Posts

VELVET Presents: What Are Chinese Travelers Saying About Your Brand?

shutterstock_6estates_small

VELVET, the digital agency for premium and luxury brands, is excited to invite guests to a presentation about one of the most relevant tools for digital marketers today: social listening and tracking.

VELVET and 6Estates, an AI powered Big Data analytics company, will co-present insights from a study based on the online activities of Chinese outbound travelers to UK and France, as well as the digital discussions around UK and France between the peak travel months of October 2015 to April 2016.

Founded in 2014, 6Estates is a Singapore-based technology company that spun off from NExT a joint research center between the National University of Singapore (NUS) and Tsinghua University of China, to provide global business real-time insights and predictions of consumer behavior and preferences with a focus on China.

Leveraging on large volumes of data collection and analysis with AI-based Natural Language Processing, Machine Learning & Knowledge Graph technologies, 6Estates processes digital consumer content to facilitate smarter marketing decisions to bridge the gap between global businesses of which are keen to understand the China market, and Chinese businesses competing in global markets.

Join us in discussing the results of a report based on over one million data points.

The invite-only event is part of a bi-monthly series co-organized with our strategic partner, XNode Co-working Space and Startup Accelerator.

Speakers:

Patrice Nordey, Founder & CEO, VELVET

Patrice Nordey is a digital veteran with over 15 years of e-business experience across Europe and APAC. He consults international companies on the deployment of Digital Marketing & Communication, Social Media, and e-Commerce in China.

Prior to VELVET, Nordey worked at L’Atelier, the innovation arm of BNP Paribas. During his 11-year tenure, he spearheaded major digital projects as part of the strategy department in the Paris head office before serving as APAC CEO in Shanghai.

Xu Tao, Head of Product, 6Estates

Xu Tao is a passionate Product Evangelist specializing in products and solutions that improve the consumer experience and generate consumer insights. Throughout his career, he has helped build web apps, mobile apps, data analytics applications, and virtual chatbots using NLP/NLG and machine learning technologies. Prior to joining 6Estates, Xu Tao was the Regional Product Manager for WDS, a subsidiary of Xerox.

Presentation:

  • Top sightseeing and shopping destinations in the UK/France
  • Top brands shopped in the UK/France
  • Top brands discussed online
  • Travel preferences by demographic
  • Purchasing patterns
  • Points of influence & impact (celebrity, events, news, public policy)

 

 

VELVET and XNode Announce Official Strategic Partnership

VELVET is excited to announce an official strategic partnership with XNode Co-working Space and Startup Accelerator.

VELVET and XNode have worked together on several key collaborations since 2015 and this announcement marks a new chapter in our continued partnership. Through the partnership, VELVET will continue to connect the network of XNode startups with board-level brand executives visiting China on learning expeditions to observe Chinese innovation. VELVET’s clients will also gain unlimited access to XNode’s massive startup network in China. In addition, VELVET and XNode will co-organize exclusive, qualitative events at XNode venues throughout Shanghai with the aim of uniting brand executives with China’s foremost innovators and startups.

The first event will take place on Thursday, March 31 in Shanghai. The exclusive gathering will feature guest speakers from Carlipa, the leader in connected, luxury retail experiences, speaking about omnichannel and O2O marketing best practices.

About XNode

XNode was founded to be the center of innovation in Greater Shanghai, with five prime location spaces in central Shanghai by the end of 2016: Fudan University, Jing’an Temple, North Bund, Zhang Jiang Hi-Tech Park and Donghu Road. Our vision is to source, filter, identify, mentor, and accelerate high-caliber startup ventures that possess the passion and ability to create scalable businesses that will disrupt traditional sectors. We plan to do this by providing each team with not only first class space, but relevant mentorship, financial investment and business support.

XNode focuses on building international entrepreneur communities by setting up close or exclusive partnerships with global leading incubators and accelerators. In addition to offering VC/PE/Angel investor access and mentorship, XNode links startups with major Chinese corporations and top professional service firms i.e. Roland Berger Strategy Consultants, King&Wood Mallesons, etc. through the Corporate Innovation & Incubation program.

