Sample_from_Bomoda_China_Luxury_Blueprint_05-20152

A BOMODA ORIGINAL

CHINA LUXURY BLUEPRINT 05.2015

The Definitive Guide to Understanding the Impact of Marketing on Performance

This report contains proprietary information that is protected by copyright.

All rights reserved by Bomoda.

SAMPLE

Bomoda was founded on the belief that global brands

can build more meaningful relationships with their customers in emerging markets through better intelligence.

BOMODA BLUEPRINT SERIES: CHINA LUXURY / PREMIUM REPORT / MAY 2015 / PAGE 2

About the Bomoda Blueprints

Our vision is to create a transparent view of the consumer in the world’s most complex markets.

Using a proprietary mix of data science and human curation, Bomoda provides global brands with a new level of transparency into what drives customer behavior around the world. Our initial focus is on China.

That’s why we created the Bomoda Blueprint series. Each entry in the monthly series is the definitive guide to brand performance in China for a specific industry vertical.

TERMS OF USE

© 2015 Bomoda. All rights reserved. This report is licensed to the specific named user. Unauthorized reproduction or circulation of this report violates copyright and trademark laws, and is strictly prohibited.


Bomoda helps brands connect the dots.

OUR METHODOLOGY


PROPRIETARY SURVEY OF 2,200+ CHINESE

CONSUMERS

CURATED SET OF 25,000+ DATA POINTS

FOR EACH BRAND

STATISTICAL MODELS FOR 27 DIFFERENT

BUSINESS OUTCOMES

We conducted a proprietary survey of 2,268 consumers to understand purchase behavior and identify key drivers. This allows us to provide specific business objectives against which we based our model.

We exhaustively compiled digital touchpoints for assessing consumer engagement and brand performance. Hundreds of thousands of discrete actions provide a mosaic view of what works for brands, what doesn’t, and how they measure up to the competition.

Our proprietary statistical models provide actionable insights into 27 different business objectives. The model identifies channels to activate and the best tactics for each - delivering on the promise of a business blueprint.

This Blueprint is the culmination of three distinct efforts:

METHODOLOGY

COVERING THE TOP 50 LUXURY BRAND IN CHINA


SURVEY FINDINGS TABLE OF CONTENTS (SAMPLE)

This China Luxury Blueprint covers the top 50 luxury brands with a presence in China

BRANDS COVERED

IN THIS SAMPLE REPORT


SURVEY FINDINGS TABLE OF CONTENTS

7 A GUIDE TO THE SAMPLE REPORT

10 DRIVING BUSINESS OUTCOMES: DRIVING PURCHASES IN SOUTH KOREA

13 KEY DIGITAL TACTICS: THE BEST LEVERS FOR USING FASHION PR

14 BOMODA BRAND DIGITAL DATA DIGEST: OUR 350+ DATAPOINTS FOR STELLA MCCARTNEY

29 BRAND-LEVEL SURVEY PERFORMANCE: DETAILED DATA FOR SAINT LAURENT PURCHASERS

33 ABOUT BOMODA

A GUIDE TO THE SAMPLE REPORT


SURVEY FINDINGS A GUIDE TO THE SAMPLE REPORT (1/3)

BUSINESS OUTCOME RANKINGS AND DRIVERS: DRIVING PURCHASES IN SOUTH KOREA

RANKINGS AND DRIVERS FOR 27 DISTINCT BUSINESS OUTCOMES

(SEE NEXT PAGES)

DIGITAL LEVERS AND BUSINESS ACTIVITIES: THE BEST LEVERS FOR USING FASHION PR

THE LEVERS AND ACTIVITIES FOR ALL 28 OF THE DRIVERS THAT DELIVER ON BUSINESS OBJECTIVES

(SEE NEXT PAGES)

BOMODA BRAND DIGITAL DATA DIGEST: OUR 350+ DATAPOINTS FOR STELLA MCCARTNEY

THE DIGITAL DATA DIGEST FOR ALL 50 LUXURY BRANDS

BRAND-LEVEL SURVEY PERFORMANCE: DETAILED DATA FOR SAINT LAURENT PURCHASERS

BRAND-LEVEL SURVEY PEFORMANCE FOR ALL 50 LUXURY BRANDS

ITEMS IN THE BLUEPRINT NOT INCLUDED HERE

KEY FINDINGS ON CHINESE LUXURY CONSUMER PURCHASE BEHAVIORS BOTH

INSIDE AND OUTSIDE OF CHINA

THE KEY DRIVERS THAT ARE CRITICAL ACROSS ALL BUSINESS OUTCOMES

IN THIS SAMPLE IN THE PREMIUM LUXURY BLUEPRINT

THE 27 BUSINESS OUTCOMES IN THE PREMIUM LUXURY BLUEPRINT

BOMODA BLUEPRINT SERIES: CHINA LUXURY / PREMIUM REPORT / MAY 2015 / PAGE 8 * Includes Taiwan, Singapore, Malaysia and Thailand

AWARENESS AND PERCEPTION

BRAND AWARENESS

PERCEPTION AS LUXURY

PURCHASED AND RECEIVED

PURCHASED OR RECEIVED: PAST YEAR

PURCHASED: PAST YEAR

RECEIVED: PAST YEAR

INTEND TO PURCHASE: NEXT YEAR

PURCHASE CHANNELS

ECOMMERCE FROM CHINESE WEBSITES

RETAIL STORES IN CHINA

ECOMMERCE FROM WEBSITES OUTSIDE OF CHINA

RETAIL STORES OUTSIDE OF CHINA

DUTY FREE STORES

PURCHASE METHOD

BRAND DIRECT

OFFICIAL/AUTHORIZED RESELLERS

DETERRING DAIGOU (UNAUTHORIZED RESELLERS)

