Erfolgsfaktoren für Schweizer Markenhersteller in China

Transkript

1 Erfolgsfaktoren für Schweizer Markenhersteller in China Michael Simonet Founder & CEO - Qingdao Alea E-Commerce Co.Ltd XBorder Digital Commerce

2 CONTENTS 01. The aha Moment 02. Critical Success Factors Overview 03. Influencer Marketing 04. Take Home Message

3 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.

4 01 The aha moment Investing this 5 minutes for a more clear (Digital) picture of China. You need that basics first!

5 Source: China Internet Report Abacus

6 The Digital / Social Landscape Source: Tencent Official Wechat Account Social Apps with large audiences, extending beyond BAT Source: Totem Media social marketing in China

7

8 Source: China Internet Report Abacus

9 Understand the difference of E-Commerce

10

11 02 Critical Success Factors An Overview of the most important Factors

12 Critical Success Factors from my Experience: 2. Localization is Key Be open Use a local partner 1. Clear Target Consumer 3. Kick-ass Consumer Journey Sophisticated research Know exactly how they tick Clear Digital Strategy Influencer Marketing

13 2.1 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

14 2.2 Localization is Key Cultural adjustments / Local Partner USP adjustments Packaging adjustments Be Open Media adjustments Physical adjustments

15 2.3 Consumer Journey in China 1. Develop high-value and personalized products 6. convert directly to sales 2. Social Commerce Momentum Consumer 5. Be fully searchable Journey 3. Brands need to be more fresh 4. Video = Awareness Source: Totem Media social marketing in China

16 03 Influencer Marketing Key Opinion Leaders best practices

17 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

18 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

19 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

20 04 Take home message What have we learned today?

21 Take home message Right Product Develop high-value and personal- and lcalized products Target audience Define a clear target consumer Swiss made main sales argument (not a definite Statement, according to category) 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 Local partner Localization is Key Don t be too Swiss Be fast and agile

22 Take home message Reach out for: PPT Mind Map My top research report list on China WeChat: scan QR code Michael Simonet

23 Thanks Michael Simonet Qingdao Alea E-Commerce Co.Ltd