Consistently ranked as one of the leading beauty brands in China for digital marketing and social media, Lancôme has developed a mature and specialized brand ecosystem. Brand channels are discreetly used for product education and cultivating customer word of mouth, but are integrated effectively to achieve campaign objectives.
Lancôme provides customer service from its WeChat account.
Content engages by integrating trending topics while consistently exposing followers to product information, while diverse campaigns keep followers aware of new products and upcoming sales promotions.
Lancôme’s digital brand ecosystem is built on high-quality and engaging content that seamlessly blends trending topics and popular celebrities with inspirational and educational messages. The brand has placed an emphasis on customer word of mouth and has created their Rose Beauty platform to leverage premium samples to seed its creation. Brand ecommerce is integrated throughout the consumer journey, and Lancôme partners with a wide array of digital influencers to create expert content on social media and vertical communities.
What You’ll Learn
The Lancôme Digital Report analyzes the complete digital ecosystem of one of China’s most successful beauty brands and shows how Lancôme has used Weibo to educate consumers on product knowledge, promote positive word of mouth through their brand BBS, and set up WeChat to become a hub for CRM.
Brand Website: We’ll show you how the brand website functions as the primary hub for ecommerce with an emphasis on seasonal promotions and product education.
Brand Community BBS: We’ll take a look at how Lancôme has leveraged product sampling to create a platform to activate consumer evangelists and seed word of mouth across China social media.
Weibo: You’ll learn how Lancôme has amassed one of the highest-quality audiences on Weibo with content that resonates with fans.
WeChat: We’ll show you how the brand is making strides on WeChat by integrating brand loyalty, creating mobile-optimized campaign experiences, and boosting sharing.
Youku: We’ll take a look at the videos that are performing best on the brand’s Youku channel.
Baidu: You’ll see how Lancôme prioritizes brand promotions to convert search interest.
Key Opinion Leaders: We’ll reveal how Lancôme partners with KOL influencers, celebrities, and media accounts to amplify awareness for their products.
Coach has been riding the wave of affordable luxury in China, with products priced to meet the demand of a rising middle class consumer.
Coach WeChat account showcases campaigns, sales promotion and content from popular influencers
But with growth in the category curtailed by government restrictions, outbound tourist shopping, and an influx of competitor brands like Michael Kors and Kate Spade – digital and social media has never been more important for the brand to connect with China’s rapidly evolving consumer.
Coach relies on its digital brand ecosystem to build awareness, keep followers current on new product availability, and ultimately drive conversion online and at retail. The brand emphasizes KOL integrations with leading China celebrities and digital fashion influencers to educate and establish credibility, while using product giveaways and retweet contests to generate brand buzz across social media. Coach’s social channels consistently integrate with the brand ecommerce platform, and WeChat has been adeptly deployed for CRM and nascent O2O initiatives.
What You’ll Learn
The Coach Digital Report will provide an in-depth look at Coach’s digital and social channels including Weibo, WeChat, Douban, Youku, and Baidu. This issue also reviews Coach’s owned ecommerce platform and covers the brand’s extensive use of digital influencers and key opinion leaders to reach relevant audiences in China.
Brand Website: Coach’s website is the brand’s ecommerce hub, merging brand heritage and product education while also serving as the digital gateway for customer service and loyalty.
Weibo: Weibo is Coach’s primary platform for brand education and product awareness, with frequent incentive engagements and KOL integrations to generate buzz.
WeChat: Beyond supporting campaign initiatives, Coach is positioning WeChat as a customer service platform as well as the linchpin of their O2O initiatives.
Douban: Like many brands, Coach tailors their message to target Douban’s more niche community of independent users.
Youku: Video is a big part of Coach’s digital marketing strategy as the brand balances global content with locally produced initiatives.
Tuding: Previously touted as one of China’s many answers to Instagram, Coach was one of the first brands to establish a presence on Tuding.
Bomoda: Positioned as a premium community of fashion influencers, Coach was an early brand partner with Bomoda.
Baidu: Coach’s Baidu Brand Zone helps the brand convert search interest from China’s leading search engine.
Key Opinion Leader: Either through direct posts or retweets, Coach relies heavily on China KOLs to boost credibility and extend reach across social media.
Burberry is consistently ranked among the most digitally savvy brands in China, and their investment is paying off as the mainland market is on pace to become the brand’s largest within the next five years.
Burberry was the first luxury brand of its tier to open a Tmall page
By educating consumers on their unique British heritage and iconic products, promoting collaborations with groundbreaking musical acts, and partnering with some of the biggest celebrities in the domestic market – Burberry has been able to remain exclusive while staying relevant to China’s increasingly sophisticated luxury consumers.
Burberry has placed a strategic emphasis on China digital and social media, going beyond simple content localization to unlock the potential of native platforms and craft holistic campaigns that resonate with Chinese consumers. Burberry’s digital innovation partnership with Tencent has lead to some of the most compelling brand interactions on WeChat including personalized content and live event integration. As one of the first luxury brands to open an official Tmall store, Burberry has redefined the role of Alibaba’s B2C juggernaut, while maintaining a brand ecommerce platform and opening digital retail flagships outfitted with full-length touchscreen displays and iPad-equipped online shopping assistants.
What You’ll Learn
The Burberry Digital Report reviews the brand’s entire digital and social ecosystem in China – how it drives ecommerce on its own brand platform and Tmall, its content strategy across Weibo, WeChat, Douban and Youku, as well as the key opinion leaders it partners with to amplify brand messages across China social media. The report is 48 pages long and covers the following:
Brand Website: We’ll show you how the Burberry brand website provides a portal for brand heritage, a real-time content hub for global fashion shows, and a comprehensive ecommerce platform.
