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e-commerce social media

8 great luxury WeChat campaigns to cash-in on Singles Day shopping craze

Michael Kors released a WeChat campaign ahead of this year's Singles Day
Michael Kors released a WeChat campaign ahead of this year’s Singles Day

Alibaba’s Singles Day, China’s biggest online shopping holiday, is just around the corner. Last year, the e-commerce company’s online marketplaces Tmall and Taobao pulled in a total of $17.8 billion of sales within 24 days. Citigroup forecasted that sales in 2017 will reach $24 billion.

In the lead-up to the event this year, Alibaba Group has made great marketing efforts to stoke Chinese consumers’ anticipation for the event. It hosted a “See Now Buy Now” fashion show ahead of the festival, inviting a slew of Chinese celebrities to wear outfits and carry products provided by participating brands while performing on stage. The show was broadcast on a number of different channels, including China’s biggest online streaming site Youku and several local TV stations. Chinese consumers could watch the show on their mobile phones and place orders directly if they were interested in items shown by performers.

With the Singles Day shopping holiday, Alibaba has provided international fashion and luxury brands with a golden opportunity to reach out to Chinese consumers. According to Alizila, the company’s PR portal, the size of Singles Day has grown to more than 18 times that of Amazon Prime Day, and 2.5 times larger than Black Friday and Cyber Monday combined.

For luxury and fashion brands, the festival is the one annual retail event that they cannot miss if they want to get the most out of the Chinese market. Currently, top-tier luxury labels still refrain from participating in it. The event features lots of discounts and sales, which goes against the traditional pricing principles of the luxury business. However, we have seen an increasing number of premium labels decide to give it a try in recent years.

Some new labels such as Jason Wu and Opening Ceremony joined the festival this year, in addition to long-time participants including Ralph Lauren, Guerlain, and Estee Lauder.

The luxury fashion brands that do participate in Singles Day all use WeChat as a crucial communication channel, to inform consumers of their Singles Day promotions. The following are eight great WeChat campaigns released by brands that caught our attention:

Coach

Coach has rolled out a very nicely planned WeChat campaign to promote its Singles Day sales. On November 7, the brand published an article to introduce this year’s deals. Readers can also peruse a much more visually-appealing, interactive HTML5 page by following the link provided at the end of the post. Users can navigate through the HTML5 page to get detailed information, such as descriptions and discount rates, on each deal. When they click on items that they’re interested in, shoppers will be directed to Coach’s Chinese e-commerce website where they can place an order immediately.

Stuart Weitzman

To celebrate this year’s Singles Day, the fashion footwear label Stuart Weitzman is calling on its followers to purchase some of its most popular shoes to reward themselves, especially those who are single. On November 11, consumers will enjoy 20% off of any order that they place on the brand’s official e-commerce website. Stuart Weitzman’s WeChat campaign has done a good job of encouraging readers to purchase products. At the end of Stuart Weitzman’s post, consumers can click to enter the e-commerce site and order directly. There is also information on offline store locations for those people who want to visit a store and try on the footwear.

Shiatzy Chen

The Taiwanese luxury fashion brand Shiatzy Chen, which is often referred to as the Chanel of Taiwan, not only sees Singles Day as a chance to boost sales, but also to acquire new members to sign up on its online boutique store. In the brand’s WeChat post, it encourages followers to register in order to receive a promotional coupon for Singles Day.

MCM

The German affordable luxury brand MCM published a WeChat article on November 8, three days before the launch of Singles Day, to offer tips on what readers should buy from the brand and how to be prepared to score the best deals. The article has a direct link to MCM’s new WeChat boutique store, where followers can browse through the Singles Day deals and add interesting items to their carts. The sales event officially starts at 10am and ends at 9pm on November 11. Consumers can use WeChat Pay or Alipay to make purchases on its WeChat boutique store.

Michael Kors

Capitalising on the Singles Day fever, Michael Kors released a WeChat campaign one week ahead of the festival where it listed a wide range of products for readers to purchase. Under every item that the brand promotes in the post, users can click a button that will take them to the Michael Kors’ Chinese online store for them to place orders right away.

