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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

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Alibaba Business China Digital Business Events Marketing

Single’s Day: le Black Friday made in China

Le Single’s Day, c’est quoi ?

En France, tout le monde connaît le Black Friday, mais avez-vous déjà entendu parler du Single’s Day ? Peu répandu chez nous, c’est pourtant bien lui le plus grand événement de vente en ligne au monde, loin devant la concurrence.

À la base “fête des célibataires”, le 11 novembre est aujourd’hui un événement commercial à échelle unique, et une occasion pour les plus grandes plateformes d’e-commerce de Chine telles que Tmall (Alibaba) ou Jd.com d’afficher des prix défiant toute concurrence. Depuis sa popularisation en 2009 par Alibaba, le Single’s Day explose les records année après année, avec près de 134 milliards d’euros de produits vendus en 2021 grâce la participation de plus de 800 000 000 de Chinois.

L’infographie suivante présente les chiffres XXL d’une opération commerciale à échelle unique, qui pourrait très vite trouver sa place chez nous.

Pour ceux souhaitant en savoir plus sur le Single’s Day du géant de l’e-commerce chinois Alibaba et sa stratégie de développement international, voici un article qui vous permettra d’approfondir le sujet.

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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.

 

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Digital Business Events Marketing

2021 China Beauty Expo

2021 China Beauty Expo successfully closed out the 3-day show on the evening of May 14th at the Shanghai New International Expo Center ! This edition welcomed more than 3,200 beauty enterprises.

8 trends were discovered :

1 New regulations catapults inspection

Cosmetic companies have been facing new challenges due to the new regulations implemented earlier this year. Inspection and testing institutions are increasingly demanding with the efficacy and safety of products.

Indeed, the system of evaluation of the efficacy of cosmetics is a key feature.2 Technology, More Choices, Customization

Always in search of innovation, the R&D of cosmetic companies seek to integrate the latest technologies into their products to stand out. The integration of science, technology and innovative products is accelerating. Indeed, the world of cosmetics is very competitive.

3 Traditional categories, more precise

The categories of masks and treatments are evolving rapidly, becoming more and more specific. Products are becoming more and more adapted with the use of new technologies, ingredients and concepts.

4 Sustainability & Green Beauty

The concept of Clean Beauty is very topical, the “minimalism” takes all its sense in the framework of the new current regulations.

The reduction of plastic in product packaging is also a strong trend. There is a growing demand for the use of natural, biodegradable and unique materials.

5 KOL/millennials are the key

Millennials are very present on social networks, they find recommendations and promotions online. These young consumers have become more and more demanding, especially in the field of cosmetics. They are looking for effective products with special features. The current young generation of consumers is already paying attention to skin care products.

6 Pharmaceutical skincare

Consumers are paying more attention to the health of their skin, especially sensitive skin. To meet the many demands of consumers, companies are trying new pharmaceutical experiments.

7 Cross-border integration

With the continuous emergence of new products, cross-border integration has become a new trend. This allows to multiply sales.

8 Ins style, more interesting and fun

We are in a digital first era where social platforms allow the cosmetics industry to create, innovate and showcase their products. Skincare, makeup and other products can be presented in different interactive, fun, interesting forms.

The Chinese cosmetics industry is engaging in new regulations and new technologies.

For more trend and insights, category analysis, please follow the official WeChat account “ChinaBeautyExpoGlobal”.

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Apps Business China Chinese Chinese E-Commerce Plateforms Digital Business eCommerce Marketing Outils 2.0 platforms TikTok

TikTok, more than a social network?

 

 

TikTok to expand new business branches

 

TikTok, a LinkedIn competitor?

The network that everyone talks about, is getting a new haircut. Actually, new implants of hair so to speak. In deed, the famous short-video entertaining company is developping new tools in order to its user to find a job. Directly in competition with LinkedIn, how could this new branche look like? The idea is to create a webpage that you can access through TikTok, where you will find the different offers.

How will you be able to apply? Well, through the very principle of the app : video. You will have to record a “video CV”, which you will eventually be able to display on your TikTok account. The latter will be optional of course, only if you want to promote this new service or not. That being said, you can already find those kind of video on the app : people showing their daily routine, their skills or their job. Either way, this update will surely bring more traffic to the app, a younger audience looking for beginner jobs. Let’s juste hope that TikTok secures the different job posts and ensure to authenticate each recruiter.

