Cashless
china spends more by WeChat that makes a higher revenue for it
With
best in class system and popularity for incredible restorative practice, Hong
Kong is known for five star medicinal services. It positions seventh on the
planet, with women in the nation having the longest normal future contrasted
and different nations.
Telehealth,
mechanical autonomy, and the sky is the limit from there
The
potential applications for Technology incorporate everything from
"wise," blood-delicate swathes for dialysis patients to robots that
help stroke patients exercise or keep dementia patients involved. In the
working theater, mechanical laparoscopic surgery has turned out to be
moderately typical.
The
web of things and huge Data are driving positive disturbance worldwide in
social insurance and different enterprises. In Hong Kong, there are as of now a
couple of establishments that are looking at how portability may spare time,
cash, and inconvenience for methods that needn't bother with an individual
visit.
Cataclysmic
dangers from security breaks in China
Everything
sounds like an overcome new world, yet there are cautioning signs on this
interstate to advanced wellbeing administration that must not be disregarded.
The
fundamental worry here is the manner by which effectively IoT Devices can be
hacked. They are possibly the most helpless focuses for digital aggressors
today for the very way of their connectedness, the individual data they store,
and the general absence of security conventions.
Passwords
on a stick
IoT
Devices, similar to all advanced Technologies, accompanied managerial benefits
to give a specific level of security. In any case, we frequently ignore the
need to change the industrial facility default watchword on such Devices, and
default passwords are basic and simple to hack. We just need to reference the
far reaching sway created by traded off Devices of Starhub clients to see the
harm potential for the medicinal services industry.
The
potential harm from hacked IoT Devices incorporates the loss of individual,
private patient Data and the opening of an entryway into the bigger doctor's
facility system. Absolutely, online vaults of Data empower medical attendants
and different experts to effectively give guidance remotely. However, consider
the possibility that digital aggressors access such Data.
The
review additionally demonstrated that 53 percent of associations (over all
divisions) still store special and authoritative passwords in a Word archive or
spreadsheet, while 39 percent utilize a common server or USB stick.
The
arrangement in Chinese way
Luckily,
there are all around characterized steps that associations can go for broke.
Enabling
IoT Devices to impart transparently and uninhibitedly cannot proceed anymore.
While it is the obligation of the merchants to make securing their Devices
simple—and industry-authorized principles and directions might be important to
uphold these practices—managerial benefit must be overseen by both the client
and seller. source
Digital Stafftraining is another basic region. A review by Ponemon Institute as of late
detailed that 56 percent of security specialists said organization insiders are
the essential driver of security breaks—not because of malevolent performers,
but rather just awful security propensities.
The
main line of resistance against the well meaning insider is mindfulness and
training. All workers ought to be taught to comprehend the dangers,
authoritative approaches, and the purposes behind those strategies. "WeChat is the center of any event strategy in China, invitation, payment, group animation, sharing pictures. That also the database of any event agency in China" explained MVP Event, a leading event agency based in Shanghai QR Code on WeChat
Wechat avoid Tax on crossborder ?
Wechat avoid these tax that Taobao and JD have to pay in 2017 but it is another topic...
Advantaged
records are another zone of concern. The absence of responsibility and security
of favored records is frequently misused by digital aggressors. The advantages
of defensive controls and discovery abilities on favored records and
certifications ought not to be disregarded as a major aspect of a thorough
security system.
How it works? what is the industry like? Who are the consumers?
And a focus on how to market a cosmetic brand in China
Let’s start by introducing the market landscape.
Is this industry growing?despite the trade war, Yes, 12 to15% per year.
It really is an amazing market for foreign brand, because asian girls usually spend a lot of time and money on cosmetics.
Chinese people are becoming richer and when a chinese girl is becoming richer she spends more and more money on herself and buy more and more cosmetic product.
Overview of the Chinese Cosmetic Market
As a reference, korean and japanese use between 15 to 21 different cosmetic products for their beauty routine.
China is taking the same direction as its neighbors
And because of the huge population it is to become an amazing market.
Consumers are richer and women are sensitive about skin care and beauty.
West vs China
There is a difference between the beauty standard of the west and of China.
Let me explain roughly how it is: in the west most of the cosmetic industry is about make up.
In China it is different, most of the market is about skin care, personal care,
Women spend a lot of time on skincare every day and care less about makeup.
The beauty standard is natural beauty.
Cosmetic is also a very innovative industry.
Lots of different products with various applications that are created and launched every year.
China Cosmetic Market: An innovative Field
Most of the consumers like innovation, but what does it mean for you?
Concretely once consumers have found what works for them, they will stick to it.
For instance: I want to buy a lotion, once I’ve found the perfect one, I’ll buy it again and again.
In China, It takes a lot of time and effort to get customers,
However once you have them and they are happy about your product they will keep buying.
You will lose money to get them and only later will start to make money.
It is a very competitive industry,
you can go to any shopping mall to see it by yourself
All the brands are here, very aggressives, selling everything, every country are here.
I think China is a land of opportunities for international brand. Why?
80% of the total of the market is dominated by international brands.
The 20% left are cheaper chinese brand that nobody can compete with..
Chinese girls don't like to buy chinese brand when it comes to skin care.
If they have the choice they will buy an overseas brand because they trust overseas brand more than domestic brand.
Of course it makes sense, right?
