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China Edge Introduction & Services
Plan. Engage. Deliver.
November, 2014
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The China Edge Way
The New Perspective
The China Edge Way
Benefits for Brands
The China Edge Story
China Edge Services
China Briefings
China Toolkit
China Ready Programme
China Kick-Start Programme
Additional Services
Added-Value Partnership
Management Bios
Contact
Contents
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The China Edge Way Plan. Engage. Deliver.
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The New Perspective
The global Chinese consumer is now the
biggest luxury market in the world, and
60% of their spending is outside
mainland China
By taking a structured, 3-dimentional
approach, China Edge helps brands
target, capture and retain the overseas
luxury spending of wealthy Chinese
consumers from a position of strength -
in their home market
CHINESE. NOT CHINA
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Plan
Engage
Deliver
Plan the strategy and promotion, & manage the risks, with
customised needs analysis & tailored materials & action plan
Engage Chinese consumers via targeted travel industry &
digital/social campaigns, & bring them in-store
Deliver staff training to customise
service & boost sales
The China Edge Way
3-DIMENSIONAL. END-TO-END
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Benefits for Brands
From market knowledge to action plan
& implementation
Social following & engagement
Visitors to the Chinese landing pages
Sales to Chinese visitors
Off-peak sales around Chinese holidays
Increased brand value
Local leverage for China market
entry or expansion
PROFIT GROWTH. BRAND VALUE
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The China Edge Story
China Edge brings a fresh perspective to the
China opportunity for luxury brands – by
focusing on the consumer, not the country
The company was formed by China and
luxury specialists, bringing together years of
experience in China strategy & risk, tourism,
digital & social, cross-cultural training, and
luxury marketing
China Edge provides an end-to-end
platform to help brands target, engage and
serve the global Chinese consumer, creating
opportunities for growth in sales and
brand value
MARKETS. WITHOUT BORDERS
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China Edge Services Briefings. Toolkit. China-Ready. Kick-Start
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China Edge Briefings
Regular briefings provide insights into key issues faced by brands targeting Chinese consumers The China Edge Conference, the May Fair Hotel, 3/7/13, sponsored by ELLE Magazine Chinese Digital Breakfast, sponsored by Getty Gallery, as part of Social Media Week, 24/9/13 Chinese Outbound Tourism, during World Travel Market, 7/11/13 Future events will cover e-commerce, IP protection, cultural and other issues. Customised briefings can also be developed on request
ISSUES. INSIGHTS
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China Toolkit
A comprehensive briefing pack, covering
the issues brands need to address when
planning a strategy to target Chinese
consumers. Under development, to include:
Market Briefing
Strategy & Risk
Digital & Social
Outbound Tourism
Cultural Issues
In-house training, market research
and other services can also be
provided on request
REFERENCE. GUIDE
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China-Ready Programme
The China-Ready Programme helps to target,
engage and convert the global Chinese
consumer. Interactive seminars cover:
Strategy & Risk: Key issues, resources and
risk mitigation issues etc.
Outbound Tourism: The outbound sector,
consumer segmentation etc.
Digital & Social: Online strategy, SEO and
social engagement etc.
Cross-Cultural Training: Cultural issues and
service excellence etc.
China-Ready Certification is provided
on completion, with a customised
action plan
TRAINING. CERTIFICATION
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China Kick-Start Programme
The China Kick-Start Programme is a rapid,
scalable, cost-effective, end-to-end solution
for brands wanting to engage the Chinese
luxury consumer market
It can be delivered in 2 months:
Plan: Strategic review, action plan, materials
Engage: Tour operator & digital / social
media campaigns
Deliver: Management & staff training
The Programme results are fully
measureable, and can form part of
a long-term engagement and / or
entry strategy
Strategic Plan & Promotion
Design
Consumer & Tour Operator
Campaigns
Management & Staff Training
In-store POS Support
Results in New Customers,
Higher, Sales, Brand
Recognition & Value
ACTION PLAN. DELIVERED
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Event Management
EVENT. ORGANISATION
Reach and invite your Chinese customers to
your VIP event through Chinese social
media platforms with our partner HereInUK.
HereInUK is an influential UK based Weibo
account followed by more than 1.8 million
users, 70% of whom are based in China.