RETAIL PURCHASE IN INTERNATIONAL CHANNELS

HONG KONG

JAPAN

SOUTH KOREA (SHOWN HERE)

REST OF ASIA*

EUROPE

UNITED STATES

PAYMENT METHODS

CASH

CREDIT OR DEBIT CARD

CHINA UNIONPAY

ALIPAY

PRIMARY RATIONALE FOR PURCHASE DECISION

AUTHENTICITY

PRICE

CONVENIENCE OR SPEED

Bomoda then outlines the key drivers to achieve the optimal business outcomes listed on the left. We also rank each brand against every business outcome.

A GUIDE TO THE SAMPLE REPORT (2/3)

TOP DIGITAL LEVERS BOMODA EXAMINES FOR EACH BUSINESS OUTCOME

BOMODA BLUEPRINT SERIES: CHINA LUXURY / PREMIUM REPORT / MAY 2015 / PAGE 9 * Includes Taiwan, Singapore, Malaysia and Thailand

BRAND COVERAGE ON FASHION PR (SHOWN HERE)

BRAND INVESTMENT IN

CHINESE SOCIAL MEDIA

DIGITAL ASSETS

SEARCH CHANNEL (PAID AND ORGANIC)

BRAND VISIBILITY ON SHOPPING-ORIENTED PLATFORMS

BRAND WEBSITE METRICS IN CHINA

CONSUMER DISCUSSION ABOUT BRAND ON

MASS-MARKET BBS

FASHION BBS

CONSUMER ENGAGEMENT WITH BRAND ON

KEY SOCIAL APPS

TRAVEL SITES

VIDEO PLATFORMS

CONSUMER PURCHASE DEMAND FOR BRAND ON CHINESE PLATFORMS

CONSUMER QUESTIONS ABOUT BRAND ON Q&A PLATFORMS

CONSUMER REVIEWS OF BRAND’S RETAIL STORE EXPERIENCE

DEGREE OF MANDARIN UX ON BRAND-OWNED DIGITAL ASSETS

ECOMMERCE EXPERIENCES ON OFFICIAL BRAND WEBSITES

IMPACT OF BRAND BY

BEAUTY INFLUENCERS

CELEBRITY INFLUENCERS

FASHION BLOGGERS

FASHION EDITORS

FASHION MEDIA

MOTHER INFLUENCERS

SHOPPING BLOGGERS

OFFICIAL CUSTOMER SUPPORT SERVCES

ONLINE PRODUCT DISTRIBUTION FROM AUTHORIZED RESELLERS

USER ENGAGEMENT ON BRAND’S SOCIAL MEDIA

VISIBILITY OF BRAND’S CHINESE RETAIL STORES ON ONLINE CHANNELS

Bomoda then outlines the key tactics, ranked in order of importance, that constitute each driver. Each driver of business outcomes is listed to the left.

A GUIDE TO THE SAMPLE REPORT (3/3)

DRIVING BUSINESS OUTCOMES

CHINA LUXURY BLUEPRINT 05 2015


EXAMPLE: DRIVING PURCHASE IN SOUTH KOREA THE BEST LEVERS FOR USING FASHION PR

HOW TO READ THE FOLLOWING PAGES


This is the specific Business Outcome (based on our survey

results) that we modeled our empirical data against

These are the categories (rank-

ordered in level of importance) of

digital levers that had the highest impact

on driving this specific outcome

BUSINESS OUTCOMES

We ranked the brands’ performance based on this specific business

outcome (data derived from our proprietary survey)

RETAIL PURCHASES IN INTERNATIONAL CHANNELS: SOUTH KOREA

BUSINESS OUTCOMES

BOMODA BLUEPRINT SERIES: CHINA LUXURY / PREMIIUM REPORT / MAY 2015 / PAGE 12

1. PROENZA SCHOULER 24. MAX MARA

2. JIMMY CHOO 27. GIVENCHY

2. MONCLER 28. PRADA

4. CELINE 29. LOUIS VUITTON

5. STELLA MCCARTNEY 30. BALENCIAGA

6. KENZO 31. TORY BURCH

7. MIU MIU 31. ROGER VIVIER

8. CHRISTIAN LOUBOUTIN 31. OSCAR DE LA RENTA

8. ROBERTO CAVALLI 34. DOLCE & GABBANA

10. CHLOE 35. BOTTEGA VENETA

11. BULGARI 36. CARTIER

12. BALMAIN 37. VALENTINO

13. MICHAEL KORS 38. GIORGIO ARMANI

14. FENDI 39. TOM FORD

15. HERMES 39. MARC JACOBS

16. GUCCI 41. COACH

17. LOEWE 42. TIFFANY

18. CHANEL 43. RALPH LAUREN

19. ERMENEGILDO ZEGNA 43. HUGO BOSS

20. DIOR 45. KATE SPADE

21. ALEXANDER WANG 46. TOD'S

21. 3.1 PHILLIP LIM 47. ALEXANDER MCQUEEN

23. VERSACE 48. BURBERRY

24. SAINT LAURENT 49. SALVATORE FERRAGAMO

24. BALLY 50. MULBERRY

Within their international retail purchases,which brands have the highest percentage of their sales in South Korea?