Everybody prefers to buy a french brand, an italian brand a japanese brand…
rather than a chinese brand when it comes to cosmetics.
China doesn't have any positive feelings about chinese cosmetic brands either.
So it is an opportunity for almost all the brand in the world
How to market Cosmetic product in China
How to market a cosmetic brand in china?
Marketing it is about distribution, selling and branding. Basically they are link together.
What everybody wants is to sell their products; that is the foundation, the base of every business
Find a Distributors in China
In China the distribution is complex and I say complex and not complicated.
There basically is a lot of intermediary. Agents using distributors to find resellers to sell their products, their and their and their…
Making it very difficult to have control over the distribution process of your products.
If you want to have the control you need to have your own stores.
For that, you'll need money to invest first and later earn enough money to open a lot of stores in China.
Which takes too much resources: both time and money consuming
Most of the brand chose to work with distributors and the question that you guys need to ask is
“How can I convince a distributor to sell my products?”
It is not easy but you can find distributors online, you can prospect them, meet them in tradefaire, network..
There are more than 10 000 distributors in China.
They can sell wine and can sell cosmetics, they can be specialized in cosmetics, they can have a store, have an online store,
NotaBene:
They can have a big distribution channel, they can have the supermarket, they can have contact in the supermarket.
It is basically almost everything, it can be a hotel, a karaoke..etc there is many different types of distributors
You always need to ask yourself “how can I enter the right channel and convince distributor to chose me and not another one”
and once he chose you: “how to engage more to bring this guy's sells and make money?”
Lets focus on the first one
let's imagine I ‘m a chinese distributors and have access to thousands of brands,
I have a channel and want to make money.
it would make the most sense for me to choose the one that will allow me to make money quickly and effortlessly.
A chinese distributor does not want to invest in branding, they don't want to invest in their suppliers (you)
Yes I know what you are going to tell me,
You have a friend or know people that found distributors finger in the nose.
It was possible 5/10 years ago but times have changed.
Distributors want:
The brand to invest in branding, marketing and only have to take care about the distribution
which they are good at.
They want something easy to sell, fast money. Something they can introduce to their channel and find buyer fast. It is that simple.
When chinese distributors are with discussing with mid size brand, negotiation looks fine at first.
Basic steps of negotiatin with a chinese distributor
In a second step after accepting to meet you chinese distributors will check on baidu, if there are no results they will think twice before signing this brand.
They want to find :
positive reviews, stories, page about the brand
taobao &Little Red Book.. to check if there is already reseller. If yes, that is positive, this means someone is already buying from them.
Next step is the social media check: are the accounts alive? are people engaging?
The third Step: After the basic check they will evaluate the potential of the brand.
If they think the brand has potential, great, otherwise they won't take risks.
For us the first step is to work on the reputation of our client.
This way, when they meet distributors they appears to have potential, it gives them a better chance to sign a deal.
Build a distribution network in China
Brand then need to work on their distribution network, find more and more distributors.
You can choose for instance to have one big distributor that has a big distribution network himself
and will basically do the networking job for you
The second option is to control the distribution channel by setting up a distribution network (find a lot of distributors),
As I mentioned earlier, there are many distributors and you can find them everywhere
then chose to manage directly with those guys on a daily basis. This way you’ll be more active in the distribution process
Sell online
You also have the possibility to sell your products online, on your own store.
It takes more time and effort but it is possible. Same goes for a physical store. Everything is possible.
Most of our clients are looking for a cost effective solution and that is why they are going for the resellers option.
Once you’ve developed a strong network of distributors, you’ll be able to start working on brand awareness.
Brand awareness is a big part of your budget.
The biggest the market is, the more money you need to put in you brand awareness effort.
We are talking millions. But if you invest millions and do not possess any store, you are wasting money.
However, if you already have many stores, to make it simple
you’ll be credible to the target which is a strong converting point as they’ll be able to find you everywhere.
How to build your brand awareness in an efficient way?
Kol
KOL is the number one source of brand awareness.
Kol = Key opinion leaders / influencers.
Kols are mainly girls who have been developing a network of followers and you pay them to review your products.
The more you work with them the more trust you’ll have from your target audience.
Chinese consumers almost have a blind trust toward KOLs. Not only you buy there network but their credibility.
Influencers in China are a KEY point of your branding effort.
Social media is another non negligeable option.
Social Media
China number one social media is weibo. Weibo is still a popular platform for the cosmetic industry.
Chinese girls check cosmetic related content everyday on weibo, they follow brands account.
You have the choice betweensponsored post, create game..
And for a cheap price you'll get a big audience. Really good for massive exposure, similar to facebook.
In the west,
Alibaba ecosystem
Weibo is also a member of the alibaba eco system,
making it easy to sell on taobao, tmall , Little Red Book etc
You simply have to put your store link to your weibo account and easily drive traffic from weibo to your store.
Weibo is open, it is pretty simple to find an account or information about anyone.
Peoples tends to follow official account easily.
On weibo you can be commercial, it won’t go against weibo rules.
You can give discount, people actually follow brands to get these kind of discounts, get gifts and get commercial info.
If you are an advertiser, weibo is the place for you to be
T
RED aka Xiaohongshu (the app).
What is little red book?
It is a social ecommerce platform, based on community.
If a netizen like a products he/she sees on the app, he can access the store directly in the same app.
Really popular in the beauty industry. Why?
80%+ of the users are girls. Girls that like international thing, premium products.
