Digital You Can Trust | The Digital Kingdom of China
•
3 recomendaciones•257 vistas
Today at Trusted Conf. we’re talking about Digital Marketing in China: The Middle Kingdom, The Digital Kingdom, with Erran Su, PPC Specialist. We'll cover: *Why China? *Digital Landscape in China *Top Trends in Digital China *How to Win in China
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Similar a Digital You Can Trust | The Digital Kingdom of China
Similar a Digital You Can Trust | The Digital Kingdom of China (20)
Más de In Marketing We Trust
Más de In Marketing We Trust (20)
Último
Último (20)
Digital You Can Trust | The Digital Kingdom of China
- 1. Digital You Can Trust | Digital In China PRESENTER: Erran Su DATE: Sept 2019
- 2. Digital You Can Trust | Erran Erran Su PPC Specialist About me: ● Before 2006 - the very south of China ● 2006-2011- Perth, AU/Vermont, USA ● 2012 - present - Sydney, AU/Vienna, Austria ● Former Accountant ● Coffee addict ● Finance Enthusiasts
- 3. Digital You Can Trust | The Middle Kingdom, The Digital Kingdom
- 4. Digital You Can Trust | Why China? Agenda Digital Landscape in China How to Win in China? Q&A Top Trends in Digital China
- 5. Digital You Can Trust | Why Do We Need to Talk About China?
- 6. Digital You Can Trust | Australia: 25.2million Shanghai: 26.32million That’s 1.8%of China Internet Penetration & Total Number of Users (2019)
- 7. Digital You Can Trust | Average income in China continues to rise at a fast pace, together with government push for “consumption upgrade”, there is enormous potential in this market. Source: Statista Forecast GDP per Capita
- 8. Digital You Can Trust | China is home to dynamic digital innovators and is a leading global investor in the latest technologies Source: McKinsey
- 9. Digital You Can Trust | Superapp Social +Shopping Live stream/ Short Video Successful Chinese digital model are being copied worldwide
- 10. Digital You Can Trust | Massive volume of data generated, the size of population allows big scale R&D Strong policy support from the government for tech & innovation Consumers are increasingly well- off and sophisticated
- 11. Digital You Can Trust | What does the digital landscape look like?
- 12. Digital You Can Trust | You’ve heard of FAANG, now it’s time for…. Baidu Alibaba Tencent Toutiao Meituan Didi
- 13. Digital You Can Trust | Each of BAT TMD has built an ecosystem of their own
- 14. Digital You Can Trust | Search - Baidu still wins but plagued by poor experience Baidu is still the top search engine in China thanks to the exit of Google. However, lack of innovation and a series of scandal has cost popularity and trust of the platform. Traditional PPC ads are still important and effective but marketers have a wider range of options beyond search.
- 15. Digital You Can Trust | Search - Google is back in the game, officially…... Google is back in China, with new initiative to help domestic companies expand overseas.
- 16. Digital You Can Trust | Social - The superapp WeChat miracle continues WeChat hit 1 billion daily active user in 2019 and continues to grow. The platform has become an essential tool for marketers to promote products & service through paid news feed, sponsored content and mini-program.
- 17. Digital You Can Trust | E-Commerce - There is no place like Alibaba China’s E-commerce sector has grown exponentially over the last 10 years and Alibaba is by far the biggest player in the space with over 10 million Annual Active Sellers over 300 million number of orders per year. Alibaba annual gross merchandise volume
- 18. Digital You Can Trust | Short Video - What’s your TikTok strategy? TikTok has seemingly exploded from nowhere to become one of the most downloaded apps in the world. The app allows user to upload up to 15-seconds long videos and targets a younger generation. Recently, the app hit 400 million MAU in China. ● They can create their own channel and upload relevant videos through their channel ● They can work with influencers to spread content to a broader audience ● They can pay to advertise on TikTok How can brands market on TikTok?
- 19. Digital You Can Trust | KOL - From Search-based Shopping to Recommendation-based Shopping Influencers are more effective at driving purchases and are becoming the most popular advertising method. KOL, also known as an influencer, is the most preferred marketing format by advertisers. Li Jiaqi, a beauty vlogger, who has 24 million followers on TikTok and 4 million followers on Taobao livestream, holds a record of selling 15,000 lipsticks within 5 minutes.
- 20. Digital You Can Trust | What’s happening in Digital China?
