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Consumers expect to increase their spending more on Brand.com and WeChat Mini Program; WeChat Mini Program shoppers spend the most
Bain · 2021 · data_table
Consumers expect to increase their spending more on Brand.com and WeChat Mini Program; WeChat Mini Program shoppers spend the most
RMB 170K — Annual spending
 Post-90s light & medium-spending consumers make up nearly half of total consumer base, becoming a key growth pillar of luxury sales
Bain · 2021 · segmentation
Post-90s light & medium-spending consumers make up nearly half of total consumer base, becoming a key growth pillar of luxury sales
45% — consumer base share
 Four key characteristics of post-90s light & medium-spending consumers
Bain · 2021 · segmentation
Four key characteristics of post-90s light & medium-spending consumers
73% — Consumer preference percentage
 Mainland China online channels are gaining ground as post-90s light & medium-spending consumers buy online more frequently
Bain · 2021 · market_landscape
Mainland China online channels are gaining ground as post-90s light & medium-spending consumers buy online more frequently
 Discovery & research: WeChat is the most-used social platform for discovery & research given its focus on acquaintance connection & diverse creative formats
Bain · 2021 · market_landscape
Discovery & research: WeChat is the most-used social platform for discovery & research given its focus on acquaintance connection & diverse creative formats
53% — Usage percentage
 Content preference: novel & trendy offline experience, celebrity marketing & creative content spark the interest of post-90s light & medium-spending consumers
Bain · 2021 · segmentation
Content preference: novel & trendy offline experience, celebrity marketing & creative content spark the interest of post-90s light & medium-spending consumers
73% — Percentage of respondents
 Keywords of heavy-spending consumers: female, high-tier cities, close connection to brand
Bain · 2021 · segmentation
Keywords of heavy-spending consumers: female, high-tier cities, close connection to brand
40% — Annual spending
 Three key characteristics of heavy-spending consumers
Bain · 2021 · key_takeaways
Three key characteristics of heavy-spending consumers
75% — Consumer preference percentage
 Major drivers of continued purchase by heavy-spending consumers include brand service, design & style, brand culture, special product offerings & vertical media recommendation
Bain · 2021 · key_messages
Major drivers of continued purchase by heavy-spending consumers include brand service, design & style, brand culture, special product offerings & vertical media recommendation
 Touchpoint: WeChat is a key discover & research platform for the segment, with Brand-owned WeChat Mini Program and SA recommendations being the more effective levers
Bain · 2021 · market_landscape
Touchpoint: WeChat is a key discover & research platform for the segment, with Brand-owned WeChat Mini Program and SA recommendations being the more effective levers
64% — Purchase trigger percentage
 New possibilities for luxury brands to target the 2 core segments: observations of 5 innovative marketing practices
Bain · 2021 · strategic_options
New possibilities for luxury brands to target the 2 core segments: observations of 5 innovative marketing practices
 1. Importance of flexible online channels is increasing; WeChat Mini Program has grown into an important business pillar in just 2 years after pilots
Bain · 2021 · process_diagram
1. Importance of flexible online channels is increasing; WeChat Mini Program has grown into an important business pillar in just 2 years after pilots
5% — WeChat Mini Program % of sales
 Online shopping reimagined: LOUIS VUITTON launched WeChat Mini Program stores with diverse, customized offerings to provide premium online experience
Bain · 2021 · case_study
Online shopping reimagined: LOUIS VUITTON launched WeChat Mini Program stores with diverse, customized offerings to provide premium online experience
 Online shopping reimagined: HERMES WeChat Mini Program expanded offerings & campaign dates, Cartier MP offered comprehensive online services to enrich e-comm experience
Bain · 2021 · case_study
Online shopping reimagined: HERMES WeChat Mini Program expanded offerings & campaign dates, Cartier MP offered comprehensive online services to enrich e-comm experience
 2. With social commerce trending, brands further embed brand elements in daily social networking to activate consumer-based WOM and maximize brand exposure
Bain · 2021 · client_example
2. With social commerce trending, brands further embed brand elements in daily social networking to activate consumer-based WOM and maximize brand exposure
 Light social marketing: GUCCI adopts social campaign as key approach to strategically reinvent a young brand image and maximize brand exposure among post-90s generation
Bain · 2021 · case_study
Light social marketing: GUCCI adopts social campaign as key approach to strategically reinvent a young brand image and maximize brand exposure among post-90s generation
30 million+ — Red packet opens
 Connecting different communities: Longines and PIAGET collaborated with idol groups and leveraged diverse music genres to connect with post-90s customers
Bain · 2021 · case_study
Connecting different communities: Longines and PIAGET collaborated with idol groups and leveraged diverse music genres to connect with post-90s customers
180k — Live-streaming views
 3. Ad format innovation: by continuously focusing on latest ad format, brands are able to better convey creative message and elevate their perception
Bain · 2021 · case_study
3. Ad format innovation: by continuously focusing on latest ad format, brands are able to better convey creative message and elevate their perception
 4. Exclusive online service: create online VIC¹ room to provide exclusive and exquisite e-service
Bain · 2021 · client_example
4. Exclusive online service: create online VIC¹ room to provide exclusive and exquisite e-service
 4. Exclusive online service: explore and unlock private domain potentials to create more convenient digital VIC service experience
Bain · 2021 · client_example
4. Exclusive online service: explore and unlock private domain potentials to create more convenient digital VIC service experience
 5. 360-degree showcase of brand style: luxury brands double down on brand style marketing to reach core customer base
Bain · 2021 · client_example
5. 360-degree showcase of brand style: luxury brands double down on brand style marketing to reach core customer base
 DIOR fully leveraged diverse content and interactions to build brand image and communicate brand style
Bain · 2021 · case_study
DIOR fully leveraged diverse content and interactions to build brand image and communicate brand style
 Luxury brands should consider four key factors in digital strategy given the latest consumption trends and China market opportunities
Bain · 2021 · recommendation
Luxury brands should consider four key factors in digital strategy given the latest consumption trends and China market opportunities
 Evaluating NYC media sector development and setting the stage for future growth
BCG · 2012 · cover
Evaluating NYC media sector development and setting the stage for future growth
 Defining boundaries of the Media and Entertainment sector
BCG · 2012 · segmentation
Defining boundaries of the Media and Entertainment sector
 Filmed production industry direct spend has increased 70% since 2002. Employment grew by over 30k since 2004.
