《Salesforce & Totem：2023中國美容品牌趨勢洞察報告（英文版）（42頁）.pdf》由會員分享，可在線閱讀，更多相關《Salesforce & Totem：2023中國美容品牌趨勢洞察報告（英文版）（42頁）.pdf（42頁珍藏版）》請在三個皮匠報告上搜索。

1、CHINA TREND REPORTInsights for Beauty Brands-2023Executive LetterChinas digital-first environment has evolved quickly.Particularly in the last couple of years,we have seen brands implement much more comprehensive customer systems and processes,linking omni-channel resources.As the market has quickly

2、 matured(with increased competition),brands have sought to build better,more well-informed customer relationships.The pressures from Covid have provided space for brands to get themselves ready for the next round(s)of growth and expansion into the worlds largest digital retail market.Looking ahead t

3、o the end of 2023 and into 2024,brands will be scaling ecommerce and customer systems into lower tier cities and with new customer groups such as Gen Z and“Silver”customers.In its annual survey of brands in China,Totem has observed a clear shift over the past few years from efforts being concentrate

4、d around advertising and awareness growth,towards more customer-centric efforts.Customer service,retention and repeat purchase(loyalty)have become key priorities particularly in 2023.LAUREN HALLANANCHINA TRENDS REPORT|2FOR BEAUTY BRANDSDIRECTOR,CHINA CONSUMER STRATEGY,STRATEGIC PARTNERSHIPS AT SALES

5、FORCEContentsCHINA TRENDS REPORT|104China is leading the world in digital commerce06Key considerations for beauty brands in 2023091:Mastering social commerce132:Video,live-streaming&short video213:Graduating from private traffic to CRM314:RED as focus channel for beauty brands355:Omni-channel,re-bal

6、ancing to offline39Salesforce solutions in ChinaFive focus areas for 2023FOR BEAUTY BRANDSCHINA TRENDS REPORT|450Chinas share of global ecommerce retail%85Of Chinese use mobile paymentsThe incredible growth of mobile commerce in China is underpinned by 904 million users making mobile payments.%908So

7、cial commerce users in ChinaBetween 2019 and 2022,the number of social commerce users in China has grown by almost 30%.China is leading the world in digital commerceChinas largest mobile app,WeChat,counts over a billion users,meaning almost everyone has access to messaging,branded content and mobile

8、 payments.The US accounts for approximately 19%of Global GMV.Also,55%of all retail spending in China is online,making digital essential in the worlds largest ecommerce market.mSocial commerce is conducted via social platforms(eg.WeChat)and social/content activities(eg.Live-streaming),and is fueled b

9、y influencers.FOR BEAUTY BRANDSChinas media landscape is differentCHINA TRENDS REPORT|5Websites,email and search are coreDigital marketing is organized around direct marketing to a brands owned channels,namely websites.Platforms have dominatedLarge media groups(BATB)have dominated both ecommerce and

10、 media in general.China media is highly concentrated.All activities centered around mobileMessaging happens on WeChat,not email.Payments happen via Alipay and WePay,not by credit card.Short-video on Douyin.Legacy media still in the mixTV,print,desktop,credit cards all still play an important role in

11、 the media mix globally.Digital is only a part of a larger story.GLOBALCHINAEMAILMOBILE MESSAGINGWEBSITESMINI-PROGRAMSPRESS/PRINFLUENCERS(KOLS)PLATFORM ECOMMERCEDTC ECOMMERCESOCIALSEARCHMOBILEDESKTOPALIPAY/WECHAT PAYCREDIT CARDSLIVESTREAMINGTELEVISIONSOCIAL INFLUENCERSNICHE MEDIAvsDTC is STILL emerg

12、ing in ChinaWith brands using mini-programs and websites to connect more directly with customers and collect data.Deep,rich entertainment optionsAn array of TV,movies and other media serve interests globally.In China,shopping has been the best form of entertainment.(PRINT/BLOGS)(MCNS)FOR BEAUTY BRAN

13、DSCHINA TRENDS REPORT|6The beauty industry has been up and down in recent years,having to make swift adjustments during Covid.Within the overall category,different segments have seen even more extreme fluctuations.Color cosmetics suffered during Covid,while wellness-focused skincare grew.More recent

14、ly,fragrances and premium anti-aging sub-categories have been rising.So overall,2023 looks to be a rebound year for beauty.Local beauty brands continue to grow and are gaining ground on global players.Local brands rely on product development speed and wider social media presence to build share of vo

15、ice.As there appears to be a widening gap between luxury and value brands in beauty,global brands will need to invest in showcasing their brand reputation and product superiority.On top of this,the number of customer segments has exploded,bringing a new audience of into play,such as men,Gen Z and si

