INFOGRAPHIC | Luxury Watches: Who leads in Chinese social media?
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Analysis on Social Media (Weibo and Weixin) - Luxury watches Made in China by Uncle Advertising, a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies for brands in China.
![10 000 - 30 000
If executed well, Wechat & Weibo can be an effective
way to communicate with your Chinese target market and
support your marketing plans.
LUXURY WATCHES
Who leads in Chinese social media?
Made in Shanghai by Uncle Advertising - September 2013
CHINESE SOCIAL MEDIA
NUMBER OF FANS ON WEIBO
199 272
95 259
82 230
1. The number of fans is one of the key performance indicators but it can lead to wrong conclusions about
consumer behavior and brand performance. 2. Wechat doesn’t reveal the numbers of fans on the official brand
page unless you have access to the back office system.
597million Chinese users are active on microblogs.
More than 40%of Chinese consumers read and post
reviews online.
1/3say they make purchasing decisions based on what is
said about a product on social media.
Listen and INTERACT with fans by managing a RESPONSIVE
customer service, answer and repost customer feeds.
Reminder: Help your followers to love your brand and act upon it.
Provide a UNIQUE, CONSISTENT and USER ORIENTED content on
a regular basis. Keep track with a specific content plan.
BEST PRACTICES
to LOYALTY
fromawareness
WEIBO POSTING FREQUENCY
WECHAT CONTENT
18
JaquetDrozChopard
Uncle Advertising is a full service agency providing
creative advertising solutions, digital marketing and
social connectivity strategies. We provide ‘creative
solutions’ which build brands and businesses in China.
We help brands to listen, understand and engage in
conversations in chinese social media: Weibo and
Wechat.
Average number of posts per week
GirardPerregaux
12
TAGHeuer
10
Rado
AudemarsPiguetIWCHublot
9 7
JaegerLeCoultreBlancpainRichardMille
5
MontblancVacheronConstantinPatekPhilippeBaume&Mercier
4
ZenithFendi
3
RogerDubuisA.Lange&Sohne
2
CartierPiaget
...
WEIBO CONTENT & INTERACTION WITH FANS
Reposted 118 times within few days,
this post is engaging fans by offering
CD signed by artists participating in
the upcoming Shanghai Jazz Festival.
Cartier Father’s Day
Gift List
This post is not only
promotional. Fans feel
concerned with hot
topics related to family
and don’t hesitate to
share it.
Chinese brand ambassadors and celebrities
CAMPAIGNS
CELEBRITIES
KNOWLEDGE
BRAND FANS
TAGHeuer
Type of content
37%
21,8%
14,6% 13,3% 12,9%
0,4%
Campaign
Celebrities
BrandHistory
Connect
Product
CSR
Jaeger Le Coultre
Cartier
IWC
Type of content
50%
25%
40%
Campaign
Product
Festival
China’s population:1,354billion
TAGHeuer
Piaget
Montblanc
IWC 40 778
Jaeger
Le Coultre 33 550
Girard
Perregaux 30 807
Audemars
Piguet
Fendi 35 516
30 156
Cartier 482 827 fans (not only a watch brand)
Hublot
Patek Philippe
Rado
Baume & Mercier
Blancpain
Zenith
Chopard
A.Lange & Sohne
Vacheron Constantin
5 000 - 10 000 Under 5000
Jaquet Droz
Roger Dubuis
Richard Mille
Your fans expect regular updates.
Promotingyourpostswithimages
and videos is essential to keep
them engaged and active.
Contributors
Eshion Gao, Elsa Bouillot, Josselin Roulet
25% 25%
This post announces the IWC
China Tour and presents briefly
the brand history and some
products.
IWC is posting more frequently
on Weibo than Weixin.
MONTBLANC
Creating early “buzz” around the product is a fantastic
way to increase and develop word-of-mouth (iWOM)
1. Purchasing and owning luxury watches is a status symbol for Chinese people. Posting about products and
brand history satisfies the need of the fans who are eager to learn as much as they can about luxury watches
and brands. 2. Fans often repost about celebrities and campaigns.
To encourage them to post and
repost , you must understand the
interests of your audience and
connect with them by engaging and
posting relevant information.
How to engage with fans
and make them
INTERACT
?
#TAGHeuer store activities#
TAGHeuer has officially launched
its Wechat account! From now and
until September 12, TAGHeuer,
through Wechat, gives a chance to
win TAGHeuer Jazz Week CD signed
by the artists. […] Jazz Lovers act
now! (For specific stores information
please click on the picture).
