mercredi 11 mars 2020

Philip Qian explained trends about Digital Marketing in China

This is what you need to know when you plan to do business in China. Philip is the co-founder of GMA – Shanghai’s top digital marketing agency. Check out our marketing studio in Shanghai

jeudi 6 février 2020

Branding is the key in China , in fashion and now in e-Commerce

Chinese culture emphasizes style and appearance. It is a cultural desire to behave well and to pay attention to your physique in front of your surroundings. This is the reason why brands are so popular in the fashion industry in China.

The fashion market in China

If we take a closer look at brands in the clothing/fashion market, it is possible to subdivide it into three parts: unbranded clothing, luxury brands and labels. Customers of unbranded clothing will be more concerned with the practicality of the garment: they are looking for the lowest price and therefore the value of the product is based neither on the identity of the brand nor on the quality of the product. clothing. In general, consumers in this market are low-income people. he clothes reflect a high social status and a high standard of living.

Branding is the key in China 

The company can set the target-heart and decide the marketing and the communication strategy only after the definition of an identified and distinguished position. source

Chinese luxury consumers 

The customers of this sector in China come mainly from the wealthy class. Only part of the upper middle class can afford luxury goods from time to time; although it is well known that middle-income Chinese women try to buy a luxury handbag every month.

The consumer group for luxury brands is a relatively small group compared to the overall clothing market. Only 1.11 million out of 1.4 billion people belong to the wealthy class.

Private labels brands : personalization

The third category on the market represents private labels. Chinese customers are mainly from the middle class.

People who care about their image, but cannot or are not prepared to pay exorbitant prices in clothing. They care about the quality of the garment as well as its price, these customers are sensitive to the quality / price ratio.

However, the clothes must also be personalized, that is to say offer a touch of authenticity in the style of the product. It is not easy for a manufacturer to find this balance, but it is a target with great potential that should not be overlooked. According to a market study conducted by our Shanghai-based fashion industry team, we found that in the year 2000, only 4% of the urban population represented the middle class. In 2012, this ratio increased to 66% and is expected to reach 75% in 2022. Therefore, there are many opportunities for these private labels in China.

E-Commerce is even more popular 

E-Commerce, O2O and the different opportunities for fashion in China
The current economic situation is one of the great opportunities for private labels. Over the past 10 years, China’s GDP and the purchasing power of the people have grown significantly rapidly. With the increase in purchasing power, expectations have also been higher: many Chinese consumers are no longer satisfied with basic needs, they expect better quality, better service at a reasonable price today. Given that consumers of private labels represent a growing middle class, this sector has a lot of potential. O2O (online to offline) businesses represent a new trend and are often attached to private labels. The O2O business model encourages and drives customers to buy online at offline outlets, for example with the help of e-coupons. Due to an Internet boom in China, this business model is very popular. Take the example of Merters / Bonwe, the first ready-to-wear company in China that used a QR-Code system printed on every product in the store. By scanning on this code, customers were redirected to the official Merters / bonwe site to obtain additional information on the product purchased.


With the emergence of e-commerce, different consumption habits are created. Some customers prefer to try the clothes in stores and buy later online, hoping to find the same cheaper clothing on the internet than in physical stores. This lower price is partly explained by the different costs: rent costs, labor costs, maintenance costs and management costs, etc.

This general trend of e-commerce was experienced as a shock at the very beginning, for retailers of traditional stores. But over time, this has opened up serious opportunities for market players. Private labels in China are experiencing an upward trend while the luxury market suffers from an aesthetic image that is too rigid, not personalized enough. However, the marketing of privates label products represents a real challenge for the retailer: it requires better quality of work to deal with complex situations, including sales analysis, brand promotion

lundi 3 février 2020

Social Media in China : Huge opportunites for Brands

China has 990 million Internet users in 2020, +50 million more than the previous year, representing nearly 80% of China's population! As the largest online community in the world continues to grow, Chinese social media sites have become popular tools to reach Chinese consumers.

Social Media agency in China expert !

First check this video

China with the most social networks and the most social media users recorded. The number of interaction and daily users could be considered out of the chart for some countries. Although they are often competing, many of these networks meet a particular demand that allows a large part of them to coexist. There is, therefore, a much more fragmented market than in the West with unrivaled dominance of Facebook.

