Chinese shoppers are rushing online to buy products from Overseas - A trend called "Hai Tao."
Increasing support for domestic consumption has lead to the establishment of the Shanghai FTZ which makes cross-border ecommerce easier and cheaper. And increasing liberalisation of global credit cards (and online payment systems) has further improved the prospect of going outbound to shop.
Its a very high growth space, with forecasts of RMB1.0 Trillion in Chinese outbound shopping by 2018.
The lessons learned from brands in China (on WeChat) offer important clues to Global marketers on how conversational, social marketing will evolve through Facebook Messenger, iMessage, WhatsApp, Apple's iMessage...etc.
WeChat is the key to unlocking Content x Commerce in China.
We look into WeChat to better understand the; (1)The Overall Ecosystem, (2)Audience paths for brands ...AND (3)How Content (social media) and Commerce come together.
Includes some examples by industry of branded accounts - specifically for travel/tourism, retail and health.
A visual map of the ecommerce ecosystem inside of WeChat, showing the key channels for sales inside of the application. It is specifically focused on helping brands understand how best to sell inside WeChat.
WeChat is providing unique insight into the future of social CRM.
WeChat brings mobile-first capabilities (online-to-offline linkages), together with detailed audience profiles and mobile payments - into a comprehensive view of audience activities.
Imagine being able to unify the user data from Facebook, Google, Amazon, brand websites and mobile apps - into a singular view of the customer - that’s WeChat right now.
Add to this, the dominance of WeChat in China - with 900million users spending on average 34% of mobile time on the app - and it’s clear to see why brands have been rushing to setup CRM systems in coordination with their account operations on WeChat.
Social CRM systems on WeChat could offer some important insights for Global marketers into how omni-channel, social-mobile marketing will evolve.
WeChat is a free messaging service from China that gains popularity rapidly. Besides standard features It includes voice messaging and videochat. By doing an search online, this slidedeck was made to answer the question what WeChat is and how companies can effectively use this service.
Sources:
http://thenextweb.com/asia/2014/01/24/messaging-stop-comparing-wechat-whatsapp/1/
http://jingdaily.com/how-wechats-600-million-users-spell-out-big-profits-for-brands/38568/
http://www.chinainternetwatch.com/4581/wechat-open-api-new-policies
http://bigblueball.com/im/top-10-instant-messaging-apps/
www.wechat.com
http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/
http://www.ishmaelscorner.com/2014/01/21/wechat-campaign-in-china-offers-glimpse-into-the-future-of-communications/
http://www.chinainternetwatch.com/5261/10-case-studies-for-wechat-marketing/
http://www.digitaljungle.com.cn/wechat-marketing-service
http://technode.com/2013/12/03/wechat-launched-voice-open-platform-and-speech-recognition-sdk/
http://technode.com/2014/04/10/wechat-releases-image-recognition-sdk/
Updated June 2015:
A brief introduction to China's hottest social media platform - WeChat (Weixin) - with insights, case studies and analysis for brands.
Includes latest data on registered users and active users and comparisons to Weibo.
Provides information on user profiles and case studies for brands who have successfully used WeChat, including; Burberry, Coach, Tesla, China Southern Airlines, Xiaomi, Glico, Cadillac, Tencent, Olay, La Perle, Zanadu, Star Wars and BMW.
Outlines SIX ways for brands to use WeChat effectively:
1. Creating Branded Accounts
2. Micro-Contents (regular engagement)
3. For Customer Service/Loyalty
4. Driving O2O and Location Based Social
5. For Ecommerce (Sales)
6. Through "push" advertising
WeChat, initially a Chinese social messaging app, seeks to go beyond social networking and entertainment through gaming, new devices and opportunities. As mobile commerce and mobile payment transactions boom in the world, Tencent via their flagship app WeChat are positioning themselves to become a key international player. How are WeChat and Tencent disrupting market leaders all over the world?
The lessons learned from brands in China (on WeChat) offer important clues to Global marketers on how conversational, social marketing will evolve through Facebook Messenger, iMessage, WhatsApp, Apple's iMessage...etc.
WeChat is the key to unlocking Content x Commerce in China.
We look into WeChat to better understand the; (1)The Overall Ecosystem, (2)Audience paths for brands ...AND (3)How Content (social media) and Commerce come together.
Includes some examples by industry of branded accounts - specifically for travel/tourism, retail and health.
A visual map of the ecommerce ecosystem inside of WeChat, showing the key channels for sales inside of the application. It is specifically focused on helping brands understand how best to sell inside WeChat.
WeChat is providing unique insight into the future of social CRM.
WeChat brings mobile-first capabilities (online-to-offline linkages), together with detailed audience profiles and mobile payments - into a comprehensive view of audience activities.
Imagine being able to unify the user data from Facebook, Google, Amazon, brand websites and mobile apps - into a singular view of the customer - that’s WeChat right now.
Add to this, the dominance of WeChat in China - with 900million users spending on average 34% of mobile time on the app - and it’s clear to see why brands have been rushing to setup CRM systems in coordination with their account operations on WeChat.
Social CRM systems on WeChat could offer some important insights for Global marketers into how omni-channel, social-mobile marketing will evolve.
WeChat is a free messaging service from China that gains popularity rapidly. Besides standard features It includes voice messaging and videochat. By doing an search online, this slidedeck was made to answer the question what WeChat is and how companies can effectively use this service.
