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.
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~
Thanks for reading our China news, marketing, tech and social media article – we hope it was useful, relative, informative, valuable.
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Then perhaps you may like to chat directly and personally with Everlyne?
But please, be aware of local (China) time when calling from overseas. Despite rumours to the contrary, Everlyne is human, not a bot, she does eat, drink and sleep – sometimes.
Whatever your question re Chinese Business, Marketing Tech or Social Media, she will know the answer, or know someone who does! A brief intro below;
Introducing Everlyne YU
In 2003 Everlyne Yu co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bic Brands.
She began Uengager, as a SaaS MarTech company focused on customer engagement in 2017.
Hello, Nihao, I’m Everlyne
“I love to talk about and help people understand the amazing ways MarTech and SaaS can work to strengthen your business engagement with Chinese consumers.
I know you have questions or want to talk about your brand or business in China so please, drop me a line opposite. If you prefer live chat, call and talk to me live, in person direct.“
Everlyne is also a key note speaker, lecturer and KOL on MarTech in China. She is CEO of Uengager, business development officer for Bicyu.
Everlyne hs been privileged to work with a variety of international organisations, from VW, Cushman Wakefield, Sodexo, Bristol Myers Squibb to local Chinese firms such as Midea, and OK Order.
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.
Note: App is in Chinese and needs WeChat account to access.
Take Tea with Everlyne
Covid’s persistence means this address is not always available.
But Beijing has many tea shops or cafes where we can still meet and chat