1、Agenda,CONTENT,Mixxtail 2016 Social Calendar,Mixxtail Social Review,Mixxtial Social Next Step,Predictable Topic:Festival Seasons Activities EC Celebrity,Timeline：Month 3-12(2016),Mar.,Apr.,May,June,July,Aug.,Sep.,Oct.,Nov.,Dec.,Festivalseasons,3.14 White Valentines Day,5.4Youth Festival,6.12Shanghai2、 Intl Movie Fest,8.5Olympic,6.10European Cup,8.9Chinese V Day,9.15中秋,10.1National Day,Activities,Kris Wu,11.11Shopping Day,11.6Kris Birthday,11.24Thanksgiving,10.31Halloween,12.25Christmas,9月Kris Movie爵迹,MixxTail 2016 Social Calendar,8月Kris Movie,Launch Campaign,Challenge Campaign,Kristail Campaign,3、TBD,是！尚先生Fashion Drama,暴走法条君Crazy Court,AugKristail Press Release,Oct Kris Party,School Open Day,5-6月Graduation Season,HOT SPOT O2O Activity,Agenda,CONTENT,Mixxtail 2016 Social Plan,Mixxtail Social Review,Mixxtial Social Next Step,New campaign about challenge,its assets contain TVC,H5,Poster and so 4、on.,与吴亦凡粉丝合作举办线下观影活动，品牌给予赞助，粉丝线上配合宣传，引流线下参与粉丝关注品牌官方帐号,赞助电视剧是尚先生，配合是尚先生剧组共同宣传推广，扩大品牌知晓度。,MIXXTAIL TVC Launch,Weibo&Weixin,TVC Launch Campaign,Fashion Dramacampaign,Kris Movie Activity,Challenge Campaign,Activity on Social,KristailCampaign,Crazy Court,冠名暴走法条君，结合节目内容，制造social 讨论，吸引更多外围TA关注度讨论度。,微博微信日常维5、护运营，持续传达品牌信息，进行品牌教育，不断吸引忠实用户加入。,充分利用代言人资源，结合当下最火爆social互动形式-直播，引爆social平台讨论扩散。,Weibo&Wechat Behavior Review,Weibo Status,行业类别：食品饮料-酒精类,账号权限：企业官方认证,微博头像：魅夜鸡尾酒品牌Logo,微博名称：MIXXTAIL魅夜专业鸡尾酒,微博封面图：吴亦凡&Mojito官方KV,Official Account,4,Activity,9,#Hushtag#,35,Always on,Weibo Behavior,Reading:802,379Engagement:6、19,149,Reading:23,857,504Engagement:371,928,Reading:72,469,970Discussion:204,937,Comments Type,Ask how to buy Mixxtail,Mixxtail Buyer Show,Mixxtail tastes better than RIO,5.7%Scale,3.9%Scale,0.3%Scale,欢迎语动态更新图文推送,微信菜单,*以上为截止到2016.05.10的数据资料,Wechat Status,14,Brand Relative,6,Others,8,Campaign Relativ7、e,Wechat Behavior,Reading:60,186Share&Like:1,352,Reading:12,831Share&Like:4,114,Reading:5,883Share&Like:443,TVC Launch Behavior Review,TVC Launch,TVC*1,TVC Teaser*1,TVC Highlights*5,Reading:2,1745,000Engagement:284,585Video View:408,220,TVC Pre-release Activity&TVC Official release on TV,Reading:15,8、792,367Engagement:168,247,Fashion Drama Shooting Visit,3,Fashion Drama Shooting Visit,Warm-up：Weibo account post the contentInteraction:Attract fans to join by a MixxTail game,Kris Wu Movie Activity,4,Kris movie watching activity in AugCooperating with Kris Wu Fans Club,reach 20000 fans in 200 citie9、sHotspot Sampling in BJ&SHFree Kris&Brand PosterScan QR code to get a free Mixxtail,是尚先生探班活动,Fans join the visitCelebrity PhotoPost-amplification,Agenda,CONTENT,Mixxtail 2016 Social Plan,Mixxtail Social Review,Mixxtial Social Next Step,Social content on each platform,官方微博内容发布构成 Weibo,品牌故事产品故事鸡尾酒故事&生10、活,电商活动线下促销试饮活动,TVC Launch CampaignChallenge CampaignKristail Campaign,KRIS WU相关信息,热点节日活动,是！尚先生合作暴走法条君合作联合粉丝观影活动,官方微信内容发布构成Wechat,电商活动线下促销试饮活动,品牌故事产品故事鸡尾酒故事&生活,TVC Launch CampaignChallenge CampaignKristail Campaign,KRIS WU相关信息,是！