Fabernovel, the global innovation agency operating in Europe, US and China, is pleased to share its latest in-depth study analyzing Overseas Chinese Residents, “The hidden consumption force”.

1. Overseas Chinese Residents
The Hidden
Consumption Force
Insight Report, Nov 2019

2. FOREWORD
Fabernovel is pleased to share this comprehensive and in depth study
on overseas Chinese residents, analyzing brand immersion strategies
designed to reach out and effectively engage with this untapped
community based niche market.
Our latest estimation reveals that close to 70 million residents outside of
China are identified as Chinese, or as maintaining some percentage of
Chinese origin. Further evidence indicates that this community possesses
strong purchasing power, and plays an increasingly vital role in
influencing China’s domestic market. In short, this segment has evolved
as a key demographic for brands in diverse markets that are usually
under-represented in local brand strategies.
In this study, we aim to demystify the concept of overseas Chinese
residents who may be living in two spheres of consumer influence
(Western and Chinese), and thereby showcase effective approaches
designed to engage with this indice.
Accordingly, we hope to provide some key insights to help brands better
develop strategies which proactively target, recruit, retain, and serve this
powerful, and intelligent niche population.
Patrice Nordey
APAC CEO, Fabernovel
2

3. 1 The Untapped Market
3

4. The strong identity of Chinese residents across the world
San Francisco’s Chinatown is one of the oldest
Chinatowns in North America. It’s also
renowned as a major tourist attraction,
drawing more and more visitors each year than
the Golden Gate Bridge. The even greater
significance is its symbolic impact on the US
history and culture in relation to ethnic
Chinese Immigrants in North America.
Milan Chinatown is considered by many to be
the oldest and largest Chinese neighborhood in
Italy. This pedestrian district radiates from Via
Paolo Sarpi and across to nearby Via Bramante,
Via Aleardi and Via Niccolini and thereby
forming a Chinese city within a city.
As early as the 1860s, the Melbourne
Chinatown had grown to include the Little
Bourke Street clubrooms, as well as further
extending along little Bourke Street between
Swanston Street and Spring Street. And with
this meticulous expansion, the community has
now evolved into one of the longest continuous
Chinese settlements in the western world.
San Francisco
Milan
Melbourne
4

5. Chinese residents radiate the Chinese roots to the western society
Australia
5Source: Australian Bureau of Statistics, 2017
The present size of Australia’s Chinese Community is
now over 1.2 million.
Closely following English, the Mandarin has now
become the 2nd most actively utilized language in
Australia.
Around 2.5% of the population in Australia is
utilizing Mandarin for basic family interaction, and
general communication.
Approximately⅓ of Australia’s international student
population are from China.
The journey of Chinese residents in Australia essentially began
in 1818. With over 200 years of active presence, the Chinese
Australian community had brought s strong and fruitful
influence on the evolution of contemporary Australian society.

6. Focus
Why are overseas Chinese
residents a crucial and
unneglectable consumer
force in foreign markets ?
6

7. A Huge Market with Steady Growth
Estimated Number of Overseas Chinese Residents
( Unit: Mn)
Outbound TravellerOverseas Chinese
While China’s strong international
presence and rapid economic
development may slow down the
migration rate…
…the estimated population
growth of overseas Chinese will
continue to follow a trend of
steady growth. This phenomenal
increase in numbers is projected
to reach 80 million by 2025.
What’s more, the outstanding size
of this market segment actually
surpasses the outbound travel
market.
1
2
3
Source: Ministry of Culture and Tourism of the People’s Republic of China; Zhuang Guotu, Historical Changes in Numbers and Distribution of Overseas Chinese in the World, 2012;
Fabernovel Analysis
7

8. Overseas Chinese Residents
are centralized in
the Metropolis
are digitized citizens
have a strong influence
on their home country
have tremendous
purchasing power
are a huge and steadily
growing community
8

