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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)

 

 

What does Weibo’s new character limit mean for brands?

1,500 most common Chinese characters.

1,500 most common Chinese characters.


Last week, Chinese Twitter-like social network Weibo announced that starting today, January 28, it will begin a month-long trial of offering VIP users the option to publish up to 2,000 characters per post. Weibo plans to roll out the new feature to all 500 million users by February 28. The current character limit is 140.

This announcement comes hot on the heels of news that Twitter will increase its character limit from 140 to 10,000.

Weibo’s character limit increase won’t visually affect user timelines too much—since posts will show only the first 140 characters—but that’s partly the problem.

More room for content will certainly help with storytelling. However, Weibo’s main problem has less to do with text and more to do with visual experience, which is key for social media at the moment. Instagram and Tumblr led the way for visual dominant platforms in the west. In China, WeChat improved upon its Tencent predecessor QQ Messenger by offering users a more media rich experience and is currently the number one social network in China. Next generation networks like Snapchat, Meerkat and Periscope skew even purer visual, by featuring ephemeral video.

According to Weibo’s own data, only 10 percent of original posts surpass the current character limit. Furthermore, since the beginning, users have employed the basic solution of posting screenshots to circumvent the character limit. Despite this reality, a Weibo spokesperson told the South China Morning Post via email that increasing character limit will “offer greater choice and a better user experience”—a statement that seems misguided at best.

While Weibo has seen a user decline in recent years, it remains the second most popular social network in China and the platform of choice for PR due to its open, viral nature. Furthermore, no indigenous Instagram or Tumblr alternative has succeeded in capturing a large audience. Weibo is better positioned than any other player to make the leap to a visual driven platform by tweaking its interface (pair down features, enhance visuals) or creating a new platform and migrating users.

TechNode Now Speaks French, Launching TechNode.fr With Partner VELVET Group

Velvet Partner Technode

VELVET is taking a further step to bridge the Chinese and global startup ecosystem. Today, I am proud to announce the launch of TechNode.fr, the French language version of China tech news portal TechNode.com.

Over the past few years, China has undergone exponential growth in digital with an Internet population of 618 million, 500 million mobile Internet users and more than 100 million tablet owners. In 2013, China overtook the United States to become the world’s largest e-commerce market with over €217 Billion in transaction value. TechNode.fr is designed to address French speaking countries & regions (France, Belgium, Switzerland, Quebec, Canada, etc.), opening doors for the 220 million French-speaking community to witness and understand the fast evolving digital landscape of China.

Thanks to VELVET’s expertise in both Chinese and French market, TechNode teamed up with us to design and operate this new website. VELVET is leveraging its team of Chinese, English and French copywriters based in Shanghai to deliver the latest news around China social media, mobile, e-commerce, startups and new trends.

TechNode (formerly known as MOBINODE) is the leading tech blog uncovering the latest news on start-up entrepreneurs, investors, large companies and industry trends in China and Asia. TechNode is the official partner of TechCrunch, managing TechCrunch China. Its main focus are: social media, mobile and e-commerce and new trends such as Big Data and augmented reality. Written in English, Chinese and French, TechNode aims to be the go-to source for original, insightful and opinionated content that helps connect the eco-system of entrepreneur’s, investors and consumers. TechNode is founded by Dr. Gang Lu, one of the most influential Chinese tech bloggers in global web industry.

With this new site, we just can’t wait to bring more online & offline interactivity between China and French web.

If you want more details about TechNode.fr or this announcement, please email us directly at: contact@technode.fr.

China Digital Roundup | Personal Care, Wearable Device, 3D Printing, Social Media

A roundup on how digital is transforming our life and business – both in China and the rest of the world through January 17th.

Digital Inception Review

17% Personal Care Brands Have Mobile-Optimized Sites in China

By Luxury Daily

Half of the mobile sites examined in L2′s latest China report offer click-to-call customer service and a quarter provide one-click email for customer service. L2′s Personal Care China report asserts that the fragmented digital landscape, big investments and the need for localized marketing has forced several personal care players to resign their efforts in China. For the brands committed to navigating the densely forested paths to consumers, L2 argues that digital is the clearest avenue available.

