SHANGHAI, March 17, 2016 – Labbrand partnered with social media intelligence company Linkfluence to host a breakfast seminar themed “Making the Most Out of Chinese Social Media” in Paris. The three speakers, Nicolas Farman, General Manager of Labbrand France, Amy Loa, Labbrand’s Digital Strategy Manager and Guilhem Fouetillou, Chief Evangelist Officer at Linkfluence, shared their insights about how foreign brands can harness the potential of Chinese social media.
Throughout their presentation, speakers strongly underlined the importance of localization: every Western brand entering China needs to adapt its strategy and positioning, regardless of its size, heritage or reputation. The Chinese market is indeed young and culturally unique, both in terms of social media penetration rate, platform choices and customer habits.
Linkfluence and Labbrand identified three key characteristics of the Chinese digital world:
Amy Loa also provided real-life examples of brands who failed to effectively leverage Chinese social media and discussed about best branding practices for establishing a strong and consistent presence on both WeChat and Weibo.
The first step for any international brand expanding its business in China is to understand the subtleties of China’s web landscape: Twitter and Facebook do not have equivalents here, where the most popular social media platforms offer a wider range of functionalities and a different type of interaction with their users. For instance, WeChat has now become an integral part of Chinese people lives and offers a very intimate experience: if used properly, it can thus be a powerful tool for building brand equity and engaging with the local audience.
This was the first breakfast seminar organized by Labbrand in France since the opening of our Paris office. Following this successful event, Labbrand and Linkfluence will renew their partnership to hold a LABsquare event in Shanghai this summer.
For more insights from our branding specialists, feel free to subscribe to our monthly newsletter.
LABSquares are an open space for thought leaders to exchange ideas and network; a social, spontaneous and informative experience. In LABSquares, leaders push the boundaries and talk about the future of innovative brand thinking.
Labbrand is a leading China-originated brand consultancy, working collaboratively with consumers & corporations to build and strengthen brands through culturally relevant actions. To achieve success and brand innovations, Labbrand seamlessly coordinate research, strategic decisions, and creative implementation.
To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.