9. They have strong purchasing power
By 2018, there were over 240,000
Chinese high networth individuals
that had moved, or were in the
process of moving overseas.
Chinese counts for two-thirds of
potential house buyers in the US
city of Palo Alto. Their real estate
investment in California reached
12.7 billion USD in 2016 alone.
Every year, overseas Chinese students
spend over 10.6 billion USD on leisure
and recreation. With fashion and
beauty consistently remaining at the
top of this category, it in fact
accounted for roughly 10% of total
outbound traveller spending in 2018.
Source: Quantitative analysis based on data from 2017 International Student Consumption Report, Hurun 2018 Investment Immigration Report, and US National Association of Realtors
9

10. They sweep global goods to China
U.S.
And on the same day at Saks Fifth Avenue in New York City, store revenue was surged to
nearly 40% as a result of active purchases specifically contributed by Chinese shoppers.
In fact, locally based Chinese residents and international students ‘swept’ through the
accessories section at Saks as these pieces were often considered as great gifts for friends
and family. The best part was that they had purchased in high numbers because the
items fit perfectly in luggage that was to be carried with them on their next trip back to
China.
During a Black Friday, Chinese shoppers
lined up in front of cashiers, each
purchasing nearly 10-20 luxury products
at Fashion Outlets of Chicago.
Fashion Outlets, Chicago Saks Fifth Avenue, New York City
Source: World Journal, 2015
10

11. They have strong influence on their home country
Daigou and key opinion leaders (KOLs)
residing overseas are powerful influencers.
Many of them have hundreds of thousands
of followers in China, and often become
better marketers than many brands’ own
in-house marketing teams.
Overseas Chinese residents are public relations
amplifiers.
In November 2018, a screenshot of Stefano
Gabbana’s controversial conversations on
Instagram was published on Weibo. This news
caused mass outrage in China followed by the
cancellation of an elaborate Dolce & Gabbana
fashion show in Shanghai. In addition the
brand’s products were immediately discontinued
by China’s major e-commerce platforms.
11

12. They amplify their social influence on the domestic market
France
a video of Chinese customers lining up outside of a
Balenciaga boutique in Printemps Paris and being
mistreated by mall security went viral on Chinese social
media platforms (Weibo and Zhihu), causing mass
outrage in China.
both Balenciaga and Printemps immediately
issued apologies through Weibo official accounts.
A population of over 300,000 Chinese Parisians can exert great
influence on the over 800 million Chinese domestic internet
consumers entrenched in China’s highly connected digital society. Any
PR crisis with overseas Chinese residents will often be amplified and
directly affect the China market.
April
252018
April
262018
April
282018
Balenciaga issued a second official apology on April 28.
From Balenciaga Official Weibo Account, April 2018
12

13. China received remittances of over USD
67 billion in 2018, and was the second
largest share of remittances worldwide
after India.
Source: The world bank, Record High Remittances Sent Globally in 2018; Statista Digital Market Outlook; Statista
41% of domestic Chinese consumers made cross-border
purchases at least once per month in 2018. The transaction
volume of China’s cross-border e-commerce is likely to
reach USD 1.78 trillion in 2020. The forecast of Retail e-
commerce sales in the United States is expected to reach
USD 604 billion in 2020.
The flow of money is tangible
13

14. 2
Demystifying Chinese
Overseas Residents
14

15. Who are they
Permanent
Residents
Temporary Residents
Over 6 months
Estimation based on Fabernovel Analysis
15

16. The three waves of immigration
1980s
1990s
2000s
16

17. Source: Population projection based on Canada 2016 Census, U.S. Department of Home Security: Study in the States, US 2017 Census, Australia 2016 Census,
Japan 2011 Census, New Zealand 2013 Census, France 2010 Census, UK 2008 Census, Germany 2016 Census, and Singapore 2015 Census.
Note: the graph shows a non-exhaustive list of locations for overseas Chinese.
Countries where most overseas Chinese are located in
1.8M
4.2M
630K
650K
210K
1.4M
152K
990K
Country and estimated population of Chinese residents
2.7M
17

