mardi 10 octobre 2017

What are the most efficient Marketing Strategy in China?

What are the most efficient Marketing Strategy in China?

 I would first say that it is now a must to develop a strong digital marketing for a brand to do well in China since China has the largest online community in the world. With its new booming Middle-class society, China's consumerist culture has exploded and offers a large opportunity to develop new marketing strategies that not only should privilege online marketing but even more specifically mobile marketing that offers the best exposure anywhere at anytime. Innovative technology is becoming the trend of doing marketing and advertising. AR and VR packaging are now becoming more popular for the freshness of the experience it offers.

Going Mobile in China 

Going mobile is the key to reach Chinese audience. It is now easier for consumers to pay online with their mobile phone than using their PC so all commercial activity has to be optimised for mobile. Wechat, for instance, has developed from being a simple messaging platform to being part of Chinese consumers lifestyle, and therefore the perfect tool for efficient Marketing whether through interaction with users or through the Mobile store itself.

Social Media in China 

Speaking of Wechat, Social Media now plays a huge part in Chinese people's lifestyle. With so much impact that I have decided to do more research on this topic for my Master's degree thesis :). Consumers, especially in China, like being able to share their shopping experience, and results show that interacting with consumers on Wechat or Weibo, enhance brand awareness, brand notary and consumers engagement.

ECommerce Exposure 

One more efficient marketing strategy that needs to be mentioned would be e-commerce exposure. Whether on Tmall, JD or smaller platfrorms, consumers are not only looking for low prices but also and even more, looking for high quality and service experience. It is important to develop a quality shopping experience on these platforms: page design, product digital presentation, content, navigation, payment etc. Using the hottest occasional topic of the moment (11.11 for example) as a way to reach the audience is also a great marketing trend. People are more willing to follow hot topics during festivals (CNY, Valentine's day etc) and more open to purchasing.

Search a Good case study of brand

Please find attached a case study report of the clothing brand Zara that I have written with some other students for an assignment we recently had. Although it doesn't include all the components I mentioned earlier as a good marketing strategy in China, Zara has an interesting marketing strategy worth taking a look at.

Zara in China : a Good Digital Strategy 

For example, do you know that Zara is a Spanish brand? It was found that many of us (and from surveys) actually have the perception that Zara is an Italian brand! And the reason why I particularly admire the work they have done around their brand name is simple:
They did want consumers to think that it is Italian for the country's expertise in the fashion industry, so much more popular than Spanish experience in that industry. Some even think that Zara is a French brand since it was so well implemented in its host country. The group also owns brands such as Massimo Dutti, Pull and Bear, Bershka etc.

Here again, doesn't "Massimo Dutti" sound Italian to you? Well, it is Italian but the brand remains wholly Spanish. Smart right? I will let you read more about Zara's uniqueness in my report.

samedi 7 octobre 2017

Alibaba is running to a $ 500 billion Valuation

Alibaba is running towards the $ 500 billion valuation market, while the battle between two of the world's largest retailers (Amazon) is increasing in the markets of India in the United States. As Amazon focuses on expanding its e-commerce activities into new markets, Alibaba invests in companies around the world - going beyond e-commerce to include virtual reality and social media as well.
If there is a transaction that involves any type of business, Alibaba, the company that allows it allows. Amazon is often seen as the place for consumers, but Alibaba's products also push for business-to-consumer transactions. Alibaba is first and foremost an e-commerce platform, more unlike Amazon, there is a complex and extensive ecosystem, which includes Tabao, TMall and In addition to its direct e-commerce sites, it has also started AliPay which allows users to pay on its own platform and AntFinancial, which gives business financing.

Alibaba & Chinese ECommerce Market  

Alibaba has more than 500 million people using its purchasing requests every month and its scale in expanding beyond China. There are operations in more than 200 countries. The company set the record for the largest IPO (initial public offering) in history, listed on the New York Stock Exchange in 2014. This year, Alibaba became the first company in Asia to exceed the $ 400 billion mark. Alibaba's investments include the Southeast Asian e-commerce platform, Lazada Group, Ofo bicycle trading companies, Paytm India's electronic payments company, the Israeli virtual reality creation project Lumus and the US usable company Magic Leap


samedi 9 septembre 2017

China is the world’s second-largest art market but makes up only 1.2 per cent of art photo sales

