1、IMPROVING THE EFFECTIVENESS&EFFICIENCY OF MARKETERS&THEIR AGENCIES1A REPORT ON LUXURY AND FAST FASHIONSMOST VALUABLE INFLUENCERS CHINALUXURY,BEAUTY INSIGHTS Q3 2016and FASHIONIMPROVING THE EFFECTIVENESS&EFFICIENCY OF MARKETERS&THEIR AGENCIES2his report looks at more than 400 KOLs in China,for the fi
2、rst time,in a highly quantitative way using deep analysis of Mentions,Likes,Reposts,Sentiment and Engagements.It doesnt rely on hearsay and rumor it relies on data.Bomoda and R3 are collaborating in China to give transparency to the world of Social and E-Commerce.While this is a new partnership,our
3、collective management teams have years of history in the Middle Kingdom.Our goal is simple improved insights will lead to better business decisions and results.To produce this report,we didnt rely on prior wisdom or a consumer survey we spent countless hours analyzing several thousand Key Opinion Le
4、aders(“KOLs”)talking about or being discussed in tandem with 25 of Chinas leading luxury,fashion and beauty brands.This painstaking analysis looked at mentions,reports,likes,reads,sentiment,purchase intent and total engagement-to form an overall picture of the strongest brands and the strongest opin
5、ion leaders.We hope you enjoy the first of our regular reports.IMPROVING THE EFFECTIVENESS&EFFICIENCY OF MARKETERS&THEIR AGENCIES4As keen observers of the Chinese social media marketplace and Chinas luxury and fast fashion industries,Bomoda has viewed and participated in the evolving and dynamic int
6、erplay between the two.There has been much discussion of late in the markets more competitive current state regarding the efficacy of KOLs.Naysayers claim that KOLs are overhyped and overpaid,merely attracting eyeballs and not sales.While we agree that there is some validity to this position,we also
7、 believe KOLs are,and will continue to be,an integral component to the Chinese consumer journey.Many KOLs are indeed inefficient,but this is more a matter of misaligned and mismanaged expectations than a lack of relevance.For every one celebrity who commands large sums to promote a brands products b
8、ut fails to generate the expected results,there is an unheralded and unpaid fashion blogger generating the necessary engagement and positive sentiment to affect sales.In the attached analysis we seek to unlock for the month of July 2016 who exactly were the most valuable content creators and celebri
9、ties leveraged by or captured wearing the 25 representative brands in our report.Here,we sought to bring to the study more than the typically cited popularity and engagement metrics.Instead,while incorporating popularity and engagement as signs of impact,we also layered in the quality of the engagem
10、ent,the feelings it elicited in a blogger or celebrities followers,and whether the content motivated the consumer to look to buy the brand or product associated with the content.Each day,Bomoda churns through and analyzes 4 million public accounts on WeChat.We follow nearly 60,000 Weibo accounts dee
11、med influential based on size and engagement of the accounts following,as well as listen to mentions of those 60,000 accounts by all other Weibo accounts.The daily outcomes of the exercises we undertake for our clients include the private creation of a series of metrics tied to popularity,engagement
12、,authenticity,sentiment and purchase intent.Shorthand analysis such as this public report is imperfect and does not reflect the deeper insights we generate for our clients.For instance,we do not correlate social media activity to the purchase data we capture on Alibaba and Jingdong.And,KOL impact fl
13、uctuates markedly month-to-month.However we hope you find it valuable in your endeavors.DETAILED APPROACHIMPROVING THE EFFECTIVENESS&EFFICIENCY OF MARKETERS&THEIR AGENCIES6WeChat Bloggers(those creating content on WeChat via a public account associated with the 25 brands in the study)WeChat Celebrit
