Observing China is not just a way to enter a new market.
What happens there is extremely important for anticipating changes in cultural practices, technologies and uses. These are all the more interesting to understand as they operate almost behind closed doors, with very few foreign brands breaking into China and Internet control preventing global monopolies from entering the Chinese market explained a member of the Chinese Business Club.
Thus, Facebook does not exist in China, in the same way as Google.
Instead, hundreds of thousands of players share the market, drawing inspiration from American models while adapting them to Chinese culture. But it happens that their models are now exported abroad: TikTok (TikTok in France: 2019 figures, advertising formats, brand safety, etc.) is based, for example, on a Chinese application, Douyin, which offers additional functionalities not yet implemented. in other countries.
Taking an interest in China means anticipating uses that have not yet been exported to other countries but which are likely to arrive here as we move towards greater digital maturity.
E-commerce in China, a dense ecosystem
In terms of e-commerce, China is now a model. The sector operates according to its own codes and represents, only for the B2C part, more than a trillion dollars
It is an incredibly powerful market that took advantage of the SARS crisis in 2002-2003 to develop, giving rise to behemoths of online commerce.
Among the biggest e-commerce players in China
Alibaba Group: 56.15 billion dollars in turnover in 2019, a real e-commerce octopus comparable to Amazon and with many entities facilitating online commerce.
Among the sites and applications owned by Alibaba and used by the Chinese for shopping on the Internet, we find Tmall and Taobao, which have respectively 8.4% and 52.6% penetration rates in the shopping application market according to Statistics. However, it is difficult to separate these two entities, because Taobao permanently links to Tmall: during a search, users will be able to choose between buying on Tmall from recognized sellers, or buying on Taobao from people evaluated on their sales performance on the site.
To better differentiate the two sites, a clarification:
Tmall is a B2C marketplace offering major brands to sell their products on the platform and offering luxury brands a dedicated corner called Luxury Pavilion. Its creators also recently opened a second corner, Luxury Soho, a platform that targets a younger clientele and offers out-of-season luxury products for technically lower prices.
Taobao is a marketplace for the sale of products and services between individuals and semi-pros linked to Tmall. The average basket is $30 according to Companies filings. The site is equipped with social features, including a platform dedicated to livestreaming, Taobao Live, where people film themselves presenting products, like teleshopping. The platform has 299 million active users per day.
On the sidelines, Alipay, Alibaba's payment tool comparable to Paypal or Lydia facilitates transactions.
How To Use Digital MediaTo Sell Ice Cream In China
The buying and selling of products and services in China is very different from that in the United States or Europe. Here, you would need a business license or a special certification to sell products in hotels, resorts, or malls. In China, you can sell virtually anything—including candy, food, beauty products, and household chemicals. This means there are many new options for sellers of ice cream. Many of them are based on imported products, but there is also a growing number of niche options. These include products made from scratches such as premium ice cream varieties, as well as goods that can be made entirely in the home such as natural ice cream and custard.