DOCSLIB.ORG

Curiositychina Monthly Insights Report November2019

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Curiositychina Monthly Insights Report November2019 Monthly Insights Report November 2019 Edition TABLE OF CONTENTS Industry Insights • Tmall Double11 Shopping Festival Spotlight Cases • KKW Perfume • Valentino • GUCCI • Farfetch • Baccarat • Rosewood Industry Insights INDUSTRY INSIGHTS - Alibaba Double11 Shopping Festival • Alibaba 2019 Double11 Shopping Festival generated RMB 268.4 billion of gross merchandise volume (GMV) • The sales marks an increase of 26% compared to 2018. • Top selling fashion brands included: Estée Lauder, Gap, H&M, L’Oréal, Levi’s, MUJI, Nike, The North Face, Under Armour, and Uniqlo. Spotlight cases CASE STUDY - KKW fragrance 11.11 campaign Kardashian Livestream connect with VIYA • Kim Kardashian joined the Tmall 11.11 campaign to livestream with top taobao live streamer VIYA. • 15,000 bottles KKW fragrance were SOLD OUT VIYA Kardashian in minutes and the livestream reached 11M+ view. CASE STUDY - Valentino • Valentino latest ‘DAYDREAM’ collection debuted at the Aman Summer Palace in BEIJING. • According to Valentino CEO Stefano Sassi, Greater China represents the LARGEST share of Valentino retail turnover at around 50%. CASE STUDY - Valentino Celebrity attendance Celebrity (Actor, Actress, Model, Idol ) in China, Korea, Japan were invited to the show. The event was well-received by netizens as it demonstrates Valentino’s respect for the local market Liu shihsi Koki Wu xuanyi Shu qi Zhang yixing Fan Chengcheng Rose Lee Dong Wook CASE STUDY - Valentino Top KOL attendance 40+ China top influencer also attended the show, and created high quality content about Valentino show to drive buzz Fil Dipsy Gogoboi Xavier HannaSi CASE STUDY - Valentino 3D Online Shopping (Limited Time Valentino partnered with Tmall Luxury Pavilion 3D Online Shopping to develop an immersive shopping experience. Online shoppers were invited to explore the virtual store and then purchase the products in just a few clicks. CASE STUDY - Valentino Offline Store offers a diverse product selection By offering a wide range of products in their offline store, Valentino attempts to appeal to a younger customer. Products range from fragrance to mahjong and pet supplies. Case Study - GUCCI • GUCCI team up with TENCENT to produce a series of videos for the new Watches and Jewelry campaign. • The “GUCCI inspiration map” series featured 8 influential Chinese artists singer, actor, idol ,curator) who were invited to explore the cultural connotation behind GUCCI, and showcase brand’s core value of cultural diversity and self-expression. Case Study - GUCCI Video Content featuring influential Chinese artists Li yuchun Ni ni Yang chaoyue Lai guanlin Wu lei Hacchi Zhou zhennan Song yanfei Case Study - GUCCI WeChat ecosystem including Moments ads / Dedicated landing page/ E-commerce WeChat Moments ads WeChat Landing Page Link to EC-Mini program Explore Inspiration Map Gucci Brand Story Case Study - Farfetch 11.11 Campaign Farfetch participated in the 11.11 shopping festival on the JD APP & flagship store with a 22% off discount code. Mechanism • Content: Create local content with influential artist to resonate with audience and seed product through Farfetch official Weibo and WeChat of Private Client team. • Media: Reach target consumers via Multi-screen APP Launch Adscovering Music/Video/Photo/News/Sports/ Browser/Entertainment app Result • WeChat Impression52,700+ • Weibo Impression(include ads)69,900,000+ Key Takeaway: • Over 40 luxury brands actively participated in Double 11(11/11) festival ,brands are competing each other for traffic. • Farfetch leveraged new form of media buy to reduce cost and gain consumers’ attention effectively. • Local generated content can help consumer understand and resonate with brand. Case Study - Farfetch Local Content Production Local content production • Farfetch shot concept videos with influential artists (actor, director, idol, fashion KOL) to endorse #style# (community style) • The content was shared across Farfetch China app, Weibo, WeChat, and promoted using Multi screen open ads to resonate with local audience Case Study - Farfetch Product Seeding Farfetch seeded product via Weibo & private client WeChat Celebrity Xiao Zhan during 11.11 performance Sold out on Farfetch Farfetch weibo seeding Farfetch Private Client seeding Case Study - Baccarat Popup Exhibition in Shanghai Baccarat imported 400 legendary collections from France, for the largest overseas art exhibition in the brand’s +250 year history Mechanism • A combination of WeChat media buy and KOL activation on Weibo, WeChat, RED • Tickets promoted via the Maoyan app. Result • 61 KOLs engaged free of charge • Engagement for Weibo : +2200 Key Takeaway: • Art exhibition can enhance brand authenticity and show brand heritage while offer better experience to users. • Cooperation with local media and KOL for high quality content generation will be easier to seed and resonate with consumers, also optimize content for SEO. Case Study - Baccarat KOL Seeding Pitched 61 KOLs to cover Baccarat event on Weibo, WeChat & RED Bacarrat -Media coverage • Local media produced high quality content and optimized content for SEO, also consumers are easier to resonate with these contents. Case Study - Rosewood 11.11 Campaign Mechanism • Offer special code to incentivize consumers to book their vacation. • Banner ad campaign • Customize welcome message to further promote offer Result • Total Exposure: +43000 • ROI: +3300% Key Takeaway: • Combining the banner ad format with an attractive incentive is an extremely effective way to increase ROI Case Study - Rosewood 11.11 Campaign Incentive content Media Buy (banner ads conversion) Receive customized 11.11 Click and direct to RW account homepage Enter Rosewood WeChat account welcome message.
