Brands invested heavily in digital marketing, with increasing investment in WeChat
2017 China Luxury Market Study · page 16 of 22
The slide uses two stacked bar charts to show the growth of digital marketing spend from 2015 to 2017 and the concentration of that spend on WeChat.
Consulting deck · industry_trends · quantify_impact · overcrowded density
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Slide schematic 6/6
chart 2/2 disclaimer 1/1 quote 2/2 title 1/1
Components 6
bar-stacked bar-stacked disclaimer testimonial testimonial headline
Tools 8
Contrast Pairs loop · 65%
Before(2015 ~35% digital) vs After(2017 40-50% digital, 30-60% WeChat) pair.
Action Titles slide · 82%Title: 'Brands invested heavily in digital marketing, with increasing investment in WeChat'.
Audience Definition slide · 70%quote/testimonial: We have been taking actions to invest in digital marketing on locally influential platforms.
Chart Selection Guide slide · 75%Two stacked bars showing 2015 vs 2017 spend split.
Color Strategy slide · 75%Red = digital / WeChat share; gray = traditional / other.
Concrete Language slide · 78%Callout: '30-60% of digital marketing budget on WeChat'.
Data Story Arc slide · 60%chart/bar-stacked: Digital marketing spending split (%, RMB, 2017)
Singularity Effect slide · 68%Two named executive quotes anchoring the WeChat shift.
Metrics 1
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