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Wenli LiaoCEO of Dataotuan
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How to leverage consumer insights and marketing
intelligence to build your business in China
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Big
Complex
Understanding the
Chinese Market
Rapid growth
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China - Not ONE Market
Big Difference by Region
Huge Difference between Tier 1-4 Cities
Very Different Speed of Growth
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Trend Internet Penetration
Data source: 2012 CNNIC 6
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Online Shopping Spending
Data source: McKinsey online shopping survey, 2013 March 7
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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
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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
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Challenge vs = Opportunity= future opportunity
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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.
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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
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Trial Results Should Be SMART
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SpecificMeasurableAchievableRealisticTime-bound
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• 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