dimanche 25 octobre 2015

How to market fashion Brand in China

Last Thursday, Fashion’s collective, the fashion digital marketing reference has bring some informations about the digital strategy in China during its event « Cocktails & Conversations » that presented series of topics on adopting a global strategy for the chinese consummer.

Fashion’s collective, a company based in New York that focus on the learning of fashion and luxury brands that use digital marketing, has recently inaugurate its Shanghai office to welcome the brands that are looking for increasing their knowledges of marketing in China.

Social media in China are important

The discusion has featured many topics about how to optimizate social medias and e-commerce strategies. Booker and Buchwald have also present 7 suggestions on the digital strategy for fashion and luxury brands.

Tips to market a a brand in China 

  1. If you are not already on WeChat, do it. Booker has insist on the importance of this app that is realy efficient for doing digital marketing in China because she allows brands to win dividends when it’s used well. According to him, WeChat is working to be more efficient than Weibo in marketing. First of all, it’s not a newsfeed, as messages and shares wait that users open it and don’t dissapear if you travel for exemple. Besides, WeChat users are more reactive than in other social medias. They follow to be aware of the brands news, so you already know what they want. You will not spam them.
  2. The luxury online trade is still young and in development. It’s a real succes in China, but according to Buchwald, many users prefere to buy luxury products directly in shops or with the help of mediators like in Taobao. The Chinese customer will take time to do some researches online but not for luxury goods. He recommands to the brands to focus on important details that will make the online buy esaier for chinese, with a quick and safe delivery, size informations, a quick website and accomodation for chinese payment methods.
  3. « Mix-and-Match » is a popular editorial topic for chinese customers. Buchwald has precises they were ready to buy one or deux key investment pieces, and want to know how to associate them with their wardrobe.
  4. The KOL’s (Key Opinion Leaders) are hard to hire but have an important promotional value. Booker has highlighted the benefits of being supported by a KOL on chinese social medias, and he doesn’t talk only about very notorious celebrities, but also notorious fashion bloggers. He notices that many of them are paid in function of the number of followers.
  5. Both speakers have precized that the brands must constantly keep up with rapid changes. It’s possible that in ont year, the most used social platform doesn’t even exist today.
  6. Some professionals believe that the goal of online branding is to have consumers continually recognize a brand. Others focus on integrating online branding with the overall brand experience of customers in relation to a company, product, or other branded entity. From this perspective, brand recognition is viewed as one component among many, such as brand differentiation (from competitors) and the "Collaboration Age" brand dialog facilitated by Internet and mobile communications. Website development is a key component of online branding as a website is used by companies and individuals to present products and services of a brand. Focusing on a website's appearance, functions, and company message to provide a positive experience to visitors is all part of online branding.Website development for online branding also includes utilizing a blog to generate content for readers interested in topics related to the brand. It has been both recommended and advised against to guest blog on other websites for the purpose of online branding.
  7. Internation World of Mouth (IWOM) is one of the most valuable form of marketing, the one that consumers trust above all others and the one that is most likely to drive sales for a company. It’s using happy customers to promote a business. Its ai mis to provide customers with such an unbelievably amazing, life-affirming product or service that they can’t help but share their experience with firends, family, co-workers, and the random dude who sits at the bus stop every day with his exotic parrot.

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mardi 20 octobre 2015

Why 3D printing interest French Companies

Attract the attention of business leaders on emerging issues, open discussion and facilitate networking are the main objectives of small business luncheons that the Community of communes of the Pays des Herbiers organizes at 4 times a year . Indeed, executives and managers necessarily have access to economic information but is often sucked into their activities and therefore have almost no time to learn or to deepen a number of questions.

70 entrepreneurs 

At the session of 06 October, 70 entrepreneurs have addressed the question of 3D technologies in business: for today or tomorrow? Interest theme It was, as its title suggests, a workshop on topics concerning technologies related to 3D in companies, their applications and their potential outlets. This technology has seen the day there is this 30 years and is now particularly booming, thanks to lower costs, the development of service offerings, to create the "Fab Lab" on the international scene, seems not to leave indifferent entrepreneurs since 70 responded to the call. The scope of the 3D printing technology is so great that many cases have been reported at this session of October 6. Low-cost prosthesis

Photo source

This was for example the history of the 6 year old, without a right hand from birth, and who became a printed plastic graft prosthesis in 3D. 3D technology has enabled to provide a customized hand to the child at a cost ten times cheaper than current industrial technologies. Giants! Investors in printing technology 3D With the objective of providing special metal parts for the aerospace, automotive and machine tools, the Michelin group and the Fives Group have created a joint venture of "additive manufacturing" based metal powder.

