1. China e-commerce and
Social Media
Customer behavior
Overview

2. China is set to become the world’s next e-
commerce superpower to become the largest
online commerce market in the world:
> estimated market size of $300 billion.
> By 2015 reaching 44 percent of population
> shoppers in China will grow to 329 million.

3. Much younger, on average, than their Western
counterparts — have different expectations,
preferences and patterns of behavior.

4. Chinese consumers are still price-sensitive and have
poor loyalty towards brands

5. High-spending consumers are looking for
must-have seasonal items that aren’t
available elsewhere, a growing demand
for niche labels

6. Consumers in China have a lower
baseline knowledge of fashion products
and are ravenous for information
an opportunity for retailers to engage
them more frequently with content and
advice

7. BUT

8. Chinese shoppers trust information and
recommendations from their peers on
blogs, social networks and user review
sites far more than official brand
communications

9. Chinese consumers will become loyal to
an e-commerce company because of
high quality service

10. Social Media as a Customer Care
and influence platform
Customer Insight
Brand Awareness
Integrated
Interaction
conversation is the key to good performances

13. Digital Consumption

14. Sina Weibo is the right place where to
structure the brand communication
with high possibilities of success in
terms of engagement.
More than 300 million users

15. Sina Weibo is already part of Chinese pop-
culture thanks to celebrities presence

16. Digital Influence

17. Conversation is the key to good
performances on Sina Weibo
more than 130,000 brands are active on Sina Weibo

18. As on Facebook using Sina Weibo luxury
brand can educate customers to the brand
value
E.g. make-up advice, influence about haute couture products, sharing
catwalk, events and backstage photos, brand content, sweepstakes

19. Reward VIP customers or fun to
create a real engagement

20. Lancome share interesting tips about
make-up and personal style, and educate
consumers on how to choose and use
products to get the perfect look

21. Louis Vuitton chose to focus on high-
standards, sharing high-quality videos,
pictures and previews of their classy events.
Integrating Weibo with the Youku video
platform

22. The fashion magazine
ELLE China frequently
involves the
community on the
social network in
choosing which star or
which model to put in
the cover for the next
issue.

23. Burberry ask questions and organize polls related to
the brand and to consumers’ lifestyle, and – most
important thing – they listen to their online
communities, often re-sharing contents that their
follower post

24. “It’s all about involving them every
single day”
Jeff Yurcisin, manager at Shopbop.com

25. THANKS
My Blog: www.womarketing.com
Twitter: @womarketing
To learn more about Sina Weibo: http://bit.ly/IBYusl
External Sources: http://www.labbrand.com / http://www.businessoffashion.com/