McKinsey projects that China will become the world's largest online retail market by 2020 with online sales forecasted to exceed $420 billion annually, driven by a growing consumer class and the world's largest population of Internet users, now more than 500 million people. This captive audience of consumers is often categorized by a singular retail brand minded trope, when in reality the Chinese consumer is as varied and complex as the Western consumer. Digital convergence and the influence of mobility is not isolated to the Western world- it is having an impact everywhere. It's time to reinterpret the marketplace, embrace complexity, and redefine your brand to excel in a critical market. Using our Women's Global Initiative as an example, we will help you begin to understand how to win the Chinese consumer by building strategies that integrate social and mobile channels.

1. Direct to
Consumer
China
Brazil
Remodista
South
Africa
Retail
Women
Elevated
Global
Mobility Consumer
The Chinese Consumer Mosaic

2. Overview

4. Daisy
Alex
Emily Rose
Jackie
Caitlin
Kyla Fiona
Emma
Miko

5. JackieTencent QQ
Sina Weibo Ren Ren
Boyfriend in
Birmingham
Hong Kong
Bobbi Brown Forever 21
Juicy
Couture
Daisy
Alex
Emily
Rose
Jackie
Caitlin
Kyla
Fiona
Emma
Miko

6. Caitlin
Facebook
Instagram
Pinterest
NYMag
Le Fashion
MAC
Cosmetics
Rag and
Bone
Shop Bop
Zara
Music
Festivals
NYC
Daisy
Alex
Emily
Rose
Jackie
Caitlin
Kyla
Fiona
Emma
Miko

7. EmilyFacebook
Buzzfeed Instagram
Spain
One King’s
Lane
Nars Rag and Bone
Gilt
Groupe
Top Shop
Daisy
Alex
Emily
Rose
Jackie
Caitlin
Kyla
Fiona
Emma
Miko

8. KylaFacebook
Instagram TechCrunch
Chicago
NY Times
Laura
Mercier All Saints
Black
Orchid
Spotify
Daisy
Alex
Emily
Rose
Jackie
Caitlin
Kyla
Fiona
Emma
Miko

9. Stella
Alex
Emily
Rose
Jackie
Caitlin
Kyla
Fiona
Emma
Miko
MikkaSina Weibo
Tencent QQ Paris
Skiing
Japan
Restaurants Chanel

10. Daisy
Emily
Be:y
Rose
Jackie
Serene
Stella
Fiona
Emma
Miko
SereneSina
Weibo
Tencent
QQ
La Go
Go
Paris
Ren
Ren
Taiwan England

11. Digital
Behavior
+
Global
Mobility
Intersect
Ø Internet
InnovaKon
in
the
West
inevitably
generates
a
Chinese
parallel
in
the
short
term
Ø Digital
is
driving
convergence
between
East
and
the
West
Ø We
are
all
engaging,
buying,
connecKng
digitally,
and
are
mobile

12. Sample
Brand
Mosaic
Framework
FASHION
FORUMS
TMALL
SINA
WEIBO
BAIDO
FACEBOOK
ECOMMERCE/
MCOMMERCE
ADVERTISING
FREE
STANDING
STORES
FREE
STANDING
STORES
STRATEGIC
PARNERSHIPS
TWITTER
GLOBAL
N.A.
FLAGSHIP

13. Do
You
Know
Your
Consumer
in
the
East?
Ø We
are
Diaosi,
are
you?
Ø Building
personal
brand
is
a
needed
global
behavior.
Ø Time
spent
online
is
greatest
in
3rd
Ker
ciKes.
Ø Xiaomi
smartphone
is
online
+
affordable.

14. Where
Have
Brands
Failed?
Ø Beijing,
Shanghai,
Guangzhou
and
satellite
ciKes
are
saturated
with
upscale
malls
and
retail
outlets.
Ø There
are
many
China
ciKes
out
west,
that
are
virtually
unknown,
and
have
populaKons
of
2
million
+
with
GDPs
growing
over
10%.
Ø Chinese
can
easily
absorb
and
appreciate
the
ease
and
convenience
of
mobile
shopping.
Ø Think
about
your
website
itself
because
China
has
the
second
slowest
load
Kme
in
the
world.

15. Where
is
There
Opportunity
to
Win?
Ø Third
Ker
city
online
spending
exceeds
1st
and
2nd
Kers.
Ø Big
brands
spent
money
on
upscale
retail
space
instead
of
engaging
their
target
demographic
on
mobile.
Ø Spend
that
money
on
a
mobile
pla`orm
and
understanding
where
your
consumers
are
both
online
and
offline.
Ø Think
about
audience
and
landscape,
understanding
technical
constraints
are
criKcal.
Ø Everyone
is
on
their
phone,
think
lighter,
think
fast
mobile
sites.

16. Partners
Ø Ernie
Diaz,
Publisher,
China
Digital
Review
Ø Kelly
SKckel,
Chief
Networking
Officer,
Remodista
Ø Kyla
Robinson,
Mobile
Strategist,
MAC
CosmeKcs
Ø Joseph
Cooke,
CEO,
Web
Presence
in
China
Community
Collaborators

17. Connect
to
Learn
More
Kelly
SKckel
President
+
Chief
Networking
Officer
Remodista
312-­‐371-­‐9302
I
Skype:
kelly.sKckel
kelly@remodista.com