Tmall: Burberry is the first major luxury brand to open a flagship store on Tmall. We’ll take a look at how they worked within Alibaba’s B2C marketplace to create a unique brand experience.
Weibo: Weibo is Burberry’s hub for brand storytelling, and you’ll learn how the brand has created a unique balance of global content and love relevancy to attract one of the highest quality audiences on China social media.
WeChat: Having formalized a digital innovation partnership with Tencent in early 2014, Burberry has set the gold standard for how luxury brands should position themselves on the platform. We’ll explore how they’ve mastered platform technologies to create meaningful 1-to-1 relationships with consumers.
Youku: We’ll take a look at how Burberry integrates video in their China digital ecosystem. The types of content they are featuring on their Youku brand channel, and the videos that are generating the most views.
Weishi: We’ll show you how Burberry is staking a claim on the booming short-video platform as one of the first luxury brands to leverage China’s answer to Vine.
Douban: We’ll analyze Burberry’s Douban content and campaign strategy to reveal how they speak to China’s leading community of creative thinkers and artists.
Key Opinion Leaders: We’ll show you how Burberry balances working with some of the biggest stars in China while still promoting their roster of global brand ambassadors to build buzz on social media.
Since launching in the summer of 2010 with the proprietary MIUI OS as their sole product, Xiaomi has utilized a breakthrough digital marketing strategy to disrupt China’s smartphone market – unseating Apple and Samsung to become the best-selling smartphone brand on the mainland with a 30% market share in the third quarter of 2014.
The many social communities of Xiaomi
The brand has toppled rivals with industry leading price performance ratios, a robust software ecosystem, and best-in-class service to create a compelling alternative to premium overseas brands.
At the core of Xiaomi’s success is an innovative ecommerce model driven by weekly flash sales for limited-supply products that create immense buzz on China social media. The brand has created dozens of brand and product accounts on Weibo, WeChat, and Qzone – doing an unprecedented job of optimizing content for each audience while consistently converting consumer interest into ecommerce sales and brand memberships.
What You’ll Learn
The Xiaomi Digital Report will provide an unprecedented analysis of one of the most innovative and digitally savvy brands in China. We’ll show how the brand’s vast digital ecosystem has been configured around a unique online flash-sales platform while also promoting social sharing and positive word of mouth from consumers.
Brand Website: Xiaomi’s website is not only the brand’s ecommerce hub, but also their primary touchpoint for customer service and brand loyalty.
Brand BBS: No brand has been more successful in aggregating a community of brand evangelists, and we’ll show you how Xiaomi rewards and activates them for digital initiatives.
Sina Weibo: Sina Weibo is the social hub for buzz generation for Xiaomi, and you’ll learn how the brand blends incentive engagements, trending topics, and user-generated content to build their audiences.
WeChat: As one of the pioneers in creating sales exclusively for WeChat followers, you’ll learn how the brand has balanced content, commerce and customer service on the mobile platform.
Qzone: We’ll show you how Xiaomi has built the largest brand account on China’s leading social networking site through engaging content and sales promotions.
Youku: We’ll show you how video integrates into Xiaomi’s brand digital ecosystem, as well as the content that netizens are gravitating towards most.
Weishi: Xiaomi was one of the first brands to embrace Tencent’s answer to Vine, and you’ll learn how the brand has used short videos to create viral hits on the platform.
Tmall: We’ll show you how Xiaomi has integrated Tmall with their digital ecosystem, leading to the platform becoming a key sales driver during marquee events such as Single’s Day.
Baidu: Learn how the brand has created brand pages on platforms like Tieba and Zhidao to capture search interest.
Key Opinion Leaders: Xiaomi is unique in its KOL strategy, choosing to use in-house partners instead of traditional influencers to promote their flash sales and product launches.
BMW and its premium brand counterparts (Audi & Mercedes-Benz) have benefited from a China car boom that saw automobile sales triple during the five years ending 2013. But at the end of 2014, the landscape is in flux – with overall call sales throttled by car ownership regulations put in place to reduce traffic and pollution, and mass-market brands like Ford and Peugeot capturing market share during the economic slowdown.
BMW WeChat navigation bar provides access to important information
With brands like Land Rover and Infiniti crowding the premium segment, BMW will need to promote a unique brand experience while retaining existing owners through service and loyalty programs.
Like most car brands, BMW places an emphasis on customer data acquisition and driving potential consumers to regional dealerships for test drives through social channels and the brand website. As car sales growth shifts from first-tier and second-tier cities to less developed regions – BMW has initiated steps to develop their O2O strategies on platforms like WeChat sending traffic to brand experience events that educate consumers.
What You’ll Learn
The BMW Digital Report will analyze how BMW uses Weibo and WeChat to educate consumers on brand heritage and new models while driving followers to live events and dealerships to experience brand service and vehicles in person.
Brand Website: The brand website is BMW’s hub for in-depth vehicle information and serves as the gateway for customer service.
Weibo: Weibo is BMW’s primary social channel and is the lead platform for buzz generation for new model launches and campaigns promoting sponsorships and brand heritage.
WeChat: WeChat is used for social branding efforts but is also well-suited for driving traffic to offline events and dealerships.
Youku: BMW maintains a premium brand channel on China’s leading video platform, and we’ll show you how the brand uses video content to educate consumers and support campaigns.
Baidu: You’ll see the Baidu assets BMW has created to capture search traffic.
Key Opinion Leaders: We’ll show you how BMW blends car enthusiast KOLs with general interest aggregators to reach a wide audience.