charles chan - how to start selling your product in china
DESCRIPTION
Charles Chan - CEO of Cleargo @Charles_Chan Proven strategies and tools are hard to access 600 million internet users including over 220 million active online shoppers who spend more money than any other online shoppers in the world. An overview of business opportunities available in China for marketers. A presentation from the China Digital Marketing & Social Media Summit held on the 24th of October 2013.TRANSCRIPT
Key Challenges in China market entry
Soaring Rent & Distribution Channel Cost
Summary in China Market Entry through eCommerce
Develop a China Consumer Strategy1
2
3
4
Decide on the Right e-Channels
Setup a suitable Operations & Organizational Model
Build Traffic, Optimize Conversions, Acquire & Grow Customers
Demographic of Chinese consumers is diverseCompetition is fierce in most categories
What’s your Brand’s STP in China?(Segmentation, Targeting & Positioning)
1
Deciding on the Right e-Channel
Different eCommerce Channel Models in China
brand.com mall-operate branded store
authorized online distributionbrand-operate marketplace store
2
Deciding on the Right e-Channel
Tmall and the rest2
Setup a suitable Operations & Organizational Model
Payment methods in ChinaAlipay, China UnionPay, Direct Debit, etc
Most people don’t have credit card and are unable to pay non-RMB transactions
3
Setup a suitable Operations & Organizational Model
Customer Service – Live ChatHotline & Live Chat for both Pre-Sales & Post-Sales is a must in China
AliWangWang is the standardLive Chat platform for Tmall & Taobao
3
Setup a suitable Operations & Organizational Model
Warehousing, Fulfillment & Delivery A range of domestic and international providers
Service quality from domestic providers still varies but improving
Amazon Fulfillment Service
3
Build Traffic, Optimize Conversions, Acquire & Grow Customers
Grow your eCommerce business under the Chinese ecosystem
Brand.com
Directory
Search(SEM/SEO)
DisplayAds
CSEProductSearch
AffiliateMarketing
E-DM
SocialMedia
4
Build Traffic, Optimize Conversions, Acquire & Grow Customers
Tmall & Taobao have its completely separate ecosystem
Tmall
4