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Crash course in the Chinese tech market

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Why did Uber lose the war to Didi? What's the one secret ingredient to marketing in China? Can a western company even begin approaching this tech-enabled market of hundreds of millions of potential users?
In her second week at Covve, our latest intern, Jiuren Zhou, gave the team a crash course in today's China, its massive opportunities and unique challenges.
For more info check out https://inside.covve.com/chinese-market/

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Crash course in the Chinese tech market

  1. 1. Jan 20181 The current situation of Chinese business community Jiuren | Alex | Jan 2018 by Covve To : Covve
  2. 2. Jan 20182 Overview
  3. 3. Jan 20183 What’s your impression about China ? Q1 The 11 most biggest modern cities in ChinaLink to video :
  4. 4. Jan 2018 Beijing Tianjin Shanghai Hangzho Chengdu Chongqing Wuhan Shenzhen Guangzhou Hongkong 2 1 Yangtze River/Chang Jiang Yellow River/Huang He 1 2 First Tier Cities where exist big opportunities 4
  5. 5. Jan 20185 Northern Beijing Tianjin Western Chengdu Chongqing Wuhan Shenzhen Guangzhou Hongkong Southern ShanghaiHangzho u Estern Find different ways to collaborate with different people in different area
  6. 6. Jan 20186 Beijing Tianjin Shanghai Hangzhou Shenzhen Guangzhou Hongkong WuhanChengd uChongqin g Yangtze River Delta Pearl River Delta Center of Western China Beijing-Tianjin-Hebei Region Policy Driven Internet Business Financial Market Finance 「SH」 E-commerce「HZ」 Internet Business 「HZ」 Traditional External Trade 「GZ | SZ」 Internet Business 「SZ」 Everything Development Strategy of developing Western China Core industry in different region Silicon Valley
  7. 7. Jan 20187 Where are headquarters of corporations ? Q2 Why ?
  8. 8. Jan 2018 Beijing Tianjin ShanghaiChengdu Chongqing Hangzhou Wuhan Shenzhen Guangzhou Hongkong BJ BJ BJ SH HZ SZ 8
  9. 9. Jan 20189 Google Amazon Paypal Slack + ? Paypal + ? Facebook + What’s app + Instagram +Vimeo +Candy Crush + Tinder + Amazon+Uber+google map buy anything u want Arrive your house tomorrow Gaming Any App you imagine, WeChat already has it 4th largest mobile manufacturer in the world" Including all electronic products Carefully chosen Amazon Youtube Twitter E-food+ Car-sharing +Airbnb + booking traveling+ online tickets Booking digital News Covve MaiMai
  10. 10. Jan 201810 How many people working in these giant cities? Q3 What’s their life style? Who are them?
  11. 11. Jan 201811 Beijing Shanghai Chongqing Shenzhen 1391 km 2 h 7 h 1898 km 2.5 h 8 h 1424 km 2.3 h 6 h 1193 km 2 h 3.5 h Overview of Lifestyle 22 M 24 M 30 M 11 M Salary of Engineer Cost of Living Work time 3000 euros / month 9 am 12 am ; 13 pm - 18 pm 1000 euros/ month Work hard Play hard Little Emperors, Big Spenders This Internet-ional Generation Breakfast Time Lunch Time DinnerTime 7 am - 9 am 12 am - 13 pm 6 pm - 8 pm
  12. 12. Jan 201812 Summary 01 Questions? Always think about the difference in different region
  13. 13. Jan 201813 Q4 What dose Chinese government intends to do? Understanding how the Belt and Road Initiative will enhance regional trade in one minuteLink to video :
  14. 14. Jan 201814 One belt and one road
  15. 15. Jan 201815
  16. 16. Jan 201816 Summary 02 Questions? The Chinese government is involved in Everything !