Social Media in China : Huge opportunity for Brands 

China is one of the smaller countries in the world in terms of Internet, but these constraints have directly contributed to the incredible success of local Chinese social media sites. The Chinese government, it is impossible for foreign companies to enter the social networking market in China. Without access to the majority of social media used elsewhere in the world, the Chinese have created their own networks, like Facebook, Myspace, Youtube and foursquare - but with more users - which is why each global company need to pay attention to these sites.

source :


Weibo "Weibo" is the Chinese word for "microblog". Known as the "Chinese Twitter", Sina Weibo is actually much more than that - it has two times more users than Twitter, and is used by more than 22% of the population of Chinese Internet almost 540 millions of people! Sina Weibo was well ahead of the game by offering users the ability to embed images and videos - well before its Western counterpart, Twitter.

Chinese celebrities depend on Weibo ... and even some world famous spirit jumped on the opportunity to connect with their Chinese fans by Sina Weibo. Lebron James and Kobe Bryant are two of the most influential global celebrities in Chinese social media, and they are both Sina Weibo active users. After setting up a Sina Weibo account last month, Kobe Bryant had more than 100,000 followers within hours. He began his account just days after a message appeared on the Sina Weibo account Nike Basketball, the Chinese New Year day: "Hey, it's Kobe, I decided to take charge of the Weibo handful of Nike basketball -ball for a few days and I wanted to wish you all a Happy New Year. "

Now Chinese Social networks have a life and features of their own. In fact some of them may well be the most developed social networks in the world. This means an obligation for all inbound marketers to rethink their strategy when they are about to set foot into China social media landscape. source

Wechat Marketing

Very similar to Sina Weibo in terms of functionality and Demography, users can share photos, videos and text in a limit of 140 words, and republishing function Tencent Weibo is as "retweeting" from Twitter which is answered by @ form. However, Tencent Weibo acts as a social network, connecting people - like facebook. Tencent Weibo has about 200-250 million users.


Douyin is the hottest social media in China , it is a video platform .


Little red book or xiaohongshu are really hot in China. There are the instagram of China.

Renren  is duying in 2020

Renren is essentially Facebook of China. Formerly Xiaonei, which means "school", he started as a platform for re-connection of school friends. Like Facebook, Renren aims to stay current in the rapidly growing mobile space and respond to college students. Renren has about 150 million registered users and 31 million monthly active users. pengyou Pengyou, which means "friend", was developed by Tencent be a site "facebook-like". Although pengyou has users less active than its direct competitors Reren and Weibo, because of its multiple platforms, it is the largest online community in China in terms of registered users.

QQ is an abbreviation of Tencent QQ, a popular instant messaging service. Last September, there were 784 million active user accounts with approximately 100 million online at once. According to Alexa Internet rankings, QQ webisite ranked 8th - moving ahead of Twitter.

Douban(is duying)
Douban is very similar to MySpace, popular with groups and special interest communities, and networking around specific topics. It has over 100 million users and is the most active users are intellectuals and pop culture junkies in search of movies, music and book reviews with about 60 million registered users and 80 million monthly active users. For the 20th anniversary of Tiananmen 1989 Douban has extended its keyword list to ban all terms which may be relevant to the incident.


dimanche 26 janvier 2020

E-commerce in China and taobao

Update 2020 : how to boost your sale on taobao

Taoabao active client o reached 711 million, an increase of 18 million from the 12-month period ended in 2019.

E-commerce in China and taobao

Mobile Taobao buyers on its China retail marketplaces reached 824 million end of 2019, an increase of 39 million in 2019.

 The industry of online sales increased by 120% between 2003 and 2012, that is to say, from the year of creation of the most trusted online sales not only in China but also in the world Taobao ("find treasure" in Chinese).

Taobao is owned by Alibaba Group, the undisputed giant of the Chinese e-commerce. The main objective is to promote Taobao system complete e-commerce to ensure a good experience for its users.
And to do that, Taobao meets the expectations and needs of Chinese consumers, unlike the giant eBay. The implementation of that strategy was to transpose the American system for the Chinese market, which cost him a dismal failure. Expectations of Chinese consumers of e-commerce are very different from those of Westerners.

For the Chinese, for example, trust between buyer and seller is very important. That is why they can communicate via "Aliwangwang" chat Alibaba, Taobao and offers mostly fixed price (which can be traded via chat) and only a few auctions (unlike eBay). The auctions are an individualistic way to buy or sell, making it an inappropriate method in Chinese culture, collectivist basis.

Chinese online consumers ! 