16、lver customer groups.Keeping up with the rapid adjustments in the industry,and its key customers,will require a nimble approach to customer research and CRM.Key considerations for beauty brands in 2023FOR BEAUTY BRANDSBeauty brands battle to build share of voice(SOV)Beauty brands are more fully inve

17、sted across channels than most other categories,with most brands maintaining robust official social channels,sales and loyalty-driven Mini-programs,influencer relationships and ad programs to support share of voice.While RED may be the most important channel for category players,Douyin is also now a

18、lmost fully utilized by top brands.Given the strong push by local brands over the past few years,global players need to be vigilant to maintain strong sentiment and share of voice in all key channels:RED,TikTok,Weibo and WeChat.Apart from the main channels,category-specific beauty apps also play a c

19、ritical role for brands who want to keep pace with leaders,such as beauty cam apps like Meitu,cosmetic enhancement apps like“So Young,”and health apps such as KEEP.CHINA TRENDS REPORT|7Global players need to stay vigilant to keep up with the strong push by local brands.DOUYINWEIBOWECHATRED%10093%100

20、%100MINI-PROGRAM%100BILIBILITMALL%87%27.CN%73Mini-programs;WeChat(100%),RED(23%),Douyin(83%)Digital footprint of the top 30 beauty brands in ChinaPercentage of top 30 beauty brands with presence on each platformMini-programs(primarily on WeChat)are the driving initiative in a growing DTC movementIn

21、2022:There were 7.5 million Mini-programs across all channels.4.5 million on WeChat.Owned.CN websites in China are growing in usageBut,as ecommerce in China becomes more fragmented(less dominated by Tmall),there will be greater opportunities for.CN strategies.Brand owned sites are still marginal whe

22、n compared with platform ecommerce in China.Ecommerce,live-stream and content co-created with influencers as priority In 2022:Douyin reported 700million DAU.Its ecommerce GMV increase 76%FOR BEAUTY BRANDSFIVE FOCUS AREAS2023FORMASTERING SOCIAL COMMERCEFOCUS AREA ONE1CHINA TRENDS REPORT|10Chinas digi

23、tal ecosystem is built around the concept of social commerce brands using social media channels as e-commerce platforms for products and services.Most of the attention has been grabbed by a few major players,who have created Super Apps,where the lines between social and ecommerce have been removed.E

24、very app has the goal of getting social attention and turning it into ecommerce activity.What keeps the followers coming back?Influencers,live-streaming,sharing and online payments keep people actively engaged on a daily basis.Chinas“Super Apps”blend social media and ecommerce action.1.Social commer

25、ce defines Chinas digital ethosFOR BEAUTY BRANDSFOR BEAUTY BRANDSCHINA TRENDS REPORT|11InfluencersLive CommerceMobile PaymentsOmni-ChannelMobile ChatGamified CommerceGroup PurchasingShoppable VideoSocial CRMShort VideoGiven the challenges endured over the past few years,beauty brands in 2023 have ze

26、roed in on tactics that support rapid customer feedback and sales performance.Private traffic,coupled with CRM,service and sales incentives are important to getting back up to speed.Leading investment priorities for beauty brands in 2023 are:BEAUTY INSIGHTSPRIVATE TRAFFIC#1INFLUENCERS#2SHORT VIDEO#3

27、#1-Social Commerce#2-Short Video#3-Livestream Video#4-Influencers#5-Private Trafficvs.Rankings for brands across all categoriesSocial commerce characteristicsChinas social commerce landscape is defined by the combination of mobile,social and video features.In this context,shopping is a fully-feature

28、d game for consumers,enhanced by livestream video,influencers,chat and incentives like gamified commerce.Brands use influencers and KOCs(key opinion consumers)to rally customer attention and excitement to shopping moments such as festivals and group purchase events.These big moments are supported by

29、 incentives that build a sense of urgency.CHINA TRENDS REPORT|12Social commerce is the digital centre of gravityOver the last few years its become increasingly clear that all digital roads lead towards social commerce.In addition to the huge draw of entertainment in the form of influencer livestream

30、ing and content sharing,social commerce is also a good fit for Chinas typically low-trust consumers.Compared to a typical US consumer that engages with 3-4 touchpoints before buying,in China that number is more like 15-20.This makes social commerce an important stage for brands to show as much proof

31、 as possible to unsure consumers,to help drive validation and confidence in the same space where they can make a transaction.Super Apps use social to build confidence and buzz before buying.Source:1,0002,0003,0004,0002505007501,0002016201720182019202020212022Millions of UsersSpend/Customer(RMB)3,896

