From Confucius to Tencent and Alibaba; what can we learn from how the Chinese build their brands? After 5 years in Asia, Jacco ter Schegget will be talking about what we can learn from Chinese brands. Building brands work a bit different in the East, it is all about speed, aggression and digital first. What learnings can we take home and apply to the way we are building our brands here in Belgium and Europe? Presentation given during the BAM Marketing Congress on 6 December 2019 in Brussels Expo

1. From Confucius to Tencent & Alibaba:
What can we learn from how the Chinese
build their brands?
舒嘉泉 (JACCO TER SCHEGGET)

2. 2

3. 3

6. 6

7. 增长 (Growth)

8. 8

9. GDP China 2019
$14.17 Trillion (+6.2%)
EU 2017
$ 19.1 Trillion (+1.2%)
China 2019 (+ $ 0,97T)
EU 2019 $ (+ $0,4T)

10. 10

11. 11

12. 差不多 CHA BU DUO

14. 14
The Winner Takes it all!

15. 15
MOBIKE ADD

16. DIGITAL (MOBILE) FIRST

17. WITH A CLOSED ECOSYSTEM

18. 18

20. 20

21. Context
• Growth orientated
• Aggressive
• Trial and error
• Digital at the heart & Mobile first
• Data savvy
• Different view on privacy

22. 3TRENDS
Omnichannel
eCommerce, more then
performance
Social Commerce

23. OMNICHANNEL

24. PhysicalRetail on the rise

25. PhysicalRetail on the rise

28. THE RESULTS?

29. Autonomous shopping cart
follows consumer’s every step of
the way during shopping that
also allows consumers to link the
cart to shopping account.
- by 7FRESH
Stores accept payment via
different method. Self-
checkout offers the option
of payment using a facial
recognition system
connected to the app
- by 7FRESH

30. Implications Omnichannel
•Experience is key
•Phygital is the name of the game
•Embrace showrooming

31. ECOMMERCE, MORE THAN
PERFORMANCE

33. 11.11. Single’s day

35. Luxury powered by Alibaba

36. The Alibaba ecosystem

37. Stella: content on commerce

38. Implications eCommerce
•Every experience is mobile first
•It’s not just about conversion! Emotional
engagement takes place in eCommerce
•Rich customer ID’s across platforms
•Shopping events are branding events

39. SOCIAL COMMERCE

40. Social commerce
leverages influence
(both paid and organic)
to capture users’
attention and stimulate
purchase through any
social or e-commerce
touchpoint.

41. Social Commerce in China

42. Traditional ecommerce vs social commerce
Social e-commerce raises the conversion rate with trust among acquaintances based on acquaintance
relationship

43. SOCIAL & COMMERCE ARE INTER-DEPENDENT AND IMPACT EACH OTHER
XIAO HONG SHU
COMMUNITY APP THAT
SELLS VIA UGCS
（THINK PINTEREST +
HYPERLINK TO
ECOMMERCE)

44. FROM KOL TO
KOC

45. Implications Social Commerce
•Logical extension ecommerce channels
•Always on eCommerce
•From KOL to KOC

47. What can we learn from this parallel
dimension?

48. The resurrection of physical retail will be driven by
digital
Ecommerce is not about Conversion, it will be about
brand building
Social & Commerce are interdependent
Data is the “conditio sine qua non” of brand building
Experimentation and Speed are Key in building brands