Remodista Think Tank - The Chinese Consumer Mosaic 1.0

4,340 views

Published on

McKinsey projects that China will become the world's largest online retail market by 2020 with online sales forecasted to exceed $420 billion annually, driven by a growing consumer class and the world's largest population of Internet users, now more than 500 million people. This captive audience of consumers is often categorized by a singular retail brand minded trope, when in reality the Chinese consumer is as varied and complex as the Western consumer. Digital convergence and the influence of mobility is not isolated to the Western world- it is having an impact everywhere. It's time to reinterpret the marketplace, embrace complexity, and redefine your brand to excel in a critical market. Using our Women's Global Initiative as an example, we will help you begin to understand how to win the Chinese consumer by building strategies that integrate social and mobile channels.

Published in: Education, Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
4,340
On SlideShare
0
From Embeds
0
Number of Embeds
2,829
Actions
Shares
0
Downloads
4
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Remodista Think Tank - The Chinese Consumer Mosaic 1.0

  1. 1. Direct to Consumer China Brazil Remodista South Africa Retail Women Elevated Global Mobility Consumer The Chinese Consumer Mosaic
  2. 2. Overview
  3. 3. Daisy Alex Emily Rose Jackie Caitlin Kyla Fiona Emma Miko
  4. 4. JackieTencent QQ Sina Weibo Ren Ren Boyfriend in Birmingham Hong Kong Bobbi Brown Forever 21 Juicy Couture Daisy   Alex   Emily   Rose   Jackie   Caitlin   Kyla   Fiona   Emma   Miko  
  5. 5. Caitlin Facebook Instagram Pinterest NYMag Le Fashion MAC Cosmetics Rag and Bone Shop Bop Zara Music Festivals NYC Daisy   Alex   Emily   Rose   Jackie   Caitlin   Kyla   Fiona   Emma   Miko  
  6. 6. EmilyFacebook Buzzfeed Instagram Spain One King’s Lane Nars Rag and Bone Gilt Groupe Top Shop Daisy   Alex   Emily   Rose   Jackie   Caitlin   Kyla   Fiona   Emma   Miko  
  7. 7. KylaFacebook Instagram TechCrunch Chicago NY Times Laura Mercier All Saints Black Orchid Spotify Daisy   Alex   Emily   Rose   Jackie   Caitlin   Kyla   Fiona   Emma   Miko  
  8. 8. Stella   Alex   Emily   Rose   Jackie   Caitlin   Kyla   Fiona   Emma   Miko   MikkaSina Weibo Tencent QQ Paris Skiing Japan Restaurants Chanel
  9. 9. Daisy   Emily   Be:y   Rose   Jackie   Serene   Stella   Fiona   Emma   Miko   SereneSina Weibo Tencent QQ La Go Go Paris Ren Ren Taiwan England
  10. 10. Digital  Behavior  +  Global  Mobility  Intersect   Ø Internet  InnovaKon  in  the  West  inevitably  generates  a  Chinese   parallel  in  the  short  term     Ø Digital  is  driving  convergence  between  East  and  the  West     Ø We  are  all  engaging,  buying,  connecKng  digitally,  and  are  mobile  
  11. 11. Sample  Brand  Mosaic  Framework   FASHION   FORUMS   TMALL   SINA  WEIBO   BAIDO   FACEBOOK   ECOMMERCE/ MCOMMERCE   ADVERTISING   FREE  STANDING   STORES   FREE  STANDING   STORES   STRATEGIC   PARNERSHIPS   TWITTER   GLOBAL   N.A.  FLAGSHIP  
  12. 12. Do  You  Know  Your  Consumer  in  the  East?   Ø We  are  Diaosi,  are  you?     Ø Building  personal  brand  is  a  needed  global  behavior.     Ø Time  spent  online  is  greatest  in  3rd  Ker  ciKes.   Ø Xiaomi  smartphone  is  online  +  affordable.  
  13. 13. Where  Have  Brands  Failed?     Ø Beijing,  Shanghai,  Guangzhou  and  satellite  ciKes  are  saturated   with  upscale  malls  and  retail  outlets.   Ø There  are  many  China  ciKes  out  west,  that  are  virtually   unknown,  and  have  populaKons  of  2  million  +  with  GDPs   growing  over  10%.     Ø Chinese  can  easily  absorb  and  appreciate  the  ease  and   convenience  of  mobile  shopping.     Ø Think  about  your  website  itself  because  China  has  the  second   slowest  load  Kme  in  the  world.    
  14. 14. Where  is  There  Opportunity  to  Win?     Ø Third  Ker  city  online  spending  exceeds  1st  and  2nd  Kers.   Ø Big  brands  spent  money  on  upscale  retail  space  instead  of   engaging  their  target  demographic  on  mobile.     Ø Spend  that  money  on  a  mobile  pla`orm  and  understanding   where  your  consumers  are  both  online  and  offline.   Ø Think  about  audience  and  landscape,  understanding  technical   constraints  are  criKcal.     Ø Everyone  is  on  their  phone,  think  lighter,  think  fast  mobile  sites.  
  15. 15. Partners   Ø  Ernie  Diaz,  Publisher,  China  Digital  Review   Ø  Kelly  SKckel,  Chief  Networking  Officer,  Remodista   Ø  Kyla  Robinson,  Mobile  Strategist,  MAC  CosmeKcs   Ø  Joseph  Cooke,  CEO,  Web  Presence  in  China     Community  Collaborators  
  16. 16. Connect  to  Learn  More   Kelly  SKckel     President  +  Chief  Networking  Officer   Remodista   312-­‐371-­‐9302  I  Skype:  kelly.sKckel   kelly@remodista.com        

×