 In addition, customers have the option to pay on delivery, cash and after checking the quality of the goods, as they would have done in a traditional shop in China. This payment method is also suitable for Chinese culture, in which the payment by cash is the norm. For example, the Chinese population of Paris is the target of many flights snatching. It is indeed a cultural trait for the Chinese to carry a lot of cash on them.   The design of the interface'' Taobao is also suitable for Chinese consumers. Site colors are red and orange, colors that symbolize the festivities and prosperity in Chinese culture. This is a very positive message to consumers, and is important to consider in a marketing strategy in China.

In general, the symbolism is very important in the behavior of Chinese consumers, unlike the Western consumer, explain the founder of this Agency !

Finally, Taobao offers free registration and a very good customer service, operational 24 hours 24. Its perfect adaptation to the Chinese market explains its huge success.   Today, Taobao is: 80% of C2C market online 500 million users 60 million regular visitors per day 800 million products Almost $ 100 billion in sales One of the 20 most visited sites in the world. The eleventh in April 2013, according to the ranking site Alexa Internet traffic.    

Taobao ! 

Consumes on Taobao?   taobao's customers   The most important category of Taobao users is that of 25-35 years. They look more and more to buy high-tech products and spend a lot of time comparing prices on the internet.     Taobao: an opportunity.   Taobao is a very effective tool for small and medium-sized companies that want to enter the Chinese market
The investment is minimal: a company can create its online presence for free Since it is the largest site for online sales in China, Taobao allows great visibility in the Chinese market for sale online According to a study by the Institute Mckingsey, online sales will continue to grow in importance in China should represent $ 650 billion in 2020   Taobao can buy in small towns (a few million), which have neither good distribution networks, or a variety of products.  

How to promote on Taobao 

Brands use this opportunity to advertise products on this platform where about 80% Chinese buy their products Tmall provides opportunity for merchants to promote their products on Tmall official campaign platform Merchants through this platform have access to the transaction, sales management, tools, products release and shop decoration. Tmall rewards high satisfied stores with competitive sales from shopper based on the quality of product and delivery speed. 

 II. Tmall a question of confidence   

 Tmall is an extension of Taobao. This site specializes in B2C online trade, and is also visible through the site Taobao. Unlike Taobao has a reputation for everything that people want at the most attractive prices, Tmall offers branded products. The price is not the marketing argument Tmall. Rather consumer confidence in the products offered on the website and brand protection against counterfeiting. Some consumers are not buying counterfeit items and are therefore trusted online stores on the site. So Tmall allows brands to control their image and reputation.

 The opportunity on Tmall   Open a shop on Tmall is very interesting for several reasons: Tmall represents 50% of B2C online today, then it was created in 2008 B2C e-commerce has increased by 130% between 2010 and 2012 Customers are protected from counterfeiting Buyers will more easily on Tmall shops because they are confident Chinese ecommerce shop 1   Chinese ecommerce shop 2   But opening a shop on Tmall remains a somewhat complicated investment for foreign companies. That is why opening a shop on this site is recommended for companies wishing to settle in the Chinese market over the long term.   In order to open an online store on Tmall must:

Solution !

Having its registered company in China Having its registered brand in China Pass an online exam organized by Tmall to check if the site rules are well understood Submit official documents Pay 160,000 RMB (about 3,000 USD) as security deposit.  
Both sites online sales are intended for different budgets for companies that use their brand as a marketing argument and those that offer attractive prices for their products. Online sales in China is a growing market and a very interesting opportunity, it would be a shame not to take...

jeudi 23 janvier 2020

China censores (almost) completely Internet

Chinese authorities on Wednesday (January 9th) imposed new strict Internet censorship rules for video content that will affect nearly 600 million Chinese users.

 Chinese censorship, already suffocating, has just touched the shores of Internet video. We already know that tens of thousands of censors glued to their screens day and night identify, target and communicate to public security content deemed "unacceptable" written in Chinese personal messaging.

We know what happens next: live warning on the laptop screen, police raid on the person, summons to the district police station ("have tea" with the police), intimidation or prison sentence for "re-education". An additional step has just been taken by directly targeting websites and platforms that will be deemed responsible for posting videos deemed "harmful".

600 million Chinese Internet user 

600M users affected Chinese censorship has always existed, but since Xi Jinping came to power in 2012, it has taken on dimensions never before attained, adapting to the technological evolution of computers and mobile phones. Chinese cyberspace has a total of more than 800 million users, and the new guidelines released by the government-supported Association of Chinese Internet Services (ASNC) will reach nearly 600 million users.

