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Learn more about how P1.CN "connects the exceptional" and provides a great platform for social branding.

Learn more about how P1.CN "connects the exceptional" and provides a great platform for social branding.



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    P1.cn P1.cn Presentation Transcript

    • P 1 . C N CONNECTING THE EXCEPTIONALThursday, April 5, 12
    • About Us • Founded in 2007, P1.CN is an exclusive, invitation- only social network • We target the urban lifestyle consumers in China • Today, we have 2 million members and counting • A completely new P1 site and mobile app to be re- launched on P1.COM in Q2 2012Thursday, April 5, 12
    • P1.CN Members P1.CN‘s members are China’s young urban lifestyle consumers • They are individuals with taste and an ambition to celebrate their individuality • They aspire to achieve success in their lives • The are internationally minded • They are part of China’s top 5% of consumer spendingThursday, April 5, 12
    • P1.CN Member Consumption P1.CN Members enjoy fashion, gadgets, cars, and beauty products • Almost 100% of P1.CN VIP members’ families own a car, with 38% of those members owning 2 to 3 vehicles • 83% of P1.CN members are smartphone users • 10% of female members spend over 5,000 RMB monthly on beautyThursday, April 5, 12
    • What we do SNS Platform We enable our members to keep up to s nd Sh date with their close circle of friends e ar fri e life ith and connect with other like-minded tw st yle ec co people in a trusted environment. n on nt Live P1.CN C en t Events Magazine We gives them access to international Ex ds pe an Br rie lifestyle experiences, introduce them to nc ith e w Li ct fe top brands, art, fashion, culture and ne st y on les C events. International BrandsThursday, April 5, 12
    • Member Demographics Sex Member Locations Male Female 40% 60% Age <20 4% 20-25 29% Beijing: 39.8% Zhejiang: 2,1% 26-30 42% Shanghai: 19.8% Hong Kong: 2.1% Guangdong: 15.6% Shandong: 1,9% 31-35 16% Sichuan: 2,7% Liaoning: 0,9% >35 8% Chongqing: 2.6% Other: 12,4%Thursday, April 5, 12
    • Updated Website previewThursday, April 5, 12
    • New Mobile app preview • iPhone and Android on the way • Share thoughts, comments and pictures • Chat with your friendsThursday, April 5, 12
    • Social Media & Brands • 81% of Chinese youth check online comments before making a purchase decision • 19% even visit official brand sites, as compared to between 41 and 60 percent in Japan, the US and Europe. • Chinese shoppers reads and posts online reviews at nearly the double rate as in the US.Thursday, April 5, 12
    • P1 and other SNS in ChinaThursday, April 5, 12
    • Key services to clients • Targeted advertising and Brand page • Market research and member surveys • Integrated branding campaign • Upcoming • Virtual catalogues, tagging of brands, e-commerce link • Mobile connectionThursday, April 5, 12
    • Clients and partnersThursday, April 5, 12
    • Targeted advertising case studyThursday, April 5, 12
    • Brand page and EDM case studyThursday, April 5, 12
    • Case Study: Lexus-P1 co-branding event Shanghai Fashion Week Closing Ceremony and After Party Campaign Objective: ! To build awareness for the Lexus to its target consumer through the P1 event- Shanghai fashion week closing ceremony • Over 1200 Guests for fashion show and after party • Guests: VIPs from P1, fashion industry, SH government, and media • Lexus cars placed throughout the venue and interaction with guests Outside Venue Fashion Show w/ Lexus Logo Backdrop Reception and After Party RoomsThursday, April 5, 12
    • Case Study: Lexus-P1 co-branding event Online branding and buzz generating Photos in Feature Gallery on P1 Magazine and Mini Site KOL Blogs Hosted on Mini Site & Magazine Photos of Pre-Show, Fashion Show, and After Party Lexus Mini Site Event Photos Watermarked and Weibo’ed Weibo Posts of Event Photos with Logo Watermark Logo Watermark Lexus Mini SiteThursday, April 5, 12
    • Case Study: La Mer Mini Site Phase 1: Online Pre-Promotion • La Mer Mini Site with videos, product listings, comments, photo galleries • Newsletter sent out before event • Magazine feature about the product and event • KOL blogs • Banners and skyscrapers KOL Blogs and Magazine Feature Newsletter Banner AdsThursday, April 5, 12
    • Case Study: La Mer Phase 2: La Mer Events with P1 VIP Members Event #1: Live Broadcast of La Mer Round Table • 6 P1 KOLs were invited to join a round table discussion hosted by La Mer to discuss skin care and beauty products • Event was broadcast live on P1’s brand page and remained on the brand page afterwards Event #2: World Ocean’s Day • La Mer hosted China’s largest event for world ocean’s day • P1 provided VIP guest list for the event that included 50 P1 members • A Feature Gallery with photographers was created and placed on the front page of the P1.CN Magazine.Thursday, April 5, 12
    • P 1 . C N 1008, North Tower B, SOHO Shangdu, ChaoYang District, Beijing, 100020 China Tel: +86 10 5820 1000 info@p1.cnThursday, April 5, 12