1、v LUXURY CHINA May 24, 2017 1 1 LUXURY CHINA 2017 EXCERPT THE FULL REPORT IS AVAILABLE TO L2 MEMBERS ONLY. INQUIRE ABOUT MEMBERSHIP. 2 2 May 24, 2017 EXCERPT LUXURY CHINA 2017 INTRODUCTION RANKING SITE Store Locator Sophistication Product Pages the brand now has 19 stores in China which now represen

2、t 30 percent of its global business. Brands new to the top 10 list for search volume growth generated buzz in a variety of ways. This years fastest-growing Watches & Jewelry brand, Folli Follie, launched a series of online-to-offline (O2O) UGC social campaigns and has expanded its line to include ch

3、ildrens clothing. Jaeger-LeCoultre has enlisted ambassadorsfrom the traditional (e.g. actress Zhao Wei) to the non-traditional (e.g. video blogger Papi Jiang)in an effort to boost its digital presence in the region. Only two brands were buzzworthy enough to rank among the top 10 brands by Baidu Inde

4、x rank and search volume growth: Dior in Fashion, whose WeChat flash sale generated significant buzz, and Rolex in Watches & Jewelry. *Note: Saint Laurent is excluded from the chart. Source: L2 Digital IQ Index: Luxury China, May 2017. -40% 80% 60% 40% 20% -20% BAIDU INDEX (6-MONTH AVERAGE) BAIDU IN

5、DEX GROWTH PERCENT 0K2K4K6K8K10K12K14K CHLO FERRAGAMO TORY BURCH DIOR ARMANI LOUIS VUITTON CHANEL CALVIN KLEIN FURLA CLINE LOEWE STUART WEITZMAN DUNHILL HUGO BOSS COACH HERMS GUCCI PRADA VERSACE MICHAEL KORS TODS Average Baidu Index: 3,951 Average Baidu Index Growth: 18% 0% 30% -70% 230% 180% 130% 8

6、0% -20% BAIDU INDEX (6-MONTH AVERAGE) BAIDU INDEX GROWTH PERCENT 0K2K4K6K8K12K10K Average Baidu Index: 3,101 Average Baidu Index Growth: 29% BULOVA TISSOT ROLEX LONGINES CARTIER SWAROVSKI PATEK PHILIPPE OMEGA TIFFANY & CO. CHOW TAI FOOK VACHERON CONSTANTIN ZBIRD JAEGER-LECOULTRE MONTBLANC FOLLI FOLL

7、IE AUDEMARS PIGUET ZENITH DE BEERS TUDOR HARRY WINSTON FOREVERMARK 1212 May 24, 2017 EXCERPT LUXURY CHINA 2017 INTRODUCTION RANKING SITE & E-COMMERCE DIGITAL MARKETING SOCIAL MEDIA MOBILE Luxury China: Social Media Adoption and Growth Percentage of Brands Present on Select Platforms May 2014February

8、 2017, n=75 Brands 2014 2016 2017 Weibo vs. WeChat WeChat and Weibo retain their status as top social platforms in China, with almost all of this years benchmarked Luxury brands on both platforms. While adoption is widespread, a handful of holdouts remain. Cline and Patek Philippe are on neither pla

9、tform, Kenzo is only on Weibo, and Rolex and Tudor focus solely on WeChat. Youku, however, is losing favor among Luxury brands, with its adoption rate down 16 percent year over year. Brands are moving to increasingly popular short video and livestreaming platforms. The average views per Youku video

10、are down by 85 percent year over year. Despite this decline, 22 percent of brands are advertising on Youku this year, up 17 percent. Some brands, such as Cartier, are still finding success on Youku. The brand enlisted celebrity Lu Han to promote its Juste un Clou collection in a 45-second ad that re

11、ceived over 10 million views on Youku, more than twice the number of views of any other Index brand video. Source: L2 Digital IQ Index: Luxury China, May 2017. At the end of Cartiers Lu Han ad on Youku, users were given a QR code that led them to an interactive 360-degree mobile video showing behind

12、-the-scenes footage from the video shoot. 2017 OVERALL INDEX ADOPTION 65% 76% 69% 85% 95%95%95%96% 85% 52% 96%97% 1313 May 24, 2017 EXCERPT LUXURY CHINA 2017 INTRODUCTION RANKING SITE & E-COMMERCE DIGITAL MARKETING SOCIAL MEDIA MOBILE Source: L2 Digital IQ Index: Luxury China, May 2017. Ralph Lauren

13、s store locator allows users to select a specific label and is accessible via the mobile site header, but it does not pinpoint international locations. Rimowas mobile website is not fully translated into Chinese and does not always display optimally. Patek Philippe offers Chinese in its language sel

14、ection menu, but the translated mobile site is inaccessible. Mobile Site: The Second Screen Is First Sixty-six percent of digital purchases in China are made with a mobile device,5 and optimization for the second screen is key for Chinas mobile-first market. Almost all brands have realized this, whi

15、le Bulova, Kate Spade, and Patek Philippe are the only holdouts that still do not offer mobile-optimized Chinese sites. Brands remain at different levels in terms of mobile site performance and functionality. Sixty-four percent of both Fashion and Watches & Jewelry brands leverage responsive mobile

16、designs, automatically reconfiguring commerce and other site assets to mobile. Forty-four percent of Fashion brands and 40 percent of Watches & Jewelry brands now offer m-commerce, up 18 percent and 67 percent respectively. Versace, Ralph Lauren, and Rimowa optimized their brand sites in the last ye