Ralph Lauren

Ralph Lauren has launched its promotions on both Alibaba’s Tmall and JD.com to participate in this year’s Singles Day. Its WeChat campaign, nonetheless, seems to be separate from the sales activities on e-commerce sites, with no direct links to facilitate purchases. The post on WeChat focuses on promoting “Polo Bear”-themed items to readers. Additionally, Ralph Lauren is also trying to drive more viewers to officially enrol in the brand’s WeChat customer relationship management (CRM) system. To encourage them to do it, the brand gives away a “Polo Bear” WeChat emoji as a perk once they sign up.

Kate Spade

Another American affordable luxury label, Kate Spade, also requires users to enrol in its CRM system on WeChat to receive Singles Day coupons. Consumers can use them to purchase any Kate Spade products in any China store between November 3-12.

Furla

Following the official launch of its flagship store on Tmall earlier this year, Furla has participated in Alibaba’s “See Now Buy Now” fashion show for Singles Day. The goal of the brand’s WeChat account is to direct more users to purchase products on Tmall. The post explains in detail what steps Chinese consumers should take to pre-order from the “See Now Buy Now” fashion show.

By Yiling Pan @SiennaPan

This article was originally published on Jing Daily, a Fashion & Mash content partner.

Categories
business e-commerce

Can JD.com’s new luxury site ‘Toplife’ beat Alibaba’s ‘Luxury Pavilion’?

Toplife's homepage, via JD.com
Toplife’s homepage, via JD.com

China’s second-largest e-commerce website JD has officially announced the launch of its first-ever luxury online platform, “Toplife”, according to a public announcement released by the firm on October 10. The new site is a full-price online shopping platform that allows international luxury labels to set up flagship stores selling products directly to affluent Chinese consumers.

Luxury labels including La Perla, Emporio Armani, Rimowa and Trussardi will be the first group of users on Toplife. More brands are expected to join the site in the coming weeks.

The development signals JD’s efforts to further compete with its key rival, Alibaba Group, to achieve a leading position in the country’s luxury market, a sector that Bain & Company expected to see growing around two to four percent to reach approximately $305 billion this year. In August, Alibaba inaugurated “Luxury Pavilion“, a new section within its business-to-consumer site Tmall for premium and luxury brands to connect with a pre-selected group of super-wealthy customers.

“Like Tmall’s Luxury Pavilion, JD.com’s Toplife creates a space separate from the e-tailer’s mass-market platform in order to provide the high-end online experience that luxury brands require,” said Liz Flora, editor of Asia-Pacific research at the New York-based digital intelligence firm L2.

JD’s Toplife and Alibaba’s Luxury Pavilion offer a great deal of similar service to luxury brands; both providing brands who work with them with additional offerings such as customer service, delivery, marketing and branding expertise.

Moreover, both platforms stress the need to connect online-to-offline (O2O) experience for luxury shoppers in China. Luxury Pavilion ultimately aims to test out Alibaba’s “New Retail” business model, which utilises new technology to create more customised and interactive shopping experiences for consumers.

Toplife, on the other hand, considered an O2O connection as an important step for JD’s luxury expansion going forward. Ding Xia, president of JD Fashion, told Jing Daily that “omnichannel solutions are definitely something we are experimenting with, especially for fashion where fit and look are so personal”.

“We are working on allowing consumers to order multiple pieces of clothing or accessories through our white glove service and keeping only the ones that are exactly what they want. That’s what a luxury experience needs to be, online-offline,” she added.

However, there are also remarkable differences between the two platforms of which luxury brands need to be aware.


Exclusivity or not

Alibaba’s Luxury Pavilion is an exclusive site to which wealthy consumers can only gain access if they are invited by Alibaba. Toplife is open to the public.

The sense of exclusivity created by Luxury Pavilion’s invitation-only mechanism seems to fit more with the spirit of luxury brands, who traditionally justify their premium pricing and top-notch image by offering an exclusive experience. Through inviting consumers who have demonstrated a certain level of purchasing power in the past, Alibaba helps luxury brands select customers they want.

When questioning if an open platform can fulfil the same need, Ding said: “Our unparalleled big data lets us identify those most likely to appreciate the offer and micro-target. JD has always attracted users focused on quality and service over price, so this is a natural fit for the high end of our user base.”


More autonomy and independence?

