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China Digital Roundup I Martell, Bomoda, Snap Fashion

A roundup on how digital is transforming our life and business – both in China and the rest of the world through December 5th.

Martell’s Savvy WeChat Campaign Engages China’s Frequent Flyers, by JingDaily

Martell WeChat

Travelers making their way through Beijing and Shanghai airports this fall can participate in an innovative new ad campaign by Martell Noblige Cognac that combined mobile and offline marketing with a focus on interactive participation by consumers. The campaign, entitled Dangdai MingshiYingxiang Xun Lu (当代名士•映像寻旅) in Chinese translated as “Modern Elites and their Journey of New Elegance”, sent famous photographer Justin Jin to 6 Chinese cities to photograph “men of elegance” .

The Beijing and Shanghai airports both featured interactive exhibition of Jin’s photography with a special QR code below each photo. Scanning the QR code allowed users to access the brand’s WeChat page and access profiles of each “elegant man” with audio descriptions of their accomplishments. The campaign also featured a free plane ticket giveaway to winning participants, and those who were not physically in the airport can send a number or voice command via WeChat in order to be entered in the drawing.

 

Bomoda Launches Mobile App Aimed at China’s Connected Fashionistas, by JingDaily

Popular - BOMODA

Since its launch in May 2012, New York City-based online community Bomoda has been building up a quarter-million strong network of China’s most discerning luxury shoppers through its Chinese-language online fashion and lifestyle newsletter. In the past two months, the curatorial site has embarked on a new chapter with the launch of its new mobile app and social sharing site, enlisting major brands, retailers, and key opinion leaders (KOLs) to promote a new interactive platform that is the first of its kind in the China market.

The new mobile app, launched on November 18 for the iPhone, allows for the sharing of images through the company’s new Pinterest-like social site that was unveiled in October. On the site, users have the opportunity to upload, share, collect, and repost their favorite fashion-related images, as well as share on major Chinese social media sites including WeChat Moments, Weibo, Tencent, QQ, and Tencent Weibo. Its high-fashion aesthetic makes it the first of its kind in China, standing out from other more mass-market Pinterest-like sites such as Meilishuo and Huaban.

 

Stores Offer Click & Collect to Attract Consumers this Holiday Season, by Luxury Daily

Click & Collect

Bricks-and-mortar retailers are having to compete with online retailers such as Amazon for the holiday shopping season, and they are finding new ways to get consumers to shop with them. A number of department stores offer click-and-collect services where consumers can order items online and pick them up in-person in-store and, in most cases, with no delivery fee. By doing this, stores are able to merge the ease of online shopping with speedier return, getting consumers to visit their stores in-person for convenience.

Click-and-collect is becoming more popular as it allows the customer the convenience of shopping from home, but [with] the instant gratification of receiving the purchase virtually instantaneously,” said Robert Cuthbertson, senior manager at Boston Retail Partners. “Customers can avoid long lines, busy fitting rooms, being overwhelmed with roaming racks and racks of clothes and product.”

 

Snap Fashion and Styloko: Search Using Images to Find The Perfect (and Cheapest) Wardrobe, by Metro

Snap Fashion app

Snap Fashion just might be your secret weapon this party season – the website is the perfect tool for finding the exact item a celebrity is wearing. You can also use its phone app to snap an image of a dress you find in a shop to browse for similar alternatives, or to find the perfect heels to match.

The technology trawls through thousands of possibilities to find you that exact item, before redirecting you to the retailer’s site to purchase. Or it will present you with styles similar to the item snapped, from a range of different brands and price points.

 

How Ready is Southeast Asia for Online Payments? by Tech In Asia

Online Payment APAC

Rapid economic expansion, a young population, and low-cost smartphones and tablets are creating tech-savvy generations across Southeast Asia. Major e-commerce players such as GrouponeBayRocket Internet, and LivingSocial have ventured into Southeast Asia, making significant investments into these markets. With increasing penetration of e-commerce into Southeast Asia, global payment companies such as PayPal are investing in the region. But as they do, stiff competition is being demonstrated from a number of local players.

While the industry’s potential is obvious, technology investors and global payment providers should be wary of rushing into these markets without understanding the cultural and regulatory differences of each country, which affect how merchants and consumers behave. A tailored strategy then, which considers the unique stages of each market’s development, factoring in technology, infrastructure, consumer preferences, and regulatory environment, is far superior to a regionalized blueprint approach.

WeChat – New features to gain foothold in B2C sector

Although instant messaging tools are most commonly used by individuals for personal communication (C-to-C), WeChat, a leading Chinese IM app, gradually established its presence as a major channel of online marketing (B-to-C). The newly launched 5.0 gives special focus to business users by adding a list of new features that caters for the business demands.

Alexis Bonhomme, the general manager at Curiosity China, a WeChat integrated agency focuses on foreign premium brands promotion, shared with us his experiences of running marketing campaign on WeChat platform at Shanghai Fashion Web recently held by digital consulting agency Velvet Group.

There are two kinds of business accounts, the service accounts and the official accounts. Both of them integrated navigation menus in the interface to include richer contents.

Service accounts allow brands to send messages directly to the personal chat windows of each consumer, which guaranteed high visibility and opening rate. Contrary to online marketing on Weibo, where companies can push ads at a high frequency, service accounts can send around one push marketing message per month. This restriction not only protects users from spams but also encourage brands to be more creative in compiling ads. The main idea is to provide high-quality content experience and increase the activity rate on the WeChat brand account. This kind of one-to-one communication is especially suitable for the promotion of premium brands or high-tier services, because it guaranteed the senses of “exclusivity” and “intimacy”.

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The official accounts of Wechat 5.0 are basically consistent with the 4.0 version in terms of functions. Official accounts cannot send ads to individual chat windows like service accounts, but it allows higher ad pushing frequency of one message per day. However, this mechanism leads to risks that users may “unfollow” the account to avert ad harassment. Official accounts will be more useful for mass-market brands that aim at maximum followers.

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With the newly added payment function, WeChat users can purchase products from e-commerce platforms, such as BuyQQ, Amazon, Yihaodian, or Dangdang, via their credit cards bundled to WeChat accounts. Users will be directed to the platforms that sell their desired products by scanning the QR codes.

Both of the abovementioned accounts feature more CRM technical tools like listing all the stores of a certain brand and help users to pinpoint the nearest outlet or find sales promotion based on LBS. Moreover, this feature will help the promotion of brands so as to increase the traffic of new or less-known outlets.

WeChat also kicked off several technical developments for the new version. The LBS function will provide a better online to offline user experience. For example, if a Guangdong-based customer is shopping in a Beijing store of certain brand that he or she is a member, we can imagine in the future that the system will suggest the shopping guide to talk to the customer in Cantonese.

When companies post ads on different advertising channels, such as various fashion magazines or websites, there will be tiny differences in the QR bars printed on them. In the back-end system, the companies will know which customer is from which channel, a valuable data to support the compilation of future marketing strategies. Last but not least, WeChat starts to be seen as a R.O.I calculator and is used to increase the efficiency of the marketing spending.

– See more here on Technode website.