Brands in Grey color have small samples

What factors drive the outcome?

1 Brand Coverage on Fashion PR

2 Visibility of Brand Chinese Retail Stores on Online Channels

3 Online Search Volume for the Brand

4 User Engagement on Brand's Social Media

5 Brand Investment in Digital Assets

6 Consumer Purchase Demand for Brand on Chinese Platforms

7.  Consumer Engagement with Brand on Video Platforms

8.  Consumer Discussion of Brand on Fashion BBS

9.  Consumer Questions about Brand on Q&A Platforms

10.  Consumer Discussion about Brand on BBS

11.  Impact on Brand by Beauty Influencers

12.  Impact on Brand by Celebrity Influencers

13.  Brand Investment in Search Channels (Paid and Organic)

14.  Official Customer Support Services 15.  Consumer Reviews of Brand's

Chinese Retail Store Experience 16.  Impact on Brand by Shopping

Bloggers 17.  Consumer Engagement with Brand

on Key Social Apps 18.  Brand Website Metrics in China 19.  Effect on Brand by Mother

Influencers 20.  Impact on Brand by Fashion

Bloggers 21.  Online Product Distribution from

Authorized Resellers

22.  Brand Investment in Chinese Social Media

23.  Impact on Brand by Fashion Editors 24.  Brand Visibility on Shopping-Oriented

Platforms 25.  Consumer Engagement with Brand on

Travel Sites 26.  Mandarin Ecommerce Experience on

Brand Website 27.  Degree of Mandarin UX on Brand-

Owned Digital Assets 28.  Impact on Brand by Fashion Media


BRAND COVERAGE ON FASHION PR CATEGORY DRIVER

What are the

top 12 digital media and PR platforms driving purchases and brand awareness?

Total mentions of brand name within…

1.  Aili

2.  PCLady

3.  Yoka

4.  Trends.com.cn

5.  Livemook 6.  Baidu News

7.  HiChic

8.  Elle China

9.  Fenghuang Shishang

10.  GQ China 11.  Haibao

12.  Rayli

Definition Coverage of the brand on influential online PR in fashion trends, editorial, and/or female-oriented lifestyle media

KEY DIGITAL TACTICS

BRAND DIGITAL DATA DIGEST

BOMODA


THIS IS PROVIDED AS A SORTABLE, EASY-TO-DIGEST SPREADSHEET FOR ALL 50

BRANDS COVERING 350+ DATAPOINTS PER BRAND

EXAMPLE: STELLA MCCARTNEY DATA

BRAND DIGITAL DATA DIGEST STELLA MCCARTNEY



Data Category Name of Data Point Tracked Stella McCartney

Ass

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Branding

Has official Chinese mobile app No

Has official mobile-optimized Chinese website Yes

Has official Chinese name Yes

Has official Chinese language website Yes

Has official Chinese website: with dedicated domain (ending in .cn or .com.cn) Yes

Has official Chinese website: not a dedicated domain (not ending in .cn or .com.cn) No

Chinese website has ICP (Internet Content Provider) certificate Yes

Has official English website Yes

Has official mobile-optimized English website Yes

Customer Service

Has Chinese FAQ (Frequently Asked Questions) for official ecommerce Yes

Chinese website: provides live chat service No

Chinese website: number of hours each week for live chat service N/A

English website: provides customer service email Yes

English website: provides customer service phone number Yes

English website: provides live chat service No

English website: number of hours for live chat service N/A

Ecommerce

Official ecommerce: accepts AliPay Yes

Official ecommerce: accepts Chinese billing address Yes

Official ecommerce: accepts payment on delivery Yes

Official ecommerce: accepts Paypal Yes



Ass

et L

ocal

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Ecommerce

Official ecommerce: accepts China Union Pay Yes

Official ecommerce: minimum days for delivery to China 11

Official ecommerce: maximum days for delivery to China 15

Official ecommerce: option to pay duties on delivery No

Official ecommerce: option to prepay duties during checkout Yes

Official ecommerce: final checkout price given in RMB Yes

Official ecommerce to China: average price markup is 0-5% No


Official ecommerce to China: average price markup is 11-20% Yes



Official ecommerce to China: average price markup is over 35% No

Official ecommerce to China: product price is displayed in RMB Yes

Official Chinese site: offers ecommerce to China Yes

Official English site: offers ecommerce to China N/A

Has an official Tmall store No

Website Experience

Chinese website: load time for homepage in China 1.5

Chinese website: load time for product page in China 4.2

Automatic redirect to Chinese website based on Chinese IP No

Number of Chinese social media sharing options on official website 3

Quality of translation on official Chinese website Poor - High volume

of untranslated content

Quality of optimization on official Chinese mobile-optimized website Poor - Translation of only Navigation





C

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Inte

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Brand Search

Baidu Baike: number of shares per view of brand profile 0.0018

Baidu Baike: number of times brand profile has been shared 167

Baidu Baike: profile has been updated in 2015 No

Baidu Baike: number of profile views 91,995

Baidu mobile and desktop search index: Chinese brand name search 0

Baidu desktop search index: Chinese brand name search 0

Baidu desktop search index: English brand name search 562

Baidu desktop search index: English and Chinese brand name search (combined) 562

Baidu mobile and desktop search index: English brand name search 1,224

Baidu mobile search index: Chinese brand name search 0

Baidu mobile search index: English brand name search 662

Baidu mobile search index: English and Chinese brand name search (combined) 662

Baidu mobile and desktop search index: English and Chinese brand name search (combined) 1,224

