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TRANSCRIPT
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
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