With E-commerce on the Rise in China, Branding Matters More Than Ever.
 
The whitepaper draws upon data from China’s Ecommerce platforms to provide insights, tools and strategies for brands to effectively engage online consumers.
 
Mastering the ever-changing Ecommerce market is a key challenge for brands in China today. Analysts estimate that a total of 10 million online stores will sell over 1 billion products with a transaction value of more than 1 trillion dollars this year. In many categories consumers must choose from thousands of SKU’s and brands, with the ability to compare prices in real time. Standing out and being able to differentiate in a sustainable way will determine a brand’s success for the long term.
 
The whitepaper identifies key groups of online consumers based on shopping behavior and motivations, presenting strategies to both win over and, more importantly, retain them, a crucial factor in a notoriously fickle market where the cost of customer engagement is rising all the time. It also addresses key misconceptions behind common approaches to Ecommerce marketing strategy, such as how the deep discounting often practiced by FMCG brands misses the savviest online brand performers who are looking not only at the top line revenue growth, but also the bottom line value to be gleaned from the Ecommerce market.
 
Table of Content：
Ecommerce is everyone ’s growth channel
Making brands matter on Ecommerce requires modern approach
Brand power equals sustainability on Ecommerce
3 actions to make brands matter on Commerce
Action 1: leverage marketplace beyond media
The marketplace controls all data
Marketplace collaboration should go beyond media investment
Action 2: craft Ecommerce experience with understanding of marketplace algorithm
Know your customers, but also know the algorithm
Focus on the customer journey - every 3 minutes
Craft Ecommerce-centric customer experience
Action 3: think beyond conventional Ecommerce channels
Mature brands should explore their own brand Ecommerce stores
FMCG brands can leverage emerging channels to innovate
Consumers are buying into curated content and social Ecommerce
Emerging channels
 
Edition: 2018
No of pages: 28 （Chinese）+28 （English）
 
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