Sample_from_Bomoda_China_Luxury_Blueprint_05-20152

A BOMODA ORIGINAL
CHINA LUXURY
BLUEPRINT05.2015
The Deﬁnitive Guide to Understanding
the Impact of Marketing on Performance
This report contains proprietary information that is protected by copyright.
All rights reserved by Bomoda.
SAMPLE

Bomoda was founded on the belief that global brands
can build more meaningful relationships
with their customers in emerging markets
through better intelligence.
BOMODA BLUEPRINT SERIES: CHINA LUXURY / PREMIUM REPORT / MAY 2015 / PAGE 2

About the
Bomoda
Blueprints
Our vision is to create a transparent view of the
consumer in the world’s most complex markets.
Using a proprietary mix of data science and human
curation, Bomoda provides global brands with a new
level of transparency into what drives customer
behavior around the world. Our initial focus is on
China.
That’s why we created the Bomoda Blueprint series.
Each entry in the monthly series is the definitive guide
to brand performance in China for a specific industry
vertical.
TERMS OF USE
© 2015 Bomoda. All rights reserved. This report is licensed to the specific named
user. Unauthorized reproduction or circulation of this report violates copyright and
trademark laws, and is strictly prohibited.
Bomoda helps brands connect the dots.

OUR METHODOLOGY
PROPRIETARY SURVEY
OF 2,200+ CHINESE
CONSUMERS
CURATED SET OF
25,000+ DATA POINTS
FOR EACH BRAND
STATISTICAL MODELS
FOR 27 DIFFERENT
BUSINESS OUTCOMES
We conducted a
proprietary survey of
2,268 consumers to
understand purchase
behavior and identify key
drivers. This allows us to
provide specific business
objectives against which
we based our model.
We exhaustively
compiled digital
touchpoints for assessing
consumer engagement
and brand performance.
Hundreds of thousands
of discrete actions
provide a mosaic view of
what works for brands,
what doesn’t, and how
they measure up to the
competition.
Our proprietary statistical
models provide actionable
insights into 27 different
business objectives. The model
identifies channels to activate
and the best tactics for each -
delivering on the promise of a
business blueprint.
This Blueprint is the culmination of three distinct efforts:
METHODOLOGY

COVERING THE TOP 50 LUXURY BRAND IN CHINA
SURVEY FINDINGSTABLE OF CONTENTS (SAMPLE)
This China Luxury Blueprint
covers the top 50 luxury
brands with a presence in
China
BRANDS COVERED

IN THIS SAMPLE REPORT
SURVEY FINDINGSTABLE OF CONTENTS
7 A GUIDE TO THE SAMPLE REPORT
10
DRIVING BUSINESS OUTCOMES:
DRIVING PURCHASES IN SOUTH KOREA
13
KEY DIGITAL TACTICS:
THE BEST LEVERS FOR USING FASHION PR
14
BOMODA BRAND DIGITAL DATA DIGEST:
OUR 350+ DATAPOINTS FOR STELLA MCCARTNEY
29
BRAND-LEVEL SURVEY PERFORMANCE:
DETAILED DATA FOR SAINT LAURENT PURCHASERS
33 ABOUT BOMODA

A GUIDE TO THE SAMPLE REPORT
SURVEY FINDINGS
A GUIDE TO THE SAMPLE
REPORT (1/3)
BUSINESS OUTCOME RANKINGS AND DRIVERS:
DRIVING PURCHASES IN SOUTH KOREA
RANKINGS AND DRIVERS FOR
27 DISTINCT BUSINESS OUTCOMES
(SEE NEXT PAGES)
DIGITAL LEVERS AND BUSINESS ACTIVITIES:
THE LEVERS AND ACTIVITIES FOR ALL 28 OF THE
DRIVERS THAT DELIVER ON BUSINESS OBJECTIVES
(SEE NEXT PAGES)
BOMODA BRAND DIGITAL DATA DIGEST:
OUR 350+ DATAPOINTS FOR STELLA MCCARTNEY
THE DIGITAL DATA DIGEST FOR
ALL 50 LUXURY BRANDS
BRAND-LEVEL SURVEY PERFORMANCE:
DETAILED DATA FOR SAINT LAURENT PURCHASERS
BRAND-LEVEL SURVEY PEFORMANCE
FOR ALL 50 LUXURY BRANDS
ITEMS IN THE BLUEPRINT
NOT INCLUDED HERE
KEY FINDINGS ON CHINESE LUXURY
CONSUMER PURCHASE BEHAVIORS BOTH
INSIDE AND OUTSIDE OF CHINA
THE KEY DRIVERS THAT ARE CRITICAL
ACROSS ALL BUSINESS OUTCOMES
IN THIS SAMPLE IN THE PREMIUM LUXURY BLUEPRINT