18. Source: Population projection based on Canada 2016 Census, U.S. Department of Home Security: Study in the States, US 2017 Census, Australia 2016 Census,
Japan 2011 Census, New Zealand 2013 Census, France 2010 Census, UK 2008 Census, Germany 2016 Census, and Singapore 2015 Census.
Note: the graph shows a non-exhaustive list of locations for overseas Chinese.
Cities where most overseas Chinese are located in
Vancouver Toronto
New York
LA
SF Bay Area
Sydney
Melbourne
London
Proportion of overseas Chinese residents in the city
18

19. Portrait of typical overseas Chinese residents
~12% in Sydney
~7% in Melbourne
Young Professional Small Business OwnerInternational Student Affluent Investor
Consumer insights based on Fabernovel internal data and analysis. 19

20. YoungProfessional
Edward, 28 years old
#Millennial #Middle Class #Digital Savvy
Working for one of the world’s leading tech
companies in San Francisco, Edward is well-
educated and earns an annual income that can fuel
his aggressive and impulsive shopping pattern. He
and his peers are becoming the major consumer
force in the city.
I trust my favorite KOLs and
would buy what they
recommend.
Lifestyle
Demographic analysis based on data from USCIS, US Department of State, US Bureau of Labor Statistics. Consumer insights based on Fabernovel internal data.
“ ”
Counts for 8.4% of total
Chinese population in San
Francisco Bay Area
Earns 32.4% of the total
income of the typical
Chinese workforce in the
region
Digital Habits
56% Chinese Platforms Other Platforms 46%
Consumer Journey
Awareness Consideration Purchase Service Loyalty
Messaging Entertainment
News &
Information
Receives
recommendation
by KOLs on Bilibili Researches products
on SMZDM or RED
Checks out products in stores
when convenient
ONLINE 90%
OFFLINE 10%
Searches products
on Amazon or
image search on
Taobao
Pays with credit cards
and chooses same-day
delivery
Schedules one-day
delivery
Checks out product in stores
when convenient
Receives Amazon
email newsletters
Work Schedule
Hobbies
Value
Frequency of Travel
To China
Favorite Categories
of Leisure Spending
Flexible
Gym, Street Dancing
Smart Lifestyle
Once Every 2 Years
Entertainment, Travel,
Fashion
20

21. ONLINE 40%
OFFLINE 60%
Group chat with
friends on
WeChat
Capture deals
shared by friends
Researches the
product on RED
Visits offline malls or
outlets to check out
product
Ask family in
China on WeChat
for potential need for daigou
Pays with debit
cards or Alipay /
WeChat Pay (if
offered) Orders out-of-stock
products at cashier
and ships to home
Scan QR code to
follow WeChat
service account
Joins membership
at cashier
Receives deal
notifications on
WeChat
Awareness Consideration Purchase Service Loyalty
Zheng, 21 years old
#Gen-Z #Student #”Moon-light”
Zheng is a sophomore at the University of
Melbourne. Having grown up in an affluent family,
Zheng is well-supported financially. This hasn’t
made her less frugal however, as she’s
intrinsically aware that the money that her family
provides is not infinite, and that she has little
control over it.
InternationalStudent
I pay a lot of attention to
what people buy in China.
Lifestyle
Demographic analysis based on data from Australian Bureau of Statistics and Student Cities Australia. Consumer insights based on Fabernovel internal data.
“ ”
Counts for 9.3% of the total
Chinese population in
Melbourne
Receives family support
equivalent to 14.9% of the total
income of the typical Chinese
workforce in the region
Digital Habits
Consumer Journey
School Schedule
Hobbies
Value
Frequency of Travel
To China
Favorite Categories
of Leisure Spending
Very Flexible
Shopping, Parties
Enjoyable Life Experience
Twice Every Year
Fashion, Beauty
60% Chinese Platforms Other Platforms 40%
Messaging Entertainment
News &
Information
21

