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Wenli Liao - CEO of Dataotuan 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
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Wenli LiaoCEO of Dataotuan
How to leverage consumer insights and marketing
intelligence to build your business in China
Big
Complex
Understanding the
Chinese Market
Rapid growth
4
China - Not ONE Market
Big Difference by Region
Huge Difference between Tier 1-4 Cities
Very Different Speed of Growth
5
Trend Internet Penetration
Data source: 2012 CNNIC 6
Online Shopping Spending
Data source: McKinsey online shopping survey, 2013 March 7
Opportunity
– Big territory, limited store covering – More rich people in tier 3/4 cities are looking for high quality goods; online is an easy channel to approach them.
Challenge vs = Opportunity
8
Challenge– Logistics Big Ecommerce sites and delivery
companies have seen it as an opportunity and took action
– Lower internet penetrationIncreasing steadily in tier 3/4 cities
– Users recognition of EcommerceStimulated by daily deal, flash-sales
sites9
Challenge vs = Opportunity= future opportunity
Trial
Measure
Optimize
Expand
Brand building on the
Chinese Market
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How to Enter the MarketImportant channels to enter a market•Ecommerce site
– Online sales channels– Partnership– SEO/SEM/Social media– ........ but
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.... compared to more developed countries, you need to test even more on this market.
Channels to Try the MarketDaily deal websites
– Fast/still growing– Aggressive– Flexible– Attractive price– Bring E-commerce close to daily life– Educated many non e-shoppers into e-shoppers
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Flash-sales websites– Clear positioning– Exclusive– Create urgency– Aggressive marketing
Trial Results Should Be SMART
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SpecificMeasurableAchievableRealisticTime-bound
• Try out different test markets in China• Display yourself at places where people
go to find a good deal• Measure – be SMART• Get insights directly from the first
buyers and then
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Try...Optimize...Expand
Try...Optimize...Expand