Resonance has just released the Coach China Social Branding Report. This installment will provide an in-depth look at Coach’s digital and social channels including Weibo, WeChat, Douban, Youku, and Baidu, as well as emerging mobile platforms such as Tuding and Bomoda.
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The report reviews Coach’s owned ecommerce platfrom and covers the brand’s extensive use of digital influencers and key opinion leaders to reach target audiences in China. Subscribe to download the full 54 page report.
Below are a few highlights from the report:
Benchmarking Coach in China
Coach puts the focus on audience size over quality.
Coach holds a significant lead over Michael Kors, Kate Spade, and Marc Jacobs in terms of total numbers of followers on Sina Weibo by almost a factor of five. But a closer look at Coach’s quality of audience in terms of verified and active followers reveals a much weaker position as the brand has built its following through retweet contests and product giveaways that tend to attract less relevant and more opportunistic users.
Coach Digital Ecosystem
Coach has a presence on all of China’s major social platforms.
Coach has developed an extensive brand ecosystem across China’s most popular social media channels as well as on emerging mobile and niche networks. Across all of their channels, the brand posts content that keeps consumers current on new products while using frequent promotions to drive consumers to purchase online and at retail. Coach also partners with emerging platforms such as Tuding and Bomoda to connect with China’s fashion influencers and take advantage of first-mover partnership opportunities.
Online-to-Offline With WeChat
Coach posts WeChat messages to drive followers to retail stores.
Like many retail brands, Coach leverages WeChat’s unique smartphone functionality to drive followers to brand stores and special events. With tactics ranging from gift-with-purchase promotions that can only be unlocked by scanning special in-store QR codes, to promoting unique store events through regional targeting, Coach uses WeChat to drive consumers to connect with purchase opportunities near them.
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Uncommonly Deep Digital Case Studies.
Subscribe to the China Social Branding Report and discover how top global brands play and win on Chinese digital & social media. See how each major platform is used, the strategies and execution of top digital campaigns, all with expert online consulting support.
Coach China Social Branding Report
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