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Marketing, Social, Tech

Learning E-Com from China

alibaba, Alizila China ecommerce

Hello again from Aim2D real time, 24/7 #ChinaBusinessMarketing, Tech and Social Media News Portal of Bic Brands based in sunny Shunyi. Tuesdays we look at business, marketing, tech or social news in and around China. Friday is image gallery where we examine a place, topic or subject giving you greater insight, background to life in China, and of course, your Chinese consumer.

It’s Tuesday, time to take a few paragraphs to look at something China marketing related that caught our eye.

If you are new to Aim2D, apart from our scintillating comments and “infocational” posts on things and places of China (usually Fridays) we also maintain a short list of a dozen or so online publications which offer excellent insight into China. Especially useful for CEO’s, CMO’s or small businesses oh’s who want to dig deeper into understanding their China customers.

Today we are featuring one of those, in this case Alizila, the on line magazine for the Alibaba group. Being Alibaba funded, it is of course, slightly biased. OK, heavily biased towards Tmall and international brands using that platform. But the canny business women will be able to cut through the hype and focus on the key takeaways that are relevant to her business.

What do you do when your business is over 300 years old, your homeland is going through an economic downturn and maybe, just maybe, your brand doesn’t resonate with today’s current digitally driven, environmentally concerned consumers and your key tourist traffic is unable to visit?

Why you move on line, transition to a green philosophy and, if Mohammad can’t come to the mountain, then the mountain goes to Mohammad. Which really just translates to: open an Alibaba Tmall store.~

In this case we are talking about Fortnum and Mason who see the China E-com market as an opportunity not just to reach their hitherto lucrative Chinese tourist market, but also learn a few pointers around on line marketing as well.

You can watch as their CEO, Tom Athron expands on his views and plans for the ancient brand’s future or read the indepth article below.

We were especially interested in his take on “Glamping” (a mix of glamour and camping) in China.While it s certainly true, China’s local domestic tourism has been boosted by weekend or holiday tourism, or what is called “local getaways” we are not sure this is a trend. Perhaps more of a fad that will die once China opens its borders to outbound travellers. Time will tell, we will check back on our accuracy next year. Meantime you might find this gallery interesting: For Holiday, Beijingers Head to the Suburbs.

Of course, there is nothing wrong with capitalising on a fad or short term trend, provided the organisation is agile enough (agile as in nimble and quick to change) and doesn’t invest heavily in long term marketing. We will be watching to see how this plays out for Fortum & Mason – will it boost their fortunes~

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In 2003 Everlyne Yu co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bic Brands.

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If you’re looking for guidance, tips, advice on any aspect of starting or growing a business in China or training, coaching your existing China marketing team for excellence, be sure to check out Uengager. Home page and base for Everlyne Yu. Read her short bio – opposite left – or contact her direct – below – for a free, heart to heart chat.

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