 

The first steps of E-commerce on TikTok

Let’s talk about e-commerce now, a sector roughly installed nowadays. We saw Facebook and Instagram inaugurating their marketplace, which draw the first steps of social media into this sector. The thing is that in Asia, e-commerce is way more developed and number of social media are based on that, like Xiaohongshu (Little Red Book). the thing is that TikTok is precisely owned by ByteDance, which is a Chinese company. In that regard, of course you will want to develop an e-commerce branch of the app.

The recent agreement between the application and Shopify explains itself: a business oriented aspect shows its face, bigger than ad targeting. This functionality is being tested right now in UK and Europe, so we will surely find out soon what it is about.
Moreover, advertisements diversification are expanding with new formats, and that is another thing that will bring announcers to the platform. TikTok is already like any other social media app, soon we will find out to what extent company can get money from it.

 

A business friendly app

We talked about companies, well TikTok is warmly welcoming them. Indeed, the platform launched brand new tools to manage the different posts. One of them is a video editor, a smart software that will help brands to advertise correctly on this social network. It can unlock native content from TikTok, like popular music, typo or colors matching with its environnement. Brands can add custom subtitles, cut scenes and many other things.

The other tool is a platform that helps to create new content, called Business Creative Hub. This free extension, usable by TikTok Business users, offers the current trends, best practices and gives advice about advertising on the app. There is also tab with specific indications for video, with three feeds : Trending Business, Engaging Business and Trending Community, each one translating a special advertising goal. With such range of tools, companies in the Occident will quickly master the art of digital communication just like those in Asia.

 

The ongoing issues of an ambitious network

Although TikTok provides many tools that will help the platform grow, we can observe many drawbacks due to the immense userbase (around 689 million active users). Along with many pedophilia reports, TikTok UK recently dealt with accusation saying that ByteDance was collecting information on children on the platform and selling it to third party entities. If the app itself is making money over the youngest, what to do then? A true problem, as data privacy is an important matter nowadays. A matter that TikTok Italy took in its responsibility, as the local branch took down half a million accounts, as their users didn’t respected the age minimum of 13 years old. We would like to see some more of this policy for the app in other countries. Data issues shouldn’t rely on the local policy, other wise you always end up in an unbalanced situation.

 

What to retain?

Anyway, TikTok seems to possess all the tools to please both brands and users, but also any deviant behavior. The total success of the app is now resolving in its capacity to implement maximum data security and protection, especially for the youngest users.

 

 

References:

Al-Heeti A., April 21st, 2021, TikTok hit with child privacy lawsuit“, cnet.com

Al-Heeti A., May 11th, 2021, TikTok is reportedly launching a tool to help users find jobs“, cnet.com

Aballéa A., April 7th, 2021, “TikTok lance un nouvel éditeur vidéo entièrement dédié aux marques“, blogdumoderateur.com

Aballéa A., April 19th, 2021, “TikTok lance Business Creative Hub : conseils, inspiration et bonnes pratiques“, blogdumoderateur.com

Hay J., May 14th, 2021, “TikTok va marcher sur les plates-bandes de LinkedIn“, journaldugeek.com

Jaimes N., Feb 23rd, 2021, “Avec Shopify, TikTok veut montrer aux e-commerçants français qu’il sait vendre“, journaldunet.com

Jonniaux A., May 14th, 2021, “TikTok supprime plus de 500 000 comptes de mineurs en Italie“, journaldugeek.com

Rochefort M., May 12th, 2021, “TikTok teste actuellement un outil de recrutement“, siecledigital.fr

Rosso S., May 12th, 2021, “TikTok en route vers l’e-commerce“, siecledigital.fr

 

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A.I Blockchain Business China Chinese Digital Business Virtual Reality

The 4th Digital China Summit : A close up

ia-virtualreality
A visitor tries out a virtual reality rotation based on 5G technology on display at the Digital Achievements Exhibition at the 4th China Digital Summit in Fuzhou, April 25, 2021.

