Implementing Partners - EU SME Centre · internet population at 802 million netizens. China Online...
Transcript of Implementing Partners - EU SME Centre · internet population at 802 million netizens. China Online...
7/8/2019
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A project financed by the European Union
Implementing Partners
China Social MediaPaul McNiel and Pierre Eloy
About The EU SME Centre
• A project funded by the European Union in 2010 to help European small and medium-sized
enterprises (SMEs) get ready to do business in China
• Implemented by 6 chambers of commerce
• An official member of European Enterprise Network (EEN)
• Partnered with over 270 government agencies and business support organisations in Europe
and China
• Has a network of over 170 China experts worldwide
• Local office in Beijing
• In-house experts - Market Access, Business Development, Legal and HR
Implemented by
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• The Benelux Chamber of Commerce – BenCham – is the most active Benelux business
platform in China. Its members, leading companies from the Benelux region, share an active
interest in developing trade and business in China. It is the only Chamber of Commerce which is
officially recognized and supported by all three Benelux embassies in China.
• BenCham currently has over 250 members, aspiring to grow further everyday. Its base consists
of Large Enterprises, Small and Medium sized Enterprises (SMEs) as well as individuals with an
active interest in developing their business in China. As an independent, non-profit organization,
BenCham is managed by a full-time secretariat of both Benelux and Chinese staff. All practices
are guided by an active Board of Directors.
• For more information about the activities of the BenCham, please visit www.bencham.org.
About BenCham
China is now classed as a Middle-Income nation
420 million
People are now classed as
middle-class and above
1,415 million
Population in 2018,
growing at a rate of around
0.3%
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With the continued move from rural to urban creating huge
metropolises
GROWTH DOWN INTO T3 - T4 CITIES
While China’s internet penetration continues to
creep forward, approaching one billion, marketers
are turning more attention to lower tier cities to
connect with new consumers. T3-T4 cities represent
(in some cases) fresh opportunities to scale up.
Wise companies will start targeting specific city/
clusters to concentrate growth efforts - to gain a
healthy share in a smaller geography - and then use
that momentum as a base for broader expansion.
Each city/regional cluster also represents unique
cultural dynamics. National advertisers will therefore
usually have 3-4 ‘cluster concepts in motion
concurrently.
It’s interesting to note that China’s urban population is 800
million people, which is a near exact match for its current
internet population at 802 million netizens.
China Online – Still room for growth in lower tier cities
57.7% Of the Chinese population is now online
97.5% Proportion of mobile internet users
802 million Mobile internet users
Chinese netizens are extremely active on the internet,
embracing the advent of social media,
interacting and creating millions of searches and conversations daily
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China in 60sec
A big country with big numbers, but
Kantar Media brings it to life in real
world examples from ride-hailing,
search, social media usage,
ecommerce and travel.
China Online – Mobile Payment
800 millionMobile online payment users
RMB 120.3 trillion
3rd Party Mobile expenditure in 2017
65.5% of all mobile internet users pay using their mobile
device, growth coming from rural markets.
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The Evolution of Singles Day
Singles Day – Maximizing Buying Potential
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A Complete Integrated Eco-System
China Online – Still Room for Growth in Lower Tier Cities
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Ecommerce has Evolved Well Beyond Tmall and JD
Targeting 18-to-35-year-old Chinese urban female,
the platform helps users discover and buy luxury,
fashion and beauty products from overseas, share
shopping tips and swap fashion ideas.
A Social+ Model Where Business is Anchored by a Social Pillar that Drives
User Engagement and Growth
Targeting mainly lower tier cities and older
consumers, the platform helps users discover and
buy everyday items in a form of group buying
directly from manufacturers.
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Multiple Touchpoints for Brand Discovery
Social Media
WeChat Deep Dive
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WeChat is the Swiss Army Knife for Customer Interaction
Based on people’s real social networks (which are connected with the same peers or common interests)
Combined with different usage in people’s real life and O2O engagement
TRAFFIC MESSAGE SHARE MINI APP/ H5 PAYMENT CRM LBS …..