Xiaohongshu the cosmetic market king
If you are in cosmetics are really recommend you to use the app.
The other benefice of the app is that you can set up your own store.
It is not that expensive, you can do crossborder and you’ll have to communicate with KOL (which we already said is a must do).
The influencer on LRB use to be the best for promotion but are now closer to what you’ll find on instagram for instance.
They speak about their world, their things and then your products (which make them more real as well so it is positive).
It is first about something interesting and then your products. If your products sounds good, her followers will click on your link.
Focus is on the community then ecommerce.
Review app
The other positive point about LRB is that a lot of women are searching the app to find information about your product. Today girls do not trust comment on taobao or ecommerce platform, there is no real review.
On little real book testimonial are real, people are commenting.
They are here to look for information, feedback on the LRB. this is how LRB has been doing so well since its launch.
You can use a lot of people on LRB to test the product and let reviews that will stay.
They will be part of your brand zone which is pretty awesome for brands.
I believe it is the future, because it is cost efficient and makes me think of a chinese version of instagram.
Instagram has become so popular because of its visual and I think LRB will have the same future
even though the little red book is more about making money, ecommerce oriented.
It is basically instagram with chinese characteristics. I can not recommend this app enough to any brands wanting to dvp in China.
BAIDU SEO & UNDERCOVER SEO
I’ll then recommend baidu. I know you are not convinced but people are
still looking for information on baidu as a third party option.
Baidu is number 1 search engines in China
They will look for comments, reviews, articles, price release, sources.
I don't recommend to do seo on your website but create useful content about your brand, how your brand solves problems and market this on baidu as a third party.
This is what we call undercover marketing and seo optimization which is really efficient.
For instance: girls may have problems, let's say dry skin issue.
The first is going to be search on baidu for solutions “my skin is dry, is there a good lotion for that?” etc
They wont click on the brand website, they are aware that no brand is fair/neutral about their products.
But they will click on chat thread, on Q&A, on forum, on Press release and then they will take a decision.
Baidu is really effective as long as you know how to do it.
To sum up, it is not about baidu but your work on the baidu ecosystem to market in an undercover way your brand.
TAOBAO
The last thing I’ll talk about is taobao; today a lot of influencers are moving to taobao to live stream.
We recently observed a very good activity from influencers on taobao.
They use to create a lot of things but today they are calling it very simply such as taobao live streaming, taobao influeuncers.
Influencers are highlighted by taobao.
Taobao is powerful, everyone has taobao. It is magic, it is their world.
Women are really active on taobao,
What do poeples use taoabo for?
Taobao is number one app for their search.
They are used to go to taobao and just check the product, they can spend hours and our just looking at products.
It is not just a platform more like a shopping experience, girls like shopping.
Instead of walking the street to shop they open taobao discovers new products.
They like taobao, and taobao founds out that they like it; there are 400 millions of active buyers on taobao. People go to taobao and check products store etc
Taobao Live Streaming
The platform has developed an ecosystem of influencers that users would be recommended.
Taobao invest a lot in videos and recruits influenceur they find on weibo and other platform.
This influencers are reviewing various products in various formats.
Such as shopping TV show where you can see people talking about this or that.
(When you have time, open taobao and have a look.) It is a good way for brands to get exposure.
Wechat Marketing to Sell Cosmetic
The last option would be wechat. Wechat is very good if you have a community.
I recommend any brands to have a wechat account. Wechat is about growing your community, it is perfect for newsletter.
People have different opinion about it. Some are very successful other less.
This is always the same story, if you do things right, you can be really successful on any channel.
However, if you spend the same amount of time and money than on the options we talked about earlier, results won’t be as good.
Wechat is for long term.
ECOMMERCE
It is time to talk about ecommerce
You have two options here
Crossborder or china ecommerce
If you don't have the licence to be in China you can still sell your product to China via crossborder.
Every
time there is an order you ship it to your customer or you have a
warehouse in a chinese free trade zone from where you’ll be able to ship
directly to your customers.
It means every company in the world can sell in china. There are many
ecommerce platform for Cross border, Tmall, Jd.com, Little Red Book,
Kaola etc
I’ll split them into two groups
you manage your store like tmall, you manage everything, you invest, market etc
Kaola, Vip etc You just need to sell the product to the platform and they will sell, it is a distributors model.
To integrate any of these platforms you need to have a strong brand ready to sell.
CROSSBORDER ECOMMERCE
The first type of platform allows you more freedom to work on your branding, results.. You need to invest and can control the data, manage store and logistic..
I recommend you to opte for this type.
The second one is more like a traditional distributors
Note that, Tmall china is different from tmall global (or jd china etc).
Tmall china means you are already in China and have all the documents required.
Opening a Tmall china store, is easier, less expensive, has better management option than tmall global..
You’ll sell more on tmall china than tmall global because it is easier for the consumer, they want to be delivered fast which is not happening with crossborder.
For tmall china you can get faster results and bigger results. Tmall crossborder, it is just a first step between we are not in China and we are moving to china.
It will never be big.
The key to success for this platform is once again branding, let me explain why;
if you have no brand, Tmall won't take you in.
they are taking in big and famous brand. Tmall is a shopping mall, you go there, rent a place and have a store.
I
f you have no attraction for you brand you won't sell, you CR will be low. If you CR is around 5% for instance this means if you get 100 visitors, you’ll get 5 sales and start to make money with a good ROI.
