Quelle plateforme de social commerce choisir pour son business en Chine ?

1. 2019

2. ABOUT US
Phoceis, owned by Ineat Group, is a leading social media and social commerce agency in Shanghai.
7offices worldwide in
Paris, Lille, Lyon,
Bruxelles, London,
Montreal and Shanghai
12years of digital expertise in
a wide range from Digital Strategy,
Implementation Advisory to Digital
Marketing optimization
250 experts
globally providing
results-oriented
and innovative
digital solutions
115 satisfied
clients from startups
to international brands
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3. CREATIVITY
TECHNIQUEPERFORMANCE
RESULT-DRIVEN
In China ultra competitive landscape, we insure any of
your investments deliver concrete results and benefit
your sales revenue.
LOCALIZED
Our local experts based in Shanghai guarantee the
relevance of your communitications in China market with
International standards.
INNOVATION FOCUSED
Our in-house tech team is always at the forefront of
technology capabilities for Chinese market.
OUR STRENGHT
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4. CONFIDENTIAL
SOCIAL COMMERCE RECAP
TABLE
OF
CONTENTS
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HOW TO MONETIZE WECHAT
HOW TO MONETIZE LITTLE RED BOOK
DISSIMILARITIES

5. CONFIDENTIAL
SOCIAL COMMERCE
RECAP
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6. CONFIDENTIAL
SOCIAL COMMERCE IN CHINA
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“Digital in China has always demonstrated a close link between social media and ecommerce. Where, in
the West, it has often been challenging to observe a direct link between social media and sales,
in China, social has been a part of ecommerce since the beginning.
From the early days of Taobao (Alibaba), social functions were built-in. The link between social and
ecommerce has only grown more prolific since then.”
Porter Erisman,
Former Alibaba Vice President and author, Alibaba’s World

7. CONFIDENTIAL
THE CONCEPT
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8. CONFIDENTIAL
EMERGING AND MATURE SOCIAL CHANNELS
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Source: Totem Media Report 2019

9. CONFIDENTIAL
MAIN CHALLENGE FOR BRANDS
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Source: Totem Media Report 2019

10. CONFIDENTIAL
HOW TO MONETIZE
WECHAT
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11. CONFIDENTIAL
BEST PRACTICE - MK
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12. CONFIDENTIAL
BEST PRACTICE - MK
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13. CONFIDENTIAL
BEST PRACTICE - MK
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14. CONFIDENTIAL
BEST PRACTICE – KOL SHIFT TO SELLING
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15. CONFIDENTIAL
BEST PRACTICE – PENGUIN GUIDE
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16. CONFIDENTIAL
BEST PRACTICE – SIMON
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Source: Tencent WeChat Go

17. CONFIDENTIAL
HOW TO ADVERTISE
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18. CONFIDENTIAL
HOW TO MONETIZE
LITTLE RED BOOK
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19. CONFIDENTIAL
WHO ARE RED USERS
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Source: WalkTheChat article

20. CONFIDENTIAL
WHAT IS RED
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- Little Red Book or RED is one of the largest and fastest growing social e-
commerce apps in China.
- It describes itself as a sharing platform for young people's lifestyles through deep-
rooted UGC shopping sharing community.
- The platform is designed to help users discover and purchase products, share
recommendations, and provide helpful tips.
- Users often go on Xiaohongshu to investigate products and look for in-depth
reviews and tutorials created by other users.
- Xiaohongshu is as a combination of Instagram and Pinterest. Just like both
platforms, you can save posts you like, interact with content and other users,
create your own content, connect with brand pages etc. But with Xiaohongshu,
you get the added bonus of in-app purchasing, a stronger sense of community,
and more lengthy, detailed blog-post type content.
Source: Red Guide

21. CONFIDENTIAL
WHAT IS RED
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22. CONFIDENTIAL
WHAT IS RED
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23. CONFIDENTIAL
HOW BRAND CAN USE IT
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- Create a Brand Official account to build awareness, interact with users and sell the
products
- Post 2-3 times every week following the content best practices
- Monitor the platform and interact with users on a daily basis
- Hold interactive activities, such as a lucky draw, to catch users attention…
- New function allows brands to display posts from customers and linking and
drawing traffic to the online shop
- Collecting user posts to the official brand page makes them feel noticed and
strengthens their relationship with the brand
- Red requires all the brands who sell in their platform to have storage in China,
except for fashion or luxury products where customers can wait for longer logistics
time.
Source: Red Guide

24. CONFIDENTIAL
ADVERSTISEMENT OPTIONS
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25. CONFIDENTIAL
ADVERSTISEMENT OPTIONS
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26. CONFIDENTIAL
KOL MANAGEMENT
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There are three types of KOLs on the platform:
1. Loyal users of the platform who began sharing their own content and
naturally developed an audience
• These influencers, no matter micro or top-tier, are likely to to have deep
understanding of the platform and a strong connection to their audience
2.Influencers from other platforms such Weibo and WeChat
• Growing numbers of established influencers are witnessing the
growth of Xiaohongshu and have opened accounts on the
platform.
• The benefit to working with them is that they can post content
for one campaign across a number of platforms; however
unless they’ve been on Xiaohongshu a long time, they may not
be as effective as a ‘homegrown’ influencer
3.Celebrities
• This year many celebs, both Chinese and Western, have
joined the platform
• Chinese celebs use it as a way to get closer to fans, content is
generally more behind the scenes and casual than content on
their Weibo accounts
Source: Red Guide

27. CONFIDENTIAL
DISSIMILARITIES
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28. CONFIDENTIAL 28
Source: Red Guide

29. LifestyleLuxury
Fashion & Cosmetics
CONFIDENTIAL

30. CONFIDENTIAL
WeChat Official Account
Official Website
www.phoceis.asia
Tel: +86 182 21 14 76 26