Sources:
http://thenextweb.com/asia/2014/01/24/messaging-stop-comparing-wechat-whatsapp/1/
http://jingdaily.com/how-wechats-600-million-users-spell-out-big-profits-for-brands/38568/
http://www.chinainternetwatch.com/4581/wechat-open-api-new-policies
http://bigblueball.com/im/top-10-instant-messaging-apps/
www.wechat.com
http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/
http://www.ishmaelscorner.com/2014/01/21/wechat-campaign-in-china-offers-glimpse-into-the-future-of-communications/
http://www.chinainternetwatch.com/5261/10-case-studies-for-wechat-marketing/
http://www.digitaljungle.com.cn/wechat-marketing-service
http://technode.com/2013/12/03/wechat-launched-voice-open-platform-and-speech-recognition-sdk/
http://technode.com/2014/04/10/wechat-releases-image-recognition-sdk/
Updated June 2015:
A brief introduction to China's hottest social media platform - WeChat (Weixin) - with insights, case studies and analysis for brands.
Includes latest data on registered users and active users and comparisons to Weibo.
Provides information on user profiles and case studies for brands who have successfully used WeChat, including; Burberry, Coach, Tesla, China Southern Airlines, Xiaomi, Glico, Cadillac, Tencent, Olay, La Perle, Zanadu, Star Wars and BMW.
Outlines SIX ways for brands to use WeChat effectively:
1. Creating Branded Accounts
2. Micro-Contents (regular engagement)
3. For Customer Service/Loyalty
4. Driving O2O and Location Based Social
5. For Ecommerce (Sales)
6. Through "push" advertising
WeChat, initially a Chinese social messaging app, seeks to go beyond social networking and entertainment through gaming, new devices and opportunities. As mobile commerce and mobile payment transactions boom in the world, Tencent via their flagship app WeChat are positioning themselves to become a key international player. How are WeChat and Tencent disrupting market leaders all over the world?
A question facing anyone wanting to do marketing in China. WeChat is the marketer's tool of choice in the Middle Kingdom. But what is it? And how do you use it for marketing? This simple presentation takes you through the basics, and shows which New Zealand organisations are already using WeChat for marketing to China.
For the first time, WeChat has opened its books and shared some very interesting data from its home market. This is an English translation of the original Chinese deck released Jan 27, 2015.
Chinese Social Media Brief: Overview, SNS Analysis and Key TrendsImagination
Imagination's creative strategy team provide an inside look at the present state of the social media environment in China and the newest emerging trends.
There’s growing interest in Chinese social media from all corners and more and more mid-sized businesses are looking for agencies that can help them connect with Chinese consumers. It’s hard to find an overview of the key players so we’ve compiled a list of major agencies focusing on Chinese social media. Their services and specialties are highlighted to help businesses choose a suitable agency for their needs. These Chinese social media agencies are listed in alphabetical order.
As China continues to grow rapidly, there is a swell in outbound travel and shopping. In 2018 there will be an estimated 154 million outbound travelers from China - and another 248 million shoppers who buy overseas, online
from China.
This presentation outlines these growing movements and how global brands and destinations can market to Chinese audiences.
Marketing to China must take into account the unique characteristics of Chinese audiences who are highly social (social media rules), predominantly mobile and have incredibly high preference for mobile payments (mobile wallet over cash/credit).
Marketing to China also requires adapting language, messaging and systems to mesh with a different view of the world. Smart global brands who address these issues put themselves in a good position to succeed with the 400 million+ Chinese who are expected to travel overseas by 2030.
MSLGROUP China whitepaper: We Chat about WeChatLeslie Lin
With 600 million users in less than three years, companies around the world are intensely watching the meteoric rise of Tencent's WeChat platform. WeChat combines the functions of Facebook, Twitter, Instagram, Skype and walkie-talkie into one single application. It is the No 1 app download in 20 countries from India to Saudi Arabia.
The recent launch of WeChat 5.0 in China provides users with a richer, more diverse experience including rapid access to e-coupons, booking capabilities, live support, billing inquiries, and points-of-interest navigation.
MSLGROUP China's own experience with the WeChat platform reveals a powerful tool that serves organizations well beyond sales and marketing purposes. This tool can increase operational efficiency, reduce overhead costs, and increase business value.
Based on our experience helping clients develop and implement strategies on WeChat over the last nine months, we have developed this groundbreaking whitepaper that explains how to construct and use WeChat. We analyze cases and cite examples from a variety of industries and highlight best practices.
Contact MSLGROUP for more information.
WeChat. Everyone’s using it. In China. The app that Facebook wanted to emulate. And maybe what the future of mobile is heading. This is WeChat’s story.
Its rare to get any official data from WeChat. So, when we were sent a 'year-to-date' review from WeChat in October, we wanted to translate and share it.
WeChat released the following report in Chinese last month. Its a summary of high-level user behavior/trends. Totem Media has translated the report to English ...without additional analysis/interpretation. In other words, it’s a straight translation of the Chinese report (without Totem’s point of view).
An event hosted in London, UK by Digital Jungle (www.digitaljungle.agency) to outline the key facts on the Chinese social and digital landscape. Additionally, Digital Jungle CEO & Founder, Dr. Mathew McDougall provided practical ideas and tips for brands looking to enter this market from a brand and eCommerce perspective. Mr Roy Graff, Digital Jungle's UK Managing Director provided the audience with Chinese insights related to the tourism and inbound marketing.
Research presentation on WeChat Subscription ProductPawan Gupta
The slide measures ROI on WeChat subscription product on CBS business conference. The techniques used were ethnography, quantitative and qualitative research.
Chinese Social Media - Quick Guide to Important SitesChris Baker
Updated July 2015:
A brief overview of some of the new, up-and-coming social media sites in China.
