FRED China WeChat Communication Plan 22Jan2016外文翻译.pdfVIP

FRED WeChat Communication Plan 2016 Prepared By Nurun China, Jan. 2016 Proprietary Confidential 1 Agenda Why WeChat? KOL Strategy •  Luxury and Social Media •  KOL Plan •  WeChat vs. Weibo •  KOL Measurement The How-to Guide •  Social Trends •  Who is our target audience? •  WeChat Strategy: Recruitment Maintenance •  Eco-system •  Content Plan 2016 Proprietary Confidential 2 Why WeChat? Proprietary Confidential 3 Luxury and Social Media at a Glance Each luxury consumer is a digital user. Highly digitalized. Almost all luxury consumers have 1 or more smart phone. Globally, the coverage is 95%. Social media savvy 80% of them use Instagram, WeChat, Facebook, Twitter and other social media platforms monthly; 50% of them use them weekly; Over 25% use them daily. 2/ 3 of the surveyed share on social media (share photo/video, write reviews, repost others’ content) on a monthly basis, 15% daily. Utilizing of all touch points to communicate with consumers They are influenced by 21 touch points in decision process: 11 offline (eg. print media, store experience), 10 online (search, social media, online brand shop). On average, 1 out of 5 luxury consumer is in contact with all 21 touch points. Chinese luxury consumers are influenced by 13 touch points in their decision process. Ref: McKinsey 2015 Luxury Digital Experience Report