China: a Big and Unique Country of Opportunities


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China is Big.
China is Different.
China is Difficult.
China is Smart.
China is Challenging.

Market insights, special focus on the digital/ecommerce business

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China: a Big and Unique Country of Opportunities

  1. 1. Riccardo Porta Milan, 15 March 2014 Riccardo Porta China is BIG China is DIFFERENT China is DIFFICULT China is SMART China is CHALLENGING China, a Big and Unique Country of Opportunities
  2. 2. Riccardo Porta Agenda  Facts and figures: Why China?  How to Access the Market - challenges - online selling models - platforms - logistics - payments  Online fashion: examples about the complexity of the market
  3. 3. Riccardo Porta Facts There are 22 million SMEs in the EU 13% of EU27 SMEs export beyond internal market Only 250,000 SMEs export to China
  4. 4. Riccardo Porta The market is huge and growing Why China? Population of 1.34 billion 58% of these 618 M Chinese netizens spend 3 hours on the internet each day 41% of that time is spent on Social Media There are currently 618 Million Internet users in China, 46% of population. This is expected to be over 840Million by 2015 Due to political situation, digital is the most trusted media in China
  5. 5. Riccardo Porta Why China? The market is huge and growing E-commerce market US$113 bn in 2012; expected to reach US$ 176 bn by 2014 (24.8% CAGR - compounded annual growth rate) 220 million online shoppers in 2012, rising to 423 million by 2016 A Chinese buy online 4 more times than an European Source Access Asia, CNNIC 2013, China Internet Watch 2012, TAC
  6. 6. Riccardo Porta Why China? The market is huge and growing China Online Shoppers and Internet Users Source: CNNIC BCG ObserverSolutions Analysis 2013 464 million Mobile Internet users in China – Jun 2013 By 2015, e-Commerce transactions in China are projected to reach USD 540 billion or 7.5% of all retail transaction CNNIC (China Internet Network Information Center – 32nd Statistical Report Jul. 2013 KPMG China Connected Consumers Feb-2013
  7. 7. Riccardo Porta The market is huge and growing Why China? Source: China Internet Watch Nearly 60% Taobao (淘宝) shoppers between 25/35 years old; They come from urban areas (over 70%) and have a monthly income of under CNY 5000 (Euro 575); They are likely students (29%), white collar staff (18%), self employed/freelance (16%) and professional technicians (11%); Women account for 45% of all internet users from only 20% ten years ago. What about the average user profile?
  8. 8. Riccardo Porta Why China? The market is huge and growing Heavy Spender: 7% of e-shoppers are responsible for 40% of total online spending Source: Wiseline 2012 (iResearch, Boston ConsulGng Group, report 2011).
  9. 9. Riccardo Porta Why China? The market is huge and growing
  10. 10. Riccardo Porta Why China? The market is waiting for us According to the Statistics released by China E-Business Research Center, the trading volume of China's overseas purchasing are 12 billion, 26.5 billion and 48.5 billion in 2010, 2011 and 2012 respectively. In 2013 the number rises to 74.4 billion and it is estimated that in 2014 overseas purchasing will exceed 100 billion.
  11. 11. Riccardo Porta Pay attention You will need some local help Your favourite marketing tools will not work in this country …
  12. 12. Riccardo Porta Pay attention: a quick example 1/2 This is the typical social media environment we know right? The web marketing tools we have in Europe or in USA, right? Fine. Look at the next chart.
  13. 13. Riccardo Porta Pay attention: a quick example 2/2 China Pie…
  14. 14. Riccardo Porta How to access the market?
  15. 15. Riccardo Porta Top challenges in China for Overseas eMerchants 1. Local entity or stay overseas? 2. Unequal Competition 3. Logistics fulfilment 4. Establish Awareness &Trust 5. Marketing, Traffic generation Other key challenges in China 1. Cross Border Payments 2. Translation that works 3. Customer Service (Chinese people are used to get instant answers via instant messaging platform) Key Challenges to Overcome First
  16. 16. Riccardo Porta Main online selling models: which one? 1/2 Internet Content Provider License: this is a permit that can be issued by the Chinese Ministry of Industry and Information. Any website hosted inside of Mainland China needs to apply for this license. An ICP License is only required if your website is hosted inside of Mainland China.
  17. 17. Riccardo Porta Main online selling models: which one? 2/2 *EMC = Export management consultant Representative office is not really enough. You need a legal entity (so an office in the center of the city, Remember also: once you open your legal entity, than it’s not so easy to close it.
  18. 18. Riccardo Porta Which platform and how do I apply? What about the new “TMALL Global” service*? * Tmall Global is a new solution (march 2014) from that offers Chinese consumers high-quality, branded products from outside China.
  19. 19. Riccardo Porta B2C platform(s)
  20. 20. Riccardo Porta Example of Platforms pricing 1000 Yuan = 116.61€ (14/03/2014) 5000 Yuam = 583.07€
  21. 21. Riccardo Porta Control of provision of commercial information and activities through the internet via the Internet Content Provider (ICP) system. Do you need an ICP license? Difference between ICP Filing and ICP Licence