More information: www.thexnode.com

About VELVET

VELVET is a China-born, French-led digital strategy and activation agency serving luxury and premium brands. VELVET’S core expertise include social media, influencer marketing, media planning and buying, search marketing, strategic consulting, corporate training and learning expeditions.

TechCrunch Shanghai – Digital Innovation in Fashion from Technology to Services

Digital-in-Fashion

Technology is upending every single part of our daily life and fashion industry is no exception. CEO of VELVET Digital Agency Patrice Nordey, Digital General Manager at Nike China Nicolas Zurstrassen, Director of Ecommerce & Operations at Converse An Chiem, Director of Digital Marketing at Westin Hostel Penny Peng, and Regional Digital Manager Asia and Australia at Nivea Eike Wobker joined us at TechCrunch Shanghai to discuss digital innovations in fashion industry.

All panelists agreed that social media, like FacebookWeChat and Sina Weibo, plays a significant role in their interaction with customers.

In hospitality industry, the social media provides more convenience to customers, enabling them to search for hotels assorted based on reviews from friends, obtain customer services, etc., said Penny.

An Cheim noted that they want to maintain the application of social media at interactive level, to have two-way conversation with consumers, rather than going too far to become an ecommerce channel only.

In selection of digital technologies, brands always have to get back to the question of who your consumer is, what are their demands, and how do they want to be attracted to your brands, said Nocolas. The next crucial factor is to provide utility to them in terms of a tool, a story and a service. He added mobile marketing is not only about mobile phones, but about mobility or what the consumers need when they are out, and therefore, it is applicable to all wearables, like shoes and clothes.

According to Eike, digital provides an opportunity to glue different marketing channels together.

– See more on Technode!

Event Watch – China in Context by Jing Daily in New York on November 14th 2013

Context in China Jing Daily

You are in US and you want to know more about Luxury, Chinese Market & Digital Strategy?

China Luxury Advisors and Jing Daily have partnered to host a seminar to provide senior leadership from luxury brands, retailers, digital companies, media organizations, hospitality, and destinations with strategic insights into the Chinese consumer that will influence both China strategy and global practices and decisions for brands who are serious about winning the Chinese consumer.

Topics will include:

  • Innovation and the Chinese consumer: As China’s luxury market rapidly changes, learn how brands are innovating to appeal to Chinese consumers, from brand positioning to design, product development, retail, and marketing.
  • Consumer influencers: From cultural traditions to KOLs, explore the landscape of what’s influencing the tastes and purchase habits of China’s affluent consumers, and learn how to best maximize investment and outreach in this area.
  • Effective brand building for the Chinese consumer: Best practices for enhancing consumer demand both in China and abroad.
  • Understanding China’s travelers: On-the-ground observations and stories from traveling with Chinese high-net-worth consumers.

Save the date & Buy your tickets here!

Context in China Jing Daily

Date: November 14th, 2013
Location: AW Asia – 545 W 25th St – New York, NY 10001
Duration: 1 day (8:30 am – 12:00 pm)
Price: seminar ticket $350 – conference special, 3 tickets $700

NoFashion – Patrice Nordey insights on Chinese Luxury Market

On September 13, the first digital fashion assembly “Shanghai Fashion Web” will be held in Shanghai, hosted by the luxury digital consultancy agency VELVET Group. Approximately 150 luxury and digital marketing industry leaders have been invited, with speakers including Glamour-Sales China founder and CEO Thibault Villet, Italian luxury online retailer Yoox Group Chinese director Mimi Vong, and the famous fashion blogger & KOL, Peter Xu, who will deliver a keynote speech.

Patrice Nordey

During a NoFashion interview, VELVET Group founder & CEO Patrice Nordey expressed the hope to share mutual insights with participating brands and industry leaders and to discover new partnership opportunities through the Shanghai Fashion Web events. Another goal of the event is to promote the new initiatives in the fashion and digital field, such as the Chinese designer online retailer Bundshop, as well as the hair and beauty interactive platform Hairbobo. The Hairbobo App in China has attracted over 200,000 registered hairdressers.

Patrice Nordey was a senior executive at BNP Paribas Group, and served as the CEO of L’Atelier – BNP Paribas Group China. With 15 years of experience in e-commerce and the digital field, Patrice founded the Velvet Group in 2013 to help international luxury brands to enter the fast-growing Chinese e-commerce landscape.