Haosou search index: brand name in Chinese N/A

Haosou search index: brand name in English 194

Sogou search index: brand name in Chinese 0

Sogou search index: brand name in English 2

Alexa: traffic directed from search results to official Chinese website (number of visits) N/A

Alexa: % of traffic from search to official Chinese website N/A

SimilarWeb: traffic from search to official Chinese website (number of visits) 544

SimilarWeb: % of traffic from search to official Chinese website 9.1%

Weibo Search Index: monthly average for brand name 1,456

Weibo Search Index: monthly maximum for brand name 3,214





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Brand Website

Alexa: popularity ranking within China of official Chinese website N/A

Alexa: popularity ranking globally of official Chinese website 2,287,374

Alexa: bounce rate of official Chinese website N/M

Alexa: estimated Daily IP for official Chinese website 900

Alexa: pageviews/visits for official Chinese website 3

Alexa: average time on site for official Chinese website (minutes : seconds) 2:12

SimilarWeb: bounce rate of official Chinese website 42.9%

SimilarWeb: direct traffic to official Chinese website 4,199

SimilarWeb: % of direct traffic to official Chinese website 70.0%

SimilarWeb: referral traffic to official Chinese website 941

SimilarWeb: % of referral traffic to official Chinese website 15.7%

SimilarWeb: estimated monthly traffic to official Chinese website 6,000

SimilarWeb: pageviews per visit to official Chinese website 5.16

SimilarWeb: average time on site of official Chinese website (minutes : seconds) 6:37

SimilarWeb: popularity ranking within China of official Chinese website N/M

SimilarWeb: popularity ranking globally of official Chinese website 1,998,631





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Conversion

55Haitao: estimated number of successful completed orders on English site N/A

JD.com: number of reviews for top 60 brand-related products 0

Secoo: number of brand-related products for sale 72

Suning: number of reviews for top 60 brand-related products N/A

Taobao: number of resellers of brand-related products 219

Taobao: number of brand-related products for sale 14,100

Taobao: average number of purchases of best-selling brand-related products 287

Taobao: total number of purchases of best-selling brand-related products 13,212

Taobao: average number of reviews of best-selling brand-related products 402.6

Taobao: total number of reviews of best-selling brand-related products 17,716

Tmall: average number of purchases of top 60 best-selling brand-related products 0

Tmall: total number of reviews of top 60 best-selling brand-related products 0

YHD: total number of reviews of top 80 best-selling brand-related products N/A





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Social Consumer Response

Official WeChat: average likes for each post 4

Official WeChat: average views for each post 778

Official WeChat: total likes 40

Official WeChat: total article views 7,005

Official Weibo: average comments per post in 2014 Q4 12

Official Weibo: average likes per post in 2014 Q4 38

Official Weibo: average reposts per post in 2014 Q4 40

Official Weibo: average comments per post in 2015 Q1 4

Official Weibo: average likes per post in 2015 Q1 15

Official Weibo: average reposts per post in 2015 Q1 10

Official Weibo: average comments per post within the last 100 posts 5

Official Weibo: average likes per post within the last 100 posts 24

Official Weibo: average reposts per post within the last 100 posts 10

Official Weibo: fan count 35,983

Official Weibo: average sum of engagement within the last 100 posts 38

Official Youku account: fan count 16

Official Youku account: total views 10,888

Official Youku account: average views per video 130

Official Douban site: visitors N/A

Official Douban site: followers N/A





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Online Distribution

5Lux: number of brand-related products for sale 25 Baidu Weigou: number of brand-related products for sale 218 Baidu Weigou: number of ecommerce platforms selling the brand's products 6 JD.com: number of brand-related products for sale 1,834 Shangpin: number of brand-related products for sale 28 Suning: number of brand-related products for sale 0 Tmall: number of brand-related products for sale by all sellers 1,343 Tmall: total number of distributors for brand-related products 5 Xiu.com: number of brand-related products for sale 272 YHD: number of brand-related products for sale 0 Yintai: number of brand-related products for sale 117 Zhenpin: number of brand-related products for sale 24

Online PR

Aili: total mentions of brand name 94 Baidu News: total mentions of brand name within article content 18,700 Baidu News: total mentions of brand name within article title 3,440 Elle China: total mentions of brand name 49 Fenghuang Shishang: total mentions of brand name 662 GQ China: total mentions of brand name 27 Haibao: total mentions of brand name 1,454 HiChic: total mentions of brand name 1 Livemook: total mentions of brand name 89 YXLady: total mentions of brand name in the last month 83 PCLady: total mentions of brand name 111 Rayli: total mentions of brand name 2,275 Self.com.Chinese: total mentions of brand name 223 Trends.Chinese: total mentions of brand name 685 Vogue China: total mentions of brand name 462 Yoka: mentions of brand name with celebrity-related content 1 Yoka: total mentions of brand name 1,970