A list of 100 types of video content has been made public. All of them should be banned from websites notably managed by Tencent Holdings, Kuaishou and Beijing ByteDance Technology, among the largest on the Chinese Internet. This new wave of censorship follows a campaign launched six months ago by the Chinese cyberspace administration to clean up content on the Internet.

Ban on parodying Chinese leaders on the Internet

First rule to be respected by the platforms: the titles, subtitles and comments must be checked before broadcasting. In addition, all companies involved in the video business will have to set up a special control team with high political conscience in harmony with the line of the Chinese Communist Party. Thus, the priority subjects targeted by this censorship concern politics. None of these operators can post videos in which the Chinese anthem is parodied, the leaders of the single party criticized, the independence of the island of Taiwan encouraged.

Images worshiping king money, "unverified" (sic) videos of demonstrations or rallies, or conveying an "unhealthy" view of marriage and love will also be prohibited. This part develops all the rules concerning films of the pornographic type or with sexual content.

"Nothing will be able to speak openly and freely"

Beyond all these subjects deemed "sensitive", already numerous, operators will be prohibited from broadcasting images which "ridicule, mock, oppose, defame the theory, system, thought and socialist culture with Chinese characteristics, policies and major principles of the country ”. It will also be prohibited to create cartoons and clips of speeches by national leaders.


lundi 20 janvier 2020

e-commerce new trends in 2020

Simply thanks to O2O (Online to Offline) strategies which allow traffic to be driven on digital platforms to physical platforms using coupons, gamification, special offers, etc. Chinese E-Commerce leaders are inspiring and successfully develop new strategies to advance E-Commerce. So what are the latest development trends in China?

Problem of retail in China 

All small stores struggling to attract people now have their solution thanks to the Chinese giant Alibaba and its initiative “Integrated Retail” dating from 2018. The concept is simple, to generate visits, small stores have access to a database created by Alibaba which contains demographic and sociological data of the surrounding population, allowing them to adapt their products and their stocks.

Store owners use the platform to order Alibaba products through an app. This same platform gives them insight into what customers are buying and uses analytics to help them with inventory management and resupply strategies. Ling Shou Tong is redefining the traditional supply chain into an efficient digital network. This is part of a larger plan called "New Retail", which is part of Alibaba’s strategy to develop a new economic infrastructure combining online and offline operations in China.


Alibaba in China 

Still in the O2O strategy dynamic, Alibaba has created pop-up stores enabling online and offline purchasing to be combined. These pop-up stores display reduced-quantity items that can be purchased locally, but other items equipped with chips in front of touch screens allow the product to be found on Tmall and / or Taobao shopping platforms. So, for customers who want to get a real overview of the product without cluttering up for the rest of the day, this is perfect. “LIVE” PURCHASES Live video streaming is an undisputed trend in China, whether on social networks or E-Commerce platforms. More and more platforms are bending to this new trend and adding this functionality to their site / APP as Taobao had done allowing KOLs (key opinion leaders) to share their purchases with their community directly from Taobao.

In this context, Alibaba in 2016 had set up a fashion show exhibiting major brands such as Guerlain, Pandora, Tag Heuer, etc. During this "live" parade, users could have direct access to the products on the platform, allowing them to make the purchase immediately.

more information

About Chinese young consumers 

But what is more serious: are these centers really useful for improving the health status of the population? In fact, 63% of the beneficiaries of these services are 40 years old or less. Is the effectiveness of an annual health check on this segment of the population demonstrated, while older populations do not benefit from it?

The interest of repeating a complete assessment annually can be strongly discussed taking into account the health risk profile. In addition, companies - the real payers - do not receive any information that could allow them to set up real internal support programs for behavior change of their employees (market very embryonic otherwise). Without forgetting that these centers only concern 21% of the total population. The screening and prevention centers were the answer to a strong expectation of the population to ensure their medical follow-up, in the absence of a network of general practitioners.

source in french 
After 15 years of "experimental" development, it appears that they are not necessarily the answer to China's public health challenges. Market mechanisms have made it possible to provide a first level of response, but without regulation of the public force, the health balance is very mixed and profitability is not there. Private players have focused on customer segments that are a priori profitable and are now diversifying towards complementary offers that are better paid, but without any real objective of impact on health. Will the market alone be able to bring about an effective health check-up practice? The government's objective of doubling the number of general practitioners by 2020 provides an initial response.