Last month, on April 25 and 26, the fourth annual Digital China Summit was held in Fuzhou. Capital of the Chinese province of Fujian, located in the southeast of China, not far from Taiwan. This event allowed the signing of more than 520 projects with important investments. The figures are around 319 billion yuan which is equivalent to 44 billion euros. The areas covered are artificial intelligence, 5G, the Internet industry, and blockchain.

The 4th Digital China Summit

This two-day hybrid event was indeed organized in person, but also online, through a dedicated platform. The event was divided into seven sections. With one main forum and twenty sub-forums. During this event, they gave more than 80 press conferences, with an innovation competition and an exhibition. This exhibition represented over fifty major companies like Alibaba, Huawei, Tencent, etc. Open to the public until April 29.

The theme of this summit was “Stimulating New Dynamics of Data Factors and Starting a New Journey for Digital China” and about 120,000 visitors were able to attend this event during the second day. The Digital China Summit is organized by the National Development and Reform Commission, the Cyberspace Administration of China, the State-owned Assets Supervision and Administration Commission of the State Council, and the Fujian Provincial Government.

 

autopilot aircraft
A manned autopilot aircraft presented as part of the exhibition of the digital achievements at the 4th China Digital Summit in Fuzhou.

The themes discussed around digital

During this event, we saw many presentations around digital transformation in several sectors: governance, ecology, IT, economy, urban construction, and rural revitalization.

Let’s look back at several of these themes:

  • First, the “digital society” highlighted achievements in developing convenient and accessible digital services for all, while focusing on improving users’ lives and digital security.
  • Second, on “digital industry” focused on its presentation on Ultra HD 5G + 4K/8K video and China’s new technology infrastructure.
  • Third, “digital government” presented innovative practices used by Chinese city administration and departments around data culture for example. They also discussed the integration of e-government services and support for the application of new technologies.
  • Finally, the “ecology” section focused on the areas of digital yuan, digital transformation, and digital financing for the environment.

We can also add that a “digital space of future concepts” was planned and built in the exhibition square, to fit the theme of this edition. This structure hosts exhibitions on technology and environmental protection, technology and the future, technology and art, and the convenience of digital life. It is also in this space that all the contracts signed during the event have been listed.

We hope that the fifth summit will be as successful as this one! Moreover, if you want to know more about China, I advise you to read this article.

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Apps China Chinese E-Commerce Plateforms Life in China Mobile platforms WeChat

WeChat : An introduction for Western Players

Although WeChat is tremendously used in China, it is not very well known in Europe. This is the reason why I decided to talk to you about it. You may have already heard about it but do you know exactly what Wechat is?

 

Launched in 2011 by Tencent Holdings, the Chinese tech colossus, WeChat is a super app that brings together all the internet in one platform. WeChat is considered as a real digital Swiss army knife of the Chinese daily life. The platform already gathers more than 1.2 billion users, with a penetration rate of more than 90% in China. (63% for Facebook in the United State for comparison).

The concept of WeChat is rather difficult to describe for us, who are used to having an application by utility and by need. But, if originally it was a simple mobile instant messaging application similar to Messenger or Whatsapp, today it offers a real ecosystem of services.

With WeChat, Tencent has inaugurated the super app model. A parent app that hosts other mini-apps, which range from ordering a cab to a Covid-19’s case tracking system. Today more than 4 million mini apps exist in WeChat.

In ten years of existence, the application has become a way of life. Checking the weather, talking with friends and colleagues, shopping, playing games, paying for groceries, booking a restaurant or even buying a train ticket. On the social side, users can create a private account, follow their friends or favorite stars, interact with them, create group chats, make voice or video calls, share photos on their feed, meet people and play games. A user can go through his or her entire day without ever leaving the app.

 

The app evolution through the years

WeChat began life as a basic messaging app focused on text messages. Then, it added phone and video calling capabilities. Then, it began to expand into areas that had previously not been associated with simple messaging apps, like pages for photos, linking, liking, commenting and updates. It started to become a social network.