Compared to Alibaba, JD seems to give more autonomy to luxury brands. According to Ding, Toplife is a stand-alone luxury website that is separate from JD’s main e-commerce platform. Luxury Pavilion, on the other hand, is a sub-section of the Tmall site.

“Super luxury brands don’t want a small corner of an all-categories site, so we built Toplife as a stand-alone, truly luxury shopping experience,” said Ding. “Brands and consumers can see this is a totally different model that changes the game.”

In addition, JD emphasises that luxury brands have full control of how they want their flagship stores to appear.


Value-added logistics service

Luxury brands who work with JD’s Toplife can also use the company’s self-operated nationwide logistics network. Earlier this year, the e-commerce giant initiated a premium delivery service called “JD Luxury Express” to improve the overall shopping experience for their customers. Luxury shoppers from China’s major cities such as Beijing, Shanghai, Guangzhou, Shenzhen and Chengdu will receive their online orders in less than 24 hours by delivery persons who wear suits and white gloves.

Speedy delivery service is believed to be much valued by Chinese online consumers no matter if they purchase luxury items or not.

Until now, the launch of Luxury Pavilion and Toplife by Alibaba and JD respectively indicates China’s top two e-commerce giants both have recognised one of their major obstacles expanding in the luxury arena, that is, the lack of fashion and luxury DNA as a mass-facing platform.

As L2’s Flora put it: “Tmall and JD.com have struggled to attract official partnerships with luxury brands due to perceived brand image incompatibility.”

According to L2’s Digital IQ Index: Luxury China 2017, only 24% of luxury brands had official stores on Tmall and only 10% operated them on JD.com as of June 2017.

By Yiling Pan @SiennaPan

This article was originally published on Jing Daily, a Fashion & Mash content partner.

Categories
film social media

3 tips for luxury brands marketing on video-streaming platforms in China

Official film still from ‘Tiny Times’. video-streaming
Official film still from ‘Tiny Times’. Photo: VCG

Skeptics have doubted the appeal of “old-school” video-streaming platforms to luxury brands and predict that the future of luxury brands’ marketing lies in live-streaming, smartphone-based micro-film apps such as Meipai, and other innovative social media forms. But recent research suggests that online video-streaming platforms are still favoured by many luxury brands.

Meanwhile, pre-roll ads remain the mainstay of online advertising strategy in the Chinese market. Given that video-streaming has proven it has staying power, here are some best practices for luxury brands marketing on video platforms in China.


1. When it comes to pre-roll ads and dedicated channels, content is king

Chinese internet users love watching videos online. By July 2016, the overall monthly active users of Chinese video-streaming mobile applications exceeded 800 million. As we wrote in a previous article, many of these video-streaming viewers actively seek out commercials as long as they are creative.

Luxury brands such as Cartier, Chanel and Louis Vuitton began investing in this platform since its early days. The main tip for making pre-roll ads and managing dedicated channels for luxury brands is simple: content is king.

The fashion powerhouse Louis Vuitton was one of the first to experiment with Youku, launching video ads in 2009 followed by a full brand channel in 2010. Burberry, the British luxury fashion brand, has also included video-streaming platforms in its marketing strategies in China, uploading promotional videos and live-streaming its fashion shows on platforms such as Youku to reach Chinese consumers.


2. Seeking the ‘Tiny Times’ effect for luxury product placement

Product placement is one of the most frequently used marketing strategies for luxury brands, which have had a lot of success in recent years placing products in Chinese movies and television shows.

For example, Ode to Joy, a hit television drama series about five young women making it in Shanghai, one of China’s most developed cities, attracted over 50 advertisers including Givenchy, SK-II, Chow Tai Fook and many other luxury brands.

Tiny Times, a film series based on the novels of China’s wealthiest writer Guo Jingming — which make luxury items such as Hermès Birkin bags, Celine jackets and Ferragamo cocktail dresses an integral part of the movie — is an example of successful product placement, despite poor reviews from Chinese critics who called the movies “shallow” and “materialistic.”

The films broke Chinese box office records multiple times and demonstrated an incredible ability to boost the sales of luxury goods such as champagne.

Feeding the curiosity of average audiences, fashion bloggers wrote volumes explaining each brand spotted in the films, which further boosted the exposure of luxury brands.