  22. 22. Riccardo Porta How do you get your goods to customer Large networks offering basic services  Rely on speed and price  Wide network coverage  E.g. EMS, 20,000 locations Smaller networks offering more complex services.  Compete regionally  Offer warehousing, collect-on-delivery, scheduled returns  Select cities with most volume  E.g. Fedex, DHL, TNT
  23. 23. Riccardo Porta Logistics Challenges 1/3  Consistent delivery service to cover lower tier cities  Shipping of some goods (temperature sensitive, high value, strange shape etc.) is still a challenge  Short of hands in holiday seasons, especially Chinese New Year, resulting in delay on delivery  Many of the significant players have invested heavily to build their own logistics system  Global returns management Did you know… The total cost of the package can not be more that the 15% of the value of the product. No more than 3 layers.
  24. 24. Riccardo Porta How can an European small medium enterprise trade goods in China without setting up a legal entity in China? Logistics Challenges 2/3 Shanghai Free Trade Zone
  25. 25. Riccardo Porta Logistics Challenges 3/3 Shanghai Free Trade Zone LGM Group: first company to have received the free trade license in its sector 10-20%
  26. 26. Riccardo Porta Payment Processing in China Popular payment methods are :  Online Bank Transfers  Wallets like 99bill, Alipay and Tenpay  Cards of China Union Pay (CUP) Who are the players?  PSPs such as 99bill or Alipay work like acquirers  All PSPs provide at least card acquring and bank transfers  Wallets are available at Alipay (Retail), Tenpay (Gaming) and 99bill (express checkout/ high order values)
  27. 27. Riccardo Porta  Fees are significantly lower for Chinese legal entities with RMB settlement  Values per order are often limited to 500 RMB – can be negotiated  Chinese PSPs have a different coverage of banks and consumers  Fees can vary depending on their coverage of banks  To get a broad reach and low fees use Least Cost Routing  Mobile payments require special interfaces and authentiation  Alipay is a MUST but: - don't just integrate the wallet but also online bank transfers - adding several PSPs at lower costs can be rewarding Payment Processing in China: suggestions
  28. 28. Riccardo Porta  34.8% of e-commerce users (187 million) have used online payment methods. Many still see it as unsafe and complicated.  Cross-border settlement possible via Alipay, Paypal, ChinaPay.  Alipay US$1000 set up fee. 3% or 7% transaction fee. 0.7% to 1.2% transaction fee for domestic payments.  Paypal – No set up fee, 3.9% transaction fee on the total sales amount in addition to a fixed fee of US$0.30 per transaction.  RMB only third party payment platforms –TenPay, 99Bill, ChinaPnR, YEEPAY and IPS How do I get paid? Implement fraud prevention before fraud hits you…
  29. 29. Riccardo Porta The Whole Process
  30. 30. Riccardo Porta Fashion industry: some examples
  31. 31. Riccardo Porta Example: Sales and Distribution Channels
  32. 32. Riccardo Porta  Customs inspections and customs classifications  CIQ Statutory Supervision for Imported Textile  China retail labeling requirements Logistics Distribution  Random inspections and sample testing at retail shops by SAIC Fashion challenges: imported products 1/4
  33. 33. Riccardo Porta Fashion challenges: imported products 2/4
  34. 34. Riccardo Porta Fashion challenges: imported products 3/4
  35. 35. Riccardo Porta Fashion challenges: imported products 4/4
  36. 36. Riccardo Porta Fashion challenges: don’t forget the China IP Protect your business by filing your IPR (Intellectual property rights) as soon as you plan to enter the Chinese market !  Implement proper protection and overall strategy in advance and use all available resources  Timely register relevant and core IP in China  Select the right partners and sign with them contracts including specific IP clauses (e.g. distribution agreements, import/export, Non-disclosure Agreements )  Always be proactive and monitor the market  Plan budget for the enforcement of your core IP IP Action Plan for China
  37. 37. Riccardo Porta Fashion challenges: online infringements 1/3  If the IP-protected material is uploaded without the right holder’s consent , request in written that the ISP removes the infringing works or the relevant website (‘take-down notice’)  In order to issue a take-down notice you must have registered your IPR in China and able to prove it with relevant documents  User friendly tools provided by popular Chinese ISPs  Powers of ISP are limited: E-commerce platforms ISPs cannot impose fines on infringers or grant any compensation to the right holders  Conflicting IP infringement claims should be taken before Chinese administrative authorities (AIC) or before Chinese Courts
  38. 38. Riccardo Porta  Remember that although the Internet acts as a gateway for European SMEs, it is also an ideal platform for infringers to commit fraud  Companies operating in China face an increase number of online threats and such activities may lead to brand dilution, increased risks, loss of business and eventual loss of reputation and of profit  Register domain names with the CNNIC such as  “.cn”  “”  “.中国”  Register the images and content of your website under Copyright If you are selling online through your own website Fashion challenges: online infringements 2/3
  39. 39. Riccardo Porta Fashion challenges: a clear example 3/3
  40. 40. Riccardo Porta Thank You Riccardo Porta