THE 27 BUSINESS OUTCOMES IN THE PREMIUM LUXURY BLUEPRINT
BOMODA BLUEPRINT SERIES: CHINA LUXURY / PREMIUM REPORT / MAY 2015 / PAGE 8* Includes Taiwan, Singapore, Malaysia and Thailand
AWARENESS AND PERCEPTION
BRAND AWARENESS
PERCEPTION AS LUXURY
PURCHASED AND RECEIVED
PURCHASED OR RECEIVED: PAST YEAR
PURCHASED: PAST YEAR
RECEIVED: PAST YEAR
INTEND TO PURCHASE: NEXT YEAR
PURCHASE CHANNELS
ECOMMERCE FROM CHINESE WEBSITES
RETAIL STORES IN CHINA
ECOMMERCE FROM WEBSITES OUTSIDE OF CHINA
RETAIL STORES OUTSIDE OF CHINA
DUTY FREE STORES
PURCHASE METHOD
BRAND DIRECT
OFFICIAL/AUTHORIZED RESELLERS
DETERRING DAIGOU (UNAUTHORIZED RESELLERS)
RETAIL PURCHASE IN INTERNATIONAL CHANNELS
HONG KONG
JAPAN
SOUTH KOREA (SHOWN HERE)
REST OF ASIA*
EUROPE
UNITED STATES
PAYMENT METHODS
CASH
CREDIT OR DEBIT CARD
CHINA UNIONPAY
ALIPAY
PRIMARY RATIONALE FOR PURCHASE DECISION
AUTHENTICITY
PRICE
CONVENIENCE OR SPEED
Bomoda then outlines the
key drivers to achieve the
optimal business
outcomes listed on the
left. We also rank each
brand against every
business outcome.
REPORT (2/3)

TOP DIGITAL LEVERS BOMODA EXAMINES FOR EACH BUSINESS OUTCOME
BOMODA BLUEPRINT SERIES: CHINA LUXURY / PREMIUM REPORT / MAY 2015 / PAGE 9* Includes Taiwan, Singapore, Malaysia and Thailand
BRAND COVERAGE ON FASHION PR (SHOWN HERE)
BRAND INVESTMENT IN
CHINESE SOCIAL MEDIA
DIGITAL ASSETS
SEARCH CHANNEL (PAID AND ORGANIC)
BRAND VISIBILITY ON SHOPPING-ORIENTED
PLATFORMS
BRAND WEBSITE METRICS IN CHINA
CONSUMER DISCUSSION ABOUT BRAND ON
MASS-MARKET BBS
FASHION BBS
CONSUMER ENGAGEMENT WITH BRAND ON
KEY SOCIAL APPS
TRAVEL SITES
VIDEO PLATFORMS
CONSUMER PURCHASE DEMAND FOR BRAND ON
CHINESE PLATFORMS
CONSUMER QUESTIONS ABOUT BRAND ON Q&A
PLATFORMS
CONSUMER REVIEWS OF BRAND’S RETAIL STORE
EXPERIENCE
DEGREE OF MANDARIN UX ON BRAND-OWNED
DIGITAL ASSETS
ECOMMERCE EXPERIENCES ON OFFICIAL BRAND
WEBSITES
IMPACT OF BRAND BY
BEAUTY INFLUENCERS
CELEBRITY INFLUENCERS
FASHION BLOGGERS
FASHION EDITORS
FASHION MEDIA
MOTHER INFLUENCERS
SHOPPING BLOGGERS
OFFICIAL CUSTOMER SUPPORT SERVCES
ONLINE PRODUCT DISTRIBUTION FROM AUTHORIZED
RESELLERS
USER ENGAGEMENT ON BRAND’S SOCIAL MEDIA
VISIBILITY OF BRAND’S CHINESE RETAIL STORES ON
ONLINE CHANNELS
Bomoda then outlines the
key tactics, ranked in order
of importance, that
constitute each driver.
Each driver of business
outcomes is listed to the
left.
REPORT (3/3)

DRIVING
BUSINESS
OUTCOMES
CHINA LUXURY BLUEPRINT 05 2015
EXAMPLE: DRIVING PURCHASE IN SOUTH KOREA

HOW TO READ THE FOLLOWING PAGES
This is the specific Business
Outcome (based on our survey
results) that we modeled our
empirical data against
These are the
categories (rank-
ordered in level of
importance) of
digital levers that had
the highest impact
on driving this
specific outcome
BUSINESS OUTCOMES
We ranked the brands’ performance
based on this specific business
outcome (data derived from our
proprietary survey)

RETAIL PURCHASES IN INTERNATIONAL CHANNELS:
SOUTH KOREA
BUSINESS OUTCOMES
BOMODA BLUEPRINT SERIES: CHINA LUXURY / PREMIIUM REPORT / MAY 2015 / PAGE 12
1.
PROENZA
SCHOULER
24. MAX MARA
2. JIMMY CHOO 27. GIVENCHY
2. MONCLER 28. PRADA
4. CELINE 29. LOUIS VUITTON
5.
STELLA
MCCARTNEY
30. BALENCIAGA
6. KENZO 31. TORY BURCH
7. MIU MIU 31. ROGER VIVIER
8.
CHRISTIAN
LOUBOUTIN
31. OSCAR DE LA RENTA
8.
ROBERTO
CAVALLI
34. DOLCE & GABBANA
10. CHLOE 35. BOTTEGA VENETA
11. BULGARI 36. CARTIER
12. BALMAIN 37. VALENTINO
13. MICHAEL KORS 38. GIORGIO ARMANI
14. FENDI 39. TOM FORD
15. HERMES 39. MARC JACOBS
16. GUCCI 41. COACH
17. LOEWE 42. TIFFANY
18. CHANEL 43. RALPH LAUREN
19.
ERMENEGILDO
ZEGNA
43. HUGO BOSS
20. DIOR 45. KATE SPADE
21.
ALEXANDER
WANG
46. TOD'S
21. 3.1 PHILLIP LIM 47.
ALEXANDER
MCQUEEN
23. VERSACE 48. BURBERRY
24. SAINT LAURENT 49.
SALVATORE
FERRAGAMO
24. BALLY 50. MULBERRY
Within their international retail purchases,
which brands have the highest percentage
of their sales in South Korea?
Brands in Grey color have small samples
What factors drive the outcome?
1 Brand Coverage on Fashion PR
2 Visibility of Brand Chinese Retail Stores on Online
Channels
3 Online Search Volume for the Brand
4 User Engagement on Brand's Social Media
5 Brand Investment in Digital Assets
6 Consumer Purchase Demand for Brand on Chinese
Platforms
7.  Consumer Engagement with Brand
on Video Platforms
8.  Consumer Discussion of Brand on
Fashion BBS
9.  Consumer Questions about Brand
on Q&A Platforms
10.  Consumer Discussion about Brand
on BBS
11.  Impact on Brand by Beauty
Influencers
12.  Impact on Brand by Celebrity
Influencers
13.  Brand Investment in Search
Channels (Paid and Organic)
14.  Official Customer Support Services
15.  Consumer Reviews of Brand's
Chinese Retail Store Experience
16.  Impact on Brand by Shopping
Bloggers
17.  Consumer Engagement with Brand
on Key Social Apps
18.  Brand Website Metrics in China
19.  Effect on Brand by Mother
Influencers
20.  Impact on Brand by Fashion
Bloggers
21.  Online Product Distribution from
Authorized Resellers
22.  Brand Investment in Chinese Social
Media
23.  Impact on Brand by Fashion Editors
24.  Brand Visibility on Shopping-Oriented
Platforms
25.  Consumer Engagement with Brand on
Travel Sites
26.  Mandarin Ecommerce Experience on
Brand Website
27.  Degree of Mandarin UX on Brand-
Owned Digital Assets
28.  Impact on Brand by Fashion Media