Meanwhile, Chinese mainstream video-streaming sites have invested a lot in producing original online shows in recent years, many of which target Chinese youth and are able to reach a larger audience than traditional television shows and movies. It’s an opportunity luxury brands should keep an eye out for.


3. Matching a show with the value of a brand

This is not to suggest product placement is an easy choice or a guaranteed success. For luxury brands in particular, setting is something that needs to be handled with care.

“The worst thing that can happen is that the audience feels like it is watching a commercial,” said Leeza-Maria el Khazen, the founder of Lynx Productions, a branding and business development firm. “It can have a very negative effect on the film and the brand because it draws the audience out of the movie. Sometimes it’s kind of shocking.”

The most recent marketing success with respect to online shows for luxury brands perhaps goes to Supreme, a New York-based skateboarding and clothing brand that has won the hearts of many celebrities. In The Rap of China, a Chinese rap reality show produced by online video platform iQiyi that has attracted over 2.5 billion views, celebrity judge Kris Wu has been wearing Supreme outfits since the first episode in June 2017.

Even though the brand did not ask to be in the show or pay for this inadvertent product promotion, its frequent appearance in the show has shot the brand to stardom in China. Other luxury brands that have appeared on the show, including Yeezy, Gucci and Off-White, have also experienced a huge spike in interest on the Chinese-speaking internet, not just in how much these items cost but also in the culture and story behind the brands.

According to the entertainment research company EntGroup, if product placement fits with the setting in a show, more than 66% of the viewers won’t mind watching the ads. Understanding what shows best match with the value of a brand can help build loyalty and appreciation among consumers.

By Lotus Ruan.

This article was originally published on Jing Daily, a Fashion & Mash content partner.

 

Categories
business e-commerce Editor's pick

Will Alibaba’s anti-counterfeiting deal with Kering stall luxury counterfeits?

Gucci - Kering anti-counterfeiting
Gucci

French luxury conglomerate Kering Group and China’s e-commerce giant Alibaba Group reached an agreement August 3 to jointly fight against the counterfeits on Alibaba’s online marketplaces to protect brands’ intellectual property rights.

As part of the agreement, the details of which were made public in a press release co-issued by the two parties, Kering has also decided to withdraw a lawsuit that it filed against Alibaba in 2015 in New York district court accusing the e-commerce site of being involved in the sales of fake handbags, watches and other items under the names of brands owned by Kering. The cooperation marks an official end to the legal dispute between the two companies.

Alibaba and Kering have established a “joint task force” to collaborate on the anti-counterfeiting actions, the public statement said. The two companies will exchange useful information and work closely with law enforcement bodies. Kering will also benefit from Alibaba’s advanced technology capabilities in identifying counterfeiters on its platforms.


Will this move by Alibaba really assure luxury brands?

Owning elite luxury labels including Saint Laurent, Gucci and Balenciaga, Kering’s endorsement represents a milestone for Alibaba’s ongoing efforts to combat the counterfeit issues on its platforms in order to attract more luxury brands to work with.

However, it is interesting that Saint Laurent has just decided to work with Alibaba’s major rival JD.com earlier this week. Moreover, one major reason for that cooperation, according to the brand’s CEO Francesca Bellettini, is that the presence of Farfetch (of which JD.com acquired a nearly $400 million stake in June) has helped mitigate their worries over the counterfeiting issue.

There is little doubt that Alibaba has been working hard on this area in recent years. The group set up the “Alibaba Big Data Anti-counterfeiting Alliance” in mid-2016, which aims to use modern technology to identify counterfeiters. A number of luxury brands such as Louis Vuitton, Shiseido, and Swarovski are all members of the Alliance.

On many public occasions, Alibaba’s founder, Jack Ma, has been quite outspoken about the counterfeiting problems in China and has publicly called for the government to devote more legal efforts to it.

A recent article published by Luxury Daily, nonetheless, views the company’s current coalition as a failure to achieve what it has promised, namely, to curb the sale of counterfeit luxury goods on the Chinese e-commerce site. According to the publication, Alibaba is still “lax about counterfeiting,” while counterfeiters have become much more sophisticated than ever and consumers have better access to fake goods due to the flourishing of social media and modern technologies.

