外国品牌在中国社会化媒体上的营销策略研究：以圣罗兰为例

一、选题的类别（√）基础研究（）应用研究（）应用理论研究二、选题依据及研究意义进入21世纪，以Internet为核心的现代网络技术和通信技术已经得到了飞速的发展和广泛的应用，世界经济向全球化和信息化发展成为新世纪鲜明的特征和趋势，社会化媒体的发展已经逐渐成为人们沟通和交流的主要工具,并且对营销产生了显著的影响。人们每天都在通过各种社会化媒体获取、共享各种信息,并发表评论；同时企业,也将社会化媒体视为一个新型的营销传播的平台,以在社会化媒体时代提高企业的市场效率,并取得明显效果。但是,因为社会化媒体对于企业和消费者都是新兴的,因此如何运用社会化媒体展开营销,还需进一步研究和实践。关于社会化媒体营销,国内外都已有了一些相关的研究,但是对于国外企业如何利用中国社会化媒体去打开市场的研究则相对较少。基于以上所述现状和已有研究,我将在中国新媒体的发展基础和特点上,结合YSL口红的成功营销案例,探讨国外企业如何利用中国社会化媒体开展网络营销,分析国外企业利用中国社会化媒体营销的成功之处和不足，解决社会化媒体营销中出现的一些问题，为其他国外品牌在中国的发展提供参考,也为后续研究提供一些借鉴。三、选题的研究现状及主要参考文献社会化媒体时代，消费者不再满足于只是做一个营销的接受者，而是希望更深入，自主的参与其中。社会化网络，网络社区与门户，搜索引擎是不一样的网络模式，在营销效果上因能直接到达终端消费者并与之产生良好互动而被认为是更好的营销平台（王欣，2011）。社会化媒体作为用户可以及时生产内容的媒体,既有其媒体属性,可以发布内容,又有着广告渠道的属性,可以作为广告发布的平台。作为广告发布的平台,企业能够通过社会化媒体向消费者传达品牌或者产品信息,作为互动媒体平台,企业能够通过发布互动内容与消费者进行充分的互动,使与消费者的沟通不再是单向的传播,而是多向、多元化的传播（赵宏，顾波，2011）。在此趋势下，对于互联网与无线应用时代的消费者的生活形态的变化，电通公司提出的一种新的消费者行为模型——AISAS，即Attention（注意）、Interest（兴趣）、Search（搜索）、Action（行动）、Share（分享），具有双向互动特质的“S”——Search（搜索）和Share（分享）的出现，充分体现了互联网对于人们生活方式和消费行为的影响与改变，企业开始注重消费者的内心诉求，同时消费者拥有更多信息获取的渠道，开始向理性消费发展。(闫娜,2017)社会化媒体营销已发展成企业市场营销中不可或缺的重要部分。伴随着社会化媒体的深入发展，网民之间的互动深入，消费者变得越来越难以信任由生产商、渠道商、传统媒体所构建的垂直信息渠道，他们更愿意相信来自朋友或陌生网友口口相传的水平信息渠道，用户对品牌、产品、服务的体验信息主要通过社会化媒体分享和传播，原来依靠消费所产生的单向关系维护手段已经无法适应用户自身意愿觉醒的新关系体系。消费者已经迁移到社会化媒体，传播路径在泛化，媒体的触点在分散，消费行为在变化（谭运猛，2012）。社会化媒体在营销方面帮助企业实现了全方位的效果提升，但是它并没有对销量和成单率实现强有力的直接推动。我们认识到社会化媒体营销不仅仅是效果营销，仅凭销量和成单率衡量社会化媒体于营销的价值似乎有失公允。社会化媒体能够回馈给广告主的效果本身包括：品牌、产品的知名度、美誉度提升，产品/服务改进，用户活动参与度提升，提升整体营销效果，售前成本降低，客服体验优化，危机事件处理能力增强，提升工作效率，创造收益等（董旭，2012）。社会化的媒体形式如企业微博和社区网络，能弥补传统的店面，企业网站，报刊广告等小范围传播的不足，很容易在网状的社会化平台上实现大众化传播，并逐渐对品牌营销起到越来越重要的作用（于娜，2011）。[1]ChancellorUniversity(2011).UnveilsMaster'sofManagementinSocialMediaMarketing.[J].WirelessNews.[2]RuzicaButigan(2011).RoleofRelationshipMarketinginSmallandMedium-SizedEntreprises[J].Market.[3]崔洁(2017).新媒体时代的营销传播策略研究-以YSL星辰口红为例.[4]董旭.社会化媒体营销：困难与机遇同在[J].广告大观,2012，（1）：20~21.[5]李明（2012）.引擎的组合营销[J].中国商界，（3）：334~334.[6]李震(2012).基于AISAS模式的社会化媒体营销研究[J].技术与创新管理.[7]唐兴通(2011).社会化媒体营销大趋势[M].清华大学出版社.[8]王欣.社会化媒体营销的创新与责任[J].中国广告，2011，（1）:154~154．[9]于娜(2011).社会化媒体营销的新思维[J].广告主：市场观察.[10]闫娜(2017).基于AISAS模式的社会化媒体营销研究[J].技术与创新管理.[11]赵宏，顾波(2011).企业在社会化媒体的营销之道[J].国际公关.[12]张丽雅，成芳，董国靖(2012).社会化营销拥抱微时代[N].江苏经济报A01版.四、拟研究的主要内容、创新点、重难点及研究思路主要内容：是对国外企业在中国进行社会化媒体营销研究，国外如何利用社会化媒体营销将产品打入中国市场,如何更好的利用社会化媒体营销。国外企业对社会化媒体营销所要关注的原则以及各种问题。通过YSL口红的成功案例，对社会化媒体营销对国外企业的积极影响进行分析，对国外企业在中国社会化媒体营销的策略，成功之处和不足进行阐述，帮助国外企业认识到自己在这一方面的缺陷，更好的促进国外企业的发展。