lundi 22 août 2016

Wechat the new gate to Social Commerce in China

Wechat the new gate to Social Commerce in China

Social media and e-commerce have converged on smartphones in China, thanks to an innovative application. Since its launch in 2011, WeChat has grown from a messaging client to WhatsApp true style in a single window for managing lifestyle. Without leaving the application, loyal users of WeChat - whose number is fast approaching one billion - you can book an appointment with your doctor, ask for a taxi, and buy products directly from manufacturers. At least one of every five users WeChat has linked to your debit or credit, a potential bonanza of cash of which Mark Zuckerberg, can only dream of.

Wechat a Content Social Networks !

Like most professionals in the continent, his mother used instead WeChat email to conduct much of their business. The application offers everything from video calls and group chats instant news updates and easy sharing of large multimedia files. It has a service oriented similar to slack US business chat. Yu Hui's mother also uses your smartphone camera to scan QR codes WeChat people (Quick Response) who knows much more often these days than swapping business cards. Yu Hui's father uses the application to do online shopping, to pay for goods in physical stores, settle utility bills and tabs dinner with friends split, with only a few taps. He can easily book and pay for taxis, ball mass deliveries, theater tickets, hospital appointments and holidays abroad, all without having to leave the WeChat universe.

As an equity investor puts US venture, WeChat is there "at each point of their daily contact with the world, from morning till night." This state is the center of all Internet activity, and as a platform through which users find their way to other services, which inspires Silicon Valley companies, including Facebook, to closely monitor WeChat. They are entitled to cast an envious eye. People who divide their time between China and the West complain that WeChat leaving behind is like stepping back in time. Among its services, is perhaps their promise of a cashless economy, a recurring dream of the Internet age, which impresses viewers more. Thanks to WeChat, Chinese consumers can navigate their day without spending once banknotes or pulling plastic. It is the best example of how China is shaping the future of mobile Internet to consumers around the world.
source :

This is logical, for China manufactures and put to good use more smartphones than any other country. More Chinese access the Internet through their mobile phones than they do in the United States, Brazil and Indonesia combined. Many jumped from the pre-web era directly to the mobile Internet, bypassing the entire personal computer. About half of all sales over the Internet in China takes place through mobile phones, compared to about one third of total sales in America. In other words, conditions were all there for WeChat to take flight: new technologies, business models built around mobile phones, and above all, customers eager to experience. It's just a matter of time before this functionality, or something, is the norm worldwide. Now it's time for brands to begin to prepare for a future in which social media will not only be a place in the market, but also an important market in itself. Our recent work, "The use and value of information on the social network in the selective sale" describes how, unlike the current paradigm of e-commerce, selling social media will prosper no transparency and accessibility, but in strategic exclusivity.

selective sale : it works on Wechat

the media, most avid users include those who get pleasure from the envy of their peers. Facebook, Instagram and others offer a myriad of ways to show off, flaunting the latest designer handbag social concern advertising through a charitable donation announced publicly. That's why luxury companies like LVMH have seen a huge increase in the use of social media among buyers of exclusive products, limited edition, especially in the key growth markets of India and China. Naturally, LVMH has begun using social media to identify and market to customers who likes one changing her friends. Theoretically, this select group of customers - if they could be identified - would jump at the opportunity to buy a product designed just for them. So far, however, efforts by LVMH in what we call "selective sale" have been hampered by the disordered information gathering and the huge volume of data available. The seamless integration of electronic media and social commerce represented by WeChat could be the solution. Some companies are already beginning to exploit the possibilities - for example, Tiffany & Co. uses his official account WeChat to refine customer segmentation. Hitting the bull's-eye will depend on the ability of a brand to identify which customers, for all of your social media, are the objectives of greater value to the selective sale. That is where our research.
read also Why Chinese prefer to buy online 

Knowing your customers

In our study, we used mathematical models to reproduce the typical behavior of social media followers who like to show off. We also take into account the fact that companies differ in how much they know about their customers on social networks. Some know nothing or almost nothing. But there are two types of information that are useful: the degree of connection (ie, how many friends have each client) and the degree to which each client participates in a consumerist superiority (researchers call this "visibility"). totally uninformed companies obviously can not participate in any segmentation; Companies that have one or both types of information clients can use all available data to target customer cure.

