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

Published in: Business, Design
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  1. 1. P 1 . C N CONNECTING THE EXCEPTIONALThursday, April 5, 12
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. Updated Website previewThursday, April 5, 12
  8. 8. New Mobile app preview • iPhone and Android on the way • Share thoughts, comments and pictures • Chat with your friendsThursday, April 5, 12
  9. 9. 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
  10. 10. P1 and other SNS in ChinaThursday, April 5, 12
  11. 11. 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
  12. 12. Clients and partnersThursday, April 5, 12
  13. 13. Targeted advertising case studyThursday, April 5, 12
  14. 14. Brand page and EDM case studyThursday, April 5, 12
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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