STAiiRS - Marketing Agency China’s Post

I've been fortunate to witness these changes firsthand while living in China. Shopping transitioned from mostly offline to around 90% online in less than a decade, with convenience becoming paramount. Now, visiting occasionally and unable to order online, I’m struck by how prevalent the omnichannel China's retail has become. Brick-and-mortar stores focus more on the experience than immediate sales. Instead of a sea of shopping bags in the streets, you'll see crowds at pop-ups engaging with brands, scanning QR codes to stay connected and snag great deals for their online purchases. #OmnichannelRetail #DigitalTransformation

China's retail landscape is highly digitized, requiring brands to integrate public and private domains for seamless omnichannel experiences. Content-driven engagement on platforms like Xiaohongshu and e-commerce livestreams is crucial for customer acquisition and brand awareness. However, extracting customer data is challenging due to data protection laws. To drive sustainable growth, brands must strengthen private domain operations to collect customer data, nurture relationships, and build loyalty. Integrating public and private domains creates powerful omnichannel synergy that uses public platforms for mass traffic and awareness, and private channels like WeChat for 1-on-1 interactions, loyalty, and conversion. Brands must continuously adapt to the changing rules and nuances of each platform.

🚀 Retail in China has become significantly more DIGITIZED. Brands must integrate public and private domains for a seamless omnichannel experience.  🌐 We are seeing rising importance in customer acquisition through CONTENT-DRIVEN engagement in public traffic domains.  📱 For instance, Xiaohongshu (RED), often dubbed "China's Instagram," allow brands to leverage multi-media content marketing and user-generated content to effectively promote products and build brand awareness.  🛍️ The platform has also incorporated more e-Commerce and CLIENTELING features, such as livestreaming sales, custom Mini Program stores, Key Opinion Sales profiles, private messaging..., streamlining online sales conversion and closing the entire customer journey loop. 🎥 E-Commerce marketplaces like JD.com and Tmall are also becoming more similar to social media, with dedicated sections offering SHORT VIDEO and LIVESTREAMING content. 📈 But the benefits NEED to go deeper than one-time purchases. While public traffic domains offer more exposure for building brand awareness and online presence, it's becoming increasingly DIFFICULT for brands to extract CUSTOMER DATA due to tightening data protection laws.  💪 Brands need to simultaneously strengthen PRIVATE DOMAIN operations, which allows them to collect 100% of customer data to effectively target and nurture consumer relationships for future engagement, online and OFFLINE conversion, loyalty, and more. 📜 HOWEVER, it’s worth noting that the rules of the game between platforms are constantly changing so the tactics we mention here need to be adapted when necessary. It’s crucial to stay updated on changes and continuously optimize your approach. Each platform may also require a different strategy. Brands need to dive into the different nuances of each platform, as this is just a high-level take. 🎯 Here’s the takeaway: Brands can leverage public traffic marketplaces and social media to attract mass traffic, and private traffic channels, especially the WeChat ecosystem, for loyalty nurturing via 1-on-1 interactions and customer service.  🔁 Integrating these two can create a powerful OMNICHANNEL synergy that drives customer acquisition and sales conversion, ultimately leading to long-term, sustainable growth. Don’t hesitate to ping me if you want to talk more about making the most of data, omnichannel, CRM... in China :) Many thanks to EZR for the insightful share.  #OmniChannel #China #Retail #DigitalTransformation #ContentMarketing 

From Bricks to Clicks: KPMG Survey Takeaways for Luxury Brands Chinese consumers are leading the charge in retail innovation, with trends like #AI and #sustainability spreading rapidly throughout the Asia-Pacific region. KPMG's latest report offers valuable insights into the "seamless commerce" phenomenon transforming retail, with China at the epicenter. Key highlights include: - Omnichannel Shopping: 48% of mainland Chinese consumers are comfortable with both online and offline shopping, slightly above the regional average. - Social and Livestream Commerce: Platforms like Douyin are becoming virtual malls, especially popular among Gen Z and older generations. - Sustainability: 95% of Chinese buyers support brands with genuine sustainability commitments, with many willing to pay a premium for eco-friendly products. - AI Integration: China leads in AI adoption in retail, enhancing both customer experiences and backend operations. - Gen Z Influence: Digital-first and social-savvy, Gen Z in China favors social commerce platforms like Xiaohongshu and livestream channels. Luxury brands must prioritize integrated digital and physical experiences and align with green principles to thrive in this dynamic market. 📊 Dive into the full article for more insights! https://lnkd.in/eM2UK87E #RetailInnovation #LuxuryBrands #Ecommerce #Sustainability #AI #GenZ #Omnichannel #ChinaMarket

Consumer trends evolve rapidly. The pandemic triggered a seismic shift in behaviours, as many switched to #eCommerce to navigate lockdown restrictions. In 2022, APAC eCommerce in Asia Pacific grew 12.5% to US$3.4 trillion in 2022, per data from the market research firm Research and Markets. With an expected CAGR of 10.2% from 2022 to 2027, the industry will touch US$4 trillion by 2028. #eCommerce #research

