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This report looks at more than 400 KOL’s in China, for the first time, in a highly quantitative way using deep analysis of Mentions, Likes, Reposts, Sentiment and Engagements.

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Published by Bomoda, 2016-08-29 17:22:06

China Luxury, Beauty and Fashion KOL Insights – Q3 2016

This report looks at more than 400 KOL’s in China, for the first time, in a highly quantitative way using deep analysis of Mentions, Likes, Reposts, Sentiment and Engagements.

Keywords: Bomoda,KOL,Luxury,Beauty,Fashion

CHINA

LUXURY, BEAUTY

and FASHION

INSIGHTS – Q3 2016

A REPORT ON LUXURY AND FAST FASHION’S
MOST VALUABLE INFLUENCERS

IMPROVING THE EFFECTIVENESS
& EFFICIENCY OF MARKETERS
& THEIR AGENCIES
1


his report looks at more than 400 KOL’s in China, for the
first time, in a highly quantitative way using deep analysis
of Mentions, Likes, Reposts, Sentiment and Engagements.
It doesn’t rely on hearsay and rumor – it relies on data.
Bomoda and R3 are collaborating in China to give transparency
to the world of Social and E-Commerce. While this is a new
partnership, our collective management teams have years of
history in the Middle Kingdom.
Our goal is simple – improved insights will lead to better
business decisions and results. To produce this report, we
didn’t rely on prior wisdom or a consumer survey – we spent
countless hours analyzing several thousand Key Opinion
Leaders (“KOLs”) talking about or being discussed in tandem
with 25 of China’s leading luxury, fashion and beauty brands.
This painstaking analysis looked at mentions, reports, likes,
reads, sentiment, purchase intent and total engagement - to
form an overall picture of the strongest brands and the
strongest opinion leaders. We hope you enjoy the first of our
regular reports.

IMPROVING THE EFFECTIVENESS
& EFFICIENCY OF MARKETERS
& THEIR AGENCIES

2


DETAILED
APPROACH

As keen observers of the Chinese social media marketplace and China’s luxury and
fast fashion industries, Bomoda has viewed and participated in the evolving and
dynamic interplay between the two.

There has been much discussion of late in the market’s more competitive current
state regarding the efficacy of KOLs. Naysayers claim that KOLs are overhyped and
overpaid, merely attracting eyeballs and not sales. While we agree that there is some
validity to this position, we also believe KOLs are, and will continue to be, an integral
component to the Chinese consumer journey. Many KOLs are indeed inefficient, but
this is more a matter of misaligned and mismanaged expectations than a lack of
relevance. For every one celebrity who commands large sums to promote a brand’s
products but fails to generate the expected results, there is an unheralded and
unpaid fashion blogger generating the necessary engagement and positive sentiment
to affect sales.

In the attached analysis we seek to unlock for the month of July 2016 who exactly
were the most valuable content creators and celebrities leveraged by or captured
wearing the 25 representative brands in our report.

Here, we sought to bring to the study more than the typically cited popularity and
engagement metrics. Instead, while incorporating popularity and engagement as
signs of impact, we also layered in the quality of the engagement, the feelings it
elicited in a blogger or celebrities’ followers, and whether the content motivated the
consumer to look to buy the brand or product associated with the content.

Each day, Bomoda churns through and analyzes 4 million public accounts on WeChat.
We follow nearly 60,000 Weibo accounts deemed influential based on size and
engagement of the account’s following, as well as listen to mentions of those 60,000
accounts by all other Weibo accounts.

The daily outcomes of the exercises we undertake for our clients include the private
creation of a series of metrics tied to popularity, engagement, authenticity, sentiment
and purchase intent.

Shorthand analysis such as this public report is imperfect and does not reflect the
deeper insights we generate for our clients. For instance, we do not correlate social
media activity to the purchase data we capture on Alibaba and Jingdong. And, KOL
impact fluctuates markedly month-to-month. However we hope you find it valuable in
your endeavors.

IMPROVING THE EFFECTIVENESS
& EFFICIENCY OF MARKETERS
& THEIR AGENCIES

4


BOMODA ANALYZED 25 BELLWETHER
LUXURY AND FAST FASHION BRANDS IN CHINA:

Burberry Bvlgari Cartier Chanel Coach

Dior Estée Lauder Givenchy Gucci H&M

Hollister Kate Spade Kenzo Lancôme Loewe

Louis Vuitton Marc Jacobs Michael Kors Olay Omega

Salvatore Ferragamo Stella McCartney Tiffany & Co. Tory Burch Zara

OUR LIST IS DIVIDED INTO 4 DISTINCT GROUPS
OF 100, AS EACH OFFER UNIQUE CHARACTERISTICS:

1 WeChat Bloggers (those creating content on WeChat via a public account associated

with the 25 brands in the study)

2 WeChat Celebrities (those cited by a public WeChat account in connection with one of

the 25 brands in the study)

3 Weibo Bloggers (those creating content on Weibo associated with the 25 brands in

the study)

4 Weibo Celebrities (those cited by all Weibo accounts in connection with one of the 25

brands in the study)

IMPROVING THE EFFECTIVENESS
& EFFICIENCY OF MARKETERS
& THEIR AGENCIES

6


SCOPING AND SCORING FOR WECHAT:

We conducted a preliminary screen of the contents from 4MM
public accounts on WeChat to extract those that had mentioned the
25 brands

We then carried out a counterfeit analysis based on the aggregate
textual materials by which we parsed out the WeChat content
related to counterfeit goods advertisements

We then dissected the remaining aggregate data by individual KOLs
(blogger or celebrity) while generating measures of popularity,
engagement and sentiment for each

Finally, we developed an expansive weighting system that takes
into consideration various derivative variables, including the quality
of engagement, level of interest and rate of participation among
the WeChat accounts’ reader base

SCOPING AND SCORING FOR WEIBO:

Similarly, we applied a preliminary screening process to the
contents generated by 60,000 Weibo accounts to identify those
that had mentioned the 25 brands

We then conducted a content analysis by which we parsed out the
Weibo posts related to counterfeit goods advertisements

We then dissected the remaining aggregate data by individual KOLs
while generating measures of popularity, engagement, sentiment
and intent to purchase for each from across the entirety of Sina
Weibo

Like WeChat, the weighting system for Weibo KOLs takes into
account various derived metrics, such as the quality of engage-
ment, rate of engagement, as well as loyalty and advocacy among
the follower base


Notable KOLS

BLOGGER KOLS

Gogoboi

Intro: A titan on WeChat (he ranked 7th on the platform), Gogoboi failed to
register in the top 25 on Weibo

Top 3 associated brands on WeChat: Louis Vuitton, Marc Jacobs, Bvlgari

No mentions of the 25 brands by Gogoboi’s Weibo account

Unique Approach: Who else this month would recommend outfits by color
matching clothing and bags with characters in Pokemon?

她刊

Intro: The female focused @她刊 publishes articles
demonstrating a masterful range of insights from celebrity
fashion styles and popular TV dramas to reality shows and
beauty product recommendations.

Top 3 associated brands on WeChat: Dior, Givenchy, Gucci

No mentions of the 25 brands by its Weibo account, which
was established in January 2015, and largely focuses on
promoting its WeChat account.

