VELVET presents at Cashmere World Forum


VELVET Group Founder and CEO Patrice Nordey recently spoke at the Cashmere World Forum which took place from October 5 to 7 at the Hong Kong Convention & Exhibition Centre. China is home to one of the biggest luxury markets, as well as 95 percent of the world’s supply of pure cashmere.

Nordey presented on how to reach China’s new generation of luxury consumers through digital marketing and e-commerce. Below are excerpts of the talk, as featured in a Jing Daily article on the forum:

“Digital is here to communicate but also to sell products,” said Nordey, who discussed the importance for luxury brands of “designing the consumer journey” through various touch points that include a mix of online and offline platforms. O2O strategies are especially important for luxury brands, he said, as “omnichannel is really becoming the new normal.” He outlined three key goals for an O2O strategy: increasing store foot traffic, enhancing point-of-sale experience, and sales conversion. A key way to enhance O2O campaigns for luxury brands is through WeChat, which “is really changing the digital landscape in China,” he said. The multitude of functions being added to WeChat, including payment systems, means the platform is “really starting to be a Swiss army knife.”

In addition to social marketing, e-commerce is also crucial for reaching Chinese consumers. According to Nordey, Chinese consumers’ above-average interest in buying fashion online means that the cashmere industry should be especially focused on e-commerce. “If you look at every market, the first category is consumer electronics,” he said. “In China, the first category is accessories, fashion, clothing—this is the first category. This is what people are buying online.”

(Read the full article here.)

Exploring New Frontiers: 3D Printing For Fashion & Marketing

3D Adam and Bin

Adam Huang (left) and Bin Lu (right).

3D printing will change the world, or so proponents claim. From houses and cars to body parts and clothing, the possibilities seem limitless. But what does this mean for fashion and marketing today?

Velvet invited two Shanghai-based innovators and business partners in 3D printing to speak at the French Chamber of Commerce last Thursday about how brands use 3D printing technology in marketing.

Lights from Xuberance.

Lights from Xuberance.

Bin Lu is Co-Founder of 3D design firm Xuberance. The firm recently took home First Prize at Salone Satellite at Milan Design Week for its line of 3D printed lamps and will open China’s first 3D shop this summer. In addition to its own designs, Xuberance also works with brands on prototypes and campaigns.

Xuberance headpieces for Aveda "Essence" series.

Xuberance headpieces for Aveda “Essence” series.

Adam Huang is Co-Founder of Creature of Creation, a start-up that focuses on 3D printed lifestyle products such as plates, cups and jewelry. Huang is a proponent of 3D printing’s potential to empower consumers and inspire creativity. Creature of Creation partnered with Hennessy to promote Classivm, a cognac targeting the young Chinese market. For the campaign, Creature of Creation built a 3D body scanner that has traveled to over 100 nightclubs. The scanner is displayed in the VIP sections of nightclubs and club goers who have their bodies scanned receive a miniature replica of themselves as a souvenir.

For another collaboration, the startup created 3D nails for a photo feature in ELLE China and have already received requests from nail salons. According to Huang, jewelry will be the next big industry for 3D printing. When asked how the new technology will impact more traditional craftsmanship, Huang thought 3D printed products would address the demand for affordable luxury from the burgeoning middle class while the market for higher end goods will remain.

Figurines generated from Creature of Creation body scanners for Hennessy Classivm campaign.

Figurines of club goers generated from the Creature of Creation body scanner for Hennessy Classivm.

coc 3

Creature of Creation body scanner and promotional station for Hennessy Classivm.


Event Watch – Forrester’s Summit in Shanghai on March 25th 2015

Forrester Velvet 1-1

For the third year, VELVET will sponsor the upcoming well-known Forrester China Summit on Wednesday, March 25th 2015 in Shanghai.