Chinese markets have become a pillar of Kering’s various businesses as per recent earnings reports. The conglomerate’s core brand, Gucci, has just tapped into the country’s online market through establishing its own e-commerce site. It is thus not so surprising to see Kering ceasing fire on the dominant market player over the counterfeiting issue. But the partnership, for either side, is possibly far from being worthy of celebration.

By Yiling Pan @SiennaPan

This article was originally published on Jing Daily, a Fashion & Mash content partner.

Categories
e-commerce

Alibaba unveils exclusive luxury pavilion courting super-wealthy Chinese shoppers

Burberry's official Tmall flagship store
Burberry’s official Tmall flagship store

Chinese e-commerce giant Alibaba Group today launched the Luxury Pavilion, a brand new section within its business-to-consumer site Tmall for premium and luxury brands. The initiative is part of a broader bid, according to Alibaba’s news site Alizia, to push forward its New Retail initiative in the luxury arena to reach out to the country’s super wealthy online shoppers.

The new platform currently features a wide range of products from apparel, watches, beauty and cosmetics, and luxury auto from brands such as Burberry, Hugo Boss, Maserati, and the LVMH-owned brands Guerlain and Zenith. Notably, these labels have already had flagship stores on Tmall.

The timing of the launch of Luxury Pavilion is interesting considering that the country’s second-largest e-commerce company, JD.com, recently announced it was speeding up its foray in the luxury industry with a partnership with Farfetch. In June, JD.com invested $397 million in the leading British luxury e-commerce platform, and the new partnership welcomed its first comer, Saint Laurent, the high-profile French luxury label owned by the Kering Group.

Patrice Nordey, the Founder and CEO of the Shanghai-based luxury consulting firm Velvet Group, said the project follows the investment of Alibaba into Mei.com in July 2015.

“The deal between Alibaba and the fashion private sales company included the development of a luxury platform,” Nordey told Jing Daily over email.

Part of the team of Mei.com joined Alibaba to prepare the launch of Luxury Pavilion. Alibaba invested more than $100 million in the flash sales luxury site Mei.com in July 2015.


Banking on exclusivity

As evidence that “exclusivity” is a highly important element for Chinese luxury spenders, Alibaba has made Luxury Pavilion an invite-only platform. According to Jiemian, a domestic media site, out of Tmall’s 500 million total users, it selected a limited number of consumers who are either ultra rich or are members of APASS (a Tmall members club for top online shoppers based on their annual purchasing records).

“Exclusivity is key to this project,” Nordey said, “hence the invitation-only business scheme to onboard luxury brands on the platform.”

The entry-point to the online Pavilion, which is located on the Tmall website, is only viewable to this select group of customers. However, while the front-end of the new luxury area is separate for consumers, the back-end will be connected to the Tmall platform, allowing the company to fully leverage synergies, such as traffic building.


A customised shopping journey

The Luxury Pavilion also aims to offer a customized shopping journey to users. Alibaba told Alizia that the new platform is nothing like the current Tmall and Taobao Marketplace that are still mass-facing. Based on the personal information of consumers, it will create personalized homepages, customized brand pages, product recommendations, exclusive VIP awards and individual post-purchase customer service to align buyers’ expectations with luxury brand offerings. The new platform will also be more interactive, imitating the real in-store shopping process, thanks to advanced technology such as augmented reality (AR) and virtual reality (VR).


Testing a ‘new retail’ model

The Luxury Pavilion ultimately attempts to test out the “new retail” business model, an innovative concept that has been engineered by Alibaba in recent years and utilises new technology to deliver a more tailor-made and interactive shopping experience to consumers from online to offline (O2O).

“Luxury brands increasingly want to use new retail technology and consumer insights to connect with younger consumers, as well as drive business-model innovation,” Liu Xiuyun, the head of Tmall’s fashion unit, said in a statement.

Alibaba will provide brands on the platform with a number of marketing and branding tools that allow them to effectively engage with Chinese consumers and connect online sales to offline commerce. After its summer warm-up period, the Luxury Pavilion plans to organise a grand opening by the end of the year.

By Yiling Pan @SiennaPan

This article was originally published on Jing Daily, a Fashion & Mash content partner.

