion of frequent sales and discounts. At the same time Forever 21 communicates an independent and youthful brand story through its unique LA heritage, and eschews mainstream celebrities and KOLs to keep the focus on authentic, everyday shoppers.
What You’ll Learn
The Forever 21 Digital Report will show you how one of the world’s top fast fashion brands entered the China market with a digital-first strategy that puts ecommerce ahead of retail by inspiring consumers to shop online.
Brand Website: You’ll learn how Forever 21 has built a streamlined ecommerce hub that inspires visitors to shop current fashion trends and quickly explore thousands of constantly updated products.
Tmall: We’ll take a closer look at Forever 21’s official Tmall flagship shop, and how they’ve adapted their ecommerce blueprint for China’s largest B2C platform.
JD.com: Forever 21 has joined the ranks of early-adopters who have opened official stores on JD.com, and we’ll see how this channel fits into their digital plans.
Weibo: We’ll break down Forever 21’s Weibo strategy, and show you how the brand balances daily product releases with meaningful brand building.
WeChat: We’ll look at how WeChat supports mobile commerce and retail while providing real-time customer service.
Online Video: See how Forever 21 integrates with Sohu.com to meet their online video needs.
Baidu Search: We’ll analyze user data from China’s leading search engine and provide some insight to how Forever 21 stacks up against its fast fashion competitors.
Key Opinion Leaders: You’ll learn how Forever goes against celebrity trends with a grassroots influencer strategy that seeds influential content across smaller fashion-savvy audiences.
Since launching in 2008, Airbnb’s peer-to-peer travel marketplace has disrupted traditional hotel and lodging industries by offering affordable vacation-rentals that combine local experience with a community of like-minded hosts and travelers.
Airbnb partners with popular travel website Qyer
Already valued at over $20 billion, Airbnb has set its sights on China’s booming outbound tourism market, announcing their arrival with a strategic partnership with Alibaba-backed travel portal Qyer.com in May 2014.
Airbnb has developed a digital strategy that targets China’s emerging generation of independent travelers, who have evolved beyond group tours and seek authentic experiences through custom itineraries off the beaten track. The brand has configured their China digital ecosystem to attract aspirational travel consumers to register and make bookings through the official website and mobile app. Weibo is used to generate brand awareness through signature visual content while WeChat assists in educating consumers on service benefits inspires travel planning. Airbnb has recently launched official channels on Douban and Qyer to reach independent traveler communities and promote creation of influential word-of-mouth content across social media.
What You’ll Learn
The Airbnb Digital Report will show you how one of the world’s most disruptive travel platforms has leveraged inspirational travel content and diverse KOL influencers on social media to drive adoption among China outbound tourists.
Brand Website: We’ll show you how Airbnb has localized their China website to capitalize on mainland travel trends and educate a consumer base that is new to vacation-rentals.
Brand Mobile App: Learn how Airbnb has optimized platform functionality for a mobile app that provides turnkey booking management for travelers and hosts alike.
Weibo: We’ll explore how Airbnb combines high-quality content with well-designed engagements to acquire fans and increase bookings on the website.
WeChat: You’ll learn how Airbnb has launched dedicated WeChat minisites to educate China travelers and inspire travel planning.
Douban: We’ll take a look at how Airbnb is connecting with Douban’s community of independent travelers and digital content creators to boost grassroots adoption.
Qyer: You’ll be one of the first to learn how Airbnb partnered with one of China’s leading outbound travel portals to create real traveler stories, shareable trip plans, and expert guides for their service.
Online Video: We’ll show you where video fits in to Airbnb’s China digital strategy and how audiences are responding to their content.
Key Opinion Leaders: In addition to complete direct and retweet KOL lists, we’ll take an in-depth look at how Airbnb has recruited a diverse roster of lifestyle influencers to spread inspirational travel stories across social media.
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.
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.
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.
Ranked as the second-most searched luxury brand by Baidu for 2014, Louis Vuitton has maintained its premier position in the eyes of Chinese consumers since opening its first mainland store in 1992.
Louis Vuitton WeChat features campaigns, products fashion shows and brand news
But the brand is facing a shifting landscape as logo fatigue has seen Louis Vuitton fall behind Prada in desirability among first-tier luxury consumers while only 12.9% of high-income overseas shoppers purchased LV brand products versus 24.3% in 2014 according to a recent survey.
In contrast to Europe and North America, Louis Vuitton does not offer ecommerce through official brand platforms in China. Online consumer interest is funnelled to retail stores or customer service channels via phone, email, and on-site live chat where consumers can inquire about product availability, ask for fashion advice, or arrange for personalization services. To this degree, the brand’s China platforms serve more for product discovery and brand education while Weibo, Youku, and WeChat support campaign initiatives and seasonal fashion shows with integrated KOL amplification.
What You’ll Learn
The Louis Vuitton Digital Report will give you an inside look at how one of the world’s leading luxury brands has leveraged Weibo, WeChat, and Youku to educate consumers on brand heritage and create buzz for new collections and campaigns.
Brand Website: You’ll learn how Louis Vuitton has adapted their global brand website for China audiences with an emphasis on product browsing and customer service.
