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Allsaints’ Social Media Marketing Strategy for the China Market

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Kerina Kao

on 19 April 2017

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Transcript of Allsaints’ Social Media Marketing Strategy for the China Market

add logo here
How Chinese Shoppers Are Different
95% of Chinese trust a brand more if they have seen it on Weibo or Wechat moments.

86% of online shoppers prefer to read online reviews prior to purchase.

77% of Chinese customers think if the quality of the product is good, it doesn’t matter where the brand is from.

74% of Chinese consumers find interactive activities held by brands encourage them to purchase.

60% of Chinese receive product information through friends and family.


Allsaints' SWOT Analysis
Strengths:

 Strong British-ness brand image.

 Not led by trends.

 Strong focus on quality and details.

 Have specific styles – urban and modern.

 Social media platforms reflect a clear brand identity.

Allsaints’ Customer Profile

What do Chinese Online Users Say About Allsaints
A British premium fashion brand with a niche market. A lot of counterfeit products on Taobao. @gold

I always shop at Allsaints and Topshop. They are very stylish, not expensive, and often have sales. Some people describe Allsaints as a cheaper version of Vivienne Westwood. @Anna-Limited

The brands' clothing looks nice on tall people with good figures. Other body shapes should beware. @HKDisneyisgood

I love the brand but the prices are a bit too high for the local market, as most of people are not familiar with this brand. @SaturdayandSunday






Conclusion
Treat every piece of feedback carefully as peers' comments and online product reviews are significant for Chinese shoppers.

Engage customers via multiple methods based on their special user behaviours in different social platforms.

Cooperate with suitable local KOLs to attract target demographic and discover potential brand ambassadors.

Use creative and interactive ways to engage followers as most of them get bored of advertisement content.

Show British-ness but distinguish Allsaints from other British brands in order to draw online users' attention.
Introduction
The objective of this presentation is to build a strong marketing plan for Allsaints entry into the Chinese market, based on Chinese customers' unique social-media habits and shopping preferences.
Allsaints’ Social Media Marketing Strategy for the China Market
What do they say about Allsaints in Baidu
Geographic Location
: Tier 1 and Tier 2 Chinese cities.


Occupations
: Musicians, music lovers, disposable students, professional women, anglophile and fashionistas. Ex-students, ex-workers who used to live in the UK.

 Age Group
: 18-35 years old.


Income:
Average monthly salary ㄍㄩㄟmore than 8,000 RMB.


Lifestyle
: People who hang out with friends at bars and restaurants a few times a week and travel aboard at least once a year.


Buying Objectives
: To show off one's personality by buying well-designed, high quality products.


Purchasing Patterns
: Search online before buying. Switch between different brands with a wide price range.


Social Media
: Use Wechat and Weibo frequently. Shop on Taobao, Tmall and luxury stores.


Why Them?
These are just some ideas for a possible marketing strategy for China. The presentation will be completed when there is more internal information provided.
Thank You
There are 5 things Allsaints may need to consider in order to succeed in the Chinese market.
Weaknesses:

Allsaints is an unfamiliar brand to the majority of people in China and will take time to acquire customers.

The price points are high for the local Chinese market.

Price is unstable due to the high frequency of promotion strategy.

Circulation of some negative comments about Allsaints on the social media channels in China prior to entering the market.

Opportunities:

Chinese shoppers are more willing to buy new brands with high quality items.

The increase power of modern women in China could be a potential target group.

Competitors in China do not have high online engagement rates except Burberry.

 China market does not have many fashion brands have similar style to Allsaints.

 Every year, there is a huge amount of Chinese student graduated from the UK. They could be potential brand ambassadors.

Threats:

This new taxes policy announced in April 2016 increase the cost of Chinese shoppers purchasing imports products.

Counterfeit goods on Taobao that can diminish the brand's value.

Chinese shoppers are price sensitive, they could buy products from some agents on Taobao to get a better deal.

Korean and Japanese styles are more popular in China rather than western styles. People may find Allsaints' products difficult to pair with their own clothing.

Customer Profile 1
Kevin Lin is an engineer working in Tencent's Shenzhen office. He works more than 10 hours a day, and seldom leaves the office before 9pm. On weekends, he prefers to stay with his girl friend at home and play guitar or watch films. He is willing to spend money on clothing to change his style but does not have time to shop.
Customer Profile
Allsaints' Potential Competitors
Weibo
and
WeChat
have
212m
and
600m
monthly active users respectively. The analysis is provided to show how Allsaints’ potential competitors manage their official account on the two platforms.


Burberry: The most popular British brand in China.

Sandro: French brand with similar style and customer demographic.

Vivienne Westwood: Some Chinese people like to compare it with Allsaints.

Content Type:
Competitors' Weibo Analysis
Competitors' WeChat Analysis
Case Study - Tommy Hilfiger




 Selecting the right key opinion leaders could help a brand to approach its target group and increase brand awareness dramatically.