Chinese consumers set the bar high – they will not settle for less. Their product research goes the extra mile, which tends to surpass Western counterparts, spanning MULTIPLE channels – both online and offline. Moreover, while social media players like Facebook & Instagram predominantly serve marketing purposes, platforms like WeChat have redefined omnichannel retailing, providing seamless integration between in-store and digital experiences. CRM systems in the West may be advanced, but still fall short in integration compared to China's comprehensive approach. From unified membership offerings to heavy use of data analytics to serve customers across channels and even franchise partners! The KEY to meeting the complex demands of the local consumers is a MULTIFACETED #omnichannel approach. Brands need to remain visible and deliver seamless personalized experiences on the right channels (on top of offline retail) with WeChat Mini Programs, #WeCom, Marketing Automation, and more. This August, IT Consultis and Hack40 had the pleasure of conducting a 1-day educational workshop for a world-leading beauty group. We delved into local omnichannel retailing trends, O2O dynamics, and key technologies to adopt in China’s unique landscape. How do you envision the future of omnichannel retail experiences in China? #ChinaMarket

Innovation and Integration: The Omnichannel Odyssey in China's E-Commerce As the digital sales frontier accelerates its expansion, China's e-commerce ecosystem emerges as a prolific tapestry of innovation and engagement. During my tenure as Managing Director for SENNHEISER Greater China from 2015 to 2021, the landscape transformed before our eyes, and I had the privilege of steering our path through these exciting times. We introduced an omnichannel strategy that transcended traditional retail, blending the tactile appeal of in-store experiences with the agility and reach of digital platforms. Through live-streaming, social commerce, and AI-powered personalization, we created a symphony of touchpoints that resonated with our audience's evolving needs. Here are a few insights from this journey: ✨ Live-Streaming Elevation: Positioning products through KOLs not only drove sales but fostered a connection with consumers that went beyond the conventional buyer-seller dynamic. It's storytelling at its finest. 💬 Social Commerce Integration: Platforms like WeChat didn't just host our products; they invited consumers into a narrative woven from their social interactions, preferences, and purchase behavior, all within a few swipes. 🧠 Unique Personalization: AI was starting to be our maestro, orchestrating product recommendations with uncanny relevance and timing, offering a personalized concierge service at digital scale. The result? A crescendo of success that elevated SENNHEISER as a brand synonymous with innovation, both in products and customer experience. But the story continues, and the marketplace evolves. Now, let's tune in together: What strategies have you seen propel brands in China's digital ecosystem to success? How can we further enhance the consumer journey in an omnichannel marketplace? As we look to the future, what trends do you forecast will dominate China's e-commerce landscape? Obviously 2023 and 2024 are not looking as exciting as the previous years in China retail, but have the fundamentals really changed? Let's discuss, learn, and anticipate together. #Omnichannel #ECommerce #China #DigitalInnovation #ConsumerExperience

In the dynamic realm of D2C brands in India, the shift towards omnichannel distribution is evident. Mamaearth's recent expansion of over 1.7 lakh retail points and a 37% year-on-year increase underscores this trend. Other brands like Wholsum Foods (Slurrp Farm and Millé) and SUGAR Cosmetics are also exploring physical retail. However, moving from online to offline channels poses challenges, of which, technology stands tall. Partners, like Honebi, offer a grand solution. With Honebi's tools, brands can synchronize online and offline efforts efficiently, optimizing inventory and enhancing customer experiences. Join the omnichannel revolution with Honebi! https://lnkd.in/g8RRb6XW #OmnichannelTransformation #RetailTech #D2CBrands #HonebiAdvantage 🌐📈

💄 The cosmetic market in e-commerce is experiencing a transformative surge, and it's exhilarating to witness this dynamic evolution firsthand. By 2028, the industry is expected to generate US$129 billion in revenue.💰 If your dream is to create a cosmetic brand of your own, do not let the competition discourage you. Currently, 20% of the cosmetic product lines are indie brands. ▪️ Digital Revolution: With the rise of e-commerce platforms, the beauty industry has witnessed a paradigm shift. Online shopping has become a personalized and convenient experience, allowing consumers to explore and purchase a wide array of cosmetic products from the comfort of their homes. ▪️ Global Accessibility: E-commerce has shattered geographical barriers, offering a global stage for beauty brands. Small businesses and niche cosmetic lines now have an unprecedented opportunity to reach a diverse and expansive audience. ▪️ Data-Driven Insights: The digital landscape provides valuable data insights, enabling brands to understand consumer behavior, preferences, and market trends. This data-driven approach empowers businesses to tailor their offerings to meet the ever-changing demands of the beauty community. ▪️ Innovative Marketing: Social media and influencer collaborations have redefined how beauty products are marketed. E-commerce allows brands to engage directly with their audience, fostering a sense of community and loyalty. Embrace the digital era, seize the opportunities it presents, and join the vibrant journey of the cosmetic market in e-commerce. Let's continue to redefine beauty standards and celebrate the diverse world of self-expression! . . . #Cosmetic #eCommerce #DataDriven #eCommerce #ShopOnCloud

Our #DecodingOmnichannel report finds that about 90% of the Indian retail market will remain offline even as it scales to $2.2 trillion in size by 2030. However, D2C brands should continue to be online-first, says Accel's Prashanth Prakash to The Economic Times. Being online-first allows for faster iteration on product-market fit and brand-building. Prashanth adds that after reaching a certain scale and brand recognisability, D2C brands can look to expand offline to boost sales. Get the full report, Decoding Omnichannel: Stategies for D2C Brands, on SeedToScale: https://lnkd.in/guUWz6MM Read the full interview here: https://lnkd.in/gMKaFJsq