Great presentation by Weiden + Kennedy Shanghai planners which gives a flavour of what’s hot and what issues are currently shaking things up in Chinese popular culture at the moment.
French luxury ready-to-wear pioneer and Richemont Group fashion brand Chloé drove forward with an expansionist strategy for the Chinese market earlier this year with a webcast fashion show, corporate blog and an ambitious e-commerce strategy.
The webcast fashion show was supposed to be about the fifth anniversary of the brand, but was more about expanding their share of the Chinese marketplace.
As using social media in luxury goes, it was an ambitious strategy so I decided to revisit the site to see how they were getting on and what innovations they were up to. I went to the web address and got this page.
I’ve tried it a number of times on different networks and computers to make sure that it wasn’t an error on my part.
I know that the site is supposed to be based on servers in Shanghai and that the domain name doesn’t run out until the end of October.
I was surprised to see such an interesting brand exercise apparently given up on so quickly, the Chinese corporate blog would have been about establishing an ongoing relationship with existing, prospective and aspiring customers rather than rolling out what seems to have been a short-term campaign.
The carefully blended melange of ethereal R&B samples, kung-fu and wushu sound effects with snippets of dubbed English dialogue from old Hong Kong action films says that Legendary Weapons is is a perfectly crafted Wu-Tang Clan track.
Interesting presentation by Ogilvy on f-commerce. It has some great data about the market opportunity for e-commerce in Asia.
A couple of thoughts on the presentation. Firstly, you may not realise it by looking at the slides but commerce was happening on Japanese social network Mixi and Korean network Cyworld before Facebook. Secondly, social commerce depends a lot on the context of the product or service purchase, it isn’t a universal opportunity.