Try different combinations produced a couple of interesting general principles. First, the most popular guests were not the high value of the majority. Fully informed companies did better when targeting customers with a high level of visibility and an intermediate number of followers: high enough for purchasing touch off the effect desired envy, but not so high as to reduce the novelty of product - and, by extension, its value in the game of competitive consumption - too.

Second, not all customer information is the same. It was found that knowing how many friends have every customer is much more valuable than knowing his propensity to show social media. Both types of information are better than no information, but information visibility add any value to companies who already knew the extent of social networking connections of its customers. In addition, information visibility value added amounted to between two and six percent gains in profits, while connection information presented increased profits ranging from five to 30 percent.

What Chinese customers want

The difference in value between the two types of information highlights another general principle of social means of collecting information. Information is always less valuable when describing aspects of customer behavior that align directly with business goals. In this case, the customers' own actions can compensate for lack of knowledge - the most prolific conceited are not shy about showing you what they are. They happily eligible for a program of selective sales, assuming the marketing campaign were strong in most other respects. In fact, the company can design appropriate systems that have self-selection in the relevant segments of customers.

Privacy concerns

The use of a collection process more demanding information, rather than a data dump, helps companies avoid conflict with the privacy issues that are likely to continue increasing as e-commerce and social networks They are become more intertwined. The advent of WeChat announces the transformation of social networks in digital main streets, where products can be found and displayed in an uninterrupted sequence of clicks. Looking ahead, brands will have to cultivate a neighborhood intimacy and trust with your customer base. That means that e-commerce will become more dependent on tactics adapted as selective selling, and less on off-the-rack approach.

vendredi 24 juin 2016

Top 10 tweets of the week #China #marketing

What you need to know about Chinese Market with 10 tweets.

#ecommerce #China Wal-Mart will Sell yihaodian to

Wal-Mart Stores Inc. is changing strategies in China, to reach an agreement to forge an alliance with one of the biggest e-commerce players in the country rather than continue trying to enter the fast-growing market, but competition itself same.

Wal-Mart in China

Wal-Mart said Monday it will sell its website Yihaodian to Inc., the second largest online retailer in China, after the US Alibaba Group Holding Ltd. Wal-Mart will receive a 5% stake in , valued at approximately $ 1.5 billion at recent prices, and access to the network and delivering buyers. American Depository shares rose 4.6% to $ 21.06 on the Nasdaq Stock Market amid the news, which was previously reported by The Wall Street Journal. Shares of Wal-Mart rose slightly to $ 71.10 on the New York Stock Exchange.

Chinese retail landscape has become fierce as the economy slows and consumer buying behavior moves online and for purchases of mobile phones much faster than in the United States and Alibaba are fighting for customers , promising delivery in less than an hour in some cities and pushing in rural villages. Wal-Mart has struggled to expand in the country, although it receives about a third of its US $ 482.1 million in annual sales outside the US The chain opened its first store in China in 1996, but only has about 430 there today, or one tenth more than in the US traffic Chinese foot Wal-Mart has fallen for nine consecutive quarters, although spending per trip is increasing.


The retailer first invested in Yihaodian in 2012 and took full control of the company last year. The website has built a niche in grocery sales, but represents only 1.5% of the market of electronic commerce retail China, according to consultancy iResearch. and Alibaba together command about 80% of the market.