He stated that in recent years, international luxury brands such as Louis Vuitton, Coach, Gucci enjoyed rapid development in China. However, as the market growth slows down, these brands will come to realize that the use of the digital platform will serve an important role in further brand expansion in China. “The digital platform is not only affordable, but essential to reaching affluent consumers, especially in geographic regions where there is not yet a physical brand store.”

Digital Consulting is the 2013 Shanghai Fashion Web theme and VELVET Group’s principal business, as more and more brands are focusing on digital marketing. Patrice Nordey recommends fashion brands to “prioritize the establishment of a solid digital platform, allocate adequate budget in search, media placement  and social media activities, while effectively channeling offline advertising resources such as magazines, events, and promotional pamphlets.” Patrice Nordey adds that a unified customer experience is essential for the brand. Throughout the digitization process, luxury brands should always maintain its uniqueness to provide high-quality online experience for every customer.

Sina weibo fans

With respect to the authenticity of microblog comments and posts, Patrice said he has noted the recent trend of third party microblog accounts equipped with zombie fans and false information and reviews. “Many brand headquarters have become aware of these authenticity issues and approached brand activities on these platforms with more caution.” Patrice Nordey said that VELVET Group responds to many brand headquarters’ requests, to identify problems within the brand’s Chinese subsidiaries and to “purify” social media activities . VELVET Group currently services clients include from the fashion and luxury industry, including Christian Louboutin, Boucheron, Galeries Lafayette, L’Oreal Group, as well as Gucci, Saint Laurent, Bottega Veneta and other brands under the Kering Group. Patrice Nordey reveals that these fashion brands hope to receive completely objective consulting service from VELVET Group.

With reference to the 2013 Shanghai Fashion Web event, Patrice Nordey signifies that there are many similar events held in the United States and Europe. However, in China, the concept of this event is fresh and “VELVET may be the first company to hold an event that links the digital field with the fashion and luxury industry.”

Note : Shanghai Fashion Web has been held on September 13, 2013 in Kathleen’s 5, Nanjing West Road, No. 325 , 5th Floor, Shanghai Art Museum. Netizens can search #SFW 2013# to find posts related to this event on the micro-blog.

– See more on NoFashion!

Shanghai Fashion Web – Event Overview [Part 1/2]

On September 13th 2013, the first edition of Shanghai Fashion Web was held. The Shanghai Fashion Web is an event showcasing cutting edge topics related to the fashion and luxury industry as well as today’s digital environment.

Shanghai Fashion Web

Despite the thunderstorm that overtook Shanghai that afternoon, our brave guests overcame the weather difficulties and marched right into our event. Bravo! In the heart of Shanghai at the historical venue, Kathleen’s 5 in People’s Square, close to 100 of our attendees participated in the discussion of today’s critical topics in luxury and the digital field.

A series of seminars were presented by 10 top thought leaders in the digital field, the general topic being “Reshaping today’s Luxury; Unifying Fashion, Art, Design and going Digital”.

We had a wonderful night of learning and interaction with our avid speakers and engaged attendees. Following the seminars, we were in no shortage of entertainment. The creative contemporary dance performance brought by Nunu and her student from Brand Nu Dance Shanghai wowed many of our guests. Overall, we are happy to communicate that 88% of the SFW attendees were highly satisfied about the content and the organization of the event.

You can find below a quick overview of the SFW event.

 4:00 PM – Welcoming of the attendees

Networking SFW

At 3:59 PM precisely, the first attendee arrived in Kathleen’s 5 venues and was welcomed by the Velvet team. Our attendees were soon in deep discussion on digital topics with SFW speakers like Alexis Bonhomme, Peter Xu, and Svante Jerling before the talks began. Some of our guests helped themselves to the juices and refreshments prepared by Kathleen 5 while others enjoyed the time to take some selfies with the venue!

5:00 PM – Start of the talk shows

Patrice Nordey

With a short welcome and thank you speech by Patrice Nordey, CEO of Velvet Group, the panel session started. The first session on the list was the Bundshop concept presentation.

