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THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
Mark TannerCHINA SKINNY
Sydney, 24 October 2014
Travel The DigitalSilk Road With
China Digital Conference
#CDC2014
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
China Today: the Tip of the Iceberg
Affluent &Upper Middle Class
2012
256 million urban households
2022
357 million urban households
Source: McKinsey
Affluent &Upper Middle Class
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
Who’s Doing the Shopping?
2/3 of China’s international travellers
are under 35 Source: McKinsey
China’s affluent & worldly youth are most likely to buy foreign brands
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
China’s Urban Consumers’ Media Consumption
9.4 hoursper week
26 hoursper week
Source: Accenture
90% of Weibo Users are aged 18-34 Source: Weibo
81% of Tmall & Taobao Customers are aged 18-34
Source: Alibaba
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
The All Star Line Up
Michael MotherwellSearch Director, Lined Media
Ben FranziGM Sales, Global eCommerce
Platforms, Australia Post
Nina Kubik-ChengSenior Vice President,
Dragon Trail Interactive
Tony ShuWeChat General Agency and
Partner; Account Director, Interactive Media Pty Ltd
Charles ThompsonGeneral Manager
International & Partner Sales, Australia Post |StarTrack
Express
Arthur LiRegional Head of Sales &
Marketing, UnionPay International South Pacific
Benjamin SunFounder and Managing Director, Think China
Johnny WongCo-founder and Analytics
Director, Think China
William ChenFounder / Chief
Locksmith, ChinaKey
Dr Mathew McDougallFounder & CEODigital Jungle
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
David Bowie, 1983
“I'll give you television” China Girl, line 20
Let’s Dance. Side 1, song 2
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
Mark TannerCHINA SKINNY
22 October 2014
The Interconnectivity of China’s Digital World
5 Trends Reshaping China
SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
1. Lack of Trust of a Key Digital Driver
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
Lack of Trust Means Chinese Consumers Do More Research
95% trust a brand more if they’ve seen it on
social media Source: eMarketer
95% trust a brand more if they’ve seen it on
social media Source: eMarketer
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
2. Online Chinese are Shopping Up A Storm
when Chinese hear ‘shopping’ 45% think of doing it online
14% shop online daily (5% do it globally)
63% shop online weekly(21% do it globally)
Source: PWC
Source: McCann
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
Online Shoppers Breaking World Records
600,000cartons of milk sold on
yhd.com
sold out in 52 minutes
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
Some Surprise Sellers Online in China
Condomsshaped like Ferrero Rochers
were in the top-3 selling Valentine’s Day gift online
in China in 2014
Corpsesgoing for a song at
¥126,500 (AU$23,500)with a 2-year warranty
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
eCommerce influenced by other channels
share online shopping
experiences on social media
80%read social
media reviews before buying
online
85%
Source: A.T. Kearney Source: Nielsen
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
3. The Rise of Social Commerce
200517 cars/1,000
2020184 cars/1,000
Source: Cetelem
60,000 cars sold in 2 weeks
on Weibo
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
Social Commerce Across Many Segments
200531 million
2017220 million
Source: CLSA
84% Chinese tourists share their experiences on social
media during & after their trip
Hotel Viennasold ¥10m ($1.8m) inbookings3 months
on WeChat
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
4. Mobile Getting Consumers Online
80% Weibo users mobile
100% WeChat mobile
1/3 Taobao & Tmall purchases on mobile
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
Mobile’s Offline Relevance
50% check products offline before buying online
75% of check prices online before buying offline
Source: Accenture
75% Chinese unsatisfied with experience through multi channels
40% shifted brands in past year due to poor experience
Source: Deloitte
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
Mobile’s Offline Relevance
75% Chinese unsatisfied with experience through multi channels
40% shifted brands in past year due to poor experience
Source: Deloitte
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
5. China’s Rise of ‘Smaller’ Cities Redefining Target Markets
have more
cities inChinapeople than
Sydney?
How many
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
5. China’s Rise of ‘Smaller’ Cities Redefining Target Markets
have more
110cities inChinapeople than
Sydney
Source: China Skinny using data from the National Bureau of Statistics of China
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
75% of China’s Affluent Consumers will live in ‘Smaller’ Cities by 2020
201235% of Android mobiles bought
in Tier 3 & 4 cities
201345% of Android mobiles bought
in Tier 3 & 4 cities
Online shoppers in Tier 3 & 4cities spent 28% more each than Tier 1 & 2 cities in 2013 Source: Alibaba
Source: Baidu
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
Traditional Online Tactics Getting Tougher
Tougher to get ROI with Key Opinion
Leaders
Harder to discover
your brand on WeChat
The rich get richer on
ecommerce and social
media
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
5-month Tourism Malaysia Social Media238% across 170K followers
206% New follower rate
+ 12K mentions #乐乐我爱大马 #
+ 2nd most popular destination for travel purchases on Taobao
Case Study: Reach New Consumers with Integration
Doubled new followers when out on the street
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
Only a small number who buy think about the
food again
Only a small number who buy think about the
food again
buy
Case Study: Enhance Existing Channels
tryfood
shoppersvisit store
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
To Summarize
1. Lack of trust is a key digital driver
2. Online Chinese are shopping up a storm
3. The rise of social commerce
4. Mobile getting consumers online
5. China’s rise of ‘smaller cities’ redefining target markets• Traditional techniques getting tougher• Integration captures new audiences and enhances
existing channels
THE ONLINE, MARKETING & RESEARCH AGENCY
@thechinaskinny SHANGHAI | LOS ANGELES | LONDON chinaskinny.com
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The most-read English-language newsletter about marketing to China.
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