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A project financed by the European Union

Implementing Partners

China Social MediaPaul McNiel and Pierre Eloy

About The EU SME Centre

• A project funded by the European Union in 2010 to help European small and medium-sized

enterprises (SMEs) get ready to do business in China

• Implemented by 6 chambers of commerce

• An official member of European Enterprise Network (EEN)

• Partnered with over 270 government agencies and business support organisations in Europe

and China

• Has a network of over 170 China experts worldwide

• Local office in Beijing

• In-house experts - Market Access, Business Development, Legal and HR

Implemented by

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• The Benelux Chamber of Commerce – BenCham – is the most active Benelux business

platform in China. Its members, leading companies from the Benelux region, share an active

interest in developing trade and business in China. It is the only Chamber of Commerce which is

officially recognized and supported by all three Benelux embassies in China.

• BenCham currently has over 250 members, aspiring to grow further everyday. Its base consists

of Large Enterprises, Small and Medium sized Enterprises (SMEs) as well as individuals with an

active interest in developing their business in China. As an independent, non-profit organization,

BenCham is managed by a full-time secretariat of both Benelux and Chinese staff. All practices

are guided by an active Board of Directors.

• For more information about the activities of the BenCham, please visit www.bencham.org.

About BenCham

China is now classed as a Middle-Income nation

420 million

People are now classed as

middle-class and above

1,415 million

Population in 2018,

growing at a rate of around

0.3%

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With the continued move from rural to urban creating huge

metropolises

GROWTH DOWN INTO T3 - T4 CITIES

While China’s internet penetration continues to

creep forward, approaching one billion, marketers

are turning more attention to lower tier cities to

connect with new consumers. T3-T4 cities represent

(in some cases) fresh opportunities to scale up.

Wise companies will start targeting specific city/

clusters to concentrate growth efforts - to gain a

healthy share in a smaller geography - and then use

that momentum as a base for broader expansion.

Each city/regional cluster also represents unique

cultural dynamics. National advertisers will therefore

usually have 3-4 ‘cluster concepts in motion

concurrently.

It’s interesting to note that China’s urban population is 800

million people, which is a near exact match for its current

internet population at 802 million netizens.

China Online – Still room for growth in lower tier cities

57.7% Of the Chinese population is now online

97.5% Proportion of mobile internet users

802 million Mobile internet users

Chinese netizens are extremely active on the internet,

embracing the advent of social media,

interacting and creating millions of searches and conversations daily

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China in 60sec

A big country with big numbers, but

Kantar Media brings it to life in real

world examples from ride-hailing,

search, social media usage,

ecommerce and travel.

China Online – Mobile Payment

800 millionMobile online payment users

RMB 120.3 trillion

3rd Party Mobile expenditure in 2017

65.5% of all mobile internet users pay using their mobile

device, growth coming from rural markets.

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The Evolution of Singles Day

Singles Day – Maximizing Buying Potential

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A Complete Integrated Eco-System

China Online – Still Room for Growth in Lower Tier Cities

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Ecommerce has Evolved Well Beyond Tmall and JD

Targeting 18-to-35-year-old Chinese urban female,

the platform helps users discover and buy luxury,

fashion and beauty products from overseas, share

shopping tips and swap fashion ideas.

A Social+ Model Where Business is Anchored by a Social Pillar that Drives

User Engagement and Growth

Targeting mainly lower tier cities and older

consumers, the platform helps users discover and

buy everyday items in a form of group buying

directly from manufacturers.

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Multiple Touchpoints for Brand Discovery

Social Media

WeChat Deep Dive

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WeChat is the Swiss Army Knife for Customer Interaction

Based on people’s real social networks (which are connected with the same peers or common interests)

Combined with different usage in people’s real life and O2O engagement

TRAFFIC MESSAGE SHARE MINI APP/ H5 PAYMENT CRM LBS …..

