Categories
Business China Chinese E-Commerce Plateforms Digital Business Marketing Mobile Newtech Success in China TikTok

Live shopping : le futur du e-commerce ?

Le live shopping est la dernière tendance commerce en vogue.

Considéré comme la nouvelle génération de télé-shopping, le live shopping fait fureur en Chine. En effet, le live streaming était déjà très utilisé en Chine, puisqu’il a généré plus de 300 milliards de dollars en 2021, selon Insider Intelligence. Le live shopping a digitalisé les expériences e-commerce via les réseaux sociaux, les applications et les sites. Il fournit une interaction, des opportunités pour les acheteurs de poser leurs questions, donner leurs avis et obtenir des recommandations.

Le live shopping apparait également comme terrain de jeu pour les influenceurs. En effet, l’influenceur Chinois Xinba a par exemple généré à lui tout seul 254 millions d’euros de vente durant un live de 12 heures sur la plateforme Kuaishou. Les marques se servent des influenceurs pour que ceux-ci montrent les produits et leurs fonctionnements, mais pas seulement. Le live shopping devient une façon d’exprimer sa créativité, en présentant les produits de façon différente, en innovant et en repoussant toujours les limites de ce qui a déjà été fait ou vu. 

Le live shopping est un terrain de jeu pour les influenceurs.

La tendance a été lancée en France

L’apparition du COVID-19 a accéléré cet engouement, afin d’attirer de nouveaux consommateurs à acheter sans sortir de chez eux. En effet, cette nouvelle façon de consommer à voyagé plus loin que les frontières de la Chine pour faire ses débuts en France, mais aussi aux États-Unis. Si en Chine, plus d’un quart des internautes se connecte tous les mois а des événements de e-commerce en streaming (WARC, 2020), certaines marques en France comme Printemps ou Carrefour ont a leur tour tenté des expériences de live shopping. Par exemple En 2020, Carrefour avait tenté l’exercice en lançant son propre évènement « Un Noël comme ça », à l’occasion du Black Friday. Depuis, Carrefour a multiplié les lives sur son site internet et revendique en 2021 plus d’un million de spectateurs cumulés.

Les Galeries Lafayette se sont elles aussi prêtées au jeu

Il en est de même pour les Galeries Lafayette Champs Elysées qui ont elles aussi tenté l’expérience. Lors de la fermeture des enseignes à cause du COVID-19, l’influenceuse Mayadorable a animé un live shopping depuis le magasin. Accompagnée d’une experte sur les produits qu’elle présentait, Mayadorable a testé tous les produits en live pendant près d’une heure. Pour assister а cette présentation des produits en direct, les utilisateurs ont dû s’inscrire. Le jour J, ils ont pu visionner le live mais aussi obtenir la liste des produits et poser leurs questions facilement.

Printemps a également suivi le mouvement

C’est le cas également pour le grand groupe Printemps, qui a lancé sa série de live shopping « en mode Printemps ». Un nouveau rendez-vous tous les 15 jours à 19h le mercredi, qui a permis aux personal shoppers de digitaliser leurs métiers durant le COVID-19. Cela leur a permis non seulement de garder contact et interagir avec leurs clients habituels, mais aussi de rencontrer de nouveaux acheteurs. En effet, plusieurs centaines de personnes se sont connectées sur les lives ou les ont regardé en replay et le taux d’engagement sur les réseaux sociaux a largement augmenté.  

La tendance a également traversé l’Atlantique

La tendance est également arrivée jusqu’au États Unis, où les marques adoptent le live streaming pour booster leurs ventes e-commerce. Encore une fois, le COVID-19 accélère ce phénomène puisque les marques américaines souhaitent séduire les consommateurs qui ont encore trop peur de se rendre dans des magasins physiques. Par exemple les marques très connues Tommy Hilfiger et Levis Strauss ont lancé des sessions en direct durant lesquelles certains produits sont présentés. Les spectateurs peuvent interagir, poser leurs questions et ensuite acheter les articles.

Coresight Research prévoit que le livestream shopping générera 25 milliards de dollars de ventes aux États-Unis d’ici 2023. Twitter s’est également lancé dans le Live Shopping aux États Unis dans le cadre d’un premier test en partenariat avec l’enseigne de distribution Walmart. C’est l’artiste américain Jason Derulo qui a présenté un livestream d’une trentaine de minutes pendant lequel plusieurs produits comme par exemple des appareils électroniques ont été mis en avant.

TikTok lance sa propre fonction

Afin de suivre la tendance, TikTok a récemment lancé sa propre fonction de live shopping. En effet, après un partenariat avec Shopify plus tôt dans l’année 2021, il semblait évident et logique pour le géant TikTok de créer une nouvelle option. Avec la fonction Product Links, les marques peuvent mettre en évidence leur produits à travers des vidéos, qui redirigent ensuite les pages produits de leur propre site web. De plus, avec la nouvelle fonctionnalité d’achat live en temps réel, les marques peuvent se connecter directement avec les membres d’une communauté, et partager des liens en temps réel vers des produits et services. TikTok n’a jamais caché le succès du e-commerce sur sa plateforme et une fonction live shopping apparait comme une évidence, totalement dans l’ère du temps. 

Même si une vie post covid semble se profiler, il est donc plus que logique de penser que le live shopping va continuer son ascension fulgurante. En effet, le live shopping répond à une demande récurrentes des marques en permettant une interaction humaine souvent impossible avec le e-commerce classique. Le live shopping semble donc continuer a tracer son chemin pour devenir le futur du e-commerce. 

Références :

Delacharlerie, C. (2017, 12 décembre). Retail : Why is « live e-commerce » a hit in China? Innovation Is Everywhere. https://innovationiseverywhere.com/live-shopping-hit-china/

Bosco, C (2021). Live shopping : can this Chinese trend take over the French e-commerce market ?

