Qumin has presented what they are currently doing for Regent Street Association to attract more Chinese shoppers to shops within the area. This involves a mixture of Chinese web presence, focused social media activities on Chinese only platforms - Western platforms such as Facebook, Twitter are banned in China and China has its own popular social platforms. As we (RSA) are building a collective web presence to drive Chinese digital traffic to, it was recommended that brands also build their own Chinese language micro-site, so we can drive traffic from the RSA website to specific brands and further help Chinese shoppers to purchase. It was also highlighted that Brands must build brand awareness digitally, the best way to reach Chinese consumers, they have the highest social engagement and spend the most time online than anyone else in the world. Brand awareness and social recommendations are the top two factors when they are making a purchase decision.

1. Regent Street

2. About Qumin
First movers:
Qumin, or 趣民 (choo-min), means interesting people and that’s just who we are. As the first Chinese full-service
digital agency in the UK, we’ve learnt the lessons that only experience brings and taken many interesting people
with us along the way.
Our team:
Qumin have the largest talent pool of China-focused digital marketeers in Europe, and our workforce is over 5 times
the size of our closest competitor. All of our staff are either Western-trained Chinese natives, or market leading
Western industry experts (many of whom are bilingual).
Growing the market place:
As the biggest purely Chinese digital marketing agency in Europe. We have worked tirelessly with our partners to help
the industry in the UK via consultation, events, digital campaigns, and China focused social and search technology
innovation. The market is now filled with like-minded people all with long-term China vision.
Our vision:
We don’t just want to focus on digital campaigns, our vision is to redefine and constantly raise the bar on China-
European trade. Opening up the opportunity for Chinese and Western businesses to prosper increasing the choices
and experiences for Chinese consumers.

3. Who we work with

4. Chinese shopper in the UK
 Chinese shoppers are 2nd only to the Middle East in terms of
spending on British high streets.
 They have an average spend of £663 per transaction, with
European luxury goods being 20-30% cheaper in the UK as
a key driver for this behaviour.
 Chinese visitors spend on average three times more than
any other nationality on luxury goods while visiting London.
 UK China Visa Alliance has implemented the application
process for Chinese to visit the UK.
 Chinese travelling abroad increased from 10 million in 2000
to 83 million in 2012.

5. Chinese shopper in the UK
 Very digital
 Do a lot of research before purchase
 Brand power is one of the top factors
affecting purchase decision
 O2O

6. Social Media Platforms

7. Platforms and Users

8. How to Capture this Chinese Market
 Chinese web presence:
– Hosted in China for optimal download performance
– Developed & designed for the Chinese audience
 Chinese social platform presence:
– Have a strong presence on localised platforms, specifically Weibo and WeChat
– Regularly post Mandarin content tailored for the Chinese audience
– Leverage local Chinese influencers to amplify your message

9. What is Qumin doing for Regent Street
 Qumin is designing and developing a Chinese microsite for
Regent Street Association
 This is based on the current Regent Street Online
 Qumin have set up Official & Verified social media accounts for
Regent Street Association on Weibo & WeChat
 Qumin is managing the delivery of Chinese content on these
networks and interacting with the Chinese audience in China
and the UK.

10. Thank you.