Categories
business social media

Dior is the top relevant luxury brand among China’s Generation Z, report says

Dior brand ambassador Angelababy. Photo: Angelababy/Weibo
Dior brand ambassador Angelababy. Photo: Angelababy/Weibo

While the appointment of actress Angelababy as the brand ambassador for Christian Dior stirred up much controversy in China in May, it may not have been such a bad move for the brand after all. According to a report released this month by RTG Consulting Group (RTG), the French luxury powerhouse has been named the most relevant luxury label by China’s Generation-Z (a group that ranges in age from 15-24). And Angelababy‘s extreme popularity among this age group shows that her appointment was one of the smartest moves the 70-year-old fashion brand has made to reinvigorate its image in China.

According to the “Brand Relevance Report 2017,” the brand is believed to be highly effective at inspiring Chinese youth to express the cultural values and philosophy they stand for, which transcends the traditional cultural norms. That is an important ability for luxury brands to master if they want to stay relevant with this young population. Chanel and Swarovski are the next two most relevant luxury labels among China’s millennial youth, respectively.

“The young generation is really moving away from materialism to embrace (values such as) playfulness and mindfulness,” Marc Arnold, the chief strategy officer of RTG as well as the author of the 2017 relevance report, told Jing Daily. “Dior is good at inspiring expression (of these shifting cultural values) that goes beyond the tradition and norms. Plus, [the brand] also has good visual campaigns that are appealing to young people.”

The 2017 relevance report surveyed 5,000 Chinese consumers from first-tier cities (Shanghai, Beijing, Guangzhou, and Chengdu) to get a sense of how they perceive the relevance of 300 international and domestic brands to their daily life.

It categorises these surveyed brands into nine sectors including luxury, personal care, beauty and hospitality. By “relevance,” RTG refers to the ability of a brand to establish a strong and emotive relationship with consumers and stand for something that truly matters to their lives.

Under the luxury category, Chanel, with an average score of 6.7, stands at the top of the ranking as the most relevant luxury label in China, among all age groups, in 2017. According to the report, the brand has catered to Chinese clientele with a diverse product offering ranging from well-designed handbags to fragrance and beauty products. In addition, Chanel’s social media campaigns and celebrity endorsements have pushed the level of the brand’s relevance among the digital-savvy Chinese consumers even further.

Top 20 relevant luxury brands in China: courtesy photo
Top 20 relevant luxury brands in China: courtesy photo

However, given the success of Dior among the younger generations, whether or not a brand is able to inspire its consumers seem to be highly important. In order to gauge this quality, RTG dubs it the “passionate” metric. Dior has secured a score of 8.4 under the “passionate” metric, outperforming Chanel (7.4), Gucci (7.6) and Cartier (6.6), among others.

Another interesting finding from the report is that Burberry ranks relatively low in comparison to the strong rebound of its market recognition and sales in China. Earlier this month, Burberry’s first quarterly report presented a better-than-expected global growth, with its chief financial officer, Julie Brown, highlighting the contribution from Chinese consumers.

The brand was only ranked 17th on the list with a relevance score of 4.7. The passionate score is also low at 5.9. That finding seems particularly counterintuitive given that the brand has frequently worked with the pop singer Kris Wu who has a huge young Chinese fan base.

“This might be related to its country of origin,” said Arnold. “Britain is not a country that is known for triggering creativity and playfulness, compared to France, for example.”

“What’s more important, Burberry is more perceived as an icon of fashion, not luxury, in China.”

The rest of the report contains many other insights. For instance, the concept of the luxury lifestyle that is led by the Four Seasons Hotels & Resorts is successful in growing the brand’s relevance among Chinese consumers, making it the top brand in the hospitality field.

Estee Lauder, the most relevant beauty brand in China, shows that consumers buy into the rich history and heritage of this French label. Its prominence also derives from their “large-scale campaigns across strategic media platforms using well-chosen celebrities.”

Meanwhile, a number of domestic Chinese brands including Huawei, WeChat and Yili have all seen their relevance surging in 2017, signifying the rising influence of Chinese brands across the globe.

By Yiling Pan @SiennaPan

This article was originally published on Jing Daily, a Fashion & Mash content partner.

Categories
social media

Weibo’s comeback lures luxury brands

Fendi on Weibo
Fendi on Weibo

China’s social media app Weibo is showing signs of a strong rebound in a WeChat world, and luxury brands have been wasting no time taking advantage of the platform’s expanding reach.