Chakir, F (2021). Zoom sur le Live Shopping en Chine

Gailly, N. (2021, 22 novembre). Live Shopping : Carrefour passe à la vitesse supérieure. Marketing PGC. https://www.marketing-pgc.com/2021/11/22/live-shopping-carrefour-passe-a-la-vitesse-superieure/

D’Henry, B. (2020, 15 octobre). Les marques américaines adoptent le live streaming pour booster leurs ventes e-commerce. Sensefuel. https://blog.sensefuel.com/les-marques-am%C3%A9ricaines-adoptent-le-live-streaming-pour-booster-leurs-ventes-e-commerce

Dupuy, Y. (2021, 30 septembre). TikTok lance Live Shopping et noue de nouveaux partenariats. Neoproduits. https://www.neoproduits.com/international/tiktok-lance-live-shopping-et-noue-de-nouveaux-partenariats/

MacDonald, S. (2020, 16 décembre). Is Live Shopping the Future of Ecommerce? Shopify Plus. https://www.shopify.com/enterprise/live-shopping

I (2021, 13 octobre). Live Shopping et Influence Marketing : Le Guide complet pour votre stratégie marketing. Webmarketing & co’m. https://www.webmarketing-com.com/2021/10/05/1693172-live-shopping-influence-marketing

HERO®. (2021, août 31). Live Shopping : Is This the Future of Ecommerce? https://www.usehero.com/insights/live-shopping-is-this-the-future-of-ecommerce/

Faguer, L. (2021, 30 décembre). Live shopping : la recette du succès au groupe Printemps. FrenchWeb.fr. https://www.frenchweb.fr/live-shopping-la-recette-du-succes-au-groupe-printemps/427535

Categories
Business China Digital Business Interview Marketing Success in China

Interview avec Sonia Szczerbinski : entre luxe, digital et Chine

Rencontrez Sonia Szczerbinski, fondatrice de l’agence The V Factory Paris Shanghai spécialiste du digital en Chine.

Elle nous donne des informations importantes sur le marché chinois et nous indique comment communicants et marques doivent s’en servir.

Je la remercie pour le temps consacré à cette interview.

 

Bonjour, est-ce que vous pouvez vous présenter en quelques lignes ?

 

Bonjour j’ai créé il y a 5 ans l’agence The V Factory Paris Shanghai. Nous accompagnons les marques premium et maisons de luxe dans la définition et la mise en œuvre de leur stratégie digitale en Chine. Notre activité se structure autour de 3 piliers : la formation, le strategic consulting et la mise en œuvre opérationnelle.

 

Qu’est-ce qui vous a donné envie de travailler avec la Chine ? Connaissiez-vous l’écosystème chinois avant ?

 

Cela fait quasiment 10 ans que je travaille sur le sujet.

 

J’ai un parcours mixant entreprenariat et direction générale dans divers secteurs comme les médias, fashion et premium food.

Quand j’ai vendu ma première boîte, j’ai repris mes études à l’Essec, avec pour objectif de continuer mon parcours dans le luxe avec une dimension internationale et une forte place pour le digital que j’avais déjà beaucoup pratiqué dans mes précédents jobs.

La Chine, pays pour lequel j’ai toujours eu un fort intérêt, a très vite émergée. Elle était déjà un véritable enjeu pour le secteur luxe, c’était un sujet stratégique à adresser et nous avons mené un projet sur le développement d’une plateforme digitale qui connectait les voyageurs chinois indépendants aux marques de luxe pendant ce cursus à l’Essec. Nous avons à travaillé sur ce projet avec une approche très entrepreneuriale. Nous avons testé notre offre auprès de l’audience Chinoise, et bien sûr auprès des groupes de luxe. L’appétence des maisons pour le sujet Chine était fort, stratégique, c’était il y a presque 10 ans, ça l’est encore plus aujourd’hui. Je suis ensuite partie en Chine, pour être immergée dans le marché, puis j’ai créé l’agence.

 

Nous savons que les consommateurs chinois ont un mindset différent, quelles sont les stratégies marketing qui marchent en Chine ? 

 

Avant tout il faut comprendre que la Chine est un pays complexe avec un environnement digital spécifique et un consommateur ultra exigeant.

Il faut prendre conscience que personne n’attend personne en Chine. Pour se développer là-bas, cela prend du temps, de l’engagement et cela demande de comprendre vraiment le marché et sa culture. Il faut s’y adapter.

Il est nécessaire d’identifier les points de contacts pertinents et travailler un niveau de branding, de content et d’activations qui ne soient pas top down mais user-centric, suscitant une forte connexion émotionnelle.
En ce sens, il est nécessaire de mettre l’utilisateur au centre du système avec une vraie volonté de s’y connecter via des actions qui vont le toucher et qui vont répondre à ses problématiques, ses besoins, ses envies etc.

Le digital est bien sur incontournable, il n’y a plus de frontière entre on et off line en Chine. Les marques doivent avoir en tête de servir le consommateur où qu’il soit, quel que soit le moment de la journée.

Les Kols sont clés sur le marché chinois, il est nécessaire de les intégrer dans une stratégie marketing car ils permettent de développer la visibilité et la crédibilité d’une marque, d’influencer le marché. Une campagne KOL doit être travailler de manière précise.
Identifier le KOL qui correspond à votre marque, établir une relation constructive, co-constuire le dispositif et le contenu sont des éléments clés dans la réussite d’une campagne.
Les choses évoluent pour influencer le marché, au-delà des KOLs, vers des collaborations notamment avec des marques ou artistes locaux qui permettent de se connecter encore davantage à l’audience chinoise.

Egalement, tout ce qui va avoir attrait au shoppertainment, les pop expériences, l’interaction via les mini programs, permettant de construire la relation avec l’utilisateur, faciliter l’accès à la marque et aux produits via l’expérience et le service, sont aujourd’hui incontournables.

La Chine est par essence un eco-système de social shopping et il faut jouer avec ces règles là.

 

Avec le COVID-19, la consommation des Chinois a été bousculée. On pense au e-commerce ou au voyage notamment. Pouvez-vous nous en dire plus ?