Art is often described as a classic "good Veblen" - demand goes up as the price goes up because people buy it to impress - and the organizer of the Shanghai Photography Fair is unapologetic about linking art with the market of luxury.
"Visitors to our January San Francisco show were mostly established buyers of photography," said Scott Gray, cofounder and CEO of Photofairs. "In Shanghai, there are fewer established collectors, instead we have luxury brand buyers, which is why the sponsorship model works so well here." China is the world's largest luxury goods market and the second largest art market. But according to a 2015 report compiled by, the country accounted for only 1.2 per cent of the sales of art photos worldwide. For that to change, Chinese collectors need to be convinced that contemporary photography makes a good investment. At Photofairs Shanghai, now in its fourth year, you can find an example of a historical photo on the Magnum Photos stand: an impression signed by Edward Weston, who died in 1958. His 1922 portrait of the composer Henry Cowell, Sky Fear, is selling for $ 60,000.

That figure is dwarfed by some of the prices obtained by contemporary photographers at an auction. In 2011, German photographer Rhein II (1999) Andreas Gursky, an abstract, digitally manipulated river scene, was sold for $ 4.3 million. Dealers want Chinese collectors to become more active at this market level. The Shanghai fair, which was attended by 27,000 people last year, has attracted 50 Chinese and foreign galleries this year, most of which offer contemporary works.

Highlights the Blindspot Gallery exhibition of works by Chinese photographer Zhang Hai'er. The collection includes works from his "Bad Girls" series and the documentary-style images of workers at coal and steel plants taken in the late 1980s while working as a photojournalist.

At the Three Shadows Photography Art Center booth, Liang Xiu's black-and-white autobiographical images expose the struggle facing so many young Chinese today: how do you seek empowerment when you did not have the opportunity to finish school and came of a rural poor, and then they feel ashamed about their body and their sexual urges?

source :

dimanche 20 août 2017

Chinese spent about $56 billion at travel agencies

Chinese tourists continue to trust and use traditional travel companies more than online booking sites in 2017.

Plus the percentage of penetration of online travel agencies in China in search of a record level of Last year. According to a Chinese report on the outgoing market of the Chinese Outbound Tourism Research Institute (COTRI), 20 percent of the 120 million Chinese outbound travelers booked online travel in 2015. This is a seven percent increase from 2014 And the strongest indicator that the reservation sites continents to be more accepted throughout China.

Ctrip & Qunar

Chinese consumers felt less pressed by price wars at the end of last year Ctrip took a stake in Qunar and began working together, a powerful alliance among two of China's largest booking sites. This is probably a factor that more influences consumers on the booking sites, said COTRI.

Yet 80 percent of Chinese travelers booked offline and used one of more than 27,000 travel agents in chunks and mortars in China last year. The number of travel agencies in China has increased by 50 percent since 2006 and is showing some signs of slowing, and COTRI projects for Chinese outbound travelers will spend close to $ 80 billion to travel agents this year.

Chinese consumers spent about $ 56 billion on travel agencies in 2015. They also recorded a $ 11 billion trip to online travel agencies last year, a 70% 2014. While offline travel agents in China have closer relationships with consumers than their foreign counterparts with markets elsewhere, they also compete in addition to the growing popularity of Chinese booking sites like Ctrip and Qunar.

"In China, the line between retail agents and tour operators (also referred to as tourism wholesalers in other countries) is somewhat blurred. It is not uncommon for tourism wholesalers to create not only tourist packages , But also sell directly to customers through advertisements in newspapers, websites and even their own retail stores, "the report said.

Chinese travel agencies can contact and work with incoming tour operators directly without wholesalers, "which can be attributed to the minds of unwanted intermediaries. In cases where a travel agency does not have enough customers for a trip Specific, for example, it will forward its customers to a larger wholesaler and earned the associated commission, "according to the report.

Many Chinese travel agencies operate illegally, including Wolfgang Arlt, director of COTRI, is one of the most gray areas of the Chinese tourism industry. About 10% Of these travel agents are licensed to operate outbound tourists on their own behalf, allowing them to sell different types of travel and the rest use a license or license from another company.

