Chinese e-commerce marketing analysis

1. E-Commerce In China
Marketing Strategies
Meilin Yang

2. Over View
China is the world’s larges t online
mar k et. C hines e e - c ommerc e has
exper ienc ed huge gr ow th in the pas t
ten year s due to gr ow ing inter net
and mobile penetr ation. The gr eat
c onvenienc e and var ious e -
c ommerce platform promote Chines e
c ons umer ar e mor e w illing to
pur c has e online. C hines e mar k et
has huge potential demand on
for eign pr oduc ts . C atc h the
oppor tunities of C hines e e -
c ommer ce w ill c ontr ibute to futur e
global bus ines s .

3. Digital China:
Powering the
global
business

4. China Digital economy
• China accounts 42% of global
E-commerce in 2016,
comparing United States’
share is down from 35% in
2005 to 24% currently.
• China mobile payment grew to
$790 billion in 2016 , 11 times
of United States.
• Chinese unicorns company
command 43% of total
valuation among global 262
unicorns.

5. Future Forecast for China digital
• China has the potential
to reach 45% of industry
revenue by 2030.
• Consumer goods and
retail can shift and
create value between
13% to 34%.
• Automobile and mobility
between 10% to 30%.
• Healthcare between
12% to 45%.
• Freight and logistics
between 23% to 33%.

6. Introduction
about Leading
e-commerce
companies in
China

7. China Leading e-commerce platform

8. Alibaba Group
 Alibaba.com: Wholesale Suppliers Online
 1688.com: Global B2B Platform
 Taobao.com: Chinese Shopping Website
Leader
 Alipay.com: Third party mobile and online
payment platform
 TMALL.COM: B2C online platform for
local and International business
 Aliyun.com:
 Juhuasuan.com: Shopping website focus
on consumer’s buying power
 AliExpress: Online Retailing Platform for
International buyer

9. Meituan.com
• Meituan, Chinese biggest lifestyle
O2O service provider.
• Meituan, formerly Meituan-Dianping,
is a Chinese shopping platform ffor
locally found consumer product,
retailing service and other service. .
• Meituan’s service includes
entertainment, dinning, delivery,
travel and other service.
• Meituan APP cover Retail & Flight,
Order Taxi, Specials, Movie Tickets,
Group Buy, Hotel, Bicycle, Women’s
style and Home Service.
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10. JD.com
• JD.com Inc. is a Chines e-
commerce platform, also
known as one of the two
massive B2C online
retailers in China.
• JD.com (NASDAQ:JD) is
Chinese biggest direct
seller, offering a wide
selection of product through
website and mobile app.
• JD.com, Joybuy focus on
smartphone, gaming
laptops, consumer
electronics, women’s
clothing, stuffed toys etc.
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(“Marketplace Plus”)

11. Marketing Strategies
for China
e-commerce

12. How to Sell Online in China

13. Baidu Advertising in
China
• Baidu SEO (Search Engine Optimization)
• Baidu SEM (Search Engine Marketing)
• Baidu SEA (Search Engine Advertising)
• Baidu Advertising PPC (Pay per click)
• Baidu Brand Powerlink
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The SEO of Baidu is different from Google. Chinese search engine
will prefix the results to Chines characters.The use of characters is
paramount for website SEO campaign

14. Social Media in China
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• Wechat
• Weibo
• Xiahongshu
• Douyin
• Kuaishou
• Zhihu

15. Online Marketing Strategies
• Public Relationship
• Online Reputation
• Influencer and key opinion leaders
• Press relationship
• E-Reputation
• Main online newspapers
• Popular Social Website

16. “MARKETING IS NO LONGER
ABOUT THE STUFF YOU
MAKE, BUT ABOUT THE
STORIES YOU TELL. (Seth
Godin)
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17. THANK YOU
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