LA PRAIRIE CHINA
E-COMMERCE MEDIA STRATEGY & PLAN 2017
BRAND DIGITAL RETAIL ECO-SYSTEM ACTICATION AGENDA
1. CONTEXT AND OBJECTIVE
2. LANDSCAPE OF LA PRAIRIE DIGITAL RETAIL ECO-SYSTEM
3. TMALL MEDIA STRATEGY
4. OFFICAL E-COMMERCE MEDIA STRATEGY
5. KPI & BUDGET AGENDA
1. CONTEXT AND OBJECTIVE
2. LANDSCAPE OF LA PRAIRIE DIGITAL RETAIL ECO-SYSTEM
3. TMALL MEDIA STRATEGY
4. OFFICAL E-COMMERCE MEDIA STRATEGY
5. KPI & BUDGETCONTEXT AND OBJECTIVE
Context
l La Prairie launched a e-commerce website in Sep, 2016, as The First e-Commerce Practice since her
official presence in 2005 in China market
l Tmall Boutique will be next key milestones of La Prairie digital retail strategy in Apr, 2017.
l Full Presence in E-Market is considered as a prevailing strategy for premium brands in China.
l It has to understand Customers’ Behavior and Preference impacted by the Close Looped Eco-Systems of China
dominant Internet players (Baidu, Alibaba & Tecent) and smart power leveraged by Social Media.
Business Objective
l To establish the Digital Retail Eco-System for La Prairie
l To differentiate media strategy between Tmall and brand e-Commerce website.
l To fully activate Tmall media sphere to win high brand visibility and to boost sales
l To increase qualified traffic to brand e-Commerce website by amplifying targeting media source
l To escalate brand awareness and engagement via the social media
l To make Tamll boutique as an top POS in e-distribution platform, and to brand website as e-CRM center with
full of branding touch and experience.