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BRAND NAME

CHINA BLUEPRINT

Dummy Text

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01

02

03

04

05

Insight

Lorem Ipsum is simply dummy

User Journey

Reach

Engage

Convert

Retain

Define

Lorem Ipsum is simply dummy

​

3-Year Roadmap

Lorem Ipsum is simply dummy

​

Lorem Ipsum is simply dummy

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Yearly

Action Plan

Lorem Ipsum is simply dummy

​

Content

CHINA BLUEPRINT

2

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CHINA BLUEPRINT

REACH

ENGAGE

CONVERT

RETAIN

Identification of core online and offline channels for <BRAND NAME> and the functions and tactics to drive awareness and discovery amongst target audiences, including paid media and influencers

​

Identification of core online and offline channels for <BRAND NAME> and the functions and tactic to build a connection through interaction and value exchange with target audiences, including content

​

Identification of core online and offline channels for <BRAND NAME> to enable and drive purchase of the brand and products

​

Recommendations for data capture and CRM activation to support ongoing relationships and interaction as well as development of loyalty and advocacy with target audiences

​

Based on deep market insight this Blueprint will help define the China market for <BRAND NAME>, with particular focus on relevant brand positioning and target audiences. It will then chart target audiences journey through:

With the target audience journey mapped, this Bluerprint will also suggest a 3-year roadmap and route to ROI as well as a yearly-action-plan that highlights major milestones, actions and associated costs over the next 12 months. This Blueprint should act as a key reference for <BRND NAME> China campaign ideation and planning as well as all execution but should be updated annually given the constant evolution of the China landscape.

Overview

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

3

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INSIGHT

CHINA BLUEPRINT:

KEY TRENDS

COMPETITOR REVIEW

BRAND CHECK

​

02

03

01

4

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Key takeout: max 2 lines here. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took.

TREND 1

Key Trends

INSIGHT:

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  • Lorem Ipsum has been the industry's standard ever since

​

TREND 3

  • Lorem Ipsum is simply dummy text of
  • Lorem Ipsum has been the industry's standard ever since
  • Lorem Ipsum is simply dummy text of the printing

​

TREND 2

  • Lorem Ipsum is simply dummy text of
  • Lorem Ipsum has been the industry's standard ever since
  • Lorem Ipsum is simply dummy text of the printing

​

TREND 4

  • Lorem Ipsum has been the industry's standard ever since
  • Lorem Ipsum is simply dummy text of the printing

​

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

5

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Key takeout: max 2 lines here. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took.

TREND 1

  • Lorem Ipsum is simply dummy text of
  • Lorem Ipsum has been the industry's standard

TREND 3

TREND 2

  • Lorem Ipsum is simply dummy text of
  • Lorem Ipsum has been the industry's standard
  • Lorem Ipsum is simply dummy text of the printing

​

TREND 4

  • Lorem Ipsum is simply dummy text of
  • Lorem Ipsum has been the industry's standard

​

  • Lorem Ipsum is simply dummy text of
  • Lorem Ipsum has been the industry's standard
  • Lorem Ipsum is simply dummy text of the printing

​

TREND 3

TREND 5

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  • Lorem Ipsum has been the industry's standard

​

  • Lorem Ipsum is simply dummy text of
  • Lorem Ipsum has been the industry's standard

​

Key Trends

INSIGHT:

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

6

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Key takeout: max 2 lines here. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took.

​

​

​

​

​

BRAND POSITIONING �(core messages, consumers)

  • Lorem Ipsum is simply dummy text of �the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text
  • Lorem Ipsum is simply dummy text of �the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text
  • Lorem Ipsum is simply dummy text of �the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text

OFFICIAL CHANNELS

(online & offline)

0,11

​

​

​

​

KEY INITIATIVES

(Products, Campaigns, Ambassadors)

  • Lorem Ipsum is simply dummy text of the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text
  • Lorem Ipsum is simply dummy text of �the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text
  • Lorem Ipsum is simply dummy text of the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text

PERFORMANCE INDICATORS

( social following/

engagement, sales )

  • Lorem Ipsum is simply dummy text of the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text
  • Lorem Ipsum is simply dummy text of the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text
  • Lorem Ipsum is simply dummy text of the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text

Competitor Review

INSIGHT:

Competitor A

(logo)

Competitor B

(logo)

Competitor C

(logo)

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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Key takeout: max 2 lines here. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took.

