Welcome to China! Even if you don’t live there, you should at least know something, maybe 8 things, about this amazing country. If you know why there’s 8 things and not a more normal number like 10 things, then you’re already ahead of most people.

1. 8
changes
before cracking
the Chinese digital World
(you have already one step in China if you know why we chose 8 and not 10)

2. YOU ARE NOT IN 2017
YOU ARE IN 2020

3. ?

4. 2011 2012 2013 2014 2015 2016
stickers
gaming M-payment
taxi grocery music fitness tracking miniapps
Initial revenue more and more service add-ons
advertising revenue
WECHAT THE SUPER APP

5. 2011 2012 2013 2014 2015 2016
stickers
gaming M-payment
taxi grocery music fitness tracking miniapps
groups, servicing, bots…
3 years late
WECHAT THE SUPER APP

6. IN A NUTSHELL
=∑ …
and many more
“one app to rule them all”

7. CHANGE YOUR SCALE

8. IN 2016
1 Internet user out of 2 is Asian
21%
in China
A

9. CNNIC 2016
810 million Internet users
ONLY IN CHINA
3.43 Bn Netizens
Worldwide
21%
in China

10. CNNIC 2016, Wechat 2016 Report, ComScore 2016
95% mobile Internet users
(vs. 79% in the US)
Almost 100% of them use Wechat every day
(vs. 68% US Daily active users of Facebook)
AMONG THE CHINESE NETIZENS

11. THAT’S VERY SIMPLE
=
“Being a smartphone owner in China means being a Wechat user”

12. WHY THIS MAP?

13. THINK AGAIN

14. CHANGE YOUR TIMEFRAME

15. d
Same Beijing Timezone
9,596 million km2
5,000 km N-S / E-W
1.35 Bn people
Same Emotional Calendar

16. JAN FEB MAR APR MAY JUNE JUL AUG SEP OCT NOV DEC
JAN FEB MAR APR MAY JUNE JUL AUG SEP OCT NOV DEC
HOLIDAY
Golden
Week
Mid-Autumn
Festival
New Year
Days
CNY
Qinming
Festival
Labour
Day
Dragon
Day
GIFTING / PURCHASING OCCASIONS
QiXI
Festival
ChongYang
Festival
11.11
12.12
Christmas
Valentine’s Day
White
Valentine’s Day
5.20
Mother’s Day – Father’s Day
KIDS/JUNIOR/TEENS/YOUTH
Back to SchoolWinter Holiday GaoKaoChildren’s Day
GaoKao
Zhuang Yuan
ENTERTAINMENT
TV Shows Season
Golden Bell
Awards
New Year
Blockbusters
Oscars
Cannes
Strawberry Festival
Shanghai Film
Festival
TECHNOLOGY
MWC Shanghai CISMA
Apple 8
release
Huawei P10
release
SPORTS
World Championships
in Athletics
World Aquatics
Championships
Soccer Mercato
OTHERS
Winter solsticeLantern Festival
Wedding season

17. 11.11
“double eleven” or “single day”
The World’s biggest shopping event
¥122,400,000,000 recorded in 24h
(2016 edition)

18. 5.20
“special love day”
now Internet Valentine’s Day

19. 9.1 – 9.8
“golden week”
589M Chinese travelers / 4Bn trips taken
(2016 Edition)

20. JAN FEB MAR APR MAY JUNE JUL AUG SEP OCT NOV DEC
JAN FEB MAR APR MAY JUNE JUL AUG SEP OCT NOV DEC
HOLIDAY
Golden
Week
Mid-Autumn
Festival
New Year
Days
CNY
Qinming
Festival
Labour
Day
Dragon
Day
GIFTING / PURCHASING OCCASIONS
QiXI
Festival
ChongYang
Festival
11.11
12.12
Christmas
Valentine’s Day
White
Valentine’s Day
5.20
Mother’s Day – Father’s Day
KIDS/JUNIOR/TEENS/YOUTH
Back to SchoolWinter Holiday GaoKaoChildren’s Day
GaoKao
Zhuang Yuan
ENTERTAINMENT
TV Shows Season
Golden Bell
Awards
New Year
Blockbusters
Oscars
Cannes
Strawberry Festival
Shanghai Film
Festival
TECHNOLOGY
MWC Shanghai CISMA
Apple 8
release
Huawei P10
release
SPORTS
World Championships
in Athletics
World Aquatics
Championships
Soccer Mercato
OTHERS
Winter solsticeLantern Festival
Wedding season
Hybrid emotional calendar for Chinese: both local and Western

21. CHANGE YOUR REFERENCES
WHERE IS
GAFA?

22. GAFA - BAT

24. CHANGE YOUR PERCEPTION

25. 2
4
3
1

26. HUAWEI
VIVO
ONE +
XIAOMI

28. SHANG XIA
上下

29. QEELIN URBAN REVIVOCOMME MOI
GET READY FOR (HIGH-END) CHINESE FASHION

30. STIMULATED BY FIRST-LADY SOFT POWER
DALIAN DAYANG TRANDS
+15% SALES
EXCEPTION
+10% SALES
FOSHAN SAT. SHOES
+4.2% SALES
The emerging pride to wear low profile
And home-growing niche labels

32. RENEW YOUR PRIORITY ORDER

33. 1 2 3
WHERE ARE THESE SKYSCRAPERS?