How you improve CR? Branding.
If you bring visitors to a loreal page 5% or more, maybe 10% will purchase.
There cost of acquisition will be the same as another brand with a 0,1% cr which means they will need 1000 visitors to make 1 sale when loreal get 5 sales with 100 visitors.
Everything is about conversation because the cost of traffic is almost the same for anyone.
You need to buy traffic, KW etc on most of this platform you have PPC, banners and ads outside of tmall that brings traffic to your page.
The more you pay the more traffic you get. The more you sell the more you review, the more you sell. Snowball effect.
That is why 20%-30% of the brand on tmall are making 80% of the global sales. I think I gave you a good overview of the different options you have for the cosmetic overviews if you are a brand.
Tencent VS Alibaba, check first this Great video
You will understand the Internet War in China.
Wechat is moving to E-Commerce
As explained this Company, Wechat is investiing in the E-Commerce and try to kill taobao (alibaba Group)
In light of Tencent's $ 500 billion assessment this week, analysts are once again looking at the Chinese Great Firewall for an answer.
The Great Wall of China has pushed the American giants away from technology and fueled the flame for Chinese megacorporations, like Tencent and Alibaba. This environment is ideal for attracting a national audience, with virtually no other options, and significant investments.
Tencent has created a Tencent lifestyle. Under the wing of Tencent are several of China's busiest online services, such as WeChat, QQ, QZone and their games Tencent, China's largest online gaming community, Tencent Literature, and Tencent Comics.
Source : https://www.taiwannews.com.tw/en/news/3305168
There is also WeChat Wallet, which has become a monster in the mobile payments market in China.
An important factor in Tencent's dominance is that future competitors Facebook, Twitter, Youtube and Google, especially all Americans, are stuck in China.
While Tencent's $ 500 billion valuation this week has nearly surpassed Taiwan's annual GDP, as the China Times reports, this is not a sign of a failing Taiwanese economy.
$500B evaluation
source Techcrunch
Tencent has become the first Chinese company to be valued at more than $ 500 billion.
Shares of the 19-year-old Hong Kong-listed company rebounded to HK $ 418.80 to reach a market capitalization of HK $ 3.99 trillion, exceeding $ 500 billion. Alibaba, its closest rival, is the second most esteemed Asian company with $ 474 billion.
The half-trillion dollar club entry - which includes Apple, Alphabet, Facebook, Microsoft and Amazon - comes a week after Tencent reported a profit of 18 billion RMB ($ 2.7 billion) on revenue of RMB 65.2 billion for the third quarter of 2017. Overall profit increased 69% year-on-year and revenue grew 61% thanks to Tencent's gaming business
As SCMP pointed out, a US $ 9,000 investment in the company's IPO in 2004 would now cost US $ 1 million.
In the last twelve months alone, Tencent's share price has doubled thanks to impressive results such as the third quarter.
Tencent, Weibo and Momo three are the main social media platforms that are winning shares ads in China. There are advertising dollars for your Internet companies to extract. Marketing on Chinese social networks is possible because there are many Chinese applications and Chinese websites that offer their services and platforms to advertise anything of ideas or products through Chinese social networks and get a tremendous traffic response instantly. Grow your business with 3 Chinese social media platforms and get a positive response right away.
Top Advertising Revenu for momo weibo & wechat
There are many WeChat marketing agencies and marketing experts available in China that offers your full time and part time services to urgently contact and increase your business sales throughout China. Great multilingual experience that is ready to perform pioneering performance and unique technology services for instant response and instant income. There are many advertising techniques you use to attract communities and spread the recognition of services. Weibo vs WeChat vs Momo all three applications are more prominent and ideas for each business community. All of these services have a good marketing response and are of great value in China, which plays a vital role in getting people to know about different products and letting them get more details on specific products or items for instant response. It is an era of advertising and the era of modern technology that urge people to plan what they want and the market can fulfill their dreams to attract Chinese communities through attractive online campaigns.
source : http://netprecos.com/2017/03/wechat-momo-weibo-are-winning-the-advertising-ads-in-china/
China, the Eldorado the hub of the world makes dream more than one entrepreneur. This market with 10% growth, this billion potential consumers, 800 million mobile phones, 630 million Internet users who generally spend 25 hours a week connected on the Internet, whether on their laptop or their phone , Millions of millionaires ... offer unmatched opportunities in the world. Yet ... more than one entrepreneur has torn his hair in this country. Culture, competition, copying, this rapidly changing market, these increasingly demanding consumers ... all these factors have led to many failures on the part of all types of companies, small, medium and even the tall. But the desire to undertake is always there and that's why we will describe the 4 networks you will need to do business.
source : http://www.enviedentreprendre.com/2015/09/comment-les-r%C3%A9seaux-sociaux-peuvent-aider-votre-business-en-chine-.html
Linkedin
Linkedin the social network specializing in career management is one of the only networks to have escaped Chinese censorship. It is an online reputation management tool and Personal Branding. China sees in this network a definite development opportunity. Linkedin also allows the Middle Empire to stay connected with the rest of the world. Few foreigners are on the Chinese social networks, linkedin therefore creates a synergy between Chinese and foreigners. In addition, Linkedin is a site in English, it acts as a filter that can help employers find competent people in both languages.