The two biggest platforms - WeChat & Weibo - get most of the attention in discussions about social media in China. There is however a growing number of important supporting players, representing the next wave of social.
We have prepared short introductions to a few that we think are interesting ...the sites/apps that we use in managing social media campaigns for brands in China:
- Douban
- Nice
- Lofter
- Momo
- Maimai
- Tantan
- Zhihu
- Meipai
- Papa
- Demohour
- Meilishuo
- Guokr
- Baidu Tieba
- Baidu Baike
In Travel:
- Daizhe
- Chanyouji
- Bread trip
- Qyer
And, included from our report in 2014:
- Weishi
- Nian
- Pianke
- Jue-so
- P1
Understand
1. the China E market and how to use social / digital marketing to tap into the market.
2. the habits and trends of the modern Chinese consumer.
3. the strategy of Baidu, Alibaba and Tencent.
4. the evolution of E commerce in China .
5. the future of China AI and 5G market .
Playing to Win in China - Digital User Behaviour: An introduction to what to watch out for whilst marketing to the Chinese audience using Chinese platforms for Search, eComermce, Website builds and social media such as WeChat.
Marshall Manson and James Whatley are back again with their key digital trends for 2016. A deck of two halves, first reviewing how well they predicted the shape of the industry for 2015 and then diving into the juicy stuff - what's ahead for us in 2016.
This deck is designed to be read but follow @OgilvyUK, @MarshallManson, and @Whatleydude to see when they both might be out and about presenting it very, very soon.
Social Media is being integrated into every aspect of the consumer journey including pre-purchase research, the actual purchase, post-sale and loyalty. This research examines trends and innovations in social media, and provides case studies demonstrating the leveraging of the different social platforms.
WeChat, the shape of the connected ChinaFabernovel
Impressive, intriguing China is all too often dismissed as a source of inspiration for being “too different”. Yet over the past decade, China has undergone unprecedented change as a result of the implementation of protectionist economic policies. No longer the world’s sweatshop, the country is now the international epicenter of technological research & development.
This presentation provides interesting information about the Chinese automotive buyer. These car buyers are more sophisticated, socially and digitally connected than ever before -- for those wanting to reach this consumer then the ideas outlined in this presentation will help guide your digital marketing approach.
Martin Limbeck ist einer der meistgefragten Verkaufsexperten im englisch- und deutschsprachigen Raum. Seit mehr als 20 Jahren begeistert er mit seinem Insider-Know-How und praxisnahen Strategien Mitarbeiter aus Management und Verkauf.
Bis heute trat er bereits in mehr als 20 Ländern auf der ganzen Welt auf. Nicht nur in seinen provokativen und motivierenden Vorträgen, sondern auch in den umsetzungsorientierten Trainings steht das progressive Verkaufen in seiner Ganzheit im Mittelpunkt. Trainer des Jahres 2008 und 2011, Internationaler Deutscher Trainingspreis in Bronze 2006 und 2011, 5 Years Award in Bronze (BDVT) 2008, Conga Award 2009 und 2010, Lehrbeauftragter im Bereich Sales Management an der ESB Business School in Reutlingen, Dozent in der Führungskräfteweiterbildung der Universität St. Gallen, Certified Speaking Professional 2011 (CSP), International Speaker of the Year 2012 und Top-Speaker of the Year 2014 – die Liste seiner Erfolge und Auszeichnungen ist lang. Sie zeigt: Martin Limbeck ist einer der erfolgreichsten und renommiertesten Business-Speaker und Verkaufsexperten auf internationaler Ebene.
A question facing anyone wanting to do marketing in China. WeChat is the marketer's tool of choice in the Middle Kingdom. But what is it? And how do you use it for marketing? This simple presentation takes you through the basics, and shows which New Zealand organisations are already using WeChat for marketing to China.
For the first time, WeChat has opened its books and shared some very interesting data from its home market. This is an English translation of the original Chinese deck released Jan 27, 2015.
Chinese Social Media Brief: Overview, SNS Analysis and Key TrendsImagination
Imagination's creative strategy team provide an inside look at the present state of the social media environment in China and the newest emerging trends.
There’s growing interest in Chinese social media from all corners and more and more mid-sized businesses are looking for agencies that can help them connect with Chinese consumers. It’s hard to find an overview of the key players so we’ve compiled a list of major agencies focusing on Chinese social media. Their services and specialties are highlighted to help businesses choose a suitable agency for their needs. These Chinese social media agencies are listed in alphabetical order.
As China continues to grow rapidly, there is a swell in outbound travel and shopping. In 2018 there will be an estimated 154 million outbound travelers from China - and another 248 million shoppers who buy overseas, online
from China.
This presentation outlines these growing movements and how global brands and destinations can market to Chinese audiences.
Marketing to China must take into account the unique characteristics of Chinese audiences who are highly social (social media rules), predominantly mobile and have incredibly high preference for mobile payments (mobile wallet over cash/credit).
Marketing to China also requires adapting language, messaging and systems to mesh with a different view of the world. Smart global brands who address these issues put themselves in a good position to succeed with the 400 million+ Chinese who are expected to travel overseas by 2030.
MSLGROUP China whitepaper: We Chat about WeChatLeslie Lin
With 600 million users in less than three years, companies around the world are intensely watching the meteoric rise of Tencent's WeChat platform. WeChat combines the functions of Facebook, Twitter, Instagram, Skype and walkie-talkie into one single application. It is the No 1 app download in 20 countries from India to Saudi Arabia.
The recent launch of WeChat 5.0 in China provides users with a richer, more diverse experience including rapid access to e-coupons, booking capabilities, live support, billing inquiries, and points-of-interest navigation.
