Published on February 13, 2014
Key Challenges in China market entry Soaring Rent & Distribution Channel Cost
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
1 Demographic of Chinese consumers is diverse Competition is fierce in most categories What’s your Brand’s STP in China? (Segmentation, Targeting & Positioning)
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
2 Deciding on the Right e-Channel Tmall and the rest
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
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
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
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
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
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