Diana Tsai & Stephany Zoo – Founder of the Bundshop

BundShop

Diana Tsai & Stephanie Zoo, founders of the Bundshop, enlightened us with the concept of their organization. The Bundshop is not only an eCommerce platform to promote sales of creative Chinese design pieces but also a digital marketing vessel to bring emerging Chinese designers to the world. A brilliant concept envisioned by two charming ladies! Following the first session, Diana and Stephany introduced to us one of their designer partners, Mary Huynh.

Mary Huynh – Design by MaryH

Designed by MaryH

MaryH, a luxury leather goods designer who has been collaborating with the Bundshop since the very beginning, shared with us her personal story and experiences launching her brand in China. Her work was featured in the Shanghai Fashion Week in April this year. During the session, she even showed us some of her handmade pieces, mainly wallets and leather-made accessories. We know that Mary is a designer to look out for.

Peter Xu – Fashion Blogger

Peter Xu Fashion Blogger

Peter Xu, famous Fashion Blogger and KOL, is in no need of introduction in China. During his session, he revealed his personal success story in the Fashion Industry, sharing with us how he jumpstarted his career through blogging and building his virtual networks. The attendees enjoyed Peter’s charisma and energy in his talk, which was both entertaining and insightful.

Thibault Villet – CEO of Glamour Sales

Glamour sales presentation

CEO Thibault Villet from Glamour Sales shared with us some of his insights on the key success factors and CRM of the luxury flash sale e-commerce platform. While catering to luxury goods, many features of the website must be carefully considered and executed in a way that is in line with consumer opinion. See the article to know more about flash sales orientations by Glamour Sales .

 

Shanghai Fashion Web – Event Overview [Part 2/2]

On September 13th 2013, the first edition of Shanghai Fashion Web was held. The Shanghai Fashion Web is an event showcasing cutting edge topics related to the fashion and luxury industry as well as today’s digital environment.

6:30PM – Break & Lucky Draw

Lucky Draw MaryH

Following the break shortly, we held a lucky draw and we would like to personally thank MaryH for her beautiful leather handmade wallets as prizes. The lucky winners of the draw were Dominique Simard (Director of Fashion Education at Conde Nast), Rodolph Garnier (China Global Sourcing Director at Camaieu) and one of our speakers, Svante Jerling (Founding Member and VP of P1.cn)!

Alexis Bonhomme, General Manager of Curiosity China

WeChat presentation

Alexis Bonhomme navigated us through the new WeChat App 5.0 Version, showcasing powerful new tools that are beneficial to both businesses and consumers. Everybody upgrade to 5.0 now! See the article to know more about the new WeChat 5.0 features.

Michael Shi – Founder & CEO of Hairbobo

HairBobo

Michael Shi is the founder and CEO of Hairbobo, the B2B community website bringing hairdressers and stylists together to share tips and the latest trends in hair and fashion. He also introduced their new app for consumers, which features an online booking function to book for hair appointments with hairdressers and stylists.

Svante Jerling, Founding member of P1.cn

P1.cn Svante Jerling

Svante Jerling unveiled the exclusive activities behind P1, its new projects, as well as its luxury members. P1 is a platform that showcases the latest street styles of fashionistas in China.

Mimi Vong – Country Manager from YOOX Group

Yoox Group Presentation by Mimi Vong

Mimi Vong presented the different consumer profiles YOOX has in Asia and the strategies that made YOOX so powerful today. Yoox is diversified in its profile: yoox.com, thecorner.com, and shoescribe.com. In China, it has launched an exciting collaboration with the Super Boy contest 2013, a famous singing competition in China. During the talk, Mimi offered some valuable advice for brands including their product selection and a focus on younger generation consumers.

After…

Following the panel sessions, it was networking and fun time! We loved the French fusion finger food, Polaroid photos, and creative dance by Nunu that filled the night. The event was a big success and Velvet would like to give a big thanks to our active participants, speakers, and entertainers that made this a night to remember.

And also, thank you to our guest for your perfect conclusion:

“We are very glad to have participated in this year’s SFW. Thanks for your teams professional arrangement and great hospitality! We liked the topics. So many new ideas bring E-commerce a bright future.”

Tommy Qiu, Marketing Executive at Lane Crawford

– See more pictures of the event here!