Attracting sponsorship deals from an impressive lineup of international luxury and beauty brands including Chanel, Dior, Burberry, Gucci, and Hermès, Chinese fashion and shopping blogger Becky Li has reached the upper echelons of China’s massive influencer economy. Known more commonly as key opinion leaders (KOLs), these bloggers’ posts about what designers they’re wearing and what products they’re using can influence both the taste and shopping habits of millions of upper-middle class fans.
Burberry’s better-than-expected trading update posted this week said that its improved outlook was based in large part on a mainland China sales rebound, thanks specifically to WeChat and e-commerce performance. The British luxury brand reported that sales were up 4% globally for its fiscal first quarter with mainland China sales growth in the mid teens. It said that its China growth was boosted by tripling its WeChat reach thanks to an April 2017 influencer campaign promoting the DK88 bag.
Despite the fact that China is a crucial market for the luxury industry, more than half of global luxury brands still lack a local online shop. Kering-owned mega-label Gucci finally expanded its DTC offering to China this week, placing it among the ranks of early adopters. E-commerce went live on the luxury brand’s China site on July 3, featuring its complete line of accessories, clothes, and jewelry. While it’s not the first brand to offer DTC in China, it’s still ahead of the curve.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Obama AND Romney or Obama + Romney.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used.) For example, search for democrat OR republican to find results that refer to
Democrats and/or Republicans.
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".