32、3,6032,9482,8891,9231,445869087957807136084734183,8963,6032,9482,8891,9231,44586Social commerce users&spend(2016-2021)Social commerce has seen huge growth in user base and spendingFOR BEAUTY BRANDSVIDEO,LIVE-STREAMING&SHORT VIDEOFOCUS AREA TWO2CHINA TRENDS REPORT|14Video has become the key currency

33、for brand marketers in China.Video-first social channels have surged in popularity over the past several years,often stealing away attention from legacy platforms like WeChat and Weibo.Two formats and several related platforms have moved into the spotlight over the past few years:Live-streaming:Douy

34、in,Kuaishou and Tmall Live Short-Video:Douyin and Kuaishou,together with short-video features on other platforms such as WeChat In response to this,many brands are setting up studios and production teams of their own to deliver video marketing at scale and quality.Other brands are working with influ

35、encers to co-create video.Video has the power to create emotional bonds and lasting memories of the brands that produce them.2.Video,live-streaming and short video FOR BEAUTY BRANDSCHINA TRENDS REPORT|15Brands will need to build capacity for video creationThe success of live-streaming sales has been

36、 a catalyst for the wider expansion of video.While live-streaming may be the favored video format for now,there are opportunities for brands to succeed with a range of video formats.In this environment,brands must give due consideration to how to innovate-iterate with new ideas.The spotlight is curr

37、ently shining brightly on live-streaming,but we may see the pendulum swing back in favor of higher quality scripted productions.Latching onto the latest trends like live-streaming can be useful,but developing and refining a distinct winning formula or format is more important.Brands setting up owned

38、 video production studios in ChinaWhere there is a studio(and a business decision)to support content creation,it is possible to foster a range of other formats:podcasts,interview shows,mini-concerts,fashion shows,tutorials.Having video production resources,editors and storytellers on-site,allows bra

39、nds to rapidly create and respond in real-time to trends/news.Management,marketing and sales staff regularly appear in brand created videos.FOR BEAUTY BRANDSCHINA TRENDS REPORT|16Video channels and types Successful brands utilize an array of formats and channels designed around specific brand goals.

40、Brands should not,however,be trying to check all the boxes.From this array of options,brands should be looking to identify areas where they can create a winning formula that suits the nature and resources of their brand.Long-FormViral VideosShort VideosLive-streamDocumentarySerial VideoContent Lifes

41、panBILIBILIKUAISHOUDOUYINWECHATTMALL LIVEIQIYIEVERGREENEPHEMERALBiliBili has to be highlighted as a unique video platform,powerfully equipped to build engagement with Gen Z.The“Channels”function on WeChat can be used to build a following for serial(regular)branded short videos.Weibo and RED serve as

42、 ideal platforms for kickstarting viral video momentum.Douyin and Kuaishou are the quintessential video apps for China.They dominate the short video format,while also being leaders in livestream.Tmall Live has been the dominant channel for live-stream selling.Together with Tencent Video,iQIYI is the

43、 key long-form video channel in China,akin to YouTube globally.Evergreen,longer-form and scripted videos from brands can have a lasting impact on brand equity.Chinese New Year has become a prime window for branded,long-form videos.The number of brands producing movie-quality videos has been expandin

44、g rapidly.“Live”video is about raising the stakes and building a sense of occasion,urgency and shared purpose.In addition to creating a sense of urgency and purpose(for sales and action),live-stream video can and does have the power to really create a shared sense of connection and belonging.WEIBORE

45、DFOR BEAUTY BRANDSCHINA TRENDS REPORT|17FOR BEAUTY BRANDSBeauty brands are still very interested in selling through live-streaming with KOLs,while also trying to fulfill a full range of goals.BEAUTY INSIGHTSKOL SalesAwarenessServiceBranding71.4%42.9%57.1%64.3%68%43%54%60%AverageBeautyHow do you plan

46、 to adjust livestream priorities in 2023?Live-streaming has been an important part of Chinas marketing playbook for a number of years now and continues to build momentum in 2023.Brand sponsored live-stream sales with KOLs are potent events.Cooperating with KOLs,brands aim to capture audience attenti

47、on and ultimately create a sense of urgency and FOMO to convert attention-to-action.These live-stream branded KOL events serve as peak moments of attention for brands unique occasions to highlight hero products.Looking ahead,the goal for brands is to convert these peak moments into more consistent a

