Social Branding for Luxury in China (L'Atelier Presentation)


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L’Atelier, in coordination with P1.CN and SAME SAME, organized a conference last March 8 entitled “Social Branding for Luxury in China” . This event mainly targeted luxury brands which recognized the need to change with the digital landscape and make better decisions on how to engage China’s affluent consumers through social media.

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Social Branding for Luxury in China (L'Atelier Presentation)

  1. 1. Social Branding for Luxury in ChinaConnecting your luxury brand to China’s social influencers Organized by L’Atelier BNP Paribas In partnership with P1.CN & SAME SAME
  2. 2. Why luxury brands cannotmiss the social media wave Patrice Nordey CEO L’Atelier (Shanghai) Ltd. BNP Paribas Group
  3. 3. Video
  4. 4. The challenges
  5. 5. Exclusivity versus Accessibility While luxury brands needs exclusivity, digital is by definition an accessible channel.  All luxury communications fall somewhere in the spectrum between accessibility and exclusivity  Luxury brands must, by definition, be exclusive. However, their value must be recognized and desired even by those who cannot attain it. Awareness of the brand’s Achievement of the brand’s promise is accessible promise is exclusive FROM  In addition to the role of digital communications in driving accessibility and awareness, some luxury brands are beginning to offer selective online content, services and communities to their customers  Closed communities and selective content can drive the brand’s sense of exclusivity TO Source: Digital Strategies for Luxury Brands, Publicis
  6. 6. Convenience versus Experience Internet is Convenient but Cold and not glamorous
  7. 7. Convenience versus Experience Becoming moreemotional
  8. 8. Convenience versus Experience Becoming more glossy
  9. 9. Convenience versus Experience More immersive experiences Using video content
  10. 10. Open questions for today
  11. 11. Who are the social influencers in China? How to engage them? What are the best strategies to leverage social media?
  12. 12. Agenda18:30 - 19:00 Welcome drink & Networking19:00 - 19:30 Why luxury brands cannot miss the social media wave Patrice Nordey, CEO, L’Atelier (Shanghai) Ltd. - BNP Paribas Group19:30 - 19:50 Partners introduction Sophia Pan, COO & Founder, P1.CN Michel Campan , Managing Partner, SAME SAME19:50 - 20:10 What affects social influencers’ lifestyle choices and how to engage them Ann Wang, Business Development Director, P1.CN20:10 - 20:30 How luxury brands have adapted their marketing strategy to social influencers Victor Yang, General Manager, SAME SAME20:30 - 21:15 Round Table: discussing the impact of social media for luxury brands in China Special guest: Rachel Zhu, Marketing Manager, ChaumetFrom 21:15 Dinner & Networking
  13. 13. Sophia Pan COO & Founder, P1.CN Michel CampanManaging Partner, SAME SAME
  14. 14. What affects social influencers’lifestyle choices and how toengage themAnn Wang, Business Development Director,P1.CN
  15. 15. How luxury brands have adaptedtheir marketing strategy to socialinfluencersVictor Yang, General Manager,SAME SAME (China)
  16. 16. Round Table:The impact of social media forluxury brands in ChinaSpecial guest:Rachel Zhu, Marketing Manager,Chaumet
  17. 17. Closing remarks
  18. 18. Thanks!