China is seen as a land of limitless opportunities. While the number of luxury brands on WeChat has grown by 87% over the past 2 years, the industry still has much work to do when it comes to reaching Chinese consumers. According to L2’s recently released China luxury “Digital IQ Index,” 92% of global luxury brands now have a WeChat account, marking a dramatic surge since 2014, when only around half of all brands had joined the platform. The massively popular messaging app is now on par with Weibo, which features accounts for 94% of luxury brands.

1. LUXURY ON WECHAT

2. INTRODUCTION
• Number of luxury-related WeChat accounts have grown by 87% over the past 2 years
• According to L2’s Digital Index, 92% of global luxury brands have a WeChat account
• 77% opt for feature-friendly WeChat accounts but less than 10% in fashion, watches
and jewellery related brands have links to e-commerce and WeChat payment

3. MEETING THE “HENRY”
“High Earners, Not Rich Yet”
New demographic segment which represents the rising,
young professionals who can afford to buy luxury goods and afford frequent travels

4. “So, how do we target the HENRYs”

5. 1. Send targeted messages
• Transition from “one to many” communication e.g. Weibo to “one to
one” communication such as WeChat & KakaoTalk
• Perform database segmentation and offer tailored-made push
messages

6. 2. Communicate less, but better
• Focus on editorial quality - 4 messages a month on Service Account so quality counts!
• Increase pull market activities e.g. mini-sites with add-on features such as e-commerce
GPS store locator etc
• Connect offline retail experience with online day-to day engagement - O2O can also mean
offline to online acquisition. Brands can recruit from offline channel e.g. events & stores to
keep in touch with members via WeChat

7. • Messaging apps are turning from a social media tool to a CRM tool
• The importance of social CRM is evident as 20% of your customers make up 70% of your
revenues
• To reach Chinese HENRYs, marketers need to achieve a balance between push and pull
marketing, increase the impact of a message by playing with frequency, timing and content
quality
The Rise of Social CRM
Connect
ListenEngage

8. Why are beauty brands
more advanced on WeChat?

9. • Shorter product life cycle -
Larger database of followers -
easier for brands to do CRM
binding
• By binding personal information
e.g. mobile number and email,
users will be able to gain
insights into consumer
behaviour and send targeted
messages
KOL & SHARING
OTHERS
MENU & MESSAGE
PV’S - UV'S
KEYWORDS
STORE
RECRUITMENT
CONTENT INTEREST
ONLINE / PRINT / EVENT
RECRUITMENT
TRAVELING
GENDER
LOCATION
LANGUAGE
DEVICES
Whe
re to
find
a
stor
e?
You
can
che
ck
our
LBS
func
tion
s
Larger database - CRM Binding

10. Standard User flow 1
Sally follows Brand A WeChat account - She receives daily content pushes,
updates and special discounts, frustratingly, in every city but her own
Standard User flow 2
John follows Brand B WeChat account - He receives curated content once in a
while based on his location, interests and user profile. Recently, John received
a special Shanghai-based store invite to view the latest menswear collection
“Which is a better content strategy?”
Content Strategy

11. Getting Started on WeChat

12. 1. Implementing unique QR codes over different customer touch points
such as stores & events etc. By implementing unique QR codes, we are
able to track various insights such as store’s performance
2. Social CRM plugin allows target by
recruitment channel, content interest,
level of activity and social influence
How to segment your audience and target better?

13. Targeting your active followers and offering them loyalty benefits
Attain more information through pushing out WeChat surveys
Taking to the next level

14. The 3:1 Ratio
• Targeting users by recruitment
channel is only limited to service
accounts
• We suggest 3:1 ratio - 3 general
content messages and 1
customised message push

15. HOW TO MAXIMISE
WECHAT PAGES FOR HTML5 CAMPAIGN

16. Use of H5 to create aesthetically pleasing exhibitions e.g.
product catalog, shop tour and e-book
1. Exhibition

17. • Increase gamification flow e.g. mini games
• Creative interactive campaigns to increase user generated content
and social sharing
2. Engagement

18. • Creating H5 campaigns to collect target audience information that can
be used for RSVPs, CRM binding and hiring
• Important to look at relevant metrics for various KPIs
e.g. growth of fanbase for exposure-related KPIs
3. Information collection

19. 7 TIPS TO INCREASE
ENGAGEMENT IN YOUR H5
CAMPAIGNS

20. Visually appealing content improves brand impression and helps to absorb
consumer’s attention. Smooth user flow is important for higher conversion
rate
A good way to create emotional links with customers. Chinese youths
are looking for brands which represent their attitudes and lifestyle
1. Visually appealing
2. Storytelling

21. Direct a clear entrance to H5 page - low engagement is due to particular lack
of clear entrance to H5 campaign and benefits of participating
Execute a well integrated digital marketing strategy. Drive traffic to
WeChat H5 campaigns through QR code placement
3. H5 Direction
4. Multi platform

22. Publish on weekdays rather than weekends. Publishing during user-inactive
hours results in lower response
Use H5 pages to increase visitor engagement. Remember placing QR code at the end
of H5 campaigns can help to boost engagement. Well crafted H5 pages can also link
users to other social e-commerce platform
5. Timing
6. Driving traffic

23. Data is king. H5 campaigns are a useful way to obtain user data for user
segmentation and further communication. Brands can utilise active and
influential users to become their ambassadors
7. Data tracking

24. THANK YOU
@CuriosityChina
@CuriosityChina奇智
睿思
@CuriosityChina