 

Le Covid-19 a accéléré encore plus la digitalisation et l’utilisation du digital dans l’acte d’achat. Aujourd’hui 50% des ventes en ligne sont faites en Chine au niveau mondial. C’est énorme. On ne peut pas avoir cette proportion de vente en ligne sans qu’il y ait une accélération digitale que ce soit en terme de nombre d’utilisateurs mais également de développement de l’usage.

Cela ne peut pas se faire non plus sans une infrastructure logistique optimale pour servir les consommateurs. Le Covid a permis d’accélérer la digitalisation, l’aspect logistique et cet accès naturel au commerce via le digital.

Pour autant le retail physique n’a pas perdu sa place dans son rôle expérientiel et de point de contact utilisé par les Chinois dans leur décision d’achat. Il a vraiment sa place à jouer mais sous un autre angle : l’expérimentation de la marque pour décider de son achat.

Au niveau de la consommation luxe, il est aujourd’hui porté par la consommation interne. Tout est fait pour encourager la consommation à l’intérieur du pays. Il y a un développement des zones Duty Free avec Hainan et bientôt Shenzhen et Shanghai, avec une facilitation de la possibilité d’acheter dans ces zones sur simple présentation d’un titre de transport et ce pendant 6 mois après le voyage.

Il y a un vrai soutien à la consommation intérieure sur les produits de luxe et la consommation interne au global porté par le trend Guochao (National Pride).

 

WeChat est l’application la plus populaire en Chine actuellement. Pensez-vous qu’elle pourrait détrôner les réseaux sociaux occidentaux un jour ?

 

Je pense que WeChat est fait par et pour les Chinois. Il faudrait davantage de collaboration au niveau international entre WeChat et par exemple les établissements bancaires, qu’il y ait plusieurs langues possibles, que les fonctionnalités soient beaucoup plus ouvertes au reste du monde mais pour l’heure ce n’est pas le cas.

Aujourd’hui la question est : est-ce que les grands réseaux sociaux occidentaux (Facebook Instagram etc.) pourront être au niveau de WeChat. Je pense qu’ils ont raté le coche et ils le savent. Le monde occidental n’a pas encore cette approche écosystémique qui permet de cumuler social, shopping, payment, CRM dans une seule et même plateforme.

 

Quels sont les points importants appris depuis la création de l’agence ?

 

J’apprends tous les jours car ce marché va extrêmement vite et il est nécessaire de le suivre en permanence.

Les Européens ont encore de la difficulté à comprendre ce pays. Il y a tout un tas de préjugés assez incroyables, ils sont ancrés là-dessus et pensent que la Chine les attend. C’est notre rôle d’expliquer que ce n’est pas le cas.

La Chine est un pays où tout est possible mais rien n’est facile. Il faut apprendre à toujours rebondir, faire du test and learn en permanence.

 

Et du coup quels conseils donneriez-vous à quelqu’un qui voudrait se lancer dans ce monde ?

 

Ne jamais rien lâcher. Si l’on a un objectif un projet en tête, et que l’on y croit, il faut travailler, beaucoup, mais surtout ne pas lâcher son projet.

Enfin, il faut être aussi agile car nous sommes dans un monde qui évolue de plus en plus vite et qui est incertain. Il faut être agile pour pouvoir s’adapter.

Categories
A.I BAT China Outils 2.0 Strategy Success in China Tech News

Reading Sheet of “AI Superpowers: China, Silicon Valley, and the New World Order”

About the author

Kai Fu Lee is born in Taiwan from Chinese parents, he emigrated to the USA at the age of 11, with a passion for mathematics. He did a PhD at Carnegie Mellon University, “the incubator of cutting-edge AI research” and became passionate about machine learning and voice recognition. After having held executive positions at Apple and Microsoft, he went to China and became the first Chinese investor in venture capital with his company Sinovation Ventures. He advised many students and trained more than 5000 specialists in AI, including several senior executives of Baidu, Alibaba and Tencent.

His 30 years of experience makes him one of the world’s leading experts in AI. His book traces the evolution of AI from 1970 to 2017, when the Chinese government declares AI a top priority. “Sillicon Valley and China have an ecosystem born of very different cultural backgrounds” and this play a significant role in the approach and evolution of each country. China is known to have copied in many areas, often in low-end items, but these copiers have learned, assimilate with impressive speed and have launched into the creation of products and services tailored to the needs of the Chinese market. Indeed, China has been able to collect masses of valuable data that feed the algorithms in their purchases, their habits and their movements, ensuring a global advance compared to the rest of the world. The deep learning feeding on all these data to recognize the images, understand the spoken language, propose solutions after analyzing and cross-checking databases.

To date, China has an undeniable lead in the collection of these data with Tencent (owner of WeChat), as well as Alibaba with e-commerce and strong of more than one billion users with the intensive use of mobile (mobile only). But AI will affect all industrial structures, all areas of life and its progress will harm the professional environment, massive unemployment, greater inequality and bringing social crises. “AI would replace 40 to 50% of US jobs within 15 years while fortunes would accumulate at the big AI companies.”

The author makes a fine analysis and gives advice on the measures to be taken by the governments in all countries and asks them to think now about the sectors that will be affected.

 

Revelation

In 2016, 280 million Chinese viewers follow an Alpha Go confrontation with the best Korean player who succumbs to the machine. The Go is a 2500 years old game in China and still practiced in the 21th century. In 2017, the best player in the world, a young Chinese of 19 years old (Ke Jie) was beaten by the machine. With stupefaction and awareness, China governs immediately by mobilizing all its actors to meet the challenge of AI. The author compares this moment to the one experienced by the US when the first Soviet satellite “Sputnik” was launched in 1957. “This triggered the creation of NASA, the teaching of mathematics subsidized on a large scale and allowed 12 years later to send the first man to set foot on the moon: Niel Armstrong! ”

It is thanks to deep learning and machine learning, that the capabilities of AI have allowed a machine to win the Alpha Go. The author specifies the need to have “a large mass of data, experts, engineers, calculation capabilities out of the ordinary, colossal sums to advance everything”. It is indeed in this race that all the means have been put in China, as a proof the current level of AI in China. After Alpha Go, China launches a major plan to develop AI. Objectives are set for 2020 to 2025, the stated goal is to be the world leader by 2030.