BRAND COVERAGE ON FASHION PR
CATEGORY DRIVER
What are the
top 12
digital media and
PR platforms
driving purchases
and brand
awareness?
Total mentions of brand name within…
1.  Aili
2.  PCLady
3.  Yoka
4.  Trends.com.cn
5.  Livemook
6.  Baidu News
7.  HiChic
8.  Elle China
9.  Fenghuang Shishang
10.  GQ China
11.  Haibao
12.  Rayli
Deﬁnition Coverage of the brand on inﬂuential online PR in fashion trends,
editorial, and/or female-oriented lifestyle media
KEY DIGITAL TACTICS

BRAND DIGITAL
DATA DIGEST
BOMODA
THIS IS PROVIDED AS A SORTABLE, EASY-
TO-DIGEST SPREADSHEET FOR ALL 50
BRANDS COVERING 350+ DATAPOINTS PER
BRAND
EXAMPLE: STELLA MCCARTNEY DATA

BRAND DIGITAL DATA DIGEST
STELLA MCCARTNEY
Data Category Name of Data Point Tracked Stella McCartney
AssetLocalization
Branding
Has official Chinese mobile app No
Has official mobile-optimized Chinese website Yes
Has official Chinese name Yes
Has official Chinese language website Yes
Has official Chinese website: with dedicated domain (ending in .cn or .com.cn) Yes
Has official Chinese website: not a dedicated domain (not ending in .cn or .com.cn) No
Chinese website has ICP (Internet Content Provider) certificate Yes
Has official English website Yes
Has official mobile-optimized English website Yes
Customer
Service
Has Chinese FAQ (Frequently Asked Questions) for official ecommerce Yes
Chinese website: provides live chat service No
Chinese website: number of hours each week for live chat service N/A
English website: provides customer service email Yes
English website: provides customer service phone number Yes
English website: provides live chat service No
English website: number of hours for live chat service N/A
Ecommerce
Official ecommerce: accepts AliPay Yes
Official ecommerce: accepts Chinese billing address Yes
Official ecommerce: accepts payment on delivery Yes
Official ecommerce: accepts Paypal Yes

AssetLocalization
Ecommerce
Official ecommerce: accepts China Union Pay Yes
Official ecommerce: minimum days for delivery to China 11
Official ecommerce: maximum days for delivery to China 15
Official ecommerce: option to pay duties on delivery No
Official ecommerce: option to prepay duties during checkout Yes
Official ecommerce: final checkout price given in RMB Yes
Official ecommerce to China: average price markup is 0-5% No
Official ecommerce to China: average price markup is 11-20% Yes
Official ecommerce to China: average price markup is over 35% No
Official ecommerce to China: product price is displayed in RMB Yes
Official Chinese site: offers ecommerce to China Yes
Official English site: offers ecommerce to China N/A
Has an official Tmall store No
Website
Experience
Chinese website: load time for homepage in China 1.5
Chinese website: load time for product page in China 4.2
Automatic redirect to Chinese website based on Chinese IP No
Number of Chinese social media sharing options on official website 3
Quality of translation on official Chinese website
Poor - High volume
of untranslated
content
Quality of optimization on official Chinese mobile-optimized website
Poor - Translation of
only Navigation
STELLA MCCARTNEY

Data Category Name of Data Point Tracked
Stella
McCartney
ConsumerInterest
Brand
Search
Baidu Baike: number of shares per view of brand profile 0.0018
Baidu Baike: number of times brand profile has been shared 167
Baidu Baike: profile has been updated in 2015 No
Baidu Baike: number of profile views 91,995
Baidu mobile and desktop search index: Chinese brand name search 0
Baidu desktop search index: Chinese brand name search 0
Baidu desktop search index: English brand name search 562
Baidu desktop search index: English and Chinese brand name search (combined) 562
Baidu mobile and desktop search index: English brand name search 1,224
Baidu mobile search index: Chinese brand name search 0
Baidu mobile search index: English brand name search 662
Baidu mobile search index: English and Chinese brand name search (combined) 662
Baidu mobile and desktop search index: English and Chinese brand name search (combined) 1,224
Haosou search index: brand name in Chinese N/A
Haosou search index: brand name in English 194
Sogou search index: brand name in Chinese 0
Sogou search index: brand name in English 2
Alexa: traffic directed from search results to official Chinese website (number of visits) N/A
Alexa: % of traffic from search to official Chinese website N/A
SimilarWeb: traffic from search to official Chinese website (number of visits) 544
SimilarWeb: % of traffic from search to official Chinese website 9.1%
Weibo Search Index: monthly average for brand name 1,456
Weibo Search Index: monthly maximum for brand name 3,214
STELLA MCCARTNEY