Unique Approach:
Not content to simply cover the wedding ceremony of Lin, Xin Ru and Huo, Jian, the account eschewed

the typical wedding fare for deeper looks into the bride’s daily handbag selections
Also, the account subtly shifted a Chanel article from Gisele Bundchen’s natural nude

makeup style and her video of beauty tips to an introduction of Chanel’s liquid foundation IMPROVING THE EFFECTIVENESS

& EFFICIENCY OF MARKETERS
& THEIR AGENCIES

8


化妆师 MK-雷韵祺 Intro: @化妆师MK-雷韵祺 expertly
makes designer skincare and makeup
recommendations (and increasingly
apparel as well) without encouraging
the reader to break the bank or simply
buy the obvious

Top 3 associated brands on WeChat: Zara, H&M, Estee Lauder

Top 2 associated brands on Weibo: Chanel, Estee Lauder

Unique Approach: She is supremely active and positive in interacting with her followers, hosting
raffle events and inviting followers to share their post-usage feedbacks of their beauty products.

包先生

Intro: Handbags, handbags, and more
handbags to 1.8mm followers

Top 3 associated brands on Weibo:
Loewe, Louis Vuitton, Coach

Top 3 associated brands on WeChat:

Unique Approach: Louis Vuitton, Dior, Givenchy

Trusted for his taste and curation. Expertly weaves together photos and street snaps of

handbags of a broad range of styles across season and color and price

Recently, the blogger has been expanding into the shoes category with a new account

created under the name @鞋先生

手边巴黎

Intro: Represented by Huayi Brothers, she
singularly sits at the cultural intersection of
fashion, lifestyle and travel

Top 3 associated brands on Weibo:
Gucci, Stella McCartney, Coach

Top 3 associated brands on WeChat:

Unique Approach: Gucci, Bvlgari, Chanel

Expanding out of travel, @手边巴黎 (‘Paris at hand’) is now impacting her followers

through the advocacy of a fashionable harmony of travel and lifestyle

Making the mundane exotic, she recently introduced shopping sites in Paris Charles de

Gaulle Airport by describing the ‘unique romantic’ vibe of this airport. Bvlgari and

Chanel were beneficiaries of this post


Notable KOLS

CELEBRITY KOLS

Huo, Jian Hua & Lin, Xin Ru
Intro: The super-couple married on July 31, 2016
at the Bvlgari Resort in Bali. The wedding, featuring
such brands as Bvlgari and Salvatore Ferragamo,
was the dominant topic overall for the month

Top 4 associated brands on Weibo: Bvlgari, Dior,
Lancome, Estee Lauder

Top 3 associated brands on WeChat: Bvlgari, Tiffany, Estee Lauder

Unique Approach:
Celebrity Synergy. Topics ranged from their wedding details to hotel selections and

skincare products recommendations. Nearly all of the influential fashion media and
fashion bloggers that had mentioned the celebrities, namely @海报网, @世界时装之苑,
@gogoboi and @吉良先生, wrote in detail about
the ceremony

Interestingly, while WeChat content trended toward descriptions of items and places,
Weibo centered on the evolution of their relationship, from a 10-year friendship to a
life-long companionship, elevating overall sentiment

Xu, Wei Zhou
Intro: The Chinese epitome of “小鲜肉” (“fresh meat”), he
made his debut as the leading character in a popular
online drama, Addiction (上瘾), in January 2016

Top 3 associated brands on Weibo:
H&M, Louis Vuitton, Dior

Top 3 associated brands on WeChat:

H&M, Louis Vuitton, Stella McCartney

Unique Approach:

Coinciding with his Asia tour, the endorsement for H&M’s recently launched luxury

activewear line gained the second highest number of engagements of all celebrities,

bested only by Lu, Han, despite a relatively low number of mentions (~300).

The combination of promotional (10% off and free shipping) and raffle content

created a high level of purchase intent amongst his user base IMPROVING THE EFFECTIVENESS
& EFFICIENCY OF MARKETERS
& THEIR AGENCIES

10


Kendall Jenner
Intro: An Internet personality (“网红”) Kardashian clan member,
supermodel, and fashion trendsetter

Top 3 associated brands on Weibo:
Givenchy, Estee Lauder, Louis Vuitton

Top 3 associated brands on WeChat: Gucci, Louis Vuitton, Dior
Unique Approach:
Jenner’s street-style is favored by Chinese female millennials to a greater degree than any current Western
personality. This wave aligned her closely on Weibo and WeChat with “now” trends such as slip dresses,
crop tops, activewear and slippers

Gao, Yuan Yuan
Intro: The “Goddess” (“女神”) ranked as the 7th most influential
celebrity on WeChat but only 36th on Weibo

Top 3 associated brands on Weibo: Olay, Michael Kors, Dior

Top 3 associated brands on WeChat: Gucci, Dior, Bvlgari

Unique Approach:
Venturing into the business sphere, Gao quickly established her

personal fashion brand, Yuan Yang (“圆漾“), whose shoe line has
been frequently recommended in the context of the glove shoe trend
Her street fashion exerts a great level of influence among Chinese consumers. As a result, a majority of discus-
sions around her were outfit and style recommendations from influential fashion media and bloggers, such as
@时尚芭莎 and @AnnyStyleonTop, especially on WeChat. For this reason, a significant proportion of Gao-driven
posts on Weibo were advertisements from Daigous promoting products featured in her various street-style images.

Oh Se-Hun Intro: The K-Popper and his band EXO proved that Korea was
only a prelude to their China prominence. Despite virtually no
official brand collaborations to his name, he still vastly outper-
formed other celebrities on Weibo in the eyes of fashion fans

Top 3 associated brands on Weibo: Dior, Givenchy, Cartier
Top 3 associated brands on WeChat: Zara, H&M, Louis Vuitton

Unique Approach:
An adoring fan base:
At Dior's new store opening event in Seoul, Korean-focused accounts and his dedicated fans flooded social

media with images of his appearance
Frequently spotted in Givenchy, his street style photos captured by media accounts and fans generated a

practice amongst his followers of purchasing Givenchy products as gifts to the singer
Frequently fantasized as a couple along with former EXO member, Lu, Han, fans were energized to see Oh

Se-Hun and Lu, Han wearing matching Cartier LOVE bracelets in their street style photos.


