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MCM China Phase 1 China Luxury Digital Playbook No ordinary love – the changing relationship between brands and Chinese millennials Tencent x BCG luxury consumer insight study Tencent data Consumer survey Data source Tencent DMP Tencent platform users’ survey responses 1.8mn Chinese luxury consumers 2620 consumers Sample size (customized BCG x Tencent tags) (luxury buyers in past 12 months) Key outputs Luxury consumer profiling Luxury touchpoints and purchase pathway 1 Copyright © by 2017 The Boston Consulting Group, Inc. All rights reserved. Chinese luxury consumers to drive global luxury growth Chinese personal luxury market to grow at 6% CAGR 40% of global true luxury market will be in China € billion, retail value € billion, retail value 162 409 +6% 31% 327 +4% 105 247 98 95 28% 27% 28% 222 69% 40% 72% 73% 73% 32% 162 105 2015 2016 2017 2024F 2017 2024F True luxury Accessible luxury 70% of global growth 1. Monthly household disposable income >23k RMB in 2016 prices Note: Chinese includes purchases abroad; personal includes leather accessories, apparel, watches and jewelry and perfumes and cosmetics 2 Copyright © by 2017 The Boston Consulting Group, Inc. All rights reserved. Source: BCG Luxury Market Model 36% 32% 28 Average 13% Age 8% 6% 6% <18 18-24 25-30 31-35 36-40 41+ TGI1 47 148 140 111 88 24 They are very 63% 16% young, better Education 12% 8% educated, Primary school High school College degree Graduate or Ph.D more female TGI1 100 145 321 505 71% 29% Gender Male Female TGI1 54 176 1. TGI measures whether the group is over or under represented compared to the general population (base = 100) 3 Copyright © by 2017 The Boston Consulting Group, Inc. All rights reserved. Source: BCG X Tencent Luxury Study, 2018 Over 50% of luxury consumers live beyond top 15 cities % of luxury City tier consumers # of cities Top 4 20% 4 Shandong Tier 1 22% 11 Jiangsu Sichuan Zhejiang Tier 2 22% 32 Luxury consumers 7%+ Guangdong 5-7% 3-5% Tier 3 1-3% 36% 2,158 0-1% and below Source: BCG X Tencent Luxury Study, 2018; BCG MAC database 4 Copyright © by 2017 The Boston Consulting Group, Inc. All rights reserved. They are attached to mobile app throughout the day % of luxury users logged onto Tencent apps throughout the day Daily ‘mobile’ time per user (min) 0:00- 8:00- 16:00- 100% 8:00 16:00 24:00 WeChat 87 +QQ Mobile 45 games 50% Tencent 30 News Tencent 27 Music 0% Tencent 18 Video News Video Music 5 Copyright © by 2017 The Boston Consulting Group, Inc. All rights reserved. Source: BCG X Tencent Luxury Study, 2018 Luxury purchase pathway is highly fragmented … Discovery Research Purchase Payment Delivery After sales Source: BCG X Tencent Luxury Study, 2018 6 Copyright © by 2017 The Boston Consulting Group, Inc. All rights reserved. … driving shift of luxury from offline to online Online Offline Total mix Research Purchase Research Purchase % of purchase by channel vol. vol. vol. vol. Offline1 Traditional Luxury 100% 2012 Brand highly rely on physical presence Online 0% Offline1 Digital Luxury 1.0 95% 2017 Traffic shift from offline to online channel Online 5% Offline1 Digital Luxury 2.0 85-90% 2023 Traffic conversion uplift Online as on/offline integrates 10-15% 1. ~1/3 of offline purchased volume comes from ROPO (research online purchase offline) Bubble size = Traffic volume (consumer) 7 Copyright © by 2017 The Boston Consulting Group, Inc. All rights reserved. Over 50% of luxury consumer attention online, mainly mobile super APP Chinese KOL important touchpoint to reach luxury consumers Brand Official Account becoming an impactful way to 6 reach and engage trends re- defining the Research online purchase offline (ROPO) is the dominant purchase pathway rule of game Low-tier luxury consumers active in digital; cluster- based targeting more effective to reach them Marketplace dominates luxury e-commerce, yet social-linked shopping rapidly emerging 8 Copyright © by 2017 The Boston Consulting Group, Inc. All rights reserved. 1 Over 50% of luxury consumer attention is online, mostly on mobile … Earned Traditional Discovery touchpoints by consumer attention traffic: 18% media: 3% Organic Online/mobile traffic: 29% 3% 4% Offline 14% Other digital media traffic: 26% 29% 100% Social content 7% traffic: 24% 8% 11% 12% 12% KOL (on Brand Social Brand web Digital Third-party EC Store Offline word- Online word- TVC/Print/ Total WeChat Media (WeChat and mini- impression- of-mouth of-mouth Event/OOH and Weibo) and Weibo) program based advertising1 1. Primarily Moments ads and OTV ads 9 Copyright © by 2017 The Boston Consulting Group, Inc. All rights reserved. Source: BCG X Tencent Luxury Study, 2018 1 … attention focuses platform consolidated by super APP Dominance of mobile time by Tencent WeChat Social Weibo QQ 2017 share of time spent on smartphones (%) Mini-program Tmall E-com Store Taobao Tencent News & info Weibo Baidu