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Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
Richard Unwin, Backbone IT
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Richard Unwin, Backbone IT

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D14 RETAIL SESSION SPEAKER

D14 RETAIL SESSION SPEAKER

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  • Growth areas
  • Growth areas
  • Growth areas
  • Growth areas
  • Growth areas
  • Growth areas
  • Growth areas
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  • Transcript

    • 1. Richard Unwin Backbone IT
    • 2. May 2014 D14 Digital Summit INTERNATIONAL E-COMMERCE: FOCUS OF CHINA
    • 3. Chinese economic growth and a fast-maturing ecommerce sector has created opportunity for Western retailers. Chinese consumers now have the will and means to buy Western goods online in significant numbers. May 2014 D14 Digital Summit INTERNATIONAL E-COMMERCE: FOCUS OF CHINA
    • 4. Wage inflation running at 20% per year is fuelling increased consumer demand. Expanding middle class will account for 61% of luxury consumers by 2015. GROWTH AREAS THE CHANGING CHINESE MARKET
    • 5. Growth is not confined to Shanghai and Beijing. Cities outside the largest 36 will capture 22% of the luxury market by 2015. GROWTH AREAS GEOGRAPHIC SPREAD
    • 6. GROWTH AREAS EMERGING MIDDLE CLASS
    • 7. GROWTH AREAS
    • 8. [There are] certain misperceptions and false assumptions in the Western world regarding Chinese Internet usage. For example, people in the United States and Europe assume that going online involves using search engines, checking email and purchasing items online. This is not the case in China. There is a general false assumption that the whole world uses the Internet in the same way. “ ” KAI-FU LEE FOUNDING PRESIDENT OF GOOGLE CHINA
    • 9. Baidu 63.1% Qihoo 22.5% Sogou 11.4% Google 1.6% Others 1.4% (January 2014) CHINESE INTERNET USAGE SEARCH ENGINE MARKET SHARE
    • 10. CHINESE INTERNET USAGE EYE TRACKING WESTERN CHINESE
    • 11. Excess minimalism is usually best avoided. Chinese users typically express a preference for more on-page information than Western counterparts. CHINESE INTERNET USAGE DESIGN PREFERENCES
    • 12. Face remains important in Chinese culture. Online trust factors are key to success. After care is highly prized in China – consider covering it prominently on your site. CHINESE INTERNET USAGE ECOMMERCE - CONSUMER TRUST
    • 13. Brand equity is particularly important in the Chinese market. Marketing products in the correct channels is crucial – e.g. a luxury brand may be unsuited to promotion via a site like Etao. CHINESE INTERNET USAGE BRAND EQUITY
    • 14. Consider repatriation of funds and Chinese character compatibility. Local shopping portals tend to be more trusted by consumers. Trust, marketing and logistics are the biggest challenges. CHINESE INTERNET USAGE ECOMMERCE - CHALLENGES
    • 15. Your model will influence how you get your products to consumers, e.g. bonded warehouse or item-by-item. Who will pay customs charges? You or the buyer? CHINESE INTERNET USAGE ECOMMERCE - LOGISTICS
    • 16. Trademark protection is not difficult. First to file system. Be prepared to enforce your trademark rights. CHINESE INTERNET USAGE TRADEMARK PROTECTION
    • 17. Internationally-known branding and superior craftsmanship are now among the top three luxury buying factors. RESEARCH McKINSEY INSIGHTS CHINA 2011 “ ”
    • 18. 21% said a luxury brand should be niche. 40% said a brand needs to be well-known to be considered successful. 64% would be prepared to pay more money for a brand’s products if the brand were popular. RESEARCH KPMG CONSUMER STUDY
    • 19. Analytics suites such as Baidu Tongji are similar to Google Analytics and can give you excellent insight into user traffic. Baidu Tongji still provides keyword data; something that has been stripped from Google Analytics. RESEARCH ANALYTICS
    • 20. Discover user requirements with high quality, actionable market research and benchmarking. Organisations such as Comratings, the CBBC or UKTI may provide assistance. RESEARCH KNOW YOUR MARKET
    • 21. Popular Chinese retail sites include Tmall, Taobao, VIPStore, 360Buy and others. ECOMMERCE SHOPPING PORTALS
    • 22. Most of the popular retail sites offer optimisation tools and services, allowing users to reach more customers, more effectively. ECOMMERCE SHOPPING PORTALS
    • 23. Decision-making process is the same in China. Direct engagement, generation and sharing of content (funny / interesting / useful) that has value. SOCIAL MEDIA PLATFORMS AND STRATEGY
    • 24. Is your target market using social media? Which specific platforms? E.g. Weibo, Renren, WeChat. SOCIAL MEDIA PLATFORMS AND STRATEGY
    • 25. Many leading Western brands engage effectively with Chinese users via social media. Dior has 960k followers on Weibo, posting product updates and videos. SOCIAL MEDIA ENGAGEMENT
    • 26. The most popular social activities for brands in China are: • Polling / voting • Coupons / discount codes • Brand discussion / sharing SOCIAL MEDIA ENGAGEMENT
    • 27. Have a clear strategy – know the goals of your campaign and how they will be achieved before starting. RESEARCH KNOW YOUR MARKET
    • 28. Specialists in Chinese market consultancy, web development, eCommerce and digital marketing. Richard Unwin (Director) richard@backboneitgroup.com Tel: +44 (0)1524 65533 Twitter: @BackboneIT BACKBONE IT GROUP ABOUT

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