14、ies(those cited by a public WeChat account in connection with one of the 25 brands in the study)Weibo Bloggers(those creating content on Weibo associated with the 25 brands in the study)Weibo Celebrities(those cited by all Weibo accounts in connection with one of the 25 brands in the study)BOMODA AN
15、ALYZED 25 BELLWETHERLUXURY AND FAST FASHION BRANDS IN CHINA:Burberry Bvlgari Cartier Chanel CoachDior Este Lauder Givenchy Gucci H&MHollister Kate Spade Kenzo Lancme LoeweLouis Vuitton Marc Jacobs Michael Kors Olay OmegaSalvatore Ferragamo Stella McCartney Tiffany&Co.Tory Burch ZaraOUR LIST IS DIVID
16、ED INTO 4 DISTINCT GROUPS OF 100,AS EACH OFFER UNIQUE CHARACTERISTICS:1234Similarly,we applied a preliminary screening process to the contents generated by 60,000 Weibo accounts to identify those that had mentioned the 25 brandsWe then conducted a content analysis by which we parsed out the Weibo po
17、sts related to counterfeit goods advertisementsWe then dissected the remaining aggregate data by individual KOLs while generating measures of popularity,engagement,sentiment and intent to purchase for each from across the entirety of Sina WeiboLike WeChat,the weighting system for Weibo KOLs takes in
18、to account various derived metrics,such as the quality of engage-ment,rate of engagement,as well as loyalty and advocacy among the follower baseSCOPING AND SCORING FOR WECHAT:SCOPING AND SCORING FOR WEIBO:We conducted a preliminary screen of the contents from 4MM public accounts on WeChat to extract
19、 those that had mentioned the 25 brandsWe then carried out a counterfeit analysis based on the aggregate textual materials by which we parsed out the WeChat content related to counterfeit goods advertisementsWe then dissected the remaining aggregate data by individual KOLs(blogger or celebrity)while
20、 generating measures of popularity,engagement and sentiment for eachFinally,we developed an expansive weighting system that takes into consideration various derivative variables,including the quality of engagement,level of interest and rate of participation among the WeChat accounts reader baseNotab
21、le KOLSIntro:The female focused 她刊 publishes articles demonstrating a masterful range of insights from celebrity fashion styles and popular TV dramas to reality shows and beauty product recommendations.Top 3 associated brands on WeChat:Dior,Givenchy,GucciNo mentions of the 25 brands by its Weibo acc
22、ount,which was established in January 2015,and largely focuses on promoting its WeChat account.她刊Intro:A titan on WeChat(he ranked 7th on the platform),Gogoboi failed to register in the top 25 on Weibo Top 3 associated brands on WeChat:Louis Vuitton,Marc Jacobs,BvlgariNo mentions of the 25 brands by
23、 Gogobois Weibo accountUnique Approach:Who else this month would recommend outfits by color matching clothing and bags with characters in Pokemon?GogoboiUnique Approach:Not content to simply cover the wedding ceremony of Lin,Xin Ru and Huo,Jian,the account eschewed the typical wedding fare for deepe
24、r looks into the brides daily handbag selections Also,the account subtly shifted a Chanel article from Gisele Bundchens natural nude makeup style and her video of beauty tips to an introduction of Chanels liquid foundationBLOGGER KOLSIMPROVING THE EFFECTIVENESS&EFFICIENCY OF MARKETERS&THEIR AGENCIES
25、8化妆师 -雷韵祺Top 3 associated brands on WeChat:Zara,H&M,Estee LauderTop 2 associated brands on Weibo:Chanel,Estee LauderUnique Approach:She is supremely active and positive in interacting with her followers,hosting raffle events and inviting followers to share their post-usage feedbacks of their beauty