Fendi recently rolled out a new campaign on Weibo asking followers of the Italian leather handbag brand to show off their best selfies. In a culture where the selfie is everything, the company enlisted the aid of not just one, but three different selfie apps to give users a variety of ways in which they could show off their smile with Fendi’s new “Hypnoteyes” capsule collection.

One of the apps is Meitu Pic, part of a company that also produces livestreaming app Meipai that has just been reviewed for a potential US$5.23 billion IPO. The company’s apps altogether have more than 400 million monthly active users, and Fendi is hoping to tap into this user base with its multi-pronged campaign. Meitu Pic users can access an exclusive set of Fendi frames, stickers and more to decorate their selfies and post them to Weibo with the hashtag, #FendiHypnoticEyes.

Fans can also participate by uploading their photo on BeautyPlus and Selfie City, both apps under the Meitu umbrella, but which serve slightly different purposes. BeautyPlus, for instance, boasts a filter that’s meant to improve skin blemishes, while Selfie City offers filters and frames from popular films. Fendi has customisable frames and filters on both apps for users to try.

weibo-2

One of China’s most influential fashion bloggers, Gogoboi, serves as Fendi’s selfie role model to give participants a goal to reach. Gogoboi started out as a Weibo blogger, but now, he also has fashion content on WeChat, including his own store as the platform has grown into a critical tool for marketers and e-commerce.

There had been talk among China’s tech experts in recent years that Weibo was facing impending doom as WeChat grew to become a major player in the daily lives of everyday Chinese consumers, from being a payment mechanism to a platform to message friends. Weibo started out as a Twitter-like microblog in 2009 and grew to more than 300 million users before taking a tumble in 2014 after both the rise of WeChat and a series of censorship crackdowns (which, by 2015, prompted real-name registration on all Chinese social media sites). In 2014, only about 5% of Weibo’s users were generating almost all of their content.

weibo-3

Now, though, things are starting to look up again for the platform. Weibo appears to have carved out a unique space for itself in the long-form blogging and video sphere by removing its character limit for posts and partnering with video sharing app Miaopai. In the past year ending in September, Sina Weibo has seen its monthly average users grow 79%, according to big data service provider QuestMobile. Its growth rate is faster than WeChat and even Alibaba’s e-commerce giant Taobao.

Even since WeChat’s rise in 2014, marketers still never quite gave up on Weibo when it came to luxury brands, but their approach to the platform is often different. For starters, Weibo, unlike WeChat, doesn’t have limitations on how often you can post per day, according to Kim Leitzes, founder of KOL marketplace ParkLu. Sometimes even the content is different — Revolve head of Greater China Jessica Shen said they like to encourage their fans to post street-style photos of their favourite Revolve outfits to their Weibo accounts, and they curate the best ones for their page. Weibo, she said, gives them an opportunity to create an almost Pinterest-like page of images for their brand in a clean, minimalistic style that stands out among all the noise.

If Weibo continues to gain momentum, it’s highly likely more luxury brands will be turning to the platform to grow loyal followers, but in a way that complements their WeChat content. Fendi did this by adding a Whack-A-Mole-style “Catch Hypnoteyes” game to its WeChat content stream, where players could also browse the products, and download animated sticker versions of the bags to send to friends.

By Jessica Rapp @jrapppp

This article was originally published on Jing Daily, a Fashion & Mash content partner.


Categories
social media Uncategorized

Alberta Ferretti launches on Weibo in China

Alberta Ferretti has launched on popular Chinese micro blogging platform, Weibo, and in so doing joined other luxury fashion brands including Burberry, Chanel and Louis Vuitton who have realised the importance of local social media in China.

Referred to as a hyrbid between Twitter and Facebook, Weibo has in excess of 200m subscribers. Fans are able to follow the world of Alberta Ferretti and Philosophy di Alberta Ferretti with real time updates in Chinese. See the brand’s page here: www.weibo.com/albertaferretti

WGSN today published an incredibly detailed insight into China’s digital media landscape, referring to it as “dynamic, ever-changing and home to social media platforms unfamiliar to many outside the market”. The piece rounds up 10 of the most important ones to know. If you’re a subsriber, be sure to check it out: China’s social media landscape

Alberta Ferretti also launched its YouTube channel today: http://www.youtube.com/albertaferretti