Digital Platform Development Proposal
Submit by iMAG Interactive
25th.July.2014Agenda TodayUnderstand your brief
Understand our target audiences
Recommended platform strategy
Timeline & budget
Understand your briefBrief RecapWhat are the business objectives of EFC Platform?Brief RecapWhat’s the proposition of EFC Platform?
The Only Chinese Makeup
Social Platform The Richest ‘How to’ Makeup
Database in China The Only Personalized
Tutorial Makeup
Program Understand our target audiencesKey BarriersWhat’s the key barriers we are facing?Consumers are concern about the real effects. They are not sure whether the products can fit them or be used properly with the limited skills they haveContinuously create high quality makeup tutorials and contents is not a easy task3 Key
BarriersContent BarrierExperience BarrierBehavior BarriersWhy does Chinese women seldom make-up? Heritage Factor
In china, due to the political & economic environment, the last generation failed to dress up them fancy. Therefore nowadays Chinese women haven’t inherited make-up habits form their mothers.
Environmental Factor
It is not necessary to make-up everyday. Most of the surrounding females are also plain face, they didn’t make-up either.
Lack of Skills Factor
For some green hands, before makeup face is better than after. Besides, most of customers will discard some makeup they hard to handle.
Ignorant of Makeup Function Factor
If the customer doesn’t know the USP and function of the product, they won’t buy it. Experience BarriersThey concern about ‘real effects’ and ‘lack of skills’
I saw a lot of tutorial videos and tips on Internet, however I have no idea whether it fits me or not. My type of eye shape seems to be different from the model and I am not as good looking as her, I doubt if it has the same result on me or how to adapt it. ”“
When I purchase product at he counter, I can ask BA the make tips. But after I go home, I need to make-up by myself, I found that I can’t make-up as beautiful as BA does.
Consumer Comments on Weibo and Rose Beauty”“Contents BarriersCreate qualified contents is not easy BGC:
Relatively high quality BUT expensive
Long production time thus always not enough
UGC:
Numerous & free but relatively low quality
Recommended platform strategyValue spectrum of the platformWhat’s the core value of the platform? What do we compete for?
Customer’s Share of Time
What’s the core value of the platform?
Acquisition, Engagement & Conversion of customer
What atmosphere we need to stimulate?
Emotional bonding & Ethnic Identity
Needs Matrix of the platformWhat needs can be met? Needs of Brand3 tactics we build the platform‘Internet Thinking’ for EFC platformFrom selling product point to selling experience
From finding target consumers to entertaining fans
From promotions to creating purchasing desiresOverall look & feelDemo design of homepage4 main content dimensions Highlights of Products Section Easy to find/Easy to search
All relevant contents, including Tutorials, Sharing contents, Experience functions, will link to specific products
‘Chic proof’ provide 100% UGC driven reference contents
Easy to try: all products directly link to ‘Try it on face’ function to provide instant personal virtual experience, user can also visit ‘My Chic dresser’ to experience all around virtual makeup effects
Easy to buy: Products pages directly link to EC(Shop link embedded in videos or product relevant contents)
Easy to share: One step share to different social platforms
Product Section Demo design of detail product pageHighlights of Tutorials Section Easy to find/Easy to search: Sorted by different categories such as products, occasions and contributors
Engage our BA as a very important contents/tutorials contributor
All Tutorials will synchronously link to specific products
Easy to contribute: User friendly video/picture uploading functions to make rich tutorials contribution be an easy task, the function also will be integrated with other social platforms such as WEISHI or MEIPAI
Easy to buy: All tutorials will link to EC(Shop link embedded)
Easy to share: One step share to different social platforms
Tutorial Section Demo design of Tutorials pageBrand Generated Contents
Relatively high quality BUT expensive
Long production time thus always not enough
User Generated Contents
Numerous & free but relatively low qualityBA Generated Contents
Relatively high quality
Free & numerous
O2O2O
Controllable
BGCBAGCUGCCreate a whole new content source besides BGC & UGC
Leverage our existing resources/cost effective
Build emotional bonds among consumers, BAs and the platform
Uplift influence and reputation of our mobile teamBAGCEngage BA as important content contributorBuild social influences & reputation
Exclusive ‘Gold Brush’ user icon
Drive attentions & followers in the platform
Win ‘Like’ (Gold Roses) from consumers
Be featured ‘Chic Stars’ for top contributors
Build their own reputation & influence
Win rewards
Get attentions & praise in the organization
Top contributors will win prizes/gifts/free travels…
Boost their sales
Help build connections in the platform
Drive customers to counter Why it works?Key benefits to BAs4 levels of content contributorsCelebrities/KOLs
BAs
RB KOLs
Users
Rose Mechanism
All users can send ‘Rose’ to content contributor to express ‘Like’
2 levels of ‘Rose’
‘Gold Rose’ for Celebrities, BAs and RB KOLs
‘Purple Rose’ for users
How to get?
