P1.cn

P 1 . C N

C O N N E C T I N G T H E E X C E P T I O N A L

Thursday, April 5, 12

About Us

• Founded in 2007, P1.CN is an exclusive, invitation-only social network

• We target the urban lifestyle consumers in China• Today, we have 2 million members and counting• A completely new P1 site and mobile app to be re-

launched on P1.COM in Q2 2012


P1.CN Members

P1.CN‘s members are China’s young urban lifestyle consumers • They are individuals with taste and an ambition to celebrate their

individuality• They aspire to achieve success in their lives• The are internationally minded• They are part of China’s top 5% of consumer spending


P1.CN Member Consumption

P1.CN Members enjoy fashion, gadgets, cars, and beauty products

• Almost 100% of P1.CN VIP members’ families own a car, with 38% of those members owning 2 to 3 vehicles

• 83% of P1.CN members are smartphone users

• 10% of female members spend over 5,000 RMB monthly on beauty


P1.CN Magazine

International Brands

Live Events

SNSPlatform

Conne

ct with

frien

ds Share lifestyle content

Conne

ct with

Bra

ndsExperience Lifestyles

What we do

We enable our members to keep up to date with their close circle of friends and connect with other like-minded people in a trusted environment.

We gives them access to international lifestyle experiences, introduce them to top brands, art, fashion, culture and events.


Member Demographics

<20 4%

20-25 29%

26-30 42%

31-35 16%

>35 8%

40%

Male

Zhejiang: 2,1%Hong Kong: 2.1%Shandong: 1,9%Liaoning: 0,9%Other: 12,4%

Beijing: 39.8%Shanghai: 19.8%Guangdong: 15.6%Sichuan: 2,7%Chongqing: 2.6%

Member Locations

60%

Female

Sex

Age


Updated Website preview


• iPhone and Android on the way

• Share thoughts, comments and pictures

• Chat with your friends

New Mobile app preview


Social Media & Brands

• 81% of Chinese youth check online comments before making a purchase decision

• 19% even visit official brand sites, as compared to between 41 and 60 percent in Japan, the US and Europe.

• Chinese shoppers reads and posts online reviews at nearly the double rate as in the US.


P1 and other SNS in China


• Targeted advertising and Brand page • Market research and member surveys• Integrated branding campaign

• Upcoming• Virtual catalogues, tagging of brands, e-commerce

link• Mobile connection

Key services to clients


Clients and partners


Targeted advertising case study


Brand page and EDM case study


• Over 1200 Guests for fashion show and after party• Guests: VIPs from P1, fashion industry, SH government, and media• Lexus cars placed throughout the venue and interaction with guests

Outside Venue Fashion Show w/ Lexus Logo Backdrop Reception and After Party Rooms

Shanghai Fashion Week Closing Ceremony and After Party

Case Study: Lexus-P1 co-branding event

Campaign Objective:

! To build awareness for the Lexus to its target consumer through the P1 event- Shanghai

fashion week closing ceremony


Lexus Mini Site

Photos in Feature Gallery on P1 Magazine and Mini Site

Weibo Posts of Event Photos with Logo Watermark Logo Watermark

Photos of Pre-Show, Fashion Show, and After Party Lexus Mini Site

KOL Blogs Hosted on Mini Site & Magazine

Event Photos Watermarked and Weibo’ed

Case Study: Lexus-P1 co-branding eventOnline branding and buzz generating


Case Study: La MerPhase 1: Online Pre-Promotion

• La Mer Mini Site with videos, product listings, comments, photo galleries

• Newsletter sent out before event• Magazine feature about the product and event• KOL blogs• Banners and skyscrapers

KOL Blogs and Magazine Feature Newsletter Banner Ads

Mini Site


Case Study: La Mer

Event #1: Live Broadcast of La Mer Round Table• 6 P1 KOLs were invited to join a round table discussion hosted by

La Mer to discuss skin care and beauty products• Event was broadcast live on P1’s brand page and remained on the

brand page afterwards

Phase 2: La Mer Events with P1 VIP Members

Event #2: World Ocean’s Day• La Mer hosted China’s largest event for world ocean’s day• P1 provided VIP guest list for the event that included 50 P1

members• A Feature Gallery with photographers was created and placed on

the front page of the P1.CN Magazine.


P 1 . C N

1008, North Tower B, SOHO Shangdu, ChaoYang District, Beijing, 100020 China

Tel: +86 10 5820 1000 [email protected]


mailto:[email protected]

mailto:[email protected]

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