Online travel agencies in China

Online travel agencies in China face obstacles in addition to the offline travel agents do not worry. More than half of Chinese citizens (668 million people) do not use the Internet. The Communist Party of China also exercises a lot of control over the web, which brings most consumers to believe can trust a brick and mortar online travel agent online. And when traveling internationally for the first time - which describes much of the world's largest foreign market - Chinese consumers often prefer to speak with a travel agent in person, the report said. "In the Chinese travel media, the exposure and discussion of online travel agencies can be compared to those of Hollywood stars. Almost every day newsletters and reports from the News on the volatile relationships of Chinese online travel agencies (price wars and partnerships), weight gains and losses (stock sales and acquisitions) and highlights on red carpets (obtaining investment)

dimanche 6 août 2017

The Future of the Education in China

In 1903, the first text on the establishment of an education system at the national level was published in China. The Zòudìng xuétáng zhāngchéng (Imperial regulation on schooling) establishes a schooling divided into primary (nine years), secondary (five years), higher and university (six to seven years) education. Because of the importance he attaches to classical books, Mandarinism was abolished in 1905.

The future of China  !

In the early 1950s, the System of National Examination of Access to Higher Education (SENES) was created by the Government of the People's Republic of China, under the name of Gaokao. The new China needs cadres. Students who graduate from high-school secondary schools, workers and peasants, are recruited as students in order to appoint them in the industry or in the administration, if they obtain the minimum marks required. Until today, apart from an interruption during the Cultural Revolution (1966-1976), meritocracy still plays a decisive role in China. A disaster occurred with the Cultural Revolution. Mao Zedong said:

School in China 

School classes are too heavy, they hurt young people in daily tension. Courses can be reduced by half. It is not appropriate for students to read everyday, they could participate in productive work and social activities. The current methods of examinations, with strange questions, surprise, that confuse, are like approaches in front of the enemy.

tradition VS modernity 

Black tea eggs are traditionally sold in the street and on the markets. The words "miss (...) All the examinations had been abolished, the universities were closed. In the early 1970s, some universities were reopened, but they recruited only "student-peasant-soldier" students on the basis of a very basic examination. For example, a candidate who had been unable to complete the physical chemistry copy and had expressed his wish to enter the university was finally admitted and became a political star of the day. He was called "the hero with empty copy". A film told the story of university admission through "calloused hands" - a sign of physical and painful work - not a written exam. The university entrance examination is then abolished, despised merit and the status of intellectuals dramatically lowered: "The man who manufactures the missiles earns no more than the one who sells eggs to black tea." 2 Families, the importance given to education collapses. Parents no longer care about learning their children, students live day to day in school.

The Gaokao was re-established in 1977, but the social situation changed dramatically. First, the state has begun to implement the one-child policy. An expression perfectly reflects the reality of families: "wanting her child to become a dragon", that is, a genius. Secondly, the "key schools" (zhongdian xuexiao) or elite schools have been created and are highly sought after. The gap between good schools and ordinary schools has widened. Parents seek by all means to have their children admitted to a key school. Finally, the industrialization and commercialization of education have developed silently. In Beijing, the costs of "choosing the school" can reach 60,000 yuan, or 5,000 euros.

Current reforms

In today's Chinese society, the future of young people depends on their studies and university degrees. To get to a renowned university, you have to get a good result in Gaokao and to do this, you have to study in a good high school, a good college, a good primary school, even a good kindergarten. Competition begins somewhat from birth. This situation is called "teaching for examination" (ying shi jiao yu). 17Since the late 1980s, the term su zhi jiao yu has emerged in the field of education. This Chinese expression means "qualifying education" and its translation into English is "essential-qualities-oriented education". According to the Decision on Further Education Reform and the Promotion of Qualified Education of the State Council (1999), the meaning of "qualifying education" is very broad:

Qualified Education in China

Applying Qualified Education means fulfilling the Party's educational principles in its entirety, aiming at raising the level of the Nation's qualification, emphasizing the creativity and practical skills of students, To form the builders and successors of socialism with ideals, moral principles, culture and self-discipline, enjoying full moral, intellectual, physical, and aesthetic fulfillment.

After the completion of the primary school entrance examination and the college in 1990, the admission of pupils no longer depends solely on their residence. Schools often ask for certificates of various competitions: dissertation, sports, piano, dance, calligraphy, English, etc. The winners of the Olympics are favored. According to one survey, 104 elementary school students attended 338 out-of-school courses, with 3.25 classes per student and 6.5 hours per week. A student from Nanjing had 44 certificates3! At the Maotanchang High School in Anhui Province, known as "the largest examination machine in Asia", there was practically military and centralized management: the twenty thousand pupils had no autonomy, underwent training and exercises School year round, without holidays and, with only two hours of rest per week to change clothes.