Brands Ranked by
Overall Performance
and Association With:

RANK WECHAT_BLOGGERS WECHAT_CELEBRITIES WEIBO_BLOGGERS WEIBO_CELEBRITIES OVERALL

1 Gucci Gucci Chanel Di or 1 Dior

2 Dior Bvl ga ri Di or Ca rti er 2 Gucci

3 Louis Vuitton Di or Gucci Bvl ga ri 3 Chanel

4 Givenchy Louis Vuitton Gi venchy Gucci 4 Louis Vuitton

5 Chanel Chanel Zara Estée Lauder 5 Givenchy

6 Burberry Gi venchy Estée Lauder Chanel 6 Estée Lauder

7 Zara Estée Lauder Burberry Lancôme 7 Lancôme

8 Lancôme Lancôme Louis Vuitton Louis Vuitton 8 Bvlgari

9 H&M Ca rti er Lancôme Gi venchy 9 Burberry

10 Marc Jacobs Burberry Olay Burberry 10 Zara

11 Stella McCartney Marc Jacobs Stella McCartney Loewe 11 H&M

12 Bvlgari Zara H&M Olay 12 Marc Jacobs

13 Estée Lauder Stella McCartney Kenzo Coach 13 Cartier

14 Loewe Tiffany & Co. Marc Jacobs H&M 14 Stella McCartney

15 Salvatore Ferragamo H&M Michael Kors Michael Kors 15 Loewe

16 Kenzo Coach Bvl ga ri Marc Jacobs 16 Coach

17 Tiffany & Co. Salvatore Ferragamo Loewe Kenzo 17 Kenzo

18 Coach Tory Burch Salvatore Ferragamo Tiffany & Co. 18 Olay

19 Cartier Michael Kors Coach Stella McCartney 19 Michael Kors

20 Michael Kors Kenzo Kate Spade Zara 20 Tiffany & Co.

21 Tory Burch Olay Ca rti er Salvatore Ferragamo 21 Salvatore Ferragamo

22 Kate Spade Loewe Tiffany & Co. Omega 22 Tory Burch

23 Olay Omega Tory Burch Kate Spade 23 Kate Spade

24 Omega Hol l i s ter Hol l i s ter Tory Burch 24 Omega

25 Hollister Kate Spade Omega Hol l i s ter 25 Hollister

IMPROVING THE EFFECTIVENESS
& EFFICIENCY OF MARKETERS
& THEIR AGENCIES

12


TOP 100 WECHAT BLOGGERS
BLOGGER TOP 3 BRANDS RANK MENTIONS LIKES READS READS/ AVG. OVERALL
MENTIONED 1 (0 - 100) (0 - 100) (0 - 100) MENTION SENTIMENT WEIGHTED
Fa s hi onWeek BY BLOGGER (0 - 100) (0 - 100) SCORE
化妆师MK雷韵祺 Gucci, Chanel, Dior 50 15 100
66 8 95 82 81 73
商务范 Zara, H&M, Estée Lauder 2 58 8 83 59 71 67
她刊 29 10 56 59 61 60
Louis Vuitton, Cartier, Dior 3 33 100 41 78 78 56
吉良先生 22 2 45 50 67 53
包先生 Dior, Givenchy, Gucci 4 18 12 40 86 71 52
gogoboi 22 7 45 93 63 51
Gucci, Marc Jacobs, Cartier 5 24 9 36 86 56 49
石榴婆报告 29 5 47 63 90 48
深夜发媸 Louis Vuitton, Dior, Givenchy 6 6 5 15 66 68 48
22 24 30 100 82 47
黎贝卡的异想世界 Louis Vuitton, Marc Jacobs, Bvlgari 7 87 4 23 58 75 44
卡娃微卡 10 4 19 11 78 42
刘小葵 Stella McCartney, Gucci, Givenchy 8 4 1 8 79 66 40
全球时尚 16 12 24 78 86 40
Gucci, Louis Vuitton, Dior 9 20 11 24 63 65 39
SOFRESHTOWEAR 2 2 5 50 74 38
时尚女装搭配 Louis Vuitton, Gucci, Stella McCartney 10 20 3 23 86 74 38
鞋饰力研究包房 35 5 29 49 78 38
大饼穿搭札记 Gucci, Chanel, Dior 11 100 1 3 34 73 38
阿滋楠 4 3 9 1 83 38
潮人 Kenzo, Loewe, Dior 12 8 9 14 88 60 37
AnnyStyl eOnTop 37 4 28 72 61 36
挑款师 Estée Lauder, Dior, Louis Vuitton 13 24 5 22 31 64 35
反裤衩阵地 14 5 15 39 71 35
江南BoyNam Givenchy, Gucci, Omega 14 14 2 14 44 82 34
IF 31 4 24 42 85 34
原来是西门大嫂 Bvlgari, Louis Vuitton, Lancôme 15 10 3 14 32 67 34
手边巴黎 54 3 19 58 67 34
气质范 Salvatore Ferragamo, Gucci, Kenzo 16 4 2 8 14 71 34
女神范儿 8 3 8 83 45 33
女神进化论 Gucci, Salvatore Ferragamo, Loewe 17 10 13 10 38 93 32
气质女人 18 1 10 42 77 32
花花酱 Bvlgari, H&M, Louis Vuitton 18 2 2 3 24 96 31
女神来这儿 24 4 19 62 69 31
妖精边儿 Coach, Givenchy, Louis Vuitton 19 12 4 11 32 61 30
时尚临风 25 5 16 37 76 30
叔式生活 Gucci, Givenchy, Stella McCartney 20 6 2 5 26 70 30
I ns ta gra m 16 7 11 32 96 30
摩尔小姐 Gucci, Dior, Chanel 21 18 4 12 27 80 29
作势 14 2 14 27 75 29
Coach, Gucci, H&M 22 14 2 8 40 61 29
Bea utyAddi cted美上瘾 50 1 3 25 83 28
苜小苜MUMU Gucci, Givenchy, Loewe 23 4 1 4 3 81 28
雌和尚 2 6 2 39 80 28
她读 Louis Vuitton, Givenchy, Dior 24 4 2 5 43 77 28
43 1 5 48 66 27
Styl e-Notes時装笔记 Zara, Burberry, Gucci 25 6 1 6 5 81 27
穿衣搭配 22 2 13 38 72 27
丹尼尔先生 Gucci, Bvlgari, Chanel 26 25 62 27
时尚林黛玉
Stella McCartney, Tory Burch, Tiffany 27
bethebeauty
我们的街拍时刻 Gucci, Marc Jacobs, Stella McCartney 28