创新点：社会化媒体营销多用于研究国内中小企业的发展，而对国外大型知名企业如何运用社会化媒体营销打入国内市场的研究较为稀缺。重难点：通过YSL口红的成功案例，对社会化媒体营销对国外企业的积极影响进行分析，对国外企业在中国社会化媒体营销的策略，成功之处和不足进行阐述，提出解决方法。研究思路：收集论文研究所需要的资料，在充分查阅有关资料的基础上，系统了解网上商店经营方面存在的问题以及对策。通过文献查阅，一方面，可以很快发现别人已经做过什么研究、某一领域的研究处于什么阶段和水平、现在的研究热点是什么等等；另一方面，了解国内外研究动态观点。理论与实践相结合。在理论的启发下，将相关理论运用到实践中探索结果，在详细分析后，遵从各项公司原则的前提下进行有限并且有效的实证研究。在学习中，与有丰富经验的老师探讨研究的问题，帮助分析复杂问题、理清思路、把握重点、广阔的视野。五、研究进程安排准备论题及初选指导教师（2017年9月18日—9月22日）；确定指导教师以及论文论题（2017年9月25日—10月13日）；草拟论文大纲（2017年10月15日—10月27日）；完成开题报告及论文大纲（2017年10月30日—12月1日）；完成论文初稿（2017年12月4日—2018年2月8日）；修改论文交二稿（2018年2月27日—3月23日）；修改论文并三稿（2018年3月24日—4月6日）；修改论文并定稿（2018年4月7日—4月20日）毕业论文答辩（2018年5月24日）六、其他说明七、指导教师意见指导教师签字：2017年9月28日八、专业毕业论文指导小组意见指导小组组长签字：年月日填表说明：1．本科生原则上应于第七学期前13周完成毕业论文的选题和开题工作。2．本表由学生在指导教师指导下填写。指导教师在学生填写后，应在本表相应栏目里填写确认性意见。本表最后由学院盖章备案保存。3．学生应执行本表撰写毕业论文，不得作实质性改变。学生须在所在学院规定的时间内完成毕业论文并参加答辩。4．本表可从学校网页上下载。学生使用电子表格填写，做到填写整洁、正确。 ContentsTOC\h\z\t"样式1,1,样式4,3,样式5,2"1. Researchintroduction 11.1 Researchbackground 11.1.1 ThevastconsumermarketofChina 11.1.2 Foreignbrands’situationinthemarketofChina 11.1.3 TherapiddevelopmentofsocialmediainChina 21.2 Researchsignificanceandpurpose 31.3 Researchmethodandtechnicalroute 32. Literaturereview 52.1 IntroductiontotheKOLtheory 52.2 Literaturereview 53. TheanalysisofYSL’ssocialmediamarketingstrategiesinChina 73.1 Preliminaryphase 73.1.1 FollowthelipstickeffectinChina 73.1.2 Ad-placinginTVdramas 73.2 Majorphase 83.2.1 Precisionmarketing 83.2.2 AdvertisementsofKOL(WeiboandWechat) 93.2.3 Repostandlottery 103.2.4 ThesharingofWechatmoment 104. ThesuccessandproblemsofsocialmediamarketingstrategiesforforeignbrandsinChina 124.1 ThesuccessofYSL’slipsticks 124.1.1 Brandawareness 124.1.2 Emotionmarketing 124.1.3 Outofstock 134.2 TheproblemsofYSL’slipsticksinChinesemarket 134.2.1 Brandimagedamaged 134.2.2 Leadtoincorrectconceptofvalue 144.2.3 Counterfeitgoodsare"runningwild" 145. Theadviceforforeignbrands’socialmediamarketingstrategiesinChina 165.1 FollowthetrendonChinesesocialmedia 165.1.1 Focusonhotsearches 165.1.2 Seizemoment 165.2 ChoosetheproperKOL 175.2.1 Highcorrelation 175.2.2 Highinteraction 175.2.3 Suitableage 185.3 Glocalizationtactics 186. Conclusion 20Bibliography 21iiResearchonForeignBrands’MarketingStrategiesBasedonChineseSocialMedia:ACaseStudyofYSLAbstract:WiththerapiddevelopmentofsocialmediaandtheconsumermarketinChina,foreignbrandscan'twaittohaveashareofitbyusingChinesesocialmedia.