Load more

Recommended publications
  • P020191031321185945783.Pdf
    Hainan Airlines Infl ight Entertainment Magazine Nov. 2019 200+ 600+ 1300 Movies TV Shows CDs THEME 主 题 人们常说什么样的人做什么样的事，当我们不断给 到自己有效的正向身份植入时，就会匹配相应的价值观。 而不断激活自我的不同面向，则可以探索和接受一个更 激 加丰富而复杂的自己。著名心理学家埃里克森认为，自 活 我认同是每个人非常重要的人生任务。自我认同，是我 们对于自己是一个怎样的人，将要去向何方，以及自己 自 与社会的关系，有了一种相对稳定且连续的认知。 It is a common saying that a leopard will never change its 我 spots, so is a human being with regard to his acts. Many will 不 accordingly get supplied with corresponding values once 忘 effectively implanted with positive identity without cease. 初 A We can, by constantly reviving the various aspects of the cti vat self, attempt to confirm a much more colorful and mixed ing 心 S el self. According to Eriksson, famous psychologist, as a highly f to significant task in everyone’s life, self-identity proves to be K e a relatively stable and continuous cognition, which indicates e p F what we really are, where we are heading, and how we i r m behave in the society. l y i n 本月精选的多部影片大都与“身份”一词息息相关。 M i The key word "identity" finds its way in most of the selected n d I movies this month. n i t i a l 每个人的内心，都潜藏着对自身身份的一种难言的 A s p “焦虑”。可有谁曾真正审视过这种身份的焦虑呢？《狮 i r a t 子王》中睿智的小狮子王辛巴做到了，它在众多热情的 i o 朋友的陪伴下，最终成为了草原之王。而《X 战警：黑 n 凤凰》中的琴 • 葛蕾却是在认清自己的身份后，逐渐黑 化并引发 X 战警陷入了空前的危机。说到危机感，人工 智能的今天，科技日臻成熟，人们已经开始研究 AI 替 代人类工作的可能，而格兰特 • 斯布托尔执导，希拉里 • 斯万克、萝丝 • 拜恩主演的科幻惊悚电影《人造母者》 则更前卫更大胆。影片探讨了人类与机器的关系，以及 人工智能身份认同的问题。被机器人" 母亲 " 抚养长大、 并被告知人类已经绝迹的“第一代新人类”少女，在遭 遇陌生女性的到来后，对外面世界的一切以及“母亲” 的意图产生了怀疑。 Anxiety, embarrassed to be mentioned, concerning one’s own identity, can find its shelter in everyone's heart, which nearly everyone has hardly really gazed at.
    [Show full text]
  • Reality: Stereotypes Being Shattered
    2 | Wednesday, June 24, 2020 HONG KONG EDITION | CHINA DAILY PAGE TWO From left: Actress Adia Chan, 49, singer Zhang Hanyun, 31, actress Christy Chung, 50, pop singer Aduo, 40, and singer Yumiko Cheng, 39, appear on the reality show Sisters. PHOTOS PROVIDED TO CHINA DAILY Reality: Stereotypes being shattered From page 1 ate my own life and dreams. Protect the tru- est smile and I am priceless.” The first episode attracted more than 15 Li said, “Like many people, I was looking million viewers and sparked heated debate forward to a totally different reality show online. The contestants demonstrated their about women and their performances, prov- dancing and singing abilities with solo and ing that they have far more than just physi- group performances. cal beauty.” Yang Chang, who works for a media com- Before Sisters premiered, Youth With pany in Beijing, said:“Bringing these women You Season 2 had just ended on the video together arguably contributed to making the streaming platform iQiyi on May 30, with most interesting reality show of the year. It the birth of The 9, a new girl pop group. sends a message that although we live in a Since premiering on March 12, topical youth-obsessed culture, there’s still some- news and articles relating to Youth With thing to be said for the enduring appeal of You Season 2 have been viewed more than women who are established and experi- 2 billion times. enced.” The public voted for the nine finalists out of Molly Tang, another fan of the show, who is 109 contestants, including Liu Yuxin, the approaching 30, said: “The women are very overall winner with 17 million votes, and Yu cool, fashionable and attractive.
