LUXURY ON WECHAT

INTRODUCTION

• Number of luxury-related WeChat accounts have grown by 87% over the past 2 years

• According to L2’s Digital Index, 92% of global luxury brands have a WeChat account

• 77% opt for feature-friendly WeChat accounts but less than 10% in fashion, watches

and jewellery related brands have links to e-commerce and WeChat payment

MEETING THE “HENRY”

“High Earners, Not Rich Yet”

New demographic segment which represents the rising,

young professionals who can afford to buy luxury goods and afford frequent travels

“So, how do we target the HENRYs”

1. Send targeted messages

• Transition from “one to many” communication e.g. Weibo to “one to

one” communication such as WeChat & KakaoTalk

• Perform database segmentation and offer tailored-made push

messages

2. Communicate less, but better

• Focus on editorial quality - 4 messages a month on Service Account so quality counts!

• Increase pull market activities e.g. mini-sites with add-on features such as e-commerce

GPS store locator etc

• Connect offline retail experience with online day-to day engagement - O2O can also mean

offline to online acquisition. Brands can recruit from offline channel e.g. events & stores to

keep in touch with members via WeChat

• Messaging apps are turning from a social media tool to a CRM tool

• The importance of social CRM is evident as 20% of your customers make up 70% of your

revenues

• To reach Chinese HENRYs, marketers need to achieve a balance between push and pull

marketing, increase the impact of a message by playing with frequency, timing and content

quality

The Rise of Social CRM

Connect

ListenEngage

Why are beauty brands

more advanced on WeChat?

• Shorter product life cycle -

Larger database of followers -

easier for brands to do CRM

binding

• By binding personal information

e.g. mobile number and email,

users will be able to gain

insights into consumer

behaviour and send targeted

messages

KOL & SHARING

OTHERS

MENU & MESSAGE

PV’S - UV'S

KEYWORDS

STORE

RECRUITMENT

CONTENT INTEREST

ONLINE / PRINT / EVENT

RECRUITMENT

TRAVELING

GENDERLOCATION

LANGUAGEDEVICES

Whe

re to

find

a

stor

e?

You

can

che

ck

our

LBS

func

tion

s

Larger database - CRM Binding

Standard User flow 1

Sally follows Brand A WeChat account - She receives daily content pushes,

updates and special discounts, frustratingly, in every city but her own

Standard User flow 2

John follows Brand B WeChat account - He receives curated content once in a

while based on his location, interests and user profile. Recently, John received

a special Shanghai-based store invite to view the latest menswear collection

“Which is a better content strategy?”

Content Strategy

Getting Started on WeChat

1. Implementing unique QR codes over different customer touch points

such as stores & events etc. By implementing unique QR codes, we are

able to track various insights such as store’s performance

2. Social CRM plugin allows target by

recruitment channel, content interest,

level of activity and social influence

How to segment your audience and target better?

Targeting your active followers and offering them loyalty benefits

Attain more information through pushing out WeChat surveys

Taking to the next level

The 3:1 Ratio

• Targeting users by recruitment

channel is only limited to service

accounts

• We suggest 3:1 ratio - 3 general

content messages and 1

customised message push

HOW TO MAXIMISE

WECHAT PAGES FOR HTML5 CAMPAIGN

Use of H5 to create aesthetically pleasing exhibitions e.g.

product catalog, shop tour and e-book

1. Exhibition

• Increase gamification flow e.g. mini games

• Creative interactive campaigns to increase user generated content

and social sharing

2. Engagement

• Creating H5 campaigns to collect target audience information that can

be used for RSVPs, CRM binding and hiring

• Important to look at relevant metrics for various KPIs

e.g. growth of fanbase for exposure-related KPIs

3. Information collection

7 TIPS TO INCREASE

ENGAGEMENT IN YOUR H5

CAMPAIGNS

Visually appealing content improves brand impression and helps to absorb

consumer’s attention. Smooth user flow is important for higher conversion

rate

A good way to create emotional links with customers. Chinese youths

are looking for brands which represent their attitudes and lifestyle

1. Visually appealing

2. Storytelling

Direct a clear entrance to H5 page - low engagement is due to particular lack

of clear entrance to H5 campaign and benefits of participating

Execute a well integrated digital marketing strategy. Drive traffic to

WeChat H5 campaigns through QR code placement

3. H5 Direction

4. Multi platform

Publish on weekdays rather than weekends. Publishing during user-inactive

hours results in lower response

Use H5 pages to increase visitor engagement. Remember placing QR code at the end

of H5 campaigns can help to boost engagement. Well crafted H5 pages can also link

users to other social e-commerce platform

5. Timing

6. Driving traffic

Data is king. H5 campaigns are a useful way to obtain user data for user

segmentation and further communication. Brands can utilise active and

influential users to become their ambassadors

7. Data tracking

THANK YOU

@CuriosityChina@CuriosityChina奇智

睿思@CuriosityChina