How to Successfully Market to Inbound Chinese Consumers
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Key differences between Chinese & UK digital landscape. What influences Chinese to buy? Top 5 tips to market your brands to inbound Chinese including leverage Social Media Marketing. Case studies
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How to Successfully Market to Inbound Chinese Consumers
- 1. How to Successfully Market to inbound Chinese Consumers
- 2. Agenda ⢠Key differences between Chinese & UK digital landscape. ⢠What influences Chinese to buy? ⢠Top 5 tips to market your brands to inbound Chinese including leverage Social Media Marketing. ⢠Case studies ⢠Q&A
- 4. China is different â It is not just one country Chinaâs GDP by Province
- 5. China is Big â Chinese internet users = 10% of world population* Canada 33m Russia 103m Brazil 117m India 375m USA 280m UK 60m VS
- 6. China is different â Western social sites are blocked
- 7. China is different - Social drives sales 61% 53% 36% 29% 0% 10% 20% 30% 40% 50% 60% 70% Positive Brand Experience Negative Brand Experience CUSTOMERS SHARE EXPERIENCE ON SOCIAL MEDIA Chinese Americans Edelman Digital 53% 52% 46% 43% 36% 0% 10% 20% 30% 40% 50% 60% Weibo Facebook Pinterest Instagram Twitter INFLUENCE ON PURCHASING Weibo users access E-commerce after noticing Relevant info on Weibo Pre-Purchase Post-Purchase 66% of Chinese use social media to interact with brands
- 8. China is different â They love online shopping! $301.11 $398.76 $491.54 $585.94 $673.83 $0.00 $100.00 $200.00 $300.00 $400.00 $500.00 $600.00 $700.00 $800.00 2013 2014e 2015e 2016e 2017e Transactions USD Billions Source iResearch, â2013 eCommerce market core value analysisâ
- 9. China is different â They shop on 3rd party sites & go big on 11th of Nov $14.3bn Singles day total sales was bigger than Facebookâs revenue in 2015
- 10. What Influences Chinese to buy?
- 11. 196,000 visits in 2013 (Source: VB) Holidays are key shopping periods Most sales predicted 27th Sept -7th October and 8-13 Feb 2016 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
- 12. Gifting is Big in China Purchase Channels During Overseas Travel Online Gifts from family or friends Supermarkets Mega supermarkets On average, a Chinese family receive 12Gifts per year Over 33% received imported food as gifts from family or friends However, overseas purchase showed the strongest growth
- 13. Key reasons to buy British Goods Key trends for imported food in China: ⢠European craftsmanship, biscuits and chocolates are in high demand amongst Chinese. ⢠European dairy products are considered a higher quality. ⢠Natural, organic products gain huge popularity, Chinese are more concerned about the product origins and ingredients.
- 14. ⢠Visitors tend to be younger and Shopping is top activity ⢠2/3 book Travel themselves & consult social media before planning travel 42% ⢠They spend up to £2,700 per head ⢠Chinese visitors account for almost a quarter of spending in the UK ⢠They pay with UnionPay/Alipay Key States of Inbound Chinese Chinese visitors in 2015 269,631 Chinese Students in 2015 89,540
- 15. Top 5 Tips on how To Market Your Brand to Chinese
- 16. Brand or competitorâs video content? Video views? Are your products being sold by agents, is there any indication of sales volume? Any counterfeits? Brand mentions, brand sentiments, identify any copycats or buying agents who sell your products, competitive analysis brand search volume, sentiments, basic user profile and search trends, competitive analysis 1. Do Your Market Assessment Free channels to gain âinsightsâ
- 17. 2. Build Presence on Social Lenovo11.65% Samsung14.38% Apple 11.48% Huawei10.18% +
- 18. Develop your content so that it resonates well with your target audience 3. Create Compelling Content Strategy ⢠Utilize video, infographic and gif format of content for sharing ⢠Brand Heritage: Authentic British, Royal family connection and Craftsmanship ⢠Leverage Celebrities content ⢠Run Regular Social Activation Campaign
- 19. 4. Think Mobile First 79 Percent 69 Percent 38 Percent 78 Percent of Chinese Internet users access the internet on Mobile, Compared to 70% on PC. of Chinese had purchased a product via their smartphone, comparedto 46% of the US. of global smartphone shipments are to China. of Chinese smart phone users increased purchase intention with mobile ad. Source: CNNIC (2012 â 2013) ;Íž We are social (2013)
- 20. 5. Use a QR code QR code is a daily essential in China ďŹ To Chinese, using a phone to scan a code, comes more naturally than typing a web address. ďŹ The # of QR Code Scanned by Chinese Mobile users in Mar, 2014 has 18 times the # in Mar, 2013 ďŹ Code Generated ďŹ Code Scanned Million
- 21. O2O Strategy Using QR Codes Brands are using QR codes to drive online to offline (O2O) sales, especially in retail. WeChat makes it super easy Virtual Shopping on the go Event Invitation Engagement Campaign Brand WeChat Subscription