They work with a range of well known
brands such as Harrods
One Weibo or WeChat post for Invitation
Vetting
RSVP
One Weibo or WeChat post for on-site event
covering
Post-event survey
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Additional Services
The China Edge network can provide a wide
range of support services, including:
Chinese Naming, Translation & Interpreting
Trade Mark & Domain Name Registration
Online Brand Monitoring & Metrics
Concierge Services for VIP Customers
Market Research & Mystery Shopping
Market Entry & Company Formation
Public Relations & Advertising
Recruitment, Due Diligence
Customer Management
Store
Ads
PR
Sales
POS
DM
CSR
Event
Social Media
VM
COMPREHENSIVE. SUPPORT
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Added-Value Partnership
China Edge provides extra value-add via
brand partnership, and connections to key
Chinese audiences
High-net worth Chinese associations,
professionals & student communities
China Edge community of luxury hospitality,
retail & tax-free groups
High-level access to the China jewellery
market
PR contacts in B2B and B2C channels
China Edge online & social networks
China Edge Certified directory
CONNECT. PROMOTE
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Net Worth Chinese
China Edge Launch Event Symposium on Chinese High Net Worth Visitors July 2013
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Social Media Breakfast
Net Worth Chinese
October 2013
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Tourism & Engagement Breakfast November 2013
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China Edge & COTRI: Cocktail Reception November 2013
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The China-Ready Programme for The Bond Street Association
at
March 2014
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The China-Ready Programme for The Bond Street Association
Net Worth Chinese
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China Fashion Sales Social April 2014
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Chinese HNW Consumer Insights breakfast seminar May 2014
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Independent Chinese Travellers breakfast seminar November 2014
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Sponsor Benefits
Net Worth Chinese
Logo on Marketing
Communications
Logo on Event Page
Logo on Presentation
Cover and end slide
Mention in Speeches
Mention in Press Release
• Shaping consumer attitudes
• Networking opportunity
• Creating positive publicity
• Heightening visibility
• Sales
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China Edge Management Expertise. Experience. Energy.
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China Edge is a UK based partnership of sector experts with a wealth of
experience in China. It provides the knowledge and practical support that brands
need to target, engage and serve wealthy customers from China.
China Edge brings the luxury retail, hospitality and travel industries best practices
from across the world, provides strategic and tactical support, as well as insights
into the behaviour, aspirations and preferences of high net worth (HNW) Chinese
consumers.
China Edge offers end-to-end solutions, so businesses can create plans and
deliver results.
China Edge delivers in-market activities, both offline and online and direct engagement with UK and Europe based Chinese consumers.
China Edge Vision & Team
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The China Edge Team
Jeremy Gordon
@ChinaBlogTweets
Strategy and Risk Management
Roy Graff
@chinacontact
Outbound Tourists
Engagement
Arnold Ma
@RealArnoldMa
Digital Engagement &
Social Media
Yu Sun
@yuyumedia
Cultural Training &
Business Etiquette
Michaela Wolf
@wolfmichaela
Luxury & Retail
Marketing
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Jeremy Gordon
Director of China Business Services
Over 20 years’ China experience in trade, investment and consulting
Previously China Business Specialist at UK Trade & Investment, and
Committee Member at the 48 Group Club
China luxury experience includes research, strategy and market entry support
across sectors including: publishing, jewellery, retail and private clubs
Contact: [email protected]
STRATEGY. RISK MANAGEMENT
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Roy Graff
Over 18 years of hospitality, retail and tourism industry experience in China
Led the development of independent travel business in China on behalf of
Gullivers Travel Associates
Fluent Mandarin Chinese speaker and student of Chinese philosophy, literature
and poetry
Managing Director of ChinaContact; works with luxury businesses on strategies
and implementation of China market access
Contact: [email protected]
MARKETING. TRAVEL. CONSUMER
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Arnold Ma
Digital Marketing Director at Qumin, London’s first UK-China Digital Agency
Experienced in Digital Marketing on both client and agency side
Hands-on China Digital experience include: Luxury/Fashion, Education,
Technology, Travel etc
Contact: [email protected]
MARKETING. DIGITAL. CREATIVE
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Yu Sun
Cross-cultural consultant with special focus on Anglo-Chinese communications
in business
Provides cross-cultural training, coaching and business strategies to
international companies to improve business performance through effective
communication
Has worked with the Shanghai government and European Commission as a
senior project manger, and as a trainer for Harrods
Contact: [email protected]
CULTURE. TRAINING
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Michaela Christine Wolf
Expertise in 360 degree customer relationship management strategies
to deliver direct ROI, using new technology and digital experiences
Former Head of Communications & Global Retail Marketing Project Manager at
an international luxury brand in London
Well connected in the luxury industry in the UK and internationally
Contact: [email protected]
LUXURY. MARKETING
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Felicia Schwartz
Over 18 years of experience in Branding, PR and consumer insight, of which
13 years in China
Veteran of Ogilvy and Dentsu advertising - led campaigns throughout China
and greater China for FMCG brands such Kraft foods, Kimberly Clark,
Nescafe
Founder of H!TANG&ChinaCreativeConnections, a Beijing and London based
boutique PR firm focused on bridging arts and business.
Fluent in Mandarin Chinese, as well native level German, French and English
PUBLIC RELATIONS. BRANDING
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CONTACT Tel: 020 7183 2596 Email: [email protected] 10 Greenland Street, London NW1 0ND
FOLLOW @ChinaEdge on Twitter: www.twitter.com/ChinaEdge Also find us on LinkedIn, Google+, Facebook & WeChat
Contact
Plan. Engage. Deliver.
