How to reach and engage the Chinese customers? Livia Wang

Transcription

1 How to reach and engage the Chinese customers? Livia Wang

2 Who are your customers? Chinese end consumers? Chinese travelers? Chinese investors? Chinese distributors? Chinese students? Chinese daigous? Chinese platforms? Chinese agents? Chinese immigrants?

3 WOFE Fully registered licenses/ label 4~5 years (supplements) Regular Trade Distributors Chinese Retailers (offline) 15%~25 % 4~5 years* Own channels Tmall / JD Distribution channels Tmall / JD / Ymatou / Xiaohongshu Cross border TP/ agent Traders Local (NZ) retailers 55%~65 % 26~52 weeks Daigou model 15%~70 % now Local (NZ/AU) Chinese residents Chinese students Traders Local (NZ) retailers Tourism retailers

4 Regular Trade 0*~ $ 8 m WOFE Fully registered licenses/ label 4~5 years (supplements) Distributors Chinese Retailers (offline) Own channels Tmall / JD Distribution channels Tmall / JD / Ymatou / Xiaohongshu Cross border TP/ agent Traders Local (NZ) retailers >$ 1 m or (nothing )* Daigou model As your local budget Local (NZ/AU) Chinese residents Chinese students Traders Local (NZ) retailers Tourism retailers

5 Regular Trade 15%~25 % WOFE Fully registered licenses/ label 4~5 years (supplements) Distributors Chinese Retailers (offline) 3 5 4~5 years* Cross border 55%~65 % Own channels Tmall / JD TP/ agent 4 26~52 weeks Distribution channels Tmall / JD / Ymatou / Xiaohongshu Traders Local (NZ) retailers 3 Daigou model 2 15%~70 % now Local (NZ/AU) Chinese residents Chinese students Traders Local (NZ) retailers Tourism retailers 1

6 Regular Trade 15%~25 % WOFE Fully registered licenses/ label 4~5 years (supplements) Distributors Chinese Retailers (offline) 3 5 4~5 years* Own channels Tmall / JD Cross border FTZ/ Positive list Distribution channels Tmall / JD / Ymatou / Xiaohongshu TP/ agent Traders Local (NZ) retailers %~65 % 26~52 weeks Daigou model 2 15%~70 % now Local (NZ/AU) Chinese residents Chinese students Traders Local (NZ) retailers Tourism retailers 1

7 Brands have gone through 1-5 stages in order

8 Daigous Buying on behalf Who are they? What they are doing? Where do thy live? How do they sell the products? How to approach them? How big the market this group represents? What kind of products will they be interested in? How do they sell products?

9 Why Daigous? Decision making influence channels Word of mouth information from people I know (74%) Corporate website (49%) In-store information from salespeople or displays (48%) Online information from sources like expert review (44%) Online information from social media sites (39%) Online advertising shown when making queries on search engines (33%) Print advertisement (31%) Paid advertising on TV or radio (29%) Online advertising through banner ads, pop-up ads, Facebook (23%) Direct mail or telemarketing (23%)

10 About Daigous Full time or Part time basis? Full time Part time Where are your stores? Taobao WeChat

11 About Daigous Where do you promote your business? WeChat moments WeChat groups Weibo Facebook

12 About Daigous How do you choose your portfolio? Popular products in the ANZ market Unique products for ANZ Demand from Chinese market

13 About Daigous What can brands do to help your Daigou business? Sufficient Chinese MKT resources Discount

14 China Cross-Border VMS

15 Approach China Amplification Chinese Kols endorsement Chinese social media content marketing, BBS, sampling trial. Encourage Daigous start to sell the products Offer them content and incentives Daigou Integrated campaign to deliver the message Influence the audiences around the products value Australian Chinese social media campaigns

16 Communication channels Owned Media - Announcement - Official brand message - Interactive conversation Paid Media - WeChat advertorial/editorial - WeChat banner display - Weibo advertorial/editorial Earned media- Daigous - Sales Approach - Detail product information - Incentives or other support

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18 Daigou Conference Sydney 30 th April, Mel 1 st May Over 5000 people attended the event. (Sydney Melbourne 950) 1 million impressions for the event on Chinese media High engagement WeChat moments/ private groups/ personal contact products exposures

19 Social listening

20 What is your current sales in Chinese market?

21 How many people are selling your products?

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23 Challenges Cultural differences Knowledge gap Language barrier Time consuming Potential risk Opportunity cost Market misunderstanding Complex and challenging business environment Lack of resources (SME base)

24 What we aim for is to create an effective cross-boarder activation plan.

25 Thank you!