News Tencent Facebook 50% 22% Baidu Music QQ Music Xiami Music Music Tencent OTV Youku iQiyi Video China US e.g. Honor Games of Kings 10 Copyright © by 2017 The Boston Consulting Group, Inc. All rights reserved. Source: BCG China Internet Trends Report 2 Chinese KOLs important touchpoint to reach luxury consumers Top 30 Tencent KOL accounts by % of followers among luxury users 11% 10% 10% 1 2 3 Gogoboi Becky’s Fantasy Mr. Bags Average: 3.2% 1 2 3 • While top KOLs have widest reach, they are not necessarily followed or liked by your target consumer • Brands should work with Tencent’s analytics to identify which long-tail KOLs are most relevant 11 Copyright © by 2017 The Boston Consulting Group, Inc. All rights reserved. Source: BCG X Tencent Luxury Study, 2018 3 Brand Official Account becoming an impactful way to reach and engage Average views per Official Account article (indexed) • ~20k views per article on average, though top brands' articles can hit >100k views • Brands can invest resources to make content more engaging, and/or co-develop new content formats with Tencent Note: Average views of last 3 articles on WeChat Official Account 12 Copyright © by 2017 The Boston Consulting Group, Inc. All rights reserved. Source: Brand accounts on WeChat, BCG analysis 4 ROPO is the dominant purchase pathway Our observations 58% • ROPO relevance driven by: ROPO – New luxury buyers 12% 100% educate themselves 3% 26% online before entering store – ~45% of online-inspired 32% consumers buy abroad due to pricing and/or lack of stores 8% 20% • Online solo to grow as EC platforms in China further develop luxury offering Store solo Store solo ROPO – ROPO - Showrooming Online-solo Total (e.g. Tmall Luxury Pavilion, - domestic - abroad1 China abroad1 JD Toplife) 1. Researched Online, Purchased Offline Source: BCG X Tencent Luxury Study, 2018 13 Copyright © by 2017 The Boston Consulting Group, Inc. All rights reserved. 5 Digital is crucial to reach and convert consumers living in lower tier cities Consumers by city tier Consumer journey type Top 4 and Tier 1 Tier 2 Tier 3 and below ROPO 64% 56% 51% (research online, purchase offline) Pure offline 28% 29% 27% Pure online 8% 9% 16% Showrooming 1% 5% 6% (research offline, purchase online) Note: Abroad purchases includes asking friends/family to purchase abroad 14 Copyright © by 2017 The Boston Consulting Group, Inc. All rights reserved. Source: BCG X Tencent Luxury Study, 2018 5 Location-based cluster approach helps amplify brand marketing reach Chuzhou (Tier 5) is less than 20 mins train to Nanjing (Tier 1), I travel there to buy luxury Shenyang Beijing goods several times a year Tianjin — 28 years old, Chuzhou Xi'an Nanjing Suzhou Wuhan Hangzhou Chengdu Chongqing Consumers from Liaocheng (Tier 4) typically go to Jinan (Tier 2) for luxury goods. Therefore, City categories we only do marketing in high-tier cities Emerging Guangzhou Shenzhen Top Tier — Luxury brand Sales Manager Cluster Note: 18 official clusters defined by Gov based on proximity and intensity of economic activities 15 Copyright © by 2017 The Boston Consulting Group, Inc. All rights reserved. Source: BCG MAC database 6 Marketplace dominates luxury e-commerce, yet social- linked shopping emerging fast Generalist Mono-brand Social media Luxury Online Off price marketplace website linked sales multi-brand flash sales e-tailer (e.g. T-mall, Ali (e.g. WeChat) (e.g. NAP, Farfetch) (e.g. VIP) Pavilion, JD, JD Toplife) 51% 23% 11% 8% 7% N/A 23% 33% 2% 32% 4% 6% Source: BCG X Tencent Luxury Study, 2018 16 Copyright © by 2017 The Boston Consulting Group, Inc. All rights reserved. Over 50% of luxury consumer attention online, mainly mobile super APP Chinese KOL important touchpoint to reach luxury consumers Brand Official Account becoming an impactful way to 6 reach and engage trends re- defining the Research online purchase offline (ROPO) is the dominant purchase pathway rule of game Low-tier luxury consumers active in digital; cluster- based targeting more effective to reach them Marketplace dominates luxury e-commerce, yet social-linked shopping rapidly emerging 17 Copyright © by 2017 The Boston Consulting Group, Inc. All rights reserved. Online to offline Offline to offline Online to online Social gifting SCRM tools Online sales platform Social-linked gift cards and coupons ‘Wechat For Work’2 Wechat store, mini-program KOL amplification New retail application Personalized online offerings E.g. Online celebrities as SA A broad LBS ads/shopper instant discounts Scan and go/order Targeted messages in Wechat OA range of tools LBS Moment Ads Offline engagements Online content and re-defining the social marketing O2O gamification/engagement rule of the game Instore tournaments Wechat OA articles, E.g. O2O treasure hunt game1 /interactive screen mini programs Impression-driven marketing tools: QQ Music, OTV, etc.
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