"We have seen that high quality US retailers are going to China and not be so successful," said Charlie O'Shea, retail analyst at Moody lead. Union with "gives Wal-Mart a recess in China, it will be difficult to do it on your own," he said. The sale allows Wal-Mart to increase rapidly to online sales nationwide in China, said Dan Toporek, a spokesman. Yihaodian is strong in southern and eastern China, he said, but "greatly expands our reach to a much broader set of customers in China and also provides a physical network for delivery."
As part of the agreement, Wal-Mart is giving up its right to initiate a new Chinese website, but can still run your applications and local websites Club of Wal-Mart and SAM'S, according to financial documents. The company expects the transaction will increase the benefit by a range of 16 cents to 19 cents per share in the current quarter.
Wal-Mart said in July last year that it had taken full control of Yihaodian of its minority partner, paying $ 760 million for the 49% stake it did not own. Wal-Mart executives have said they want to move faster to grab a market of online shopping and growing Chinese mobile larger piece, slowing the growth of its store expansion in the country.

JD in China, such as Wal-Mart, has focused on direct sales to consumers. It has sought to expand its offerings as it competes with the largest Alibaba, which operates the consumer website Taobao consumer and merchant-consumer market-Tmall. Unlike Alibaba, built largely out of their own logistics network, including dozens of stores and tens of thousands of workers delivery. has been eroding the market share of Alibaba, and revenue growth has exceeded Alibaba over the past seven quarters. Still, its market share in selling products online to consumers is about 23%, compared with 58% of TMALL, according to consultancy iResearch. Competition has intensified in the niche grocery Yihaodian as local retailers in China have gone online and many new companies have entered the field of selling things as diverse as imported avocados and dishwashing detergent. The agreement will help expand its selection of products imported using the supply chain Wal-Mart, Toporek, spokesman for Wal-Mart said. has strengthened its food supply, for example, through its investment in FruitDay, a retail Chinese products online, and is expanding imports, including signing agreements with Australian companies milk and meat producers and US vegetables.

Morgan Stanley advised Wal-Mart in the last agreement, while did not have a financial advisor.


dimanche 12 juin 2016

Wat Chinese consumer they buying online ? #ecommerce

What Chinese consumer they buying online ? 

 We found that consumers are generally more selective in their spending. They allocate more of their income on services and lifestyle of the half-plane more experiments to spend more on leisure and entertainment (50 percent increase in revenue at the box office last year is just an indicator of this tendency). Meanwhile, spending on food and beverages for domestic consumption is stagnant or even in decline. Chinese consumers are increasingly trading from mass products to high-end products: we found that 50 percent are now seeking the best and most expensive offering, a significant increase over previous years

High End consumption in China ! 

. It is therefore not surprising that the growth of high-end segment is faster than the mass segment and value, and foreign brands still hold a leading position in this high-end market. Moreover, an increasing proportion of Chinese consumers focus on a few brands, and some are more faithful to the simple marks. The number of consumers willing to switch to a brand outside of their "short list" fell sharply. In clothing, for example, the number of consumers willing to consider a brand they had not before fallen about 40 percent in 2012 to just under 30 percent in 2015.
Be part of the closed set of the few brands that consumers consider or even a brand that consumers prefer, is increasingly difficult. Fewer consumers are open to new brands and promotions become less effective to encourage consumers to consider. A few notable exceptions, such as the increasing share of premium-smartphone market Huawei, Chinese brands have not gained much traction in many high-end segments, such as skin care, cars, sports and fashion. This contrasts sharply with the mass market segment, where local brands are gaining market share among foreign owners by offering a much stronger proposition of the product.

E-Commerce in China

jeudi 2 juin 2016

5 good reading this week ! #China #Digital #Marketing

3 good reading this week !

#China #Digital #Marketing

Wechat marketing

In China more than anywhere else, instant chat applications are increasingly used and represent a real challenge for companies wishing to break into the digital market. With a strong head start, WeChat is the undisputed leader in China and offers to brands an efficient way to communicate. Here we will give you some insights of what this application can offer to its professional customers.

Famous Chinese vlogging Papi Jiang 

The Chinese government is very well known for its love for censorship online and offline. Throughout history China has been very sensitive on the freedom of expression: political matters, religion, and so on. The Chinese government created what we call: “The Great Firewall of China” which literally blocks any kind of foreign websites that doesn’t abide to the government’s rules.  As you may already know, Facebook and Google to name only a few are forbidden in China.
The government has had a hold of Internet in China for several years now and it won’t stop sooner or later.