- 22. Every brand should know about WeChatâŚ
- 23. Case Studies
- 24. Case Study - Golden Week Campaign Promotion Period: 27th September - 10th October, 2015 Objectives: ⢠To drive footfall and offline sales to The Cambridge Satchel Company UK stores during promotional period ⢠Host an in-store event on 1st Oct to generate campaign buzz and customer engagement with the brand Target Audience: Chinese Students and Chinese Professionals in UK Tactics: Social campaign, KOLs and Event Results: ⢠Total Sale Revenue: over £60,000 , 80% in-store ⢠Total Unit of Sales: 36% above target
- 25. ⢠Be creative ⢠Donât be afraid to use celebrity connections/ endorsement âCan you believe that such a premium / weird supermarket is existing in the world?!â Waitrose uses social media to announce e-Commerce launch
- 26. Q&A
Editor's Notes
- http://v.youku.com/v_show/id_XNzI4NjkwODU2.html
- http://www.internetworldstats.com/stats.htm http://www.census.gov/popclock/
- There is no Facebook There is no Twitter There is no YouTube Chinese are good at copying but now they invented platforms that are better than the western versions.
- Social Commerce is 10 years ahead of Western world
- Online transactions reached $301.9 billion USD in 2013. It is expected to surpass $651 billion USD in 2017
- Growth rate is slowing but adoption and sales higher than ever
- This means you have 3 opportunities to capitalize on visiting Chinese
- http://www.foodaily.com/market/show.php?itemid=12752
- 56% of shoppers are young, born after 1980! Luxury brands must place greater emphasis on younger and exclusivity both in product design and store footprint. Up to 60% of Chinese consumers buy via overseas channels which will stabilized  (daigou will decline). Chinese travelling abroad use UnionPay/Alipay Luxury brands should strengthen both digital platform building and digital content creation, with an emphasis on localization  More and more holiday's are now booked online but influenced by offline and online methods! Having an online presence at the point of planning and booking is recommended, or at the very least a social media presence. Our visa system makes it more difficult to travel to the Uk say vs Paris, but we should see more relaxed rules leading to even higher tourist numbers For the 1/3 that book through agents, having your brand as front of mind is very important as the tour guide will inform a lot of purchasing decision's In a bid to boost visitor numbers ahead of Chinese new year on 8 February, the UK introduced a new two-year visitor visa for Chinese nationals earlier this month. The new visa will cost ÂŁ85, the same as the previous six-month visa, and enables holders to make multiple trips to the UK. 89,540 Chinese students enrolled in 2014/2015 UK universities and colleges, so donât forget to target UK based Chinese! http://institutions.ukcisa.org.uk//info-for-universities-colleges--schools/policy-research--statistics/research--statistics/international-students-in-uk-he/ https://www.theguardian.com/business/2016/jan/27/chinese-tourist-numbers-coming-to-uk-up-nearly-40
- Essential for building credibility Interaction Verified weibo platform- 198 m active monthly users Latest weibo and we chat figures- 180m outside china, total 650 million, increase 34% since 2014
- Smartphone ownership is near-universal. 98% of Chinese consumers own a smartphone. Laptops are the second-most commonly owned device (82%). 25% Chinese research products to buy on their mobiles 27% Chinese purchase products on their mobiles China Has 160 Million Active Android Users, 85 Million on iOS GlobalWebindex q4 2014 Techasia Apple only accounts 11.48% handset market share 557m mobile internet users
- Despite their poor standing in the minds of many western marketers, the QR code is a daily essential for brands in China, and the distinctive black and white images can be found on billboards and products all over the country. This is partly thanks to WeChatâs adoption â using a QR code and a WeChat wallet, consumers can buy goods from physical stores in China instead of using cash or a credit card. This year, Alibaba launched âdotless visual codesâ for brands to place on product packaging so that consumers can use their phone to check a productâs authenticity and get information, discounts and recommendations based on their preferences. Just because something is out of fashion in the west, donât assume the same is true for China. http://wearesocial.com/uk/thought-leadership/marketing-china-fivestep-guide
- Utilize social to introduce the brand (in a humorous way) with celebriti (royal family) content, promoted with UK based KOL to intrigue users to visit their Tmall store. Brands should strengthen both digital platform building (e.g., Weibo WeChat, apps) and digital content creation, with an emphasis on localization to reflect local market preferences.