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Retail
Digital Marketing
How can Western outlets connect with the valuable Chinese market?
How can Western outlets connect with the valuable Chinese market?
Challenge
Elevating the outlets' brand image on Chinese social platforms to unlock engagement and conversion growth.
Outlet malls are one of the prime destinations for Chinese tourists, a dominant force in luxury market. Our goal was to deepen engagement with this vital segment, including both Chinese tourists and Chinese local community. The strategy focused on authentic KOL partnerships and localized content that highlighted exclusive promotions and the unique shopping experience during key sales periods like the Summer Sales and Golden Week.
Solution
Strengthening outlets presence through authentic KOL content.
Social Media Opening
To establish a direct communication channel with the Chinese audience, we developed a dedicated RED and Wechat Official Account for each outlet. This foundational strategy involved customizing the accounts with comprehensive brand stories and practical visitor information to serve as a reliable resource.
Community Building & Management
Our team created a continuous stream of targeted content, from showcasing the unique in-store experience and highlighting exclusive promotions to sharing shopping guides tailored for our target audience.
Collaboration with KOL
We supported outlets collaborating with Chinese, Italy-based KOLs who align with the target audience in Italy. These KOLs presented and promoted the outlets mainly on Rednote, ensuring direct engagement with their communities.
Outcome
Reinforced the outlets' positioning as a premier shopping destination for Chinese visitors.
Through eight strategic collaborations with the outlets, we activated 28 campaigns across major Chinese platforms. By leveraging KOL partnerships and targeted content during key sales periods, we successfully elevated the outlets' positioning as the premier shopping destination for Chinese tourists, driving meaningful engagement and cultivating a trusted brand image.