ConsumerInterest
Brand
Website
Alexa: popularity ranking within China of official Chinese website N/A
Alexa: popularity ranking globally of official Chinese website 2,287,374
Alexa: bounce rate of official Chinese website N/M
Alexa: estimated Daily IP for official Chinese website 900
Alexa: pageviews/visits for official Chinese website 3
Alexa: average time on site for official Chinese website (minutes : seconds) 2:12
SimilarWeb: bounce rate of official Chinese website 42.9%
SimilarWeb: direct traffic to official Chinese website 4,199
SimilarWeb: % of direct traffic to official Chinese website 70.0%
SimilarWeb: referral traffic to official Chinese website 941
SimilarWeb: % of referral traffic to official Chinese website 15.7%
SimilarWeb: estimated monthly traffic to official Chinese website 6,000
SimilarWeb: pageviews per visit to official Chinese website 5.16
SimilarWeb: average time on site of official Chinese website (minutes : seconds) 6:37
SimilarWeb: popularity ranking within China of official Chinese website N/M
SimilarWeb: popularity ranking globally of official Chinese website 1,998,631
STELLA MCCARTNEY

ConsumerInterest
Conversion
55Haitao: estimated number of successful completed orders on English site N/A
JD.com: number of reviews for top 60 brand-related products 0
Secoo: number of brand-related products for sale 72
Suning: number of reviews for top 60 brand-related products N/A
Taobao: number of resellers of brand-related products 219
Taobao: number of brand-related products for sale 14,100
Taobao: average number of purchases of best-selling brand-related products 287
Taobao: total number of purchases of best-selling brand-related products 13,212
Taobao: average number of reviews of best-selling brand-related products 402.6
Taobao: total number of reviews of best-selling brand-related products 17,716
Tmall: average number of purchases of top 60 best-selling brand-related products 0
Tmall: total number of reviews of top 60 best-selling brand-related products 0
YHD: total number of reviews of top 80 best-selling brand-related products N/A
STELLA MCCARTNEY

ConsumerInterest
Social
Consumer
Response
Official WeChat: average likes for each post 4
Official WeChat: average views for each post 778
Official WeChat: total likes 40
Official WeChat: total article views 7,005
Official Weibo: average comments per post in 2014 Q4 12
Official Weibo: average likes per post in 2014 Q4 38
Official Weibo: average reposts per post in 2014 Q4 40
Official Weibo: average comments per post in 2015 Q1 4
Official Weibo: average likes per post in 2015 Q1 15
Official Weibo: average reposts per post in 2015 Q1 10
Official Weibo: average comments per post within the last 100 posts 5
Official Weibo: average likes per post within the last 100 posts 24
Official Weibo: average reposts per post within the last 100 posts 10
Official Weibo: fan count 35,983
Official Weibo: average sum of engagement within the last 100 posts 38
Official Youku account: fan count 16
Official Youku account: total views 10,888
Official Youku account: average views per video 130
Official Douban site: visitors N/A
Official Douban site: followers N/A
STELLA MCCARTNEY

DigitalInvestments
Online
Distribution
5Lux: number of brand-related products for sale 25
Baidu Weigou: number of brand-related products for sale 218
Baidu Weigou: number of ecommerce platforms selling the brand's products 6
JD.com: number of brand-related products for sale 1,834
Shangpin: number of brand-related products for sale 28
Suning: number of brand-related products for sale 0
Tmall: number of brand-related products for sale by all sellers 1,343
Tmall: total number of distributors for brand-related products 5
Xiu.com: number of brand-related products for sale 272
YHD: number of brand-related products for sale 0
Yintai: number of brand-related products for sale 117
Zhenpin: number of brand-related products for sale 24
Online PR
Aili: total mentions of brand name 94
Baidu News: total mentions of brand name within article content 18,700
Baidu News: total mentions of brand name within article title 3,440
Elle China: total mentions of brand name 49
Fenghuang Shishang: total mentions of brand name 662
GQ China: total mentions of brand name 27
Haibao: total mentions of brand name 1,454
HiChic: total mentions of brand name 1
Livemook: total mentions of brand name 89
YXLady: total mentions of brand name in the last month 83
PCLady: total mentions of brand name 111
Rayli: total mentions of brand name 2,275
Self.com.Chinese: total mentions of brand name 223
Trends.Chinese: total mentions of brand name 685
Vogue China: total mentions of brand name 462
Yoka: mentions of brand name with celebrity-related content 1
Yoka: total mentions of brand name 1,970
STELLA MCCARTNEY