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Search Engine Performance

Has Baidu Brandzone on mobile: when searching Chinese name No Has Baidu Brandzone on mobile: when searching English brand name No Has Baidu Brandzone on desktop: when searching Chinese brand name No Has Baidu Brandzone on desktop: when searching English brand name No Baidu organic ranking on desktop: 1st result when searching Chinese brand name No Baidu organic ranking on desktop: 1st result when searching English brand name No Baidu organic ranking on mobile: 1st result when searching Chinese brand name No Baidu organic ranking on mobile: 1st result when searching English brand name Yes Baidu organic ranking on desktop: in 1st page when searching Chinese brand name 1 Baidu organic ranking on desktop: in 1st page when searching English brand name 3 Baidu organic ranking on mobile: in 1st page when searching Chinese brand name 1 Baidu organic ranking on mobile: in 1st page when searching English brand name 3 Baidu organic ranking on desktop: in top 3 results when searching Chinese brand name 0 Baidu organic ranking on desktop: in top 3 results when searching English brand name 0 Baidu organic ranking on mobile: in top 3 results when searching Chinese brand name 0 Baidu organic ranking on mobile: in top 3 results when searching English brand name 1 Has Baidu Baike profile Yes Baidu Brandzone: includes customer service phone number N/A Has Haosou Direct: when searching Chinese brand name No Has Haosou Direct: when searching English brand name No Baidu Brandzone: number of links within Brandzone N/A

Brand Initiated Social

Douban: has account No Tudou: has account No WeChat: has service account No WeChat: has verified service account N/A WeChat: has subscription account Yes WeChat: average number of posts per month by verified account (service or subscription) 9 WeChat: has verified subscription account Yes Weibo: has verified account Yes Weibo: has account Yes Weibo: number of posts in 2014 Q4 116 Weibo: number of posts in 2015 Q1 86 Weibo: average posts per month in 2014 Q4 39 Weibo: average posts per month in 2015 Q1 29 Weibo: total number of posts in history 938 Weibo: total number of posts in last month 31 Youku: has account Yes Youku account: number of videos 84





Influ

ence

r Effe

ct

Beauty

Total brand mentions by Beauty KOLs 3 Average brand mentions by Beauty KOLs per month 1 Total brand impressions from Beauty KOL brand mentions 513,081 Average monthly brand impressions from Beauty KOL brand mentions 85,514 Average number of reposts per brand mention by Beauty KOLs 458 Average number of comments per brand mention by Beauty KOLs 116 Average number of likes per brand mention by Beauty KOLs 898 Total reposts of Beauty KOL posts that mention the brand 1,375 Total comments of Beauty KOL posts that mention the brand 348 Total likes of Beauty KOL posts that mention the brand 2,693

Celebrity / Model

Total brand mentions by Celeb/Model KOLs 11 Average brand mentions by Celeb/Model KOLs per month 1.83 Total brand impressions from Celeb/Model KOL brand mentions 58,073,687 Average monthly brand impressions from Celeb/Model KOL brand mentions 9,678,948 Average number of reposts per brand mention by Celeb/Model KOLs 266 Average number of comments per brand mention by Celeb/Model KOLs 209 Average number of likes per brand mention by Celeb/Model KOLs 605 Total reposts of Celeb/Model KOL posts that mention the brand 2,921 Total comments of Celeb/Model KOL posts that mention the brand 2,304 Total likes of Celeb/Model KOL posts that mention the brand 6,653

Fashion Blogger

Total brand mentions by Fashion Blogger KOLs 15 Average brand mentions by Fashion Blogger KOLs per month 3 Total brand impressions from Fashion Blogger KOL brand mentions 12,551,617 Average monthly brand impressions from Fashion Blogger KOL brand mentions 2,091,936 Average number of reposts per brand mention by Fashion Blogger KOLs 159 Average number of comments per brand mention by Fashion Blogger KOLs 147 Average number of likes per brand mention by Fashion Blogger KOLs 435 Total reposts of Fashion Blogger KOL posts that mention the brand 2,392 Total comments of Fashion Blogger KOL posts that mention the brand 2,200 Total likes of Fashion Blogger KOL posts that mention the brand 6,528





Influ

ence

r Effe

ct

Fashion Editor

Total brand mentions by Fashion Editor KOLs 8 Average brand mentions by Fashion Editor KOLs per month 1 Total brand impressions from Fashion Editor KOL brand mentions 4,721,958 Average monthly brand impressions from Fashion Editor KOL brand mentions 786,993 Average number of reposts per brand mention by Fashion Editor KOLs 47 Average number of comments per brand mention by Fashion Editor KOLs 20 Average number of likes per brand mention by Fashion Editor KOLs 55 Total reposts of Fashion Editor KOL posts that mention the brand 376 Total comments of Fashion Editor KOL posts that mention the brand 157 Total likes of Fashion Editor KOL posts that mention the brand 436

Fashion Media

Total brand mentions by Fashion Media KOLs 83 Average brand mentions by Fashion Media KOLs per month 14 Total brand impressions from Fashion Media KOL brand mentions 104,941,664 Average monthly brand impressions from Fashion Media KOL brand mentions 17,490,277 Average number of reposts per brand mention by Fashion Media KOLs 137 Average number of comments per brand mention by Fashion Media KOLs 65 Average number of likes per brand mention by Fashion Media KOLs 217 Total reposts of Fashion Media KOL posts that mention the brand 11,353 Total comments of Fashion Media KOL posts that mention the brand 5,386 Total likes of Fashion Media KOL posts that mention the brand 18,050

Mom/Baby

Total brand mentions by Mommy KOLs 0 Average brand mentions by Mommy KOLs per month 0 Total brand impressions from Mommy KOL brand mentions N/A Average monthly brand impressions from Mommy KOL brand mentions N/A Average number of reposts per brand mention by Mommy KOLs N/A Average number of comments per brand mention by Mommy KOLs N/A Average number of likes per brand mention by Mommy KOLs N/A Total reposts of Mommy KOL posts that mention the brand N/A Total comments of Mommy KOL posts that mention the brand N/A Total likes of Mommy KOL posts that mention the brand N/A





