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Made for China. Launch Your Consumer Brand in China in 3 Steps.
The Chinese consumer market surpassed Japan as the second largest consumer market after the USA in 2013. Chinese consumers look for quality and innovation and recognize these qualities in European brands. Large global mass consumer brands as well as smaller niche brands can profit from the growing purchasing power of Chinese consumers. Entrepreneurs approaching the Chinese consumer market start by making a market study first. Questions here are how much demand is there for the product, what about price levels, competition, how should I adapt my product to local market needs etc.
In my presentation I analyse different income levels, geographical income spread, growth in different consumer categories, 6 different consumer types based on income and social orientation, and important market trends. Next we discuss the advantages and disadvantages of physical presence and online sales channels, as well as some practical issues related to business registration in China. Then, I go in to detail on how to sell and promote your products through e-commerce channels like Alibaba's Tmall.com and m-commerce channels like Tencent's Wechat.
This presentation was given to an audience of students in Sinology and Applied Economics at the University of Ghent in Autumn 2014.
•Research from the Economist shows China has surpassedJapan in 2013 as second largest consumer market after the USA.
•Analists forcast a rise of private consumption levels in China from the current 35% of GDP to 45-50% of GDP in 2020.3
Establish firm corporate/brand identity
Reference for official product information, prices etc.
ICP licence of Ministry of Industry and Information Technology (工业和信息化部)
•E-commerce & M-commerce platforms
No mainland China business registration needed for tmall.hk
Business registration needed for tmall.com
Retour service in China
Customer service in Chinese
RMB payments = Chinese bank account
Owner of the store must be formal or exclusive representative of the brand
Dealers with distribution rights without geographic restrictions in the Greater China region
Franchisees with rights to distribute licensed product and valid license from Franchisor
Set up Store
Promote within Tmall
Promote through other channels
TMALL BRAND PROMOTION
•Center ads +/-80,000yuan/day
•Sidebar ads +/-45,000yuan/day
•Recommends products to users who have added these to their wish list, and works on bid-basis
•Bids range from 0.1 to 100 yuan
•Post your advertisement on Taobaoforum
•E-mail your customers the latest catalog