​

​

​

​

​

BRAND POSITIONING �(core messages, consumers)

  • Lorem Ipsum is simply dummy text of �the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text
  • Lorem Ipsum is simply dummy text of �the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text
  • Lorem Ipsum is simply dummy text of �the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text

OFFICIAL CHANNELS

(online & offline)

0,11

​

​

​

​

KEY INITIATIVES

(Products, Campaigns, Ambassadors)

  • Lorem Ipsum is simply dummy text of the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text
  • Lorem Ipsum is simply dummy text of �the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text
  • Lorem Ipsum is simply dummy text of the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text

PERFORMANCE INDICATORS

( social following/

engagement, sales )

  • Lorem Ipsum is simply dummy text of the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text
  • Lorem Ipsum is simply dummy text of the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text
  • Lorem Ipsum is simply dummy text of the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text

Competitor Review

INSIGHT:

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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AWARENESS

ASSOCIATION

Key takeout: max 2 lines here. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took.

Brand Check - Awareness & Association

​

INSIGHT:

Competitor A

Lorem Ipsum is simply dummy text of the printing and typesetting industry

Competitor B

Lorem Ipsum is simply dummy text of the printing and typesetting industry

Brand A

Lorem Ipsum is simply dummy text of the printing and typesetting industry

Competitor C

Lorem Ipsum is simply dummy text of the printing and typesetting industry

20%

20%

35%

25%

Trend 1: Explanation Lorem Ipsum is simply dummy text of the printing and typesetting industry

​

Trend 2: Explanation Lorem Ipsum is simply dummy text of the printing and typesetting industry

​

Trend 3: Explanation Lorem Ipsum is simply dummy text of the printing and typesetting industry

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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ASSOCIATION

AWARENESS

Key takeout: max 2 lines here. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took.

Trend 1: Explanation Lorem Ipsum is simply dummy text of the printing and typesetting industry

​

Trend 2: Explanation Lorem Ipsum is simply dummy text of the printing and typesetting industry

​

Trend 3: Explanation Lorem Ipsum is simply dummy text of the printing and typesetting industry

Brand Audit - Awareness & Association

​

INSIGHT:

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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Key takeout: max 2 lines here. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took.

BRAND A

Lorem Ipsum Is Simply Dummy Text Of The Printing And Industry Lorem.

BRAND B

Lorem Ipsum Is Simply Dummy Text Of The Printing And Industry Lorem.

BRAND C

Lorem Ipsum Is Simply Dummy Text Of The Printing And Industry Lorem.

75%

TWITTER

75%

TWITTER

75%

TWITTER

Lorem Ipsum Is Simply Dummy Text Of The Printing And Industry Lorem.Lorem Ipsum Is Simply Dummy Text Of The Printing And Industry Lorem.Lorem Ipsum Is Simply Dummy Text Of The Printing And Industry Lorem.

Brand Audit - Awareness & Association

​

INSIGHT:

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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Key takeout: max 2 lines here. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took.

BRAND A

​

We Develop Brand Strategies And Create Engaging Content For

Research To Connect With New Audiences, Build Active.

Competitor A

We Develop Brand Strategies And Create Engaging Content For

Research To Connect With New Audiences, Build Active.

Competitor B

​

We Develop Brand Strategies And Create Engaging Content For

Research To Connect With New Audiences, Build Active.

Competitor C

We Develop Brand Strategies And Create Engaging Content For

Research To Connect With New Audiences, Build Active.

2019 2020

2019 2020

​

2019 2020

​

2019 2020

​

Brand Audit - Awareness & Association

​

INSIGHT:

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

12

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Key takeout: max 2 lines here. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took.

​

Channel A (logo)

Channel B (logo)

Channel C (logo)

CONTENT

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  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text
  • Lorem Ipsum is simply dummy text of �the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text
  • Lorem Ipsum is simply dummy text of �the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text

USER EXPERIENCE

​

  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text Lorem Ipsum is simply dummy text

​

​

​

  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text
  • Lorem Ipsum is simply dummy text
  • sum is simply dummy text

​

  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text
  • Lorem Ipsum is simply dummy text
  • sum is simply dummy text

​

PERFORMANCE�INDICATORS

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  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text
  • Lorem Ipsum is simply dummy text of �the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text
  • Lorem Ipsum is simply dummy text of the printing and typesetting industry.
  • Remaining essentially unchanged.
  • Lorem Ipsum is simply dummy text

Brand Check - Channel Audit

​

INSIGHT:

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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Define

CHINA BLUEPRINT:

TARGET CONSUMER PROFILES

PRIMARY CONSUMER PERSONA

BRAND POSITIONING & CORE MESSAGING

TONE OF VOICE & VISUAL GUIDANCE

CHANNEL SELECTION

​

02

03

04

05

01

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WANG XIAO

Great Template!

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Remaining essentially unchanged. This is is dummy text.

​

Couple

Lorem Ipsum is simply dummy text of the printing and typesetting industry.