48、udience engagement.As a result,the application of live-streaming has been growing beyond selling to include branding,awareness and customer service.By leveraging the pull of KOLs to rally large crowds and draw fans to a shopping and entertainment event,live-streaming epitomizes social commerce in Ch

49、ina.Live-streaming has become foundationalCHINA TRENDS REPORT|18The value of live-stream selling is notableLivestream selling accounts for almost 20%of all retail GMV in China.While the rate of growth is slowing,brands should take note of this tool and plan for opportunities to spark excitement with

50、 customers via live video.For beauty brands,the opportunities associated with live-stream selling are less about discounting and liquidating products,and more about creating hero product status for signature product lines.China live-stream ecommerce market size(Billions RMB)Live-stream GMV has been

51、steadily and significantly rising DOUYINKUAISHOUTMALL LIVE34%29%37%2022 SHARE OF LIVE-STREAM REVENUE BY CHANNEL(GMV)Source:Totem ResearchGMV SPLIT(%)OF TOP THREE LIVE-STREAM CHANNELSSource:eMarketer14028042056070020192020202120222023(e)Live-stream GMV%of Total Retail GMV19.4%16.5%11.7%7.5%3.5%623.34

52、79.5299.7161.962.319.4%16.5%11.7%7.5%3.5%FOR BEAUTY BRANDSCHINA TRENDS REPORT|19Theres more to live-stream than just sellingLive-streaming is all about creating a sense of occasion and sharing a fleeting moment together with customers.By going live and getting personal,brands are able to raise the v

53、alue of audience interactions.As this format matures,it is likely that brands will design experiences for customers based on hyper-personalized insights,for a blend of service,storytelling and sales.In this context brands are virtualizing,and often improving on,the level and quality of engagement cu

54、stomers are receiving from sales reps.Live-streaming evolving to serve multiple brand goalsFrom sales to branding and customer serviceSERVICEBRANDINGAWARENESSKOL SALES16%26%19%39%Source:Totem Media 2023 China Brands Survey n=72WHAT ARE BRANDS USING LIVE-STREAMING FOR(IN 2022)Live-stream selling with

55、 KOLs is still the most important aim.Brand storytelling and live broadcasts of brand events are driving considerable reach and value.Customer service and support are developing into always-on activities,useful in driving repeat purchase and loyalty.FOR BEAUTY BRANDSLive-stream channels vs marketing

56、 goalsCHINA TRENDS REPORT|20HIGH EQUITYCONVERTLOW EQUITY(Rent Audience)(Retain Audience)SALESGROWTHBRANDService staff and bosses are taking to owned live-stream channels to talk about products,and provide services.With its CRM slant,WeChat could be primed for service streams.Tmall Live,Douyin and Ku

57、aishou hold the lions share of GMV for livestream sales.BiliBili,WeChat and RED also hold some promise in this space.Brands looking to build equity are doing so with their own channels and hosts,while guest KOLs increase viewership.RED may emerge as a priority channel for brand storytelling.Douyin l

58、eads in terms of current viewer momentum.But for boosting brand awareness,companies should prioritize the KOL first,and the channel second.Institutionalized broadcasts by brands,such as customer service and product demos,elevate consideration and reinforce trust.Third Party KOLs and media can kickst

59、art awareness,interest in a brand,product,or widen appeal to new segments.KOL live-stream sales spark the link between attention-action,to generate quick sales and ideally establish“hero products.”DOUYINREDWECHATBrand storytelling,entertainment,and interest-based content create meaningful,lasting en

60、gagement with audiences.TMALL LIVEREACHBRAND STORYKOL SALESSERVICEFOR BEAUTY BRANDSBeauty brands highest priorities are with brand and KOL sales.GRADUATING FROM PRIVATE TRAFFIC TO CRMFOCUS AREA THREE3CHINA TRENDS REPORT|22Private traffic tactics,focused on direct sales activities with followers,have

61、 become a key part of the marketing playbook in China.After decades of brands prioritizing new customer gains,recently there has been a shift to improving customer LTV,loyalty and repeat purchase.Private traffic has been the most notable activity in support of improved customer LTV,retention and ser

62、vice.While these private traffic tactics have been productive,brands must now graduate to more comprehensive CRM strategies.Progressive brands are now developing a 360 view of their customers,using detailed insights from across their entire organization,as well as and from third parties such as agen

63、cies and distributors.The CRM platform should be seen as a tool for breaking down silos within the brand organization to bring everyones focus to what matters most:the customer.Private traffic is a first step in developing more complete CRM solutions,not the final goal.3.Graduating from private traf

