Q: What do super fun brands, daily mentorship, freedom to create, personal growth and a flexible work environment have in common?
A: KFD’s Shanghai Incubation Team
We’re looking for:
If you are a bilingual A player, please message me privately or forward to a friend like you 🙂
#Tmall #TmallPartner #Brands #Success #Alibaba #Management #China #HiringTalent
Do Chinese consumers trust online-only brands?
As with most things when it comes to China, the answer is “yes, but…”
Direct to consumer brands have been very successful in China. A recent example that comes to mind is an online-only brand specializing in shaving razors and accessories that we evaluated. They were EXTREMELY successful in China (I was even a bit shocked at their monthly sales numbers), but this was no coincidence. They had great brand awareness, were fully activated, owned their own IP, had excellent customer service, etc.
So just to give you an idea, the way you want to look at it is not online vs. offline. I want you to look strictly at point of interest and brand readiness. Do you own it? Do the consumers engage with you now? Are your current customers Chinese or do they have ties to China in some way? Do you have the brand assets and ability to provide the instant customer service that Chinese consumers expect? These things are the basis for the whether or not you can expect success in China.
#China #eCommerce #OnlineOnly #DirectToConsumer #Brand #Tmall #Alibaba #CustomerService #Taobao #ChineseConsumers
Taobao…The Land of Self-Trained Experts
The Chinese consumer is the smartest consumer I know. They know the global price point for all of their favorite brands and are very sophisticated in their research. The consumer often starts researching their purchases months before they’re ready to buy.
We recently launched an international baby brand, and we found that the average journey before purchase started 12 to 15 months BEFORE the child was even BORN! When we launch a brand that isn’t already activated in China, we have to adjust expectations because we’re essentially going to lose a year. But if you know that in advance, you can plan accordingly.
Another complaint we hear from global executives and is that they can’t tie their social media investments and all their activation work directly to sales, and it’s because the journeys are much longer and more drawn out. So do the research. Find out what the “experts” who are buying your products are doing before they buy. What does their consumer journey look like? I really encourage you to do this. Understanding the expert nature of Taobao shoppers and their extensive research cycle is key to understanding how to succeed online in China.
#China #Taobao #Tmall #ConsumerJourney #Research #Experts
How To Fight Image Theft Online In China
The easiest way to avoid hard work is to steal someone else’s. While designs may be tempting, most shops will have their own look and feel…at least merchants try to give the “appearance” of originality in their offers.
Not so in JD…
One of our flagships has to compete with semi-authorized dealerships who play dirty. Image and status hijacking causes extreme friction in the brand’s ecosystem. Dealers “fake” their authority by co-opting our designs and images.
To stop this, we complained to the platform and category manager to no end. But the most effective tactic of all was to bring hard evidence to the brand…with a clear indication of LEGAL leverage if they didn’t comply with our request.
I don’t like using such methods and I find it highly ironic that the brand’s GM was the real culprit, in cahoots with the bad guys. But when things aren’t right (and hurting sales), you have no choice but to do whatever you can.
Curious to hear if anyone has had similar experiences…and what worked (or didn’t.) Thoughts?
#China #eCommerce #Tmall #JD #Taobao #ImageTheft #InternationalBusiness
Consumers are super picky. The expectation is now free, same day delivery…brands giving them everything they want, with top notch service and hand holding through checkout and delivery. Consumers can take their time, and they do…
Consumers are also super demanding. The minimum photo shoot for any client is five images and a 360 degree video. That’s minimum to get in now. So your brand assets have to be robust and beautiful, and you have to write a ton of copy and content, and manage the in.
And then on top of that, you have to prove that it’s authentic. And this is actually more difficult than you think because the people that fake and squat in China are very clever, and they look more authentic than the actual branded products. So you have to take videos of your factory, your executive team. You have to prove that you exist and it’s your store.
More important, you have to have that prompt and responsive INSTANT customer service. If we miss 15 seconds, you’re out of the game, they’ve bounced to a new store. China is a place where winner takes all. But if you win, you win conclusively.
#China #eCommerce #Taobao #WinnerTakesAll #Consumers #CustomerService
I haven’t had this experience with domestic Tmall launches, so I’ll share what we know.
On the one hand, rejections are common. Almost all of our clients get rejected on the first pass (usually for discrepant documents.)
On the other hand, our experience is that you CAN get fast tracked and approved by doing these things:
1. Tell your story in a way that makes sense…for CHINA.
That means you focus on why Tmall and Chinese consumers are a great match. If you don’t have local roots, prove that you have relevant global traction that fits into their strategy.
2. Show your investment in the project
If you are a zero, you have no choice but to show them the money.
They want to see a detailed sales plan by month, usually over a 3 year period. If you are in it for the short term or expect Tmall to be a magic ATM machine, you will be tossed out.
3. Have a REAL brand they can see
They need to be able to look you up. Starting with China & if you aren’t there, they look to see where you are & how you fit into a larger category development strategy.
5 years ago it was supplements, then mom & baby, then pet food, then beauty and luxury and so on.
…The rest is icing
#China #Tmall #eCommerce #Taobao #TmallGlobal