After that, it added functions like taxi hailing and food delivery. E-commerce and fund transfers weren’t far behind. It continuously added functions that its users needed and wanted. For example, the addition of voice messages made it faster and easier to communicate and were a huge hit. They could be recorded while on the go and cut the time spent writing complex Chinese characters onscreen or picking them out of predictive text menus.

Finally, it added virtual red envelopes like the ones given out at Chinese New Year with money in them. Users could send money through the app and millions of people did just that. That’s when the app became ubiquitous.

WeChat Pay meant people could settle restaurant bills and pay for groceries with their phone. Now, people were doing everything from booking and paying for flights to buying a few apples from a tiny market vendor with the app. WeChat has become so big that the word “app” doesn’t adequately describe it.

 

Types of accounts

WeChat accounts come in two basic flavours. There are personal accounts, which are also known as private accounts. Then there are official accounts, which are also called public accounts.

  • Personal accounts are for people who want to stay in touch with friends and family, subscribe to official accounts and use the app’s mini-programs and services.

 

  • Official accounts are for brands, businesses or high-profile individuals so that they can get followers, communicate or redirect people to their website or e-commerce store.

 

  • Official accounts have three types: service accounts, subscription accounts and enterprise accounts (WeChat Work). Enterprise accounts function like workplace intranets, similar to apps like Slack.

 

  • Service accounts are for businesses to communicate with customers and have plenty of sales- and service-oriented functions. You can open a WeChat store, create mini-programs and access additional WeChat functions.

 

  • Subscription accounts focus more on brand communication. They’re the only type open to individuals as they don’t require a business licence. One to six articles can be posted once a day with this account. They reach users through a subscription account folder with no push notifications so they’re less visible.

 

How do people use WeChat?

WeChat is popular for both casual and business communication. With its current capabilities, you can send text and voice messages, pictures or video in direct messages or group chats. You can also share posts on your Moments page.

It’s commonly used in workplaces as it facilitates easy file sharing and conference calls. Enterprise accounts can be used to apply for leave, track projects or submit reimbursement forms. You can also scan someone’s WeChat QR code instead of exchanging business cards.

 

WeChat Pay makes paying easy

WeChat Pay launched in August 2013. It’s linked directly to a user’s bank account and can be used to pay for things on- or offline or to send money to friends by scanning a QR code. This can be done almost everywhere in China, whether you’re in a high street store or at the hawker markets. It has been widely adopted as it doesn’t require expensive terminals that need to be rented or bought – all it requires is two phones.

This, along with Alipay, is a primary driver of the cashless lifestyle in China. It’s even got to the stage where the average person in China leaves the house without cash on them. And plenty of people there, if given the choice between losing their wallet and losing their phone, fear losing their phone more.

Because WeChat makes most of its revenue from transaction charges and financial products like insurance and small loans, it doesn’t rely on advertising for revenue. Some feel that the result of this is that WeChat’s pay per click advertising is expensive and not highly targeted.

WeChat Pay has expanded beyond China’s borders, along with the country’s outbound tourists, and as of December 2020, it could be used in 55 countries and regions.

 

Keywords and constant updates

WeChat’s official accounts are similar to a Facebook page. Users subscribes and brands, media or individuals post articles, news, product reviews, personal stories and more. Then you get push notifications from them daily or weekly.

Users can also search for content using keywords. This includes articles from official accounts, mini-programs, friends’ posts on their Moments page, text threads and more. People do product research, find news and check on old conversations with their friends – all within WeChat.

This constant and convenient supply of information means that WeChat is the default information source for many people in China as well as the primary touchpoint connecting them to the world.

 

Mini-programs: apps-within-an-app

In January 2017 Tencent officially released its WeChat mini-program platform. Mini-programs are cloud-based embedded apps within WeChat, making them simplified, streamlined apps-within-an app essentially. Being cloud-based, people didn’t need to install them on their phone. Their introduction meant that people didn’t need a lot of apps crowding their phone. They could just install WeChat, save memory, battery, data and download time, and do almost everything within WeChat. It was a masterful move by Tencent.

Mini-programs for hailing and paying for taxis, paying electricity bills, e-commerce stores, food delivery, playing games and more all work smoothly within the app. You can make hotel reservations without downloading a travel app. There’s even a mini-program that monitors your phone’s battery usage and sends a push notification when it’s low, with directions to the nearest available power banks or charging stations. They’re also perfect for brands that want to connect with customers who are nearby or in their city.

