How Burberry Wins on China Digital & Social Media

BURBERRY CHINA SOCIAL BRANDING REPORT

© 2014 RESONANCE CHINA ALL RIGHTS RESERVED

S O C I A L B R A N D I N G R E P O R T

C H I N A !


REPORT SAMPLE PREVIEW T H I S C O P Y I S J U S T A S M A L L S A M P L E

Get the full version online: hHp://www.resonancechina.com/china-‐social-‐branding-‐report/


ABOUT THE CSBR Digital markeUng can be confusing, a state vastly amplified in China and its famous “Great Firewall” that blocks many

western websites. The China Social Branding report (CSBR) was created to help marketers quickly understand China

digital markeUng through the eyes of the biggest brands in the world. We explore not only the most popular digital

channels, but also how they connect, and how top global brands use these channels to communicate to both mass

and targeted niche audiences.

LEARNING FROM EXAMPLE

Each issue of the report will focus on a different top global brand in China and how it markets to its Chinese customers.

We’ll discover each of the brand’s digital, social placorms, what messages it emphasizes and common communicaUon

techniques used to connect with audiences.

ASK US ANYTHING This report will open the door to deeper quesUons. For this purpose, we’ve created a subscriber forum at

resonancechina.com/answers where readers can ask us anything about the report. We’ll have our researchers and

strategists moderaUng the forums and ready to answer any quesUons asked with professional experience and

addiUonal supplemental research when required.

ABOUT RESONANCE

Created in 2009, Resonance is a preferred China social media and branding agency, with a specific focus on

fashion, luxury, and lifestyle brands; headquartered in Shanghai, China. To find out more, visit us at

resonancechina.com

HAVE A QUESTION? ASK: RESONANCECHINA.COM/ANSWERS

Welcome to the China Social Branding Report.

ABOUT CSBR

KEY TAKEAWAYS

BRAND WEBSITE

TMALL

SINA WEIBO

WECHAT

YOUKU

WEISHI

DOUBAN

AMPLIFICATION

QUESTIONS

CONTACT


INDUSTRY BENCHMARK

100K

200K

300K

400K

500K

600K

700K

800K

+

+

800K

700K

600K

500K

400K

300K

200K

100K

# TOTAL FOLLOWERS

BURB

ERRY

DIOR

CHANEL

LOUIS VU

ITTON

INDUSTRY BENCHMARK

+

+

8.0%

% FOLLOWERS > 500

BURB

ERRY

DIOR

CHANEL

LOUIS VU

ITTON

INDUSTRY BENCHMARK

5%

10%

15%

20%

25%

30%

40%

50%

+

+

50%

40%

30%

25%

20%

15%

10%

5%

% ACTIVE FOLLOWERS

BURB

ERRY

DIOR

CHANEL

LOUIS VU

ITTON

INDUSTRY BENCHMARK

0.3%

0.6%

0.9%

1.2%

1.5%

1.8%

2.1%

2.4%

+

+

2.4%

2.1%

1.8%

1.5%

1.2%

0.9%

0.6%

0.3%

% VERIFIED FOLLOWERS

BURB

ERRY

DIOR

CHANEL

LOUIS VU

ITTON

INDUSTRY BENCHMARK

50

100

150

200

250

300

350

400

+

+

400

350

300

250

200

150

100

50

# AVG. ENGAGEMENT

BURB

ERRY

DIOR

CHANEL

LOUIS VU

ITTON

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

7.0%

6.0%

5.0%

4.0%

3.0%

2.0%

1.0%

Staying consistent with the industry, Burberry pulls ahead with quality of followers.

TOTAL FOLLOWERS Burberry has an around average sized follower base when benchmarked against compeUtor brands in the category. QUALITY OF DATABASE Burberry boasts a high quality follower base -‐ exceeding industry average acUve follower rates, as well as a higher percentage of verified and influenUal followers with 500+ of their own fans. FOLLOWER ENGAGEMENT Burberry exhibits a lower-‐than-‐average engagement rate when benchmarked against compeUtor brands -‐ which reflects the brand’s restrained approach to using retweet contests and product giveaways.

*Ac$ve Followers are defined as users with over 30 followers, over 30 posts, and ac7vity

within the last week.

*%Followers > 500 are influen7al users with 500+ of their own followers.

*Verified Followers are defined as real users who have associated their account with an

official government ID.

*Average Engagement is the sum total comments and retweets received on average

over the last 200 posts.

*Weibo follower data accurate as of: Sep. 30th, 2014


Burberry has a balance of strategically manage to different social channels. OWNED ASSETS Burberry’s China website is the primary e-‐commerce placorm for Chinese consumers. In addiUon to current collecUon content, the site features runway shows, brand campaigns, product educaUon, and brand heritage. The brand recently launched a Tmall flagship store to expand its e-‐commerce footprint. PRIMARY EARNED ASSETS Burberry uses primary social channels to educate consumers about the brand and to keep them informed on new collecUons and current China campaign iniUaUves. SECONDARY EARNED ASSETS Youku supports primary social channels by hosUng video that allows viewers to further explore brand products. PAID MEDIA Burberry typically works with key opinion leaders to boost awareness on China social media. The brand invites major celebriUes to aHend fashion shows but works with digital influencers to provide a local perspecUve on brand elements.

WECHAT BRAND WEBSITE

KEY OPINION LEADER

SINA WEIBO

YOUKU DOUBAN

TMALL FLAGSHIP STORE

WEISHI


Burberry’s Tmall flagship store emphasizes product browsing and exclusive sales promotions to drive purchasing. 1. STORE LANDING PAGE Compared to the brand e-‐commerce placorm, Burberry’s Tmall is opUmized for product browsing, de-‐emphasizing campaign and brand content to present visitors with mulUple items across categories and price points. The brand also promotes Tmall exclusive sales promoUons such as free gius with purchase – in this example, a giu with purchases over RMB 2K. 2. CATEGORY LANDING PAGE As shoppers click into relevant navigaUon tabs (Men/Women), they are presented with recent collecUon items and can click through to specific categories and product lines.

1 2


HAVE A QUESTION? ASK: RESONANCECHINA.COM/ANSWERS

Have More Questions? We’ve Got Answers Online.

ABOUT CSBR

KEY TAKEAWAYS

BRAND WEBSITE

TMALL

SINA WEIBO

WECHAT

YOUKU

WEISHI

DOUBAN

AMPLIFICATION

QUESTIONS

CONTACT

ASK US QUESTIONS IN THE FORUMS Digital in China can be complex, and there are always quesUons that this report cannot answer. For this reason we’ve created a Q&A forum where you can log in and ask us any quesUon from this report, and our staff of consultants will get back to you with answers within 48 hours. YOUR PERSONAL CONSULTANT Our consultants are made up of our research and strategy teams, who have access to Resonance’s community managers. Everyone on the forums has pracUcal experience running social, digital campaigns in China and are the most qualified to help answer your quesUons.

Ask any unanswered ques7ons in the CSBR forums!


谢谢 CONTACT US Lvl.2; 1035 Changle Road; Shanghai 200031 Office: 86.21.5302.8238 x8008 Email: [email protected]

VISIT US ONLINE Website: www.ResonanceChina.com

Marketing

How Burberry Wins on China Digital & Social Media