L’Atelier, in coordination with P1.CN and SAME SAME, organized a conference last March 8 entitled “Social Branding for Luxury in China” . This event mainly targeted luxury brands which recognized the need to change with the digital landscape and make better decisions on how to engage China’s affluent consumers through social media.

1. Social Branding for Luxury 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 brands cannot
miss the social media wave
Patrice Nordey
CEO
L’Atelier (Shanghai) Ltd.
BNP Paribas Group

3. Video

4. The challenges

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 for today

14. Who are the social influencers in China?
How to engage them?
What are the best strategies to
leverage social media?

15. Agenda
18:30 - 19:00 Welcome 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 social influencers’
lifestyle choices and how to
engage them
Ann Wang, Business Development Director,
P1.CN

18. How luxury brands have adapted
their marketing strategy to social
influencers
Victor Yang, General Manager,
SAME SAME (China)

19. Round Table:
The impact of social media for
luxury brands in China
Special guest:
Rachel Zhu, Marketing Manager,
Chaumet

20. Closing remarks

21. Thanks!