22. Receive recommendations
from WeChat articles or
Dealmoon
Researches
products on RED
Checks product
details on brand
website
Discusses with
friends in
person
Visits store
Receives
personalized
staff assistance in
Chinese
Pays with credit cards
or Alipay / WeChat Pay
(if offered)
Follow-ups by staff
through WeChat
Join membership
and add store staff’s
WeChat
Receives WeChat
messages from store
staff on the latest
trends
ONLINE 30%
OFFLINE 70%
Awareness Consideration Purchase Service Loyalty
55% Chinese Platforms Other Platforms 45%
Messaging Entertainment
News &
Information
Nicole, 34 years old
#Millennial #Affluent #Lifestyle Seeker
Nicole lives in the suburb of Vancouver with her
husband and 8-year old son. Besides maintaining a
laid-back job, she spends most of her time either
with her son, or in the gym. Nicole has made
numerous friends with many other Vancouver based
moms and Chinese families.
AffluentInvestor
I firstly, always buy
products with good quality,
and the price comes in
second place.
Lifestyle
Demographic analysis based on data from reports by Environics Analytics and Hurun. Consumer insights based on Fabernovel internal data.
“ ”
Counts for 6.5% of total
Chinese population in
Vancouver metropolitan region
Household net worth
takes 24.2% of
household net worth of
all Chinese in the region
Digital Habits
Consumer Journey
Work Schedule
Hobbies
Value
Frequency of Travel
To China
Favorite Categories
of Leisure Spending
Very Flexible
Travel, Shopping
Wealth And Wellness
Once Every Year
Beauty, Fashion,
Health Products
22

23. Consumer Journey
Receive recommendations
from friends on WeChat
Discusses with
friends at social
gatherings
Visits stores to check
quality and price
Pays with credit
card or cash
Free returns or
exchanges in store
Receives
loyalty points
ONLINE 20%
OFFLINE 80%
Awareness Consideration Purchase Service Loyalty
Work Schedule
Hobbies
Value
Frequency of Travel
To China
Favorite Categories
of Leisure Spending
Heavy And Inflexible
Mahjong, Food
Money-driven and
Family Oriented
Once Every Year
Kids’ Toys
49% Chinese Platforms Other Platforms 51%
Messaging Entertainment
News &
Information
Nan, 40 years old
#Gen-X #Merchant #Family Oriented
Besides running a restaurant with his family,
Nan devotes most of his time on his new-born
kids. Although considered a typical cost-saver,
Nan is extremely generous with his family. He is
very close to friends of the same origin, and
speaks his mother tongue most of time.
SmallBusinessOwner
My friends and I are
very much synchronized in
terms of shopping.
Lifestyle
Demographic analysis based on surveys and data from INSEE. Consumer insights based on Fabernovel internal data.
“ ”
Counts for 16.1% of
total Chinese population in
Greater Paris
Earns 30.5% of total
income of Chinese
workforce in the region
Digital Habits
Receive deals by
mail and text
messages
23

24. Typical Consumer’s Journey
AWARENESS CONSIDERATION PURCHASE
Shopping inspirations usually
come from online activities
Overseas Chinese residents are
often inspired by KOLs and peers
from their community
Chinese social media and peers
often serve as research channels
Pricing promotions can have a
big influence on product
consideration
Amazon is the primary destination
for online shopping, while Taobao
is for products unavailable outside
of China
Sometimes uses Alipay or WeChat
Pay if offered by store/website
SERVICE
Strong demand for one-day
delivery driven by the demand
for instancy
Sometimes use Alipay or
WeChat Pay if offered by store/
website
LOYALTY
Loyalty programs can create
influences in the form of both a
traditional membership or
WeChat account
Many are cross-border travelers
and prefer global membership
ONLINE
OFFLINE
Sees articles
shared by
friends
Receives
shopping
inspiration
from KOL’s
Goes onto RED
and reads
reviews and
testimonies
Goes to official
website or e-
commerce platform
to check product
details
Places orders on
Amazon, Taobao, or
brand e-commerce
websites
Pays with credit
cards, or Alipay
Receives news and
deals on WeChat or
through emailOne-day delivery
Discusses with
friends and
gets opinion
Goes to offline
stores to check
products
Tries on
products
Pays with credit
cards, debit cards,
or Alipay / WeChat
Pay
Free return or
exchange by mail
or in-store Receives news
and deals by mail or
text messages
24

