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Social Branding for Luxury in China (L'Atelier Presentation)
The document discusses the importance of social media for luxury brands in China, emphasizing the challenge of maintaining exclusivity while achieving digital accessibility. It outlines the agenda for an event organized by L'Atelier BNP Paribas that includes discussions on social influencers, marketing strategies, and engaging effectively with audiences. Key topics include the balance between convenience and experience in luxury branding and the emerging role of selective online content and communities.
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Social Branding for Luxury in China (L'Atelier Presentation)
- 1. Social Branding forLuxury in China Connecting your luxury brand to China’s social influencers Organized by L’Atelier BNP Paribas In partnership with P1.CN & SAME SAME
- 2. Why luxury brandscannot miss the social media wave Patrice Nordey CEO L’Atelier (Shanghai) Ltd. BNP Paribas Group
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- 5. Exclusivity versus Accessibility While luxury brands needs exclusivity, digital is by definition an accessible channel. All luxury communications fall somewhere in the spectrum between accessibility and exclusivity Luxury brands must, by definition, be exclusive. However, their value must be recognized and desired even by those who cannot attain it. Awareness of the brand’s Achievement of the brand’s promise is accessible promise is exclusive FROM In addition to the role of digital communications in driving accessibility and awareness, some luxury brands are beginning to offer selective online content, services and communities to their customers Closed communities and selective content can drive the brand’s sense of exclusivity TO Source: Digital Strategies for Luxury Brands, Publicis
- 9. Convenience versus Experience Internet is Convenient but Cold and not glamorous
- 10. Convenience versus Experience Becoming more emotional
- 11. Convenience versus Experience Becoming more glossy
- 12. Convenience versus Experience More immersive experiences Using video content http://www.louisvuittonjourneys.com
- 13. Open questions fortoday
- 14. Who are thesocial influencers in China? How to engage them? What are the best strategies to leverage social media?
- 15. Agenda 18:30 - 19:00Welcome drink & Networking 19:00 - 19:30 Why luxury brands cannot miss the social media wave Patrice Nordey, CEO, L’Atelier (Shanghai) Ltd. - BNP Paribas Group 19:30 - 19:50 Partners introduction Sophia Pan, COO & Founder, P1.CN Michel Campan , Managing Partner, SAME SAME 19:50 - 20:10 What affects social influencers’ lifestyle choices and how to engage them Ann Wang, Business Development Director, P1.CN 20:10 - 20:30 How luxury brands have adapted their marketing strategy to social influencers Victor Yang, General Manager, SAME SAME 20:30 - 21:15 Round Table: discussing the impact of social media for luxury brands in China Special guest: Rachel Zhu, Marketing Manager, Chaumet From 21:15 Dinner & Networking
- 16. Sophia Pan COO & Founder, P1.CN Michel Campan Managing Partner, SAME SAME
- 17. What affects socialinfluencers’ lifestyle choices and how to engage them Ann Wang, Business Development Director, P1.CN
- 18. How luxury brandshave adapted their marketing strategy to social influencers Victor Yang, General Manager, SAME SAME (China)
- 19. Round Table: The impactof social media for luxury brands in China Special guest: Rachel Zhu, Marketing Manager, Chaumet
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