杜绍斐 H&M, Zara, Estée Lauder 29
MWM
Louis Vuitton, Dior, Estée Lauder 30

Marc Jacobs, Gucci 31

Gucci, Bvlgari, Dior 32

Gucci, H&M, Chanel 33

Dior, Gucci, Stella McCartney 34

Burberry, Gucci, Coach 35

Dior, Burberry, H&M 36

Louis Vuitton, Gucci, Dior 37

Gucci, Dior, Louis Vuitton 38

Dior, Cartier 39

Marc Jacobs, Gucci, Chanel 40

Gucci, Bvlgari, Louis Vuitton 41

Dior, Gucci, Givenchy 42

Gucci, Salvatore Ferragamo, Chanel 43

Michael Kors, Coach, Estée Lauder 44

Burberry, Dior, Givenchy 45

Gucci, Kate Spade 46

Tory Burch, Zara 47

Gucci, Burberry, Givenchy 48

Bvlgari, Louis Vuitton 49

Coach, Salvatore Ferragamo, Gucci 50


BLOGGER TOP 3 BRANDS RANK MENTIONS LIKES READS READS/ AVG. OVERALL
MENTIONED 51 (0 - 100) (0 - 100) (0 - 100) MENTION SENTIMENT WEIGHTED
芭伶小姐 BY BLOGGER (0 - 100) (0 - 100) SCORE
美妆师Li s a Gucci, Tory Burch, Stella McCartney 14 11 6
COSMO时髦办 25 1 10 17 82 26
Dior, Lancôme, Givenchy 52 39 3 10 17 71 26
半糖 22 1 11 10 64 26
麦子熟了 Zara, Gucci, Stella McCartney 53 8 2 7 20 66 25
Fa kes hi on 27 2 6 35 65 25
灵魂有香气的女子 Dior, Omega, Estée Lauder 54 16 2 8 9 79 25
格知GUECHI 4 1 4 19 74 25
Louis Vuitton, Bvlgari, Loewe 55 47 1 5 32 75 25
haruru 6 4 3 4 65 25
孙小yo Gucci, Chanel, Dior 56 2 1 1 18 89 25
s uga ra nds pi ce 8 2 6 21 93 25
时尚伪侦探 Gucci, Burberry, Louis Vuitton 57 8 1 6 28 71 25
MyStyl e 10 1 3 31 66 24
尤马马 Lancôme, Gucci, H&M 58 8 1 4 13 89 24
服饰搭配 27 1 2 19 81 24
服装培训 Lancôme, Louis Vuitton, Bvlgari 59 8 1 3 3 84 24
Di ps y迪西 6 1 4 16 85 23
伪少年K先生 Estée Lauder, Dior, Salvatore Ferragamo 60 4 1 3 26 73 23
Fa s hi on盲视 8 1 4 27 75 23
张小媛的美丽分享 Tory Burch 61 6 1 3 22 76 23
放肆Max 10 2 5 15 87 23
优里娜 Givenchy, Dior, Burberry 62 12 1 3 19 75 23
教你学会女装搭配 6 2 4 10 87 23
诳美妄想 Michael Kors, Coach, Kate Spade 63 24 1 5 26 71 23
小世界穿搭札记 24 2 5 8 74 23
Lady美人日记 Dior, Givenchy, Olay 64 14 2 6 9 72 23
时尚时刻 22 1 1 17 70 23
明天穿什么 Cartier, Lancôme, Givenchy 65 12 1 5 2 86 22
私席Seaty 8 1 5 16 72 22
Fa s hi onucki ng Burberry, Dior, Zara 66 22 1 1 25 64 22
穿衣潮搭配 4 1 3 1 85 22
大E妈 Bvlgari, Salvatore Ferragamo, H&M 67 6 3 1 26 69 22
美伢姐姐Ma ki yo 10 1 5 7 92 22
WoW姐说 Coach, Bvlgari, Loewe 68 29 1 1 19 69 22
i FASHI ON 29 1 2 2 76 22
服装设计师 Michael Kors, Lancôme 69 12 1 6 3 73 22
于小戈 2 1 1 18 66 22
SaraSAra蕾蕾酱 Burberry, Dior, Louis Vuitton 70 12 1 6 20 78 21
chillboi 16 1 4 20 61 21
奢侈品牌 H&M, Zara, Lancôme 71 8 2 3 9 73 21
BoobooCandy 6 1 2 16 73 21
月之海 Chanel, Zara, H&M 72 8 1 4 14 78 21
vivianxu1105 2 1 1 16 71 21
时尚资料馆 Zara, H&M, Stella McCartney 73 10 1 1 4 95 21
时尚潮女范 10 2 2 3 88 21
TEN2Styl e Dior, Estée Lauder 74 4 2 3 7 81 21
徐峰立 2 2 2 29 58 21
Rebecca姚姚 Zara, Chanel, Estée Lauder 75 4 1 1 26 65 21
穿衣有范 16 1 2 9 86 21
Fa s hi onDa y Dior, Gucci, Stella McCartney 76 4 78 20

Cartier, Bvlgari, Dior 77

Estée Lauder, Dior, Louis Vuitton 78

Louis Vuitton, Dior, Givenchy 79

Gucci, Zara, Dior 80

Louis Vuitton, Gucci, Givenchy 81

Kate Spade, Michael Kors, Dior 82

Dior, Givenchy 83

Lancôme, Burberry, Dior 84

Louis Vuitton, Dior, Gucci 85

Dior, Gucci, Givenchy 86

Givenchy, Dior, H&M 87

Chanel 88

Louis Vuitton, Chanel, Kenzo 89

Gucci, Louis Vuitton, Givenchy 90

Gucci, Marc Jacobs, Chanel 91

Dior, Burberry, Gucci 92

Michael Kors, Salvatore Ferragamo, Tory Burch 93

Dior 94

Chanel, Louis Vuitton, Givenchy 95

Givenchy, H&M, Stella McCartney 96

Dior, Gucci, H&M 97

Dior 98

Dior, Gucci 99

Gucci, Kenzo, Louis Vuitton 100


TOP 100 WECHAT CELEBRITIES
CELEBRITY TOP 3 BRANDS RANK MENTIONS LIKES READS READS/ AVG. OVERALL
ASSOCIATED WITH 1 (0 - 100) (0 - 100) (0 - 100) MENTION SENTIMENT WEIGHTED
Huo, Jian Hua CELEBRITY (0 - 100) (0 - 100) SCORE
Fan, Bing Bing Bvlgari, Tiffany, Estée Lauder 71 91 94
72 62 100 18 60 66
Yang, Mi Gucci, Bvlgari, Louis Vuitton 2 67 57 100 19 61 63
Liu, Wen 45 100 85 21 65 63
Lin, Xin Ru Bvlgari, Gucci, Dior 3 73 50 89 26 63 61
Liu, Shi Shi 52 46 70 17 61 59
Gao, Yuan Yuan Dior, Gucci, Louis Vuitton 4 41 70 64 19 64 51
Angel a ba by 52 40 73 22 62 50
Liu, Tao Bvlgari, Estée Lauder, Tiffany 5 43 67 56 19 59 49
Taylor Swift 36 45 66 18 64 48
Kendall Jenner Bvlgari, Gucci, Dior 6 34 45 68 25 68 48
Miranda Kerr 22 72 47 27 65 47
Gigi Hadid Gucci, Dior, Bvlgari 7 28 45 60 29 69 45
Song, Jia 31 42 54 30 63 44
Hu, Ge Gucci, Dior, Givenchy 8 41 31 55 24 67 43
Ri ha nna 21 37 46 18 60 42
Sun, Li Bvlgari, Estée Lauder, Givenchy 9 21 54 41 29 64 39
Hilary Rhoda 1 1 27 58 39
Chiara Ferragni Dior, Gucci, Louis Vuitton 10 20 33 2 100 83 37
Xu, Xi Di 17 57 38 26 68 36
Yao, Chen Gucci, Louis Vuitton, Dior 11 9 56 32 25 59 36
Chen, Yan Xi 28 28 23 37 65 36
Eddie Peng Louis Vuitton, Dior, Gucci 12 7 52 39 19 64 36
Chen, Xiao 29 23 21 43 62 35
Victoria Beckham Gucci, Dior, Givenchy 13 21 27 38 18 64 35
Zhou, Xun 26 21 38 24 65 35
David Beckham Gucci, Dior, Louis Vuitton 14 45 21 37 20 68 35
Wang, Kai 8 52 34 11 55 34
Tang, Yan Bvlgari, Cartier, Louis Vuitton 15 18 23 22 38 61 34
Zhao, Wei 36 22 37 29 63 34
Xi, Meng Yao Gucci, Dior, Givenchy 16 7 51 34 13 60 34
Kate Moss 16 29 20 41 58 33
Yuan, Shan Shan Estée Lauder, Louis Vuitton, Gucci 17 13 25 30 26 65 33
Huang, Xiao Ming 23 21 31 34 62 32
Shu, Qi Dior, Tiffany, Estée Lauder 18 23 21 34 20 62 32
Olivia Palermo 18 17 32 19 63 32
Kris Wu Gucci, Dior, Louis Vuitton 19 18 22 30 23 70 32
Ethan Juan 28 25 32 25 62 32
Li, Yu Chun Gucci, Louis Vuitton, Dior 20 19 23 29 14 60 31
Bella Hadid 10 19 29 21 64 31
Zhao, Li Ying Dior, Chanel, Gucci 21 12 15 25 35 65 30
Wang, Fei 26 20 31 35 59 30
Gu Li, Na Zha Cartier, Salvatore Ferragamo, Bvlgari 22 13 21 29 15 57 30
Liu, Yi Fei 17 17 22 23 70 29
Yang, Du Bvlgari, Cartier, Gucci 23 1 1 29 23 60 29
Hannah Quinlivan 11 16 1 60 82 29
Cartier, Salvatore Ferragamo, Bvlgari 24 15 15 25 31 61 29
Ni, Ni 21 12 25 23 63 28
Jun Ji-hyun Gucci, Louis Vuitton, Dior 25 21 9 26 17 62 28
Song Hye-kyo 22 19 23 15 69 28
Bvlgari, Chanel, Dior 26 25 15 58 28
Lu, Han
Louis Vuitton, Burberry, Gucci 27