  17. 17. Jan 201817 Q5 How big are china’s tech giants ? Time to learn more about Baidu, Alibaba, Tencent and Xiaomi How big are China’s tech giants? WeChat Mini Programs: The future has just begun One Day of Wechat Wechat Mini Apps by Matthew Brennan, China Marketing Summit 2017 Link to video : What is Tencent?
  18. 18. Jan 20181818
  19. 19. Jan 201819
  20. 20. Jan 201820 Q6 What’s the difference between Alibaba and Tencent ?
  21. 21. Jan 201821 Difference between Alibaba and Tencent VS
  22. 22. Jan 201822 Q7 What’s the biggest difference between the Chinese Mobile Internet and the rest of the world ? What’s the key of Wechat,Businesses,and users ? What’s the transition between Online and Offline ?
  23. 23. Jan 201823 Email Instant message Thats why Uber fails !
  24. 24. Jan 201824 Q7 What’s the biggest difference between the Chinese Mobile Internet and the rest of the world ? What’s the key of Wechat,Businesses,and users ? What’s the transition between Online and Offline ?
  25. 25. Jan 201825 The QR Code 1
  26. 26. Jan 201826 Use & leave ONS ? 2
  27. 27. Jan 201827 Wechat official account marketing Wechat moment Marketing Wechat group Marketing 3
  28. 28. Jan 201828 Summary 03 Questions? The specific Chinese business community. 28
  29. 29. Jan 201829 Q7 How do internet companies get users ? What are their marketing strategies ? 29
  30. 30. Jan 20183030 Unfortunately By spending money
  31. 31. Jan 201831 VS
  32. 32. Jan 201832
  33. 33. Jan 201833
  34. 34. Jan 201834
  35. 35. Jan 201835 Summary 04 Questions? Get support by Tencent or Alibaba. 3535 Giant tech get users by spending money online and offline
  36. 36. Jan 201836 Q8 What are smaller Hot startups doing right now in china ? What are their marketing strategies ?
  37. 37. Jan 201837 • China’s first user-driven multi-brand consumption goods company • Main products are healthy snacks including strained yogurt, granola and nut snacks, etc. • Founded in 2015 • In 2016, monthly sales revenue was 8 M on average Le Pur Background CASE - LE PUR Le Pur’s Official Web
  38. 38. Jan 201838 CASE - LE PUR Product 2015 Published an article ‘Now Sanlitun Has Another Expensive Shop That Sells Yogurt’ on WeChat with over 1 million page views Le Pur excels in social marketing and creating topics… 2016 Sold out 30, 000 boxes within 8 hours in Christmas 2017 Attract 800,000 users with one WeChat official account
  39. 39. Jan 201839 CASE - LE PUR PRODUCT OPERATION R & D 01 CONTENT OPERATION BRANDING 02 USER GROWTH HACKING MARKETING 03 USER OPERATION SALES & SUPPLY CHAIN 04 USER EXPERIENCE PRODUCT OPERATION 05 Build a brand image through content operation and product operation, create interaction with users using various brand touch points Focus on customer service and data analysis both qualitatively and quantitatively Fast iteration: both the product and user experience would be optimized in a 2-week cycle Connect to more new users with content from core users in the community Analyze users’ consumer behaviors and preferences using CRM, in the aim to direct them to re-purchase Make product in an user-driven approach; include users into the process of R&D, make them the product manager An user-driven organizational structure: open, transparent and inclusive
  40. 40. Jan 201840
  41. 41. Jan 201841
  42. 42. Jan 201842
  43. 43. Jan 201843
  44. 44. Jan 201844 TOPIC MAKER CONTENT PRODUCER Sina Weibo
  45. 45. Jan 201845 03 User Growth Hacking 01 Product Operation 02 Content Operation 05 User Experience 04 User Operation User-Driven Summary 04 45 Questions? TOPIC MAKER CONTENT PRODUCER
  46. 46. Jan 201846 THANKS Jiuren | Alex | Covve

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