MSLGROUP China's own experience with the WeChat platform reveals a powerful tool that serves organizations well beyond sales and marketing purposes. This tool can increase operational efficiency, reduce overhead costs, and increase business value.
Based on our experience helping clients develop and implement strategies on WeChat over the last nine months, we have developed this groundbreaking whitepaper that explains how to construct and use WeChat. We analyze cases and cite examples from a variety of industries and highlight best practices.
Contact MSLGROUP for more information.
WeChat. Everyone’s using it. In China. The app that Facebook wanted to emulate. And maybe what the future of mobile is heading. This is WeChat’s story.
Its rare to get any official data from WeChat. So, when we were sent a 'year-to-date' review from WeChat in October, we wanted to translate and share it.
WeChat released the following report in Chinese last month. Its a summary of high-level user behavior/trends. Totem Media has translated the report to English ...without additional analysis/interpretation. In other words, it’s a straight translation of the Chinese report (without Totem’s point of view).
An event hosted in London, UK by Digital Jungle (www.digitaljungle.agency) to outline the key facts on the Chinese social and digital landscape. Additionally, Digital Jungle CEO & Founder, Dr. Mathew McDougall provided practical ideas and tips for brands looking to enter this market from a brand and eCommerce perspective. Mr Roy Graff, Digital Jungle's UK Managing Director provided the audience with Chinese insights related to the tourism and inbound marketing.
Research presentation on WeChat Subscription ProductPawan Gupta
The slide measures ROI on WeChat subscription product on CBS business conference. The techniques used were ethnography, quantitative and qualitative research.
Chinese Social Media - Quick Guide to Important SitesChris Baker
Updated July 2015:
A brief overview of some of the new, up-and-coming social media sites in China.
The two biggest platforms - WeChat & Weibo - get most of the attention in discussions about social media in China. There is however a growing number of important supporting players, representing the next wave of social.
We have prepared short introductions to a few that we think are interesting ...the sites/apps that we use in managing social media campaigns for brands in China:
- Douban
- Nice
- Lofter
- Momo
- Maimai
- Tantan
- Zhihu
- Meipai
- Papa
- Demohour
- Meilishuo
- Guokr
- Baidu Tieba
- Baidu Baike
In Travel:
- Daizhe
- Chanyouji
- Bread trip
- Qyer
And, included from our report in 2014:
- Weishi
- Nian
- Pianke
- Jue-so
- P1
Understand
1. the China E market and how to use social / digital marketing to tap into the market.
2. the habits and trends of the modern Chinese consumer.
3. the strategy of Baidu, Alibaba and Tencent.
4. the evolution of E commerce in China .
5. the future of China AI and 5G market .
Playing to Win in China - Digital User Behaviour: An introduction to what to watch out for whilst marketing to the Chinese audience using Chinese platforms for Search, eComermce, Website builds and social media such as WeChat.
Marshall Manson and James Whatley are back again with their key digital trends for 2016. A deck of two halves, first reviewing how well they predicted the shape of the industry for 2015 and then diving into the juicy stuff - what's ahead for us in 2016.
This deck is designed to be read but follow @OgilvyUK, @MarshallManson, and @Whatleydude to see when they both might be out and about presenting it very, very soon.
Social Media is being integrated into every aspect of the consumer journey including pre-purchase research, the actual purchase, post-sale and loyalty. This research examines trends and innovations in social media, and provides case studies demonstrating the leveraging of the different social platforms.
WeChat, the shape of the connected ChinaFabernovel
Impressive, intriguing China is all too often dismissed as a source of inspiration for being “too different”. Yet over the past decade, China has undergone unprecedented change as a result of the implementation of protectionist economic policies. No longer the world’s sweatshop, the country is now the international epicenter of technological research & development.
This presentation provides interesting information about the Chinese automotive buyer. These car buyers are more sophisticated, socially and digitally connected than ever before -- for those wanting to reach this consumer then the ideas outlined in this presentation will help guide your digital marketing approach.
Martin Limbeck ist einer der meistgefragten Verkaufsexperten im englisch- und deutschsprachigen Raum. Seit mehr als 20 Jahren begeistert er mit seinem Insider-Know-How und praxisnahen Strategien Mitarbeiter aus Management und Verkauf.
Bis heute trat er bereits in mehr als 20 Ländern auf der ganzen Welt auf. Nicht nur in seinen provokativen und motivierenden Vorträgen, sondern auch in den umsetzungsorientierten Trainings steht das progressive Verkaufen in seiner Ganzheit im Mittelpunkt. Trainer des Jahres 2008 und 2011, Internationaler Deutscher Trainingspreis in Bronze 2006 und 2011, 5 Years Award in Bronze (BDVT) 2008, Conga Award 2009 und 2010, Lehrbeauftragter im Bereich Sales Management an der ESB Business School in Reutlingen, Dozent in der Führungskräfteweiterbildung der Universität St. Gallen, Certified Speaking Professional 2011 (CSP), International Speaker of the Year 2012 und Top-Speaker of the Year 2014 – die Liste seiner Erfolge und Auszeichnungen ist lang. Sie zeigt: Martin Limbeck ist einer der erfolgreichsten und renommiertesten Business-Speaker und Verkaufsexperten auf internationaler Ebene.
Presentation given at the first Dok Noord Meetup about Felt. A project that started at CoScale. Felt can be used for synthetic monitoring, load testing and a lot more.
Last week my team had the privilege to speak at the Global eCommerce Leadership Forum in New York. Our role was to share insights and strategy focusing on customer acquisition for US headquartered brands looking to expand their marketing efforts into China. Attached is the latest presentation focused on the retail sector.
