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Resonance has just released the Burberry China Social Branding Report. This issue reviews the brand’s digital and social ecosystem in China, how it uses ecommerce on its own brand platform and Tmall, its postings across Weibo, WeChat, Douban and Youku as well as the key opinion leaders it partners with to amplify brand messages across China social media.
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Below are a few highlights from the report:
Benchmarking Burberry in China
Burberry: a focus on quality versus quantity.
When compared against Louis Vuitton, Chanel and Dior, Burberry is doing slightly below average in terms of total followers. However, in sharp contrast to some of its competitors, Burberry’s strength lies in its quality of followers. Where Burberry shines is in quantity of verified followers – this means there are a lot of key opinion leaders following the brand, which helps to organically extend its influence across social media.
Burberry Digital Ecosystem
Burberry’s digital ecosystem balances brand heritage with product education.
Burberry has built a mature and integrated digital ecosystem, with communication spread across China’s most popular social media channels driving traffic to brand e-commerce platforms. Burberry also creates immersive experiences on the website through live streaming to allow visitors to participate in seasonal fashion shows and learn about new collections. WeChat is quickly becoming a strategic focus with the brand experimenting with mobile interactions and creating unique content to connect with followers on the platform.
Burberry Tmall Luxury Flagship Store
Luxury Ecommerce Pioneer
Burberry is one of the first global luxury brands to open an official flagship store on Alibaba’s Tmall. The brand places an emphasis on product browsing and adopts many of the best practices that Chinese consumers expect from official Tmall stores. At the same time, Burberry has also taken measures to use their Tmall flagship as a tool to educate first-time shoppers on brand values and customer service.
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Burberry China Social Branding Report.
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