China E-Commerce & Social Media Customer Behavior Overview
China e-commerce andSocial MediaCustomer behaviorOverview
China is set to become the world’s next e- commerce superpower to become the largest online commerce market in the world:> estimated market size of $300 billion.> By 2015 reaching 44 percent of population> shoppers in China will grow to 329 million.
Much younger, on average, than their Westerncounterparts — have different expectations,preferences and patterns of behavior.
Chinese consumers are still price-sensitive and havepoor loyalty towards brands
High-spending consumers are looking for must-have seasonal items that aren’tavailable elsewhere, a growing demand for niche labels
Consumers in China have a lowerbaseline knowledge of fashion productsand are ravenous for informationan opportunity for retailers to engagethem more frequently with content andadvice
Conversation is the key to good performances on Sina Weibomore than 130,000 brands are active on Sina Weibo
As on Facebook using Sina Weibo luxurybrand can educate customers to the brandvalueE.g. make-up advice, influence about haute couture products, sharingcatwalk, events and backstage photos, brand content, sweepstakes
Reward VIP customers or fun to create a real engagement
Lancome share interesting tips aboutmake-up and personal style, and educate consumers on how to choose and use products to get the perfect look
Louis Vuitton chose to focus on high- standards, sharing high-quality videos,pictures and previews of their classy events. Integrating Weibo with the Youku video platform
The fashion magazineELLE China frequently involves the community on the social network inchoosing which star orwhich model to put inthe cover for the next issue.
Burberry ask questions and organize polls related to the brand and to consumers’ lifestyle, and – most important thing – they listen to their online communities, often re-sharing contents that their follower post
“It’s all about involving them every single day” Jeff Yurcisin, manager at Shopbop.com
THANKSMy Blog: www.womarketing.comTwitter: @womarketingTo learn more about Sina Weibo: http://bit.ly/IBYuslExternal Sources: http://www.labbrand.com / http://www.businessoffashion.com/
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