25. Top Chinese digital platforms
used by overseas Chinese
1. WeChat
2. Weibo
3. Zhihu
4. RED
5. Douyin/TikTok
Top Western digital platforms
used by overseas Chinese
1. Youtube
2. Instagram
3. Whatsapp
4. Facebook
5. LinkedIn
Top digital platforms serving
overseas Chinese community
1. iFun Video (North America)
2. Dealmoon (North America)
3. eCentime (France)
4. Red Scarf (U.K.)
5. Duonao Live (Europe)
Digital platforms targeting overseas Chinese
Source: GlobalWebIndex Trend Report, Tencent & Sina H1 Report, CNNIC 25

26. 33 Brand Strategies
26

27. Add WeChat, the
Chinese super app, to
your marketing strategy
Leverage the power of
Chinese communities
in your region1 3
Market your brand to
China through overseas
Chinese residents2
27

28. Leverage the Chinese
community power in
your region
28

29. CaseStudy
United States
Awareness Consideration Purchase Service Loyalty
Background
Louis Vuitton launched open screen ads on Duonao Video App to promote the
Chinese valentine’s day among overseas Chinese.
Platform: Duonao
Louis Vuitton is a French fashion house and luxury retail company
founded in 1854 by Mr. Louis Vuitton
Duonao is a platform providing online videos with Chinese scripts for users outside of
China. The website and mobile app draw around 200K active users per week. More than
39% of its users are based in the United States, and 11% are from Canada. The website
visits alone reached nearly 1.4 million in July, of 2019.
Investing in advertising on overseas Chinese platforms
29
2017

30. CaseStudy
United States Sep, 2019
Awareness Consideration Purchase Service Loyalty
Background
Farfetch cooperated with Dealmoon to promote its mid-year sales event by
generating an promo code exclusively for Dealmoon users. Dealmoon promoted the
sale on its WeChat and Weibo accounts, as well as its own mobile app.
Platform: Dealmoon (Weibo, WeChat, App)
Farfetch: an online luxury fashion retail platform that sells products
from over 700 boutiques and brands from around the world.
Dealmoon operates a leading social shopping community for Chinese expats around
the world, as well as an e-commerce advisory platform for global consumer brands
seeking to reach Chinese-language shoppers. In 2011, Dealmoon was integrated with
the popular Chinese social platform Weibo, thereby effectively expanding its reach to
Chinese consumers worldwide. As a result, Dealmoon now has more than 15 million
active followers.
Collaborating with overseas Chinese platforms for leads & sales
30Farfetch discount page

31. Awareness Consideration Purchase Service Loyalty
CaseStudy
Paris, France Aug, 2019
Lancôme is a French luxury perfumes and cosmetics brand that
distributes products internationally. Lancôme is part of the L‘Oréal
group.
Collaborating with overseas Chinese platforms for content
31
Background Figures
Lancôme collaborated with eCentime to
promote its online sales. In addition,
eCentime worked on branded content
in Chinese describing stories behind the
brand, and marked recommendations
to platform users.
During the years 2017 - 2018, France
hosted 30,071 students from China. As
a result, Chinese students contributed
a major investment in France, and
thereby helped bring in over 250
million Euros in 2017 alone.
Platform: eCentime
eCentime is a leading shopping guide in Europe primarily serving local Chinese
consumers. It operates from multiple channels with 65,000 daily visitors, and a MAU
index (monthly active user) of approximately 170,000.