HELENA YANG

Small business entrepreneur, 29

So Easy To Edit!

Lorem Ipsum is simply dummy text of �the printing and typesetting industry.

Remaining essentially unchanged.

DAVID LI

Self-employed engineer, 38

Nice & Fantastic Design!

Target Consumer Profiles

​

DEFINE:

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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FEI YANG

Great Template!

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Remaining essentially unchanged. This is is dummy text.

​

Clerk, 42

Lorem Ipsum is simply dummy text of the printing and typesetting industry.

MANDY ZHANG

University Student, 19

​

​

So Easy To Edit!

Lorem Ipsum is simply dummy text of �the printing and typesetting industry.

Remaining essentially unchanged.

ADAM SUN

Self-employed engineer, 38

Nice & Fantastic

Design!

Target Consumer Profiles

​

DEFINE:

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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Target Consumer Profiles

​

DEFINE:

RUBY SU

Great Template!

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Remaining essentially unchanged. This is is dummy text.

​

University Student, 19

Lorem Ipsum is simply dummy text of the printing and typesetting industry.

ALICE ZHANG

Small business entrepreneur, 29

​

So Easy To Edit!

Lorem Ipsum is simply dummy text of �the printing and typesetting industry.

Remaining essentially unchanged.

FRANK CHEN

Self-employed engineer, 38

Nice & Fantastic

Design!

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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Profile

Consumer A

Consumer B

Consumer C

Mindset

Any attributes that would bind all these customers to the brand?

Image

​

​

​

Location

Where are they from? T1, T2, T3, Living abroad?

​

​

Age

What’s the age bracket?

​

​

Gender split

What’s the proportion of male to female?

​

​

Estimated Size

How many of them are there?

​

​

Key Characteristics

What are there key lifestyle, �brand engagement and �shopping habits (3-5 bullets)?

​

​

Occupation

What job are they likely to have?

​

​

Estimated Income

How much do they earn

​

​

Estimated Annual Spend on Category

How much do they spend on the category?

​

​

Target Consumer Profiles

DEFINE:

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Key takeout: max 2 lines here. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took.

Attribute

Weighting

Customer A

Customer B

Customer C

Spending Potential

Strategist to determine based on brand (1-5)

How much are they likely to spend? (1 to 3)

​

​

Purchase Frequency

Strategist to determine based on brand (1-5)

​

How often are they likely to spend? (1 to 3)

​

​

Ability To Target

Strategist to determine based on brand (1-5)

How easy are they to reach? (1 to 3)

​

​

Size Of Demographic

Strategist to determine based on brand (1-5)

How many of them are there? (1 to 3)

​

​

Influence On Network

Strategist to determine based on brand (1-5)

How much influence do they have on friends and family? (1 to 3)

​

​

Total Score

​

​

​

​

Target Consumer Profiles - Weighted Index

DEFINE:

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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WANG XIAO, 23

“Statement that summarizes segment drive for the category”

​

Mindset Tag

Key Channels and Influencers:

Primary Consumer Persona

DEFINE:

Annual income:

RMB 500,000 / Year (Before Tax)

Relationship Status:

( Average RMB 259,000/ Year)

Location:

Occupation: Fashion magazine stylist

ChengDu

Tier 1

Tier 2

Tier 3

Single

In a relationship / Married

Parent of X

Persona

identifier

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​

​

Key Behavioural Trends�

​

Moments of Delight

​

Pain Points

Tag 01

Tag 02

Tag 03

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​

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​

​

01: Lorem Ipsum is simply dummy text of the �02: printing and typesetting industry�03: Lorem Ipsum is simply dummy text of the

​

​

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Primary Consumer Persona

DEFINE:

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​

​

Primary Consumer Persona

DEFINE:

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​

​

Primary Consumer Persona

DEFINE:

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Core Message 1 (ENG)

(中文)

​

JUPITER

Core Message 2 (ENG)

(中文)

​

Core Message 3 (ENG)

(中文)

​

“VALUE STATEMENT”

​

Explanation Is Simply Dummy Text Of The Printing And Industry Lorem.Lorem Ipsum Is Simply Dummy Text

​

Explanation Lorem Ipsum �Is Simply Dummy Text Of The Industry Lorem.Lorem Ipsum Is Simply Dummy Text

​

Explanation Is Simply Dummy Text Of The Printing And Industry Lorem.Lorem Ipsum Is Simply Dummy Text

​

Value Statement & Core Messages

​

DEFINE:

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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Expert

(中文)

​

JUPITER

Experiential

(中文)

​

Exclusivity

(中文)

​

“To be the most attractive and engaging luxury shopping destination

for Chinese living in and visiting Canada”

​

It is vital to understand that affluent Chinese customers today have morphed to often look at a retail store or a brand beyond the product but everything around the brand

​

For Chinese customers, there is a huge difference between general shopping and luxury shopping - “Exclusivity”

​

Product and service quality is the priority for Chinese customers, especially for high-end luxury purchase.