AndthisthesisaimstoanalyzethemarketingstrategiesofforeignbrandswiththetheoryofKOL,andprovetheirsuccessandproblemsbasedonChinesesocialmediathroughthecaseofYSL’slipsticks,finallyfindmethodstoimprovemarketingstrategiesandprovideideasforforeignbrands.

Thisthesishassixparts.

Thefirstpartistointroduceresearchbackground,significanceandtechnicalroute.

ThesecondpartissummarizingviewsofpreviousstudiesandintroducingtheKOLtheory.

Inthethirdpart,thisthesisanalyzestheYSL'smarketingstrategiesbasedontwopopularsocialmediainChinathatareWeiboandWechat.

Inthefourthpart,thisthesisaimstotalkaboutthesuccessandproblemsofYSL'smarketingstrategiesandinthenextpartthisthesisgivessomeadviceforthat.

ThelastpartistheconclusionthatusingsocialmediaisaneffectivewaytoopenChinesemarketforforeignbrandsbuttheyarenotmatureenoughnow.Keywords:marketingstrategies;socialmedia;YSL外国品牌在中国社会化媒体上的营销策略研究：以圣罗兰为例摘要：中国消费市场的快速扩张和社会化媒体的日益发展使得外国品牌迫不及待试图利用中国社会化媒体来分一杯羹。本文通过YSL口红营销案例，结合KOL理论，来分析外国品牌在中国社会化媒体上采用的营销策略，及其策略的成功之处和出现的问题，最后找到方法去完善该类型的营销策略，为外国品牌进入中国市场提供思路。本文分为六个部分。第一个部分是介绍研究背景,研究意义和研究技术路线。第二部分在于总结前人的研究的观点并介绍KOL理论。在第三部分本文分析了YSL在中国热门社会化媒体，即微博和微信上采用的营销策略。第四部分讨论了该策略的成功之处和出现的问题，接下来的部分给出了社会化媒体营销的建议。最后得出了社会化媒体是外国品牌打开海外市场的有效方式，但总体来说营销策略还不够成熟这样一个结论。关键词：社会化媒体；营销策略；YSLResearchintroductionResearchbackgroundThevastconsumermarketofChinaThecosmeticsmarketofChinastartedin1980,anditbecamemoreandmoreimportantinChinathatitsgrowthrateisevenhigherthanthelevelofthesocialeconomythroughthe30years'development.

What'smore,itsgrowthrateisbetween13%~15%andthecosmeticsmarketdemandisvigorous.

Formthepointoftherangeofconsumptionobject,cosmeticsconsumersarelargeincityandexpandtoruralareasgradually;formthepointoftheageofconsumptionobject,cosmeticsconsumersareexpandingtoboththeyoungandtheold;fromthepointofthegenderofconsumptionobject,thecosmeticsformanisindeedemerging.

