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VELVET presents Daring Partner campaign for Roger Dubuis

The Swiss Watchmaker ROGER DUBUIS partnered with VELVET the Shanghai-based Social Media agency, to underscore its audacious & avant-garde DNA among the savvy Chinese audience. “Daring Partner” campaign invites them to tap, swipe, and shake to digitally find the timepiece that perfectly match their unique lifestyle.

5 years after its creation, WeChat is still at the top of the curve of social media with over 768 million users. Luxury houses have been massively investing through this path as the surest way to reach the connected generation and express a clear brand positioning and voice. VELVET took that bet and partnered with Roger Dubuis, to deliver an easy to interact yet unique experience through China top one social platform, WeChat.

Roger Dubuis' unique contemporary luxury watchmaking

Roger Dubuis’ unique contemporary luxury watchmaking

VIP dinners on the top of the Mont Blanc

VIP dinners on the top of the Mont Blanc

Roger Dubuis delivering experiential content through VR

Roger Dubuis delivering experiential content through VR

Unique since its very creation in 1995, Roger Dubuis has been at the forefront of contemporary luxury watch industry thanks to its exceptional watchmaking mechanisms and quality combined with highly differentiated, audacious designs. From VIP dinners on the top of the Mont Blanc in the French Alps to innovative format as one of the first brand to deliver experiential content through VR during its branded events, Roger Dubuis takes a strong position about offering unforgettable experiences.

 

A unique experience with WeChat HTML5 mini-site

Roger Dubuis' WeChat H5 mini-site Roger Dubuis' WeChat H5 mini-site Roger Dubuis' WeChat H5 mini-siteRoger Dubuis' WeChat H5 mini-site Roger Dubuis' WeChat H5 mini-site

 

To celebrate the uniqueness of Roger Dubuis core collection Excalibur, VELVET designed a fully branded HTML 5 on WeChat where watch lovers can easily tap to answer and shake to get its best Daring Partner timepiece.

After sharing some snapshots of the selected watch – to be found in Roger Dubuis stores – participants will be selected to win extraordinary experiences in China including tickets for the upcoming FFF GT Race in Shanghai this September, or invitations at the most exclusive Roger Dubuis event in October…

 

Leveraging online influencers (KOLs)

As for any luxury brand looking to amplify its messaging online, KOLs has long been a long-term and effective strategy than traditional advertising. For the campaign, Roger Dubuis has been leveraged to give educational background on the brand core values and cultural references. For instance, JiLiang, a KOL who has over 256,000 followers on WeChat, focused on the sword ‘Excalibur’ as the physical interpretation of every conquering men best partner.

 

WeChat Moment Ads

Roger Dubuis WeChat Moment Ad by VELVET

In addition, with influencers, Roger Dubuis has been leveraging WeChat advertising system to reach beyond their target audience. Since 2014, Tencent has began to experiment with banner ads on WeChat and later in early 2015, rolled it out on its users’ Moments allowing brands to gain media exposure in a premium location. Over the past year, Tencent has been investing more in the technology that allows advertisers to target ads based on a user’s online activities and preferences allowing more sophisticated formats.

 

Access Roger Dubuis WeChat Account & Online Experience

 

11 Daring Partner campaign 10 RD Wechat account

 

 

 

China Digital Roundup | Google Glass, eBay’s Online Mall, WeChat, Alibaba

A roundup on how digital is transforming our life and business – both in China and the rest of the world through January 24th.

L'Oreal Matrix Google Glass

L’Oreal’s Matrix Offers Stylist’s-Eye View with Google Glass

By BrandChannel

Google Glass may still be a novelty of sorts for just about everyone outside its “Explorer” program, but that’s not stopping global beauty brand L’Oreal from incorporating the futuristic specs into its personal care brands. According to Retailing Today, L’Oréal subsidiary Matrix is using Google Glass to help teach hairstylists how to do better work. Called “Matrix Class for Glass,” the initiative will include blogger video series, a salon professional education platform, and an app that “will house an exclusive library of content that can be downloaded by consumers and professionals.”