​

Brand Positioning & Core Messages

​

DEFINE:

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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Brand Positioning

​

DEFINE:

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

Fashion

Function

Luxury

Mass

Client (now)

Comp A

Comp B

Comp C

Client (future)

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GLOBAL 1

GLOBAL 2

GLOBAL 3

Explanation Lorem Ipsum �Is Simply Dummy Text Of The Industry Lorem.

​

Explanation Lorem Ipsum �Is Simply Dummy Text Of The Industry Lorem.

​

Explanation Lorem Ipsum �Is Simply Dummy Text Of The Industry Lorem.

​

Tone of Voice

DEFINE:

How does this translate in China?

How does this translate in China?

How does this translate in China?

DUMMY TEXT�不是真的文案

DUMMY TEXT�不是真的文案

DUMMY TEXT�不是真的文案

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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Montserrat Semi Bold 24pt

Montserrat Semi Bold 12pt

Montserrat Light 8pt

Montserrat Bold 8pt

HEADER TEXT WEIGHT

Arial Light 8pt

SUB HEADER TEXT WEIGHT

HIGHLIGHT TEXT WEIGHT

BODY TEXT WEIGHT

TYPOGRAPHY

COLOUR PALETTE

Visual Guidance

DEFINE:

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Visual Guidance

DEFINE

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不是真的文案

不是真的文案

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

01: Lorem Ipsum is simply dummy text of the �02: printing and typesetting industry�03: Lorem Ipsum is simply dummy text of the

不 是 真 的 文 案

01: Lorem Ipsum is simply dummy text of the �02: printing and typesetting industry�03: Lorem Ipsum is simply dummy text of the

04: Lorem Ipsum is simply dummy text of the �

Visual Guidance

DEFINE

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China Channels - Core Channels

DEFINE:

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

Core Channel

Channel 1

Channel 2

Channel 3

Channel 4

Channel 5

Overview

What is it?

​

​

​

​

Rationale for Selection

Why is it a core channel?

​

​

​

​

Consumer Usage

How do consumers use it?

​

​

​

​

Brand Usage

How do Brands use it?

​

​

​

​

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CHINA BLUEPRINT

User Journey

​

00 OVERVIEW

01 REACH

02 ENGAGE

03 CONVERT

04 RETAIN

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ONLINE

REACH

ENGAGE

CONVERT

RETAIN

CHANNEL 1

​

OFFLINE

CHANNEL 2

​

CHANNEL 3

​

CHANNEL 4

​

CHANNEL 5

​

CHANNEL 1

​

CHANNEL 2

​

CHANNEL 3

​

CHANNEL 4

​

CHANNEL 5

​

CHANNEL 1

​

CHANNEL 2

​

CHANNEL 3

​

CHANNEL 1

​

CHANNEL 2

​

CHANNEL 3

​

B R A N D �L O G O

Build connections through interaction and value exchange

​

Enable and drive purchase of brand and products

​

​

Ongoing interaction, loyalty and advocacy

​

Drive awareness and discovery with target audience

​

​

Overview

USER JOURNEY:

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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REACH

USER JOURNEY

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Key takeout: max 2 lines here. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took.

​

REACH - Overview

USER JOURNEY

​

Channel 1

Channel 2

Channel 3

Channel 4

Channel 5

OVERVIEW

What is the channel and rationale for selection?

What is the channel and rationale for selection?

What is the channel and rationale for selection?

What is the channel and rationale for selection?

What is the channel and rationale for selection?

FUNCTIONS

How can the channel be used to engage with target audience?

How can the channel be used to engage with target audience?

How can the channel be used to engage with target audience?

How can the channel be used to engage with target audience?

How can the channel be used to engage with target audience?

TACTICS

How should each function be used to drive engagement?

How should each function be used to drive engagement?

How should each function be used to drive engagement?

How should each function be used to drive engagement?

How should each function be used to drive engagement?

