Today, we released our inaugural China Watches & Jewelry Supplement, the second in a series of China-focused reports that serve as addenda to our flagship Digital IQ Index: China report. This particular installment benchmarks 20 global Beauty brands’ digital competence in China, looking at trends in the market as well as best practices and stand-out brand case studies. As always, our reports also provide insights into, and analysis of, the extensive research, which covers more than 800 data points across four primary dimensions: Site, Digital Marketing, Social Media and Mobile. Consistently one of most digitally competent vertical of those we measure, Beauty brands continue to excel, even on a narrower, regional scale. As they were in our 2012 Digital IQ Index: Beauty study, released last November, Estée Lauder and Lancôme took spots one and two, respectively and were crowned the supplement’s only digital Geniuses.
As you can tell from the class categories in the rankings above, the Watches & Jewelry vertical in not particularly digitally adept. In fact, nearly two-thirds of the 22 brands assessed in this supplement earned the lowest-possible IQ title of ‘Feeble,’ making it the second-weakest performing luxury industry in China after Fashion. Chow Tai Fook, the sole digital Genius, is also the sole e-commerce-enabled brand in the category. Its standout site includes best-in-class customer service, prices listed in both dollar and Chinese RMB, and social media integration across all digital properties.
In terms of social media, the field fared even worse. On average, these brands are present on just 2.4 social media platforms and have Sina Weibo communities of under 66K–the smallest and least engaged across all prestige verticals. There were some bright spots, however. Montblanc led the pack on emerging, event-based social site Douban, with a series of gated user-generated content campaigns. On Kaixin, Swarovski has grown its following by 50 percent in the last three months alone. Patek Philippe and Vacheron Constantin are the only brands that still have no social footprint in China.
For more insights and to view the full Watches & Jewelry rankings, download an excerpt here. Also, be sure to check the blog throughout the coming weeks for additional, related posts.