Client Challenge:

• A prestigious Italian luxury watchmaker, aimed to enhance the sales techniques of its Hong Kong retail team to effectively engage Mainland China customers on Xiaohongshu, a key social commerce platform. The client faced challenges in equipping their team with the skills to create compelling content and leverage Xiaohongshu’s unique ecosystem to drive sales.
• They required a targeted training program to improve content creation, audience engagement, and sales strategies tailored to the platform’s trend-driven, visually oriented audience, while aligning with Panerai’s luxury brand identity.

Our Solution:

Decoder developed a bespoke Xiaohongshu Key Opinion Sales Training program for Panerai’s Hong Kong retail team, focusing on enhancing sales techniques through platform-specific content creation and audience engagement strategies. Our solution included:

• Customized Curriculum: Designed a training program covering Xiaohongshu’s content trends, effective storytelling, and persuasive sales techniques tailored to Mainland China’s luxury consumers.
• Content Creation Training: Provided hands-on sessions on creating visually appealing posts, including high-quality photography and short-form video techniques to showcase Panerai watches, emphasizing their craftsmanship and exclusivity.
• Audience Engagement Strategies: Trained the team to leverage Xiaohongshu’s influencer-driven features, such as hashtags and interactive comments, to build trust and connect with potential customers.
• Sales Conversion Techniques: Equipped participants with strategies to convert engagement into sales, including personalized follow-ups and seamless integration with Xiaohongshu’s e-commerce tools.
• Practical Resources: Supplied templates for content creation, guidelines for platform compliance, and analytics tools to track post performance and audience insights.

Outcome:

• Enhanced Sales Skills: 90% of participants mastered Xiaohongshu-specific content creation and sales techniques, enabling them to craft compelling posts that resonated with Mainland China customers.
• Operational Efficiency: Content creation time was reduced by 30% due to streamlined templates and analytics tools, allowing the team to focus on customer interactions.
• Brand Elevation: The training reinforced Panerai’s luxury positioning on Xiaohongshu, with 85% of participants reporting greater confidence in delivering brand-aligned, customer-centric sales experiences.