Business in China in travel industry 

A 2010 basic election helped bring five ages of armed forces junta guideline and isolation to a finish in Myanmar (also called Burma). Since that time, various initiatives have been performed to reconnect the Southeast Asian country with those other entire world. Its government and tourism board are both keen to show that Myanmar’s days of forced labor and gross human rights abuse are behind it, and instead show the world the actual richly cultured nation provides: beautifully intricate architecture by means of its famed ancient pagodas and Buddhist shrines, flavorsome and exotic foods, and its own inviting and diverse people.

Digital strategy for winners in China

bill gates
“ The Internet is becoming the town square for the global village of tomorrow.” Bill Gates
China, with more than 660 million of Internet users is one of the biggest web communities in the world. If you are a company looking to expand its business in China, I am sure you will greatly appreciate the following 5 digital strategies, which will ensure your success in China.

Baidu in Trouble 

Their State Internet Information Office has been flooded with open public problems about Baidu, it said in a assertion. The problems also stated Baidu experienced leaked users’ private information state-run Xinhua information company reported. Furthermore, some serp’s on Baidu aren’t impartial or objective, and its own media route has multiply unsafe information including assault and terror.
It isn’t yet clear the type of abuse will get, but Baidu was fined more than 210,000 yuan (about $33,800) in March this past year to carry online publications without a permit and uploading pornographic books onto its app.
- See more at:

lundi 16 mai 2016

The Five Biggest Challenges to Doing Business in China

Kent Kedl, greater China and north Asia managing director for global risk consultancy Control Risks, stopped by Asia Society Studios in New York recently to discuss common problems related to doing business in China.

"As business people, our goal is to reduce complexity," Kedl said. "We want to reduce risk by understanding the complexity and then packaging it up so we can identify it. China resists that at every turn."

In the video embedded above, Kedl breaks down the five biggest challenges he sees businesses struggle with in China:

1. Understanding why you're doing business in China in the first place.
2. Learning how to deal with a lack of information.
3. Figuring out the "story behind the story."
4. Being aware of the role of the government.
5. Avoiding generalizations and acknowledging China's regional complexities.

lundi 9 mai 2016

5 steps to start my Digital marketing in China

5 tips to start an effective Marketing campaign in China 

 1- Understand Chinese culture Like Serpenza

If a proposal is not realistic or business, many Western companies see China at one time or another in order to enter the market and making large sums of money. At least that's the theory.

China is a huge country with lots of increasingly aware of brands and products (actually) Western people. This is the prize that many Western brands are seeking and why many are already in China trying to establish its position in the market. For those involved in the marketing and digital marketing, in particular, China presents a whole different set of challenges: consumers behave differently, vendors use different styles of pitching and even how many products are paid by consumers is very different than in Western markets. In addition, China is home to a large number of Internet companies with unfamiliar names that have an almost unbelievable number of users. Obviously, companies seeking to develop their brands in China must adopt different approaches to the development of their brands.

Media in China, use them to build trust 

The appearance of the features is the complicated relationship highly censored media of China, the state has with major social networks in the world. Facebook and Twitter are technically banned in China, but almost unknown to 640 million Internet users in the country. In the features, Xinhua English screenshots typically provides messages of social media on China. These messages usually come high media profile Western media as the New York Times (which is blocked in China), the Wall Street Journal (ditto), CNN or BBC. Taken together, these highlights of the news are usually as boring as own coverage for China Xinhua. The posts are cherry-picked to show how foreign media represents China as a stable nation with a competent management ready to handle your unique challenges. Take, for example, it has been further highlighted by the BBC.
The starting point for Western companies is to understand where your brand (s) has an advantage over indigenous products and service providers. In general, Western brands (especially the luxury market) have high levels of reliability and perceived authenticity and unfortunately for many consumers, high tarrifs as well. This image of reliability and authenticity account of much interest in Western brands. This applies both B2C and B2B markets. So given these perceptions, many digital marketers need to find ways to amplify these feelings and reach a large group (target).

