Wenli Liao - How to leverage consumer insights and marketing intelligence to build your business in China

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Information about Wenli Liao - How to leverage consumer insights and marketing...

Published on February 17, 2014

Author: thechinagap

Source: slideshare.net


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

Wenli Liao CEO of Dataotuan

How to leverage consumer insights and marketing intelligence to build your business in China

Understanding the Chinese Market Big Rapid growth Complex 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

Challenge vs = Opportunity 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. 8

Challenge vs = Opportunity Challenge = future opportunity – Logistics Big Ecommerce sites and delivery companies have seen it as an opportunity and took action – Lower internet penetration Increasing steadily in tier 3/4 cities – Users recognition of Ecommerce Stimulated by daily deal, flash-sales sites 9

Brand building on the Chinese Market Trial Measure Optimize Expand 10

How to Enter the Market Important channels to enter a market •Ecommerce site – Online sales channels – Partnership – SEO/SEM/Social media – ........ but .... compared to more developed countries, you need to test even more on this market. 11

Channels to Try the Market Daily deal websites – – – – – – Fast/still growing Aggressive Flexible Attractive price Bring E-commerce close to daily life Educated many non e-shoppers into e-shoppers Flash-sales websites – – – – Clear positioning Exclusive Create urgency Aggressive marketing 12

Trial Results Should Be SMART Specific Measurable Achievable Realistic Time-bound 13

Try...Optimize...Expand • 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 Try...Optimize...Expand 14

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