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China e-commerce and

Social Media

Customer behavior Overview

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China is set to become the world’s next e-

commerce superpower to become the largest

online commerce market in the world:

> estimated market size of $300 billion.

> By 2015 reaching 44 percent of population

> shoppers in China will grow to 329 million.

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Much younger, on average, than their Western

counterparts — have different expectations,

preferences and patterns of behavior.

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Chinese consumers are still price-sensitive and have

poor loyalty towards brands

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High-spending consumers are looking for

must-have seasonal items that aren’t

available elsewhere, a growing demand

for niche labels

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Consumers in China have a lower

baseline knowledge of fashion products

and are ravenous for information

an opportunity for retailers to engage

them more frequently with content and

advice

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BUT

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Chinese shoppers trust information and

recommendations from their peers on

blogs, social networks and user review

sites far more than official brand

communications

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Chinese consumers will become loyal to

an e-commerce company because of

high quality service

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Social Media as a Customer Care

and influence platform

conversation is the key to good performances

Customer Insight

Brand Awareness

Integrated

Interaction

Digital Consumption

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Sina Weibo is the right place where to

structure the brand communication

with high possibilities of success in

terms of engagement.

More than 300 million users

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Sina Weibo is already part of Chinese pop-

culture thanks to celebrities presence

Digital Influence

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Conversation is the key to good

performances on Sina Weibo

more than 130,000 brands are active on Sina Weibo

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As on Facebook using Sina Weibo luxury

brand can educate customers to the brand

value

E.g. make-up advice, influence about haute couture products, sharing

catwalk, events and backstage photos, brand content, sweepstakes

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Reward VIP customers or fun to

create a real engagement

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Lancome share interesting tips about

make-up and personal style, and educate

consumers on how to choose and use

products to get the perfect look

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Louis Vuitton chose to focus on high-

standards, sharing high-quality videos,

pictures and previews of their classy events.

Integrating Weibo with the Youku video

platform

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The fashion magazine

ELLE China frequently

involves the

community on the

social network in

choosing which star or

which model to put in

the cover for the next

issue.

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Burberry ask questions and organize polls related to

the brand and to consumers’ lifestyle, and – most

important thing – they listen to their online

communities, often re-sharing contents that their

follower post

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“It’s all about involving them every

single day”

Jeff Yurcisin, manager at Shopbop.com

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THANKS

My Blog: www.womarketing.com

Twitter: @womarketing

To learn more about Sina Weibo: http://bit.ly/IBYusl

External Sources: http://www.labbrand.com / http://www.businessoffashion.com/