64、fic to CRMFOR BEAUTY BRANDSPUBLIC TRAFFICPRIVATE TRAFFICData captured via brand CRM systems.These customer contacts can be re-engaged via accounts on digital platforms with the goal of driving returning and new customers to purchase.KUAISHOUBILIBILIDOUYINTMALLWEIBOREDWECHATPaid media,influencers and

65、 other actions to connect with new audiences.CHINA TRENDS REPORT|23MINI-PROGRAMOFFLINE SHOPSWhen it comes to private traffic,beauty brands planned for larger than average investment increases in 2023.Private traffic activities are being deployed across a range of channels.Key channels include WeChat

66、,RED and Douyin.BEAUTY INSIGHTSFOR BEAUTY BRANDSPrivate traffic:a first step towards CRM in ChinaThe defining features of private traffic are the active management of discussion groups with VIPs,seeding of products with KOCs,together with user-get-user and repeat purchase incentives.Private traffic

67、tactics are a stepping stone for brands moving towards building more comprehensive CRM strategies.CHINA TRENDS REPORT|24FOR BEAUTY BRANDSBeauty brands are trending above average on plans for private traffic.Private traffic coupled with CRM and customer insights have been useful in tracking rapid cha

68、nges,with price sensitivity,product preference and competitors.BEAUTY INSIGHTSLarge decreaseSmall decreaseNo changeSmall increaseLarge increase35.7%35.7%21.4%7.1%0%17%34%28%6%15%AverageBeautyHow do you plan on adjusting investments into private traffic for 2023?Public traffic on large platforms has

69、reached a point where this kind of paid media is often too expensive,even for large brands.In this over-inflated setting,brands in China have ramped up private traffic and CRM efforts over the past few years.On top of this,consumers have also become much more selective and cautious as the economy ha

70、s tightened up.Its not hard to see why brands are making greater efforts to build deeper connections with loyal,high-value customers.While most brands already have basic CRM solutions in place,now is the time for marketing teams to really dig into making them work well,with improved data collection

71、and keener customer insights.CRM,private traffic and goals related to improving customer systems and service are top priorities in 2023.Brands look to improve CAC/LTV metrics with improved CRMThe CRM environment for beauty brands in ChinaCHINA TRENDS REPORT|25AverageBeauty50%43.9%CRM Systems“Does yo

72、ur company have a CRM system that allows you to collect data from multiple channels?”AverageBeauty50%14.6%RED is connected to CRM“Is your brand RED account measured by a CRM system or reporting tool?”3.84.5Athleisure:Average number of brand personasLuxury:Average number of brand personasThe use of s

73、ophisticated CRM solutions in China lags far behind markets such as the US and Europe.Until recently,brands in China prioritized new acquisition over consolidating customer relationships,leaving CRM under-developed,fragmented and often ineffective.Totems 2023 survey of brands reveals that this is ch

74、anging quickly,and that CRM now counts as a key priority as brands grapple with higher CAC and increasingly restrictive data policies.Source:Totem-Nov 2022(Average/Total Brands)n=82 /(Beauty Brands)n=14While many brands have some form of CRM,very few of these solutions are comprehensive or well-used

75、.Its still early days with CRM in China!FOR BEAUTY BRANDS2.3PERSONAS (BEAUTY BRANDS)The average number of personas managed by beauty brands within their approach to CRM in China.Comprehensive CRM StructureSTOREFRONTS&CUSTOMER FACING CHANNELSPAYMENTSBILIBILIMINI-PROGRAM.CNDOUYINTMALLWEIBOWECHATREDOFF

76、LINE SHOPSALIPAYWECHAT PAY.CN WEBSITESWECHAT ACCOUNTSMINI-PROGRAMSOTHER STOREFRONTS/SITESOMNI-CHANNEL PAYMENTS-POSUNIFIED PROFILEORDERSCOUPONSCARTSMESSAGESSEARCH HISTORYCONTENTAPIsHOSTING(CRM/DATA)-EG.ALIBABA CLOUDAPIsINTEGRATIONS (SYSTEMS OF RECORD)ERP/SUPPLYCHAINOMSPIM/DAMGLOBAL CRMSMSCHINA TRENDS

77、 REPORT|26A full-stack CRM structure includes connections with and data from a wide array of customer touchpoints.All of these data end-points should funnel through to unified profiles,where individual customer records are maintained.Breaking down walled gardens with CRM.FOR BEAUTY BRANDSWith high l

78、evels of concentration(BATB)and related walled gardens in China,tracking customer journeys can be difficult.As these walled gardens slowly erode,brands should be looking several steps ahead.They need to build connections that will allow them to follow customer journeys from social channels like WeCh