EXAMPLES

Bring to life tactics visually (other brands)

Bring to life tactics visually (other brands)

Bring to life tactics visually (other brands)

Bring to life tactics visually (other brands)

Bring to life tactics visually (other brands)

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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RECOMMENDED TACTICS 01

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

CHANNEL 1

WHAT IS IT? Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's

KEY FUNCTIONS AND TACTICS TO ENGAGE <BRAND> TARGET AUDIENCE

RECOMMENDED TACTICS 02

​

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem Ipsum has been the industry's standard dummy text ever since
  • been the industry's standard dummy text ever since the 1500s, when an unknown�Ipsum has been the industry's standard dummy text ever since

RECOMMENDED TACTICS 03

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

REACH

USER JOURNEY

FUNCTION

01

FUNCTION

02

FUNCTION

03

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RECOMMENDED TACTICS 01

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

WHAT IS IT? Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's

KEY FUNCTIONS AND TACTICS TO ENGAGE <BRAND> TARGET AUDIENCE

RECOMMENDED TACTICS 02

​

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem Ipsum has been the industry's standard dummy text ever since
  • been the industry's standard dummy text ever since the 1500s, when an unknown�Ipsum has been the industry's standard dummy text ever since

RECOMMENDED TACTICS 03

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

REACH

USER JOURNEY

CHANNEL 2

FUNCTION

01

FUNCTION

02

FUNCTION

03

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RECOMMENDED TACTICS 01

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

WHAT IS IT? Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's

KEY FUNCTIONS AND TACTICS TO ENGAGE <BRAND> TARGET AUDIENCE

RECOMMENDED TACTICS 02

​

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem Ipsum has been the industry's standard dummy text ever since
  • been the industry's standard dummy text ever since the 1500s, when an unknown�Ipsum has been the industry's standard dummy text ever since

RECOMMENDED TACTICS 03

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

REACH

USER JOURNEY

CHANNEL 3

FUNCTION

01

FUNCTION

02

FUNCTION

03

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RECOMMENDED TACTICS 01

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

WHAT IS IT? Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's

KEY FUNCTIONS AND TACTICS TO ENGAGE <BRAND> TARGET AUDIENCE

RECOMMENDED TACTICS 02

​

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem Ipsum has been the industry's standard dummy text ever since
  • been the industry's standard dummy text ever since the 1500s, when an unknown�Ipsum has been the industry's standard dummy text ever since

RECOMMENDED TACTICS 03

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

REACH

USER JOURNEY

CHANNEL 4

FUNCTION

01

FUNCTION

02

FUNCTION

03

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RECOMMENDED TACTICS 01

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

WHAT IS IT? Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's

KEY FUNCTIONS AND TACTICS TO ENGAGE <BRAND> TARGET AUDIENCE

RECOMMENDED TACTICS 02

​

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem Ipsum has been the industry's standard dummy text ever since
  • been the industry's standard dummy text ever since the 1500s, when an unknown�Ipsum has been the industry's standard dummy text ever since

RECOMMENDED TACTICS 03

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

REACH

USER JOURNEY

CHANNEL 5

FUNCTION

01

FUNCTION

02

FUNCTION

03

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COMMENTS

Key takeout: max 2 lines here. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took.

Comment 1: Explanation Lorem Ipsum is simply dummy text of the printing and typesetting industry

​

Comment 2: Explanation Lorem Ipsum is simply dummy text of the printing and typesetting industry

​

Comment 3: Explanation Lorem Ipsum is simply dummy text of the printing and typesetting industry

REACH - Paid Media Mix

USER JOURNEY:

Engage

Influencer

Overview

Insight

Define

Reach

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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ENGAGE

USER JOURNEY

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Key takeout: max 2 lines here. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took.

​

ENGAGE - Overview

USER JOURNEY

​

Channel 1

Channel 2

Channel 3

Channel 4

Channel 5

OVERVIEW

What is the channel and rationale for selection?

What is the channel and rationale for selection?

What is the channel and rationale for selection?

What is the channel and rationale for selection?

What is the channel and rationale for selection?

FUNCTIONS

How can the channel be used to engage with target audience?

How can the channel be used to engage with target audience?

How can the channel be used to engage with target audience?

How can the channel be used to engage with target audience?

How can the channel be used to engage with target audience?

TACTICS

How should each function be used to drive engagement?

How should each function be used to drive engagement?

How should each function be used to drive engagement?

How should each function be used to drive engagement?

How should each function be used to drive engagement?

EXAMPLES

Bring to life tactics visually (other brands)

Bring to life tactics visually (other brands)

Bring to life tactics visually (other brands)

Bring to life tactics visually (other brands)

Bring to life tactics visually (other brands)

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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RECOMMENDED TACTICS 01

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

CHANNEL 1

WHAT IS IT? Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's

KEY FUNCTIONS AND TACTICS TO ENGAGE <BRAND> TARGET AUDIENCE

RECOMMENDED TACTICS 02

​

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem Ipsum has been the industry's standard dummy text ever since
  • been the industry's standard dummy text ever since the 1500s, when an unknown�Ipsum has been the industry's standard dummy text ever since