Gucci, Dior, Estée Lauder 28

Gucci, Louis Vuitton, Dior 29

Bvlgari, Lancôme, Louis Vuitton 30

Gucci, Givenchy, Marc Jacobs 31

Louis Vuitton, Gucci, Dior 32

Gucci, Louis Vuitton, Marc Jacobs 33

Gucci, Dior, Cartier 34

Bvlgari, Zara, Gucci 35

Dior, Marc Jacobs, Gucci 36

Burberry, Bvlgari, Gucci 37

Louis Vuitton, Bvlgari, Dior 38

Gucci, Givenchy, Louis Vuitton 39

Gucci, Coach, Givenchy 40

Dior, Gucci, Estée Lauder 41

Gucci, Chanel, Louis Vuitton 42

Gucci, Lancôme, Burberry 43

Dior, Gucci, Louis Vuitton 44

Lancôme 45

Gucci, Dior, Chanel 46

Dior, Gucci, Louis Vuitton 47

Gucci, Dior, Louis Vuitton 48

Lancôme, Gucci, Estée Lauder 49

Lancôme, Cartier, Dior 50


CELEBRITY TOP 3 BRANDS RANK MENTIONS LIKES READS READS/ AVG. OVERALL
Karlie Kloss ASSOCIATED WITH 51 (0 - 100) (0 - 100) (0 - 100) MENTION SENTIMENT WEIGHTED
CELEBRITY (0 - 100) (0 - 100) SCORE
Gucci, Louis Vuitton, Dior 8 7 19
9 10 19 35 67 27
Blake Lively Gucci, Stella McCartney, Givenchy 52 1 3 4 30 68 27
2 6 7 64 64 27
Fernanda Ly Louis Vuitton, Gucci, Dior 53 16 9 21 51 70 27
20 5 27 18 66 26
Hu, Xing Er Stella McCartney, Salvatore Ferragamo, Dior 54 10 8 18 18 56 26
13 10 21 27 66 26
Alexa Chung Louis Vuitton, Dior, Gucci 55 9 7 18 22 62 26
17 13 21 28 66 26
Li, Xiao Lu Estée Lauder, Chanel, Lancôme 56 1 1 1 17 59 26
1 1 1 55 69 25
Park Shin-hye Dior, Gucci, Tiffany 57 10 11 18 67 57 25
14 6 24 26 62 25
Song, Qian Gucci, Stella McCartney, Dior 58 4 8 13 23 57 25
1 1 3 42 60 25
Emma Roberts Gucci, Salvatore Ferragamo, Dior 59 1 1 2 45 76 25
1 5 3 68 54 25
Zhang, Zi Yi Gucci, Marc Jacobs, Olay 60 14 8 21 43 75 25
6 7 15 20 61 25
Lee Soo-hyuk Burberry, Louis Vuitton, Coach 61 1 1 2 35 62 25
10 4 15 57 63 25
Jack Guinness Burberry 62 9 7 17 20 73 25
2 4 4 26 63 25
Jing, Bo Ran Louis Vuitton, Gucci, Dior 63 5 4 14 36 77 25
5 9 12 39 60 24
William Chan Estée Lauder, Lancôme, H&M 64 9 14 15 33 64 24
1 2 4 22 62 24
Ou Yang, Na Na Gucci, Chanel, Dior 65 7 8 14 51 62 24
10 6 16 26 65 24
Kim, SoHyun Gucci, Tiffany, Salvatore Ferragamo 66 9 5 14 24 62 24
2 4 7 21 69 24
Kim Jong-in (Kai) Zara, Gucci, Givenchy 67 9 5 15 52 54 24
1 1 3 23 65 24
Jin, Da Chuan Gucci, Coach, Loewe 68 14 7 16 47 66 24
9 9 16 16 63 24
Jiang, Shu Ying Gucci, Dior, Givenchy 69 10 4 14 25 58 23
3 6 8 19 67 23
Selena Gomez Louis Vuitton, Gucci, Dior 70 2 3 5 34 65 23
8 9 12 33 72 23
Sandara Park Gucci, Stella McCartney, Dior 71 3 9 6 21 65 23
1 4 4 40 58 23
Zhou, Dong Yu Lancôme, Louis Vuitton, Coach 72 1 1 1 49 57 23
6 7 11 36 75 23
Zhang, Xin Yi Bvlgari, Cartier, Gucci 73 1 1 2 26 64 23
11 4 14 43 66 23
Alicia Vikander Chanel, Louis Vuitton, Marc Jacobs 74 9 10 10 19 63 23
7 5 12 16 68 23
Zheng, Shuang Gucci, Dior, Zara 75 2 1 3 23 65 23
5 5 10 34 72 22
Di Li, Re Ba Michael Kors, Louis Vuitton, Kenzo 76 29 63 22