79、at to points-of-sale on Tmall,and everywhere in between.CHINA TRENDS REPORT|27BIND WITH USERTmallWebsitesOffline POSWeChatSocial SitesNEW USER CHATENGAGEMENTCHAT(SALE ENQUIRY)TRANSACTIONLOYALTY PROGRAMAFTER-SALES SERVICEREPEAT PURCHASEBasic,Universal IDCustomer Data Registration1.Collect activity,in

80、terest and demographic data(added to CRM as“tags”)to build personas 2.Cross-channel identity matching via CRM system(and universal personal data(eg.Mobile Number)1.Add transaction and product preference insights to profiles 2.Use complete profile(IDs and tags)to infer details about less complete pro

81、files 3.Identify loyal customers for rewards(and to serve as KOCs)Brand advertising to spark awareness and consideration with live-streaming,KOL/KOC campaigns.User journey channel mappingViews,Comments,Likes,SharesCustomer Service,Support,IncentivesBrands can and should map out customer journeys and

82、 develop specific strategies for where and how to initiate a new connections,nurture customers toward sales,and maintain loyalty post-purchase.The best strategies also leverage strong customer connections towards user-get-user and private traffic results,where existing customers(KOCs)amplify results

83、 with each successive activation.And,user-get-user activationsFOR BEAUTY BRANDSCHINA TRENDS REPORT|28CRMCRM.CN Mobile Phone IP Address CRM ID(Salesforce ID)Name Email AddressOFFLINE SHOPS Mobile Phone Brand ID(Salesforce ID)Name Email AddressTMALL Mobile Phone Tmall ID(JD ID)AddressDOUYINRED Mobile

84、Phone Avatar Image(&URL)City&Province Language NicknameMINI-PROGRAMWECHAT Mobile Phone Open ID(Union ID)Name Nickname Profile Image(Avatar)Address(Province)CONTACT DATAACTIVITY&DEMOGRAPHICS Source Status Tags Source Status Tags Transaction Data Customer Type/Tier Subscription Status NPS Score Source

85、 Gender Subscriber Status/Time Tags Transaction Data Gender Status Tags Source Mobile Phone Name City Address Transaction DataWEBSITE DATAOMNI-CHANNEL POS(CRM)MARKETPLACE DATAOTHER STOREFRONTS-DOUYINWECHAT ACCOUNTS&MINI-PROGRAMSUser data points per channelContact data consolidated from multiple chan

86、nels,with CRM systems,is cross-referenced to build omni-channel customer identities.This is achieved with interest and demographic details built out over time via tagging of user activities like article engagement,transactions,chat and Q&A.The data needed to create a unified profile in China is cent

87、ered around mobile phone number and WeChat ID,unlike the US/EU which typically center on email.Please note:these data points can/do change regularly.Data rules in China are rapidly evolving,with standards for consent and privacy having increased significantly in recent years (eg.PIPL data regulation

88、s).In general,easier than marketplace,user data can be collected upon users explicit consent In general,very rigid and restricted on user data collection process,but can be done if:(1)data storage never leaves Taobao 聚塔;and(2)data collection done on a per-request basis.Only buyers who complete a pur

89、chase from your shop on Tmall.OTHER STOREFRONTS-REDOnly buyers who complete a purchase from your shop on RED.FOR BEAUTY BRANDSCHINA TRENDS REPORT|29Developing clear,useful insights about customers sits at the heart of CRM.After the challenging work of connecting to customer digital channels and coll

90、ecting data points has been completed,brands must endeavor to build clear insights about customer personas and group them into cohorts.The development of these personas and cohorts provides brands with the information they need to better serve customers with relevant messaging and experiences,as wel

91、l as more finely tuned product recommendations.Given the changes experienced in recent years,it is essential for brands to augment current CRM data with surveys and third-party data.Updated customer insights are more important than ever.Development of personas and customer cohorts helps drive gains

92、with LTV and acquisition alikeFOR BEAUTY BRANDSBuilding personas,modeling cohortsCRM data used to build customer personas should be brought together with other data sets in order to model out cohorts and interest segments.In the example below,interest-based CRM data is mapped out.In this sample,a lu

93、xury brand could look to create a healthy+global inspired dining experience for customers.CHINA TRENDS REPORT|30TAGSCONTENTBRAND x PRODUCTSINTERESTSOTHER PRODUCTS/BRANDSPERSONADescription about who the segment/persona is and how they relate to our brand.BASIC SEGMENTATIONBased on existing customer d

