18 August 2017, London, UK
Speaker: Kaitlin Zhang
Are you interested in expanding your business into the Chinese market? Are you considering moving abroad to work in China? Do you want to know what are the most successful brands in China and why?
This session is lead by Kaitlin Zhang, CEO of Oval Branding, an international branding consultancy specialising in cross-cultural new market entry and brand management. Her clients include businesses and senior executives in a variety of industries, such as finance, government, real estate, non-profit, in Beijing, Shanghai, Guangzhou and Shenzhen.
In this session, you will learn how to establish your corporate and personal brand in China. Your will learn about the different social media platforms you can utilise and the cultural difference between China and the UK. Attendees are encouraged to ask questions and network with others.
7:15 - 7:45pm Doors open / Networking time
7:45 - 8:15pm Seminar + Q&A
8:15 - 8:30pm Networking time
www.ovalbranding.com
凯特琳·张品牌顾问公司 Oval Branding,专注于品牌管理,在线营销策略和声誉公关管理。通过以客户为中心的设计理念和系统性的建构方案,提升品牌的价值。
公司业务分为企业品牌管理和个人品牌形象管理。
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How To Establish Your Corporate and Personal Brand in China
1. How to Establish Your Corporate
and Personal Brand in China
18 August 2017, London
Speaker: Kaitlin Zhang
www.kaitlinzhang.com
Tweet @KaitlinZhang
@ClubWorkspace
2. Kaitlin Zhang’s 5 Steps to a Powerful Brand
• Pitch (brand positioning & target audience)
• Profile (photo & video)
• Platform (website)
• Produce (social media, content marketing)
• Partnership (brands & media partners)
4. 1. Pitch – Brand Positioning, Target Audience
• The emerging middle class & ultra rich
• China’s digital-savvy upper-middle class is fueling a consumption
boom that will add $1.8 trillion in new consumption by 2021, about
the size of Germany’s consumer economy today (Boston
Consulting Group Inc.)
• Understanding customer psychology and
motivations
• Localization
5. Consumer Behavior
82% of Chinese shoppers cited product availability as
more important than price.
97% said that their biggest priority when choosing an
online retailer was the use of enhanced technology to
improve the shopping experience.
– Oracle
7. E-commerce in china
• Alibaba’s Tmall Global now features goods from
14,500 overseas brands, 80% of them selling in
China for the first time (Digitalcommerce360, 2017).
• 75% of Chinese consumers shop online at least
weekly (PwC).
8. Key cities You need to know about
• Beijing
• Shanghai
• Hangzhou
• Guangzhou
• Shenzhen
• Xiongan
9. Watch the full documentary:
https://www.youtube.com/watch?v=SGJ5cZnoodY
10. Xiongan New Area – Special Economic Zone
• 2000 km2 in the long term (Greater London Area is
1500km2)
16. How many contacts on average does a Wechat user
have? 194
How many minutes per day does an average spend on
Wechat? 90
How many million WeChat users living outside the
mainland of China? 70 Million
How many million official accounts on Wechat in 2016?
10
19. It’s all about connections or ’guanxi’
• Developing long term
relationships
• Loyalty matters
• It’s always personal
• Respect and
transparency
20. Challenges in Building a Brand in China
• Cultural differences in
understanding IP and
ownership
• Government
bureaucracy & policies
• Finding the right
partners, joint venture
partnership
21. Kaitlin Zhang’s 5 Steps to a Powerful Brand
• Pitch (brand positioning & target audience)
• Profile (photo & video)
• Platform (website)
• Produce (social media, content marketing)
• Partnership (brands & media partners)
24. Contact Me - Kaitlin Zhang
www.kaitlinzhang.com
Twitter @KaitlinZhang
Instagram @kzhangbranding
facebook.com/kaitlinzhangbrandin
g
Email: info@kaitlinzhang.com
Editor's Notes
1 Feb 2017
platform might be imdv
Although China trails the US by $7 trillion, it’s catching up.
Low cost manufacturing economy to one focused on value added goods and services
There is a big difference between popular and market
China’s Gen-Y (the millennials, born 80s to mid-90s) and Gen-Z (born mid-90s to 2000s) alone is as large as the entire U.S. population.
(This year, Singles’ Day raked in $17.8 billion in sales, up from $14.3 billion last year.
PwC found that 75% of Chinese consumers shop online at least weekly. That’s a pretty stark difference from the global average of just 21%
Like the macdonalds
What is the number of WeChat users living outside the mainland of China? 70 million.
How many contacts on average does a wechat user have? 128
Talk to the right person at the meetings
Be interested in the culture, avoid political comments
High context culture: Yes is not a yes, no is not a no.
Yes is not a yes, no is not a no.
Be aware when someone tells you what it’s like to do business in China