- 21. Digital You Can Trust | China is racing ahead with 5G revolution:
- 22. Digital You Can Trust | China is going big on AI Paying subway fare: At the Futian station in Shenzhen, instead of presenting a ticket or scanning a QR code on their smartphones, commuters can scan their faces on a tablet-sized screen mounted on the entrance gate and have the fare automatically deducted from their linked accounts. Shopping: JD.com’s 3D Fitting Room gives shoppers the ability to try on clothes through a customised avatar with similar hair, face and body dimensions. Browsing content: Chinese news aggregator Toutiao recommends personalised news articles to people with different interests based on its AI-driven algorithms. Customized recommendations: AI-driven recommendation engines offer users products and content tailored to their preferences. Access control: Facial recognition and machine learning technology grant users faster and more reliable access to certain places, resources and information.
- 23. Digital You Can Trust | New Retail - Online + Offline Led by Alibaba, “New Retail” which combines online and offline shopping experience is starting to emerge across China in ways that promise big gains for consumer product companies that act decisively and systematically while causing others to lag behind.
- 24. Digital You Can Trust | How to win in China?
- 25. Digital You Can Trust | China is a lucrative market, but it’s increasingly difficult to crack Don’t be lazy, localise Do the research, talk to locals and don’t make assumptions Stay on top of the latest trends & development Know where your consumers are, both online and offline
- 26. Digital You Can Trust | A localised name, logo, experience and even business model can define your brand’s success
- 27. Digital You Can Trust | It’s a vast but complicated market. It’s hard to understand it from the outside, so don’t just make assumptions. Chinese consumers are all the same Chinese love all foreign brands Chinese don't care about privacy Chinese are no longer poor
- 28. Digital You Can Trust | The spending power, shopping habits, taste and favourite digital platforms can vary greatly depending on who your target customers are. Living in: Shanghai Occupation: Management Consultant Salary: CNY 40,000 /month Shops on: Taobao (Alibaba) Favorite brands: Channel, Starbucks, Lululemon Living in: Zhengzhou Occupation: Office Admin Salary: CNY 45,00 /month Shops on: Pinduoduo Favorite brands: Prefer value over brand
- 29. Digital You Can Trust | The speed of change in the digital landscape and consumer trends in China is so fast that things might have changed when this presentation ends. Luckily, there are more resources than ever for us to stay on top of the trends. Consultancy Podcasts Blogs
- 30. Digital You Can Trust | Thank you!
Notas del editor
- China has a population of 1.4 billion. To put that into context, Shanghai has a population of 26.32 million in 2019, more than entire population of Australia, and the city only account for 1.8% of China. Every year, China’s population grows by about 20 milion China also has the highest number of internet user (829M) Should the penetration rate reach the level of the US at 89%, there will be 1.23B internet users in the country
- Despite recent development, average income is still relatively low compared to the West and continues to grow, this represents massive untapped opportunity
- It’s not only the size of the market is growing, but also the sophistication in the technology space China now ranks 2nd for number of unicorn and rapidly catching up with the US In some areas, China has overtake the US, and expanding the lead
- Successful digital models such as Superapp, Social + shopping and Live Stream are being copied beyond China
- China has several unique advantages in digital transformation
- The west’s digital world is dominated by FAANG, but the majority of the platforms are blocked in China. Instead, China has BAT and TMD
- Each of the giants have built a ecosystem, leading by Alibaba and Tencent. It’s safe to say every Chinese internet user has daily interaction with at least one of the platforms
- Search engine is still big, but far from the dominated platform like Google Lack of innovation and
- Google has big ambitions in China after leaving the country in 2004 The company has started a new initiative to help local companies conquer overseas market
- The powerful WeChat has created a concept of Superapp, where anything can be done within the single platform
- https://www.go-globe.com/alibaba-statistics-trends/ China’s ecommerce has exploded over the last decade, led by Alibaba Overseas products are very popular in China Single day (11.11) has become the largest shopping day on earth, doubled the amount of Cyber Monday and Black Friday combined
- https://www.businessofapps.com/data/tik-tok-statistics/ TikTok has become a phenomenon in China, and now globally Live stream and short video is now one of the hottest digital advertising channel
- Influencer marketing is a massive industry in China and proven to be a far more effective channel for brands to sell their products than traditional paid campaign
- China regards next-generation 5G networks - which offer faster data rates, reduced latency, energy savings, cost reductions, higher system capacity and massive device connectivity - as a chance to get out in front for the first time. What is 5G? The fifth generation of mobile technology means more than just faster data speeds and greater network capacity. It also provides a foundation for connecting an unlimited number of machines to one another for day-to-day communication. A 5G network will support: a million connected devices per square kilometre; transmitting a package of data with a delay of just 1 millisecond and peak data downlo
- https://www.bain.com/insights/embracing-chinas-new-retail/ https://daxueconsulting.com/new-retail-in-china-daxue-consulting/
- Brands that put in effort in localisation has enjoyed great success in China