infographic | luxury watches: who leads in chinese social media?

10 000 - 30 000

If executed well, Wechat & Weibo can be an effective way to communicate with your Chinese target market and support your marketing plans.

LUXURY WATCHESWho leads in Chinese social media? Made in Shanghai by Uncle Advertising - September 2013

CHINESE SOCIAL MEDIA

NUMBER OF FANS ON WEIBO

199 272

95 259

82 230

1. The number of fans is one of the key performance indicators but it can lead to wrong conclusions about consumer behavior and brand performance. 2. Wechat doesn’t reveal the numbers of fans on the official brand page unless you have access to the back office system.

597million Chinese users are active on microblogs.

More than 40% of Chinese consumers read and post reviews online.

1/3 say they make purchasing decisions based on what is said about a product on social media.

Listen and INTERACT with fans by managing a RESPONSIVE customer service, answer and repost customer feeds.

Reminder: Help your followers to love your brand and act upon it.

Provide a UNIQUE, CONSISTENT and USER ORIENTED content on a regular basis. Keep track with a specific content plan.

BEST PRACTICES

to LOYALTY

from

awar

enes

s

WEIBO POSTING FREQUENCY

WECHAT CONTENT

18

Jaquet Droz Chopard

Uncle Advertising is a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies. We provide ‘creative solutions’ which build brands and businesses in China. We help brands to listen, understand and engage in conversations in chinese social media: Weibo and Wechat.

Average number of posts per week

Girard Perregaux

12

TAGHeuer

10

Rado

Audemars Piguet IW

C Hublot

9 7

Jaeger Le Coultre Blancpain Richard Mille

5

Montblanc Vacheron Constantin Patek Philippe Baum

e&Mercier

4

Zenith Fendi

3

Roger Dubuis A.Lange&Sohne

2

Cartier Piaget

...

WEIBO CONTENT & INTERACTION WITH FANS

Reposted 118 times within few days, this post is engaging fans by offering CD signed by artists participating in the upcoming Shanghai Jazz Festival.

Cartier Father’s Day Gift ListThis post is not only promotional. Fans feel concerned with hot topics related to family and don’t hesitate to share it.

Chinese brand ambassadors and celebrities

CAMPAIGNS CELEBRITIESKNOWLEDGE

BRAND FANS

TAGHeuerType of content37%

21,8%14,6% 13,3% 12,9%

0,4%

Campaign

CelebritiesBrand HistoryConnect

Product

CSR

Jaeger Le Coultre

Cartier

IWCType of content

50%25%

40%

Campaign

Product

Festival

China’s population:1,354 billion

TAGHeuer

Piaget

Montblanc

IWC 40 778

Jaeger Le Coultre 33 550

Girard Perregaux 30 807

Audemars Piguet

Fendi 35 516

30 156

Cartier 482 827 fans (not only a watch brand)

Hublot Patek Philippe

RadoBaume & Mercier

BlancpainZenith

ChopardA.Lange & Sohne

Vacheron Constantin5 000 - 10 000 Under 5000

Jaquet DrozRoger DubuisRichard Mille

Your fans expect regular updates.Promoting your posts with images and videos is essential to keep them engaged and active.

ContributorsEshion Gao, Elsa Bouillot, Josselin Roulet

25% 25%

This post announces the IWC China Tour and presents briefly the brand history and some products.IWC is posting more frequently on Weibo than Weixin.

MONTBLANC Creating early “buzz” around the product is a fantastic way to increase and develop word-of-mouth (iWOM)

1. Purchasing and owning luxury watches is a status symbol for Chinese people. Posting about products and brand history satisfies the need of the fans who are eager to learn as much as they can about luxury watches and brands. 2. Fans often repost about celebrities and campaigns.

To encourage them to post and repost , you must understand the interests of your audience and connect with them by engaging and posting relevant information.

How to engage with fansand make themINTERACT

?

#TAGHeuer store activities# TAGHeuer has officially launched its Wechat account! From now and until September 12, TAGHeuer, through Wechat, gives a chance to win TAGHeuer Jazz Week CD signed by the artists. […] Jazz Lovers act now! (For specific stores information please click on the picture).

For your beloved father, Cartier presents a selection of gifts: the Tank Anglaise watch that sketches out father’s elegance and simplicity; the Ballon Blue watch with dazzling diamond wrist band which represents his deep and courageous character […]

For more information, please visit our linkedin company page Uncle Advertising (Scan our QR code), follow us on Twitter @ShanghaiUncleAd or drop us an email at josselin@uncle-ad.com.