ECCO 2015 Full Year Retainer Report初版 (备份).pptx

ECCO 2015 Full Year Retainer Report;Overall Strategy ;Overall clippings (Retainer) Equivalent PR value RMB 127,407,135 AD value RMB 50,962,854 ;Shanghai Style 上海服饰 ;Above figures are updated to 30 Jun, 2015;Category;;Category;Compared with SS14, we did not perform well on PR. Both clipping number and PR Value relatively decreased. Here are several reasons caused this including: 1) less investment on media cooperation (advertiser of a media will get more benefits on exposures); 2) less celebrity resources can be leverage; 3) less roadshow with celebrity attended for media pitching and exposure; 4) no representative event like WIS Event;;Platform;Corporate;Brand Story;Platform;Leather;Platform;Corporate Interview;Up to now, there are 7 business interview coverage generated from Global Entrepreneur, Metro Weekly, O, Y, Modern Lady, Shanghai Style and CEO World. And two video sharing website and 17173. have reposted the interview from Y. The total PR value reaches up to RMB 7,911,250. Global Entrepreneur: Global Entrepreneur is a business magazine featuring business and internationalization, focusing on reports of international companies in China and local companies with nationalization strategy. It published a 1P interview article for ECCO by interview Mr. George Kahwati, referring to different aspects, including brand development management, brand ambassador, brand feature, ECCO e-commerce, CSR program and etc. The PR value reached RMB 75,000. ? Metro Weekly: Metro weekly is a DM magazine which is regarded as the most popular shopping guide among Shanghai. The magazine totally published 1P for ECCO, focusing on the Jonas Olsson, the designer of ECCO Leather goods and also including the history, corporate culture and the development of ECCO. The PR value reached RMB 375,000. ? O: Onlylady is the first vertical fashion website focusing on Chinese female. There are 5P coverage developed for ECCO Leather goods by interview Lindsay Campbell, the head of ECCO Leather go