26、products.MKIntro:Handbags,handbags,and more handbags to 1.8mm followersTop 3 associated brands on Weibo:Loewe,Louis Vuitton,CoachTop 3 associated brands on WeChat:Louis Vuitton,Dior,Givenchy包先生Unique Approach:Trusted for his taste and curation.Expertly weaves together photos and street snaps of hand
27、bags of a broad range of styles across season and color and price Recently,the blogger has been expanding into the shoes category with a new account created under the name 鞋先生Intro:Represented by Huayi Brothers,she singularly sits at the cultural intersection of fashion,lifestyle and travel Top 3 as
28、sociated brands on Weibo:Gucci,Stella McCartney,CoachTop 3 associated brands on WeChat:Gucci,Bvlgari,Chanel手边巴黎Unique Approach:Expanding out of travel,手边巴黎(Paris at hand)is now impacting her followers through the advocacy of a fashionable harmony of travel and lifestyle Making the mundane exotic,she
29、 recently introduced shopping sites in Paris Charles de Gaulle Airport by describing the unique romantic vibe of this airport.Bvlgari and Chanel were beneficiaries of this postIntro:化妆师MK-雷韵祺 expertly makes designer skincare and makeup recommendations(and increasingly apparel as well)without encoura
30、ging the reader to break the bank or simply buy the obviousIntro:The super-couple married on July 31,2016 at the Bvlgari Resort in Bali.The wedding,featuring such brands as Bvlgari and Salvatore Ferragamo,was the dominant topic overall for the monthTop 4 associated brands on Weibo:Bvlgari,Dior,Lanco
31、me,Estee LauderHuo,Jian Hua&Lin,Xin Ru Top 3 associated brands on WeChat:Bvlgari,Tiffany,Estee LauderUnique Approach:Celebrity Synergy.Topics ranged from their wedding details to hotel selections and skincare products recommendations.Nearly all of the influential fashion media and fashion bloggers t
32、hat had mentioned the celebrities,namely 海报网,世界时装之苑,gogoboi and 吉良先生,wrote in detail about the ceremony Interestingly,while WeChat content trended toward descriptions of items and places,Weibo centered on the evolution of their relationship,from a 10-year friendship to a life-long companionship,elev
33、ating overall sentiment Intro:The Chinese epitome of“小鲜肉”(“fresh meat”),he made his debut as the leading character in a popular online drama,Addiction(上瘾),in January 2016Top 3 associated brands on Weibo:H&M,Louis Vuitton,DiorTop 3 associated brands on WeChat:H&M,Louis Vuitton,Stella McCartneyXu,Wei
34、Zhou Unique Approach:Coinciding with his Asia tour,the endorsement for H&Ms recently launched luxury activewear line gained the second highest number of engagements of all celebrities,bested only by Lu,Han,despite a relatively low number of mentions(300).The combination of promotional(10%off and fre
35、e shipping)and raffle content created a high level of purchase intent amongst his user baseIMPROVING THE EFFECTIVENESS&EFFICIENCY OF MARKETERS&THEIR AGENCIES10Notable KOLSCELEBRITY KOLSIntro:The“Goddess”(“女神”)ranked as the 7th most influential celebrity on WeChat but only 36th on WeiboTop 3 associat
36、ed brands on Weibo:Olay,Michael Kors,DiorTop 3 associated brands on WeChat:Gucci,Dior,BvlgariUnique Approach:Venturing into the business sphere,Gao quickly established her personal fashion brand,Yuan Yang(“圆漾“),whose shoe line has been frequently recommended in the context of the glove shoe trendGao
37、,Yuan Yuan Her street fashion exerts a great level of influence among Chinese consumers.As a result,a majority of discus-sions around her were outfit and style recommendations from influential fashion media and bloggers,such as 时尚芭莎 and AnnyStyleonTop,especially on WeChat.For this reason,a significa
38、nt proportion of Gao-driven posts on Weibo were advertisements from Daigous promoting products featured in her various street-style images.Intro:The K-Popper and his band EXO proved that Korea was only a prelude to their China prominence.Despite virtually no official brand collaborations to his name