DigitalInvestments
Search Engine
Performance
Has Baidu Brandzone on mobile: when searching Chinese name No
Has Baidu Brandzone on mobile: when searching English brand name No
Has Baidu Brandzone on desktop: when searching Chinese brand name No
Has Baidu Brandzone on desktop: when searching English brand name No
Baidu organic ranking on desktop: 1st result when searching Chinese brand name No
Baidu organic ranking on desktop: 1st result when searching English brand name No
Baidu organic ranking on mobile: 1st result when searching Chinese brand name No
Baidu organic ranking on mobile: 1st result when searching English brand name Yes
Baidu organic ranking on desktop: in 1st page when searching Chinese brand name 1
Baidu organic ranking on desktop: in 1st page when searching English brand name 3
Baidu organic ranking on mobile: in 1st page when searching Chinese brand name 1
Baidu organic ranking on mobile: in 1st page when searching English brand name 3
Baidu organic ranking on desktop: in top 3 results when searching Chinese brand name 0
Baidu organic ranking on desktop: in top 3 results when searching English brand name 0
Baidu organic ranking on mobile: in top 3 results when searching Chinese brand name 0
Baidu organic ranking on mobile: in top 3 results when searching English brand name 1
Has Baidu Baike profile Yes
Baidu Brandzone: includes customer service phone number N/A
Has Haosou Direct: when searching Chinese brand name No
Has Haosou Direct: when searching English brand name No
Baidu Brandzone: number of links within Brandzone N/A
Brand Initiated
Social
Douban: has account No
Tudou: has account No
WeChat: has service account No
WeChat: has verified service account N/A
WeChat: has subscription account Yes
WeChat: average number of posts per month by verified account (service or subscription) 9
WeChat: has verified subscription account Yes
Weibo: has verified account Yes
Weibo: has account Yes
Weibo: number of posts in 2014 Q4 116
Weibo: number of posts in 2015 Q1 86
Weibo: average posts per month in 2014 Q4 39
Weibo: average posts per month in 2015 Q1 29
Weibo: total number of posts in history 938
Weibo: total number of posts in last month 31
Youku: has account Yes
Youku account: number of videos 84
STELLA MCCARTNEY

InfluencerEffect
Beauty
Total brand mentions by Beauty KOLs 3
Average brand mentions by Beauty KOLs per month 1
Total brand impressions from Beauty KOL brand mentions 513,081
Average monthly brand impressions from Beauty KOL brand mentions 85,514
Average number of reposts per brand mention by Beauty KOLs 458
Average number of comments per brand mention by Beauty KOLs 116
Average number of likes per brand mention by Beauty KOLs 898
Total reposts of Beauty KOL posts that mention the brand 1,375
Total comments of Beauty KOL posts that mention the brand 348
Total likes of Beauty KOL posts that mention the brand 2,693
Celebrity /
Model
Total brand mentions by Celeb/Model KOLs 11
Average brand mentions by Celeb/Model KOLs per month 1.83
Total brand impressions from Celeb/Model KOL brand mentions 58,073,687
Average monthly brand impressions from Celeb/Model KOL brand mentions 9,678,948
Average number of reposts per brand mention by Celeb/Model KOLs 266
Average number of comments per brand mention by Celeb/Model KOLs 209
Average number of likes per brand mention by Celeb/Model KOLs 605
Total reposts of Celeb/Model KOL posts that mention the brand 2,921
Total comments of Celeb/Model KOL posts that mention the brand 2,304
Total likes of Celeb/Model KOL posts that mention the brand 6,653
Fashion Blogger
Total brand mentions by Fashion Blogger KOLs 15
Average brand mentions by Fashion Blogger KOLs per month 3
Total brand impressions from Fashion Blogger KOL brand mentions 12,551,617
Average monthly brand impressions from Fashion Blogger KOL brand mentions 2,091,936
Average number of reposts per brand mention by Fashion Blogger KOLs 159
Average number of comments per brand mention by Fashion Blogger KOLs 147
Average number of likes per brand mention by Fashion Blogger KOLs 435
Total reposts of Fashion Blogger KOL posts that mention the brand 2,392
Total comments of Fashion Blogger KOL posts that mention the brand 2,200
Total likes of Fashion Blogger KOL posts that mention the brand 6,528
STELLA MCCARTNEY

InfluencerEffect
Fashion Editor
Total brand mentions by Fashion Editor KOLs 8
Average brand mentions by Fashion Editor KOLs per month 1
Total brand impressions from Fashion Editor KOL brand mentions 4,721,958
Average monthly brand impressions from Fashion Editor KOL brand mentions 786,993
Average number of reposts per brand mention by Fashion Editor KOLs 47
Average number of comments per brand mention by Fashion Editor KOLs 20
Average number of likes per brand mention by Fashion Editor KOLs 55
Total reposts of Fashion Editor KOL posts that mention the brand 376
Total comments of Fashion Editor KOL posts that mention the brand 157
Total likes of Fashion Editor KOL posts that mention the brand 436
Fashion Media
Total brand mentions by Fashion Media KOLs 83
Average brand mentions by Fashion Media KOLs per month 14
Total brand impressions from Fashion Media KOL brand mentions 104,941,664
Average monthly brand impressions from Fashion Media KOL brand mentions 17,490,277
Average number of reposts per brand mention by Fashion Media KOLs 137
Average number of comments per brand mention by Fashion Media KOLs 65
Average number of likes per brand mention by Fashion Media KOLs 217
Total reposts of Fashion Media KOL posts that mention the brand 11,353
Total comments of Fashion Media KOL posts that mention the brand 5,386
Total likes of Fashion Media KOL posts that mention the brand 18,050
Mom/Baby
Total brand mentions by Mommy KOLs 0
Average brand mentions by Mommy KOLs per month 0
Total brand impressions from Mommy KOL brand mentions N/A
Average monthly brand impressions from Mommy KOL brand mentions N/A
Average number of reposts per brand mention by Mommy KOLs N/A
Average number of comments per brand mention by Mommy KOLs N/A
Average number of likes per brand mention by Mommy KOLs N/A
Total reposts of Mommy KOL posts that mention the brand N/A
Total comments of Mommy KOL posts that mention the brand N/A
Total likes of Mommy KOL posts that mention the brand N/A
STELLA MCCARTNEY