32. Awareness Consideration Purchase Service Loyalty
CaseStudy
Roma, Italy 8th Feb, 2019; Chinese Spring Festival
Pinko is an Italian women's fashion brand. It was founded in the
early 1980s by Pietro Negra and his wife Cristina Rubini. Now PINKO
has a global presence with over 250 single brand and franchised
stores, and around 1,500 wholesale outlets.
Planning events for local Chinese residents
32
Background Figures
Pinko launched a campaign, with visuals
maintaining a Chinese motif, and invited
overseas Chinese in Italy to attend the
2019 Spring/Summer Trend Show in
Roma. In-Store, Chinese red packets
(Hongbao’s) were prepared for guests.
Pinko leveraged the overseas Chinese
online community (Bravo Italy) and
cross-border e-commerce platform
(Valise) to promote this event among
overseas Chinese.
Platforms: WeChat — Bravo Italy Weibo — Valise
Bravo Italy is a lifestyle guide providing updates on local events, tips and news for
people living in or visiting Italy. Thus far, Bravo has gathered nearly 15k followers on its
official WeChat accounts alone.
Valise is a cross-border luxury e-commerce platform providing product
recommendations and style tips to users.Pinko Invitation

33. Market your brand to
China through overseas
Chinese residents
33

34. CaseStudy Hosting exclusive shopping event for daigou
Chicago, US 24th Apr 2016
Awareness Consideration Purchase Service Loyalty
Background Result
Chicago Fashion Outlet and Coach co-
hosted an exclusive daigou after hours
shopping event for Chinese customers
from 7 to 9 pm.
It attracted more than 100 daigou
customers, with overseas Chinese
residents comprising 99% of these
customers. Shoppers lined up before 6
pm, and within 2 hours, more than 10
thousands products were sold.
Platforms: Outlets and Brand CRM system
Coach began as a family-run accessory shop in New York City in
1941 and is now a leading design house for modern luxuries.
Coach is part of the Tapestry Group.
34

35. Awareness Consideration Purchase Service Loyalty
CaseStudy Adding daigou as distribution channel
Australia Start from 2017
A2 Milk Company is an ASX 200 listed company that produces and
sells milk and dairy products. The company commercializes its
intellectual property to synthesize A1 protein-free milk yielding many
popular products including premium infant formula.
35
Background Figures
In June 2017, the Australian based A2 Milk
Company generated profit of 9.6 million
New Zealand dollars with an increase of
56% in revenue after factoring in daigou
sales as one of its distribution channels.
Its new product launch in China was also
based on user feedback relayed by daigous.
There are approximately 80,000
daigou in Australia who are
professional buying agents. Daigou
alone generate approximately
$150 billion in sales globally.
Platforms: WeChat — Daigou
Netease Kaola — Cross-border e-commerce platform
JD Global — Cross-border e-commerce platform

36. CaseStudy Collaborating with Overseas Chinese KOLs
Paris, France July 2019
Awareness Consideration Purchase Service Loyalty
36
How
Background
Estée Lauder launched new products in the European market in mid-2019,
inviting one of the most influential Chinese KOLs living in Paris to be it’s “New
Product European Experience Officer” and leveraged her influence to recruit more
overseas Chinese residents to attend a private event they host in Lafayette.
Platforms: KOL’s Weibo & WeChat + Offline event
Estée Lauder is one of the world's leading manufacturers and marketers
of quality skin care, makeup, fragrance and hair care products.