Upload tutorial videos/articles and get ‘Like’s
Proactively answer users questions
Comment on users make up sharing posts
Act as’ Consultant Squad’ to users
‘Rose’ could be redeemed to products, prizes, gifts or privilege treatments
Tailor made ‘Like’ mechanismSend a ‘Rose’ to my favorite contributorUsersBAs KOLsHighlights of Experience Section ‘Virtual tour le Bus’: Online AR virtual experience of French Chic bus tour
‘Try it on face’: An instant virtual trial interaction embedded to all product relevant pages
‘My Chic Dresser’: Personalized all around makeup trial experience based on HTML5 & ‘face recognition’ technology to create complete virtual experience for most of our products
‘Featured Chic’: Selected theme makeups with scores & comments from celebrities/KOLs/BAs
Highlights of Experience Section ‘My Squad’: Users can select 5 personal consultants to get 1to1 personalized advices & tips, the squad could be comprised by BAs, RB KOLs, celebrities(campaign depends),even the French squad(campaign depends)
‘Personal Center’: 100% personalized center consists of the sections such as my posts, my tutorials, my collections, my skin test, etc
O2O mechanism- Chic Mirror: O2O mechanism installed on French Chic bus or store, integrated LED display & iPad to provide personalized virtual make up experience & one click to upload tutorials or share makeups onto EFC platform
My Chic DresserDemo design of My Chic DresserVirtual tour le busDemo design of ‘Virtual tour le bus’Featured ChicHighlights of ‘Featured Chic’Featured ChicHighlights of ‘Featured Chic’Regularly release featured before/after make up picture with score & comments from BAs or KOLs
Along with the makeup, release relevant products & hank-painted tips related to the make upMy SquadHighlights of ‘My squad’Each user could assign 5 consultants as her personal squad of BAs/KOLs/famous make up artists
They can directly ask questions about make up tips through in-site message
During specific campaigns, some users even could assign one celebrity as one member of squad
Users can send ‘Rose’ after receiving favorite answers
All the questions will be automatically published to Q&A section if there is no satisfied answers in 24 hours. The user will receive instant remind if any other user answer the question.‘Chic Mirror’ is an O2O facility installed in the Chic Bus or store
Based on KINECT face recognition technology, user can completely experience a virtual makeup process on their own faces
The result makeup pictures could be saved to users’ mobile and uploaded onto community
Products list will be shown in the end and consumers could ask BA to try them on if they like itChic Mirror (Optional)Mirror mirror on the wall, am I the fairest of them all?You will be
if you look into me!Highlights of Social/Share Mechanism Fans/followers mechanism will be integrated with RB platform
Sharable contents by users:
Makeup results photos
Tutorials in video/post format
Before/after photos in ‘Featured Chic’
Virtual makeup result in ‘My Chic Dresser’ or ‘Chic mirror’
Quick effects in ‘Try it on face’
Tips from ‘My Squad’ & ‘Q&A’
Results of ‘Skin Tests’
The overall customer journeyRefer from Videos/Ads/tut-orialsSee makeups/ resultsKnow more about productsLearn skillsMake friendsShare makeups/tutor-ialsVirtual experience & try productsBuyBuild influenceThe sitemap Timeline & BudgetProposed Timeline 3 phases for the productionBudget Estimation ProductionMaintenance(monthly)* Not including ‘Chic Mirror’ development Service TeamFront-end Engineer*2
50%Dodo Du 50%
Account DirectorJacky Zhang 50%
Project directorRay Tang 20%
Business Director Leni 100%
Senior Account ManagerFrank 50%
Senior Art Director Tommy Zhou 20%
Creative Director David 100%
Senior Project Manager100%
Account ManagerBack-end Engineer*3
50%100%
Account ExecutiveWinnie
Planner 50%
Designer *2
100%Aaron 50%
Technical DirectorLily 100%
Project assistantMeasure the success 53Discussion