There are over 3 million Chinese on linkedin. Moreover, this networking site offers many things that some national sites like Tianji or Ushi does not offer, linkedin is open to the world. Although in 2014, viadeo the French network bought in 2007 the professional social network Tianji, to invest the Middle Empire.
Linkedin is a perfect place to do business, just integrate groups and follow them and post pushes and this will greatly increase your visibility.
WeChat
Wechat or 信 信 its name in Chinese is an instant messaging application that is fast becoming the most popular in the world. In just four years, the Tencent Group with its flagship application reaches more than 549 million active users per month, according to the balance sheet of the first quarter of 2015. The mobile application holds a place More and more important in the organization of the economic and social life of the people and it modifies considerably the purchasing behaviors. It revolutionizes the world of social marketing. Users can send text, photos, videos, and voice messages to their smartphones, or locate callers by shaking their devices. (see this article in French)
Business Social Media
WeChat is an application that helps us make life easier. The application brings the notion of M-commerce with the development of tencentpay which allows to pay online thanks to Tencent pay. Wechat also offers online wallet functionality "wallet" is an online bank. This wallet function generates a QR code that can be scanned by the merchant. WeChat allows the possibility of paying your train tickets, plane tickets, taxi, your subway subscription ... and also the possibility to send money to your friends.
Due to the growing popularity of the application, companies have an interest in developing on WeChat. Thanks to this application, brands can use the strategy of 020, WeChat creates a bridge between Offline and Online. Today, WeChat is a vector of communication at the service of the brand and the development of sales. It is an infallible tool for acquiring new offline and online customers. It is considered much as a performance accelerator. The brand may, for example, make a flash sale via the WeChat account. Integrating a network like WeChat into your marketing strategy will allow you to reach new consumers. Simply create official accounts, and brands will be able to connect with users who will subscribe to them with personalized content. WeChat creates a bridge between customers and brands, it creates a previously unseen proximity.
Social media and e-commerce have converged on smartphones in China, thanks to an innovative application. Since its launch in 2011, WeChat has grown from a messaging client to WhatsApp true style in a single window for managing lifestyle. Without leaving the application, loyal users of WeChat - whose number is fast approaching one billion - you can book an appointment with your doctor, ask for a taxi, and buy products directly from manufacturers. At least one of every five users WeChat has linked to your debit or credit, a potential bonanza of cash of which Mark Zuckerberg, can only dream of.
Wechat a Content Social Networks !
Like most professionals in the continent, his mother used instead WeChat email to conduct much of their business. The application offers everything from video calls and group chats instant news updates and easy sharing of large multimedia files. It has a service oriented similar to slack US business chat. Yu Hui's mother also uses your smartphone camera to scan QR codes WeChat people (Quick Response) who knows much more often these days than swapping business cards. Yu Hui's father uses the application to do online shopping, to pay for goods in physical stores, settle utility bills and tabs dinner with friends split, with only a few taps. He can easily book and pay for taxis, ball mass deliveries, theater tickets, hospital appointments and holidays abroad, all without having to leave the WeChat universe.
source http://seoagencychina.com/wechat-social-media-agency-in-china-shanghai/
As an equity investor puts US venture, WeChat is there "at each point of their daily contact with the world, from morning till night." This state is the center of all Internet activity, and as a platform through which users find their way to other services, which inspires Silicon Valley companies, including Facebook, to closely monitor WeChat. They are entitled to cast an envious eye. People who divide their time between China and the West complain that WeChat leaving behind is like stepping back in time.
Among its services, is perhaps their promise of a cashless economy, a recurring dream of the Internet age, which impresses viewers more. Thanks to WeChat, Chinese consumers can navigate their day without spending once banknotes or pulling plastic. It is the best example of how China is shaping the future of mobile Internet to consumers around the world.
source : http://www.economist.com/news/business/21703428-chinas-wechat-shows-way-social-medias-future-wechats-world
This is logical, for China manufactures and put to good use more smartphones than any other country. More Chinese access the Internet through their mobile phones than they do in the United States, Brazil and Indonesia combined. Many jumped from the pre-web era directly to the mobile Internet, bypassing the entire personal computer. About half of all sales over the Internet in China takes place through mobile phones, compared to about one third of total sales in America. In other words, conditions were all there for WeChat to take flight: new technologies, business models built around mobile phones, and above all, customers eager to experience.
It's just a matter of time before this functionality, or something, is the norm worldwide. Now it's time for brands to begin to prepare for a future in which social media will not only be a place in the market, but also an important market in itself. Our recent work, "The use and value of information on the social network in the selective sale" describes how, unlike the current paradigm of e-commerce, selling social media will prosper no transparency and accessibility, but in strategic exclusivity.
selective sale : it works on Wechat
the media, most avid users include those who get pleasure from the envy of their peers. Facebook, Instagram and others offer a myriad of ways to show off, flaunting the latest designer handbag social concern advertising through a charitable donation announced publicly.
That's why luxury companies like LVMH have seen a huge increase in the use of social media among buyers of exclusive products, limited edition, especially in the key growth markets of India and China. Naturally, LVMH has begun using social media to identify and market to customers who likes one changing her friends. Theoretically, this select group of customers - if they could be identified - would jump at the opportunity to buy a product designed just for them. So far, however, efforts by LVMH in what we call "selective sale" have been hampered by the disordered information gathering and the huge volume of data available.