尚先生合作暴走法条君合作联合粉丝观影活动,热点节日活动,Wechat Account Structure,新版微信菜单修改建议,了解魅夜魅夜家族11、专业之选Bartender凡,玩转魅夜是！尚先生（根据Campaign主题进行调整）,立享魅夜购买专区（品牌电商链接，引导至电商购买）,QR code Identification,1.Unique QR code for different channels,2.Push different content to subscribers from different channels,To monitor the traffic clearly from different channels,To serve right content to right people accurately,12、QR A：Follow Wechat AccountAlways on/Roadshow,QR B：Push the latest newsWeibo/Activity,QR C：Kris related contentKris Fans,QR D：KA lucky draw H5From KA promotion,官方微信,官方微博,Always On,Road Show,KA Cooperation,Challenge Campaign,Kristail Campaign,Social,Content,SALES,Social Drives Trial and Purchase,ALWAY13、SON,Social Always On,Traffic:Content leads to trial.Add Tmall link on Weibo and Wechat,天猫链接,淘口令,ROADSHOW,O2O:Promote BTL Roadshow on Social,Promote and post-amplification roadshows to drive trial and purchase,线上活动宣传,线下试饮活动,KACooperation,KA cooperation,Scan the receipt,win a chance to get a prize,线下实14、体商超购买产品,拍摄购物小票,上传至线上活动页面参与抽奖,CHALLENGECAMPAIGN,Online H5&Trial,Lead the traffic to E-shop at the end of H5,H5结束后，背景变暗吴亦凡手中酒杯呈现高光动态效果提示用户【点击】进入下一步,点击光标提示的酒杯后，用户进入天猫产品页面，领取产品试饮,KRISTAILCAMPAIGN,YYT&Tmall Co-promote,Traffic：PHASE 1 YYT&social platform warm up to hunger marketing the Limited Kristail PH15、ASE 2 YYT&Tmall Presell PHASE 3 Crowd funding with Fans to drive sales,Limited Edition Exposure,YYT&Tmall Presell,E-Commerce Crowd Funding,01,02,03,利用微博和音悦台平台对Kris新包装和唇印酒杯进行话题炒热,音悦商城&天猫商城对单品进行限量发售,根据天猫魅夜产品的销量开放不同层次的福利,Introduction to ABI Ecommerce,China Internet User Landscape,Internet users concent16、rated among urbanites but more potential for growth in rural areas.Chinese internet population are also among the most active social media users in the world.,Chinas online population is growing rapidly and reached 649 million,and of which more than half are shopping online.,Source:CNNIC,December 2017、14,Rural,Urban,China Internet Users(Millions),Percentage of overall population,China:Largest E-Retail Market in the World,GMV of China online shopping market 2011-2018,GMV of online shopping(bn RMB),%growth rate,Source:iResearch March 2015,China:Rising of Mobile Shopping,China has worlds largest mob18、ile Internet user base with 557 million users This convenience in Internet access is expected to drive higher online shopper engagement.Mobile commerce is growing rapidly in China.,Source:iResearch March 2015,CNNIC January 2015,China Mobile EC Market Share by GMV in 2014,China Mobile Commerce GMV(RM19、B Billions),Ali Mobile(Tmall+Taobao)86.2%,Alibaba Group Commerce Ecosystem,Buyers,Major Businesses,ABI Businesses,AbInBev E-Channel Strategy,AbInBev:Shopping Kindom of Beers(Except Bud,Corona)Bud:Bud Brand Store；Corona:Corona Brand Store；,Brands Authorized：Data Analysis&Price Control,C-store Management：Authorized Distribution&Counterfeiting；,AbInBev E-Channel Strategy,