 

The little app that could

No-one could have predicted in its early days as a simple copycat messaging app that WeChat would ever turn into the all-encompassing behemoth that it is today. It learned from and mimicked its rivals but it didn’t stop there. It also paid very close attention to its users and their needs and wasn’t afraid to go beyond the boundaries of what people thought was possible for an app. It’s now at the stage that it’s a hybrid of Whatsapp, Facebook, Venmo, ApplePay, Amazon, GooglePlay, Skype, Uber, Yelp, Expedia and more.

And the little copycat app that could is now being copied by the apps it once mirrored.

There are two versions of WeChat. In China, users usually refer to the app by its English name, WeChat, even though it has a Chinese name as well, Weixin.

 

Categories
Business China eCommerce Luxury Marketing

INFOGRAPHIC : The New Luxury Customers in China

For 3 years now, we have noticed a global increase in purchasing luxury goods in China.

Here are some interesting figures:

  • 60% of growth in total spending in 2018 is due to China’s younger consumers.
  • The post-’90s Chinese generation is less loyal than the post-’80s generation to luxury brands.
  • By 2035, the younger generation could represent 40% of the country’s luxury goods buyers.

If you want to know more, I invite you to read the full infographic on my LinkedIn.

Categories
A.I Business China Mobilité News

Tesla and China : a matter of privacy

 

 

China to ban Tesla use by military and government employees

 

Tesla, a growing company

Founded in 2003 by American entrepreneurs Martin Eberhard and Marc Tarpenning, Tesla is known worldwide for its electric cars, and especially its CEO since 2008, Elon Musk.
A car capable of driving itself, this what the company proclaimed it to become. This dream began in 2003 with the idea of a fully electric sport car that could go further than any of the electric cars on the market then. After gathering enough money, including the $30M from Elon Musk, Tesla finally created its first vehicle, the Roadster. The goal was reached, with 395km of range, more than any electric vehicle before. In order to charge the vehicle, Tesla created stations called Superchargers in the United States and Europe designed for charging batteries quickly and at no extra cost to Tesla owners.

Such a feat brought Tesla to work on a new model, the iconic Model S.

Tesla Model S

The vehicle came to the market in 2012, and in 2014 the famous Autopilot system was implemented to it. This semi autonomous driving is now available on every Tesla models, and makes the company fame. With time, Tesla diversified its range of vehicle with the Model X in 2015, a sport-utility vehicle, and in 2017 the Model 2017, a four-door sedan less costly. Lately, the company is extending even more its range of products with a SUV, the Model Y (2020), the Semi-Truck (2021), a semi-trailer, and the Cybertruck (2021), a light truck.

Along with this vehicle business, Tesla bought what is now its subsidiary, SolarCity. The company develops installs solar photovoltaic systems in the United States, giving Tesla.inc a “green energy dimension”, a new opportunities to improve the current range of vehicles with maybe new ways of charging them.

 

Tesla in China, a land of opportunity

Meeting success in America and Europe, Tesla had to focus on Asia. Elon Musk decided to enter the most complicated market in this area, China. And he did. In 2018, Musk signed an agreement with Shanghai to set up its first factory in China. It is important to notify that China represents around 25 million vehicle sales per year. Lucky for Musk, the government is supporting the automobile area to grow and to welcome foreign companies. Furthermore, it is clear that having a factory right in China will lower the production costs, thus creating a competitive advantage for the brand. With that, the price of the Model 3 decreased, and people began to buy Tesla products.

In addition, the market of electric vehicle in China is growing exponentially. As a matter of a fact, a greener economy is quite the center of attention for the country and its population. It truly is a great opportunity for Tesla to shine and bring the products expected by China.

 

Privacy issues between Tesla and Chinese government

What happened for such a controversy to take place ? The matter, very common for China, is privacy. In summary, Tesla cars have been banned from military bases, and both military and state employees are prohibited to own a Tesla. Chinese government invokes a violation of national security, as the vehicles could leak highly classified information. Such a measure is one of many side-effects due to the ongoing Trade War between the US and China. Since the Huawei case has been stated, privacy is now an important matter for both countries.

