Globally, luxury brands are making real efforts around the world to satisfy and keep their customers. The Chinese market is no exception, and luxury brands are doing the same through social media much more relevant in this part of the world. According to a study by PR firm Ruder Finn among Chinese luxury consumers, 58% say they are influenced by Wechat over their purchasing decisions and 52% by Weibo. The reach of social media should not be underestimated by foreign companies wishing to develop in this country…
Mobile applications are on the rise!
If we were to modernize the traditional Chinese calendar, 2014 would be “the year of mobile” in China. Luxury brands quickly understood the importance of this channel and focused their marketing strategy on this side. M-marketing quickly became popular and essential. More and more companies are developing applications that can be used on Wechat or via independent applications.
We find there the event made by the Burberry brand for the opening of its boutique in Shanghai, the Montblanc brand online game or the Louis Vuitton app.
These events are all aimed at marking the Chinese consumer with out of the ordinary experiences so that the consumer will later remember the brand and end up becoming a user of the brand’s services / products.
In addition, many of these applications are permanent, such as the Tommy Hilfiger GPS which locates its stores. Even more fun, the Yoox “shake your style” application which allows you to receive recommendations by simply shaking your phone. This app is based on the Chinese taste for recommendations from other users who greatly influence their purchases. In fact, consumers tend not to trust content coming directly from a brand following the numerous scandals that have affected a little all sectors. Conversely, a brand or products recommended by users will be seen as “trusted” and able to be purchased without fear. Highlighting the recommendations and positive opinions of selected users can thus influence purchases.
Premium brands have also wanted to take advantage of this trend and have developed their own mobile applications. This is the case with Shangpin’s e-commerce application, which currently generates more than 50% of its mobile sales. Others have specialized in marketing applications. The Tiffany & Co brand app allows Chinese customers to select their engagement rings while learning more about choosing the right engagement ring.
Sharing is the key to success in the Chinese market
The success of social marketing in China requires mass viral sharing on the various microblogging platforms. Remember Wechat’s 1: 1 marketing campaign, which focuses on sharing with family and friends. These techniques thus allow luxury brands to bring a touch of exclusivity to their advertising. In this way, users can simply share their e-cards or offers with their friends. Wechat with his hongbao electronic – red envelope – during the new year (a tradition where money is offered to the youngest in general) was able, through this, to promote its new payment service. Coach also launched his own hongbao which gave users the opportunity to send special offers to their families and friends.
Let the Chinese consumer speak
By combining the viral route and 1: 1 sharing, luxury brands have also developed mini applications on Wechat or Weibo allowing users to be creative. Whether by selfie contests or personal compositions of poems in e-cards offered by the Paget brand during Valentine’s Day.
Photo credit: Fashion china agency
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