 

China now has half a billion mobile web users, 618 million total internet users

By Tech In Asia

Here are the latest figures from the China Internet Network Information Center (CNNIC) for December 2013. They show strong growth from the agency’s last report midway through 2013 when we saw that China had 591 million internet users and 460 million mobile netizens. The number of mobile web users has more than doubled from the end of 2009 when there were only 233 million accessing the web via phones. China’s smartphone boom – there are about 270 million active Android users in the country right now – has surely caused a big bump in mobile web browsing in the past few years.

 

This Bracelet Knows When You’ve Had Too Much Sun

By Fast Co

Introduced at this week’s Consumer Electronics Show in Las Vegas, Nevada, the June may look like a bracelet you’d buy at Claire’s, but it’s actually a fashionably designed wearable that measures exposure to the sun. Made by Netatmo and designed by Louis Vuitton and Harry Winston collaborator Camille Toupet, the June syncs over Bluetooth to a paired iPhone, where an app tells you how much sun you’re getting based upon readings from the bracelet’s photovoltaic gem, and then recommends sunglasses, a hat or a specific sunscreen based upon the measurements. While Netatmo’s June might seems like a gadget for outliers, it actually represents an important step forward. It’s wearable tech that someone might buy for looks alone, not giving a damn about how “smart” it is.

 

3D Printing is Starting to Revolutionize the Fashion Industry

By SCMP

Will the 3-D printer replace the sewing machine as the favored tool of fashion designers? In recent months, 3-D-printed clothes and accessories have shown upon Project Runway (a contestant printed belts), the actual runway (Dutch designer Iris van Herpen’s 3-D-printed collection called Voltage) and on the Neiman Marcus website (which sells 3-D pieces such as Bathsheba Grossman’s sculptural stainless steel orbs). A few days ago, 3-D-printed fashion had perhaps its biggest moment when CBS broadcast the annual Victoria’s Secret Fashion Show. Model Cara Delevingne walked the runway in computer-generated angel wings, while Lindsay Ellingson was outfitted in a corset, bustle and arm pieces intricately designed to look like snowflakes.

 

The Need to Address China Social Media Differently

By Fast Co

A brand or a company venturing online in China better not do so in the way they would in the West. Expect participation and engagement. Both positive and negative. Produce quality content or engage in a smart way and people will respond with a host of likes, comments and re-posts. Whole debates might rage, prompted by your video, infographic or picture. The research company Altimeter recently mapped China, followed by Indonesia, Philippines, Vietnam and Malaysia, as the most engaged online populations in the world. The U.S., UK, Germany and France were significant laggards by this measure.

 

Photo courtesy: L2

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.

P1.com

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]

China Digital Roundup I Valentino, Luxury E-Commerce, Apple, Alibaba 11/11, Vancl

A roundup on how digital is transforming our life and business – both in China and the rest of the world through November 15th.

Valentino Targets Global Audience by Live-Streaming Shanghai Collection, from Luxury Daily

VALENTINO Fashion Show

Italian fashion house Valentino is taking an unconventional approach to promote the opening of its new store location in Shanghai by unveiling an exclusive collection Nov. 15 that will be available at this location months before it hits the shelves in other stores.

The Maison’s creative directors, Maria Grazia Chiuri and Pierpaolo Piccioli, designed the Shanghai collection that will premiere Nov. 14 on the Bund and via a live-stream on its Web site. By live-streaming the show, Valentino is giving consumers around the world the opportunity to participate in the opening of its newest flagship even though they cannot be there in person.

 

5 Tips for Luxury E-Commerce Success, from Jing Daily

5Lux example eshop

Luxury is set to take up a significant part of the online retail pie, with an estimation to be worth $27 billion by the end of this year. However, China’s e-tail landscape has proven especially tricky for luxury brands. Despite the significant profits to be made, Macy’s put its China e-commerce plans on hold in October of this year, which followed a decision by Neiman Marcus to downscale its China e-commerce operations several months ago.

These instances likely reflect the fact that luxury e-commerce faces many challenges in China, including logistical issues that harm quality of service, customer concerns about fakes, and fear of online fraud. However, the business climate may be improving: a recent survey of Chinese luxury customers by Ruder Finn and IPSOS found that 36 % of respondents prefer to shop for luxury goods online, a 22 % increase from 2012.