 

The 4 waves of IA

Each wave will spread out in time, each one will exploit in its own way the power of this technology to submerge us. The successive waves will each bring facilities in all fields, each of them feeding on the previous one, affecting all economic sectors and our daily life. Already online AI and professional AI are present; the financial field is an example with the algorithms at work on the stock markets.

 

1st wave : AI online for more than a decade

Around 2012, the internet has propelled us to it: our video choices, purchases, our questions in all areas have been recorded, this data allows to display the target of the company that will give a positive image to customers, and will know our habits, our preferences, while the customer will get among other things personalized offers, “the algorithms are transformed into a tool for recommendations. “This wave remains confined to the technological sphere and the digital world”, Chinese and US are equal according to the author, who sees China in the lead in 5 years.

 

2nd wave : professional AI

According to Kai Fu Lee, this is the only field where the US domination is unquestionable. All the labeled data accumulated over the years in the insurance, banking and hospital sectors will allow algorithms to make particularly effective optimizations.
“As early as 2004, companies (Palantir – IBM) were advising companies and governments on big data”. The author sees a great evolution in China for the medical field, the algorithms would establish the dignostic which in the country would decrease the inequalities between big cities well equipped and countryside under equipped in this sector; similarly in the judicial sector to guide the magistrates, to pronounce the verdict and “to contribute to put in the right way the customary judges. At this stage, the US is in the lead (90/10) thanks to optimizations in banking and insurance among others. China will be in the lead within 5 years (70/30) by taking the lead especially in services.

 

3rd wave : perceptive AI

The digitization of the physical world will be implemented in the commercial sectors as a priority: it is necessary to rethink all human activity, to recognize objects, voice and sound data. The author warns that algorithms “will perform the bulk of interactions with the customer” and gives Exemples: Amazon Echo that digitizes the sound environment of the home, the city brain of Alibaba that digitizes the flow of traffic or Apple and Face ID cameras that do the same with the faces. In 2017, during the 1st visit of Trump in China, his speech in English on large screen began to speak Chinese. The AI is transforming the world. The Chinese company Yflytech had specialized in the field of AI to train its algorithms, respecting all the characteristics of the voice: intonation, pronunciation, all recalibrated in Mandarin. In the next few years, cities and supermarkets will be transformed, the author already cites KFC, associated with Alipay, which has installed in some of its restaurants a system that allows facial recognition, with a terminal recording the order, scanning the face, ensuring the presence of the person in the premises and debiting his account.

Moreover, this process will be used to educate, to detect delays or talents, to follow each one and to take in hand the delays of the pupils. The AI will be in the homes, the teachers will ensure the lectures, or will make individual sessions and many other fields will benefit from this process. That implies to recover important data of the physical world. “the US is reluctant, china is more open and has passed a cyber security law. Europe having adopted a more restrictive approach with the RGDP.” From this perceptive, AI needs all kinds of devices with sensors. In anticipation, China has created “the made in Shenzen, by rallying in one place of the chain studies, researchers and manufacturers of intelligent devices; with the largest network: 85 Billion connected objects, various products, reduced prices, amassing important data and preparing the 4th wave of autonomous AI.

 

4th wave : autonomous AI

For the author, the impact will be more important, it is a culmination: the machines were automated and they will be autonomous. To quote the example: harvesting strawberries in California by a machine guided by an algorithm picking without damage the ripe strawberries, the autonomous robots that prepare the orders at Amazon and eventually drones that will be able to supply isolated populations or put out forest fires.

On their side, Google and Telsa are working on autonomous cars, as well as Baidu, Uber, Didi and car manufacturers. Our daily life will be impacted: urban spaces, roads and already Chinese territories are modifying traffic lanes, adapting supply circuits. In the US, it is the new vehicles that will adapt to the existing roads. Indeed, he US have the most experienced specialists and have a 2/3 year lead over China. The observation made by the author at this stage comparing China/US is as follows: AI : online 50/50 ; pro 10/90 ; perceptive 60/40 ; autonomous 10/90 and the forecast 5 years ahead China/US: online 60/40 ; pro 30/70 ; perceptive 80/20 ; autonomous 50/50. China and US are moving forward, but in the long run developing countries will use them. US are trying to sell their standardized products while China chooses to finance native startups: Tencent or Alibaba in India and South East Asia or even Didi developing in US, Singapore, India or Middle East.

 

How to react

At the heart of this revolution, the new norm would become full employment for intelligent machines and eternal stagnation for the average worker because the faster, larger AI will surpass humans in physical and cognitive tasks. Solutions are studied taking into account the extent of the destruction of jobs, primarily among the most qualified and among workers, the author describes and gives examples: jobs concerning intellectual tasks in danger: technical translator, scientists etc. Those easy for AI alone : radiologists, accountants, trade unionists or those mixing AI and human as criminal lawyer, doctor and teacher. Similarly for jobs with physical tasks, would be preserved: home help, physiotherapist, hairdresser, aeronautical mechanic and in danger the easy jobs for AI : agricultural worker and truck driver for example.

Different approaches are evoked by the US or by the silicon valley: requalify thanks to continuous training to adapt and bring the necessary competences to the workers, but this would be permanent because of the fast evolution of AI and very quickly arriving at saturation, or redistribute the jobs by decreasing the working time to 3 days per week or share a job which would be held by two people, it would be or partial unemployment or lower wages. Other concepts are debated: the universal basic income which is far from being unanimous, or the minimum income guarantee which would be reserved for the poorest accompanied by heavy taxes imposed on AI companies.

