{
  "docId": "019dd923-5de0-76bd-a167-83b9b04ed07a",
  "docSlug": "0c389fcec2d514f6",
  "documentTitle": "China Luxury Digital Playbook",
  "authorId": "BCG",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 30,
  "pageCount": 47,
  "prevPage": 29,
  "nextPage": 31,
  "slideType": "industry_trends",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 12,
  "notes": "The slide uses a stacked bar chart to show the composition of digital marketing spend and arrows to indicate trends.",
  "elementsJson": [
    "bar_chart_stacked",
    "callout_box"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a167-83b9b04ed07a/30",
  "deckHref": "/decks/019dd923-5de0-76bd-a167-83b9b04ed07a",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a167-83b9b04ed07a.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a167-83b9b04ed07a#slide-30",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "China luxury consumers are young, driving the increase of social media marketing spend.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-acb5-76f0-a096-affedef6a187",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.25,
        "x": 0.36,
        "y": 0.28
      },
      "kind": "chart",
      "text": "Digital marketing spend composition",
      "attrs": null,
      "subkind": "bar-stacked",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "417c381c-7683-434e-b01a-8c35ec77d2c8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.3,
        "x": 0.03,
        "y": 0.28
      },
      "kind": "chart",
      "text": "2018 luxury marketing spend breakdown",
      "attrs": null,
      "subkind": "bar-stacked",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8294f583-43a7-4b53-b181-e3ad13865d98",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.32,
        "x": 0.65,
        "y": 0.26
      },
      "kind": "list",
      "text": "Key observations: China luxury consumers are young, driving the increase of social media marketing spend; Importance of search and purchase roles for vertical EC and EC platforms increases; Stable investment in Brand.com; Minimal spend on search engines",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e44ff81b-0133-4ae0-9c5c-a8720be5a2b3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Marketing spend allocation: 40-60%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-acb5-76f0-a096-b0149fc6516c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.25,
        "x": 0.36,
        "y": 0.94
      },
      "kind": "source-note",
      "text": "Note: more than 10 luxury brands covered. Source: expert interviews, BCG analysis",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e3fe207c-d022-4b83-b955-16a3b1f7f7f3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.62,
        "x": 0.35,
        "y": 0.06
      },
      "kind": "title",
      "text": "Increase of digital marking spend driven by social media and EC platforms",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b9fc7d47-36ad-44dd-8ac2-e2242e74db5a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.32,
        "x": 0.03,
        "y": 0.06
      },
      "kind": "title",
      "text": "Continued increase in digital marketing spend",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "27cc875f-05d4-48dd-aa08-3138fbb3ec9d",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Marketing spend allocation",
      "numberRaw": "40-60%",
      "numberKind": "percent",
      "actionTitle": "Continued increase in digital marketing spend Increase of digital marking spend driven by social media and EC platforms",
      "calloutText": "China luxury consumers are young, driving the increase of social media marketing spend.",
      "numberScale": null,
      "numberValue": -60,
      "metricFamily": "cost_savings",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Goal Gradient Effect",
      "slug": "goal-gradient-effect",
      "agent": "Storyteller",
      "layer": "loop",
      "matchId": "019dd95a-14f5-72a3-8b94-bb0a3bab65aa",
      "evidence": "Growth percentages frame momentum toward digital",
      "confidence": 55
    },
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-14f5-72a3-8b94-b669494f3221",
      "evidence": "Title states 'continued increase in digital marketing spend' driven by social/EC",
      "confidence": 82
    },
    {
      "name": "List presentation",
      "slug": "list-presentation",
      "agent": null,
      "layer": "slide",
      "matchId": "b764d35f-e1fa-4720-b3c0-80cc50ecb9cb",
      "evidence": "list/bullet: Key observations: China luxury consumers are young, driving the increase of social media marketing spend; Importance of search and purchase roles for vertical EC and EC platforms increases; Stable investment",
      "confidence": 0.8
    }
  ],
  "frameworks": [
    {
      "name": "decomposition",
      "slug": null,
      "matchId": "23f90f08-fb89-4bca-9fad-ae4bf21e0adf",
      "evidence": "Breakdown of marketing spend into categories",
      "confidence": 0.8
    }
  ],
  "arcBeats": [
    {
      "to": 31,
      "from": 14,
      "beatId": "019dd95a-0702-74a3-87e1-35df00fb0be7",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Problem & Complication",
      "beatSlug": "consultants-gambit-problem-complication",
      "evidence": "9 segments, complex multi-touch journey, 82% ROPO, marketing spend rising",
      "position": 2,
      "confidence": 88,
      "parentBeatName": "Complication",
      "parentBeatSlug": "complication"
    }
  ],
  "loops": [
    {
      "to": 31,
      "from": 30,
      "name": "Pattern Hunter",
      "slug": "02-pattern-hunter",
      "bestFor": "Time-pressed audiences, building consensus, when data is strong",
      "matchId": "019dd95a-088c-724c-b30d-d5f0bd2fc606",
      "evidence": "Digital +40-60%, pop-up/PR +50-60% growth bars",
      "position": 7,
      "objective": "Show rising trend in digital and event-based marketing spend",
      "structure": "Evidence A -> Evidence B -> Evidence C -> Pattern/Conclusion",
      "confidence": 70,
      "description": "Group multiple pieces of evidence that together point to a pattern or conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}