The seamless integration of electronic media and social commerce represented by WeChat could be the solution. Some companies are already beginning to exploit the possibilities - for example, Tiffany & Co. uses his official account WeChat to refine customer segmentation. Hitting the bull's-eye will depend on the ability of a brand to identify which customers, for all of your social media, are the objectives of greater value to the selective sale. That is where our research.
read also Why Chinese prefer to buy online
Knowing your customers
In our study, we used mathematical models to reproduce the typical behavior of social media followers who like to show off. We also take into account the fact that companies differ in how much they know about their customers on social networks. Some know nothing or almost nothing. But there are two types of information that are useful: the degree of connection (ie, how many friends have each client) and the degree to which each client participates in a consumerist superiority (researchers call this "visibility"). totally uninformed companies obviously can not participate in any segmentation; Companies that have one or both types of information clients can use all available data to target customer cure.
Try different combinations produced a couple of interesting general principles. First, the most popular guests were not the high value of the majority. Fully informed companies did better when targeting customers with a high level of visibility and an intermediate number of followers: high enough for purchasing touch off the effect desired envy, but not so high as to reduce the novelty of product - and, by extension, its value in the game of competitive consumption - too.
Second, not all customer information is the same. It was found that knowing how many friends have every customer is much more valuable than knowing his propensity to show social media. Both types of information are better than no information, but information visibility add any value to companies who already knew the extent of social networking connections of its customers. In addition, information visibility value added amounted to between two and six percent gains in profits, while connection information presented increased profits ranging from five to 30 percent.
What Chinese customers want
The difference in value between the two types of information highlights another general principle of social means of collecting information. Information is always less valuable when describing aspects of customer behavior that align directly with business goals. In this case, the customers' own actions can compensate for lack of knowledge - the most prolific conceited are not shy about showing you what they are. They happily eligible for a program of selective sales, assuming the marketing campaign were strong in most other respects. In fact, the company can design appropriate systems that have self-selection in the relevant segments of customers.
Privacy concerns
The use of a collection process more demanding information, rather than a data dump, helps companies avoid conflict with the privacy issues that are likely to continue increasing as e-commerce and social networks They are become more intertwined. The advent of WeChat announces the transformation of social networks in digital main streets, where products can be found and displayed in an uninterrupted sequence of clicks. Looking ahead, brands will have to cultivate a neighborhood intimacy and trust with your customer base. That means that e-commerce will become more dependent on tactics adapted as selective selling, and less on off-the-rack approach.
5 tips to start an effective Marketing campaign in China
1- Understand Chinese culture
Like Serpenza
If a proposal is not realistic or business, many Western companies see China at one time or another in order to enter the market and making large sums of money. At least that's the theory.
China is a huge country with lots of increasingly aware of brands and products (actually) Western people. This is the prize that many Western brands are seeking and why many are already in China trying to establish its position in the market. For those involved in the marketing and digital marketing, in particular, China presents a whole different set of challenges: consumers behave differently, vendors use different styles of pitching and even how many products are paid by consumers is very different than in Western markets. In addition, China is home to a large number of Internet companies with unfamiliar names that have an almost unbelievable number of users. Obviously, companies seeking to develop their brands in China must adopt different approaches to the development of their brands.
Media in China, use them to build trust
The appearance of the features is the complicated relationship highly censored media of China, the state has with major social networks in the world. Facebook and Twitter are technically banned in China, but almost unknown to 640 million Internet users in the country.
In the features, Xinhua English screenshots typically provides messages of social media on China. These messages usually come high media profile Western media as the New York Times (which is blocked in China), the Wall Street Journal (ditto), CNN or BBC.
Taken together, these highlights of the news are usually as boring as own coverage for China Xinhua. The posts are cherry-picked to show how foreign media represents China as a stable nation with a competent management ready to handle your unique challenges. Take, for example, it has been further highlighted by the BBC.
The starting point for Western companies is to understand where your brand (s) has an advantage over indigenous products and service providers. In general, Western brands (especially the luxury market) have high levels of reliability and perceived authenticity and unfortunately for many consumers, high tarrifs as well. This image of reliability and authenticity account of much interest in Western brands. This applies both B2C and B2B markets. So given these perceptions, many digital marketers need to find ways to amplify these feelings and reach a large group (target).
Social Networks in China
The social web is an excellent channel to emphasize these attributes. But if there is no web presence, or the presence does not meet the cultural and commercial expectations, it can be extremely damaging to the brand value.
If you are looking into developing your business in China, your strategy should definitely include a well-though digital strategy. One of the biggest social media platforms in China is WeChat. I will now give you in this article 20 tips to use WeChat the best way possible. Create an official accountFirst thing to do is to create a WeChat account. You can easily subscribe to a normal “personal” account by downloading the app, filling in the form and verifying your account with the code they sent you by text. This kind of account is very limited and won’t allow you to create an audience for your brand. What you should do instead is go on create an official account by visiting the WeChat official website and fill in an Official Registration form.
This is because the Chinese use the web for purchases more than their counterparts elsewhere investigation. They like the content heavy websites, and often are beyond the results of the first search page. And the absence of a web site indicates a company with no credibility. You must have a website, although it is simple to be taken seriously in China. This axiom is amplified by the fact that Chinese consumers tend to be skeptical of "official" comments and product classifications, rather than relying on what other consumers have written around the web.