In the age of the customer, marketers face three acute strategic and operational challenges: how to powerfully and consistently CONNECT with distracted, empowered customers; how to deeply ENGAGE customers once you make that connection; and how to consistently DELIVER on customer obsession throughout the organization.

About the summit

At this Summit, Forrester will teach you how to thrive in the age of the customer with a focus on digital customer experiences. You’ll leave this Summit with the skills needed to:

  • Master the key concepts and skills for brand leadership across the age of the customer.
  • Create seamless brand experiences across the digital and physical divide.
  • Lead a customer-obsessed marketing organization.

Over the course of this one-day Summit, we will help you:

  • Understand China’s digitally empowered consumers and the disruptive strategies of BAT (Baidu, Alibaba, and Tencent), the top three digital service and platform providers in China.
  • Analyze the complexity of Chinese consumers’ behavior on smart mobile devices, their expectations for the delivery of content over mobile, as well as real-world connectivity patterns.
  • Map your own detailed customer experience framework as the key to building a powerful digital ecosystem.
  • Master your options within the changing state of media in China, including the role of agencies and hot-button tactics such as programmatic and native advertising.
  • Design an effective customer data strategy, and identify the data and tools needed to succeed.
  • Navigate the countless cloud-based partners and platforms available.
  • Learn best practices in mobile, social, content, and utility marketing.

You can visit Forrester event page to get more information about the program and keynote speakers.

Save the date & Buy your tickets here!

Date: March 25th, 2014
Location: Le Royal Meridien, 789 Nanjing Road East – Shanghai
Duration: 1 day (8:00 am – 6:30 pm)
Price: Clients $545 – Non-clients $595 – Government, education, and nonprofit $445

Join the event at a discounted price by contacting us!

Shanghai Fashion Web 2014


Last Friday, 12th September 2014, at “LapisThai” we organized “Shanghai Fashion Web 2014”.

We gathered industry leaders and global influencers around China social media, mobile, e-commerce, startups and new trends. And also coming from various companies including:

ASC Fine Wines, Baume & Mercier, Beiersdorf, Bénéteau, Camaieu, Clarins, China Luxury Industry Association, Condé Nast, Converse, Décathlon, Façon Parfums, Fila, Fossil, Global Brands Group, I.T, IWC, Jean-Paul Hévin, Kering, L’Oréal, Loro Piana, Mango, Mustela, NIVEA, Potel & Chabot, Puma, Tissura, Toys “R”us, Xuberance

 Kevin Xiao – OFashion

Co-founder and CEO of Mfashion & Ofashion, has had over 16 years of experience with brand marketing. He has worked as account director at JWT and Grey.

OFashion is the leading shopping mobile app that offers users to shop globally, to share their experience and discuss luxury fashion.


Edwin Ting – Sina Weibo

Senior Director, his role at Weibo is to focused on developing strategies/solutions/products to increase the marketing value of the Weibo platform.

Sina Weibo  is a leading social media platform for people to create, distribute and discover Chinese-language content. Monthly active users were 156.5 million in 2014.

Rosalie Wu – Uber

Uber’s first local hire for China. Polished up by global powerhouses like MaxMara and Ruder Finn, she facilitated the celebration of Uber’s grand launch in China as part of the driving force behind the company’s fast growth in this city.

Everyone’s Private Driver – It is a mobile application that connects you with private chauffeur service on demand. Request an elegant and safe transportation by the touch of a button, in Shanghai and other 160 cities globally.

Miranda Qu – Little Red Book (Xiaohongshu)

Co-founder of Little Red Book (Xiaohongshu), 8-year experience in media & marketing and 5 year general management.

Xiaohongshu is a mobile platform that focuses on the share of overseas shopping information and experience. Currently, it has over one million shoppers sharing the latest information and experiences daily. This enables users to get information by only login in the Xiaohongshu APP.