17、ar, but Rimowas site still suffers from inconsistent translation and page formatting. 5. “How China Won The Race To Be A Mobile-First Commerce Nation,” Forbes, Michelle Evans, April 12, 2017. Luxury China: Mobile Site Adoption YoY Percentage of Brands April 2014, March 2016, and April 2017 2014 2016

18、 2017 2017 OVERALL INDEX ADOPTION2017 OVERALL INDEX ADOPTION 90%95% FASHION n=39 Brands WATCHES & JEWELRY n=34 Brands 56% 87% 97% 59% 100% 97% 1414 May 24, 2017 EXCERPT TABLE OF CONTENTS METHODOLOGY DIGITAL IQ RANKING 6 Company of Genius 8 Gifted 10 Average 12 Challenged 13 Feeble KEY FINDINGS 15 Bi

19、ggest Winners & Losers 16 Distribution 17 Enterprise SITE & E-COMMERCE 18 E-Commerce Continues to Rise 19 Diversifying Distribution 20 Global Luxury E-Tailers Dominate 21 Navigating Chinas Luxury E-Tailers 22 A Continuous Battle 23 Rising Visibility 24 Watches & Jewelry Gains Ground 25 SPOTLIGHT: Ta

20、g Heuers Tmall Launch 26 Site Functionality: Non-Commerce Features Stall 27 Omnichannel Remains Nascent 28 The Price Gap Persists 30 Catering to the Global Shopper DIGITAL MARKETING 31 Baidu Index 32 Organic Visibility Is Difficult 33 Paid Search Shifts 34 Baidu: A Gray Market Battleground 36 Missin

21、g on Mobile 37 Brand Safety Is Critical in China SOCIAL MEDIA 38 Weibo vs. WeChat 39 Video Investment Moves to Miaopai 40 Brands Shift to Livestreaming 41 Weibos Resurgence 43 The Celebrity Effect 44 SPOTLIGHT: Brands Feed Hunger for Young Fresh Meat 45 Woes for WeChat? 46 WeChat Sophistication Rema

22、ins Limited Among Brands 47 SPOTLIGHT: WeChat Commerce 48 WeChat Advertising 49 KOLs 15 18 50 52 59 5 31 38 6 MOBILE 50 Mobile Site: The Second Screen Is First 51 Abandoning Apps? FLASH OF GENIUS 52 See Now, Buy Now Fashion Shows: Burberry, Tommy Hilfiger 53 The Kris Wu Effect: Burberry, Bulgari 54

23、Must-Have Mobile Travel Accessories: Hugo Boss, Lacoste, MCM 55 H5 Enables Immersive Experiences 56 Amplifying Offline Events Online: Gucci, Piaget, Jimmy Choo, Louis Vuitton 57 A Community of Cross-Border Shoppers: Dealmoon 58 Cartier Delivers for Valentines Day: Cartier ABOUT L2 1515 May 24, 2017

24、EXCERPT ABOUT L2 Digital IQ Index Intelligence ModulesDeep Dive Amazon Intelligence L2 BENCHMARKS DIGITAL PERFORMANCE For brands looking to benchmark their digital strengths and weaknesses relative to sector peers. The L2 Digital IQ Index measures the digital competency of over 2,200 consumer brands

25、 across 1,250 data points in four dimensions: Exclusive to L2 members, Deep Dives are a comprehensive audit of a brands performance in the Digital IQ, uncovering brand- specific strengths, weaknesses, and opportunities to improve the impact of digital on your business. PRODUCTS For brands whose bott

26、om line is impacted by their performance on Amazon. Longitudinal, data-driven analysis of a brands performance coupled with tactical recommendations to improve ROI. Actionable insights help: boost product discoverability, benchmark the performance of priority ASINs, evaluate branded content, and cal

27、culate the impact of media and promotional levers on sales. For brands looking to develop the digital competence of their leadership. Modules blend sector insight, performance benchmarks, and identification of brand-specific opportunities on topics including Omnichannel Retail, Social Content & Stra

28、tegy, Localization, Mobile, Video, and Data & Targeting. UNDERSTAND OPPORTUNITIESTRACK & BENCHMARK COMPETITIVE BENCHMARKINGSCORE CARD & RECOMMENDATIONS OPTIMIZE RESULTS PRICING & ASSORTMENT OMNICHANNEL RETAIL MOBILE SOCIAL CONTENT & STRATEGY VIDEO LOCALIZATION DATA & TARGETING MEDIA LISTING CONTENT

29、Our members receive full access to our research and tickets to our executive education events. Promotional A Earned A B C Paid A B C 95 REPORTS PUBLISHED IN 2016 55 EVENTS GLOBALLY IN 2016 Brands scores are indexed and assigned into one of five categories: GENIUSGIFTEDAVERAGECHALLENGEDFEEBLE Mobile

30、Social Media Site & E-Commerce Digital Marketing brand site performance search and navigation product pages omnichannel and store locator advertising email marketing earned media search traffic Facebook Instagram Snapchat Weibo, WeChat, VK smartphone experience mobile search mobile advertising mobil

31、e apps v v CONTACT INFO: 740 Broadway, 4th Floor New York, NY 10003 L infoL L2 2017 L / Reproductions Prohibited This report is the property of L2, Inc. No copyrighted materials may be reproduced, redistributed, or transferred without prior consent from L2. L2 reports are available to L2 Members for internal business purposes. DIGITAL IQ INDEX