Thereisapredictionthatthegrowthrateofcosmeticsinsaleswillriseto15%inthesethreeyears,andthetotalsalesofChinesecosmeticsmarketwillbeabout3500hundredmillion.

Butforallthis,thereisanintensecompetitionbetweenlocalandforeignbrandsinChinesecosmeticsmarket,soitmeansbotharareopportunityandaseverechallengeforeverysinglebrandespeciallyforeignenterprise.Foreignbrands’situationinthemarketofChinaBecauseofthevastconsumermarketofChina,manyforeignbrandseagertoenterandhavesomebigdevelopmentsinChinesemarketespeciallyfamousinternationalbrands.

Accordingtotheresearch,foreigncosmeticsbrandswhichhavealreadyenteredinChinesemarketweremorethan100;foreign-ownbrandsandSino-jointventurebrandsbaseonaleadingstatues,whichproductshaveseizedonnearly80%marketshareandtheyaccountfornearly90%ofsales.

ItmeansthatforeigncosmeticsbrandshavebeenagreatsuccessintheChinesemarket.

Inrecentyears,thesalesofFrenchcosmeticsgroupL'Oréalincreasedby19.7%,anditsbusinesswhichcomesfromitsbrandssuchasYSL,GiorgioArmani,andUrbanDecayhasgrownsignificantlyinChina.

AmericanbrandElizabethArden'soperatinglossnarrowedlastquarterbecauseitbenefitedfromitsincreasingsalesinChinesemarket,andElizabethArden'ssalesincreasedby18%lastyear.

ConfrontedwiththehugetemptationoftheChinesemarket,almosteveryforeignbrandsdesiretogainmoredevelopmentsbysomenewmarketingstrategies.brandmarketshareSalesofpercentageForeign-ownbrandsandSino-jointventurebrands80%90%Chinesebrands20%10%TherapiddevelopmentofsocialmediainChinaItisalwaysthelargestpopulationintheworldwhethertheonlinepopulationofChinaortheofflinepopulationofChina.

Nearly10yearsago,socialmediacalledSinaWeibo,whichistheclosesttoapopularAmericansocialmedianamedtwitter,foundedinchinaanditbecameafashiontofollowforChinesepeoplesoon.

InAccordancewiththedateofCNNIC(ChinaInternetNetworkInformationCenter),inlate2011,thetotalusersofSinaWeibowerejust2.4988hundredmillionanditaccountedfor48.7%oftheChineseinternetusers,butinlate2012,theusersreached3.0861hundredmillionanditaccountedfor54.7%ofthewholeChineseinternetusers.

ThedatameansthattheincreasingrateofSinaWeibo'suserswasincomparable.

Moreover,since2011,socialmediawhichbecomeaspopularasSinaWeibosoonfoundedinChinaanditwascalledWechat.

AndthemostimportantpointisthatnotonlytheChinesepeoplefalllovewithWechat,butalsoforeignpeoplearecrazyaboutit.

Accordingtotheresearch,onMarch2012,theusersofWechatwereahundredmillion,butsixmonthslater,thedataroseto2hundredmillion;inlate2012,theusersincreasedto3hundredmillion.