Kai Fu Lee proposes rather a “social investment allowance, with guarantee of care, services, education” that the state would pay to associations “dedicated, creative, volunteers” all this of course after the completion of AI and takes appropriate measures before this time by paying “people caring for the elderly or parents of young children” for example and encourages the private sector to be “pioneer in the creation of human jobs that will be at the heart of this revolution”. The author also suggests to be inspired by other countries, to emphasize the craft knowledge, the culture of volunteering! “With AI, there can only be one winner. US and China will compete to make the most of this technology. Governments around the world must connect permanently to compare US/CHINA/EUR regulation policies and keep an open mind about the different ways to consider AI governance.

 

Conclusion

After this evolutionary assessment of AI and its disastrous consequences in the professional world (progress on the one hand, destruction on the other, questioning the life of everyone, our environment and our organizations), the author ends on a more optimistic note thanks to his personal experience and the questioning of his own life, due to the occurrence of cancer that has allowed him to become aware of a life other than the one he led. The presence and support of his family during his illness, the strength of love “which we know gives meaning to our lives” and the meeting with a Buddhist monk in a monastery in Taiwan, which led him with wisdom to rearrange the priorities of his life.

As for the end of Kai Fu Lee’s convalescence, he gives us the content “I considered my recovery from two angles, one technical, the other emotional” the two pillars of our future AI.

 

Categories
China CRM Culture Marketing Shanghai Success in China

Customer Experience – 5 singularities of CX in China

In western countries, customer experience became a main preoccupation to many businesses. It has been the center of extensive research and it is now less and less mystical. But is a good experience in a western country as good of an experience in China? 

In the United States for example, some of the greatest CX strategies have been studied, secrets have been shared and a good experience is now a standard if not a must-have. But do we know how customer experience is perceived in different cultures? China, a central hub for digital growth, has its own digital ecosystem and has proven how innovative it could be. Therefore, let’s see what differentiate a great customer experience in western countries from one in China. 

Famous successful customer experiences in western cultures 

  1. Disney and its magical moments 
  2. Amazon and its prime delivery 
  3. Starbucks and its ultra personalised experience 
  4. Ikea and its immersive stores
  5. Netflix and its pain-point-free navigation
  6. Airbnb and its unique and local experiences 
  7. Revolve and its adaptive buying processes
  8. Spotify and its Wrapped campaign

advertising on a wall with a black message saying "we like you too" with a smiley

The conclusion is that western countries love personalisation and emotions. To leave a pleasant feeling to your customers, you must make them as individuals and recognise their unique needs and constraints.

Brands that take a stance for the integration and acceptance of all communities are more and more valued. The acknowledgement of differences and respect of singularities and individual needs is what leads the CX trends nowadays.

But how about customers in China ? Is the main component of a good customer experience personalisation? 

Key customer experience elements in China

Even though it will not hurt an interaction, personalisation and emotions are not the number one criteria that will drive a great experience. In general, here are things to have in mind when design experiences for Chinese customers. 

 

  1. An innovative integration of digital processes within the experience

    While in other countries it is common to avoid the use of technologies, Chinese customers tend to prefer online experiences.  Indeed, mobile payment is the favorite payment mean and social commerce is a widespread buying experience.  And the more originality you will show with your use of technologies, the more attention you will capture.

  2. Prestigious and luxurious are go-to adjectives

    Social status and appearances are greatly valued in China. Thus, experiences that are proof of a high disposable income or social status will surely arouse Chinese customers’ interest.

  3. Reviews are your communication strategy

    Whether in one side of the planet or the other, reviews make the difference. However, reviews in China seem to rule even more. Negative reviews will put your brand at the end of the list.

  4. An entertaining buying process

    In a lot of countries, the buying part of an experience is usually the least appreciated. On the contrary, Chinese customers usually prefer this stage of the whole experience. Buying is considered as an activity. So focus the development of the experience around this step of the journey.

  5. A reference to the Chinese culture is a great plus, when well done!

    Chinese play on words, references to ongoing news or viral content, mentions of past history are valued. Introducing one of those element in your story-telling, packaging or communication strategy will certainly seduce Chinese citizens. However the manipulation of culture elements is delicate and hazardous. Numerous are the brands who misused Chinese cultural references and payed the price of their faux-pas.

a woman is standing in front of a transparent screen with Chinese bleue characters in a dark room

Disclaimer: This article is a discussion on current marketing trends. The mentioned elements are not facts but interpretations based on brands practices.

Sources:

Steffi Noel, How the Chinese customer experience differs from the US, July, 2019

Kirsten Burkard, The Top 10 Best Customer Experiences (and What You Can Learn From Them), 2018

Categories
Business Chinese Chinese E-Commerce Plateforms digital art Junior Consultant Project Start-up Success in China Tourism

Some tips after my first experience as a speaker during a conference !

My first experience as a speaker during a conference…

After a lot of oral presentations at EFAP, last week I had the opportunity to speak « for real » in front of a professional audience.

A huge thanks to my manager in the Junior Consulting Project: Adeline Follea (consultant in digital marketing), who propose to me to participate and trust me as a speaker for this conference about Oenotourism.

During the « Salon International de l’Agriculture » with three others experts of wine and spirits: @Vincent Cuillier (Owner of Champagne Cuillier), @Cécile Israel (Brand ambassador in China) and @Jean-Michel Bonnichon (Owner of Chateau La Renommée) we talked about the development of wine tourism by talking about key points such as digital marketing and Chinese consumers. (Obviously, it was not in Chinese but in French – I am still improving my Chinese thanks to Nolwenn’s article)

This event takes place on the scene of the digital farm: an association that aims to promote innovation and digital technology for efficient, sustainable and socially responsible agriculture.

This experience was really interesting for me. Even if I loooove to speak, and unfortunately I lost « felicitations » several times, on my high school reports for chatting…. To speak in public is always a difficult exercise.

 

So after this fascinating experience, I have 3 tips for your next public speaking :

« Becoming a great speaker is an art, not a science.»

 

1. Manage your stress


I know that is easier to say than to do. Even the most seasoned speakers can get nervous prior to presenting. Remember that you are there to provide them
 with valuable information and if the audience members leave with one or two new items, you have made it worth their while. At first, I had to present myself, which is for me the hardest part. After my little personal presentation, I noticed that with the stress I was speaking very fast. Which for the second speaking I tried to do my best to take my time and speak more slowly.

