This Chinese platform has over 400 million daily active users and a profile of young customers, making it a hot spot for marketers. Douyin is used for consuming entertaining and educational content . As the network evolves over time, the range and quantity of messages expand. Tastes and preferences change over time. Today, outside of Jordan WhatsApp Number List music and dance, Chinese users are interested in comedy, celebrities, and news about a variety of industries, including niche ones . This is the reason why luxury brands like Gucci and Louis Vuitton gravitate towards this platform .

Meipai is one of the first short video apps in China focused on prettiness ( beautification ). Meipai is a platform developed by Meitu, the company known for its selfie phones and powerful image editing apps. The users of this network are mainly women, aged 23 on average, living in level 1 and 2 cities, with medium to high income . Meipai differentiates itself from its competition with its array of tools and features for embellishing characters and content , making it a popular choice for brands in the beauty and fashion industry , like L ‘, Maybelline, ELLE and Victoria’s Secret. In 2016, L’Oréal invited Chinese KOLs like Li Bingbing, Jing Boran and Li Yuchun to live stream how they use their favorite products to create fabulous looks for the Cannes Film Festival.

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The bad news is that even though Meipai started out as the biggest video app success in China, the network is currently losing to Douyin. After reaching a peak of 152 million daily active users in 2017, Meipai lost around 65% of its customers to the competition in less than a year. Kuaishou is considered Douyin’s most formidable competitor. With over 300 million daily active users and 20 billion video clips, Kuaishou is the world’s largest library of short videos . But while Douyin is preferred by urban users who live in Tier 1 and Tier 2 cities , Kuaishou is more popular in rural areas where people are more interested in exploring content created by people they already know, rather than those of KOLs and brands.

This is one of the reasons Kuaishou has fewer ads . Maximize the potential of social networks for luxury brands Due to the number of platforms available to them, luxury brands will need to conduct extensive research before making any decisions. It is indeed necessary to: determine the target audience, the objectives and the budget of the campaign; consult with local experts and influencers; be extremely attentive to the demands and tastes of customers which vary greatly from country to country. Guerlain 3D lipstick configurator in cooperation with Hapticmedia .

In Addition, It Allows Consumers To Play Around With Different Configurations, Compare Costs And Make The Best Decision For Them.

Organic content is not enough for Chinese consumers. This is the reason why even Hermes had to embrace WeChat marketing to appeal to local consumers. To achieve the best results, marketers will need to design 360-degree campaigns that combine key opinion leaders, new experiences with VR / AR / 3D technology, engagement through personalization, gaming, communication and ultimately exceptional customer service . Brief chronicle of this bankruptcy On May 7, in the midst of the coronavirus pandemic, the luxury retailer that owns the brands Neiman Marcus, Bergdorf Goodman, Mytheresa, Horchow and Last Call, Neiman Marcus Group filed for bankruptcy.

For this approach was invoked chapter 11 of the US Bankruptcy Code: the company will have to undergo a reorganization of its activities, debts and assets and develop a plan to overcome its financial problems, without necessarily having to close its stores. During this period of protection, all enforcement actions by creditors will be suspended, ensuring that the company does not risk being evicted from its sites or losing property and merchandise. While awaiting $ 675 million in debtor financing and $ 750 million in exit funding from the same creditors, Neiman Marcus is undergoing a complex, time-consuming and resource-intensive process. During this restructuring, underperforming stores and divisions risk being downsized or eliminated .

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