RECOMMENDED TACTICS 03

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

ENGAGE

USER JOURNEY

FUNCTION

01

FUNCTION

02

FUNCTION

03

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RECOMMENDED TACTICS 01

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

WHAT IS IT? Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's

KEY FUNCTIONS AND TACTICS TO ENGAGE <BRAND> TARGET AUDIENCE

RECOMMENDED TACTICS 02

​

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem Ipsum has been the industry's standard dummy text ever since
  • been the industry's standard dummy text ever since the 1500s, when an unknown�Ipsum has been the industry's standard dummy text ever since

RECOMMENDED TACTICS 03

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

CHANNEL 2

ENGAGE

USER JOURNEY

FUNCTION

01

FUNCTION

02

FUNCTION

03

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RECOMMENDED TACTICS 01

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

WHAT IS IT? Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's

KEY FUNCTIONS AND TACTICS TO ENGAGE <BRAND> TARGET AUDIENCE

RECOMMENDED TACTICS 02

​

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem Ipsum has been the industry's standard dummy text ever since
  • been the industry's standard dummy text ever since the 1500s, when an unknown�Ipsum has been the industry's standard dummy text ever since

RECOMMENDED TACTICS 03

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

CHANNEL 3

ENGAGE

USER JOURNEY

FUNCTION

01

FUNCTION

02

FUNCTION

03

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RECOMMENDED TACTICS 01

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

WHAT IS IT? Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's

KEY FUNCTIONS AND TACTICS TO ENGAGE <BRAND> TARGET AUDIENCE

RECOMMENDED TACTICS 02

​

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem Ipsum has been the industry's standard dummy text ever since
  • been the industry's standard dummy text ever since the 1500s, when an unknown�Ipsum has been the industry's standard dummy text ever since

RECOMMENDED TACTICS 03

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

ENGAGE

USER JOURNEY

CHANNEL 4

FUNCTION

01

FUNCTION

02

FUNCTION

03

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RECOMMENDED TACTICS 01

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

WHAT IS IT? Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's

KEY FUNCTIONS AND TACTICS TO ENGAGE <BRAND> TARGET AUDIENCE

RECOMMENDED TACTICS 02

​

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem Ipsum has been the industry's standard dummy text ever since
  • been the industry's standard dummy text ever since the 1500s, when an unknown�Ipsum has been the industry's standard dummy text ever since

RECOMMENDED TACTICS 03

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

ENGAGE

USER JOURNEY

CHANNEL 5

FUNCTION

01

FUNCTION

02

FUNCTION

03

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THEME 1

Lorem Ipsum is dummy text of the printing and typesetting industry. Lorem Ipsum is dummy text of the printing and typesetting industry.

Written Example 1

Lorem Ipsum is dummy text of the printing and typesetting industry. Lorem Ipsum is dummy text of the printing and typesetting industry.

Written Example 2

Lorem Ipsum is dummy text of the printing and typesetting industry. Lorem Ipsum is dummy text of the printing and typesetting industry.

Written Example 2

Visual Example

ENGAGE - Content

USER JOURNEY

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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ENGAGE - Content

USER JOURNEY

THEME 2

Lorem Ipsum is dummy text of the printing and typesetting industry. Lorem Ipsum is dummy text of the printing and typesetting industry.

Written Example 1

Lorem Ipsum is dummy text of the printing and typesetting industry. Lorem Ipsum is dummy text of the printing and typesetting industry.

Written Example 2

Lorem Ipsum is dummy text of the printing and typesetting industry. Lorem Ipsum is dummy text of the printing and typesetting industry.

Written Example 2

Visual Example

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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ENGAGE - Content

USER JOURNEY

THEME 3

Lorem Ipsum is dummy text of the printing and typesetting industry. Lorem Ipsum is dummy text of the printing and typesetting industry.

Written Example 1

Lorem Ipsum is dummy text of the printing and typesetting industry. Lorem Ipsum is dummy text of the printing and typesetting industry.

Written Example 2

Lorem Ipsum is dummy text of the printing and typesetting industry. Lorem Ipsum is dummy text of the printing and typesetting industry.

Written Example 2

Visual Example

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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COMMENTS

Key takeout: max 2 lines here. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took.

Comment 1: Explanation Lorem Ipsum is simply dummy text of the printing and typesetting industry

​

Comment 2: Explanation Lorem Ipsum is simply dummy text of the printing and typesetting industry

​

Comment 3: Explanation Lorem Ipsum is simply dummy text of the printing and typesetting industry

Conversion

Style

Inspiration

Brand

Education

Mass

Reach

Geo Target

Becky

Xiaoge Yu

Shaofei Du

Savi

Ethan

Yi Heng

Ji Liang

Miffy

Xueyin Wang

High Reach KOLs

Micro Influencers

Multi-Channel KOL

Brand-Oriented KOL

Style-Oriented KOL

Conversion Driver

& Affiliate

Tier 2 & 3 KOL

REACH & ENGAGE - Influencers

USER JOURNEY

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

Influencer

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COMMENTS

Key takeout: max 2 lines here. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took.