37. Add WeChat, the Chinese
super app, to your
marketing strategy
37

38. Focuson WeChat, the most favored platform by Chinese consumers living overseas
Source: Tencent,Co-creating a smarter era of luxury, 2019; Fabernovel’s WeChat Study, WeChat- the shape of the connected China, 2019
1.1
Billion
MAU in 2018
Launched in 2011
China’s largest social
media platform
WeChat is the core platform for Chinese people
to connect with friends, family and school. Same
applies to overseas Chinese residents
Recently, WeChat has been developing more
overseas functions for global markets, as well as
working on functions that can segment more
precisely to target overseas users.
Why Wechat
38

39. Background
Printemps opened a WeChat service account in 2018. Through the WeChat
account, Printemps provides, in Chinese, lists of stores in France with locations,
lists of brands, privilege services, and latest promotion information for Chinese
consumers.
On its WeChat account, Printemps also works with Chinese KOLs living in Paris on
photo shoots and content creation.
Printemps is a French chain department store brand. The Printemps
stores focus on beauty, lifestyle, fashion, accessories, and men's wear.
Awareness Consideration Purchase Service Loyalty
CaseStudy
Paris, France Mar, 2018
39
Opening WeChat Official Account

40. Awareness Consideration Purchase Service Loyalty
Background
How
Chinese customers are among Rinascente’s
top consumers with average spending per
person reaching $286, and that figure
continued to grow in the first half of 2018.
Now Rina has added its concierge services
via Wechat to better serve that growing
customer demographic.
“Have you seen a special accessory or hot
item in a magazine? Just send a WeChat
message and one of our personal shoppers
will find the product for you in the
Rinascente flagship store in Milan. If it’s
available, you can then proceed with the
purchase and the product will be sent
directly to your home or wherever you
prefer,” as offered by the company.
Rinascente launched this service in
September and, as of September 21, sales
had already surpassed the monthly average
with a record high 28,000 transactions.
Customers' average expenditures had also
risen to a higher level with more promotions
and offers delivered to them.
A collection of high-end stores selling
Italian and other international brand
fashion, related accessories, beauty,
homeware, design and food. It operates
nine stores in Italy, including one flagship
store in Rome and one in Milan.
Rinascente WeChat on-demand
Service Poster
CaseStudy
Milan, Italy Sep, 2018
40
Launching WeChat on-demand Service

41. Awareness Consideration Purchase Service Loyalty
Background
At the Pinko boutique on Via Roma street, store management dedicated a cell
phone specifically for staff to communicate with local Chinese customers.
Through chats, group chats, and moments updates, customers are able to receive
the latest information on new arrivals, deals, and other promotions in both
English and Chinese.
The chat also functions as a Q&A and customer service channel when local
Chinese customers inquire about a new product, or request customized services.
Pinko is an Italian women's fashion brand. It was founded in the early
1980s by Pietro Negra and his wife Cristina Rubini. Now PINKO has a
global presence with over 250 single brand and franchised stores, and
around 1,500 wholesale outlets.
CaseStudy
Florence, Italy 2015
41
Leveraging WeChat as a customer service channel
Pinko Sales account's Moments

42. 4 Appendix4
42

43. Definitions
Overseas Chinese in this report refers to Chinese, of naturalized birth or descent who
reside outside of the PRC for over 6 months out of a year, including local residents, new
immigrants, work visa holders and international students.
Expenses on un-necessities refers to the portion of disposable income used for
purchasing leisure products and services such as fashion, beauty and luxuries, excluding
any expenses for meeting basic needs like food, rent and utilities.
“Daigou” describes the profile or behavior of an individual residing overseas that
purchases goods and then personally transports said goods for persons residing in
Mainland China, typically due to significant price differences across the border.
High-net wealth family: A family with annual income of over $450,000.
Middle class family: A family comprised of members that have achieved tertiary
education and with professional qualifications
Entertainment: Activities associated with seeking amusement and leisure.
News & Information: Activities associated with receiving updates on recent and
noteworthy events
43