Yang, Yang Dior, Givenchy, Burberry 77

Jung, Young-Hwa Gucci, Givenchy, Dior 78

Wang, Luo Dan Dior, Stella McCartney, Gucci 79

Lin, Yun Gucci, Dior, Chanel 80

Go Joon-hee Dior, Gucci, Louis Vuitton 81

Zhang, Han Gucci, Louis Vuitton, Dior 82

Rosie Huntington-Whiteley Dior, Louis Vuitton, Gucci 83

Red Velvet Givenchy, Marc Jacobs, Burberry 84

Li, Bing Bing Dior, Gucci, Louis Vuitton 85

Li, Yi Feng Gucci, Louis Vuitton, Dior 86

Jessica Jung Givenchy, Louis Vuitton, Tiffany 87

Chloe Grace Moretz Coach, Gucci, Burberry 88

Wang, Ou Dior, Gucci, Zara 89

Johnny Depp Chanel, Estée Lauder, Coach 90

Zhang, Tian Ai Louis Vuitton, Stella McCartney, Gucci 91

Choi Seung-hyun Marc Jacobs, Burberry, Louis Vuitton 92

Fernando Alonso Michael Kors, Dior, Cartier 93

Cara Delevingne Chanel, Givenchy, Dior 94

Wonder Girls Tiffany, Givenchy, Zara 95

Lim, Yoona Louis Vuitton, Zara, Stella McCartney 96

Gong Hyo-jin Gucci, Dior, Givenchy 97

Yuan, Hong Bvlgari, Cartier, Dior 98

Tiffany Hwang Tiffany, Gucci, Givenchy 99

Wang, Zi Wen Dior, Gucci, Burberry 100


TOP 100 WEIBO BLOGGERS PURCHASE
BLOGGER TOP 3 BRANDS RANK AVG. REPOSTS/ COMMENTS/ TOTAL INTENT % RESCALED
MENTIONED SENTIMENT MENTION MENTION ENGAGEMENTS/ (0 - 100) WEIGHTED
BY BLOGGER (0 - 100) (0 - 100) (0 - 100) FOLLOWER (X 103) SCORE
(0 - 100) 18 (0 - 100)
Ja ni ceki dd Dior, Chanel, Givenchy 1 54 3 4 9
Fa s hi onModel s 61 8 15 48 16 71
彩妆资讯羊咩咩 Gucci, Dior, Chanel 2 56 4 1 18 4 70
我们的街拍时刻 69 4 8 15 24 57
Kevi n凯文老师 Dior, Chanel, Givenchy 3 52 2 5 22 7 52
Sta rStyl eFa s hi on 64 1 5 1 7 50
无羽的天使小盆友 Cartier, Givenchy, Gucci 4 84 18 44 11 6 44
Fa s hi on_Ba ngZ 55 2 2 21 7 43
Estée Lauder 5 82 14 29 14 4 43
伪少年K先生 66 18 41 41 4 41
Chri s on克里森 Burberry, Dior, Gucci 6 71 9 4 5 3 41
全球潮流街拍 82 12 20 6 5 39
Lancôme, Bvlgari, Dior 7 55 3 19 44 3 38
Ed蔚 60 1 2 10 2 37
私服街拍 Chanel, Dior, Givenchy 8 85 12 31 5 4 35
悠然米拉 59 8 15 10 21 32
手边巴黎urruol a n Louis Vuitton, Zara, Michael Kors 9 53 2 8 10 9 31
吉良先生 63 16 12 4 8 31
Bags包先生 Dior, Louis Vuitton, Bvlgari 10 62 7 2 15 9 30
Fa kes hi on 75 12 23 2 7 29
全球时尚 Dior, Louis Vuitton, Chanel 11 58 22 20 40 3 28
Chri s _Ta ng 80 14 26 3 17 27
Di ps y迪西 Louis Vuitton, Burberry, Dior 12 80 14 36 13 11 23
刘小懒 57 17 62 8 5 23
玫瑰MM Gucci, Dior, Marc Jacobs 13 78 19 53 7 5 23
美少女Li s a酱 56 1 1 3 2 22
Chanel, Dior, Givenchy 14 89 41 76 5 - 22
jj423 84 7 17 16 2 21
小象王国 Gucci, Stella McCartney, Coach 15 66 2 11 1 8 21
玉米酱罐头 58 18 20 38 3 21
口袋娃娃喵喵 Chanel, Louis Vuitton, Dior 16 58 1 1 2 30 21
明星爱街拍 83 12 12 9 22 21
阿泓泓 Loewe, Louis Vuitton, Coach 17 76 17 43 6 8 20
60 18 3 5 25 20
C-Ol i Chanel, Dior, Gucci 18 55 1 1 2 - 20
粉鱼乖乖 83 12 30 6 2 20
kss486 Dior, Gucci, H&M 19 79 11 29 6 1 19
-Fa s hi onba by 63 26 37 4 11 19
Bvlgari, Louis Vuitton, Chanel 20 50 16 48 10 11 19
hi mi ko 70 26 67 4 18 19
吃面面用手抓 Chanel, Gucci, Dior 21 55 5 7 5 8 18
我就爱墨迹 54 1 7 85 - 18
时尚达人Si mo Lancôme, Olay 22 N/A 2 - 13 3 18
76 1 1 18 12 18
不懂老兮 Lancôme, Estée Lauder 23 65 30 34 100 - 17
韩恩汐汐 N/A 11 20 4 3 17
胖达panda桑 Chanel, Dior 24 79 4 10 26 25 17
李文鱼大哥哥 78 12 30 5 8 16
LOOK宇宙时髦中心 Lancôme, Olay 25 75 7 39 6 20 16
Fa s hi onGos s i pGi rl 54 27 20 13 16
YunyUnyuN_ Givenchy, Chanel, Louis Vuitton 26 16
小安会一直一直很幸福
Ti ffa ny 27
悅小舞
Li l yti ti 0816 Lancôme, Olay, Estée Lauder 28
关昕圆滚滚
艾薇Da i l y Givenchy, Burberry, Marc Jacob 29

