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.
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Charles Chan - How to start selling your product in China
1.
2. Key Challenges in China market entry
Soaring Rent & Distribution Channel Cost
3. Summary in China Market Entry through eCommerce
1
Develop a China Consumer Strategy
2
Decide on the Right e-Channels
3
Setup a suitable Operations & Organizational Model
4
Build Traffic, Optimize Conversions, Acquire & Grow Customers
4. 1
Demographic of Chinese consumers is diverse
Competition is fierce in most categories
What’s your Brand’s STP in China?
(Segmentation, Targeting & Positioning)
5. Deciding on the Right e-Channel
2
Different eCommerce Channel Models in China
brand.com
mall-operate branded store
brand-operate marketplace store
authorized online distribution
7. Setup a suitable Operations & Organizational Model
3
Payment methods in China
Alipay, China UnionPay, Direct Debit, etc
Most people don’t have credit card and are unable to pay non-RMB transactions
8. 3
Setup a suitable Operations & Organizational Model
Customer Service – Live Chat
Hotline & Live Chat for both Pre-Sales & Post-Sales is a must in China
AliWangWang is the standard
Live Chat platform for Tmall & Taobao
9. 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
10. 4
Build Traffic, Optimize Conversions, Acquire & Grow Customers
Grow your eCommerce business under the Chinese ecosystem
E-DM
Directory
Search
(SEM/SEO)
Display
Ads
Brand.com
CSE
Product
Search
Affiliate
Marketing
Social
Media
11. 4
Build Traffic, Optimize Conversions, Acquire & Grow Customers
Tmall & Taobao have its completely separate ecosystem
聚划算
Group
淘宝客
直通车
Buying
PPC
CPS
Search
钻石展位
站内活动
PPC
Display
Event
Tmall
淘金币
淘帮派
Points
Community
微淘
Social
Shopping
一淘
CSE
Notes de l'éditeur
When you plan for your brand and products to enter the China market, what you will find is that rent or distribution cost is soaring, and even so this may only give you a limited presence to certain cities and regions. In comparison, selling online immediately gives you a national presence, which can be a good alternative option for your China entry, or at the very least, a complimentary option to your offline presence.