94、ata,interviews,purchase info.1TAGS TO REFINEExtracted from customer interactions on key channels(WeChat,Tmall).2ENHANCED,EXPANDEDCorrelating keywords to Weibo and Baidu to enhance image of customer.3LocationGenderSupported by customer surveys,interviews,and 3rd party data.FOR BEAUTY BRANDSLUXURYTRAV

95、ELFASHIONFINE DININGWELLNESSRED AS FOCUS CHANNEL FOR BEAUTY BRANDSFOCUS AREA FOUR4CHINA TRENDS REPORT|32While there are other important channels beauty brands are invested across,RED remains the channel of choice.RED has been grown quickly over the past few years and maintains a majority female audi

96、ence,and high number of monthly active users.Where RED is considered most valuable is for its ability to drive discovery and build brand awareness.Its a key hub for new traffic and qualified consumer attention.RED remains the dominant channel for beauty brands,where they can be discovered and build

97、relationships with a mostly female and highly active audience.4.RED is the place to be for beauty brandsWhile beauty brands are invested across all channels,RED stands out as the most important channel in the mix.Beauty brands that can drive large share of voice(SOV)on RED can drive growth across th

98、e wide array of channels.BEAUTY INSIGHTSREDWeChatTmallDouyin71.4%78.6%92.9%100%61%84%88%63%AverageBeautyThe channel will play a key role for my brand(3 years from now):FOR BEAUTY BRANDSCHINA TRENDS REPORT|33Brand Official AccountBrand Mini-Program(Storefront)Brand Livestream ChannelRED is a testing

99、ground for new productsBeauty,and to a lesser degree fashion,have always been the strongest categories inside of RED.RED offers a social testing ground for people to seek out and find,rate or review products.It is from here that brands get the social traction and credibility to increase sales.Strong

100、 reviews and ratings on RED improve brand consideration and reduce buyer hesitation.While brands can sell directly from RED,this channel plays an important role in stimulating overall customer satisfaction.A stamp of approval from buyers on RED goes a long way to supporting success across all other

101、channels.FOR BEAUTY BRANDSREDNotesProductsBrandLogoCollectionPost DescriptionLBrand Name323Post DescriptionLBrand Name323Post DescriptionPost DescriptionLBrand Name323Post DescriptionLBrand Name323RecommendProductNew ProductsClassificationProduct CategoryProduct Name34,000Product descriptionProduct

102、Name34,000Product descriptionProduct Name34,000Product descriptionProduct Name34,000Product descriptionLogoLeave a comment Brand NameFollowCHINA TRENDS REPORT|34Brand official accounts,while important as information hubs,are overshadowed by content goals(KOL,KOC,UGC)on RED.Brands should be aiming to

103、 drive Share-of-Voice(SOV)search(SEO),and review/reputation results on RED.This supports sales on RED and other platforms.Brands use RED Mini-programs to sell direct to customers in-app and capture CRM data/info.Content from RED has become useful for customers looking to validate potential purchases

104、.RED is a search and discovery hotspotRED jumpstarts discovery/acquisition cycle,leveraging social proof to support new customer acquisition.DRIVE SEARCH(DISCOVERY)AND DIRECT SALES ON RED AND ONTO OTHER PLATFORMSSELL ON MINI-PROGRAMCROSS-CHANNEL TRAFFICSeeding products to KOL/KOCs drives attention,t

105、raffic to official accounts and Mini-programs.KOL/KOCs also sell on behalf of brands.KOLS DRIVE SALES TO MINI-PROGRAMPaid display ads targeting specific user segments.Reviews,ratings and product trial content on RED acts as a critical reference for purchases across other channels.AUDIENCE SEARCHKOLs

106、 apply keywords/tags to posts in support of overall SEO.KOL/KOCS HELP DRIVE BRAND SHARE OF VOICE.KOLs(and KOCs)also sell products on behalf of brands.Share of voice on RED makes an impactBrands succeeding on RED are using a mix of owned content and KOL/KOC-created reviews,together with UGC,as a way

107、of increasing share-of-voice.The best results for brands come from well organized product-relevant keywords,and lots of positive content.Flooding RED with positive information about your products can create a broader halo for sales growth across all channels.While RED is most useful for cultivating

108、positive reviews and brand advocates(which have broad impact),its also become useful for direct sales(through RED Mini-programs),and for driving traffic to third-party ecommerce sites like Tmall.Beauty is by far the most productive category on RED.This predominantly female platform is also important

109、 for fashion and luxury,for women in particular.FOR BEAUTY BRANDSEcommerce outcomeOmni-channel outcomeAudience cultivation(SOV)OMNI-CHANNEL,RE-BALANCING TO OFFLINE FOCUS AREA FIVE5CHINA TRENDS REPORT|36As Chinas reopening shifts into high gear,brands should be looking to revitalize offline activitie