InfluencerEffect
Shopping/
Deals
Total brand mentions by Shopping KOLs 30
Average brand mentions by Shopping KOLs per month 5
Total brand impressions from Shopping KOL brand mentions 5,381,452
Average monthly brand impressions from Shopping KOL brand mentions 896,909
Average number of reposts per brand mention by Shopping KOLs 13
Average number of comments per brand mention by Shopping KOLs 13
Average number of likes per brand mention by Shopping KOLs 17
Total reposts of Shopping KOL posts that mention the brand 393
Total comments of Shopping KOL posts that mention the brand 384
Total likes of Shopping KOL posts that mention the brand 503
OnlineDiscussion
Fashion BBS/
Forums
55BBS: total user mentions of brand name 879
MpLife BBS: total user mentions of brand name 0
OnlyLady BBS: total user mentions of brand name 8
PCLady BBS: total user mentions of brand name 135
Yoka BBS: total user mentions of brand name 50
Trends.com BBS: total user mentions of brand name 415
Haitao/
Shopping/
Deals
Platforms
BBS/Forums
55Haitao: total comments on recent brand-related deals N/A
55Haitao: total likes on recent brand-related deals N/A
55Haitao: total brand-related deals posted 0
55Haitao: total user mentions about the brand 3
Etao: number of brand-related products for sale 11,000
Haitaozhijia: total mentions of brand name 0
Metao: number of brand-related products for sale 0
55Haitao: brand's English website offers rebates No
Ebates: brand's English website offers rebates No
Extrabux: brand's English website offers rebates No
Mr.Rebates: brand's English website offers rebates No
STELLA MCCARTNEY

OnlineDiscussion
Haitao/
Shopping/
Deals
Platforms
BBS/Forums
YMatou: number of brand-related products for sale 2
55Haitao: number of followers for brand page N/A
DealAM: total brand-related deals posted 4
Dealmoon: average number of bookmarks in recent posts 13
Dealmoon: average number of comments about the brand in recent posts 7
Dealmoon: average number of likes in most recent posts 1
SMZDM: total number of comments about the brand in recent posts 303
SMZDM: total number of likes about the brand in recent posts 719
SMZDM: total mentions within "Haitao" section 20
SMZDM: total mentions within "shopping sharing" section 2
Mass BBS/
Forums
Baidu Tieba: has a dedicated brand forum Yes
Baidu Tieba: number of posts within dedicated brand forum 13,887
Baidu Tieba: total number of user mentions 9,257
Sohu BBS: total brand-related mentions within 1 year 13
Sohu BBS: average mentions in each category within 1 year 1
Sohu BBS: total mentions (all time) 1,695
Sohu BBS: average mentions in each category (all time) 170
Tianya BBS: number of threads with brand mentioned in the thread title 113
Tianya BBS: number of posts across threads with brand mentioned in the thread title 22
Tianya BBS: total number of brand-related mentions 1,651
Xicihutong BBS: total number of brand-related mentions 50
Q&A
Baidu Answers: number of mentions in the last month 8
Baidu Answers: number of mentions within 1 year 97
Baidu Answers: number of mentions for all time 265,895
STELLA MCCARTNEY

OnlineDiscussion
Social Platforms
Baidu Videos: number of videos with brand name 2,127
Douban: number of followers across all user-generated groups 389
Douban: number of user-generated groups 2
IN App: has brand fan pages Yes
IN App: number of fans across brand pages 200
IN App: number of brand-related images 912
LittleRedBook App: average number of comments for posts mentioning the brand 17
LittleRedBook App: average number of likes for posts mentioning the brand 232
Meilishuo: number of brand-related products for sale 1,143
Meipai: average comments across the last 24 videos mentioning the brand 16
Meipai: average likes across the last 24 video mentioning the brand 200
Mogujie: number of brand-related products for sale 0
Nice App: has brand fan page Yes
Nice App: number of fans on brand fan page 5,106
Nice App: number of users that tagged the brand 1,576
Nice App: number of images with brand tagged 2,591
Celebrity Closet App: number of brand fans 871,454
WeChat: mentions by public accounts in the last month 1,328
WeChat: mentions by public accounts in the last week 432
Weibo: number of brand mentions by verified user accounts 87,871
Weibo: number of brand-related organic posts by users 484,507
Weibo: total brand mentions by users 1,916,685
Tourism
Baidu Travel Youji: total brand mentions 2
Ctrip BBS: total brand mentions 7
Mafengwo Youji: total mentions of brand name 13
Qyer: brand mentions within "trip planning" section 2
Qyer: total brand mentions 19
Tuniu BBS: total brand mentions 0
Video Websites
Ku6: total number of videos with brand name in the title 224
Ku6: total views of top 5 most viewed videos with brand name in the title 3,449
Tudou: total number of videos with brand name in the title 455
Tudou: total views of top 5 most viewed videos with brand name in the title 174,275
Youku: total number of videos with brand name in the title 345
Youku: total views of top 5 most viewed videos with brand name in the title 158,773
STELLA MCCARTNEY