Notonlythat,WechatalsoattractedalotofattentionfromabroadsuchasForbesMagazine.SinaWeiboandWechataretheexamplesofChinesesocialmedia'ssignificantdevelopment.Weibo:TimeTotalusers(million)Thepercentage(100%)2011249.8848.7%2012308.6154.7%Weichat:TimeTotalusers(million)2012.31002012.92002012.12300ResearchsignificanceandpurposeWiththedevelopmentofinformationtechnology,the21stcenturywentintotheinformationagetothecoreofnetwork.Thetypicalfeaturesofthisperiodwereinformationandnetworking.Infobahnhasalreadybecomealargedirectionofworld'seconomyandsocialdevelopmentnow.Socialmediajustlikedigitalnetworkandthemultimediahasbecomeanimportanttoolswhichisusedingainingknowledgeandcommunicatinginformationforpeopleandthussocialmediahasadeepimpactonchoiceofbrand'smarketingstrategy.Thisthesisaimsanalyzingitssuccessandthedeficiencythatenablebrandstoimprovetheirsocialmediamarketingstrategiesandmoreeffectivelycommunicatewiththeirtargetconsumers.What’smore,thisthesismaybringsomebeneficialideasforotherbrand’ssocialmediamarketingstrategiesinChinaandprovidescertainhelpforthefollowingresearch.ResearchmethodandtechnicalrouteThisthesismainlyusesonebasicstudymethod,whichisacasestudy,supplementedbyacontentanalysisoftherelatedreportsanddata.Firstly,thisthesisexpoundstheresearchbackgroundandsignificance.SecondthisthesisreviewsdomesticandabroadliteraturesandintroducestheKOLtheory.NextthroughthecaseofYSL’slipsticks,thisthesisanalyzesitsmarketingstrategiesbasedonChinesesocialmediaandthesuccessandproblems.Intheend,itgivessomeadviceandhasaconclusionwiththeanalysisofthecase.Introduction:ExpoundIntroduction:ExpoundingtheresearchbackgroundandsignificanceLiteraturereview:ReviewingtheliteraturesandrelatedtheoriesAcasestudyofYSL’slipsticksItsmarketingstrategiesbasedonChinesesocialmediaThesuccessandproblemsofitsmarketingstrategiesTheadviceforbrandTheadviceforbrand’smarketingstrategiesbasedonChinesesocialmediaConclusionConclusionLiteraturereviewIntroductiontotheKOLtheoryKOL(KeyOpinionLeader)meansthatanactivemediauserwhointerpretsthemeaningofmediamessagesorcontentforlower-endmediausers.Typicallytheopinionleaderisheldinhighesteembythosewhoaccepttheiropinions.Opinionleadershipcomesfromthetheoryoftwo-stepflowofcommunicationpropoundedbyPaulLazarsfeldandElihuKatz.SignificantdevelopersofthetheorywereRobertK.Merton,C.WrightMillsandBernardBerelson.Thistheoryisoneofseveralmodelsthattrytoexplainthediffusionofinnovations,ideas,orcommercialproducts.ForChinesesocialmediasuchasWeiboandWechat,popularwe-mediaandpopularpublicaccountswhichhavemanyactivefollowersallbelongtoKOL,theyprovidenewcontentfortheirlargefanbases.Bypostingprofessionalvideosorarticlesregularly,theycanearnthetrustoftheirfollowerswhooftenpurchaseproductssharedandrecommended.KOLsarewidelydistributedinavarietyofdifferentfieldsincludingsports,videogames,electronicproducts,fashion,food,travel,luxurygoodsandcars.Forforeignbrands,cooperatingwithKOListhebestwaytoopenoverseasmarketquicklyforforeignbrands.LiteraturereviewThereisalotofresearchaboutmarketingstrategiesbasedonsocialmedia.

Forexample,Yuna(2011)pointedthatsocialmediacanmakeupthedisadvantagesabouttraditionalstoresandadvertisementsthatitsoutreachistoonarrow.

What'smore,Yanna(2017)alsofoundoutthatinternetcanmakeenterprisesacquireinformationaboutconsumerseffectivelyandshepointedthatthesuccessofYSL'slipstickcamefromanimportantpartnamedinterestinherpaper.

Cuijie(2017)analyzedthecontributionofChinesesocialmedia(WeiboandWechat)toYSL'slipsticksthatWeiboandWechatprovideYSLabroadplatformtoadvertiseforitslipsticks.

BesidestheChinesesocialmediaitself,theKOLwhoisactiveinsocialmediaalsomadeagreatcontributiontothesuccessofYSL'slipsticks.