 

2. Memorize concepts, not content.

You may think that the best way to give a flawless speech is to memorize the content word-for-word.  But trying that can create a lot of problems for speakers especially if there is interaction. Moreover, if your mind goes blank at any point during the presentation, you will lose your place and potentially create an awkward silence. Or worse, start to panic.
Instead of memorizing the content, focus on the concepts. Do this by creating bullet points of the content, stories, data and key takeaways that you want to get across in each part of your presentation. Then, speak naturally about them. 

 

3. Chat up with the other members before the presentation.

Meeting with the people you are going to be speaking with before you give your speech has several benefits for me it allows you to know which speaker will be more comfortable with the questions asking by the moderator.

 

 

conference - table ronde - oenotourisme

Categories
Digital Business EU-CHINA Events FrenchTech Junior Consultant Project Life in China Marketing MBADMB Strategy Success in China

Junior Consultant Project – Experience

Junior Consultant Project – La French Tech Shanghai

Since October, with the MBA Digital Marketing & Business Shanghai, we have had the mission to work for companies in China and France to support them in their communication strategy as Junior Consultant.

Some of them had to revise the whole graphic charter, others had to realize computer graphics for events…

With my team-mates, Clara Libert, Elosandra Gomes and Christilla Adjovi, we chose to work for French Tech Shanghai. At the beginning, we weren’t really enthusiastic about the missions that French Tech Shanghai was offering because they were still very vague. After a meeting with Constance Van de Walle (intern) and Eric Deltour, General Secretary of French Tech Shanghai. We clarified the different missions we will be carrying out during these 7 months.

The main missions are :

  •  Reorganize the communication strategy so that it is reusable and generates a more efficient follow-up.
  •  Promote and increase the visibility of French Tech Shanghai: French startups, future and current partners and other French Tech companies.
  •  Federate the actors of the ecosystem
  • Accelerate the creation of synergies between its members

    For this, we have decided to:

  •  Create a communication kit
  • Realize a promotional video to enhance their visibility
  • Organize different events to federate French Tech players and make them known to future partners and startups,
  •  Benchmark of other French Tech companies present in the world,
  •  Benchmark of the 40 and 120 companies for the June event
  •  Make the newsletter visible on the French Tech Shanghai website
  • Creation of a blog tab: highlighting the articles of the members of French Tech Shanghai
  •  Creation of a computer graphics

Before our first presentation to the members of COPIL, we first of all made an inventory of the social networks of French Tech Shanghai to know what we needed to improve. Then we looked at other French Techs present in the world by making a benchmark of their best communication actions (example: a presentation video, a computer graphics, a blog tab, etc.). Following this research, we also wanted to add to our communication strategy various events to federate the different actors of the ecosystem and make French Tech known to different targets. We therefore chose to set up 4 large events followed by 6 small events that will be present every year.

Now 5 months old as Junior Consultant, we have had the opportunity to present our work to the members of COPIL during monthly meetings and to attend events organized by them. We worked hand in hand on different aspects of the new communication strategy to increase the visibility of French Tech Shanghai.

Working as a Junior Consultant and being considered, allows me to be confident for the rest of my career in communication and digital.

Unfortunately, because of the coronavirus, with my teammates, we had to leave Shanghai. We will therefore learn how to work remotely with the members of French Tech Shanghai.

We have 2 months left and we can’t wait to see what’s in store for us!
Thank you to French Tech Shanghai for their trust and to Emmanuel P. who is following us during this work.

Anaelle Soret.

Categories
Art China digital art eCommerce Life in China Marketing Shanghai Success in China Tourisme Travel Travelling

Shanghai Observed Interview

ShanghaiObserved

For my first article, I wanted to interview one of the most famous and funny accounts in Shanghai.

Maybe you know which one I’m talking about? As a western person, you must have heard about him. He posts authentic and funny photos about Shanghai residents. He takes unique pictures of Chinese daily life and sometimes it can be surprising!

I’m talking about @ShanghaiObserved, followed by 114K people on Instagram!
Alex is the owner of the account. A professional skateboarder from Long Island, New York. He arrived in Shanghai in January 2015 to teach skateboarding.

You’re asking yourself where is the link between skate and taking pictures, right?

He is as passionate about skateboarding than about photography.

I wanted to turn this interview in more “digital” way and focus on his Instagram account, his podcasts and his e-commerce website. Alex accepted my tons of questions, and he had the amusing idea to record a podcast while he was answering me. What a great idea ! Stay digital !

About ShanghaiObserved

Alex started his Instagram account in November 2017, because of the IPhone 7 launch. The pictures taken by this IPhone are just incredible.
He was also inspired by Ed Templenton, a big star in the skateboard industry from California who had this daily project photo. He thought it will be a great idea to take this concept to Shanghai.

Instagram and Success Story

He finds all the content on WeChat groups, which is available to use and repost.

He loves using Instagram for the feed and the gallery. But it’s very difficult to be on this platform because the publication rules change all the time. And with his content, he must be more careful. At the slightest mistake, his account can be deleted.

3 posts have become viral on internet :

                            

1/ A video of a man who puts his airpods on the wrong way

  • Reached 2.5 million people
  • 18 thousand likes on Facebook

2/ A bunch of people giving the middle finger meditation western 

  • Reached 5.5 million people
  • 53 thousand likes
  • 40K share

Most successful post on Instagram 42 thousand share 19K likes

3/ A dude farting on KTV box, he added some music and got 10 thousand followers on Facebook alone

  • 92 thousand share
  • Reached 9.2 million people

Others social media

ShanghaiObserved has a big presence on Instagram. Alex has also other social media like Facebook, Youtube where he shares his podcasts and Twitter but he doesn’t like the user experience very much or to write tweets.

His advice is to stay 100% active on each platform that you are on. If you are not as he is on Twitter, it will damage your brand !