Comment 1: Explanation Lorem Ipsum is simply dummy text of the printing and typesetting industry

​

Comment 2: Explanation Lorem Ipsum is simply dummy text of the printing and typesetting industry

​

Comment 3: Explanation Lorem Ipsum is simply dummy text of the printing and typesetting industry

REACH & ENGAGE - Brand Partnerships

USER JOURNEY

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

Influencer

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CONVERT

USER JOURNEY

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Key takeout: max 2 lines here. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took.

​

CONVERT - Overview

USER JOURNEY

​

Channel 1

Channel 2

Channel 3

OVERVIEW

What is the channel and rationale for selection?

​

What is the channel and rationale for selection?

​

What is the channel and rationale for selection?

​

FUNCTIONS

How can the channel be used to convert target audience?

How can the channel be used to convert target audience?

How can the channel be used to convert target audience?

TACTICS

How should each function be used to drive conversion?

How should each function be used to drive conversion?

How should each function be used to drive conversion?

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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RECOMMENDED TACTICS 01

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

CHANNEL 1

WHAT IS IT? Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's

KEY FUNCTIONS AND TACTICS TO ENGAGE <BRAND> TARGET AUDIENCE

RECOMMENDED TACTICS 02

​

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem Ipsum has been the industry's standard dummy text ever since
  • been the industry's standard dummy text ever since the 1500s, when an unknown�Ipsum has been the industry's standard dummy text ever since

RECOMMENDED TACTICS 03

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

CONVERT

USER JOURNEY

FUNCTION

01

FUNCTION

02

FUNCTION

03

56

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RECOMMENDED TACTICS 01

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

WHAT IS IT? Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's

KEY FUNCTIONS AND TACTICS TO ENGAGE <BRAND> TARGET AUDIENCE

RECOMMENDED TACTICS 02

​

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem Ipsum has been the industry's standard dummy text ever since
  • been the industry's standard dummy text ever since the 1500s, when an unknown�Ipsum has been the industry's standard dummy text ever since

RECOMMENDED TACTICS 03

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

CHANNEL 2

CONVERT

​

USER JOURNEY

FUNCTION

01

FUNCTION

02

FUNCTION

03

57

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RECOMMENDED TACTICS 01

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

WHAT IS IT? Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's

KEY FUNCTIONS AND TACTICS TO ENGAGE <BRAND> TARGET AUDIENCE

FUNCTION

01

RECOMMENDED TACTICS 02

​

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem Ipsum has been the industry's standard dummy text ever since
  • been the industry's standard dummy text ever since the 1500s, when an unknown�Ipsum has been the industry's standard dummy text ever since

RECOMMENDED TACTICS 03

​

  • Lorem Ipsum has been the industry's standard dummy text ever since Lorem Ipsum has been the industry's standard dummy text ever since
  • The 1500s, when an unknown printer took a galley of type. Lorem Ipsum has Lorem
  • been the industry's standard dummy text ever since the 1500s, when an unknown

FUNCTION

02

FUNCTION

03

CHANNEL 3

CONVERT

​

USER JOURNEY

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RETAIN

USER JOURNEY

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“???” Hub

CHANNEL 2

“???” Hub

“???” Hub

MP/H5

CHANNEL 1

CHANNEL 4

CHANNEL 3

MP/H5

“???” Hub

  • Channels connected to a centralised data bank via Mini-Programs or H5 pages

​

  • Data bound by mobile phone number

​

  • Data plugged into a centralised CRM system

​

  • Users tagged and segmented within centralised CRM system

​

  • Users re-targeted via content on social channels, promotions on eCommerce channels as well as Ads and SMS

​

  • Multi-channel loyalty schemes generated and tracked centrally

RETAIN - Ecosystem and Data Capture

​

USER JOURNEY

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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Influencer

Alipay

Wechat

Douyin

Weibo

Tmall

LA/MP

H5

OA/MP

MP

H5

Raw Data

CRM

Content Retarget /

Loyalty Programme

RETAIN - CRM & Re-Targeting

​

USER JOURNEY

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

  • Channels connected to a centralised data bank via Mini-Programs or H5 pages

​

  • Data bound by mobile phone number

​

  • Data plugged into a centralised CRM system

​

  • Users tagged and segmented within centralised CRM system

​

  • Users re-targeted via content on social channels, promotions on eCommerce channels as well as Ads and SMS