The implementation of curriculum reform aimed at achieving a reduction in the school load, but it did not achieve the expected results.

In general, teachers must play an important role in educational reforms. But educational reforms in China have often been launched from top to bottom, and teachers have had little involvement in policy-making. According to a survey carried out by the 21st Century Institute for Educational Research, 74% of teachers responded "strongly" and "strongly agreed" to the question on curriculum reform. However, those who said they were "very satisfied" with the effectiveness of the reform accounted for only 3.3%, for a total of only 21.3% of those who said they were "satisfied" or "very satisfied". On the other hand, those who answered "fair" and "unsatisfactory" were 49.3% and 21%, respectively. With regard to reducing student burden, 47% of teachers felt that the school load had increased with the new curriculum and only 8.5% of teachers thought that it had a tendency to lighten.

"Working ardently to qualifying education, prepare effectively to pass the exam", this sentence can summarize the current situation of education in China. It is the cultural heritage of Mandarinism that plays an essential role.

This tradition is confronted with the challenges of international competition, qualifications being the core of future competition. The PISA survey provided guidance on academic skills. China can not ignore these indicators, but only Shanghai has had the courage to participate in the survey. Indeed, the Shanghai municipality is the most urbanized, its most developed economy, its most advanced culture in China. In Shanghai, at the top of the results of the PISA 2012 survey, "hard work" methods play an important role. The survey leader for Shanghai reported that the average course time is 28.2 hours per week, ranked 9th among the 65 participating countries or regions. In addition, the average time spent doing homework is 13.8 hours a week, putting Shanghai ahead, with roughly double the OECD average (7.9 hours per week ). It seems that the reduction of the school load is not easy: if the Gaokao remains, the teaching for the examination should not disappear.

Educational inequalities

Pierre Bourdieu explained the educational inequalities well by cultural capital. The children of the upper classes inherit from their families cultural resources, such as language and general culture, which the popular layers do not possess. The knowledge transmitted by the school resembles that which circulates in the upper classes, the children of the popular classes can never attain the same rank as the children of the upper classes.

If this interpretation is consistent with the situation in Europe, it is not appropriate for China. Chinese culture is more open. Despite the imbalance of cultural resources, children in poor families have a chance to achieve good academic results if they have intellectual capacity and attendance.

Yearbook of Education in China (1949-1981), Beijing: Encyclopedia of China, 1984, p. 338. The proportion of peasant workers among the newly promoted in Chinese higher education institutions was 27.39 per cent in 1953 and 55.28 per cent in 1958. The peak was reached in 1965 with 71.2 per cent in 1965.4 Of course, these figures are the result of the priority policy given to peasant workers. Although this policy is no longer practiced today (statistics on students of working-peasant origin no longer exist), children of popular origin still have an opportunity to enter the university.

source :

vendredi 16 juin 2017

Startup News

Amazon buying Whole Foods for $13.7B

Amazon surprised markets this morning by announcing plans to acquire Whole Foods Market, the grocery chain known for organic products and high prices. Under terms of the agreement, Amazon will pay $42 per share, a 27 percent premium over Thursday’s closing price, in an all-cash deal valued at approximately $13.7 billion, including Whole Foods debt.

Mobike secures $600M

Bike-sharing service Mobike has secured $600 million in fresh funding to expand its global footprint. The latest investment brings total funding to more than $900 million for the Shanghai-based company, which currently operates in about 100 Chinese cities as well as Singapore and Manchester.

Slack said to be raising $500M

Investors with a spare $500 million have decided it makes sense to give it to Slack. The group work messaging platform is reportedly in talks to raise a half-billion-dollar round at a $5 billion post-money valuation, according to media reports. Previously, it was reported that Slack is also fielding acquisition offers from Amazon and others.

Human-named bots on the rise

Siri and Alexa, you’ve got company. A growing number of popular human names are also doubling as names for AI-enabled bot startups. More than 20 such companies have recently raised funding, as the chatbot and digital assistant space heats up

$600M Series E
Mobike is an on-demand bike rental service. The Shanghai-based company operates more than 5M bikes with 100M registered users in 100 cities.
Shanghai CHN · Hardware · Mobile Apps · Travel · Transportation
Yiping Xia
Tencent Holdings (Lead), BOCOM International, ICBC International,