 

Apple is about to crash the party, claims L2 founder, from Luxury Daily

Apple Luxury orientations

L2′s founder predicted that technology giant Apple will be venturing into luxury categories in the near future to capitalize on enormous profit margins and its pristine brand image at the L2 Forum 2013. L2 Think Tank boss Scott Galloway pointed out that Apple’s acquisition of CEOs from Burberry and Saint Laurent indicates that the brand is forcefully moving toward the luxury sector. The founder also warned that luxury brands will begin to face increasing disruption from outsiders.

“Apple is about to crash the party,” Mr. Galloway said. “Why wouldn’t [Apple] migrate to [luxury]? The move gives consumers a chance to express their affinity for Apple with something other than [technology],” he said. “Luxury is on the verge of a massive disruption by competitors.”

 

$5.7 billion spent in 24 hours on ‘Cyber Monday’ Alibaba, from Tech In Asia

Alibaba Tmall

China’s 11/11 online shopfest – the country’s equivalent of America’s Cyber Monday – has just finished. It’s been a record-smashing mega-sale on hundreds of e-stores. Here at Alibaba HQ, the makers of China’s top online marketplaces are celebrating the biggest-ever shopping day: a grand total of $5.7 billion (RMB 35.02 billion) spent in the course of just 24 hours.

(Update: Total unique visitors on Tmall on this 11/11 hit 402 million, up from 213 million on the same day last year). The sales on Alibaba’s Tmall involved over 20,000 merchants on its online marketplace. That massive $5.7 billion figure counts only Tmall and Taobao customers who paid via the company’s own Alipay (like Paypal), so the total spending amount will be higher once all payment methods are totaled up. The most popular store on Tmall all day was the official shop of Xiaomi, China’s upstart phone-maker.

 

Chinese clothing e-tailer Vancl gets $100 million funding, from Tech In Asia

Vancl eshop

Chinese clothing e-tailer Vancl, which sells Muji/Uniqlo-esque cheap yet funky clothing on the web, has wrapped up its seventh round of venture capital funding. The newest tranche is worth $100 million, Vancl vice president Xu Xiaohui revealed to China’s Economic Observer newspaper. No further details were given.

Vancl – which also has an open marketplace for clothing-related merchants called V+ – is still dogged by rumors of financial problems. Vancl has raised over $400 million in its previous rounds from the likes of IDG Capital, but the e-store spent 2012 shedding thousands of jobs, and earlier this year restructured its business divisions as it seeks to remain agile amidst ever stronger e-commerce competition in China.

VELVET as Moderator for Digital Cream Roundtable Forum on October 24th 2013

Digital Cream Shanghai is a moderated roundtable forum for China’s most senior client-side digital and brand marketers to discuss and explore the latest best practice on e-marketing procurement, business cases, investment, ROI and supplier selection. Attendees will also discuss their future online strategies and compare these with like-minded peers. The roundtables will be bilingual (English & Mandarin).

Velvet is invited to moderate the E-Commerce roundtable driving discussions on key issues from the overall strategy, C-Level executive support and team structure to conversion optimization. The roundtable will be bilingual (English & Mandarin).

Digital Cream Shanghai

Here are the roundtables topics:

  1. Ecommerce & Conversion Optimisation
  2. Online Advertising – Strategy & Maximising Returns
  3. Social Media & S Commerce – Managing, Marketing, Measuring & Monetising
  4. Strategic Content Development, Curation & Marketing
  5. Big Data, Web Analytics & Actionable Insights
  6. Customer Experience & Lifetime Economic Value in a Digital World
  7. Customer Insight & Market Research – Segmentation & Targeting
  8. Mobile Marketing – Advertising, Apps, Platforms, Design & Build

Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with senior digital buyers in the world and runs in London, Dubai, New York, Chicago, Singapore, San Jose and now Shanghai.

Date: October 24th 2013 (8:30am – 5:30pm)
Venue: M1NT Club Shanghai, Shanghai, China
Duration: 1 day
Cost: Free – request an invitation here!