110、s and re-examine how truly omni-channel capable they are.Offline is ripe for affordable investment.This is due to out-of-home being down more than 30%in 2022 and the property market being cheaper,with vacancy levels at all-time highs in key cities.The opportunity is there for brands to create memora

111、ble experiences offline,in support of brand and customer acquisition.In the next phase of China growth,experience will be everything!Offline activations,supported by the savvy use of customer data and insights,will allow brands to create highly targeted,audience-specific experiences.These offline ev

112、ents put brands in a good position to add new customers and further improve loyalty with existing patrons.With 80-90%of budgets allocated to digital(vs only 67%of user time),digital is over-inflated.5.Omni-channel,re-balancing to offlineFOR BEAUTY BRANDSCHINA TRENDS REPORT|37China is over-invested i

113、n digital advertisingWhile 63%of user time is digital,advertisers in China spend over 90%of budgets on digital media.Advertising in China reflects the accelerated way the media environment came together,where traditional media was surpassed by digital before it had a chance to mature.This has led to

114、 a situation where advertising in China is digital advertising.Theres no ad planning that isnt built around digital.In 2023,the gap between digital and traditional has never been wider.The opportunity for brands in 2023 lies with traditional channels,particularly OOH,where attention is under-priced.

115、Offline efforts must expand to catch up with online investments,as brands are heavily over-balanced on digital initiatives.Being fully omni-channel,with comprehensive CRM,should be the goal of brands in China.Ad daily time spent in China(traditional vs digital media)Traditional and offline media nee

116、d to play catch-up in 20232023 fPrintRadioTVOOHDigitalGROUPM PROJECTION FOR AD SPEND BY MEDIA1234567201820192020202120224:354:143:543:36HOURS:MINS2:372:402:442:5067.4%32.5%4:502:20Source:eMarketer,Group M(2022)90.5%FOR BEAUTY BRANDSCHINA TRENDS REPORT|38Way back in 2019 prior to Covid,more than 150

117、million travelers ventured abroad,spending$255 billion.It is expected that travel will go from 5%of this volume up to 50%in the summer of 2023.Busy airports and travel hotspots should prove to be incredibly powerful channels for sales and brand impact into the second half of 2023.While sales will be

118、 important,the opportunity to create renewed brand impact may prove to be more important.Brands that nail their timing and messaging will be able to form important new(and renewed)bonds.These bonds have the potential to reverberate globally back to China.With travel ramping back up,CRM operations wi

119、ll serve as a critical tool for connecting China audiences to global sales.Chinese travelers are also returningFOR BEAUTY BRANDSSALESFORCE SOLUTIONS IN CHINACommerce and Marketing Solutions for ChinaTailored for China-specific consumer channels,Salesforce Social Commerce and Social Messaging enable

120、you to seamlessly integrate your Chinese customers marketing and commerce interactions all on one platform.Create a single view of your customers across social purchases and behavior to deliver cohesive,personalized experiences,increase engagement,and ultimately drive more revenue.CHINA TRENDS REPOR

121、T|40FOR BEAUTY BRANDSSalesforce China Digital ExperiencesFollow Salesforce on WeChat for the latest news and insights about CRM in C This ReportCHINA TRENDS REPORT|41FOR BEAUTY BRANDSChina Trend Report for 2023This is a joint report by Salesforce and Totem Media.About the researchThis series of repo

122、rts features research from Totem.At the end of 2022,Totem surveyed marketing leaders from a group of 82 brands on their advertising plans for 2023.This group of brands represents a cross-section(of mostly global)brands,ranging from very large to medium sized-most of which have more than 10 years exp

123、erience in China.Luxury Category:n=13 Brands Beauty:n=14 Brands Athleisure:n=9 Brands About TotemTotem is a brand strategy and digital consultancy,focused on helping brands succeed in China.Totem works with its clients to address critical brand growth challenges including;digital capabilities/innova

124、tion,social CRM,audience/segment research and mapping,brand strategy,category design and data insights and analysis.Totem publishes a range of reports on China marketing found at: information provided in this report is strictly for the convenience of our customers and is for general informational pu

125、rposes only.Publication by does not constitute an endorsement.S does not warrant the accuracy or completeness of any information,text,graphics,links,or other items contained within this guide.S does not guarantee you will achieve any specific results if you follow any advice in the report.It may be advisable for you to consult with a professional such as a lawyer,accountant,architect,business advisor,or professional engineer to get specific advice that applies to your specific situation.Copyright 2023,S,Inc.All rights reserved.