Embed Size (px)
Citation preview
A project funded by the European Union
November 25 – 29 2013
WELCOME TO THE EU SME CENTREEUROPEAN SME WEEK WEBINAR SERIES
25. November Selling Online in China 26. November Avoiding Common Scams when Doing Business in China 27. November Marketing your Products in China 28. November Finding an Agent/Distributor in China 29. November Applying for the CCC Mark in China
All webinars will take place from 10 – 10:45am Central European Time and 5 – 5:45pm China Standard Time.
www.eusmecentre.org.cn [email protected]
Please continue to submit your text questions and comments using the Questions Panel
Please continue to submit your text questions and comments using the Questions Panel
4
Successful Marketing in China
Simon Stewart
27 November 2013
A project funded by the European Union
Our Speaker
• Mr. Simon Stewart is Director of Business Advisory at China Britain Business Council. Simon has 13 years of experience in UK and China in solution sales to international companies. He has a Masters degree in Marketing from the University of Strathclyde and started his career working in the ICT sector in the UK. Since arriving in China, Simon has worked with international firms from multiple sectors assisting them navigate the China market, create market development plans and assess what areas of China are most suitable for their business development needs.
Agenda
• A country of many markets
FOCUS
• Getting your value proposition right
MARKETING MIX
• Key considerations
SOCIAL MEDIA
• Next steps for your business in China
NEXT STEPS
Marketing Defined
marketing
The customer as the focal point
Long term win win relationships
Becoming a marketing led business
Win-Win Relationships
Partners
Your business
Your niche customer
The Chinese government
A Country of Many Markets
u
Regional Cities
Tier 1 Markets
Developed markets Sophisticated consumers International exposure Established talent pool
Competitive Higher costs
Crowded markets
Regional Cities
Growing markets Open for new business
Less competitive Aspire to become tier 1
Less international Management
Wealth
Smart Thinking
Example
Wuhan
Marketing Mix Case Study
Product Place Price
Promotion People Process
Physical Environment Partnerships
Niche segment
focus (Urban
Outdoors) Promotion thorugh opinion formers
Targeted trade shows
Made in Italy
promotion
Training and
education
Localized products
Promote unique designs
Clinical research
partnerships
Chinese corporations
sales Events,
seminars and
professional journals
Leveraging the
network
Education and
management through
social media
Social Media
250 million social media users
Facebook and twitter restricted
Linkedin available
Weibo, Wechat, QQ/ Qzone, Renren widely used.
China Social Media Tips
Strength of social media in China
Your target customers activity
Target opnion formers
Create opportunities for customers to use
social media
Social media managment
partners
Your first China employee
Marketing led Summary
Initial research & focus on client value (short term)
Developing win-win relationships (medium term)
Sustainable growth (longer term)
Essential Resources
•EU SME Centre www.eusmecentre.org.cn/ •IPR Helpdesk www.iprhelpdesk.eu/ •EU Chambers of Commerce www.europeanchamber.com.cn •Embassy & Consulate Trade Teams
•CBBC www.cbbc.org & http://www.britishchamber.cn/
•Regional cities report www.cbbc.org/guide/china_info_and_reports/regional_cities
www.eusmecentre.org.cn [email protected]
Centre Introduction
• The EU SME Centre in Beijing is a project funded by the European Union
• To assist European SMEs to export to China and establish, develop and maintain commercial activities in the Chinese market
• Free, confidential information and advice, and practical support services
• The EU SME Centre in Beijing is a project funded by the European Union
• To assist European SMEs to export to China and establish, develop and maintain commercial activities in the Chinese market
• Free, confidential information and advice, and practical support services
Centre Services
Ask the expert Consultations Knowledge centre
Trainings Webinars Events
E-learning Databases Hot-desking
www.eusmecentre.org.cn
Stay Connected
Facebook LinkedIn
Twitter YouTube Newsletter
www.eusmecentre.org.cn
