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retailer agreements and demands, which has proven to be an obstacle only a few years ago (Euroman, 2018).

The presence on social media should be further developed, as the physical existence in the market of Shanghai and Beijing is worthy to be communicated clearly on the social media platforms, as this is a clear differentiating element from competitors (appendix 4). This should be done so by the continuously quality story telling of the partners and their story, which is disclosed and analyzed in the value circle.

Being present on the platform with stories, pictures and interacting with the chosen segments, shows the population of the chosen cities, that AV is a part of the local social environment. This is recommended done by a mix of storytelling of the Danish partners, the Copenhagen based AV brand and social media interaction with consumers who are wearing the watches, as it is done with the Danish segment.

As an important part targeting the post 90’s segment, it is recommended to make use of the current KOLs, who have the power to influence the segments on social media and their personal websites, in the choice of what brand and product to wear, and how to wear it.

The KOLs are used by companies to draw attention to their brands and products in order to gain increased sales revenue. The practice of partnering with KOLs has been done by local brands such as Sunning E-commerce Group and has by this, achieved great success (Jing Daily, 2018).

The KOLs that the authors recommend is Mr. Kira (@kirasakuyo), who has 2,3 million followers on his social media page, is a famous Chinese fashion blogger and top Chinese KOL (WGSN insider, 2018). He will blog and post pictures of the product and by this create knowledge and demand of the watch. This is due to his influence power of where he can tell his followers about AV, this will create an immediate want for the product. As described earlier, the Chinese segments are often seeking European oriented discretionary goods, with the ability of creating an individual look.

Thomas Ye Si (@GogoBoi) has a total of 4.95 million followers on the social media platform and is China’s most popular fashion blogger (Culturetrip, 2017) and has understood the power of an opinion as he gets an average of 100.000 views per article that he posts. He will along with

Mr.Kira - or exclusively - promote AV as a brand along with the watches and furthermore story telling of the partners behind AV.

Nik Wang (@Nikmode) is a lifestyle blogger and actor, and is viewed upon as a go-to for the happenings of Beijing’s nightlife and fashion scene. He has recently settled himself in Shanghai (Jing Daily, 2017) and by cooperating with him, AV can obtain an incarnated local Chinese operator, when pushing and pulling people into the physical AV stores, recommended to be placed in Shanghai and Beijing. In order to obtain the national and local Chinese acceptance and curiosity towards the AV watches, influencers on social media is the modern day billboard to make use of. Thus these operators are recommended to establish cooperation with, aiming at these influencers’ social media profiles and their followers to be exposed for AV and their products.

The Danish singer Christopher has 502.000 followers on social media and with his recent song that is number 1 hit on QQ music in China and over 3 million streams on the Chinese Spotify, this singer will ensure the segments to recognize him, and he will further emphasize the Danishness and trendiness of the brand, as he will appeal to the chosen segments.

On the social media, AV is highly recommended to interact and operate in order to encourage the potential consumer to follow the brand page and learn more on AV’s watches. AV should by their own advancement on social media keep posting pictures of their products, along with the quality story telling, that the brand is currently operating with. AV should moreover post pictures of Chinese consumers wearing the AV watches, in accordance to already posted pictures - similar to the earlier exemplified post from April 17th, 2018. Through interaction and re-posting pictures of actual users wearing the watches, the interest in the brand can be increased, due to the personal relation to AV.

This is furthermore in accordance with the described trend of the chosen segments searching for personalized brand with the aim of self-expression and personalization of the individuals’

style and appearance. AV carry a strong story that has showed to be a source to obtain sustained competitive advantage, hence every possibility to exploit this is recommended to be done.

The use of bloggers and influencers on social media has the aim to push the potential consumer into the brand page, on social media, and further, to pull the consumers to the physical pop-up stores in the metropoles.

Besides the social media marketing, AV is recommended to make an effort to enter the national Beijing located watch magazine, “Famous Watch Magazine”, which is a magazine with of information about watches, filled with printed pictures and detailed descriptions. Pop-up stores located nearby the headquarter of the magazine, enables the editors of the magazine to get a first hand experience of AV, the personalities behind and the watches which are the selling point of AV.

By the appearance in the magazine AV will, along with their presence social media, appeal to the millennial, as a mix of social media and magazine articles is the best approach towards the segment. The deep knowledge about AV can be obtained through the magazine and the honest, short and direct approach is reached on social media (Search engine people, 2016).