Brand Mobile App: We’ll explore Louis Vuitton’s unique PASS app and how it integrates with print ads to expand campaign interactions.
Weibo: We’ll look at the brand’s Weibo account and how a reserved, high-quality content approach has led to high fan engagement.
WeChat: You’ll see how Louis Vuitton uses WeChat to support new collections and China campaigns while providing a 1-to-1 customer touchpoint.
Youku: We’ll show you what types of videos the brand posts on their premium Youku channel and how netizens are responding.
Baidu: You’ll learn how Louis Vuitton has developed their Baidu Brand Zone to capture search interest and how China users are searching for the brand.
Key Opinion Leaders: You’ll learn how Louis Vuitton works with some of the biggest stars in China to amplify campaign buzz while also collaborating with influencers and fashion media to promote new collections.
As one of the leading five-star hotels in the world, Shangri-La has enjoyed success expanding their Asia-centric brand across Europe, the Middle East, and North America.
Shangri-La mobile app allows customers to manage their loyalty points
But with more than 50% of hotel properties in China, Shangri-La is focusing its efforts on harnessing business travel growth inside the mainland while also becoming the brand of choice for outbound tourists through consistent service, luxury hospitality, and attractive loyalty rewards.
Shangri-La uses Weibo as its primary brand-building platform on China social media, educating netizens on their heritage in the region as well as promoting CSR initiatives to build affinity with individual travellers and corporate customers alike. The brand places a strategic emphasis on promoting each mainland property as a unique destination experience – showcasing regional cuisine, culture, and attractions while integrating exclusive offers and promotions that drive booking on the brand website and through a flagship store on Alibaba’s Alitrip travel marketplace. Shangri-La’s mobile strategy revolves around a dedicated brand app that provides mobile-optimized reservations as well as loyalty rewards management, while WeChat is used to create unique mobile engagements for regional brand campaigns.
What You’ll Learn
The Shangri-La Digital Report provides an in-depth analysis of how one of Asia’s premier hospitality brands wins on China social media by balancing brand building with promotion of regional properties on Weibo and WeChat – inspiring trip planning and hotel booking through Shangri-La’s ecommerce channels and online travel agencies (OTA’s).
Brand Website: We’ll show you how Shangri-La has created a unified website experience that educates Chinese netizens on hotel brands, regional properties, and global travel destinations – while also enabling online bookings and loyalty rewards management.
Brand Mobile App: You’ll learn how Shangri-La’s brand app fits into their digital ecosystem, providing a dedicated channel for mobile commerce and CRM.
Weibo: We’ll show you how Shangri-La has built a network of microblog accounts, leveraging the brand Weibo for awareness and education while sending followers to regional property accounts for trip planning and sales promotions.
WeChat: You’ll learn how WeChat supports brand messaging on China social media and how Shangri-La leverages mobile to support regional campaign activities.
Youku: We’ll take a look at how video supports Shangri-La’s digital initiatives and what categories of content are attracting the largest China audiences.
Alitrip: Learn how Shangri-La has opened a flagship store on Alibaba’s new Alitrip online travel marketplace – targeting China audiences with unique offerings that compliment existing brand ecommerce channels.
Key Opinion Leaders: This report includes a complete KOL list and analysis – revealing how Shangri-La works with bloggers and influencers to create inspirational travel content, while partnering with media and aggregator accounts to amplify brand messages across large target audiences.
Since opening their first store in Beijing in 1999, Starbucks is on pace to have 1,500 China locations by the end of 2014, representing the largest market for the brand outside of the United States.
Starbucks China app allows customers to manage their loyalty benefits
Driving their success has been a seamless localization of the global brand experience that balances regional tastes (tea and mooncake) with an aspirational lifestyle that has resonated with consumers through distinctive retail environments.
Starbucks has created a specialized digital brand ecosystem in China with a focus on seasonal product promotions and brand loyalty. Weibo posts create awareness for seasonal product offerings while customer retweets are amplified to foster brand affinity. Instead of integrating with WeChat, Starbucks has chosen to manage brand loyalty and CRM through a downloadable mobile app that provides direct access to consumers as they manage membership rewards.
What You’ll Learn
The Starbucks digital report takes a comprehensive look at the digital and social channels of China’s most popular coffee chain and one of the West’s most successful retail entrants into the mainland market – showing you how the brand has cultivated a passionate fan base while constantly driving traffic to stores through Weibo and WeChat.
Brand Website: You’ll learn how Starbucks uses their website as a hub for coffee knowledge and brand loyalty while also supporting seasonal offerings and new product launches.
Brand Mobile App: We’ll show you how Starbucks has built the brand mobile app to be an indispensable part of the customer experience while also providing a dedicated channel for promotions.
Weibo: We’ll analyze the brand’s Weibo posting strategy to reveal how Starbucks engages with fans on China’s leading microblog.
WeChat: You’ll see how WeChat fits into the brand’s communication strategy, and how far the brand has gone to unlock its mobile potential.
Youku: We’ll reveal Starbucks’ video strategy and which types of content are attracting the most views.
Key Opinion Leaders: We’ll show you how Starbucks deploys a unique KOL strategy that relies on retail partners to generate awareness.