Learn more about how P1.CN "connects the exceptional" and provides a great platform for social branding.

1. P 1 . C N
CONNECTING THE EXCEPTIONAL
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2. 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
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3. 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
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4. 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
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5. What we do
SNS
Platform
We enable our members to keep up to
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and connect with other like-minded
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Live P1.CN
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Events Magazine
We gives them access to international
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an
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lifestyle experiences, introduce them to
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ith
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top brands, art, fashion, culture and
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events.
International
Brands
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6. Member Demographics
Sex Member Locations
Male Female
40% 60%
Age
<20 4%
20-25 29% Beijing: 39.8% Zhejiang: 2,1%
26-30 42% Shanghai: 19.8% Hong Kong: 2.1%
Guangdong: 15.6% Shandong: 1,9%
31-35 16%
Sichuan: 2,7% Liaoning: 0,9%
>35 8% Chongqing: 2.6% Other: 12,4%
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7. Updated Website preview
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8. New Mobile app
preview
• iPhone and Android on the way
• Share thoughts, comments and pictures
• Chat with your friends
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9. 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.
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10. P1 and other SNS in China
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11. Key services to clients
• Targeted advertising and Brand page
• Market research and member surveys
• Integrated branding campaign
• Upcoming
• Virtual catalogues, tagging of brands, e-commerce
link
• Mobile connection
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12. Clients and partners
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13. Targeted advertising case study
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14. Brand page and EDM case study
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15. Case Study: Lexus-P1 co-branding event
Shanghai Fashion Week Closing Ceremony and After Party
Campaign Objective:
! To build awareness for the Lexus to its target consumer through the P1 event- Shanghai
fashion week closing ceremony
• 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
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16. Case Study: Lexus-P1 co-branding event
Online branding and buzz generating
Photos in Feature Gallery on P1 Magazine and Mini Site KOL Blogs Hosted on
Mini Site & Magazine
Photos of Pre-Show, Fashion Show, and After Party Lexus Mini Site
Event Photos Watermarked and Weibo’ed
Weibo Posts of Event Photos with Logo Watermark Logo Watermark Lexus Mini Site
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17. Case Study: La Mer
Mini Site
Phase 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
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18. Case Study: La Mer
Phase 2: La Mer Events with P1 VIP Members
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
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.
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19. P 1 . C N
1008, North Tower B, SOHO Shangdu,
ChaoYang District, Beijing, 100020 China
Tel: +86 10 5820 1000
info@p1.cn
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