china skinny - digital marketing from the ground up
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Insights-Based Marketing | Research | Digital
#CDC15SYD @thechinaskinny
Melbourne13 November 2015
#CDC15MEL @thechinaskinny
China Digital Conference 2015
Understanding & Reaching China’s Super ConsumersHow the Internet is Reshaping the Largest and Most Dynamic Market on Earth
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A Meaningful Brand Association
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China Today: the Tip of the Iceberg
Affluent &Upper Middle Class
2012
256 million urban households
2022
357 million urban households
Source: McKinsey
Affluent &Upper Middle Class
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How are they Spending their Disposable Income?
Fresh food & FMCG overrepresented.Spending growthfastest for wealthy
Fashion, accessories & cosmetics overpresentedThe importance of looking good for Chinese
Lifestyle & entertainmentUnderrepresented and expected to have most growth potential –particularly among youth
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Understanding the Target Market
USA’s Income by Age
China’s affluent & worldly youth
Are most open to Western brands
2/3 of China’s international
travellers < 35 years oldMcKinsey
59% < 30 rate USA positively
29% >50 rate USA positivelyPew
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China’s Distinctive & Dynamic Youth
Post-80s Generation• Relatively humble upbringing• Ambitious & confident• Strive for sophistication & wealth• Fit in• Now parents
Post-90s Generation• Easy childhood, tech & exposure• Unsure if they/China can succeed• Living the now • Show individuality through products
Both segments pragmatic about price, but increasingly
concerned about quality, value and service
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How They’re Living
19799m² / Chinese
201432m² / Chinese
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Channels Consumers Do Extensive Research for Products
& Services
95% trust a brand more if they’ve seen it on social media Source: eMarketer
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Connected Everywhere
89%of Online Chinese
access through
mobile
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WeChat in China
Active Daily Users on WeChat
2014 2015
55% access WeChat >10 times/day
Average user reads WeChat articles equalling
novel a month
WeChat contributes $1.76 billion/year to
Lifestyle Spending
570 million active users
88% of WeChat users born after 1980
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75%of China’s 280 million affluent consumersWill live in ‘smaller cities’ by 2020
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How do we Reach Consumers in those Cities?
China’sTop-100Retailers
eCommerce
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When Chinese hear ‘shopping’ 45% think of doing it online
14% shop online daily
(5% do it globally)
63% shop online weekly
(21% do it globally)
Source: PWC
Source: McCann
81% of China’s Online Shoppers Born After 1980
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Online Shoppers are significantly more
satisfied with customer service than offline shoppers
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30.2%
69.8%
AdvocacyPurchase
Top-100 search
terms for wine
935,000
Top-100 search
terms for wine
404,500
Online Customer Journey for Wine
Engagement
Learning about
specific wine
brands and
promotions
Learning about wine
basics
Unlike most markets were Google and other search engines dominate searches for products, in China
searches on ecommerce platforms outnumber search engines for most
products
Wine Search 7-day Activity January 2015
Offline
InfluencesOffline
Influences
Offline
InfluencesOffline
Influences
Offline
Influences
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Is Selling Online Only the Best Move?
50% check products offline before buying online
75% of check prices online before buying offline
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To Wrap Up
• China is a competitive market and local
brands are upping their game.
• Know your target market
• Understand the channels (online and
offline)
• Understand their customer journey
• Change with the market
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Questions?
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