Influ

ence

r Effe

ct

Shopping/ Deals

Total brand mentions by Shopping KOLs 30 Average brand mentions by Shopping KOLs per month 5 Total brand impressions from Shopping KOL brand mentions 5,381,452 Average monthly brand impressions from Shopping KOL brand mentions 896,909 Average number of reposts per brand mention by Shopping KOLs 13 Average number of comments per brand mention by Shopping KOLs 13 Average number of likes per brand mention by Shopping KOLs 17 Total reposts of Shopping KOL posts that mention the brand 393 Total comments of Shopping KOL posts that mention the brand 384 Total likes of Shopping KOL posts that mention the brand 503

Onl

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Dis

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Fashion BBS/Forums

55BBS: total user mentions of brand name 879 MpLife BBS: total user mentions of brand name 0 OnlyLady BBS: total user mentions of brand name 8 PCLady BBS: total user mentions of brand name 135 Yoka BBS: total user mentions of brand name 50 Trends.com BBS: total user mentions of brand name 415

Haitao/ Shopping/ Deals Platforms BBS/Forums

55Haitao: total comments on recent brand-related deals N/A 55Haitao: total likes on recent brand-related deals N/A 55Haitao: total brand-related deals posted 0 55Haitao: total user mentions about the brand 3 Etao: number of brand-related products for sale 11,000 Haitaozhijia: total mentions of brand name 0 Metao: number of brand-related products for sale 0 55Haitao: brand's English website offers rebates No Ebates: brand's English website offers rebates No Extrabux: brand's English website offers rebates No Mr.Rebates: brand's English website offers rebates No





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Haitao/ Shopping/ Deals Platforms BBS/Forums

YMatou: number of brand-related products for sale 2

55Haitao: number of followers for brand page N/A

DealAM: total brand-related deals posted 4

Dealmoon: average number of bookmarks in recent posts 13

Dealmoon: average number of comments about the brand in recent posts 7

Dealmoon: average number of likes in most recent posts 1

SMZDM: total number of comments about the brand in recent posts 303

SMZDM: total number of likes about the brand in recent posts 719

SMZDM: total mentions within "Haitao" section 20

SMZDM: total mentions within "shopping sharing" section 2

Mass BBS/Forums

Baidu Tieba: has a dedicated brand forum Yes

Baidu Tieba: number of posts within dedicated brand forum 13,887

Baidu Tieba: total number of user mentions 9,257

Sohu BBS: total brand-related mentions within 1 year 13

Sohu BBS: average mentions in each category within 1 year 1

Sohu BBS: total mentions (all time) 1,695

Sohu BBS: average mentions in each category (all time) 170

Tianya BBS: number of threads with brand mentioned in the thread title 113

Tianya BBS: number of posts across threads with brand mentioned in the thread title 22

Tianya BBS: total number of brand-related mentions 1,651

Xicihutong BBS: total number of brand-related mentions 50

Q&A Baidu Answers: number of mentions in the last month 8

Baidu Answers: number of mentions within 1 year 97

Baidu Answers: number of mentions for all time 265,895





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Social Platforms

Baidu Videos: number of videos with brand name 2,127

Douban: number of followers across all user-generated groups 389

Douban: number of user-generated groups 2

IN App: has brand fan pages Yes

IN App: number of fans across brand pages 200

IN App: number of brand-related images 912

LittleRedBook App: average number of comments for posts mentioning the brand 17

LittleRedBook App: average number of likes for posts mentioning the brand 232

Meilishuo: number of brand-related products for sale 1,143

Meipai: average comments across the last 24 videos mentioning the brand 16

Meipai: average likes across the last 24 video mentioning the brand 200

Mogujie: number of brand-related products for sale 0

Nice App: has brand fan page Yes

Nice App: number of fans on brand fan page 5,106

Nice App: number of users that tagged the brand 1,576

Nice App: number of images with brand tagged 2,591

Celebrity Closet App: number of brand fans 871,454

WeChat: mentions by public accounts in the last month 1,328

WeChat: mentions by public accounts in the last week 432

Weibo: number of brand mentions by verified user accounts 87,871

Weibo: number of brand-related organic posts by users 484,507

Weibo: total brand mentions by users 1,916,685

Tourism

Baidu Travel Youji: total brand mentions 2

Ctrip BBS: total brand mentions 7

Mafengwo Youji: total mentions of brand name 13

Qyer: brand mentions within "trip planning" section 2

Qyer: total brand mentions 19

Tuniu BBS: total brand mentions 0

Video Websites

Ku6: total number of videos with brand name in the title 224

Ku6: total views of top 5 most viewed videos with brand name in the title 3,449

Tudou: total number of videos with brand name in the title 455

Tudou: total views of top 5 most viewed videos with brand name in the title 174,275

Youku: total number of videos with brand name in the title 345

Youku: total views of top 5 most viewed videos with brand name in the title 158,773