Ultimate Guide to E-commerce Statistic in SEA and especially Vietnam market.
A must-have pocket but in-depth guideline you should read before entering Vietnam!
China eCommerce Market Analysis Report 2013 – Chapter 2: Characteristics and ...GLG (Gerson Lehrman Group)
In last chapter, we have analyzed a wide scope of current China eCommerce market and how it stimulates retail consumption in China. There is an unprecedented growth of online shopping among Chinese consumers. Online shopping frequency and spending amount increase year by year. Online shoppers’ average spending is around RMB 5,203, narrowing the gap with the U.S. each year. In this report, it focuses on the characteristics and evolution of Chinese eCommerce users, together with the new demand and online users’ preference for eCommerce sites.
In last chapter, we have analyzed a wide scope of current China eCommerce market and how it stimulates retail consumption in China. There is an unprecedented growth of online shopping among Chinese consumers. Online shopping frequency and spending amount increase year by year. Online shoppers’ average spending is around RMB 5,203, narrowing the gap with the U.S. each year. In this report, it focuses on the characteristics and evolution of Chinese eCommerce users, together with the new demand and online users’ preference for eCommerce sites.
Mike Anthonys presentation deck from the In-Cosmetics Conference in Bangkok, Thailand (October 31st 2013) "How shoppers use technology and the implications to cosmetics brand marketing"
Sell to China - Your Complete Category HandbookAzoya
Chinese consumers’ rising needs for overseas products have provided overseas retailers with a wealth of opportunities. However, these opportunities are not evenly distributed among all categories. Some categories are more popular; some are easier to operate; some need to be given extra attention.
This whitepaper takes a deep dive into different categories that are popular among Chinese cross-border online shoppers. Suggestions about marketing, merchandising, logistics and operation will be given based on different categories. You can't miss this all-encompassing handbook!
26% (87.88 million) of China Internet users shopped online during the first half of 2009, with an increase of 38.9% compared with the same period of last year.
Cross-border O2O - Take Your Brick-and-mortar Store To China Via OmnichannelAzoya
Chinese tourists are shopping around the world. They exhibit a staggering purchasing power that keeps impressing the whole world. That means a tremendous opportunity for overseas bricks-and-mortar stores. However, the market potential brought about by Chinese outbound shoppers has not been fully realized.
Inspired by China’s prevalent O2O retail, Azoya has come out with an innovative solution called cross-border O2O to help overseas bricks-and-mortar stores sell to China in a smarter and more effective way. China’s O2O retail, which is similar to omni-channel retail, has become a defining force in upgrading the country’s retail industry. By aligning omni-channel with cross-border O2O, overseas bricks-and-mortar retailers will fully tap into the huge market demand and even bring their bricks-and-mortar retail business to China’s online shopping community.
The power of Chinese e-consumption is unstoppable despite the slowing economy and is estimated to reach 9.6 Trillion RMB by 2020. This sheer magnitude alone is the main reason why we are now taking a spotlight on China’s E-commerce industry.
As the immediacy of receiving the products you need becomes a non-issue in e-commerce due to increasingly smart logistics, the main challenge left is the desire to try or feel the products first. This might be the simplest explanation for the rise of omni-channel, where the online, mobile or social channels, and brick & mortar stores, are mixed into a seamless shopping experience, each leveraging its own virtues and supporting the other channels at the same time. E-commerce is not, nor has it ever been, merely a ͞sales channel͟, and companies have adapted to this notion. ͞Don’t think of e-commerce as a channel. It’s a way for consumers to research, to buy, to experience brands and then, ultimately, to have them have fulfilled͟, says Coca-Cola North America’s EVP Sandy Douglas. E-commerce, therefore, is becoming a component of omni-channel commerce. Brick & mortar competitors establish digital presence, and previously pure-play digital competitors establish a physical presence. Recent acquisitions have established the market’s dynamics even further – e.g., Amazon’s acquisition of Whole Foods Market, and Walmart’s acquisition of Jet.com and Bonobos. More retailers today use stores as display spaces that support the need to try out and try on prior to purchasing online.
Similar to Outbound Online Shopping - From China (20)
CMO's guide to AI (Artificial Intelligence)Chris Baker
This report puts the subject of 'AI in marketing' into context for CMOs and senior marketers, looking to build long-term plans for implementation of AI into their broader marketing playbook.
The report looks at:
- The scale, speed and value of AI for marketers
- Insights on how to plan and roadmap its implementation
- Highlighting key use cases
- Perspectives on how search and brand discovery will change
- Recommendations for how to begin work on AI transformation
2019 is setting up to be a very interesting year, full of competing challenges and opportunities.
There are serious warning signs about the global economy and numerous geopolitical challenges in play. The PRC government is also increasing its control and censorship activities. In the past two weeks alone, search engine Bing has been blocked (and unblocked) and big censorship moves have been made within Chinese platforms to remove sensitive content. “Daigou” activity (hand carried imports) is also under increased scrutiny.
Despite this, the opportunities in China are still large and brands continue to increase digital & social media budgets. Social and digital continue to be seen as the most cost efficient marketing channels.
While China still represents a big growth opportunity for all brands, it is also a market where big gains are increasingly going to larger brands. In 2018, data from analysts showed that only 10% of all accounts on Tmall were profitable. The costs of winning in China are rising quickly. Brands need to be more measured and focus on fewer, higher quality efforts.
Marketing to China is also becoming a global challenge. Brands need to support their China-specific marketing with new strategies at HQ level, in order to reach PRC nationals across borders.