34. NANJING SUZHOU CHENGDU

35. CHINA INCLUDES BUT IS NOT LIMITED TO
Shenzhen
Guangzhou
Shanghai
Beijing
Tier 1

36. CHINA CITY TIERS MATTER
Shenzhen
Guangzhou
Shanghai
Beijing
Tier 1
Tier 2
Suzhou
Ninbo
Wuxi
Nanjing
Hefei
Wuhan
Changsha
Xiamen
Chengdu
Chongqing
Wenzhou
Taizhou
Shaoxing
Zhoushan
Changzhou
Nantong
Zhenjiang
Yangzhou
Xuzhou
Dongguan
Zhuhai
Zhongshan
Foshan
Fuzhou
Shantou
Tier 3
Flagship
Growth

37. TimeVallée concept by Richemont
the worldwide first multi-brand boutique concept store of luxury watches owned by a luxury holding
opened in Nanjing in 2015 before expanding in Tokyo in 2016

38. CHINESE CHINA
>

39. 0
North
America
7 million
Western
Europe
2 million
The Economist – CEIC – OCAC – US Census Bureau
SEA
(ex HK)
28 million
Africa
1 million
Russia
<500K
CHINESE PASSPORTS OWNERS ABROAD

40. 0
Western
Europe
2 million
The Economist – CEIC – OCAC – US Census Bureau
SEA
(ex HK)
28 million
Russia
<500K
CHINESE CULTURE INHERITORS ABROAD
North
America
7 million
Africa
1 million
1/3 of the world’s population
is directly linked to the Chinese culture

41. PRC World Conference on Tourism - Forbes
122 million Chinese traveled abroad in 2016
USD 261 billion have been spent abroad by these Chinese travelers
CHINESE TRAVELERS

42. THE BIG SHARE OF OUTBOUND LUXURY
Bain & Co – China Luxury Report 2016 / Exane BNP Paribas 2017
Chinese shoppers overweight China market in Luxury
1 luxury product out of 2
is bought overseas by Chinese shoppers
(vs. 85% of luxury good purchased by French in France)

43. Galeries Lafayette – Paris
Shopping & Welcome Center
China Duty Free Group – Siem Reap
Angkor Duty Free Store
Macy’s – NYC
Virtual Reality Shopping with Alibaba
SAY HI TO LUXURY SHOPPERS ABROAD

44. WHO ARE “DAIGOU GIRLS”?
Chinese residents in Paris who purchase
and ship fashion goods to Chinese
Mainlanders for a commission.
Successful DaiGou girls have
thousands of followers, making
them an in"uential for shoppers
who eventually make their own
way to Paris.
Who is
hiding
behind her
phone?

45. DAIGOU [代购] – Buying on the behalf of
WHO ARE “DAIGOU GIRLS”?
Chinese residents in Paris who purchase
and ship fashion goods to Chinese
Mainlanders for a commission.
Successful DaiGou girls have
thousands of followers, making
them an in"uential for shoppers
who eventually make their own
way to Paris.

46. ü YES
HARD MODE
I understand the risks.

47. A VERY POPULAR MEME POSTED IN 2012
如果人生是场游戏，
出生在中国那就开启困难模式
EASY MODE
HARD MODE
VERY HARD MODE
PROFESSIONAL MODE
The USA, France…
China
North Korea
Iraq, Afghanistan…

48. A VERY POPULAR MEME POSTED IN 2012
“If life was a game,
being born in China would be like playing Hard Mode”
EASY MODE
HARD MODE
VERY HARD MODE
PROFESSIONAL MODE
The USA, France…
China
North Korea
Iraq, Afghanistan…
Being born one in a billion
Being educated to listen hard, work hard
Being told to be cautious, humble, restrained
Working a lot for not very much reward
Being afraid of insecurity

49. READY?

50. you can contact guillaume@exhibition-experiences.com for the voice over
or for other chapters tailored to your business.
Live sessions upon request:
the rebirth of Weibo
deep-dive into Wechat
shaping the future of shopping
谢谢