44. SMZDM
Shopping Inspiration and recommendation
platform in China
Legend
WeChat
China’s multi-purpose messaging, social media, and
service app
Zhihu
Chinese question-and-answer platform with all
questions created and answered by users.
Weibo
Microblogging website and one of the biggest social
media platforms in China
Instagram
Photo-sharing and social network service platform
YouTube
Video sharing website and platform
Douyin / TikTok
Social media app for creating, sharing, and watching
short videos
Bilibili
China’s video sharing website themed around
animation, comic, and games
RED
China’s social media and e-commerce platform for
sharing shopping and lifestyle information
AliPay
Mobile and online payment platform owned by
Alibaba Group
WeChat Pay
Mobile and online payment platform owned by
Tencent
Whatsapp
Free messaging app with voice messaging, video
and voice call, and file sharing features
iMessenger
Messaging app embedded within Apple’s operating
system
Email
Refers to email communications on either mobile,
tablet, or computer devices.
Dealmoon
Shopping and lifestyle advisory platform serving
Chinese users in North America
Amazon
Global e-commerce platform
Taobao
China’s largest e-commerce platform
Facebook Messenger
Stand-alone messaging app and platform that
enables communications with Facebook friends
Facebook
Social media and social networking service platform
QQ
China’s instant messaging software that also offers
services including social games and music
iFun Video
Video streaming platform serving the overseas
Chinese users in North America
LinkedIn
Business and employment-oriented service platform
eCentime
Shopping Inspiration platform serving the overseas
Chinese users in France
Red Scarf
Shopping and service news platform serving the
overseas Chinese users in U.K.
Duonao Live
Video Streaming platform serving the overseas
Chinese users in Europe
44

45. 5 Fabernovel
45

46. Since 2003, we’ve been pioneering new use cases
and experiences, designing futures for both industry
majors and startups, and creating code that works.
We are a team of digital talents, at the innovation
forefront.
We are continually testing and implementing our ideas.
We’re here to help you craft your future.
We’re not only thinking differently,
we’re doing differently.
New
Making
FABER NOVEL
46

47. SAN FRANCISCO ---
PARIS ---
LISBON ---
SHANGHAI ---
SINGAPORE ---
Where Innovation Happens
47

48. References In China
RETAIL
LUXURY FASHION
DESIGNER BRANDS
LIFESTYLE FASHION
WATCH & JEWELRY
TRAVEL & HOSPITALITY
FOOD & BEVERAGE
BEAUTY &
FRAGRANCES
FINANCIAL SERVICES
48

49. Overview Of Our Service Range
STRATEGY CREATIVE TECHNOLOGY
China Innovation strategy
• Watch Reports
• Trends Books
• Benchmarks
• Startup scouting
Vision & Up-Skilling
• Learning Expedition
• Digital Academy
360° Social Media Services
• Strategy & Planning
• Platforms Management
• Community Management
• KOL cooperation
Studio & Content Production
• Campaigns Creative
• Campaign Operations
• Editorial Content Development
• Visual Content Development
Media & Analytics
• Paid Media Display
• Social Advertising
• Data Tracking & Monitoring
WeChat Mini Programs
• E-commerce
• CRM & Loyalty
H5/MP for campaigns
• Campaigns Creative
• Campaign Operations
• Editorial Content Development
• Visual Content Development
UI/UX
• Research
• Design
49

50. RESEARCH
Patrice NORDEY - APAC CEO
Xiaolei GU - Deputy Director
Wing HAN - Project Manager
Jing XIN - Analyst
INQUIRIES
Global
Fleur DROUET
meet_paris@fabernovel.com
China
Celine CHEN
meet_shanghai@fabernovel.com
Singapore
Sylvain JOANDEL
meet_singapore@fabernovel.com
United States
Katherine WANG
meet_sf@fabernovel.com
WeChat Social Ads Playbook (Published in Sep, 2019)
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WeChat, the shape of the connected China
(Published in Jan, 2019 and Updated in Sep, 2019)
COMING SOON...
Weibo Social Ads Playbook
ACCESS OUR FULL
STUDIES ON WECHAT
50

51. Thank you