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Winning tips
Capturing shoppers’ demand
Think small to win by segmenting the shoppers and identify their unique 
“shopper personalities”

Identify the most valuable mission by a retail customer to develop a stronger 
shopper‐focused value proposition, to win more shoppers

Connect shoppers’ instore navigation with the layout planning and let them 
govern the in‐store location of various point‐of‐sales

Change design & merchandising principles according to shoppers’ interaction 
before shelf

Take consumer demands on product specifications (function, flavor, etc) into 
careful consideration when driving on‐shelf assortment.

Leverage consumer differences by geographies in order to capture highest 
available sales with product assortment.
Innovation
The amount of “in China for China” innovation is growing.  To succeed, it 
requires ongoing investment and commitment.

What it takes to win in China is similar to other markets, but the degree of 
difficulty is, in some ways, higher.

Being “first to market” has advantages, but followers can win if they move fast 
or differentiate themselves.

Multi‐nationals and local companies generally follow different paths, each 
leveraging its own strengths, but each can learn from the other.

Local companies are increasingly pursuing and succeeding in the higher‐
priced, premium segment, often by leveraging distinct “Chinese” elements.

Local market knowledge and continuous investment are essential foundations 
to success, but talent and a rigorous process are the key differentiators for 
companies that win through innovation.
Retailer
    Don’t rely on just experience for potential city selection…
    You need to use more comprehensive and systematic ways – in order to reduce the
    risk & increase ROI.
    Understanding your shopper is even more crucial in lower city tiers.  Shoppers from 
    different city tiers have varied behavior & needs. Low prices & promotions on their 
    own won’t win.. You must first understand your consumer…
    Be flexible in store formats when entering to lower tier cities. Understanding 
2
    local shoppers & competition is crucial.
    Building brand awareness & gaining customer loyalty are the most important 
    strategies for retailers to achieve long term success, especially when entering lower 
2
    tier cities
    Be a pioneer and introduce new concepts & trends from higher tier cities.
    However don’t forget the importance of local culture and favorites…
In Automotive
Form emotional connections with lower tier consumers ‐ friendly, warm,
inviting and caring

In your marketing communication ‐ build a trustworthy brand image that
offers a higher value of service
Make good use of the internet, social media and physical displays ‐ to reach out to
target consumers in a more approachable manner

Dealer network expansion and training of sales and service staff will further improv
brand visibility in lower tier cities ‐ as well as playing a more important role in
influencing consumer decision
Utilize the Internet and Physical Displays to Enhance Brand Awareness 
Retail Banking
Huge opportunity exists in all tiers of cities in China. In tier 1 and tier 2 cities 
product penetration is relatively high; gain market share via differentiation.

Tier 3 and 4 city opportunities exist in increasing product penetration


Channel usage is skewed towards branches. online, ATM and telephone banking
can be utilized for basic banking services thereby easing pressure on branches
Good service is the most important factor affecting customers’ choice ‐ apart from 
branch (channel) coverage. Nielsen research shows that customers perceive no 
difference in service among big banks. 
Customer experience is delivered through every touch point. It is important to
deliver high quality service via every touch point!

Financial institutions with strong customer experience enjoy strong brand equity, 
higher acquisition rate and greater loyalty from its customers
How to Win Digital Consumers
Understand the key issues driving online sentiment… it starts with listening


Create an “authentic” online interaction with consumers; be relevant, speak 
their language, leverage their celebrities
Look for ways to let consumers tell your story for you… rather than advertising 
products, engage audience in your community efforts & feature developments, 
etc.
Understand online buying for your product category and have an online sales 
strategy

Don’t forget mobile is an increasingly important part of the internet
Winning tips

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Borderless Access - Global B2B Panel book-unlock 2024
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Winning tips

  • 2. Capturing shoppers’ demand Think small to win by segmenting the shoppers and identify their unique  “shopper personalities” Identify the most valuable mission by a retail customer to develop a stronger  shopper‐focused value proposition, to win more shoppers Connect shoppers’ instore navigation with the layout planning and let them  govern the in‐store location of various point‐of‐sales Change design & merchandising principles according to shoppers’ interaction  before shelf Take consumer demands on product specifications (function, flavor, etc) into  careful consideration when driving on‐shelf assortment. Leverage consumer differences by geographies in order to capture highest  available sales with product assortment.
  • 3. Innovation The amount of “in China for China” innovation is growing.  To succeed, it  requires ongoing investment and commitment. What it takes to win in China is similar to other markets, but the degree of  difficulty is, in some ways, higher. Being “first to market” has advantages, but followers can win if they move fast  or differentiate themselves. Multi‐nationals and local companies generally follow different paths, each  leveraging its own strengths, but each can learn from the other. Local companies are increasingly pursuing and succeeding in the higher‐ priced, premium segment, often by leveraging distinct “Chinese” elements. Local market knowledge and continuous investment are essential foundations  to success, but talent and a rigorous process are the key differentiators for  companies that win through innovation.
  • 4. Retailer Don’t rely on just experience for potential city selection… You need to use more comprehensive and systematic ways – in order to reduce the risk & increase ROI. Understanding your shopper is even more crucial in lower city tiers.  Shoppers from  different city tiers have varied behavior & needs. Low prices & promotions on their  own won’t win.. You must first understand your consumer… Be flexible in store formats when entering to lower tier cities. Understanding  2 local shoppers & competition is crucial. Building brand awareness & gaining customer loyalty are the most important  strategies for retailers to achieve long term success, especially when entering lower  2 tier cities Be a pioneer and introduce new concepts & trends from higher tier cities. However don’t forget the importance of local culture and favorites…
  • 5. In Automotive Form emotional connections with lower tier consumers ‐ friendly, warm, inviting and caring In your marketing communication ‐ build a trustworthy brand image that offers a higher value of service Make good use of the internet, social media and physical displays ‐ to reach out to target consumers in a more approachable manner Dealer network expansion and training of sales and service staff will further improv brand visibility in lower tier cities ‐ as well as playing a more important role in influencing consumer decision Utilize the Internet and Physical Displays to Enhance Brand Awareness 
  • 6. Retail Banking Huge opportunity exists in all tiers of cities in China. In tier 1 and tier 2 cities  product penetration is relatively high; gain market share via differentiation. Tier 3 and 4 city opportunities exist in increasing product penetration Channel usage is skewed towards branches. online, ATM and telephone banking can be utilized for basic banking services thereby easing pressure on branches Good service is the most important factor affecting customers’ choice ‐ apart from  branch (channel) coverage. Nielsen research shows that customers perceive no  difference in service among big banks.  Customer experience is delivered through every touch point. It is important to deliver high quality service via every touch point! Financial institutions with strong customer experience enjoy strong brand equity,  higher acquisition rate and greater loyalty from its customers
  • 7. How to Win Digital Consumers Understand the key issues driving online sentiment… it starts with listening Create an “authentic” online interaction with consumers; be relevant, speak  their language, leverage their celebrities Look for ways to let consumers tell your story for you… rather than advertising  products, engage audience in your community efforts & feature developments,  etc. Understand online buying for your product category and have an online sales  strategy Don’t forget mobile is an increasingly important part of the internet