 

eBay said to open online mall to lure fancy brands

By CNET

Word has it that eBay has plans to open an online marketplace that caters to various brands, according to The Wall Street Journal. Rather than using the eBay moniker, this site is said to be called “The Plaza.” On “The Plaza,” it’s said that brands will be able to sell directly to consumers — just like with eBay — but won’t have to be listed next to second-hand items or possible knock-offs. It said that with the rumored online mall, merchants could sell their goods through eBay but not have “to worry about weakening their brand.”

 

Next WeChat 5.2 update show LinkedIn integration and a makeover for Android

By Tech In Asia

China’s most popular messaging app and social network WeChat’s upcoming version 5.2 update will likely come with LinkedIn integration and a new interface for Android users, according to Pingwest. The following screenshots come from a private beta version, so the updates aren’t final, yet. This is a major move early in LinkedIn’s official Chinese career, especially since it doesn’t even have a Chinese-language site yet. LinkedIn first revealed it had plans to officially expand to China last week when the professional networking site announced it hired a new president for LinkedIn China in the form of Derek Shen. Company shares rose strongly on the news.

 

Alibaba on Tour: the China’s Tech Giant draws a crowd in Amazon and Microsoft land

By GeekWire

Alibaba may not be a household name in the United States yet, but the company is a giant in China — with a dominant e-commerce platform, growing cloud computing system, smartphone operating system and even a finance business. It’s sometimes described as Amazon, PayPal and eBay combined, with a bit of Google thrown in for good measure. And the company is widely expected to make a headline-grabbing IPO this year. So we jumped at the opportunity to sit down with Wang Jian, Alibaba’s chief technology officer, as part of a visit by some of the company’s top executives to the Seattle region this week.

 

Asians spend 257% more on brands they follow online

By Red Luxury

A new study from Waggener Edstrom Communications found that Asian consumers spend up to 257 percent more on brands they follow online. “This study shows that in 2014 digital-driven brand storytelling is central to successful communications. Consumers want to be engaged by brands online,” said Matthew Lackie, Senior Vice President at Waggener Edstrom. “We are seeing that B2B and B2C companies will be rewarded in 2014 with larger spends, engagement rates, and higher levels of brand advocacy when they provide their audiences with great content.”

Infographic – Global Digital Statistics 2014

Let’s start the new year by looking at the big picture – at the world’s wired citizens and what they’re doing on the web. A new 180-page slideshow has been created showing all the facts and stats we have so far on Earth’s 2.5 billion web users. Let’s look over some Asia-related highlights:

  • There are now 1.86 billion active social network users around the world.
  • Across Asia, 635 million people have mobile data subscriptions so that they can go online on their phones.
  • Southeast Asia is the most mobile-centric area of the continent, with a 109% of mobile penetration rate.
  • Southeast Asia and South Asia have internet penetration rates below the world average of 35%.
  • Boosted by China, East Asia’s internet penetration rate is above average, at 48%.
  • 3 of the top 10 social networks (by active usage) are messaging apps: WeChat with 272 million active users; WhatsApp with 400 million; and QQ with 816 million. China’s Tencent owns both QQ and WeChat.

An Eye on China

With so many people fascinated by China’s fast digital growth, let’s look more at the latest China figures.

World web user facts for 2014 slide 01

World web user facts for 2014 slide 02

World web user facts for 2014 slide 03

World web user facts for 2014 slide 04

World web user facts for 2014 slide 05

Source: We Are Social

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.