Adam Huang – Creature of Creation

Adam Huang started his career at Hearst Magazines China as special assistant to managing director. His now the co-founder of Creature of Creation, a young start-up focusing on lifestyle products based on 3D printing & digital fabrication.
C.O.C is a 3D technological service company. It is dedicated to providing enterprise clients with the best-in-class industry solutions and C.O.C plus incorporates the idea of bringing edge technology to your everyday life.

Lin Zong – SECOO

Mr Zong is the Brands Cooperation Director of SECOO.

SECOO is a leading luxury retail platform that offer services from luxury product communication, trading and professional service.

Thank to our speakers at the event; XiaoHongShu, Uber, Sina Weibo, SECOO, Creature of Creation, OFashion.

Thanks to our Media Partners, Haibao, Jing Daily, TechCrunch, Technode.

See you to our next event in September 2015!

Geek is the new Chic : VELVET Spring Party

Last Friday, 13th June 2014, at “island6 Shanghai” we organized “GEEK IS THE NEW CHIC” party.

We gathered more than 200 industry leaders and global influencers around China social media, mobile, e-commerce, startups and new trends. And also coming from various companies including: Nivea, LVMH, Lancel, Parmigiani, L’Oréal, Swarowski,, Henkel, Puma, p1, ASC Wine, Boucheron

This event has been organized to celebrate the partnership between VELVET GROUP and TechNode. Our latest project is the launch of opening doors to the 220 million French-speaking community to witness and understand the fast evolving digital landscape of China.

A special thanks to our friends of island6 gallery who provided this exceptional venue as a courtesy.

We are also greatful to Uber, Upyun and Teambition for the great gifts they offered to our guests.

See you to our next event in September 2014!

Partnered Event – Selling online on China’s E-Commerce Platform in Shanghai on March 25-26th

E-Commerce in China

VELVET will partner with CCIFC for the exclusive “Selling Online on China’s E-Commerce Platforms” on March 25-26th in Shanghai. Dedicated to French companies thrilling to enter the Chinese E-Commerce market to sell products online, the French Chamber of Commerce has tailored an exclusive seminar to understand the E-Commerce market opportunities and meet experts in this field.

China’s market overview:

  • With more than 600 million netcitizens and 250 million online shoppers, China is the biggest e-Commerce market worldwide
  • 75% of Chinese shoppers buy at least once per week
  • In 2012, the overall of online sales reached more than 152 billion euros representing a YoY of 66,5%

Meet the two Leading Players on China’s E-Commerce Market Tmall – with more than 50% of E-Commerce market share – and JingDong – with more than 20% of market share ; as well as agencies expert in the field. VELVET will be pleased to be part of this value added training and be ready to answer questions or interrogations on evolving e-commerce market.

Save the date & Request more details here!

Date: March 25-26th, 2014
Location: Shanghai
Duration: 2 day
Price: 15 900 RMB

Event Watch – Forrester’s Summit in Shanghai on March 19th 2014

Forrester Summit - Shanghai

For the second year, VELVET will sponsor the upcoming well-known Forrester Summit on March 19th, 2014 in Shanghai. Forrester will be your teacher in improving digital customer experiences. Don’t forget to save the date in your agenda!

The days of double-digit GDP growth in China are over. Chinese customers are more digitally connected than ever before. In the face of slowing economic growth, the one true, defensible competitive advantage is to become customer-obsessed. To do so requires to change your approach to designing and delivering digital customer experiences.

At this year’s Summit, you’ll learn to assess how mature your organization is when it comes to customer experience models. We’ll teach you how to transform your company’s digital customer experiences to drive growth in a slowing economy.

What attendees will gain?