OnlinetoOffline
Customer
Service
Baidu customer service listing: Chinese brand name search No
Baidu customer service listing: English brand name search No
Official mobile-optimized Chinese website has click to call function Yes
Dianping: average number of reviews for Beijing stores 5
Dianping: average number of reviews for Chengdu stores 3
Dianping: average number of reviews for Guangzhou stores N/A
Dianping: average number of reviews for Hangzhou stores N/A
Dianping: average number of reviews for Shanghai stores 1.7
Dianping: average number of reviews for Shenzhen stores N/A
Dianping: average star rating for Beijing stores 3.5
Dianping: average star rating for Chengdu stores 3.5
Dianping: average star rating for Guangzhou stores N/A
Dianping: average star rating for Hangzhou stores N/A
Dianping: average star rating for Shanghai stores 3.4
Dianping: average star rating for Shenzhen stores N/A
Customer
Service
Brand Site: number of clicks from homepage to page with detailed store info 4
Baidu Maps: number of store listings in China 11
Baidu Maps: number of provinces with stores in China 4
Dianping: number of official retail listings in Beijing 2
Dianping: number of official retail listings in Chengdu 1
Dianping: number of official retail listings in Guangzhou 0
Dianping: number of official retail listings in Hangzhou 0
Dianping: number of official retail listings in Shanghai 4
Dianping: number of official retail listings in Shenzhen 0
Sogou Maps: number of store listings in China 7
Brand website: total number of retail stores listed in China (excluding HK) 6
Brand website: number of retail stores listed in Beijing 3
Brand website: number of retail stores listed in Shanghai 2
Brand website: number of retail stores listed in China (excluding Beijing, Shanghai and HK) 1
Brand website: number of retail stores listed in Hong Kong 4
STELLA MCCARTNEY

BRAND-LEVEL
SURVEY
PERFORMANCE
EXAMPLE: SAINT LAURENT PURCHASERS

18-24
25-29
30-44
35-44
45+
SAINT LAURENT
BRAND-LEVEL SURVEY RESULTS
SAINT LAURENT (1/3)
Brand performance snapshot (compared to all respondents, N=2,268)
Who are the buyers/receivers? Proﬁle of the brand’s buyers and receivers (n=165)
AGE
BRAND
AWARENESS
47%
AVG
32.8
PERCEPTION
AS LUXURY
7.56
RESIDENCE!
17% BEIJING
23% SHANGHAI
12% GUANGZHOU
48% OTHER
DEVICES OWNED!
97% SMARTPHONE
21% FEATURE PHONE
77% TABLET
82% LAPTOP
79% DESKTOP
DIGITAL ACTIVITY (used at
least twice per week)!
83% BAIDU
71% WEIBO
88% WECHAT
64% YOUKU
33% DOUBAN
27% BULLETIN BOARDS
39% REVIEW SITES
PURCHASED (P12M*) 5%
PURCHASED OR RECEIVED AS GIFT (P12M) 7%
PURCHASE INTENT (N12M*) 8%
GENDER!
47% 53%
FAMILY STATUS
84% MARRIED!
62% HAVE CHILDREN!
SMARTPHONE BRAND
OWNED
29% APPLE
32% SAMSUNG
16% HUAWEI
12% MI
8% OTHER
OUT OF 10
AVERAGE ANNUAL
HOUSEHOLD INCOME
CNY ¥619,752
USD $99,960
EUR €92,500
P12M means “Past 12 Months” and N12M means “Next 12 months”
Note: Exchange rate used: 1 USD = 6.2 RMB, 1 EUR = 6.7 RMB

SAINT LAURENT
18%!
31%!
56%!
33%!
32%!
ALIPAY
CASH
CREDIT CARD
CHINA UNION
PAY
DEBIT CARD
Where?
Which region/country did the consumer
buy from when traveling abroad (in-store
only)?
32%!
11%!
7%!
19%!
14%!
15%!
1%!
AUTHENTICITY
CONVENIENCE
PRESTIGE OF
LOCATION
PRICE
PRODUCT VARIETY
QUALITY OF SERVICE
OTHER
How?
What payment methods did the consumer use?
Why?
What was the primary factor driving the
purchase decision for speciﬁc channels?
41%!
31%!
17%!
AUTHORIZED
RESELLER
BRAND-OWNED
CHANNEL
DAIGOU (UNAUTH.
RESELLER)
Did the consumer use an intermediary or
buy directly from a brand-owned channel?
Did the consumer buy online or in-store at a retail
location? In China or outside China abroad?
Note: Many of these graphs do not add up to 100% due to multiple choice options
*SE Asia includes: Singapore, Malaysia, and Thailand
**Other includes “Do not know” or “do not recall”
SAINT LAURENT (2/3)
22%!
47%!
31%!
22%!
20%!
24%!
27%!
4%!
EUROPE
HONG KONG
JAPAN
S. KOREA
SE-ASIA*
TAIWAN
USA
OTHER
27%!
38%!
20%!
27%!
30%!
ECOMMERCE: CHINA
IN-STORE: CHINA
ECOMMERCE:
ABROAD
IN-STORE: ABROAD
DUTY FREE
N = 165