Marketing to China – 5 Questions with Patrice Nordey, Founder of VELVET Group

Velvet Introduction

1 What is Velvet’s story and what are the services it offers to its clients?

VELVET is a digital consulting agency based in Shanghai specializing in the deployment of communication strategies and online marketing, as well as e-commerce activities and structure for the Chinese market. We cater to international luxury, fashion and cosmetic brands. VELVET’s clients include Boucheron, the famous jeweler in Place Vendome, Galeries Lafayette department stores, brands from L’Oréal or Kering (ex-PPR) one of the largest luxury groups (Gucci, Bottega Veneta, Balenciaga, Saint Laurent, etc..) and lifestyle brands (Puma, Volcom, Electric, Cobra).

Our main playground is the Chinese market, though our customers are international. This has led us to realize missions in Paris, New York, Melbourne, Hong Kong and Florence during the past year. I [Patrice Nordey] launched VELVET after six years of experience in China. It is the result of my first digital adventure started in 1998 with the founding of French online magazine Neteconomie.fr, which was later sold to a sizable media company.

 

2 What is the real reason that inspired you to start your company in Shanghai?

Creating VELVET is the willingness to reconcile two distant worlds, luxury and digital (internet and mobile). The Chinese market has become since this year, the largest market in the world of e-commerce (ahead of the United States) and the most important consumer market for luxury goods and services. We are betting that a position in strategic consulting in this segment will bring tremendous value to the market. Of course, this is in addition to advertising agencies like Publicis-Omnicom, WPP, Dentsu, Aegis Group and more specialized agencies which have greatly strengthened their presence in the last 5 years.

 

3 What is your vision of the luxury market in China in 2013?

China’s market represents 25 % of this year’s global luxury market and remains very strong, despite a slowdown since 2010. This makes it the most attractive market for luxury brands. Moreover, it remains highly fragmented and rapidly changing. The share of purchases of luxury goods by Chinese traveling abroad, including France, for example, is the most dynamic component. Consumers are slightly tired of traditional luxury brands and are more in favor of “affordable luxury” and dynamic premium brands. Sophisticated clientele take a closer look at more specialized brands such as Christian Louboutin or Maje that arrived in China this year. Chinese consumers browse on their smartphones and iPads to discover luxury brands and products, not only at home but also when shopping in store. There is a unique opportunity here to capture and engage customers via social media and other mobile-specific applications.

 

4 What is the most important online social platform for a luxury brand in China today?

No platform is perfect within itself. We recommend Sina Weibo to reach a wide audience, WeChat for more interactive communication and the point of sale, and vertical platforms such as P1 to reach urban and more advanced communities in fashion. This year we worked with BoBo, a mobile social networking app catering to Chinese hairdressers and stylists who want to share new hair styles and styling techniques, with a community of 200,000 professionals. The collaboration between a well-known cosmetic company and BoBo was an effort to target high-end salons and famous hairdressers through an online social network. This collaboration was very effective!

 

5 Why luxury brands are afraid to sell on the Internet today? Are they wrong?

This fear is based on realistic problems: counterfeit goods, parallel distribution, sales of luxury goods at rock-bottom price, and other issues that are prevalent online. Naturally, it would not be a confident environment for luxury brands to launch their products online. However, market conditions are gradually improving, along with an emerging class of consumers who want to live a true online “luxury experience” with their favorite brands. I think the real question for these brands is their degree of integration with the stores, the “OmniChannel” approach, as well as the development of real differentiating services based on a structured approach to CRM. Be able to book a shopping appointment online on the brand site, pick up your purchase in the nearest shop, and have access to services such as VIP concierge through the mobile platform. These are the avenues to explore and to differentiate in order to offer a true digital experience within the luxury industry.

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!

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!

VELVET as “Keynote about Social Media for Luxury Brands in China”

Luxury Products Club

VELVET was invited last September 17th to animate the Luxury Products Club hosted by the French Chamber of Commerce. During this session, Patrice Nordey, CEO of Velvet, introduced some of the new developments of We Chat and Sina Weibo marketing.

Some of the attendees came especially from Beijing and Hong Kong to assist in this event very thoughtful and deeply insightful.

Many thanks to CCIFC for their kind invitation and the great organization.