At this Summit, Forrester will teach you how to thrive in the age of the customer with a focus on digital customer experiences. You’ll leave this Summit with the skills needed to:

  • Create truly compelling digital customer experiences that speak to the unique and rapidly evolving needs of your Chinese consumers.
  • Achieve digital marketing, sales, and service experience supremacy by advancing your organization’s customer experience maturity.
  • Build a sales, marketing, and service ecosystem that seamlessly blends digital and traditional channels.
Why attend a Forrester Summit?
  • Accelerate your success. Through keynote and track sessions led by Forrester analysts, we deliver thought leadership and practical advice designed for your role that you can apply to your business challenges the day you return to the office.
  • Learn from your peers and other experts in the field. Industry speakers, who are dealing with the same challenges as you, will share their success stories and respond to your questions
  • Engage with Forrester analysts. Speak with Forrester analysts to think through how you will apply what you learn at the Summit when you are back at your company.
  • Connect with peers. During discussions and roundtables or over a drink, share and gain knowledge and new perspectives from a network of peers — more than 200 delegates attend — facing similar challenges.
  • Get an exclusive first look at new research and survey data. Be the first to hear about Forrester’s latest big ideas and survey results.

Save the date & Buy your tickets here!

Date: March 19th, 2014
Location: Le Royal Meridien, 789 Nanjing Road East – Shanghai
Duration: 1 day (8:30 am – 6:30 pm)
Price: Clients $545 – Non-clients $595 – Government, education, and nonprofit $445

Event Watch – Open Company Asia in Shanghai on April 15th-16th 2014

OpenCompany Shanghai

This will be the most creative company visit you have seen yet: VELVET and OpenCompany Asia brings you a blend of corporate presentations in our Shanghai office. Hear first-hand from entrepreneurs & innovators on how they are transforming the way we do business in Asia. OpenCompany Asia aims to disrupt the typical conference model where speakers from various companies converge to a hotel ballroom and speak in front of delegates.

At this event, we will share our story – both triumphs and challenges faced – in addition to advice on how to leverage the entrepreneurial mindset regardless of what industry or sector we are in. We will also focus our presentation how Fashion & Luxury revolve around innovation, social media, e-commerce, sustainability and business excellence in China.

During 2 days, participants will go the companies’ offices to attend 60-minutes presentations done by its founders. Afterwards, each participants will be able to ask their own questions during the Q&A, visit the facility within the area decided by the host and enjoy some refreshments when available.

Save the date & Buy your tickets here!

Date: April 15th-16th, 2014
Location: Around Shanghai
Duration: 2 day (9:00 am – 6:00 pm)
Price: Regular Pass USD 150 – VIP Pass USD 250 (Get a 20% discount here)

VELVET partners with P1 on “The Great Style Leap” Streetstyle Photo Exhibition

The unique lifestyle focused social network P1 is showcasing a collection of photos at “The Great Style Leap”  exhibition that will occupy 800 square meter of space in the heart of Beijing’s trendiest shopping area, Taikoo Li Sanlitun.

The Great Style Leap photo

China has during the last 6 years undergone a paradigm shift when it comes to what people wear and how they chose to express their personality through their clothes. What was earlier a 2 dimensional status ladder where the size and price of your brand handbag was the definition of attractiveness has now been replaced by a complex of individual styles without one single common measuring tape.

The photos are selected from an incredible database of more than 6 million P1 streetstyle photos taken over the years of 2007-2013 in metropolitan China, showcasing the rapid proliferation of individual expression through what people wear. This unique database is a historical record of the progress that has taken place and the rapid proliferation of individual expression through what people wear.

The photo curation has been realized by one of the most influential women in China, Fashion Entrepreneur Hung Huang, with more than 8 million fans on Weibo.

Join us in celebrating the individual expression and originality of Chinese style today at “The Great Style Leap” in the fashion center of Beijing. So, you want to know more about the sponsorship opportunities, please contact us.

About the organizer:

P1 is a lifestyle focused social network founded in 2007. It has since then attracted more than 3 Million members and is today a fully mobile social network where people share their lifestyles and find inspiration.

Location: Taikoo Li Sanlitun, Beijing
Date: Indoor [Dec 13 – 19, 2013] – Outdoor [Dec 5 – Jan 5, 2014]