Mobile
WebsiteSocial
Communication Loyalty
CampaignO2O
Social
Campaign
Awareness Campaign Customer Experience
E-Commerce
Leads Generation &
Nurturing
WeChat Ecosystem: Evolved from a Communication Toolkit to an
Integrated Social Commerce Platform
WeChat Ecosystem
WeChat Pay WeChat Ads
Social CRM
Official
AccountMini Program
Loyalty & Nurturing
Launch social CRM and loyalty program on WeChat which will record
followers’ behavior, to enhance follower loyalty and support deeper
marketing opportunities.
5.
Mobile Booking
Establish mobile purchasing process on
WeChat, which includes optimized user
journey and efficient back-end work flow.
Applications & Service
Develop practical functions to improve
consumers’ digital experience and
connect with multiple offline scenarios
Awareness & Reach
Leverage WeChat banners & Moments
Ads to improve the visibility of accounts
and enlarge follower acquisition.
Acquisition & Retainer
Acquire new followers and retain the
follower base through communication
and engagements
4.
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2.
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TIFFANY | T CAMPAIGN
TIFFANY’S T COLLECTION IS FOCUSED ON
FASHION FORWARD MILLENNIALS. HOW CAN
WE BETTER REACH AND APPEAL TO YOUNGER
AUDIENCES ON SOCIAL MEDIA?
WE COLLABORATED 4 TIFFANY CELEBRITIES TO PROMOTE “T” COLLECTION PRODUCTS BY
CREATING ENERGETIC SHORT VIDEOS OPTIMIZED FOR MOBILE PHONES. FOUR WAVES OF
WECHAT MOMENTS AD WERE LAUNCHED AND EACH CELEBRITY WAS FEATURED IN A
SHORT VIDEO TO T COLLECTION ATTITUDE.
Celebrity
Influencers
Pull & Bear: Creating an Influencer UGC CommunityMicro
Influencers
We developed an influencer community for Pull & Bear comprised of rising-star digital influencers.
We then periodically issue “missions” that task influencers with creating new content for different
rewards. Influencers then create high quality content which is then spread across P&B’s social
assets, paired with outfit pricing and other info for followers. The community gives P&B a steady
steam of high quality localized content at a fraction of traditional KOL costs. It also builds a long-term
relationship and loyalty among member KOLs.
Results
• +50 new influencers in 1st
month
• 200+ High Quality UGC/month
• +110% vs avg. post
engagement
4. PUBLISH UGC TO WECHAT3. PUBLISH UGC TO WEIBO, INSTAGRAM AND NICE
2. GIVE INFLUENCERS UGC MISSIONS
1. SIGNING UP NEW INFLUENCERS
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Singapore Airlines: Australia Northern Territories CampaignJoint
Promotions
Step 2Guide our audience to go
through different touristic
routes and interact with them
through a questionnaire.
Step 1Choose the top 3 unique travel
experiences in ANT and inspire
our audience with high-impact
visuals and an interactive
HTML5.
Brief:
Co-branding campaign with Australia Northern Territories
Tourism Office, to promote ANT destination and SIA routes to
ANT.
Our Insights
•Today, the biggest travel trend in Chinese travel patterns
has evolved, they are removing from ‘tourists’ to ‘travelers’.
Especially true for Millennials, who would prefer to explore
a new destination or unique and authentic experience.
•For Chinese, nature experiences and eco-tourism are in
the top 3 desired travel activities, quite different from other
countries surveyed.
•As a brand new destination for Chinese travelers, the
untouched natural beauty and mysterious experience of
ANT is highly attractive.
Campaign Idea
This is an untouched destination with
unparalleled natural beauty, an experience
beyond your wildest imagination.
Among the top 3 experiences in ANT, which one
you would like to personally experience? Answer
questions to win a unique exploration trip.