Merchandising

Alex launched his T-shirt brand because a big part of the ShanghaiObserved concept is the T-shirt that we see on the streets. People who are visiting Shanghai, can buy a t-shirt and bring it back home to share with their friends and their family. He takes inspirations on the ones he sees on the streets, recreates them and sells them. T-shirts are a simple way for the fans to support the brand. He built all the website by himself and figured out how to do e-commerce.

Podcast

18 months ago, he started his first podcast “The Big King Podcast” with his friend. He loves this experience and the concept and wanted to start doing podcasts. For him, it’s like a simple conversation with your friend. It’s an opportunity for people to share their stories. It’s something he’s really enjoying and valuing for people too.

It took him 6 months to find a nice way to include his audience and interact with them. He thinks podcast gives to his audience emotions and inspire them to grow.

Future

In the future, Alex will continue to post photos on his Instagram account. He wants to make videos of his interviews and post them on his Youtube channel.  Internet users will enjoy watching people having a conversation !

If you want to learn more about Alex and @ShanghaiObserved. Please click on the podcast to find more informations ! I hope you will enjoy it !

Categories
Buzz China Chinese Marketing Sport Success in China WeChat

NIKE, a Chinese success story

Discover 5 Nike’s marketing campaigns in China

NIKE, Inc. is the world’s leading designer, distributor of footwear, apparel, equipment, and accessories for a wide range of sports and fitness activities. In 2018 the famous comma brand generated more than $ 34 billion revenue worldwide. Therefore, putting it in the lead in terms of market share over the year. Representing more than 15% of its annual turnover and being constantly increasing for four consecutive years, China remains the fastest growing market for Nike. That is the reason why I propose you through this article to discover 5 marketing campaigns of Nike, which allow the company to be today the biggest player in his sector on the Chinese market.

1. NIKE – JUST DO IT.

The storytelling is the foundation of the global Nike’s marketing strategy. In its ads the brand doesn’t sell a product but the emotional benefits that can bring its equipment. Through each of its campaigns NIKE tells a different story, usually staging a hero overcoming the difficulties he faces. As a result, everyone can identify himself through these promotional campaigns and are driven by the slogan “Just Do It.“.

2. NIKE – I GOT IT

Every marketer know that to seduce the Chinese market a product has to be customized. Which means adopt a China-specific strategy, in other words be unique. Across this commercial starring young local basketball player facing the obstacles and pushing its limits that remain in the Nike codes. NIKE battered his universal signature “Just Do It.” by “I Got It” more personal and individualistic version adapted to the Chinese audience.

3. NIKE – FREE START

FREE START NIKE WECHATWe cannot talk about setting up a brand in China without talking about WeChat. With a relatively young mobile audience NIKE is aiming just by first opening an account on the platform in 2012. This allows the company to communicate with the audience on a daily basis. Being present on the networks is not enough to benefit from a great reputation. It is important to offer content that grab the attention of users, making the buzz. For example, to do this NIKE has shown a very noticed entry through its application to offer for purchase via WeChat a collection of shoes custom-made directly by people through the application.

 

 

 

Source: marketing-chine

4. NIKE – REACTLAND

China is considered to be at the foreground of technology. Nike has wanted through these two following campaigns to honor its new products through the best way. By offering to its customers an immersive experience through gamification, thus associating digital with reality. REACTLAND allows users to create their avatar and test the latest cushioning shoes technology.

5. NIKE – DARE TO BECOME

For the last World Cup in Russia Nike has decided to promote soccer in China through this funny commercial. Which let the world know that they are preparing to play an important role on the international scene. As a result, the campaign have been viewed more than 200 million times in just one week.

 

To sum up, you have to know that to succeed on the Chinese market companies have to adapt their strategies to the audience. By firstly understand the local culture but also in thinking about creativity and customization. The multiple Nike’s marketing and communication strategies are the perfect examples.

 

Interested by sport in China? Please find through this LINK more articles in addition to this one 😉

 

written by: @PommierJordy

Categories
China digital art Digital Business Marketing platforms Success in China WeChat

The best online art platforms

What are the best online art platforms?

 

In my last article, I’ve covered why online art platforms are democratizing art. Today, I would like to complete this analysis of online art by sharing the platforms you need to know.

I tried to diversify their origins to have an overview of what’s going on around the world and decided to select only independent platforms. These online art platforms are not created by major auction houses like Christie’s or international art galleries like Gagosian. If you are or want to become an online art buyer, try these online art platforms.

 

  1. Artjeff: social media auctions (China)

     

    Artjeff app china auction              ArtJeff wechat art sales

    Source: 1. Artjeff App  – 2. Artjeff WeChat group discussion

     

    As I am currently living in China, I was particularly willing to discover more about the Chinese online art landscape. And I found Artjeff by a miracle (or maybe not). But I thought it was a very good example because they are selling on WeChat, the 5th leading social media platform in the world, as well as on their own App.

    Since it was founded by Hu Hu in 2014, Artjeff is making day and evening online art auctions directly on WeChat. The contemporary art pieces are seriously selected and not coming only from Chinese but also from Western and other Asian artists.

    It is simple, ArtJeff posts a picture of the artwork in their WeChat group and participants are bidding by adding the amount they are ready to pay directly on the discussion. At the end of the time according to online art sale, ArtJeff receives money from the online art buyer offering the best price.

    They promote their art auctions via their Official WeChat account and have recently launched an App where you can also bid during online art auction sessions as well as discovering some cool artists.

     

     

  2. Artsy: the $100.9M online art platform (US)

     

     

    artsy online art platform

    Source: Artsy website

     

    Artsy was founded by Carter Cleveland, an American computer science genius. This platform is not only selling art online but is also a place to discover everything you need to know about art, artists, current trends and much more. It’s an online resource featuring a huge number of artists from painting and design to performance art.

    The algorithms used on this website allow users to discover more artists that you’d love. For example, if you are looking for Picasso, they will propose you some artists related to this request.

