JINGdigital’s Kai Hong gives insights into WeChat users’ engagement with luxury brands online and highlights how brands can design successful social CRM strategies.
EVENTS
[Video] LS Keynote 2019: Social CRM Approaches To WeChat Acquisition And Engagement
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Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.
PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.
In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”
The Fondation Cartier pour l’Art Contemparain building in Paris
JINGdigital’s Kai Hong gives insights into WeChat users’ engagement with luxury brands online and highlights how brands can design successful social CRM strategies.
WeChat is at the heart of omnichannel retail, and brands need to understand how to better navigate the platform to further engage users, and grow their communities.
While heritage brands have widely adopted WeChat and the platforms’ retail and marketing capabilities, they still struggle to engage their followers and drive conversions, as studies show that about 54% of luxury brands’ followers are inactive, with only 8.23% of their communities interacting with them on a monthly basis.
The challenge for brands is now to develop more sophisticated user journeys and CRM strategies. In his presentation, Chairman and Co-Founder of JINGdigital Kai Hong shares insights on WeChat user behaviours and highlights the key factors of successful social CRM strategies.
From analyzing data on user interaction, to follower acquisition and case studies of welcome journeys, Kai Hong identifies users’ engagement values and explains how brands can respond to users’ expectations in a way that generates more intention, and more leads.
Watch the video for his full presentation. A PDF version of what he shared is also available for download at the link below.
[LS Keynote 2019] Social CRM Approaches To WeChat Acquisition And Engagement
Contributor
Annick-Ange is a French graduate from ESSCA Ecole de Management. After having lived and studied across Europe and Africa, she moved to Shanghai to study China-Europe International Business, as well as Digital Marketing. Her global perspective and her experience in luxury retail allow her to cover topics related to market trends and consumer behavior.