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Customer Service

Baidu customer service listing: Chinese brand name search No Baidu customer service listing: English brand name search No Official mobile-optimized Chinese website has click to call function Yes Dianping: average number of reviews for Beijing stores 5 Dianping: average number of reviews for Chengdu stores 3 Dianping: average number of reviews for Guangzhou stores N/A Dianping: average number of reviews for Hangzhou stores N/A Dianping: average number of reviews for Shanghai stores 1.7 Dianping: average number of reviews for Shenzhen stores N/A Dianping: average star rating for Beijing stores 3.5 Dianping: average star rating for Chengdu stores 3.5 Dianping: average star rating for Guangzhou stores N/A Dianping: average star rating for Hangzhou stores N/A Dianping: average star rating for Shanghai stores 3.4 Dianping: average star rating for Shenzhen stores N/A

Customer Service

Brand Site: number of clicks from homepage to page with detailed store info 4 Baidu Maps: number of store listings in China 11 Baidu Maps: number of provinces with stores in China 4 Dianping: number of official retail listings in Beijing 2 Dianping: number of official retail listings in Chengdu 1 Dianping: number of official retail listings in Guangzhou 0 Dianping: number of official retail listings in Hangzhou 0 Dianping: number of official retail listings in Shanghai 4 Dianping: number of official retail listings in Shenzhen 0 Sogou Maps: number of store listings in China 7 Brand website: total number of retail stores listed in China (excluding HK) 6 Brand website: number of retail stores listed in Beijing 3 Brand website: number of retail stores listed in Shanghai 2 Brand website: number of retail stores listed in China (excluding Beijing, Shanghai and HK) 1 Brand website: number of retail stores listed in Hong Kong 4



BRAND-LEVEL SURVEY PERFORMANCE

CHINA LUXURY BLUEPRINT 05 2015


EXAMPLE: SAINT LAURENT PURCHASERS

18-24

25-29

30-44

35-44

45+

SAINT LAURENT

BRAND-LEVEL SURVEY RESULTS

SAINT LAURENT (1/3)

Brand performance snapshot (compared to all respondents, N=2,268)

Who are the buyers/receivers? Profile of the brand’s buyers and receivers (n=165)

AGE

BRAND AWARENESS

47%

AVG 32.8

PERCEPTION AS LUXURY

7.56

RESIDENCE!

17% BEIJING

23% SHANGHAI

12% GUANGZHOU

48% OTHER

DEVICES OWNED!97% SMARTPHONE

21% FEATURE PHONE

77% TABLET

82% LAPTOP

79% DESKTOP

DIGITAL ACTIVITY (used at least twice per week)!83% BAIDU

71% WEIBO

88% WECHAT

64% YOUKU

33% DOUBAN

27% BULLETIN BOARDS

39% REVIEW SITES

PURCHASED (P12M*) 5% PURCHASED OR RECEIVED AS GIFT (P12M) 7% PURCHASE INTENT (N12M*) 8%

GENDER!

47% 53%

FAMILY STATUS

84% MARRIED!

62% HAVE CHILDREN!

SMARTPHONE BRAND OWNED 29% APPLE

32% SAMSUNG

16% HUAWEI

12% MI

8% OTHER

OUT OF 10

AVERAGE ANNUAL HOUSEHOLD INCOME

CNY ¥619,752 USD $99,960

EUR €92,500

P12M means “Past 12 Months” and N12M means “Next 12 months” Note: Exchange rate used: 1 USD = 6.2 RMB, 1 EUR = 6.7 RMB


SAINT LAURENT

18%!

31%!

56%!

33%!

32%!

ALIPAY

CASH

CREDIT CARD

CHINA UNION PAY

DEBIT CARD

Where? Which region/country did the consumer buy from when traveling abroad (in-store only)?

32%!

11%!

7%!

19%!

14%!

15%!

1%!

AUTHENTICITY

CONVENIENCE

PRESTIGE OF LOCATION

PRICE

PRODUCT VARIETY

QUALITY OF SERVICE

OTHER

How? What payment methods did the consumer use?

Why? What was the primary factor driving the purchase decision for specific channels?

41%!

31%!

17%!

AUTHORIZED RESELLER

BRAND-OWNED CHANNEL

DAIGOU (UNAUTH. RESELLER)

Did the consumer use an intermediary or buy directly from a brand-owned channel?

Did the consumer buy online or in-store at a retail location? In China or outside China abroad?

Note: Many of these graphs do not add up to 100% due to multiple choice options *SE Asia includes: Singapore, Malaysia, and Thailand **Other includes “Do not know” or “do not recall”

SAINT LAURENT (2/3)


22%!

47%!

31%!

22%!

20%!

24%!

27%!

4%!

EUROPE

HONG KONG

JAPAN

S. KOREA

SE-ASIA*

TAIWAN

USA

OTHER

27%!

38%!

20%!

27%!

30%!

ECOMMERCE: CHINA

IN-STORE: CHINA

ECOMMERCE: ABROAD

IN-STORE: ABROAD

DUTY FREE


N = 165

SAINT LAURENT

Primary rationale for purchase decision within each purchase channel

SAINT LAURENT (3/3)


China Outside China

All Ecommerce In-store Ecommerce In-store Duty Free

Number of buyers/receivers 165 44 63 33 45 50 Authenticity 32% 23% 33% 39% 36% 32% Convenience/Speed 11% 11% 10% 9% 7% 20% Prestige Because of Location 7% 5% 8% 9% 11% 4% Price 19% 25% 14% 21% 22% 16% Product Variety/Availability 14% 25% 16% 9% 9% 10% Quality of Service/Experience 15% 7% 19% 12% 16% 18% Other* 1% 5% 0% 0% 0% 0%

