Charles Chan - How to start selling your product in China

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Charles Chan - CEO of Cleargo @Charles_Chan Proven strategies and tools are hard to access 600 million internet users including over 220 million active online shoppers who spend more money than any other online shoppers in the world. An overview of business opportunities available in China for marketers. A presentation from the China Digital Marketing & Social Media Summit held on the 24th of October 2013.

Marketing

Key Challenges in China market entry

Soaring Rent & Distribution Channel Cost

Summary in China Market Entry through eCommerce

1

Develop a China Consumer Strategy

2

Decide on the Right e-Channels

3

Setup a suitable Operations & Organizational Model

4

Build Traffic, Optimize Conversions, Acquire & Grow Customers

2

Deciding on the Right e-Channel

Tmall and the rest

Setup a suitable Operations & Organizational Model

3

Payment methods in China

Alipay, China UnionPay, Direct Debit, etc
Most people don’t have credit card and are unable to pay non-RMB transactions

3

Setup a suitable Operations & Organizational Model

Customer Service – Live Chat

Hotline & Live Chat for both Pre-Sales & Post-Sales is a must in China
AliWangWang is the standard
Live Chat platform for Tmall & Taobao

3

Setup a suitable Operations & Organizational Model

Warehousing, Fulfillment & Delivery

A range of domestic and international providers
Service quality from domestic providers still varies but improving

Amazon Fulfillment Service

4

Build Traffic, Optimize Conversions, Acquire & Grow Customers

Tmall & Taobao have its completely separate ecosystem
聚划算
Group
淘宝客

直通车

Buying

PPC

CPS

Search

钻石展位

站内活动

PPC

Display

Event

Tmall

淘金币

淘帮派

Points

Community
微淘
Social
Shopping

一淘
CSE

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Charles Chan - How to start selling your product in China

2. Key Challenges in China market entry Soaring Rent & Distribution Channel Cost

3. Summary in China Market Entry through eCommerce 1 Develop a China Consumer Strategy 2 Decide on the Right e-Channels 3 Setup a suitable Operations & Organizational Model 4 Build Traffic, Optimize Conversions, Acquire & Grow Customers

4. 1 Demographic of Chinese consumers is diverse Competition is fierce in most categories What’s your Brand’s STP in China? (Segmentation, Targeting & Positioning)

5. Deciding on the Right e-Channel 2 Different eCommerce Channel Models in China brand.com mall-operate branded store brand-operate marketplace store authorized online distribution

6. 2 Deciding on the Right e-Channel Tmall and the rest

7. Setup a suitable Operations & Organizational Model 3 Payment methods in China Alipay, China UnionPay, Direct Debit, etc Most people don’t have credit card and are unable to pay non-RMB transactions

8. 3 Setup a suitable Operations & Organizational Model Customer Service – Live Chat Hotline & Live Chat for both Pre-Sales & Post-Sales is a must in China AliWangWang is the standard Live Chat platform for Tmall & Taobao

9. 3 Setup a suitable Operations & Organizational Model Warehousing, Fulfillment & Delivery A range of domestic and international providers Service quality from domestic providers still varies but improving Amazon Fulfillment Service

10. 4 Build Traffic, Optimize Conversions, Acquire & Grow Customers Grow your eCommerce business under the Chinese ecosystem E-DM Directory Search (SEM/SEO) Display Ads Brand.com CSE Product Search Affiliate Marketing Social Media

11. 4 Build Traffic, Optimize Conversions, Acquire & Grow Customers Tmall & Taobao have its completely separate ecosystem 聚划算 Group 淘宝客直通车 Buying PPC CPS Search 钻石展位站内活动 PPC Display Event Tmall 淘金币淘帮派 Points Community 微淘 Social Shopping 一淘 CSE

Hinweis der Redaktion

When you plan for your brand and products to enter the China market, what you will find is that rent or distribution cost is soaring, and even so this may only give you a limited presence to certain cities and regions. In comparison, selling online immediately gives you a national presence, which can be a good alternative option for your China entry, or at the very least, a complimentary option to your offline presence.