Mobile

WebsiteSocial

Communication Loyalty

CampaignO2O

Social

Campaign

Awareness Campaign Customer Experience

E-Commerce

Leads Generation &

Nurturing

WeChat Ecosystem: Evolved from a Communication Toolkit to an

Integrated Social Commerce Platform

WeChat Ecosystem

WeChat Pay WeChat Ads

Social CRM

Official

AccountMini Program

Loyalty & Nurturing

Launch social CRM and loyalty program on WeChat which will record

followers’ behavior, to enhance follower loyalty and support deeper

marketing opportunities.

5.

Mobile Booking

Establish mobile purchasing process on

WeChat, which includes optimized user

journey and efficient back-end work flow.

Applications & Service

Develop practical functions to improve

consumers’ digital experience and

connect with multiple offline scenarios

Awareness & Reach

Leverage WeChat banners & Moments

Ads to improve the visibility of accounts

and enlarge follower acquisition.

Acquisition & Retainer

Acquire new followers and retain the

follower base through communication

and engagements

4.

3.

1.

2.

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TIFFANY | T CAMPAIGN

TIFFANY’S T COLLECTION IS FOCUSED ON

FASHION FORWARD MILLENNIALS. HOW CAN

WE BETTER REACH AND APPEAL TO YOUNGER

AUDIENCES ON SOCIAL MEDIA?

WE COLLABORATED 4 TIFFANY CELEBRITIES TO PROMOTE “T” COLLECTION PRODUCTS BY

CREATING ENERGETIC SHORT VIDEOS OPTIMIZED FOR MOBILE PHONES. FOUR WAVES OF

WECHAT MOMENTS AD WERE LAUNCHED AND EACH CELEBRITY WAS FEATURED IN A

SHORT VIDEO TO T COLLECTION ATTITUDE.

Celebrity

Influencers

Pull & Bear: Creating an Influencer UGC CommunityMicro

Influencers

We developed an influencer community for Pull & Bear comprised of rising-star digital influencers.

We then periodically issue “missions” that task influencers with creating new content for different

rewards. Influencers then create high quality content which is then spread across P&B’s social

assets, paired with outfit pricing and other info for followers. The community gives P&B a steady

steam of high quality localized content at a fraction of traditional KOL costs. It also builds a long-term

relationship and loyalty among member KOLs.

Results

• +50 new influencers in 1st

month

• 200+ High Quality UGC/month

• +110% vs avg. post

engagement

4. PUBLISH UGC TO WECHAT3. PUBLISH UGC TO WEIBO, INSTAGRAM AND NICE

2. GIVE INFLUENCERS UGC MISSIONS

1. SIGNING UP NEW INFLUENCERS

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Singapore Airlines: Australia Northern Territories CampaignJoint

Promotions

Step 2Guide our audience to go

through different touristic

routes and interact with them

through a questionnaire.

Step 1Choose the top 3 unique travel

experiences in ANT and inspire

our audience with high-impact

visuals and an interactive

HTML5.

Brief:

Co-branding campaign with Australia Northern Territories

Tourism Office, to promote ANT destination and SIA routes to

ANT.

Our Insights

•Today, the biggest travel trend in Chinese travel patterns

has evolved, they are removing from ‘tourists’ to ‘travelers’.

Especially true for Millennials, who would prefer to explore

a new destination or unique and authentic experience.

•For Chinese, nature experiences and eco-tourism are in

the top 3 desired travel activities, quite different from other

countries surveyed.

•As a brand new destination for Chinese travelers, the

untouched natural beauty and mysterious experience of

ANT is highly attractive.

Campaign Idea

This is an untouched destination with

unparalleled natural beauty, an experience

beyond your wildest imagination.

Among the top 3 experiences in ANT, which one

you would like to personally experience? Answer

questions to win a unique exploration trip.