Givenchy, Estée Lauder 30

Salvatore Ferragamo, Estée Lauder, Givenchy 31

Dior, Olay, Lancôme 32

Lancôme, Olay 33

Louis Vuitton, Chanel, Gucci 34

Burberry, Gucci, Michael Kors 35

Estée Lauder, Lancôme 36

Givenchy, Lancôme 37

Gucci, Dior 38

Kenzo, Estée Lauder 39

Estée Lauder 40

Chanel, Dior, Burberry 41

Zara, H&M, Gucci 42

Stella McCartney, Zara, Kate Spade 43

Dior, Marc Jacobs, Chanel 44

Zara 45

Lancôme 46

Lancôme, Olay 47

Olay, Lancôme 48

Dior, Chanel 49

Louis Vuitton, Givenchy 50


BLOGGER TOP 3 BRANDS RANK AVG. REPOSTS/ COMMENTS/ TOTAL PURCHASE RESCALED
MENTIONED SENTIMENT MENTION MENTION ENGAGEMENTS/ INTENT % WEIGHTED
BY BLOGGER (0 - 100) (0 - 100) (0 - 100) FOLLOWER (X 103) (0 - 100) SCORE
(0 - 100) (0 - 100)
小树幸福 Zara 51 96 17 32 49
52 80 6 15 3 11 15
张可可就是三三子 H&M, Estée Lauder 53 76 7 19 13 9 15
54 75 8 15 5 25 15
妙琳Yuki ki Chanel, Lancôme, Estée Lauder 55 74 18 49 5 10 15
56 68 2 - 3 - 15
l ove思妤 Lancôme, Estée Lauder 57 55 1 1 2 6 15
58 53 1 19 1 34 15
优里娜 Gucci 59 90 3 7 7 5 15
60 89 5 12 4 2 14
Fa s hi on-Pl a net Chanel, Dior, Gucci 61 80 6 13 5 1 14
62 78 15 21 22 3 14
Pri ncebl ogboy Dior, Burberry, Givenchy 63 73 11 21 5 100 14
64 63 1 1 3 10 14
潼Avri l Zara, Kate Spade 65 58 1 1 4 - 14
66 53 3 6 1 3 14
奇奇肉丸子 Lancôme, Estée Lauder, Olay 67 51 28 13 1 25 14
68 49 25 1 15 72 14
Gi Gi -cherry Olay, Lancôme, Kate Spade 69 83 6 15 2 3 14
70 81 8 20 6 7 13
衣鱼911 Lancôme, Olay 71 81 13 20 4 2 13
72 80 7 15 100 3 13
小海豚1212 Olay, Lancôme 73 75 7 9 8 15 13
74 66 9 10 7 19 13
迪诺阳 Chanel 75 62 17 38 23 7 13
76 61 12 9 10 20 13
TheFashionBloggers Gucci, Chanel, Stella McCartney 77 60 3 2 9 4 13
78 59 1 2 1 9 13
我们所知道的他们的生活 Chanel, Stella McCartney, H&M 79 52 1 1 2 9 13
80 N/A 1 - 2 - 13
Luv_DC Chanel, Dior, Coach 81 94 5 12 1 - 13
82 91 7 18 4 3 12
VK大魔王 Dior, Chanel 83 90 4 10 4 19 12
84 88 7 10 5 2 12
阿花花酱 Estée Lauder, Chanel 85 80 5 13 3 8 12
86 79 9 17 6 2 12
杜予瑄 Estée Lauder, Olay, Lancôme 87 77 7 12 7 1 12
88 76 13 27 6 5 12
Love优闲 Olay, Estée Lauder 89 69 6 4 28 19 12
90 62 - 2 2 10 12
努力不矫情的刘Cc Olay 91 60 28 29 32 11 12
92 60 1 1 22 5 12
IVY芬芳小宇宙 Lancôme, Olay 93 50 1 1 21 - 12
94 N/A 16 31 40 - 12
周若雪Patty Lancôme, Givenchy, Estée Lauder 95 N/A 5 13 4 - 12
96 90 2 3 5 3 12
化妆师MK Chanel, Estée Lauder 97 82 12 24 2 - 11
98 78 6 10 14 5 11
-JoyceLemon- Gi venchy 99 78 8 13 7 3 11
100 77 17 23 8 2 11
SE7ENCLUB Givenchy, Michael Kors 4 11

潮人徐峰立 Chanel, Dior, Louis Vuitton

haruru Chanel, Stella McCartney, Kate Spade

大Mi a的时尚账号 Dior, Zara, Gucci

FASHION发现 Chanel, Zara, Stella McCartney

光Auci fer Lancôme, Olay

Dol l y王丛丛 Lancôme, Estée Lauder

s weet糖果雨依 Olay

文允熹 Lancôme, Olay

稳稳-Athena Lancôme, Olay

l i s a _j i a ng婷婷 Olay, Lancôme

韩韩Luckycup Olay, Marc Jacobs

我是你伊凡姐姐 Olay

刘小宛 Olay, Bvlgari, Estée Lauder

我的名字叫莉莉安Lilian Zara, Hollister, Givenchy

卵母细胞 Estée Lauder

Twi ce-Chi c Givenchy, Louis Vuitton, Gucci

Qemmanu Dior, Zara, Chanel

亲亲新新-陈大奔儿 Lancôme

白晓萌_小布 Lancôme

狮女王小C Estée Lauder, Olay, Lancôme

迷糊乔-Mi chel l e Olay

c a fes now Lancôme, Olay

mi ma ko Olay, Estée Lauder

福娃有约 Olay


TOP 100 WEIBO CELEBRITIES
CELEBRITY TOP 3 BRANDS RANK AVG. REPOSTS/ COMMENTS/ TOTAL PURCHASE RESCALED OVERALL
ASSOCIATED WITH SENTIMENT MENTION MENTION ENGAGEMENTS INTENT % WEIGHTED SCORE
Lu, Han CELEBRITY 1 (0 - 100) (0 - 100) (0 - 100) (0 - 100) (0 - 100) (0 - 100)
Kris Wu Cartier, Givenchy, Lancôme 2
Lin, Xin Ru Bvlgari, Burberry, Gucci 3 78 26 5 1,000 4 100
Xu, Wei Zhou Bvlgari, Dior, Lancôme 4 78 4 2 57 5 20
Liu, Yi Fei H&M, Louis Vuitton, Dior 5 79 5 7 61 3 19
Huo, Jian Hua Dior, Gucci, Bvlgari 6 78 89 22 133 14 17
Li, Yu Chun Bvlgari, Dior, Estée Lauder 7 72 4 3 48 2 17
Wang, Kai Gucci, Givenchy, Marc Jacobs 8 66 4 6 44 4 15
Oh Se-Hun Estée Lauder, Dior, Lancôme 9 71 4 2 37 7 15
Liu, Wen Dior, Givenchy, Cartier 10 84 15 9 48 9 12
Li, Yi Feng Estée Lauder, Chanel, Louis Vuitton 11 69 32 7 67 3 11
Yang, Mi Olay, Gucci, Dior 12 68 4 3 26 9 11
Wang, Luo Dan Gucci, Kenzo, Michael Kors 13 82 13 4 38 6 10
Han, Dong Jun H&M, Dior, Michael Kors 14 77 6 3 27 10 10
Chen, Xiao Louis Vuitton, Givenchy 15 77 57 21 48 3 10
Fan, Bing Bing Chanel, Dior, Gucci 16 84 90 100 4 7 10
Li, Bing Bing Lancôme, Dior, Louis Vuitton 17 73 3 3 15 3 9
Zhang, Yi Xing Dior, Gucci, Stella McCartney 18 67 2 3 13 6 9
Jing, Bo Ran Burberry, Dior, Givenchy 19 75 7 9 17 4 8
Song, Qian Louis Vuitton, Dior, Gucci 20 65 3 2 14 6 8
Huang, Xuan Dior, Estée Lauder, Gucci 21 84 5 5 14 5 8
Tang, Yan Burberry, Dior, Estée Lauder 22 66 9 6 15 4 7
Wu, Lei Louis Vuitton, Coach, Givenchy 23 79 6 6 14 3 7
Tan, Song Yun Dior, Kenzo, Burberry 24 75 6 9 15 5 7
TFBOYS Marc Jacobs, Gucci, Cartier 25 72 48 14 7 44 7
Baekhyun Dior, Givenchy, Estée Lauder 26 81 34 73 2 2 7
Tang, Yi Xin Dior, Bvlgari, Gucci 27 65 12 2 16 54 7
Jung, Young-Hwa Marc Jacobs, Gucci, Chanel 28 55 100 39 11 8 7
Aline Weber Gucci, Dior, Bvlgari 29 74 22 64 7 4 7
Chen, Yan Xi Di or 30 86 62 35 9 4 7
Hannah Quinlivan Chanel, Dior, Bvlgari 31 88 44 43 1 6 7
Zhou, Xun Estée Lauder, Lancôme, Dior 32 47 3 2 10 0 7
Ethan Juan Chanel, Dior, Bvlgari 33 N/A 1 1 2 0 7
Gao, Yuan Yuan Dior, Chanel, Tiffany 34 63 6 7 9 3 6
Jolin Tsai Olay, Michael Kors, Dior 35 68 21 8 19 9 6
William Chan Estée Lauder, Lancôme, Dior 36 83 8 6 9 4 6
Ri ha nna Dior, Coach, Gucci 37 52 1 3 6 3 6
Zhang, Tian Ai Bvlgari, Dior, Chanel 38 60 23 6 17 6 6
G-Dragon Louis Vuitton, Cartier, Bvlgari 39 70 6 4 8 6 6
Choi Seung-hyun Chanel, Givenchy, Louis Vuitton 40 70 15 24 6 3 6
Han, Geng Dior, Kenzo, Bvlgari 41 64 11 6 14 4 6
Angel a ba by Estée Lauder, Lancôme, Gucci 42 64 51 25 9 15 6
Li, Xiao Lu Dior, Givenchy, Gucci 43 78 55 20 4 5 6
Yang, Yang Dior, Chanel, Gucci 44 73 2 3 6 3 6
Ou, Hao Louis Vuitton, Dior, Chanel 45 57 1 1 1 5 6
Li, Qin Olay, Louis Vuitton, Gucci 46 72 7 10 7 6 6
David Beckham Marc Jacobs, Olay, Zara 47 61 54 36 2 5 6
Jin, Chen Gucci, Coach, Kate Spade 48 74 10 65 5 4 6
Li, Chen Louis Vuitton, Gucci 49 57 1 1 1 28 6
Wang, Yuan Estée Lauder, Lancôme, Dior 50 76 39 33 1 3 6
Chanel, Louis Vuitton, Givenchy 64 1 1 4 0 6
74 53 3 10 1 5