Social Networks in China 

The social web is an excellent channel to emphasize these attributes. But if there is no web presence, or the presence does not meet the cultural and commercial expectations, it can be extremely damaging to the brand value.

Wechat do you know this App? 

Check this article 

If you are looking into developing your business in China, your strategy should definitely include a well-though digital strategy. One of the biggest social media platforms in China is WeChat. I will now give you in this article 20 tips to use WeChat the best way possible.
Create an official account First thing to do is to create a WeChat account. You can easily subscribe to a normal “personal” account by downloading the app, filling in the form and verifying your account with the code they sent you by text. This kind of account is very limited and won’t allow you to create an audience for your brand. What you should do instead is go on create an official account by visiting the WeChat official website and fill in an Official Registration form.

This is because the Chinese use the web for purchases more than their counterparts elsewhere investigation. They like the content heavy websites, and often are beyond the results of the first search page. And the absence of a web site indicates a company with no credibility. You must have a website, although it is simple to be taken seriously in China. This axiom is amplified by the fact that Chinese consumers tend to be skeptical of "official" comments and product classifications, rather than relying on what other consumers have written around the web.

Your Website and Search Engine like Baidu 

Some key points in its strategy of Chinese website - not just add Mandarin pages to a Web site Western. The pages will not be visible in Chinese search engines (like Baidu and Qihoo). Therefore, it is necessary to have a micro-site located built from scratch with the habits of Chinese browser, design standards and its Chinese character consumer in mind.

SEO in China is difficult 

For better accessibility and SEO, hosting your website within China or look through a content delivery network (CDN) having nodes in China. Note - if you host your site in China will have an ICP license required by the Chinese government for all business websites, but getting one is a matter of formality and takes 8 weeks.
more information here

E-Commerce in China is different : use JD and tmall 

Chinese e-commerce giant Alibaba's revenue surged 39% year-on-year in the first 3 months of 2016, the company said Thursday, May 5, its fastest growth in the last 4 quarters.Revenue hit 24.18 billion yuan ($3.75 billion) for the 3 months to March, it said in its quarterly results announcement, defying both China's economic slowdown and increasing competition in the world's biggest e-commerce market.The quarterly revenue figure beat analysts' average estimates of a 33% rise.Alibaba's net income attributable to shareholders rose 85% year-on-year in the quarter ended in March to $832 million, the company said.For the full financial year that ended in March, net income rocketed 196% to $11.08 billion."Our excellent results this quarter reflect the unique strength of our core e-commerce business despite challenging economic conditions," Alibaba's chief financial officer Maggie Wu said in the statement.Alibaba is China's dominant player in online commerce with its Taobao platform estimated to hold more than 90% of the consumer-to-consumer market, and its Tmall platform is believed to have over half of business-to-consumer transactions.

Web in China

850 million dollars more Chinese Internet users are much more likely to access the Web from a mobile device (about 85% to evaluate web comes through mobile devices). It is also very common for Chinese consumers to check prices at an online store or as Taobao physically while shopping in a retail outlet. In addition, as mentioned above, social media is more widely used when making purchasing decisions. China posted on review sites, the share of micro-blogs and BBS write about likes / dislikes. In the luxury sector 70-80 percent of purchases are made based on the recommendation of social media-driven peers.

A key difference in China compared with the West is that there is a much wider use of the Internet on a regular basis demographic. No age group, social or income that do not use more intensely than their Western counterparts, and all are highly influenced by recommendations from others. They want to learn about the value, but also learn about the latest trends and fashions. The latter applies to big ticket items in particular.

VIDEO in China the futur of Digital 

Although there are equivalent to Facebook, Youtube and Twitter-all with their own non-unique functionality they are also social media platforms niche high volume, as Qzone or Renren, which are mainly used by large numbers of recent graduates. are also very popular Youku or Tudou meipai, miaopai or tencent video