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McKinsey projects that China will become the world's largest online retail market by 2020 with online sales forecasted to exceed $420 billion annually, driven by a growing consumer class and the world's largest population of Internet users, now more than 500 million people. This captive audience of consumers is often categorized by a singular retail brand minded trope, when in reality the Chinese consumer is as varied and complex as the Western consumer. Digital convergence and the influence of mobility is not isolated to the Western world- it is having an impact everywhere. It's time to reinterpret the marketplace, embrace complexity, and redefine your brand to excel in a critical market. Using our Women's Global Initiative as an example, we will help you begin to understand how to win the Chinese consumer by building strategies that integrate social and mobile channels.
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Direct to Consumer!
China!
Brazil!
Remodista!
South Africa!
Retail !
Women!Elevated!
Global Mobility! Consumer!
REMODISTA PRESENTS!
The Global Consumer Mosaic!
Overview!
Daisy!
Alex!
Emily! Rose!
Jackie!
Caitlin!
Kyla! Fiona!
Emma!
Miko!
Jackie!Tencent QQ!
Sina Weibo! Ren Ren!
Boyfriend in Birmingham!
Hong Kong!
Bobbi Brown! Forever 21!
Juicy Couture!
Daisy
Alex
Emily Rose
Jackie
Caitlin
Kyla Fiona
Emma
Miko
Caitlin!
Facebook!
Instagram!
Pinterest!NYMag!
Le Fashion!
MAC Cosmetics!Rag and
Bone!
Shop Bop!
Zara!
Music Festivals!
NYC!
Daisy
Alex
Emily Rose
Jackie
Caitlin
Kyla Fiona
Emma
Miko
Emily !Facebook!
Buzzfeed! Instagram!
Spain!
One King’s Lane!
Nars! Rag and Bone!
Gilt Groupe!
Top Shop!
Daisy
Alex
Emily Rose
Jackie
Caitlin
Kyla Fiona
Emma
Miko
Kyla!Facebook!
Instagram! TechCrunch!
Chicago!
NY Times!
Laura Mercier! All Saints!
Black Orchid!
Spotify!
Daisy
Alex
Emily Rose
Jackie
Caitlin
Kyla Fiona
Emma
Miko
Stella
Alex
Emily Rose
Jackie
Caitlin
Kyla Fiona
Emma
Miko
Mikka!Sina Weibo!
Tencent QQ! Paris!
Skiing!
Japan!
Restaurants! Chanel!
Daisy
Emily
Be:y Rose
Jackie
Serene
Stella Fiona
Emma
Miko
Serene!Sina Weibo!
Tencent QQ!
La Go Go!
Paris!
Ren Ren!
Taiwan! England!
Digital Behavior + Global Mobility Intersect
Twi:er Sina Weibo
Youtube Youku
Google Baido
Amazon Tmall
WhatsApp WeChat
Ø Internet InnovaKon in the West inevitably generates a Chinese parallel in the short term
Ø Digital is driving convergence between East and the West
Ø We are all engaging, buying, connecKng digitally, and are mobile
Sample Brand Mosaic Framework
FASHION FORUMS
TMALL
SINA WEIBO
BAIDO
ECOMMERCE/MCOMMERCE
ADVERTISING
FREE STANDING STORES FREE STANDING
STORES
STRATEGIC PARNERSHIPS
GLOBAL N.A. FLAGSHIP
Do You Know Your Consumer in the East?
Ø We are Diaosi, are you? Ø Building personal brand is a needed global behavior. Ø Time spent online is greatest in 3rd Ker ciKes.
Ø Xiaomi smartphone is online + affordable.
Where Have Brands Failed? Ø Beijing, Shanghai, Guangzhou and satellite ciKes are saturated with upscale malls and retail outlets.
Ø There are many China ciKes out west, that are virtually unknown, and have populaKons of 2 million + with GDPs growing over 10%.
Ø Chinese can easily absorb and appreciate the ease and convenience of mobile shopping.
Ø Think about your website itself because China has the second slowest load Kme in the world.
Where is There Opportunity to Win?
Ø Third Ker city online spending exceeds 1st and 2nd Kers.
Ø Big brands spent money on upscale retail space instead of engaging their target demographic on mobile.
Ø Spend that money on a mobile pla`orm and understanding where your consumers are both online and offline.
Ø Think about audience and landscape, understanding technical constraints are criKcal.
Ø Everyone is on their phone, think lighter, think fast mobile sites.
Appendix
Elevate, Educate + Mentor
Kelly SKckel President + Global Community Builder Remodista 312-‐371-‐9302 I Skype: kelly.sKckel [email protected]
Remodista is a power broker in connecKng the most influenKal and soluKon oriented execuKves working in digital, social, and mobile commerce. It is a collaboraKve forum with three primary goals: to elevate women, educate brands, and mentor a community focused on shaping universal best pracKces for global retail mobility. By connecKng industry leaders with innovaKve ideas, who are ready to learn, share and bring visionary strategies to the market, Remodista has built a strong brand community.
Remodista Mission
ElevaKng women globally is a core mission of Remodista.
Community Elevate Women Mentor Youth
Nurture Globally
Community CollaboraKon
Content CuraKon
SophisKcated InKmate Commerce EducaKon
Community is Our DifferenKator