Your Website and Search Engine like Baidu
Some key points in its strategy of Chinese website - not just add Mandarin pages to a Web site Western. The pages will not be visible in Chinese search engines (like Baidu and Qihoo). Therefore, it is necessary to have a micro-site located built from scratch with the habits of Chinese browser, design standards and its Chinese character consumer in mind.
SEO in China is difficult
For better accessibility and SEO, hosting your website within China or look through a content delivery network (CDN) having nodes in China. Note - if you host your site in China will have an ICP license required by the Chinese government for all business websites, but getting one is a matter of formality and takes 8 weeks.
more information here
E-Commerce in China is different : use JD and tmall
Chinese e-commerce giant Alibaba's revenue surged 39% year-on-year in the first 3 months of 2016, the company said Thursday, May 5, its fastest growth in the last 4 quarters.Revenue hit 24.18 billion yuan ($3.75 billion) for the 3 months to March, it said in its quarterly results announcement, defying both China's economic slowdown and increasing competition in the world's biggest e-commerce market.The quarterly revenue figure beat analysts' average estimates of a 33% rise.Alibaba's net income attributable to shareholders rose 85% year-on-year in the quarter ended in March to $832 million, the company said.For the full financial year that ended in March, net income rocketed 196% to $11.08 billion."Our excellent results this quarter reflect the unique strength of our core e-commerce business despite challenging economic conditions," Alibaba's chief financial officer Maggie Wu said in the statement.Alibaba is China's dominant player in online commerce with its Taobao platform estimated to hold more than 90% of the consumer-to-consumer market, and its Tmall platform is believed to have over half of business-to-consumer transactions.
Web in China
850 million dollars more Chinese Internet users are much more likely to access the Web from a mobile device (about 85% to evaluate web comes through mobile devices). It is also very common for Chinese consumers to check prices at an online store or as Taobao physically JD.com while shopping in a retail outlet. In addition, as mentioned above, social media is more widely used when making purchasing decisions. China posted on review sites, the share of micro-blogs and BBS write about likes / dislikes. In the luxury sector 70-80 percent of purchases are made based on the recommendation of social media-driven peers.
A key difference in China compared with the West is that there is a much wider use of the Internet on a regular basis demographic. No age group, social or income that do not use more intensely than their Western counterparts, and all are highly influenced by recommendations from others. They want to learn about the value, but also learn about the latest trends and fashions. The latter applies to big ticket items in particular.
VIDEO in China the futur of Digital
Although there are equivalent to Facebook, Youtube and Twitter-all with their own non-unique functionality they are also social media platforms niche high volume, as Qzone or Renren, which are mainly used by large numbers of recent graduates. are also very popular Youku or Tudou meipai, miaopai or tencent video
With its huge population and exciting business opportunities, China attracts a lot of foreign companies. Those foreign companies want to enter the digital wonders in the Chinese market represents.
One of the nation’s largest online cosmetics businesses — backed by retail giant Woolworths — will today announce its expansion into China by selling products through Alibaba’s giant online retail platform, Tmall. Adore Beauty’s Tmall offering will feature 50 products, including six popular Australian brands that are currently not available in China, including evo, Lanolips, asap, Alpha-H, Skinstitut and ELEVEN. While a host of Australian companies such as Blackmores, Bellamy’s and Murray Goulburn were hit last week by the Chinese government’s moves to tighten its grip on cross-border e-commerce, cosmetic imports are set to be a big beneficiary of the regulatory changes. The tax rate on cosmetics if the value of the purchase exceeds 100 yuan will now be 32.9 per cent, compared to 50 per cent previously. “We are taking a test and learn approach. We are starting shipping out of Australia first before we look at shifting stock over to a bonded warehouse in China,’’ said Adore Beauty founder and CEO Kate Morris
With over 688 million users in 2016 and a vibrant scene of social media, a strategy well thought out digital marketing can work miracles.
Brands are being more creative than ever and coming up with interesting and challenging campaigns. Here are some tips to follow if you want to succeed in their integration into the Chinese market.
Using search engine for visibility!
When the Chinese need to find information or check something: use Baidu.
Google is our first choice when we learn something for the Chinese is the same with Baidu. "Baidu Yixia" means Google!
In 2015 in China, Baidu became the first search engine with a market share of 65%.
To connect with Internet users, Givenchy's strategy in China is the use of a new and nonconformist star.
source Maximize social Media
Brand Campaign
The brand chose Li Yuchun, who became famous when he won "Supergirls", a singing contest. The singer stood out as it was not in accordance with normal standards of beauty. She dressed very simply and had an aggressive voice. He quickly became a new symbol for Chinese netizens and has reached 3.6 million followers. With a participation of more than 20,000 with each of your social networking messages, I was forced to call attention to a brand.
Working with icons like Li Yuchun offers high visibility in China.
Influential are the way to go!
With Chinese Internet trend and share everything they see online, content can go viral quickly. They trust and seek the judgment of experts and opinion leaders are the way to go if you want your content to be seen by many.
What Digital Marketing Agency Provides ?
Beauty Influencers
To help Brands to connect with the best influencers in the beauty industry in China.
create attactive content, contest and help to connect them.
Video & Photos shooting
organize Photos and video for Brands want to get positive image in China.
create scenario, manage the Shooting and the post production.
Branding Agency
local experts combined with Foreign strategists are dedicated to developing the most effective digital strategies in China, in beauty Market
Difficult to get good information if you are focus on your brand.
