JINGdigital+DLG：2021 奢侈品行业微信指数报告（英文）

WECHAT LUXURY INDEXWECHAT LUXURY INDEX.THE DEFINITIVE WECHAT BENCHMARKFOR LUXURY BRANDS2021WECHAT LUXURY INDEXWECHAT LUXURY INDEX.As the focus on China continues to grow amidst the pandemic, brands are picking uppace when it comes to digital and investing in a wide range of channels. Being the mostubiquitous social platform in China, WeChat has been at the core of many of thesechanges. But as the platform grows increasingly saturated, how can brands stand outand continue to engage and reactivate their WeChat communities?The only industry report offering insights based on non-public data, the WeChatLuxury Index 2021 allows luxury brands to benchmark their performance in theindustry against indicators that really matter.Besides taking a closer look at metrics related to content, follower acquisition andengagement, the report also presents key frameworks and recommendations toimprove follower engagement and retention rates, as well as new opportunitieswithin the WeChat ecosystem that brands can consider leveraging.KAI HONG.CEO of JINGdigitalkaihong@jingdigital.comPABLO MAURON.Partner & Managing Director Chinapmauron@digital-luxury.comFOREWORDWECHAT LUXURY INDEX2WECHAT LUXURY INDEX201920202021IN BRIEF.WECHATLaunched in 2011 as a social messaging and mediaplatform, WeChat has since vastly expanded itsareasofservicetoincludeeverythingfrompayments to e-commerce solutions. With its fastgrowing user base – it now boasts more than 1.225billion monthly active users (MAU) as of March2021 – it has become more than a mere marketingtool. WeChat is now an integral part of everybrand’s digital strategy in Mainland China.1.16 billion1.2 billion1.225 billionMAUMAUMAUWECHAT LUXURY INDEX3WECHAT LUXURY INDEXData collected: Jan – Dec 2020Data comparisons with 2018 and 2019 taken from previous editions of the WeChat Luxury Index Community sizes of7,000>4.9 milliontoSCOPE OF STUDY.METHODOLOGY3.0% CARS6.1% BEAUTY33Luxury Brands 21.2% WATCHES & JEWELLERY30.0% HOSPITALITY39.4% FASHIONWECHAT LUXURY INDEX4WECHAT LUXURY INDEXCHAPTERS.REPORT STRUCTUREENGAGEMENTThis section examines both fan and post engagement statisticsACQUISITIONThis section covers all follower recruitment-related metricsCONTENTThis section delves into the frequency of posts, opening rates and content performanceKEY OPPORTUNITIES 2021This section delves into new functions in the WeChat ecosystem that brands can leverageWECHAT LUXURY INDEXWECHAT LUXURY INDEXACQUISITION.CHAPTER 1ACQUISITIONThis section covers all follower recruitment-related metrics1.1 GROWTH RATE1.2 RECRUITMENT SOURCES1.3 UNFOLLOW RATEWECHAT LUXURY INDEXWECHAT LUXURY INDEXOVERALL GROWTH.GROWTH RATEWhile the overall growth of large accounts has slowed (from 41 percent to 34 per cent) year-on-year, the growth of small accounts haspicked up pace (from 34 per cent to 50 per cent). This shows thatingeneral,brandsexperiencedgrowthintheirWeChatcommunities in 2020 – just at different rates.The general growth trend could be a d