InthebravenewworldoftheInternet,traditionalmarketingstrategieswereoutofstyleandforeignbrandsneedtofocusonChinesesocialmediaandtheKOLstomakeacquaintancewithChineseconsumers.TheanalysisofYSL’ssocialmediamarketingstrategiesinChinaPreliminaryphaseFollowthelipstickeffectinChinaThelipstickeffectisthetheorythatwhenfacinganeconomiccrisisconsumerswillbemorewillingtobuylesscostlyluxurygoods.Insteadofbuyingexpensivefurcoats,forexample,peoplewillbuyexpensivelipstick.Theunderlyingassumptionisthatconsumerswillbuyluxurygoodsevenifthereisacrisis.Whenconsumertrustintheeconomyisdwindling,consumerswillbuygoodsthathavelessimpactontheiravailablefunds.Outsidethecosmeticsmarket,consumerscouldbetemptedbyexpensivebeerorsmaller,lesscostlygadgets.Inrecentyears,thelipstickeffecthitChinaaseconomyslow.AccordingtothemarketresearchfirmEuromonitorInternational,theentireretailvalueofthebeautyandpersonalcaresectorinChinagrewfrom184.1hundredmillionyuan($30hundredmillion)in2011to202.1hundredmillionyuanin2012.Inthisspecialtime,YSLseizeditsmomentthatitpaidmoreattentiontothelipstickmarketofChina.Ad-placinginTVdramasTherearemanybrandsusingad-placinginTVdramasforsales,butthemostsuccessfulbrandaboutlipstickisYSL.Beforetheepidemicofstar(RougePurCoutureLipstickStarClashforshort),thefirstexplosionofYSLwasin2014,andthecolor‘youfromastar’wasthefirstkeywordforChineseconsumerstogetclosewithYSL.ThekeywordcomesfromapopularKoreaTVdramacalledyoufromastar.Thisdramareceivedalotofcomplimentsanditssocialimpactisdefinitelybeyonddoubt.BecauseofthemanymoretimesappearingofYSL’slipstickinthisTVdrama,thecolor‘youfromastar’whichistheno.52lipsticktheheroineusedbecamethemostpopularlipstickinthatwinter,andbaseonthesituation,thepopularityofYSLraisedhighinAsia.KoreaTVdramashaveenormousinfluenceforSoutheastAsia,especiallyChinesefemaleconsumerstobuythingswhichusuallyappearintheTVdramas.Byad-placinginpopularKoreaTVdramas,YSLgainsmuchmoreattentionfromChinesemarketsuccessfully,anditalsogivesYSLagreatchancetoenterinChinesemarketentirely.MajorphasePrecisionmarketingThemostsuccessfulpointofYSL'ssocialmediamarketingstrategiesisthatitgrasptheproperagesofconsumerswhoindulgethemselvesinsocialmediaaccurately.

Chinesepeoplewhowillusesocialmediacontinuallyarebornin1980saccordingtothedataof199IT199IT中文互联网数据资讯中心，199IT中文互联网数据资讯中心，一个专注于互联网数据研究、互联网数据调研、IT数据分析、互联网咨询机构数据、互联网权威机构。WeiboandWechat’susersofdifferentagewhousethem5hoursaday:Theusersofdifferentagewhousesocialmedia4timesaday:AgeThepercentage1980s34.8%1990s23.4%1970s19.5%AdvertisementsofKOL(WeiboandWechat)In2016,wecanfindwordsaboutYSL'slipstickeasilyonWeibo.

YSLhasitsownareaonWeibo,andthereissomanypassagesandvideostoassesYSL'slipstick.

What'smore,mostofthemisaboutsharingthefeelingsofusingYSL'slipstickandrecommendtheproductatfinal.

AccordingtothedatathatWeibopublished,theareaofYSLwasreadmorethan11.2hundredmillion,andithad2.445thousandfollowers.

TheadvertisementsofYSLusuallycomefrompopularwe-media,andtheycontaintwopopularareaofWeibothatisthefunnystoryareaandthebeautyarea.

Becauseoftheirenormousamountsoffollowers,apopularwe-mediacanmakegreatinfluence.

Forexample,awe-medianamedPINK-EVER,whichhas520thousandfollowers,shesharedthecolorofYSLglossystain105in2016onWeibo,andaftersoonthissharinghadmorethan2000reposts,commentsandlikes.

Moreover,theotherKOLfromfunnystoryareanamedStoriesofNorthAmericawhichhas5.5millionfollowerswroteapassageaboutthereactingofagirlaskingherboyfriendtobuyYSL'slipstick.

Justforseveraldays,thispassagehad1381reposts,8714commentsand4041likes.

Notonlythat,atrendofsharingthereactingofthatbecameapopulartopiconWeibo,almosteveryfemaleusersparticipatedinthis.