With this set of circumstances in place for 2019, there are several key trends for brands to look out for; (1)China marketing should be global, (2)measurement of brand/digital performance is critical, (3)quality in branding and content matter more, (4)social selling is a massive, emerging opportunity, and (5)the rules of retail are being reshaped rapidly.
***
For more context on China social, check out our previous years' reports:
https://www.slideshare.net/cbaker19/social-media-insights-2018
https://www.slideshare.net/cbaker19/social-media-trends-2017
https://www.slideshare.net/cbaker19/2016-chinas-social-media-trend-report
10 Insights on Digital Marketing in China, for 2018.
Brands in China (foreign and local alike) have been pushing hard for a long time to capture market share …often with little regard for quality brand management and well organized, integrated strategies.
China has been a mad dash, with brands jumping from one new development (Weibo, Youku, Tmall...) to the next (WeChat, Bilibili, LittleRedBook…) - all aimed at capturing under-priced audience attention. Most of these efforts have been quickly conceived and not necessarily linked to holistic, organized brand objectives. Its been all about speed.
As organic reach and cheap audience attention come to a close, brands will have to focus on rationalizing their efforts, measuring/tracking investments ...and solving core brand challenges.
2018 will follow from 2017, by being concerned with integration, filling in the pieces and creating more solid, well-refined, integrated digital efforts. Above all, 2018 looks to be about slowing down and getting the basics right.
For more context on China social, check out our previous years' reports:
https://www.slideshare.net/cbaker19/social-media-trends-2017
https://www.slideshare.net/cbaker19/2016-chinas-social-media-trend-report
2017 projects to be a year where social and content marketing make a major leap forward. Social is swiftly moving into the center of marketing plans for brands in China.
In 2016, there were a number of important developments that inform the year ahead, including; the rapid emergence of live video, further integration social with ecommerce, and increased investments into social ads and KOLs.
In this social marketing preview of 2017, we have highlighted 10 trends that will prove to be critical for marketers. The trends represent the most current conversations taking place with brands and agencies in China.
These trends are placed in the context of China as a digital-first market - with hot competition between Alibaba and Tencent for dominance.
The latest statistics from WeChat place its monthly active users (MAU) at 700million, with audiences visiting the application upwards of 30 times per day.
While follower numbers for most brands continue to grow, the honeymoon appears to be over. Signs are starting to emerge that follower growth rates for brand accounts are slowing.
At the same time, the government has started to apply pressure to regulate H5 apps built onto WeChat. And Tencent itself is applying greater control over brand activities.
Brands will have to employ more effective content strategies on WeChat moving forward. In this presentation we share our tips to help brands continue to grow by attracting/retaining audiences on WeChat.
2016 is quickly approaching and so we took the opportunity to pull together some thoughts on where social media in China is...and what's going to be important next year.
China has seen rapid growth with new, innovative mobile social applications in the past few years. Lofter, NICE, Meipai, Weishi ...among others are leading the way.
Despite this competition, Lofter has defined itself as the choice for designer interests groups (where NICE is more fashion driven).
A light blog launched by NetEase in 2011, Lofter provides audiences with a user-friendly UI and high-quality user-generated contents.
With Instagram and other foreign apps blocked in China, Lofter has enjoyed rapid growth recently. It currently has 10m users ...and is growing quickly, especially among early adopters.
With this presentation we look at how the application works, who uses it ...and how brands in China are using it for marketing purposes (with case studies from Cadillac, Xiaomi, IWC, among others).
KOLs - The Secret Sauce for Social in ChinaChris Baker
The use of KOLs does not get addressed adequately because companies generally do not want to admit to, much less share, information about how they use paid influencers in support of brand growth.
In order to better understand how brands and agencies are using KOLs in China, Totem Media distributed a survey through its own network and through Campaign Asia-Pacific during May and June.
The survey received a total of 36 responses from people holding director-level or higher positions in multinational brands and agencies in China. One-third of these respondents provided written responses to five open-ended questions in the survey.
With the shift to Social Media Marketing, brands and the agencies that work with them are changing the way they communicate.
The singular "big idea" created for TV-first campaigns is being replaced by longer term storytelling strategies and MICRO-GRAPHICS.
Micro-graphics include pictures, infographics and videos, are being used to create far more detailed connections between brands and audiences ...being used in response to niche audiences, events, trends.
A brief introduction to the move to Real-time social media management. Listening and responding quickly to emerging trends on social (and search) allows brands to capture audience attention.
This report shares a couple of well-known cases from the US, together with:
1. Insights on why real-time is essential
2. How to do it
3. Examples from China with Tencent
NICE - China's answer to Instagram/SwaagChris Baker
Chinese social media goes niche in 2015.
This presentation provides an introduction to NICE ...another of China's up-and-coming social media.
NICE and other Chinese social-photo apps (Yoho!Show, In and Pinco), have been growing quickly (especially since Instagram was blocked during part of 2014).
NICE is A Swaag-like picture-labelling & sharing social app that enables users to tag floating labels on their pictures in a fun and creative way.
Launched in Oct 2013, NICE has gained 1.2 million daily active users and generates an impressive 1 million new, labeled pictures every day.
Brands have moved quickly into NICE, working with celebrities, KOLs and audiences to co-create social content.
Weishi - An introduction to China's VineChris Baker
This presentation provides an introduction to Weishi ...another of China's up-and-coming social media.
Weishi is China's answer to Vine - an 8-Second video app - which allows users to shoot, edit and share creative, fun videos. Weishi has 24 million registered users to date.