Tommy Hilfiger held a 30th anniversary show in Beijing in 2015, the brand hired Chinese model Qin Shu Pei to take over its Weibo account and post behind-the-scenes content. They also cooperated with 20 local bloggers to report the event.
Result
: The number of visitors to Tommy Hilfiger's Weibo page increased
2,000 percent
, which raised engagement by
1,900 percent
.
Allsaints' KOLs Campaign Ideas
Campaign 2: An Afternoon in East London.

A Chinese KOLs will hold a 30 minutes live-streamed video in East London. She/he will visit a few shops but only one fashion brand – Allsaints. In the store, a brief description of Allsaints will be presented. In the end of the video, she will ask one question about Allsaints and give some prizes that she has purchased on the journey.
Campaign 1: - Help!

A musician will post a video on his/her social platform and say: Hi guys, I am writing a new song for a British fashion brand called Allsaints, but I'm stuckㄎ on the lyricsㄎㄎ. It should match its urban and British brand identities. The musician starts singing the song and suddenly stops, and says: This is the missing part! Can you guys help me out?

Allsaints’ Social Media Content Plan
Campaign Purpose
The aim of the KOLs campaigns is to approach target audience and increase brand awareness in the new market.

Different types of campaigns are promoted on Wechat and Weibo to deliver a clear brand image and cultivate strong relationships with followers.

95% of Chinese shoppers will trust the brand more if they have seen it on Weibo. This can prove that social media followers can be future shoppers.
Why Social Media Is Good
Brand loyalty will be slowly developed by leveraging different content.

There are 658 million online users in China. Brands can approach more customers with a lower budget.

It's an easier and more efficient avenue to understand and interact with potential customers.

New campaigns can be quickly adjusted based on online users' responses.
Reason for choosing those brands:
A Successful Online Campaign
What Allsaints Should do?
Allsaints needs to cultivate the main two platforms in China: Weibo and WeChat, to engage customers immediately.

Cooperate with local KOLs to approach potential customers and increase social media followers.

Create multiple social media content types to engage followers and build brand loyalty.
*Sources: Baiㄎdu, the top search engine in China.
*Sources: Mintel, LSN and, eMarketer and WGSN.


Word of mouth is crucial in China market. Targeting innovators or early adopters can help Allsaints to penetrate this market efficiently.

The majority of people in the target group belong to generation Y. They are tech-savvy and live in Tier 1 or Tier 2 cites to pursue better career paths. They have more disposable income to spend as their parents support them financially even after they have full time jobs.

Musicians are key opinion leaders in China. They can not only help Allsaints to deliver a strong brand image related to the music industry but also approach potential customers.
*Sources; The financial times
*Source: eMarketer.
*Source: The financial times
Allsaints' SWOT Analysis
Strengths:

 Strong British-ness brand image.

 Not led by trends.

 Strong focus on quality and detail.

 Have specific styles – urban and modern.

 Social media platforms reflect a clear brand identity.
Weaknesses:

Allsaints is an unfamiliar brand to the majority of people in China and will take time to acquire customers.

The price points are high for the local Chinese market.

Price is unstable due to the high frequency of promotion strategy.

Circulation of some negative comments about Allsaints on the social media channels in China prior to entering the market.

Opportunities:

Chinese shoppers are more willing to buy new brands with high quality items.

The increasㄕㄛing power of modern women in China could makes them a target group.

Competitors in China do not have high online engagement rates except Burberry.

China market does not have many fashion brands with similar style to Allsaints.

Every year, there is a huge amount of Chinese student graduating from the UK. They could be potential brand ambassadors.

Threats:

The new tax policy announced in April 2016 increase the cost for Chinese shoppers purchasing imports products.

Counterfeit goods on Taobao that can diminish the brand's value.

Chinese shoppers are price sensitive, they ㄗㄩcould buy products from some agents on Taobao to get a better deal.

Korean and Japanese styles are more popular in China than western styles. People may find Allsaints' products difficult to pair with their own clothing.

Weekly DJ live-streamed videos can be watched on Wechat to draw music lovers' attention and present Allsaints' strong music DNA.

Every post will consistently present Allsaints' strong brand image.
How to Engage Online Customers
Chinese customers are looking for brands that can present their distinctive personality. Social media need to emphasize on Allsaints strong brand identity to attract the right demographic.
Burberry has multiple content types which function importance depends on online users' habits on the different platforms.

Live-streamed videos and videos engage more users than photos.

It can be seem from the pie chats on the previous page, celebrities photos are more popular than brand updates on Weibo.


Surprise Them
Be Friend With Them
Interactive With Them
Chinese online users are the most active users on the Internet. They are willing to be part of conversations. Using different campaigns to encourage them share their opinions.
Pack every post with a good story to surprise them that Allsaints is not just another brand, which tries to persuade them to shop.
The most effective content on social media in China are primarily live-streamed videos, followed by vedios and photos. Therefore, Allsaints should follow the above mentioned trends to engage customers. Here are some tips below:
Full transcript