Wenli Liao
CEO of Dataotuan
How to leverage consumer
insights and marketing
intelligence to build your
business in China
Understanding the

Chinese Market
Big
Rapid growth
Complex

4
China - Not ONE Market
Big Difference by Region

Huge Difference between Tier 1-4 Cities

Very Different Speed of Growth
5
Trend Internet Penetration

Data source: 2012 CNNIC

6
Online Shopping Spending

Data source: McKinsey online shopping survey, 2013 March

7
Challenge vs = Opportunity
Opportunity
– Big territory, limited store covering
– More rich people in tier 3/4 cities
are l...
Challenge vs = Opportunity
Challenge = future opportunity
– Logistics
Big Ecommerce sites and delivery
companies have seen...
Brand building on the

Chinese Market
Trial
Measure
Optimize
Expand
10
How to Enter the Market
Important channels to enter a market
•Ecommerce site
– Online sales channels
– Partnership
– SEO/S...
Channels to Try the Market
Daily deal websites
–
–
–
–
–
–

Fast/still growing
Aggressive
Flexible
Attractive price
Bring ...
Trial Results Should Be
SMART

Specific
Measurable
Achievable
Realistic
Time-bound
13
Try...Optimize...Expand
• Try out different test markets in China
• Display yourself at places where people
go to find a g...
Wenli Liao - How to leverage consumer insights and marketing intelligence to build your business in China
Upcoming SlideShare
Loading in …5
×

Wenli Liao - How to leverage consumer insights and marketing intelligence to build your business in China

452 views

Published on

Wenli Liao - CEO of Dataotuan

Proven strategies and tools are hard to access 600 million internet users including over 220 million active online shoppers who spend more money than any other online shoppers in the world.

An overview of business opportunities available in China for marketers. A presentation from the China Digital Marketing & Social Media Summit held on the 24th of October 2013

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
452
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Wenli Liao - How to leverage consumer insights and marketing intelligence to build your business in China

  1. 1. Wenli Liao CEO of Dataotuan
  2. 2. How to leverage consumer insights and marketing intelligence to build your business in China
  3. 3. Understanding the Chinese Market Big Rapid growth Complex 4
  4. 4. China - Not ONE Market Big Difference by Region Huge Difference between Tier 1-4 Cities Very Different Speed of Growth 5
  5. 5. Trend Internet Penetration Data source: 2012 CNNIC 6
  6. 6. Online Shopping Spending Data source: McKinsey online shopping survey, 2013 March 7
  7. 7. Challenge vs = Opportunity Opportunity – Big territory, limited store covering – More rich people in tier 3/4 cities are looking for high quality goods; online is an easy channel to approach them. 8
  8. 8. Challenge vs = Opportunity Challenge = future opportunity – Logistics Big Ecommerce sites and delivery companies have seen it as an opportunity and took action – Lower internet penetration Increasing steadily in tier 3/4 cities – Users recognition of Ecommerce Stimulated by daily deal, flash-sales sites 9
  9. 9. Brand building on the Chinese Market Trial Measure Optimize Expand 10
  10. 10. How to Enter the Market Important channels to enter a market •Ecommerce site – Online sales channels – Partnership – SEO/SEM/Social media – ........ but .... compared to more developed countries, you need to test even more on this market. 11
  11. 11. Channels to Try the Market Daily deal websites – – – – – – Fast/still growing Aggressive Flexible Attractive price Bring E-commerce close to daily life Educated many non e-shoppers into e-shoppers Flash-sales websites – – – – Clear positioning Exclusive Create urgency Aggressive marketing 12
  12. 12. Trial Results Should Be SMART Specific Measurable Achievable Realistic Time-bound 13
  13. 13. Try...Optimize...Expand • Try out different test markets in China • Display yourself at places where people go to find a good deal • Measure – be SMART • Get insights directly from the first buyers and then Try...Optimize...Expand 14

×