Theamazinginfluenceofpopularwe-mediagainedagreatdealofattentionandpopularityforYSL.AdvertorialsofpopularpublicaccountsappearedlaterthanadvertisementonWeibo.Togainmoreattentionfrompeople,YSLsetsitssightsonpublicaccountofWechat.Wordsarethegoodmatchforadvertorialsandadvertorialsaremoreinterestingthantraditionaladvertisements,sothearticleswrittenbypopularpublicaccountaretheperfecttoolstoattractpeopletoread.Forexample,anarticlenamedImissthegirlswhodon'tknowaboutYSLfromapopularpublicaccountcalledWhatYouNeedarousedeverybodyinterestin2016.Thearticlehasbeenreadmorethan100thousandandreceived1788likes.What'smore,anarticlefromanotherpubicaccountnamedWriteaStoryforYoualsohasbeenreadmorethan100thousand.ThereisnodoubtthatthearticlebroughtanewlevelofpopularitytoYSL.Afterthat,almosteverypublicaccountonWechatwantedtobenefitfromthehottopic,sothereweremoreandmorearticlesfromallkindsofpublicaccountaboutYSL'slipsticks,andwecanseeallofthataretheadvertorialsofYSL.Basedonthissituation,YSLbecomesabrandthateverybodyinChinaknowsit.RepostandlotteryRepostandlotteryisanirregularwayforabrandtoadvertise.

ItisanewwayappearedanddevelopedonWeibothatanyonewhorepoststhelotteryWeibohemayhaveachancetogetthegift.

ThereareusuallytwowaysofrepostandlotteryaboutYSL.

Thefirstwayiscooperatingwithbeautywe-mediathatthebeautywe-mediasharethecolorofthelipstickandtheirusingfeelingsaboutthemfirstly,andthentheywillwritewordsthatrepostthisWeibo,andyoumayhaveachancetogetthesamelipstick.

Forthereasonthatthebeautywe-mediausuallysharesthecolorbyprettyphotosandmakesthecolormorebeautifulthanitwas,thefollowerswillbecomeeagertohavethelipstickafterreadtheWeiboandtheyarewillingtorepostagainandagain.

Forexample,alotteryWeiboofabeautywe-medianamedkeyikittywasreposted903timesandhas838commentsand391likesjustfortwodays.

Theotherwayiscooperatingwithsomewe-mediawhoneedsamountsoffollowers.

Thereisnodoubtthatrepostandlotteryisafastwaytogetfollowersbecauseusersusuallyneedtofollowwe-mediafirstandtheywillbeeligibletoparticipateinthisactivity.

Thereisanexamplenamedtheteamofcabbage,itslotteryWeiboaboutYSLwasreposted2834times,anditsfollowersroseto200thousandafterthisWeibo.

Itisnothardtoseethatrepostandlotteryiswin-winforwe-mediaandYSL.

Forwe-media,theycangetfollowersandbecomewellknownonWeibothroughrepostandlottery;forYSL,itcangainmuchmoreattentionfrompeoplewithouttoomanyinvestmentsbecausetheonlythingitneedstogiveistheirownproduct.ThesharingofWechatmomentForWechatmoment,itisimportantforYSLtoencourageuserstoshareproductbytheirownvolition,soYSLchoosestoadvertiseonWechatmomentthatuserscangetafreegiftofYSLbyopeningYSL'sadvertisementwiththeirowninformation.

Becauseofthelimitedquantityoffreegifts,userswhogetthisgiftwillbeeagertosharethegiftonWechatmomenttoshowoff,thusYSLcangainmoreattentionwithouttoomuchinvestment.

Moreover,mostofChinesepeopleholdaviewthatthesharingfromusersthemselvesismorereliablethanastiffadvertisementonTV,inthiswayYSLnotonlycangainmoreattentionbutalsohaveagoodworld-of-mouthspreading.

Inadditiontothewayoffreegifts,theoverseaspurchasingagentshaveagreatcontributiontoYSL.

TosaletheYSL'slipsticks,purchasingagentswillsharecolors,prices,usefeelingsoranythingelseaboutYSL'slipsticksonWechatmomentmadlythatapurchasingagentscouldshare10momentsonWechatmomentanhour.

AsthustheWechatuserscanreadwordsandseepicturesaboutYSL'slipsticksoverandoveragain,theywillrecognizethisbrandandproductsgraduallyandunconsciously.ThesuccessandproblemsofsocialmediamarketingstrategiesforforeignbrandsinChinaThesuccessofYSL’slipsticksBrandawarenessYSLisaFrenchLightluxuryfashionhousewhichwasfoundedin1961,andithasbeenconsideredoneoftheworld'smostprominentfashionhousesandisknownforitsmodernandiconicpieces.