    But what about online art sales?  Artsy offers visitors the possibility to buy artworks in different ways: instant purchase, making an offer, bidding and inquire prices. You can register to bid events and offer your price.

    Artsy is considered as one of the biggest online art platforms and has raised a total of $100.9M in funding over 8 rounds. They are supported by a group of investors like the ex-chairman of Google, art collectors, venture capitalists, art dealers… and other international art gallery founders.

     

  3. Arland: social art market (Denmark)

     

    artland selling art online

    This online art platform is “a digital social community for art collectors and art lovers that helps you to discover, buy and manage your art collection at a reasonable cost” said Mattis Curt, co-founder of Artland.

    Their mission is to lower the barriers for newcomers to enter the art world as well as connecting art galleries and collectors. Users can ask questions, share their thoughts and communicate on art related subjects.

    In term of business model, they are offering subscription services to allow art galleries to showcase their work. The plus is that they start to pay only when the first artwork is sold to online art buyers.

    Artists can showcase their work but can’t sell directly. They can get in touch with online art galleries and create their own network for potential partnerships.

    As Artsy and Artjeff, Artland is also a way to discover more about artists and the art industry to find inspiration and learn more about what you could potentially buy. It’s a common digital marketing tool in this industry.

  4. Magnus: Shazam for Art (Germany/US)

     

    magnus shazam for art

    Created by the German economist, entrepreneur and author Magnus Resch, this Shazam for Art App is a very convenient technology. It allows users to scan an artwork and discover all information about the artist, the museum or art gallery where you can find it, its price and some similar pieces of art.

    After taking a picture of a painting, for example, you just have to wait a few seconds or a few minutes and they answer your request. Information is coming from a crowd-sourced database of more than 8 million artworks located in art galleries from NY, London, Paris, and other big cities. In case your artwork is not in the database, an art specialist gives you an answer in the next 10 minutes.

    And good news! It’s free. Magnus Resch told The Art Newspaper “I want to make the art market more accessible. Asking for a price is very annoying, it’s like a beauty contest”.

    In 2018, Leonardo DiCaprio who is also an art collector joined Magnus as an investor and advisor. He said, “I am proud to partner with Magnus as the app continues to educate people everywhere about the art around them”.

 

 

Categories
China Chinese Lifestyle MBADMB Shanghai Success in China Tourisme Travel Travelling

L’étoilé le moins cher du monde à Shanghai

Le restaurant Michelin le moins cher du monde à Shanghai

Vous rêviez de manger dans un restaurant Michelin deux étoiles ? 
Les restos deux étoiles en France sont trop onéreux ? 
Vous pensiez que c’était trop cher pour vous ?  

Bien sûr, nous sommes habitués aux restaurants étoilés Michelin français hors de prix. 

La chance vous sourit, bienvenue à Shanghai, la ville où il existe le restaurant deux étoiles du guide Michelin le moins cher du monde.

En effet, depuis l’arrivée du Guide Michelin à Shanghai, le 21 septembre 2016, Le Canton 8 fait parti de ce fameux guide reconnu à l’international. C’est un restaurant où vous mangerez vos plats chinois préférez de très haute qualité pour moins de 8 euro.

8 euros cela vous parait impossible pour un restaurant étoilé Michelin ? Mais c’est bien le cas. Bon c’est vrai que le service et la qualité de cuisine ne vaut pas les étoiles que nous trouvons en France, mais la cuisine propose de l’authenticité chinoise avec une dose de maîtrise très intéressante.

Le quartier :

Un petit restaurant chaleureux situé à Puxi, un quartier chic et branché de Shanghai. A l’intérieur, le cadre et l’ambiance sont assez sobres mais agréables.

Sur la carte, des délicieux dumplings pour tous les goûts, des noodles à prix imbattable, et pour les plus aisés, du homard.

Le test :

Je l’ai testé pour vous avec mes camarades du MBADMB, et nous nous sommes régalés.

Bon c’est vrai que nous avons eu quelques surprises… 🙂

Un ami attendait impatiemment ses dumplings de haute qualité quand son assiette de pate de poulet est arrivée devant lui, oups il avait surement mal lu le menu… Heureusement que quelques minutes après, une autre amie végétarienne impatiente de manger son plat, était ravi de voir arriver du foie de porc dans son assiette.

Pourtant, je vous rassure les cartes sont belles et bien en anglais, mais il faut bien regarder la description du plat… et aussi se faire comprendre… 😉

Ils proposent aussi des menus complets entre 300 et 500 yuans. Avec ce menu, c’est un défilé de 5 ou 6 plats qui vous attendent : assiette de homard, huitres etc…

Mon avis :

Au final, la nourriture est bonne mais était-ce niveau Michelin… bien peut-être. Est-ce que j’irais une fois de plus, oui. 

En tout cas, si vous êtes à Shanghai, c’est pour vous l’occasion de vous asseoir à la table d’un deux étoiles Michelin sans vous ruiner. Nous en avons eu pour 18 euro chacun avec plusieurs plats et boissons comprises. A ce prix-là cela serait dommage de le rater ! Il est assez difficile de réserver à l’avance. Je vous conseille d’y passer quelques heures avant de manger afin qu’ils vous gardent une table.

Le Bibendum comprend 129 établissements à Shanghai. Parmi les primés deux étoiles on y trouve : L’Imperial Treasure, le fameux restaurant de notre français préféré : L’Atelier de Joël Robuchon, le Yi Long Court, le 8 1/2 Otto e Mezzo Bombana, et le Yongfoo Elite.

Pour les plus pointilleux, il est possible de trouver deux restaurants 3 étoiles : le T’ang Court et le fameux Ultraviolet qui dispose d’une seule table pouvant accueillir 10 convives.

J’espère que cet article vous donnera envie de l’essayer, et surtout n’hésitez pas à m’y inviter 😉

Ou le trouver ? 

Adresse du Canton 8 : 
No. 63 Runan Street, Shanghai 200000 Chine
Téléphone :
+ 86 21 31 65 8198

Mon Twitter : Ici 

Louis Slosse.