Another app, Meipai also occupies a similar space as Weishi BUT Weishi has a distinct advantage as part of Tencent's ecosystem. It is connected to QQ, Tencent Weibo and most importantly WeChat.
This infographic shows the latest data on user activity for WeChat and Weibo. It illustrates the monthly active user stats together with insights on what functions are used in each application and the times of day when each are used most.
Papa - An introduction to China's SoundCloud/InstagramChris Baker
This presentation provides a brief introduction to PAPA, one of China's newest social media. Like SoundCloud/Instagram, PAPA is a mobile social network focused on sharing great content.
Users on PAPA share audio, voice and music through an "instagram-like" social app.
We show how the application works, its function and UI, together with analysis on how brands in China are using it to improve audience engagement.
Infographic with side-by-side comparison of ecommerce markets in China and US, including overall size of markets, key categories and channels.
Includes key facts and figures from 2012 & 2013.
An overview of how infographics are being used in marketing and branding. Insights into why they have grown in popularity, how they are used AND what makes for a good infographics centred campaign at each step along the "path to purchase."
Bonus: a brief outline of infographics in China.
3. The problem to be solved.
Chinese travelers are going overseas . . .we know that.
100million travelled globally last year.
at the same time, chinese shoppers are also rushing online
to buy products from overseas - a trend called “hai Tao.”
hand carried products from around the world have been
filtering into china for decades and have fueled the
growth of taobao. but it seems now that chinese shoppers
are getting the itch for more.
they want the genuine goods at good prices but they also
want novelty. they want more and want to share in the
stories of where things come from.
About this presentation
5. outbound ecommerce
In search of products from around the world online.
“HAI TAO” - Ocean Search
The term in China for the shopping trend to going online
...ordering direct from global Websites.
6. 150 140
48
2010 2011 2013 2014e
125
100
75
50
154
74
77
2012
Source: 100EC, *2013 China Online Retail Market Insight Report*, 2014,3
Source: China Internet Watch, 2014,8
B
B
Overseas Shopping
Market Value (RMB, Billion)
9. ftz
Government support for outbound shopping
The Shanghai Free Trade Zone is the first sign of more openness. Merchants
selling through the FTZs are able to offer prices in the range of 30% lower than
those sold in stores (reduction of tariffs).
10. online payment options are growing quickly
Penetration is growing: (1)Credit cards (Visa/MC) are becoming more available,
(2)Alipay/TenPay are near universal, (3)Alipay’s global ePass may also facilitate
greater access.
T
Credit Cards Alipay Tenpay
11. $
better prices for authentic goods
Due to tariffs, retail prices for authentic branded products can be 30%+ more
expensive inside China. And, while deals (promos/sales) can be found in China,
there is a high risk of buying fakes from second-hand merchants. By going
direct, overseas, customers hope to find good deals on genuine products.
12. growing interest in new products & places
As the number of Chinese overseas travellers is growing, increased freedom is
resulting in a growing sense of exploration and discovery. Taobao has done a
good job (until now) of satisfying “discovery” for products but consumers are
looking for more unique experiences.
13. maturing international logistics
While end-to-end shipments of products to consumers in China can be
lengthy (still), there are a growing range of options to make the process quicker
and more reliable - drop-shipping, transhipment, etc.
15. buyer profile - who is shopping
She is 29 years old, working in a 1st-tier city, and is
married with kids.
She has a good sense of style (fashion), likes
dressing up ...and experiments with lots of beauty
(skin) products.
Outbound shopping helps to satisfy her curiosity for
new things from places she wants to visit. She also
shops overseas to get a better selection and find
genuine products.
The fear of fakes from China is a serious motivation
for her to buy products overseas for her kids.
66% are female
48% are married, with kids
82% are between 23 - 36yrs
61% spend between US$160 - 801 per month
16. 12.2%
shandong 7.2%
13.2%
zhejiang 5.2%
9.2%
jiangsu
4.0%
fujian
3.7%
hebei
Where The Buyers Live
Percent Overseas Orders by Location
~30%
tier-two
cities
A new trend has emerged with
more and more online
shoppers coming from Tier-2
cities or below. These “lower-tier”
shoppers account for
nearly 30% of the total
outbound online shoppers
population.
Source: 100EC, *2013 China Online Retail
Market Insight Report*, 2014,3
Beijing
Shanghai
14.1 %
Guangdong
17. 10 .se
Source: China Internet Watch, 2014,8
1 .us
.uk 9 4 .nl
7 .jp .kr 5
.hk 2 8 .tw
.my 3
Online Destinations
Top 10 - Countries for Shoppers
.dk 6
18. Purchase Categories
Top 5 - Bought Overseas Online
9.4%
12.9% 12.6%
Source: iResearch, “2012-2013 Cross-border e-commerce report”, 2013.9
16
12
8
4
0
16.0%
7.7%
Fashion Personal Care Baby Products IT/Tech Digital Media
Strong concerns about quality (worries about
fakes in china) drive sales in: Baby Products,
Personal Care and Fashion.
20. Shopper Needs
Challenges of Buying Overseas
What are the current problems?
Feedback from Chinese buyers on how to improve:
current problems what they want
43% - Long Delivery Times
33% - Hidden Costs
31% - Language Barriers
27% - Uncertain Reliability
26% - Difficult Returns
1. Simpler Shopping Process
2. More Detailed Product Information
3. Chinese Language Customer Service
4. Faster/Cheaper Shipping to China
5. Secure Payment Systems
6. Better After-Sales Support
7. Product Authenticity Guarantees
Tmall Global Report
22. PURCHASE DELIVERY AFTER- SALES
GLOBAL SITE
Back to Global Site
to buy or track
purchase.
