LAUNCH TO CHINA: O N E Y E A R C O M M U N I C AT I O N S T R AT E G Y - Build brand awareness among Chinese consumers in the UK. - Increase social media engagement in the UK by 20% by FY end 2019. - Establish social media presence in China.* - Increase website traff ic.* - Boost overall sales by 7% by FY end 2019.
82%
of Chinese consumers believe Western brands are as desirable as ever
49%
31%
seek experience
QUALITY 69%
luxury shopping (Rogers, 2017)
“3/4
TOP 3 INFLUENCES ON THE LUXURY PURCHASE
of Chinese luxury spending now happen overseas, according to Vinkenborg” (Suen, 2018)
COMFORT 47%
BRAND NAME 41%
90% learns about new brands through social media
“While there is an older generation looking to interact with consumer brands, Chinese millennials are interacting with destination and experience-led brands.” (Rogers, 2017)
53%
78%
of participants stated they like including digital experience when purchasing luxury goods in-store.
61%
47%
JANUARY - JUNE 2019
J U LY - D E C E M B E R 2 0 1 9
ENGAGEMENT FOCUS
#
CHINA FOCUS “The feedback (...) suggests brands should promote other aspects of British life and culture, not just shopping.” (Rogers, 2017)
# CHINESE NEW YEAR
JAN | FEB | MAR | APR | MAY | JUN | JUL | AUG | SEPT | OCT | NOV | DEC
V I D E O C A M PA I G N
79%
>
of consumers prefer to learn about a product through video rather than text (Wyzowl, 2017)
GOLDEN WEEK
TOP Europe destination in 2018.
(Halliday, 2018)
1.87bln
individuals worldwide will use a mobile phone to watch digital video in 2018. (BoF Team, 2018)
URBAN EXPERIENCE IN-STORE SENSORY EXPERIENCE
(Harashima, 2018)