CELEBRITY TOP 3 BRANDS RANK AVG. REPOSTS/ COMMENTS/ TOTAL PURCHASE RESCALED OVERALL
ASSOCIATED WITH SENTIMENT MENTION MENTION ENGAGEMENTS INTENT % WEIGHTED SCORE
CELEBRITY (0 - 100) (0 - 100) (0 - 100) (0 - 100) (0 - 100) (0 - 100)

Liu, Shi Shi Lancôme, Bvlgari, Chanel 51 68 3 5 6 6 5
57 5 6 7 5 5
Wang, Zi Wen Kenzo, Gucci, Marc Jacobs 52 60 10 4 9 2 5
60 1 2 2 17 5
Lim, Yoona Dior, Louis Vuitton, Guicci 53 66 8 8 3 8 5
73 25 9 6 3 5
Kiko Mizuhara Chanel, Dior, Gucci 54 45 14 29 4 3 5
65 12 10 3 12 5
Ma, Si Chun Cartier, Michael Kors, Chanel 55 69 2 1 2 11 5
69 33 12 6 3 5
Xi, Meng Yao Salvatore Ferragamo, Dior, Michael Kors 56 84 12 12 1 5 5
86 1 1 1 0 5
Yang, Zi Shan Marc Jacobs, Givenchy, Stella McCartney 57 69 3 16 5 3 5
67 1 1 1 6 5
Huang, Jin Yu H&M, Olay, Tiffany 58 44 6 2 6 20 5
75 1 5 2 26 5
Bi gba ng Dior, Estée Lauder, Givenchy 59 85 40 10 1 3 5
59 1 1 1 37 5
Selena Gomez Louis Vuitton, Zara, Stella McCartney 60 77 2 1 1 33 5
85 3 2 1 100 5
Dou, Xiao Dior, Omega, Givenchy 61 55 17 28 3 0 5
68 1 1 1 58 5
Shu, Qi Bvlgari, Louis Vuitton, Dior 62 100 3 6 1 0 5
59 26 13 6 8 4
Yuan, Shan Shan Marc Jacobs, Michael Kors, Burberry 63 60 5 42 2 4 4
71 11 14 2 5 4
Song, Jia Gucci, Marc Jacobs, Kenzo 64 62 1 2 2 5 4
52 3 3 2 7 4
Wang, Jun Kai Givenchy, Estée Lauder, Dior 65 71 4 2 2 6 4
66 10 6 2 7 4
Gu Li, Na Zha Gucci, Chanel, Dior 66 68 6 4 3 6 4
61 11 4 3 6 4
Wang, Ou Stella McCartney, Givenchy 67 47 4 2 2 9 4
63 3 3 3 7 4
JJ Lin Givenchy, Estée Lauder, Dior 68 59 18 15 2 2 4
80 10 5 2 3 4
Ma, Tian Yu Dior, Salvatore Ferragamo, Chanel 69 63 3 2 2 5 4
69 4 2 2 5 4
Karen Mok Olay, Gucci, Dior 70 62 5 13 2 5 4
62 18 11 2 2 4
Zhang, Zi Lin Dior, Chanel, Salvatore Ferragamo 71 56 3 10 1 3 4
64 8 4 2 8 4
Guo, Xue Fu Coach 72 69 3 1 2 6 4
60 1 1 1 8 4
Li, Fei Er Cartier, Olay, Marc Jacobs 73 62 25 5 3 7 4
44 2 3 1 3 4
Anika Bozic Dior, Chanel, Louis Vuitton 74 61 1 1 1 11 4
69 5 3 1 11 4
Kim, SoHyun Tiffany, Salvatore Ferragamo 75 79 4 3 2 5 4
74 11 2 2 2 4
Qin, Shu Pei Burberry, Marc Jacobs, Chanel 76

Zheng, Shuang Chanel, Dior, Louis Vuitton 77

Miranda Kerr Givenchy, Louis Vuitton, Chanel 78

Ni, Ni Dior, Gucci, Michael Kors 79

Taylor Swift Louis Vuitton, Burberry, Gucci 80

Bella Hadid Dior, Givenchy, Chanel 81

Johnny Depp Dior, Chanel, Lancôme 82

Song Joong-ki Dior, Chanel, Givenchy 83

Kendall Jenner Givenchy, Estée Lauder, Louis Vuitton 84

Ariel Lin Buberry, Gucci, Coach 85

Chen, Xue Dong Dior, Tiffany, Louis Vuitton 86

Kristen Stewart Chanel, Cartier, Stella McCartney 87

Suzy Dior, Chanel, Burberry 88

Liu, Hao Ran Dior, Chanel, Cartier 89

Emma Roberts Chanel, Louis Vuitton, Dior 90

Jiang, Jin Fu Gucci, Dior, Coach 91

Jessica Jung Chanel, Dior, Omega 92

Karlie Kloss Stella McCartney, Dior, Kate Spade 93

Chiara Ferragni Dior, Chanel, Gucci 94

Feng, Jian Yu Louis Vuitton, Dior, H&M 95

Gigi Hadid Dior, Chanel, Tory Burch 96

Liu, Tao Dior, Bvlgari, Cartier 97

Rosie Huntington-Whiteley Bvlgari, Burberry, Gucci 98

Song Hye-kyo Dior, Chanel, Zara 99

Charlize Theron Dior, H&M 100


ABOUT R3 & bomoda

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Practice in measuring and improving marketing effectiveness
and efficiency. We work with nine of the world’s top twenty marketers
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Johnson & Johnson, Samsung and Kimberly Clark.
For more information, visit www.rthree.com ,
or contact Sabrina Lee at sabrina@rthree.com
or +8610 5900 9037

is a global analytics company providing
international brands with the intelligence
needed to better understand their Chinese consumer. Leveraging
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proprietary SaaS analytics application, as well as via custom reports
targeted to specific market needs.
For more information, visit www.bomoda.com,
or contact brian.buchwald@bomoda.com.

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