SAINT LAURENT
Primary rationale for purchase decision within each purchase channel
SAINT LAURENT (3/3)
China Outside China
All Ecommerce In-store Ecommerce In-store Duty Free
Number of buyers/receivers 165 44 63 33 45 50
Authenticity 32% 23% 33% 39% 36% 32%
Convenience/Speed 11% 11% 10% 9% 7% 20%
Prestige Because of Location 7% 5% 8% 9% 11% 4%
Price 19% 25% 14% 21% 22% 16%
Product Variety/Availability 14% 25% 16% 9% 9% 10%
Quality of Service/Experience 15% 7% 19% 12% 16% 18%
Other* 1% 5% 0% 0% 0% 0%
China Outside China
All Ecommerce In-store Ecommerce In-store Duty Free
Number of buyers/receivers 165 44 63 33 45 50
Alipay 18% 52% NA 21% NA NA
Cash 31% NA 37% NA 24% 34%
Credit 56% 25% 24% 52% 51% 54%
China Union Pay 33% 27% 27% 24% 18% 20%
Debit 32% 25% 33% 15% 18% 14%
Other* 2% 0% 0% 6% 0% 2%
Payment method within each channel (multiple options allowed)
Note: An individual purchaser could have bought the same brand in multiple locations
Percentages within each column of the “Payment Method” table will not add up to 100% due to multiple selection options
*Other includes “do not know”

ABOUT BOMODA

Our Vision
CREATE A TRANSPARENT VIEW OF
THE CONSUMER IN THE WORLD’S
MOST COMPLEX MARKETS
Bomoda was founded on the belief that global brands can
build more meaningful relationships with their customers in
emerging markets through better intelligence. Our thesis is
straightforward:
•  Many brands over rely on their understanding of how
consumers behave in Western markets in executing their
emerging market strategy
•  Many brands have a difficult time leveraging complex and
foreign digital landscapes to activate the global consumer
•  Divergent data sources make it difficult to generate an
informed and flexible plan
Bomoda helps brands connect the dots. Using a proprietary
mix of data science and human curation, BOMODA provides
leading brands with a new level of transparency into what
drives customer behavior around the world. We unite
disparate data sources to improve customer understanding,
market strategy and business execution.

MANAGEMENT TEAM
BRIAN BUCHWALD, CEO and Co-Founder
Brian co-founded Bomoda in 2012 after spending over 15 years
focused on advertising technology, digital media and mobile solutions
with notable companies like NBC Universal and DoubleClick. As an
Executive Vice President at NBC, Brian helped oversee the creation of
Hulu and he led the NBC operations of the joint venture from
conception through its beta launch. Brian began his career as an
investment banker in Silicon Valley at Morgan Stanley. He holds a BA
from Dartmouth College.
SUKI SUN, Co-Founder
Suki co-founded Bomoda in 2012. She has more than 13 years of
executive experience with industry-leading fashion and lifestyle media
brands and in digital PR. Prior to Bomoda, Suki served as Editor-in-
Chief of TimeOut Shanghai and as the Executive Editor-in-Chief of
Seventeen Magazine China and Features Editor of Elle China. Suki
began her career advising various consumer brands on their
advertising and communications efforts in China as a Senior Account
Executive at Edelman China. She holds a BA from Fudan University in
Shanghai.
BRAD WOOD
Brad has 13 years of entrepreneurial and leadership experience
providing data-driven, strategic insights to International businesses
across a wide variety of industries. Brad co-founded a marketing
insights business in 2003 called Clear Horizons which was sold to
YouGov, a publicly traded global market research firm, in 2009. As a
Principal in the U.S. Custom Research business at YouGov, he spent 6
years working with executives at leading brands like Expedia, Netjets,
Panasonic, Pepsi, and Bloomberg to solve critical business issues. Brad
holds a BA in East Asian Studies from Princeton University.
JESSICA YAO
Jessica has spent her career focused on digital marketing for the China luxury
and retail market. She specializes in unearthing market and brand-specific
trends and creating actionable analysis from those trends. Prior to Bomoda,
Jessica oversaw strategic services at Morpheus Media for clients entering China
with a primary interest in social media, search optimization, digital content
marketing and international marketing strategy. Her client roster included
luxury brands from LVMH and Gucci Group, to contemporary labels. Jessica
holds a BA degree from the University of Illinois.
IRIS YEN
Iris has spent over a decade in strategy consulting, marketing and digital
solutions. Prior to Bomoda, she worked at McKinsey & Co. where she delivered
many successful client engagements for enterprise clients. Iris also worked at
Rosetta/Publicis Groupe, where she leveraged the Company’s proprietary
algorithm to provide data-driven consumer insights to numerous companies.
She received her BA/BS degrees from the University of Pennsylvania, and her
JD-MBA from Northwestern University School of Law and Kellogg School of
Management.
SIWEI ZHU
Siwei Zhu is an expert in the field of Chinese consumer behavior, innovation
and digital trends. He co-authored the book Swindlers, Fools and Maniacs
(published in April 2015), in which he discusses the rational and irrational
financial behavior of Chinese investors. Siwei previously worked for CCTV, the
largest national television network in China, where he developed a deep
understanding of consumer behavior and trends through audience surveys. He
received his B.S. in Electrical and Information Engineering from Beijing
Information Science Technology University, and a M.S. in Information Systems
from NJIT. ”He is a PhD candidate in Innovation Management at Stevens
institute of Technology.
ABOUT BOMODA

OUR SUPPORTING SERVICES
CONTENT
Bomoda’s content team leverages our data and decades of journalistic
experience to aid clients in the development, deployment and management
of content across digital platforms.
ABOUT BOMODA
DATA
Our data services complement our Blueprints by providing custom data
collection for clients and key competitors at a higher frequency, custom
econometric models, and collection of non-traditional sources,. This can
include the integration and modeling of proprietary client data.
STRATEGY
Bomoda’s strategy work builds upon our data collection and analysis to
provide unique leverage for our clients in such areas as market entry,
competitive landscapes, addressable market sizing, etc.

Contact Us For more information, please contact us:
(888) 266-4394
info@bomoda.com
Bomoda U.S. HQ:
33 West 17th
5th Floor
New York, NY 10011
www.bomoda.com

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