AlthoughitisfamousinEurope,inChinatheawarenessofYSLwaslimited.

Accordingtoareport,in2011countersofYSLremovedinChinaanditcamebackonsalein2013.

However,afteralongtimelow,YSLfinallyfindsitsownwaytogetoverthosedifficulties.

ThroughtheproperproductandChinesesocialmediasuchasWeiboandWechat,YSLbecomesmoreandmorewell-knowninChina.

AccordingtothedataofBaidusearch,YSL'ssearchindicestookfirstplaceforfourmonthsinarow(2016.10-2017.2)aftertheinternetmemeofYSL'slipsticks.

ItssearchindicespeakedonOctober,2016thatwasabout8.0millionandtheindicesofsecondbrandwereonlyabout3.5million.

BaidusearchindicesarebasedontheactivesearchtimesfromusersandthedatacanreflecttheattentionofconsumerswhichisattractedbyYSL'slipsticks.

AllofthatmeansYSLhasadifferentnewworldintheChinesemarketbysocialmediamarketingstrategies.EmotionmarketingThereisanotherfactincentingtopromotesalesofYSL'slipsticks.

Onsocialmedia,wecanfindthousandsofarticleswhichtitlewithkeywordssuchasYSL,boyfriend,loveandsoon.

Forexample,in2016,anarticlewrittenbyapublicaccountcalledgoddessthatitscontentistopraisethoseboyfriendswhogivetheirgirlfriendsaYSL'slipstickasagifttoexpresstheirlovewaspopularamongsocialmediausers.

Thearticlewasreadmorethan100thousandandhas10730likes.

Gradually,therebecomesafashionthatfemaleusersarewillingtoshowlovingbypostingthepicturesofYSL'slipstickswhichtheirboyfriendsorhusbandsbuyforthemonsocialmedia,asthusnotonlyfemalebutalsomalebecomeconsumersofYSLwiththehelpofWeiboandWechat,accordingtotheBaiduindex,themaleuserswhosearchedinformationaboutYSLaccountfor60%ofallusers.

AndthesalesofYSLincreased25.3%in2016comparedtothesalesin2015.

Thetotalsaleswere12.2hundredmillionaccordingtothe2016reportsofKering,thesecondluxurygroupinFrench.OutofstockDuetotheYSL'ssocialmediamarketingstrategiesinChina,somepopularcolorsofYSL'slipsticksarealwaysoutofstockfrom2016tillnow.

Forexample,theYSL'sglossstain109whichhasaname'thecolorofmermaid'inChinaisthefirstlipstickthatbecomeoutofstock.

AccordingtotheinformationonWeibo,thesellingpriceofYSL'sglossstain109risemadlythattheyaresoldas20timesastheoriginalsellingpricebypurchasingagents.

Itmeansthatweshouldspend720dollarsbuyingalipstickwhichsellingpriceis36dollarsonYSL'swebsite.

ThereasonswhythepriceofYSL'slipstickraisesmadlyarethatChineseconsumersareattractedbythoseproductsandlipsticksareinshortsupplycontinually.

What'smore,almosteveryduty-freestoreinAsiaadjustedthesellingpriceofYSL'slipsticks.

AccordingtothepublishedpriceofSunriseDutyFree,YSL'slipsticks'entirepriceraised.

PriceofthefirstkindofYSL'slipsticksnamedRougeVolupteShineOil-in-Stickrosefrom172yuanto211yuan;riseis22.7%.

PricethesecondnamedRougePurCoutureLipstickrosefrom169yuanto211yuan;riseis24.8%.

PriceofthelastnamedGlossStainrosefrom187yuanto211yuan;riseis12.8%.TheproblemsofYSL’slipsticksinChinesemarketBrandimagedamagedAlthoughsocialmediamakeYSL'slipstickssuccessful,thesellingcarnivalofthatdidn'tlastforalongtime.

OvermarketingstrategiesofYSL'slipsticksonsocialmedialeadthebrandtoadilemma.

Inthesecondhalfyearof2016,somearticleswhichpointtothequestionsofYSL'ssocialmediamarketingstrategiesarose.

Forexample,anarticlenamedwhatmakesthemarketingstrategiesbecomeobjectionablefromC2CCNewMediaC2CC传媒,聚合优质创新信息与深度思考美业精英的媒体平台,是中国化妆品领域最具影响力的财经媒体。wasreadmorethan1.