    [Show full text]
  • Tactical Bodies and Appropriated Styles: the Fashion Scene of the Dagongmei in Post-Socialist China Chengcheng Shi a Thesis in T
    Tactical Bodies and Appropriated Styles: The Fashion Scene of the Dagongmei in Post-Socialist China Chengcheng Shi A Thesis in The Department of Communication Studies Presented in Partial Fulfillment of the Requirements for the Degree of Master of Arts (Media Studies) at Concordia University Montreal, Quebec, Canada February 2019 © Chengcheng Shi, 2019 i CONCORDIA UNIVERSITY School of Graduate Studies This is to certify that the thesis prepared By Chengcheng Shi Entitled: Tactical Bodies and Appropriated Styles: The Fashion Scene of the Dagongmei in Post-Socialist China and submitted in partial fulfillment of the requirements for the degree of Master of Arts (Media Studies) complies with the regulations of the University and meets the accepted standards with respect to originality and quality. Signed by the final Examining Committee: _____________________________ Chair _____________________________ Examiner Dr. Lian Duan _____________________________________________ Examiner Dr. Monika Kin Gagnon _____________________________ Supervisor Dr. Yasmin Jiwani Approved by _______________________________________________ Chair of Department or Graduate Program Director: Monika Kin Gagnon 2019 Dean of Faculty ii ABSTRACT Tactical Bodies and Appropriated Styles: The Fashion Scene of the Dagongmei in Post-Socialist China Chengcheng Shi This thesis explores how the Dagongmei (young, single rural women who migrate to large cities for lowly paid work), a specifically Chinese subaltern, are “making do” with fashion as a discourse imposed by the dominant
    [Show full text]
  • Female Idols in East Asia from the Perspective of Feminism
    2019 International Conference on Art, Design and Cultural Studies (ADCS 2019) Female Idols in East Asia from the Perspective of Feminism Chuqi Huang School of International Studies, Sun Yat-sen University, Guangzhou510275, China [email protected] Abstract. In recent years, people have gradually begun to pay attention to the development of idol industry. Idols, as the objects chased after by teenagers, need to shoulder the responsibility of public figures and play a guiding role for fans. Based on the prosperous female idol industry in East Asia, this thesis expounds the images of female idols in China, Japan and South Korea, and analyzes their historical background, the degree of the rise of female consciousness and their limitations. It is believed that with continuous development and improvement of the industry as well as the growing female movement in the world, the leading role of female idols for ordinary women will be more and more obvious. Keywords: feminism, East Asian female idols, female consciousness. 1. Feminism and Female Idols 1.1 Girl Groups Manufacturing in Three East Asian Countries Girl group generally refers to a group of multiple-person females selected, trained and organized by a brokerage enterprise in the entertainment industry. Brokerage companies will give team members a position in the team according to their own characteristics or specialties, and this position will largely determine their “character setting” after the debut, that is, the image displayed in front of fans. Therefore, the girl groups of various styles or members of different positioning in the same group are often with different target fan bases.
    [Show full text]
  • Rocket Girls' Bumpy Ride on New Show
    CHINA DAILY Wednesday, January 23, 2019 | 19 YOUTH Academic Rocket Girls’ gifts prize money to bumpy ride children NANJING — Qian Qihu, an academician from the Chinese Academy of Engineering who on new show recently won the country’s top science award, has decided to donate his full prize money to Members of the all­female pop group help poor children receive an education. are jettisoned out of their comfort zone, Qian, together with another Xu Haoyu reports. academician, Liu Yongtan, was awarded 8 million yuan ($1.18 million) each for their outstand­ ast summer, 11 young 20­something means I can do what I ing contribution to scientific women, with an average want without regard to the danger and technological innovation age of 20, survived the cru­ or the consequences of my actions.” earlier this month. el knockout talent compe­ Fellow cast member Lai Meiyun might be a bit crazy and a bit aggres­ Qian set up the theoretical Ltition, Produce 101, and formed a added: “At the fresh age of 20, I can sive, but it helps you to break system for China’s modern pop music group named Rocket enjoy the present with all my heart, through the barrier and outgrow defense engineering and con­ Girls 101. no matter what it brings to me.” yourself.” tributed to creating a below­ In December, it was arranged for Whatever their thoughts, nobody Being pop idols, singing and danc­ ground defense infrastructure. them to live in the Sahara Desert can deny that they had an unforget­ ing on stage, members of the all­fe­ Qian said on Jan 16 he has and the Carpathian Mountains as table experience during their four male group can easily get drowned decided to use the money to set part of an online adventure reality days and three nights in the dry, hot in cheers and screams, and woo fans up a student aid fund in his show, Hengchongzhizhuang Ershis­ desert.
    [Show full text]