For your beloved father, Cartier presents a
selection of gifts: the Tank Anglaise watch that
sketches out father’s elegance and simplicity; the
Ballon Blue watch with dazzling diamond wrist
band which represents his deep and courageous
character […]
For more information, please visit our linkedin
company page Uncle Advertising (Scan our QR code),
follow us on Twitter @ShanghaiUncleAd or drop us an
email at josselin@uncle-ad.com.](https://image.slidesharecdn.com/infographicwatchanalysis0913-130916213042-phpapp01/85/infographic-luxury-watches-who-leads-in-chinese-social-media-1-320.jpg?cb=1406000574)
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INFOGRAPHIC | Luxury Watches: Who leads in Chinese social media?
- 1. 10 000 - 30 000 If executed well, Wechat & Weibo can be an effective way to communicate with your Chinese target market and support your marketing plans. LUXURY WATCHES Who leads in Chinese social media? Made in Shanghai by Uncle Advertising - September 2013 CHINESE SOCIAL MEDIA NUMBER OF FANS ON WEIBO 199 272 95 259 82 230 1. The number of fans is one of the key performance indicators but it can lead to wrong conclusions about consumer behavior and brand performance. 2. Wechat doesn’t reveal the numbers of fans on the official brand page unless you have access to the back office system. 597million Chinese users are active on microblogs. More than 40%of Chinese consumers read and post reviews online. 1/3say they make purchasing decisions based on what is said about a product on social media. Listen and INTERACT with fans by managing a RESPONSIVE customer service, answer and repost customer feeds. Reminder: Help your followers to love your brand and act upon it. Provide a UNIQUE, CONSISTENT and USER ORIENTED content on a regular basis. Keep track with a specific content plan. BEST PRACTICES to LOYALTY fromawareness WEIBO POSTING FREQUENCY WECHAT CONTENT 18 JaquetDrozChopard Uncle Advertising is a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies. We provide ‘creative solutions’ which build brands and businesses in China. We help brands to listen, understand and engage in conversations in chinese social media: Weibo and Wechat. Average number of posts per week GirardPerregaux 12 TAGHeuer 10 Rado AudemarsPiguetIWCHublot 9 7 JaegerLeCoultreBlancpainRichardMille 5 MontblancVacheronConstantinPatekPhilippeBaume&Mercier 4 ZenithFendi 3 RogerDubuisA.Lange&Sohne 2 CartierPiaget ... WEIBO CONTENT & INTERACTION WITH FANS Reposted 118 times within few days, this post is engaging fans by offering CD signed by artists participating in the upcoming Shanghai Jazz Festival. Cartier Father’s Day Gift List This post is not only promotional. Fans feel concerned with hot topics related to family and don’t hesitate to share it. Chinese brand ambassadors and celebrities CAMPAIGNS CELEBRITIES KNOWLEDGE BRAND FANS TAGHeuer Type of content 37% 21,8% 14,6% 13,3% 12,9% 0,4% Campaign Celebrities BrandHistory Connect Product CSR Jaeger Le Coultre Cartier IWC Type of content 50% 25% 40% Campaign Product Festival China’s population:1,354billion TAGHeuer Piaget Montblanc IWC 40 778 Jaeger Le Coultre 33 550 Girard Perregaux 30 807 Audemars Piguet Fendi 35 516 30 156 Cartier 482 827 fans (not only a watch brand) Hublot Patek Philippe Rado Baume & Mercier Blancpain Zenith Chopard A.Lange & Sohne Vacheron Constantin 5 000 - 10 000 Under 5000 Jaquet Droz Roger Dubuis Richard Mille Your fans expect regular updates. Promotingyourpostswithimages and videos is essential to keep them engaged and active. Contributors Eshion Gao, Elsa Bouillot, Josselin Roulet 25% 25% This post announces the IWC China Tour and presents briefly the brand history and some products. IWC is posting more frequently on Weibo than Weixin. MONTBLANC Creating early “buzz” around the product is a fantastic way to increase and develop word-of-mouth (iWOM) 1. Purchasing and owning luxury watches is a status symbol for Chinese people. Posting about products and brand history satisfies the need of the fans who are eager to learn as much as they can about luxury watches and brands. 2. Fans often repost about celebrities and campaigns. To encourage them to post and repost , you must understand the interests of your audience and connect with them by engaging and posting relevant information. How to engage with fans and make them INTERACT ? #TAGHeuer store activities# TAGHeuer has officially launched its Wechat account! From now and until September 12, TAGHeuer, through Wechat, gives a chance to win TAGHeuer Jazz Week CD signed by the artists. […] Jazz Lovers act now! (For specific stores information please click on the picture). For your beloved father, Cartier presents a selection of gifts: the Tank Anglaise watch that sketches out father’s elegance and simplicity; the Ballon Blue watch with dazzling diamond wrist band which represents his deep and courageous character […] For more information, please visit our linkedin company page Uncle Advertising (Scan our QR code), follow us on Twitter @ShanghaiUncleAd or drop us an email at josselin@uncle-ad.com.