​

  • Multi-channel loyalty schemes generated and tracked centrally

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Influencer

ONLINE

REACH

ENGAGE

CONVERT

RETAIN

CHANNEL 1

​

OFFLINE

CHANNEL 2

​

CHANNEL 3

​

CHANNEL 4

​

CHANNEL 5

​

CHANNEL 1

​

CHANNEL 2

​

CHANNEL 3

​

CHANNEL 4

​

CHANNEL 5

​

CHANNEL 1

​

CHANNEL 2

​

CHANNEL 3

​

CHANNEL 1

​

CHANNEL 2

​

CHANNEL 3

​

B R A N D �L O G O

Build connections through interaction and value exchange

​

Enable and drive purchase of brand and products

​

​

Ongoing interaction, loyalty and advocacy

​

Drive awareness and discovery with target audience

​

​

OVERVIEW

USER JOURNEY:

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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CHINA BLUEPRINT

3-YEAR ROADMAP

TIMELINES 01

ROUTE TO ROI 02

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key success metrics: max 2 lines here. �Lorem Ipsum is simply dummy text of the printing

key success metrics: max 2 lines here. �Lorem Ipsum is simply dummy text of the printing

key success metrics: max 2 lines here. �Lorem Ipsum is simply dummy text of the printing

​

Q1

Q2

Q3

Q4

Q1

Q2

Q3

Q4

Q1

Q2

Q3

Q4

SETUP

​

​

​

​

​

​

​

​

​

​

​

​

REACH

​

​

​

​

​

​

​

​

​

​

​

​

ENGAGE

​

​

​

​

​

​

​

​

​

​

​

​

CONVERT

​

​

​

​

​

​

​

​

​

​

​

​

RETAIN

​

​

​

​

​

​

​

​

​

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​

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Lorem ipsum

Year 1

Year 2

Year 3

Milestone

Milestone

Milestone

Milestone

Milestone

Milestone

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

Timelines & Milestones

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3-YEAR ROADMAP:

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Key takeout: max 2 lines here. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took.

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Influencer

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YEAR 1

YEAR 2

YEAR 3

FOCUS

Setup - x%

Reach - x%

Engage - x%

Convert - x%

Retain - x%

Setup - x%

Reach - x%

Engage - x%

Convert - x%

Retain - x%

Setup - x%

Reach - x%

Engage - x%

Convert - x%

Retain - x%

SUCCESS METRICS

1.

2.

3.

1.

2.

3.

1.

2.

3.

INVESTMENT

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​

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FORECAST SALES

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​

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ROI

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​

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Route to ROI

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3-YEAR ROADMAP:

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

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CHINA BLUEPRINT

YEARLY ACTION PLAN

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Key Objective

Measures of Success

Reach

Build Targeted Awareness

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Launch/grow Official Accounts and develop Fan/Follower base

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Explore new channels (Little Red Book, Douyin, other)

Targeted impressions/reach

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Net new WeChat fans/Weibo followers

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Review and Decide Next Steps

Engage

Official Account push message reads

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Official Account push message interactions

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Retention rates on Official Accounts

WeChat article open rates

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WeChat article/Weibo post interaction rates

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WeChat/Weibo retention rates

Convert

Drive traffic to conversion touchpoints

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Optimise conversion touch points

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Explore domestic distribution

Traffic

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Conversion %

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Review and Decide Next Steps

Retain

Setup SCRM on WeChat

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Determine tags and start to segment into interest groups

Launch

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Review and Decide Next Steps

Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

Objectives

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YEARLY ACTION PLAN:

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Item

Estimated Cost (£)

Timings

1

Setup WeChat Official Account

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2 months

2

Execute 4 x Tactical Campaigns (CNY, Summer, Golden Week, Double 11)

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3

Domestic Business License and Entity Setup

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9 months

4

Setup SCRM

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5

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6

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7

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8

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​

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9

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10

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​

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Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

Checklist

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YEARLY ACTION PLAN:

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Influencer

Overview

Insight

Define

Reach

Engage

Convert

Retain

User Journey

3 Years Roadmap

Yearly Action Plan

China Calendar

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YEARLY ACTION PLAN:

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Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct

Nov

Dec

CHINA KEY EVENT

CNY

Lantern Festival

Women Day

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Labour Week

6.18

Summer

Mid- Autumn Festival

Back-to-school

Golden Week

Singles Day (11.11)

12.12

BRAND KEY EVENT/ CHINA MILESTONE

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Summer Peak

Summer Peak

SCRM Plug-In

WeChat MP Launch

K11 Launch

Xmas Peak

CAMPAIGN

CNY

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Golden Week

K11 Launch

Xmas

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APPENDIX

CHINA BLUEPRINT:

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Thank you

THANK YOU

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