Outcome
Through precise targeting, the click
interaction % (点击互动率) reached
77.6%, 691,000 impressions and 1,870
new registrations
Canali: Chinese V-day Activation
On Chinese V-day occasion, we collaborated with famous paper artist and invited him to make Canali customized paper art work
which expresses V-day traditional fairy tale. With a holiday greeting, it smoothly shows the new collection in an artistic and
innovative way.
Event
Targeting
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TIFFANY | 5.20 LOVE CAMPAIGN
HOW CAN TIFFANY “OWN LOVE”
AND STAND OUT FROM THE
CROWD OF BRANDS RUNNING
CAMPAIGNS DURING CHINA’S
LOCAL LOVE HOLIDAY?
TO CELEBRATE 5.20 (WHICH SOUNDS LIKE I LOVE YOU IN CHINESE) WE CREATED A H5 WITH ILLUSTRATIONS OF A
LOVE JOURNEY. THE H5 HAS TWO MODES, SINGLE SCREEN OR DOUBLE SCREEN, ALLOWING FOLLOWERS TO
INTERACT WITH LOVED ONES WHEN TWO SCREENS ARE HELD TOGETHER. AFTER USERS FINISH WATCHING THE
LOVE JOURNEY ANIMATION, LOVE THEME ILLUSTRATIONS ARE DISPLAYED WITH A PRODUCT SHOWCASE TO
STRENGTHEN THE CONNECTION BETWEEN TIFFANY PRODUCTS AND THE 5.20 LOVE GIFTING THEME.
Event
Targeting
WECHAT MOMENTS AD CUSTOMIZED H5 FOR USER TO SELECT MODE SINGLE SCREEN MODE DOUBLE SCREEN MODE
StickersTiffany: Love Campaign Stickers
We created a series of stickers to
accompany Tiffany’s “Choose
Love” campaign. Stickers were first
showcased in a long from post on
WeChat integrated in the content to
provide an engaging story.
Stickers were also all collected at
the end of the post, formatted to be
easily saved and shared while we-
chatting with friends.
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PAUL SMITH | “MY NAME IS PAUL SMITH” BEIJING EXHIBITION
WE NEEDED TO DRIVE AWARENSS
OF PAUL SMITH’S BEIJING EVENT
AMONG YOUNG CHINESE
MILLENNIALS ON SOCIAL MEDIA.
TO PROMOTE PAUL SMITH #MY NAME IS PAUL SMITH OFFLINE EXHIBITION IN BEIJING, WE LAUNCHED
SEVERAL SOCIAL ENGAGEMENTS TO ENCOURAGE SOCIAL COMMUNICATION AND OFFLINE VISITS WHILE
LEVERAGING WECHAT AND WEIBO ADS TO DRIVE AWARENESS. WE ALSO WORKED WITH SEVERAL DOUYIN
KOL TO CREATE INTERESTING SHORT VIDEOS IN DOUYIN TO DRIVE SOCIAL BUZZ.
Online to
Offline
CALVIN KLEIN | SOCIAL ECOMMERCE: CUSTOMIZABLE GIFTS FOR CHINESE VALENTINE’S DAY
CALVIN KLIEN WANTED TO
CREATE A FUN WAY TO CREATE
AND SEND A MEMORABLE GIFT
TO YOUR LOVED ONES ON
CHINESE VALENTINE’S DAY.
WE CREATED A SOCIAL COMMERCE MINI PROGRAM FOR CALVIN KLEIN TO CELEBRATE CHINESE VALENTINE’S DAY. THE
MINI PROGRAM ALLOWED FOLLOWERS TO FULLY CUSTOMIZE THEIR UNDERWEAR, FROM CHOOSING TYPE, COLOR, SIZE
AND EVEN PLACING TEXT ON ONE OF THREE DIFFERENT SECTIONS OF THE PRODUCT. ONCE CUSTOMIZATION WAS
FINISHED, CUSTOMERS CAN CLICK BUY AND HAVE THE PRODUCT DELIVERED TO THEIR PREFERRED ADDRESS.
Mini-program
ecommerce
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Get Ready for China!
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