In China there are several search engines, but Baidu is the most popular. Baidu is the first Chinese search engine and is the largest source of referrals to any information related to China, as well as sought by Chinese visitors.
2. Provide unique and qualitative contents
Copy and paste is not something that is prohibited by most Chinese search engines. By using search engine based in China, can be more flexible in adding content to your website. You must realize that the standards set by Chinese search engines are not as strict as determined by Google and other search engines based in America.
3. Never criticize the Chinese government NEVER!
It is important not to be violated, otherwise you will have problems. Avoid possible sensitive issues that have a tendency to attack the policies of the Chinese government.
4. Optimize the home page for Baidu
Try to keep your home page full of information and links. The difference between Chinese visitors with visitors from other countries is its penchant for visiting the home page that contains a lot of inbound links. The more, the better recoil and this habit with the support of several Chinese search engines, including Baidu.
5. Reverse campaign
As already mentioned in point 4, backlink is a very important thing in China. The more backlinks, the more easily a site can be detected by Chinese search engines. The article quoted a famous website can be used to improve search. Try to find quality items famous websites, and rewrite in your language and then you can find at least one outcome of satisfaction regarding SEO.
6. Build your reputation
Use a different server if you have more than one site. It is also not allowed to use a shared server to accommodate more than one site. This will result in your site it will be blocked by the Chinese government. Use hosting services based in China also to facilitate visitors in finding your site.
7. Do not forget to buy Baidu label
Tag is a very important thing. By using the label proportionally so you can maximize your efforts to make your site easier to detect by Baidu and other Chinese search engines.
Chinese users often have ecommerce platforms related to their social networks and share their regular shopping, online word of mouth is probably the most powerful tool available to those in China.
634 million internet users in China, over twice the population of the US
Keep in mind that the Chinese are particularly influenced by those of their immediate social circle, they are wary of more traditional media of the State and are turning to social networks as their primary source of information. What users post and share about including the influence of Chinese users. The management and coordination of effective digital campaign on these platforms is vital. If a brand is not seen here, it is virtually invisible in China. source
Top Tips for Western brands looking to market themselves on social networks in China.
Content is king. Create interesting, shareable content in Mandarin that will appeal to Chinese consumers. Often the content that goes viral is humorous and silly in China.
Be active on social media. Really engage with consumers directly, people enjoy direct communication.
Use the 'Key Opinion Leader "or KOL. These are famous people in China who have already gathered a large following around them, they often have thousands or even millions of followers and recruit them to post a favorable content about a brand can be incredibly effective.
Find specialized partners in China.
They will in-
Chinese social media landscape is perhaps the most unique and fascinating in the world. Social media in China is now a huge phenomenon particularly with the rise of "Weibo" (China's answer to Twitter) and Tencent 'WeChat'. The rise of social media as the dominant form of online communication is due to an Internet penetration rate of more, a little less than 50% of the Chinese population are now online. There is an astonishing 634 million Internet users in China, more than twice the population of the United States! It therefore comes as no surprise that social media has become a key target for marketers and businesses worldwide.
Social networking has evolved differently in the Middle Kingdom than in Western societies. Forget sites such as Facebook, Twitter or Youtube. In China, the market is dominated by local Chinese social media. Established networks that we have come to know in the West has not been able to successfully grow here because of the strict state censorship. The result is a unique ecosystem, Chinese specific social networks.
The Chinese are very active on social media and will often subscribe to a number of different networks. It goes without saying that all communication on these platforms must be translated into Mandarin, the standard of English spoken and written in China is still relatively low.
According to the China Post, Chinese Internet '' 'spend about 40% of their 25 hours / week on social networks. " More time on social networks results in greater exposure to content and produces a higher number of interactions. The result is a social networking landscape evolves and changes even faster.
WeChat - platformWeChat Chinese Social Media is currently the largest social networking player to consider. It started as a simple app for the smartphone whose main attraction was to send short voice messages and written before morphing into a social network platform and fully integrated part. It has over 500 million registered users and is increasingly popular in China and the rest of Asia. WeChat is more than a social network, it can be used as purse (when linked with the Chinese payment service alipay), has a QR code scanning function and an application used to order a taxi even private.
QR codes are much more popular in China than in the West, promotional content can be shared and disseminated via the QR codes with brands encouraging consumers to track their subscription accounts. Unique content and promotional offers can be provided as an incentive to follow a brand on WeChat. WeChat is typically a network more "closed" that users can see the interactions and messages from those they have connected with.
Weibo - Chinese NetworkWeibo Social Media also has over 500 million users, the site is closer to Twitter in that users can view individual messages, so it is a more open network for marketers and brands capitalize on.
Scotch whiskey brand 'Famous Grouse' is an example of an international brand operating on Weibo in China, there is a wealthier middle class here with more Chinese consumers are looking for reputable products abroad. Here is the account Weibo 'Famous Grouse', whiskey is considered a luxury brand with the choice of the image that reflects the upscale image.
President (parent company) of Edrington and Chief Executive Ian Good discussed how; "The consumer response has been excellent. We are now in an excellent position to increase sales and improve market share," according Just Drinks. The Chinese have traditionally not been drinking whiskey but engage in social networking campaigns expanded the consumer base brands on this platform. They have over 30,000 followers on Weibo. tastes and consumer expectations are changing.