Outcome

Through precise targeting, the click

interaction % (点击互动率) reached

77.6%, 691,000 impressions and 1,870

new registrations

Canali: Chinese V-day Activation

On Chinese V-day occasion, we collaborated with famous paper artist and invited him to make Canali customized paper art work

which expresses V-day traditional fairy tale. With a holiday greeting, it smoothly shows the new collection in an artistic and

innovative way.

Event

Targeting

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TIFFANY | 5.20 LOVE CAMPAIGN

HOW CAN TIFFANY “OWN LOVE”

AND STAND OUT FROM THE

CROWD OF BRANDS RUNNING

CAMPAIGNS DURING CHINA’S

LOCAL LOVE HOLIDAY?

TO CELEBRATE 5.20 (WHICH SOUNDS LIKE I LOVE YOU IN CHINESE) WE CREATED A H5 WITH ILLUSTRATIONS OF A

LOVE JOURNEY. THE H5 HAS TWO MODES, SINGLE SCREEN OR DOUBLE SCREEN, ALLOWING FOLLOWERS TO

INTERACT WITH LOVED ONES WHEN TWO SCREENS ARE HELD TOGETHER. AFTER USERS FINISH WATCHING THE

LOVE JOURNEY ANIMATION, LOVE THEME ILLUSTRATIONS ARE DISPLAYED WITH A PRODUCT SHOWCASE TO

STRENGTHEN THE CONNECTION BETWEEN TIFFANY PRODUCTS AND THE 5.20 LOVE GIFTING THEME.

Event

Targeting

WECHAT MOMENTS AD CUSTOMIZED H5 FOR USER TO SELECT MODE SINGLE SCREEN MODE DOUBLE SCREEN MODE

StickersTiffany: Love Campaign Stickers

We created a series of stickers to

accompany Tiffany’s “Choose

Love” campaign. Stickers were first

showcased in a long from post on

WeChat integrated in the content to

provide an engaging story.

Stickers were also all collected at

the end of the post, formatted to be

easily saved and shared while we-

chatting with friends.

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PAUL SMITH | “MY NAME IS PAUL SMITH” BEIJING EXHIBITION

WE NEEDED TO DRIVE AWARENSS

OF PAUL SMITH’S BEIJING EVENT

AMONG YOUNG CHINESE

MILLENNIALS ON SOCIAL MEDIA.

TO PROMOTE PAUL SMITH #MY NAME IS PAUL SMITH OFFLINE EXHIBITION IN BEIJING, WE LAUNCHED

SEVERAL SOCIAL ENGAGEMENTS TO ENCOURAGE SOCIAL COMMUNICATION AND OFFLINE VISITS WHILE

LEVERAGING WECHAT AND WEIBO ADS TO DRIVE AWARENESS. WE ALSO WORKED WITH SEVERAL DOUYIN

KOL TO CREATE INTERESTING SHORT VIDEOS IN DOUYIN TO DRIVE SOCIAL BUZZ.

Online to

Offline

CALVIN KLEIN | SOCIAL ECOMMERCE: CUSTOMIZABLE GIFTS FOR CHINESE VALENTINE’S DAY

CALVIN KLIEN WANTED TO

CREATE A FUN WAY TO CREATE

AND SEND A MEMORABLE GIFT

TO YOUR LOVED ONES ON

CHINESE VALENTINE’S DAY.

WE CREATED A SOCIAL COMMERCE MINI PROGRAM FOR CALVIN KLEIN TO CELEBRATE CHINESE VALENTINE’S DAY. THE

MINI PROGRAM ALLOWED FOLLOWERS TO FULLY CUSTOMIZE THEIR UNDERWEAR, FROM CHOOSING TYPE, COLOR, SIZE

AND EVEN PLACING TEXT ON ONE OF THREE DIFFERENT SECTIONS OF THE PRODUCT. ONCE CUSTOMIZATION WAS

FINISHED, CUSTOMERS CAN CLICK BUY AND HAVE THE PRODUCT DELIVERED TO THEIR PREFERRED ADDRESS.

Mini-program

ecommerce

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Get Ready for China!

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