Social Branding for Luxury in China (L'Atelier Presentation)
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Social Branding for Luxury in China Connecting your luxury brand to China’s social influencers Organized by L’Atelier BNP Paribas In partnership with P1.CN & SAME SAME
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L’Atelier, in coordination with P1.CN and SAME SAME, organized a conference last March 8 entitled “Social Branding for Luxury in China” . This event mainly targeted luxury brands which recognized the need to change with the digital landscape and make better decisions on how to engage China’s affluent consumers through social media.
Transcript of Social Branding for Luxury in China (L'Atelier Presentation)
Social Branding for Luxury in ChinaConnecting your luxury brand to China’s social influencers
Organized by L’Atelier BNP ParibasIn partnership with
P1.CN & SAME SAME
Patrice Nordey CEO
L’Atelier (Shanghai) Ltd.BNP Paribas Group
Why luxury brands cannot miss the social media wave
Video
The challenges
While luxury brands needs exclusivity, digital is by definition an accessible channel.
Awareness of the brand’s promise is accessible
Achievement of the brand’s promise is exclusive
Source: Digital Strategies for Luxury Brands, Publicis
All luxury communications fall somewhere in the spectrum between accessibility and exclusivity
Luxury brands must, by definition, be exclusive. However, their value must be recognized and desired even by those who cannot attain it.
In addition to the role of digital communications in driving accessibility and awareness, some luxury brands are beginning to offer selective online content, services and communities to their customers
Closed communities and selective content can drive the brand’s sense of exclusivity
FROM
TO
Exclusivity versus Accessibility
Convenience versus Experience
but Cold and not glamorous
Internet is Convenient
Convenience versus Experience
Becoming more
emotional
Convenience versus Experience
Becoming moreglossy
Convenience versus Experience
More immersive experiences
Using video content
http://www.louisvuittonjourneys.com
Open questions for today
Who are the social influencers in China?
How to engage them?
What are the best strategies to leverage social media?
18:30 - 19:00 Welcome drink & Networking
19:00 - 19:30 Why luxury brands cannot miss the social media wavePatrice Nordey, CEO, L’Atelier (Shanghai) Ltd. - BNP Paribas Group
19:30 - 19:50 Partners introductionSophia Pan, COO & Founder, P1.CNMichel Campan , Managing Partner, SAME SAME
19:50 - 20:10 What affects social influencers’ lifestyle choices and how to engage themAnn Wang, Business Development Director, P1.CN
From 21:15 Dinner & Networking
20:10 - 20:30 How luxury brands have adapted their marketing strategy to social influencersVictor Yang, General Manager, SAME SAME
20:30 - 21:15 Round Table: discussing the impact of social media for luxury brands in ChinaSpecial guest: Rachel Zhu, Marketing Manager, Chaumet
Agenda
Sophia Pan COO & Founder, P1.CN
Michel CampanManaging Partner, SAME SAME
What affects social influencers’ lifestyle choices and how to engage them
Ann Wang, Business Development Director, P1.CN
How luxury brands have adapted their marketing strategy to social influencers
Victor Yang, General Manager, SAME SAME (China)
Round Table: The impact of social media for luxury brands in China
Special guest: Rachel Zhu, Marketing Manager, Chaumet
Closing remarks
Thanks!
