ecommerce in china
TRANSCRIPT
for marketing leaders
MY MAIN POINT TODAY
When you fail to leverage Chinese consumers through ewom* your ecommerce efforts will lose out.
lessons from over 30 in-depth interviews with local practitioners
*ewom = electronic word of mouth i.e. the water cooler conversation that lives on the internet
WHY YOU RISK LOSING OUT
China is a highly fragmented and complex market, failing to understand your customer is an easy mistake to make.
who will buy and where will they be
what if there is no existing infrastructure
who will impact customer satisfaction
who influences the purchase decision
who else will see what is online
where do people spend their time online
THINK EXECUTION, THINK FANS
China is a highly fragmented and complex market, failing to understand your customer is an easy mistake to make.
lessons from practitioners
THE POWER OF NETIZENS’ PASSION
Chinese consumers are among the most passionate brand ambassadors in the world. This will benefit you… or the competition.
expect creativity from local players
niche social networks can start a fire
“In the land of copycats and rip-offs there are only two key differentiators of success; authenticity and innovation. This is the Ying and Yang of modern marketing.”
Ed Tam, Nike China
how creative fans can reach millions
customers modeling your cloths
what drives netizens’ passion
THE NEED FOR SELF EXPRESSION
“I post on blogs and BBS because I can express myself to millions of people at once. I like the rush, and I feel empowered.”
what drives netizens’ passion
THE NEED TO KNOW HOW TO SPEND IT
“Many people in China are developing a sense of style for the first time. So it’s understandable that they seek guidance from others, before making a purchase decision.”
Karl Wu, Intel China
what drives netizens’ passion
THE NEED TO BELONG
“There is a simple, basic rule: understand your consumers. Build your program around real insights. Analyze where important conversations are taking place and learn what your target audience is passionate about.”
integrated eco-system
yes, there is a strategy behind the execution
IN CONCLUSION
China is a highly complex and fragmented market. One size does not fit all.
Chinese consumers are passionate brand ambassadors. Find out what your customers care about
and help them be your ambassador, showing off your stuff.
When you don’t, your competitors will do it for you.
about
德玛兰 Marijn Driessen, MscBA International marketing specialist
https://nl.linkedin.com/in/marijndriessen
work
for marketing leaders