erfolgsfaktoren für schweizer markenhersteller in china€¦ · influencer marketing 04. take home...

Michael Simonet

Founder & CEO - Qingdao Alea E-Commerce Co.Ltd.

2018 XBorder

Digital Commerce

Erfolgsfaktoren für Schweizer Markenhersteller in China

CONTENTS 01. The aha Moment

Critical Success Factors Overview 02.

Influencer Marketing 03.

04. Take Home Message

Qingdao Alea E-Commerce Co. Ltd.

Michael Simonet

• 7+ Years of China Business Development Experience

• Been living in Tier 1 and Tier 2 Cities

• fluent in Mandarin, English and German

• Experience of running a Chinese WFOE from scratch

• Strengths in FMCG – Premium Food

• Setting up the most successful cheese online shop in

China on Tmall.com

• Founded Alea E-Commerce (Dec 16) and Swisscloud

Consulting (April 16) for helping Foreign brands to enter

China, with a E-Commerce strategy.

01 The aha moment Investing this 5 minutes for a more clear (Digital) picture of China.

You need that basics first!

Source: China Internet Report 2018 - Abacus

The Digital / Social Landscape

Social Apps with large audiences, extending beyond BAT Source: Totem Media – social marketing in China

Source: Tencent – Official Wechat Account

Source: China Internet Report 2018 - Abacus

https://item.jd.hk/1982103835.html

Understand the difference of E-Commerce

02 Critical Success Factors An Overview of the most important Factors

1. Clear Target Consumer 3. Kick-ass Consumer Journey

2. Localization is Key

• Clear Digital Strategy

• Influencer Marketing

Critical Success Factors from my Experience:

• Sophisticated research

• Know exactly how they tick

• Be open

• Use a local partner

Clear Target

Consumer

Here are three examples of post 90s and

80s personas which we see as being

indicative of the innovative modern

Chinese consumer

Source: Pwc – global consumer insights survey

2018 China report

2.1

Be Open

Media adjustments

USP adjustments

Physical adjustments

Cultural adjustments /

Local Partner

Packaging adjustments

2.2 Localization is Key

Consumer

Journey 5. Be fully searchable 3. Brands need to be more fresh

2. Social Commerce Momentum

4. Video = Awareness

1. Develop high-value and

personalized products

2.3 Consumer Journey in China

6. convert directly to sales

Source: Totem Media – social marketing in China

03 Influencer Marketing Key Opinion Leaders best practices

KOL best practice 1

WeChat Group Sales KOL

Aufmerksamkeit während der Zusammenarbeit führt

zu mehr Engagement, und somit zu besseren Artikeln.

Der KOL ist auch ein Mensch, nicht ein Tool, Respekt

und Mitgefühl hilft enorm.

Product Seeding

Produktüberzeugung

Bessere Resultate

Bombastischer CTA, spezial Preis

KOL best practice 2

WeChat KOL

Der KOL versteht seine Followers am besten und

kann somit gezielt Content erstellen.

Der Content hat nichts mit den normalen USPs zu tun,

sondern nur mit KOL Selbstanwendung und key

findings basierend auf ihrem empfinden.

Product USP ≠ Target user USP

Massgeschneiderter Content für followers

Bessere Resultate

Bombastischer CTA, spezial Preis

KOL best practice 3

Live broadcast Cooking KOL

KOLs haben oft WeChat Gruppen für die Hardcore

Fans. Diese sind in der Regel extrem loyal und sehr

Kauffreudig.

Meistens bringt der Post/Show keinen ROI, aber eine

gezielte mini Kampagne für seine Superfans schon.

Nachfragen nach Superfans

Eigene mini Campagne fuer Superfans

Bessere Resultate

Bombastischer CTA, spezial Preis

04 Take home message What have we learned today?

Right Product Target audience

Local partner

Take home message

• Localization is Key

• Don’t be too Swiss

• Be fast and agile

Use Digital

• Use digital to catch the momentum of the

tech savy 80s and 90s

• Influencer Marketing as main investment

• Have lots of content ready

• Develop high-value and personal- and

lcalized products

• Define a clear target consumer

• Swiss made ≠ main sales argument

(not a definite Statement, according to category)

Take home message

michael@swisscloud.cn

WeChat: scan QR code

Michael Simonet

Reach out for:

• PPT

• Mind Map

• My top research report list on China

Thanks

Michael Simonet – Qingdao Alea E-Commerce Co.Ltd