China - L2: A Think Tank for Digital Innovation
China - L2: A Think Tank for Digital Innovation
China - L2: A Think Tank for Digital Innovation
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<strong>Digital</strong> IQ Index:<strong>China</strong>Want to know more about your brand’s ranking?CONTACT USK E Y F I N D I N G SIQ CorrelationFifty-nine percent of the luxury brands in the <strong>China</strong> <strong>Digital</strong> IQstudy were also measured in our September 2009 <strong>L2</strong> Luxury<strong>Digital</strong> IQ Index focused on the U.S. market. Brands measuredin both indexes demonstrated a correlation of 0.58 betweentheir Chinese <strong>Digital</strong> IQ and their U.S. <strong>Digital</strong> IQ, suggestingthat digital capability is being leveraged across geographies.180160140digital iq correlation:<strong>China</strong> & U.S. ScoresBeauty brands Lancôme, Clarins, and Estée Lauder showedthe greatest positive disparity between Chinese and U.S. <strong>Digital</strong>IQ, suggesting they recognize the scale of the opportunity in<strong>China</strong>. Meanwhile, champagne brands Veuve Clicquot, Moët &Chandon, and Dom Pérignon demonstrate the largest negativedisparity. None support a Chinese language version of theirbrand site.U.S. <strong>Digital</strong> IQ12010080LOOKING GOOD IN CHINA60Brand<strong>China</strong><strong>Digital</strong> IQU.S.<strong>Digital</strong> IQDifference40Lancôme 162 109 +53CLARINS 134 96 +3820Estée Lauder 155 117 +38BrandNOT SO BUBBLY<strong>China</strong><strong>Digital</strong> IQU.S.<strong>Digital</strong> IQDifference20 40 60 80 100 120 140 160 180<strong>China</strong> <strong>Digital</strong> IQVeuve Clicquot 28 128 -100Moët & Chandon 29 121 -92Dom Pérignon 18 102 -84© <strong>L2</strong> 2010 <strong>L2</strong><strong>Think</strong><strong>Tank</strong>.com 18
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