€ 25 million investment

The duo has invested € 25 million. New way to design and manufacture For new perspectives on design and design of certain technical objects, the Massachusetts Institute of Technology announced the marketing of a new 3D printer can create models with the combination of 10 different materials. This new machine of pioneer Fab Lab is offered at € 7,000. The Herbretais are also in the race With the Lycée Jean Monnet, who for years has a 3D printer as well as the St. Gabriel Institute with its Fab Lab, for pedagogy opened in early 2015, named Gab Lab, the basin can argue Herbretais already be in addiction with the technology of 3D printing. Side speakers  Emmanuel Roux, a consultant on digital issues, created the Z bis to the Roche-sur-Yon, the first Fab Lab Vendée.  The VTech Group sees 3D printing as the logical evolution of its business since 2002 based on 2D printing. With its 3D Tech subsidiary, sells machines and offers services in 3D printing.  Hugues Pasquier, president of the Club of Les Herbiers Companies wonders about the possible replacement of the trades of machining by additive manufacturing technologies.

article proposed by Atwim

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vendredi 9 octobre 2015

China's slowdown is 'healthy'

Christine Lagarde avoided blaming China for lackluster global economic growth on Thursday, framing the country's deep slowdown

Asian Stock Market 

Asian stocks marched higher on Friday, following a positive terminal of Wall Street, fueled by status quo signals of Fed minutes. "It is easier than the political perception of the Fed means a weaker US dollar and helps emerging markets such as China to grow," said jérémy, equity strategist, Credit Suisse told Reuters. "I'm not sure we've seen the end of the problems for China, but not least, this is what investors appear to be the prices. " In the US, the Dow Jones Industrial Average closed above 17,000 for the first time since Aug. 19 win almost 1 percent and ended the session 138 points higher 17,050.75. The S & P 500 closed up nearly 1 percent to 2,013.43 and the Nasdaq up 0.4 percent to 4810.79. The increases came as investors digested the September meeting minutes from the Fed. "I think the combination of oil (gains) and the minutes of the Fed lifted the indices here," Cardillo said Peter, market economist at Rockwell Chief Global Capital, noting the minutes decreased the likelihood of an increase in rates this year.
The minutes show that Fed policymakers were still looking domestic inflation and the impact of slower global growth. "I think you have a little more clarity on what the Fed thought. The decision not to raise rates was more collaborative than people thought. The call was not really that close," said Peter Coleman, head trader at ConvergEx.

US and Chinese Stock market

Expectations that US interest rates will remain close to zero for now boosted the Nikkei 225, benchmark Japan, which closed up 1.6 percent to 18,438,67. Bucking the upward trend, shares of Fast Retailing sank 10 percent after the Japanese clothing company missed its earnings forecast for the year due to losses at US stores. It recorded an operating profit of 164.5 billion yen ($ 1.4 billion) - well below a projection of 200 billion yen.
Australian stocks recorded their fifth consecutive day of gains, with the ASX 200 ended 1.3 percent higher at 5279.70 - six weeks high - supported by gains in resource-related stocks.

China's top aircraft manufacturer

China's top aircraft manufacturer has revealed specifications of an advanced stealth fighter jet in a bid to lure foreign buyers, the official China Daily reported on Friday. In a rare disclosure, the state-owned Aviation Industry Corp of China (Avic) unveiled the capabilities of the J-31 aircraft at an aviation show, even though the jet is still being tested, the newspaper said.
"The prospect of a further weakening of the US dollar was clearly a boon to the materials and energy sector again today. Shorts in these sectors also seem to come off at a rapid pace as well," Angus Nicholson, Analyst market at IG. The materials sector added 9.6 percent this week, while the energy sector rose by 13.2 percent, according to IG.

China stock gains cool China's stock rally cooled, with the Shanghai Composite closed up 1.3 percent to 3143.35. This follows a gain of 3 percent on Thursday as the market resumed trading after a week long vacation.

China Market 

The earnings season for the third quarter of the country started running on Friday, with Shenzhen-listed Shandong Pharmaceutical Wohua report a 252 percent rise in profits, offsetting lackluster listed Shanghai Rope Xinri Hengli Steel Wire, which posted a loss.

Hong Kong

Hong Kong's Hang Seng index rose 0.6 percent, regaining some ground after being hit by profit-taking a day earlier.
Shares of Chow Tai Fook rose as much as 4.5 percent after the largest retailer of jewelry in Hong Kong said a mini-gold rush, driven by falling prices, led to same-store growth sales up 4 percent in the second quarter, Dow Jones reported.
The South Asian markets for
The South Asian markets hungry before, enjoying the confidence of investors in the wider risks.