“Hai Tao” Journeys
How Chinese Navigate to Buy
?
Multiple roadblocks at this stage;
Language, Payment Info, Trust...
Chinese sites act as; (1)portals to buy overseas
products, (2)provide ratings/reviews of overseas
sites, (3)BBS for support on process.
Buyers can choose
(1)Direct Shipment,
(2)Trans-shipment.
HAITAO SITE EVALUATION
GLOBAL SITE
search purchase
23. Haitao Sites vs Direct
Options for Buyers
Buy Direct or use an intermediary site?
Options for Chinese shoppers ...depending on access.
china “haitao” sites Global “Direct” sites
Provides interface for Chinese to:
1. Get basic information on buying overseas
2. Peer support through BBS/Community
3. Evaluation of overseas sites for being “China Friendly”
4. Provide payment & shipping solutions
5. Buy from select global sites inside portal
Questions for Direct Sites:
1. Is the language gap covered?
2. Is there a payment option (Alipay, Credit Card)?
3. Does the site ship to China?
4. Is there relevant content (Chinese models, scenes)?
24. leading global “direct-to-China” sites
leading overseas sites selling into china support
Chinese language, currency conversion, free shipping to
China, and include chinese payment methods…
25. leading china based “Haitao” sites
Outbound “haitao” sites act as guides to shopping
outside china, providing how-to, listings/rating of sites,
sales alerts, intermediary services (payments, shipping)...
26. Payment Preferences
Top Overseas Payment Methods
Domestic Online System (Alipay...)
Credit Card - Online
Global Online System (Paypal...)
Credit Card - Offline
Online Bank Transfer
Mobile Payment
Offline Debit Card
Offline RMB/Cash
Electronic Remittance
Foreign Currency/Cash
Fixed-line Phone Payment
53.9%
48.2%
45.0%
44.0%
50.6%
Main payment (Multiple Choice)
Main payment (Exclusive Choice)
23.9%
16.4%
16.4%
15.4%
12.3%
24.0%
3.4%
3.0%
24.2%
24.4%
2.8%
2.6%
21.3%
19.6%
2.5%
11.2%
1.2%
0 15 30 45 60
Source: China Internet Watch, 2013,11
27. leading Chinese trans-shipment companies
trans-shipment services help to receive packages
overseas and manage fulfillment to end customer in
China.
29. Hot Recommendation,
Product Categories…
Promotions
Navigation Bar
Promotion, Haitao, Discover,
Experience, News
Log-in
APP
App for both IOS &
Android system.
Push content could
help to generate more
leads and drive more
sales.
Direct Linkage
“Hai Tao” Guide Website
SMZDM.COM
KEY FEATURE
30. Search Box
Navigation Bar
Categories
Chinese description, Likes/
Favourites/Comments, direct link
beginner’s guide
It encourage users to
post any promotions they
find worth buying, which
could help to increase
their credibitliy, and keep
users engaged.
Discover
Sharing
Products
“Hai Tao” Guide Website
Juchaozhi
KEY FEATURE
31. Search Box
/Recommendation
Navigation Bar
Categories
Special Event
Logistics Shipment
Tracking
Holiday Events
Products
Guidebooks for
Beginners
user Content
It encourage users to
post any promotions
they find worth buying,
which could help to
increase their credibitliy,
and keep users
engaged.
“Hai Tao” Guide Website
123 Hai Tao
KEY FEATURE
32. Direct-to-China Sites
REVOLVE
Navigation Bar
Buying Guide
Banners
KEY FEATURE
Chinese CRM
Payment Methods
user images
Involving users in
campaigns to show-off
products bought from
REVOLVE ...both inside
Chinese SNS and
outside.
Email Registration
Leave your email
Those who leave
anemail address are
more likely to buy from
REVOLVE.
KEY FEATURE
33. Navigation Bar
Language
Search box
Banners
Products
Sharing
Group Buying
Group buying
campaign offers
users more
attractive price
Group Buying
Chinese CRM
Direct-to-China Sites
Cosme-De
KEY FEATURE
34. Intro for Beginners
Direct-to-China Sites
iHerb.com
KEY FEATURE
Chinese Community
Account Info
Navigation Bar
Banners/Promotions
Features detailed
shopping guides,
promotions, CRM,
active user
communication, online
campaign…
35. Official Account Promotion Community After-Sale Service
Verified subscription account
with promotion, shopping
guides, community, after sale
service just in WeChat…
Direct-to-China Sites
Key Feature: iHerb on WECHAT
36. recommendations for global sites
1. Get the Basics Right
While the tools (payment systems) and access (understanding of foreign languages) are
improving for Chinese, there are still some big obstacles for Chinese Buyers. Get your site
properly adapted for Chinese (not just translated but well written for China). At the same time,
providing support in Chinese language (customer service) is a HUGE advantage for companies
looking to make a deeper impact in the market. Integrations of Alipay, Tenpay, China
Unionpay ...are all important.
2. Community
Provide an open space where users can talk, ask, and share. This is helpful both for customers
and for the brands (website operators) as a good way of bringing the service offering closer
together with Chinese expectations.
3. Get On Social
Chinese netizens are extremely active on social media (it’s probably how they will find you in the
first place ...eg. recommendations from previous customers), so it’s very important to monitor
and respond regularly on Weibo, WeChat. These same social media are essential tools for
building awareness and driving sales through offers/promotions. WeChat is a MUST!
37. Chris Baker, Managing Director
Email: chris@totemmedia.net
Twitter/WeChat: Talktototem