Moreover, Bloomberg journal stated that the company could be banned in entier regions of China. The fear of the cars collecting sensitive data via the cars’ in-built cameras seems quite persistent, for a country which knows its subject in matter of cameras. Actually, it is quite interesting to see that China is compliant to let Tesla do business within the country but with wide restrictions. The point to make here is why China would let the American company be at ease with flourishing cities like Shanghai, while restricting it ? The car will still be able to film anywhere around it. It doesn’t cut out the technology embedded in the vehicle.

The thing to retain of it is how Chinese government is able to regulate the market, opened to foreigners but also strict about competitive abuses. Is it censorship to favor the local production, instead of letting external company take over the market ? It could be, or it could be necessary protectionism. It is quite a debatable subject, since local companies represent the identity of a country. Although, in order to expand, some would prefer to open business frontiers and make use of each other’s knowledge.

But for now, let’s see how Elon Musk will handle the lost bullets from the Trump Administration policy towards China.

 

 

References

Cimino V., March 20th, 2021, “Chine : militaires et fonctionnaires ne peuvent pas acheter de Tesla“, siecledigital.fr

Liu J., Zhang C., Li J., March 19th, 2021, “Tesla Cars Banned by China Military on Concerns Over Cameras“, bloomberg.com

Madhok A., July 14th, 2020, “Tesla’s Chinese Foray: Why, What and How“, counterpointresearch.com

Schreiber B., Gregersen E., July 14th, 2020, “Tesla, Inc.“, britannica.com

Zhai K., Kubota Y., March 19th, 2021, “China to Restrict Tesla Use by Military and State Employees“, wsj.com

 

Categories
China Culture Food Gaming

Genshin Impact x KFC in China

What is Genshin Impact ?

In China, the popular video game Genshin Impact is preparing a unique collaboration with KFC to offer exclusive products.
Genshin Impact is an open-world action game where the player is a character named “The Traveller”, who is a lost in a land called Tayvat. The goal is to visit the surroundings and find the Traveller’s brother or sister. It is a real journey that allows the character to travel through many landscapes.

This game, often compared to the Zelda universe, allows players to confront magical creatures thanks to the elements:

  • Cryo (ice)
  • Pyro (fire)
  • Geo (earth)
  • Anemo (wind)
  • Dendro (nature)
  • Hydro (water)
  • Electro (lightning)

You can also meet playable and non-playable characters on the road. The graphics are very well done. They are vivid and gripping, which makes the animation very fluid and allows the player to be а deep in the game. The game also has a unique soundtrack composed by London and Shanghai orchestras. This “RPG” was developed by the Chinese studio “MiHoYo” and is free of charge. It is available on Playstation 4, Android, iOS, PC and is expected to arrive on Nintendo Switch soon.

The unique collaboration with KFC

Genshin Impact is already a hit around the world, but even more so in its home country. This is why Genshin Impact is preparing a unique collaboration with KFC. Goodies are available in the game, while the restaurants are dressed in the colours of the critically acclaimed free-to-play game. The streamer Zeniet, a Vietnamese Genshin player with 150.7k followers on twitter, announced the news in a tweet for international players :

He informs that KFC will offer buckets а the effigy of Diluc. But also limited edition “wing skins”. The collaboration with KFC was released on March 8th in China. However, this unique collaboration will unlikely arrive in Europe. However, it will be possible for players on Western servers to get the KFC glider. The publisher of Genshin Impact announced on Twitter that the KFC skin will be available in the game by July 2021 at the latest.

These crossovers are not new in China. Indeed, the Asian country loves to associate local pop culture with fast food. As was the case for Final Fantasy 14 which also collaborated with KFC.

KFC FF14
Final Fantasy 14 in partnership with KFC

But the video game craze doesn’t stop lа. KFC also launched its own Twitter page called “KFC Gaming” in 2018. On which it shares lots of the same and jokes about the world of “gamers”. KFC knows how to get good publicity. They surf on the latest trendy video games to attract its customers.

KFC Gaming twitter’s account

If you want to know more about China, I advise you to read this article.