China Outside China

All Ecommerce In-store Ecommerce In-store Duty Free

Number of buyers/receivers 165 44 63 33 45 50 Alipay 18% 52% NA 21% NA NA Cash 31% NA 37% NA 24% 34% Credit 56% 25% 24% 52% 51% 54% China Union Pay 33% 27% 27% 24% 18% 20% Debit 32% 25% 33% 15% 18% 14% Other* 2% 0% 0% 6% 0% 2%

Payment method within each channel (multiple options allowed)


Note: An individual purchaser could have bought the same brand in multiple locations Percentages within each column of the “Payment Method” table will not add up to 100% due to multiple selection options *Other includes “do not know”

ABOUT BOMODA CHINA LUXURY BLUEPRINT 05 2015


Our Vision CREATE A TRANSPARENT VIEW OF THE CONSUMER IN THE WORLD’S MOST COMPLEX MARKETS

Bomoda was founded on the belief that global brands can build more meaningful relationships with their customers in emerging markets through better intelligence. Our thesis is straightforward:

•  Many brands over rely on their understanding of how consumers behave in Western markets in executing their emerging market strategy

•  Many brands have a difficult time leveraging complex and foreign digital landscapes to activate the global consumer

•  Divergent data sources make it difficult to generate an informed and flexible plan

Bomoda helps brands connect the dots. Using a proprietary mix of data science and human curation, BOMODA provides leading brands with a new level of transparency into what drives customer behavior around the world. We unite disparate data sources to improve customer understanding, market strategy and business execution.


MANAGEMENT TEAM

BRIAN BUCHWALD, CEO and Co-Founder

Brian co-founded Bomoda in 2012 after spending over 15 years focused on advertising technology, digital media and mobile solutions with notable companies like NBC Universal and DoubleClick. As an Executive Vice President at NBC, Brian helped oversee the creation of Hulu and he led the NBC operations of the joint venture from conception through its beta launch. Brian began his career as an investment banker in Silicon Valley at Morgan Stanley. He holds a BA from Dartmouth College.

SUKI SUN, Co-Founder

Suki co-founded Bomoda in 2012. She has more than 13 years of executive experience with industry-leading fashion and lifestyle media brands and in digital PR. Prior to Bomoda, Suki served as Editor-in-Chief of TimeOut Shanghai and as the Executive Editor-in-Chief of Seventeen Magazine China and Features Editor of Elle China. Suki began her career advising various consumer brands on their advertising and communications efforts in China as a Senior Account Executive at Edelman China. She holds a BA from Fudan University in Shanghai.

BRAD WOOD

Brad has 13 years of entrepreneurial and leadership experience providing data-driven, strategic insights to International businesses across a wide variety of industries. Brad co-founded a marketing insights business in 2003 called Clear Horizons which was sold to YouGov, a publicly traded global market research firm, in 2009. As a Principal in the U.S. Custom Research business at YouGov, he spent 6 years working with executives at leading brands like Expedia, Netjets, Panasonic, Pepsi, and Bloomberg to solve critical business issues. Brad holds a BA in East Asian Studies from Princeton University.


JESSICA YAO

Jessica has spent her career focused on digital marketing for the China luxury and retail market. She specializes in unearthing market and brand-specific trends and creating actionable analysis from those trends. Prior to Bomoda, Jessica oversaw strategic services at Morpheus Media for clients entering China with a primary interest in social media, search optimization, digital content marketing and international marketing strategy. Her client roster included luxury brands from LVMH and Gucci Group, to contemporary labels. Jessica holds a BA degree from the University of Illinois.

IRIS YEN

Iris has spent over a decade in strategy consulting, marketing and digital solutions. Prior to Bomoda, she worked at McKinsey & Co. where she delivered many successful client engagements for enterprise clients. Iris also worked at Rosetta/Publicis Groupe, where she leveraged the Company’s proprietary algorithm to provide data-driven consumer insights to numerous companies. She received her BA/BS degrees from the University of Pennsylvania, and her JD-MBA from Northwestern University School of Law and Kellogg School of Management.

SIWEI ZHU Siwei Zhu is an expert in the field of Chinese consumer behavior, innovation and digital trends. He co-authored the book Swindlers, Fools and Maniacs (published in April 2015), in which he discusses the rational and irrational financial behavior of Chinese investors. Siwei previously worked for CCTV, the largest national television network in China, where he developed a deep understanding of consumer behavior and trends through audience surveys. He received his B.S. in Electrical and Information Engineering from Beijing Information Science Technology University, and a M.S. in Information Systems from NJIT. ”He is a PhD candidate in Innovation Management at Stevens institute of Technology.

ABOUT BOMODA

OUR SUPPORTING SERVICES


CONTENT Bomoda’s content team leverages our data and decades of journalistic experience to aid clients in the development, deployment and management of content across digital platforms.

ABOUT BOMODA

DATA Our data services complement our Blueprints by providing custom data collection for clients and key competitors at a higher frequency, custom econometric models, and collection of non-traditional sources,. This can include the integration and modeling of proprietary client data.

STRATEGY Bomoda’s strategy work builds upon our data collection and analysis to provide unique leverage for our clients in such areas as market entry, competitive landscapes, addressable market sizing, etc.

Contact Us For more information, please contact us:

(888) 266-4394 [email protected]

Bomoda U.S. HQ: 33 West 17th 5th Floor New York, NY 10011 www.bomoda.com


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