BCG · 2012 · market_landscape
Filmed production industry direct spend has increased 70% since 2002. Employment grew by over 30k since 2004.
$7.1bn — Direct spend
 NYC filmed entertainment industry growth impressive in face of nationwide decline
BCG · 2012 · industry_trends
NYC filmed entertainment industry growth impressive in face of nationwide decline
20% — Job growth
 NYC television production has doubled since 2002, now accounting for $3b in spend and employing ~30k people
BCG · 2012 · market_landscape
NYC television production has doubled since 2002, now accounting for $3b in spend and employing ~30k people
$3b — Total NYC spend
 NYC film production is at its highest levels supporting employment of over 12k¹ and $1.4b in direct spend
BCG · 2012 · industry_trends
NYC film production is at its highest levels supporting employment of over 12k¹ and $1.4b in direct spend
$1.4b — Direct spend
 TV commercials still drive $420M in spend and employ 5k people1; other filmed production employs another 1k+
BCG · 2012 · market_sizing
TV commercials still drive $420M in spend and employ 5k people1; other filmed production employs another 1k+
$420M — Total Spend
 Production related activities are also an important source of jobs in NYC, employing over 45k¹ additional people
BCG · 2012 · market_landscape
Production related activities are also an important source of jobs in NYC, employing over 45k¹ additional people
45k — Total NYC FTEs
 Strong cable growth has offset broadcasting slowdown, as lines between industries continue to blur
BCG · 2012 · industry_trends
Strong cable growth has offset broadcasting slowdown, as lines between industries continue to blur
27k — NYC FTEs
 NYC media sector currently accounts for ~ 275k jobs and generates revenues of ~$80bn
BCG · 2012 · market_landscape
NYC media sector currently accounts for ~ 275k jobs and generates revenues of ~$80bn
$80bn — Revenue
 In face of nationwide traditional media slowdown, NYC has been growing and gaining substantial national share
BCG · 2012 · industry_trends
In face of nationwide traditional media slowdown, NYC has been growing and gaining substantial national share
40k — NYC job growth
 Publishing revenues flat and jobs in decline as traditional advertising revenues quickly drop
BCG · 2012 · industry_trends
Publishing revenues flat and jobs in decline as traditional advertising revenues quickly drop
9k — NYC FTEs
 Advertising agencies have successfully managed shift to digital and posted growth in all years except for 2009
BCG · 2012 · industry_trends
Advertising agencies have successfully managed shift to digital and posted growth in all years except for 2009
16% — NYC advertising revenue
 Between start-up boom and increased presence of big tech, NYC digital sector has exhibited strong growth
BCG · 2012 · industry_trends
Between start-up boom and increased presence of big tech, NYC digital sector has exhibited strong growth
25.0 — Digital FTEs
 Media VC has exploded in NYC over the past 10 years
BCG · 2012 · market_landscape
Media VC has exploded in NYC over the past 10 years
$591M — VC investment
 In particular, the past four years have shaped much of NYC's digital and technology landscape
BCG · 2012 · timeline
In particular, the past four years have shaped much of NYC's digital and technology landscape
 Interviewees highlighted several NYC advantages that the city should seek to leverage
BCG · 2012 · key_messages
Interviewees highlighted several NYC advantages that the city should seek to leverage
 ...but also recognized some areas of concern that the city should try to mitigate
BCG · 2012 · pain_points
...but also recognized some areas of concern that the city should try to mitigate
 Subsector-specific trends hold varying implications on NYC
BCG · 2012 · industry_trends
Subsector-specific trends hold varying implications on NYC
 Given sector trends, future NYC media growth will come from start-ups, digital, and post production areas
BCG · 2012 · strategic_options
Given sector trends, future NYC media growth will come from start-ups, digital, and post production areas
 Media leader interviews indentify four main areas for development across subsectors
BCG · 2012 · key_takeaways
Media leader interviews indentify four main areas for development across subsectors
 Some of these areas are already being addressed by several NYC Government initiatives and new programs...
BCG · 2012 · initiative_list
Some of these areas are already being addressed by several NYC Government initiatives and new programs...
 New ideas were proposed on media sector promotion, some of which could use the collaboration of media leaders
BCG · 2012 · initiative_list
New ideas were proposed on media sector promotion, some of which could use the collaboration of media leaders
 Additionally, various media leaders have own programs underway that NYC could help support and publicize
BCG · 2012 · initiative_list
Additionally, various media leaders have own programs underway that NYC could help support and publicize
 NYC media leaders also highlighted need to expand scope of talent efforts and praised the Engineering campus effort
BCG · 2012 · recommendation
NYC media leaders also highlighted need to expand scope of talent efforts and praised the Engineering campus effort
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