39、,he still vastly outper-formed other celebrities on Weibo in the eyes of fashion fansTop 3 associated brands on Weibo:Dior,Givenchy,CartierOh Se-HunTop 3 associated brands on WeChat:Zara,H&M,Louis VuittonUnique Approach:An adoring fan base:At Diors new store opening event in Seoul,Korean-focused acc
40、ounts and his dedicated fans flooded social media with images of his appearance Frequently spotted in Givenchy,his street style photos captured by media accounts and fans generated a practice amongst his followers of purchasing Givenchy products as gifts to the singer Frequently fantasized as a coup
41、le along with former EXO member,Lu,Han,fans were energized to see Oh Se-Hun and Lu,Han wearing matching Cartier LOVE bracelets in their street style photos.Intro:An Internet personality(“网红”)Kardashian clan member,supermodel,and fashion trendsetter Top 3 associated brands on Weibo:Givenchy,Estee Lau
42、der,Louis VuittonTop 3 associated brands on WeChat:Gucci,Louis Vuitton,DiorKendall Jenner Unique Approach:Jenners street-style is favored by Chinese female millennials to a greater degree than any current Western personality.This wave aligned her closely on Weibo and WeChat with“now”trends such as s
43、lip dresses,crop tops,activewear and slippers IMPROVING THE EFFECTIVENESS&EFFICIENCY OF MARKETERS&THEIR AGENCIES12Brands Ranked by Overall Performance and Association With:RANKWECHAT_BLOGGERSOVERALLWECHAT_CELEBRITIESWEIBO_BLOGGERSWEIBO_CELEBRITIES12345678910111213141516171819202122232425GucciDiorLou
44、is VuittonGivenchyChanelBurberryZaraLancmeH&MMarc JacobsStella McCartneyBvlgariEste LauderLoeweSalvatore FerragamoKenzoTiffany&Co.CoachCartierMichael KorsTory BurchKate SpadeOlayOmegaHollisterGucciBvlgariDiorLouis VuittonChanelGivenchyEste LauderLancmeCartierBurberryMarc JacobsZaraStella McCartneyTi
45、ffany&Co.H&MCoachSalvatore FerragamoTory BurchMichael KorsKenzoOlayLoeweOmegaHollisterKate SpadeChanelDiorGucciGivenchyZaraEste LauderBurberryLouis VuittonLancmeOlayStella McCartneyH&MKenzoMarc JacobsMichael KorsBvlgariLoeweSalvatore FerragamoCoachKate SpadeCartierTiffany&Co.Tory BurchHollisterOmega
46、DiorCartierBvlgariGucciEste LauderChanelLancmeLouis VuittonGivenchyBurberryLoeweOlayCoachH&MMichael KorsMarc JacobsKenzoTiffany&Co.Stella McCartneyZaraSalvatore FerragamoOmegaKate SpadeTory BurchHollisterDiorGucciChanelLouis VuittonGivenchyEste LauderLancmeBvlgariBurberryZaraH&MMarc JacobsCartierSte
47、lla McCartneyLoeweCoachKenzoOlayMichael KorsTiffany&Co.Salvatore FerragamoTory BurchKate SpadeOmegaHollister12345678910111213141516171819202122232425TOP 100 WECHAT BLOGGERSBLOGGERTOP 3 BRANDS MENTIONED BY BLOGGERMENTIONS(0-100)AVG.SENTIMENT(0-100)RANKLIKES(0-100)READS/MENTION(0-100)READS(0-100)OVERA
48、LL WEIGHTEDSCOREFashionWeek化妆师MK雷韵祺商务范她刊吉良先生包先生gogoboi石榴婆报告深夜发媸黎贝卡的异想世界卡娃微卡刘小葵全球时尚SOFRESHTOWEAR时尚女装搭配鞋饰力研究包房大饼穿搭札记阿滋楠潮人AnnyStyleOnTop挑款师反裤衩阵地江南BoyNamIF原来是西门大嫂手边巴黎气质范女神范儿女神进化论气质女人花花酱女神来这儿妖精边儿时尚临风叔式生活Instagram摩尔小姐作势BeautyAddicted美上瘾苜小苜MUMU雌和尚她读Style-Notes時装笔记穿衣搭配丹尼尔先生时尚林黛玉bethebeauty我们的街拍时刻杜绍斐MWMGucci
49、,Chanel,DiorZara,H&M,Este LauderLouis Vuitton,Cartier,DiorDior,Givenchy,GucciGucci,Marc Jacobs,CartierLouis Vuitton,Dior,GivenchyLouis Vuitton,Marc Jacobs,BvlgariStella McCartney,Gucci,GivenchyGucci,Louis Vuitton,DiorLouis Vuitton,Gucci,Stella McCartneyGucci,Chanel,DiorKenzo,Loewe,DiorEste Lauder,Di
50、or,Louis VuittonGivenchy,Gucci,OmegaBvlgari,Louis Vuitton,LancmeSalvatore Ferragamo,Gucci,KenzoGucci,Salvatore Ferragamo,LoeweBvlgari,H&M,Louis VuittonCoach,Givenchy,Louis VuittonGucci,Givenchy,Stella McCartneyGucci,Dior,ChanelCoach,Gucci,H&MGucci,Givenchy,LoeweLouis Vuitton,Givenchy,DiorZara,Burber
