Wenli Liao - CEO of Dataotuan 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

2. Wenli Liao
CEO of Dataotuan

3. How to leverage consumer
insights and marketing
intelligence to build your
business in China

4. Understanding the
Chinese Market
Big
Rapid growth
Complex
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5. China - Not ONE Market
Big Difference by Region
Huge Difference between Tier 1-4 Cities
Very Different Speed of Growth
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6. Trend Internet Penetration
Data source: 2012 CNNIC
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7. Online Shopping Spending
Data source: McKinsey online shopping survey, 2013 March
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8. Challenge vs = Opportunity
Opportunity
– Big territory, limited store covering
– More rich people in tier 3/4 cities
are looking for high quality goods;
online is an easy channel to
approach them.
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9. Challenge vs = Opportunity
Challenge = future opportunity
– Logistics
Big Ecommerce sites and delivery
companies have seen it as an opportunity
and took action
– Lower internet penetration
Increasing steadily in tier 3/4 cities
– Users recognition of Ecommerce
Stimulated by daily deal, flash-sales sites
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10. Brand building on the
Chinese Market
Trial
Measure
Optimize
Expand
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11. How to Enter the Market
Important channels to enter a market
•Ecommerce site
– Online sales channels
– Partnership
– SEO/SEM/Social media
– ........ but
.... compared to more developed
countries, you need to test even more
on this market.
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12. Channels to Try the Market
Daily deal websites
–
–
–
–
–
–
Fast/still growing
Aggressive
Flexible
Attractive price
Bring E-commerce close to daily life
Educated many non e-shoppers into e-shoppers
Flash-sales websites
–
–
–
–
Clear positioning
Exclusive
Create urgency
Aggressive marketing
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13. Trial Results Should Be
SMART
Specific
Measurable
Achievable
Realistic
Time-bound
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14. Try...Optimize...Expand
• Try out different test markets in China
• Display yourself at places where people
go to find a good deal
• Measure – be SMART
• Get insights directly from the first
buyers and then
Try...Optimize...Expand
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