Charles Chan - How to start selling your product in China
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Transcript of Charles Chan - How to start selling your product in China
Key Challenges in China market entry
Soaring Rent & Distribution Channel Cost
Summary in China Market Entry through eCommerce
Develop a China Consumer Strategy1
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3
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Decide on the Right e-Channels
Setup a suitable Operations & Organizational Model
Build Traffic, Optimize Conversions, Acquire & Grow Customers
Demographic of Chinese consumers is diverseCompetition is fierce in most categories
What’s your Brand’s STP in China?(Segmentation, Targeting & Positioning)
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Deciding on the Right e-Channel
Different eCommerce Channel Models in China
brand.com mall-operate branded store
authorized online distributionbrand-operate marketplace store
2
Deciding on the Right e-Channel
Tmall and the rest2
Setup a suitable Operations & Organizational Model
Payment methods in ChinaAlipay, 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 ChatHotline & Live Chat for both Pre-Sales & Post-Sales is a must in China
AliWangWang is the standardLive 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
3
Build Traffic, Optimize Conversions, Acquire & Grow Customers
Grow your eCommerce business under the Chinese ecosystem
Brand.com
Directory
Search(SEM/SEO)
DisplayAds
CSEProductSearch
AffiliateMarketing
E-DM
SocialMedia
4
Build Traffic, Optimize Conversions, Acquire & Grow Customers
Tmall & Taobao have its completely separate ecosystem
Tmall
4