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Photo by BI ravencrow on Pexels.com di Pat Sinclair Il mercato dei consumi in Cina sta vivendo una profonda trasformazione strutturale, guidata dall’ascesa del cosiddetto Guochao (l’ond…
Consumption analysis in China: here are the product categories where global brands beat domestic ones, from chocolate to luxury food.
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WHO WILL SHARE OVER 100 BILLION NUTRITION & HEALTH CARE MARKET IN CHINA
As China's economy continues to grow at a high rate, Chinese consumers' awareness of health and wellness continues to deepen, and investment in healthy lifestyles is growing rapidly. This year China promoted the development of the big health industry and actively supported the development of the import business. The Chinese government announced that it will import 30 trillion US dollars of goods by 2030, and the Chinese health food market will usher in development opportunities. It is estimated that China's health food market will increase by more than 15 billion US dollars in the next five years.
The status quo of Chinese nutrition and health products
With the popularity of the outbound tourism market,International information is getting more transparency through the internet.It is constantly being influenced by foreign products and lifestyles.Chinese people's expectations for the quality of product services continue to increase.They pay more attention on product quality and service.
According to the data, China's dietary supplements have the largest sales volume of nutraceuticals,reaching US$25 billion, accounting for 55.21% of the total industry;Nourishing health products, the market size is 15 billion US dollars, accounting for 33.45% of the total industry.
For example in United States,More than two-thirds of the residents already have the habit of eating dietary supplements, while the proportion in China is less than 20%,Therefore, there is a hugegrowth space in dietary supplements in China.
Chinese consumers' perceptions and behaviors on nutrition and health products
According to statistics,93% of the urban population in China, 98% of the elderly, and 50% of young and middle-aged people are taking health care products, and a huge consumer market for health care products is forming.
In the survey, the behavior of consumers on nutrition and health products tends to be more like the following characteristics:
● Consumers prefer to purchase through online channels
In the nutraceutical industry, e-commerce channels are the fastest growing channel. According to statistics, in 2017, China's online market for nutraceutical products accounted for 17.8% of total sales, while in 2010, online channels accounted for only 1.1% of total sales, a 16-fold increase.
The purchasers of Nutritional health products are mostly young , and these consumers are more prefer to purchase through online channels. In terms of supply, Nutritional health products suppliers have also set up online flagship stores on platforms ,such as Tmall and Jingdong (type Amazon shopping platform).
● Chinese consumers prefer imported Nutritional health products.
Affected by the bad news of China's nutrition and health products, as well as the Chinese consumers' trust in the quality of well-known foreign brands and the diversification of products, China also strongly supports the development of cross-border e-commerce to make purchases from cross-border e-commerce platforms. Nutritional health products are a new choice for consumers.
● Consumers prefer KOL marketing
Advertisement, as the main form of health product promotion, has a unique effect in information transmission, attracting consumers and establishing brand image. Surveys show that Chinese consumers are more likely to pay for KOL marketing and are more receptive to it.
The development of imported products in China
The strong demand and large number of domestic products in the Chinese,Health care products on behalf of overseas online shopping and import trade market has great opportunities.Meanwhile, China's dabibian supports the cross-border e-commerce industry, and imported health care products have begun to enjoy the exclusive market of China's $15 billion health care products.
Swisse, an Australian brand, has been increasing its investment in marketing and promotion since it entered the Chinese nutrition and health products market. In order to accelerate business expansion in the Chinese market, the group strengthens Swisse's partnership in cross-border e-commerce and general trade through brand ambassadors and super brand day marketing activities organized by various cross-border e-commerce platforms (including Tmall, netease, kaola.com, jd and Vipshop). This year's double 11 Tmall transaction volume increased by 35%, becoming the first sales volume of imported nutrition and health care products. Swisse's sales in China accounted for 37.1 percent, or about 1.136 billion yuan, of its adult nutrition and care products business as of sept 30, 2018.
Swisse has set up official accounts on weibo, WeChat , xiaohong book and other social media in China. By cooperating with popular variety shows to expand brand attention, swisse advocates the concept of "nature, light life" according to the life characteristics of contemporary Chinese young people, which has aroused the interest of Chinese consumers in the brand.
Strategic analysis of imported nutrition and health products in China
How can overseas nutrition and health product brands continue to seize market share in China with low cost and high return? That needs to improve brand awareness and choose the right marketing.
● Choose China e-commerce marketing
E-commerce has gradually become a new sales channel for health food.
At present, there are two main sales modes of e-commerce, namely, enterprises
establish their own e-commerce platforms and rely on third-party mainstream
platforms, such as Tmall mall and taobao.
In China, relying on the typical advantages of fast and convenient logistics,online shopping has become the most mainstream shopping mode.Compared with shopping platforms frequently used by foreigners, such asamazon and eBay, Chinese people prefer to use shopping platforms, such asTmall, taobao and jd.
In 2018, Tmall saw a turnover of 213.5 billion yuan, up 27 percent year-on-year, while jd.com saw a turnover of 159.8 billion yuan, up 25.7 percent year-on-year. Then the 2018 Tmall double 11 public data shows that the best-selling imported brand is health care products, and it is also the main category of cross-border e-commerce.
● Social media marketing
Chinese people will spend a lot of time on social media, and many smart
businesses in China will use social media to communicate with customers,
spread brand culture, increase customer viscosity and enhance brand value.
However, the social media in China is completely different from that in foreign
countries. In China, FACEBOOK,TWITTER,INS and so on cannot be used. The
mainstream social media in China include WeChat (equivalent to the FACEBOOK
in foreign countries), weibo (equivalent to the TWITTER in foreign countries),
little red book, and Tik Tok.
For foreign brands, they must choose appropriate social media for brand
publicity and promotion according to the actual situation in China. Social media
is an efficient and low-cost promotion platform with little investment but great
potential return.
TOJAR can customize exclusive social media marketing plans for brands according to the psychology of Chinese consumers and corresponding rules and regulations.
● Chinese websites
For a foreign brand, to cater to the preferences of Chinese consumers, the establishment of a local Chinese official website is very necessary. It is a brand image of a way of publicity, but also a way to improve consumer purchase. When consumers want to know about the brand, most of the time they will search the official website. The official website is an expression of brand authority.
TOJAR can according to the attributes of the product website characteristics of the structure, the content of keyword positioning, competitor analysis, site data analysis for SEO promotion.
● Looking for quality dealer services
Choosing a powerful dealer can help foreign enterprises to rapidly expand the Chinese market, and TOJAR can be your business representative in China. We can help you to expand the dealer network in China more efficiently, and we can provide you with professional advice and practical operation plan.
Due to China's unique culture and legal system, TOJAR also offers a range of business services to help you successfully enter China. We provide registered Chinese companies, registered trademarks, legal, financial and other professional services. With rich official resources and unique government channels, TOJAR has an experienced accounting and legal team.
Choosing TOJAR will improve your chances of successfully entering the Chinese market.
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02/2016 | 5 Things to Know About the Chinese New Year
TIME | NASH JENKINS | FEBRUARY 8, 2016
It's a chance to spend time with families and prepare for the good fortune to come.
Monday marks the first day of the Chinese Lunar New Year, China’s biggest and most ceremonious holiday. Though China officially operates on the international Gregorian calendar, the traditional lunisolar calendar maintains ceremonial significance, and so every year, around the new moon closest to the beginning of spring, Chinese people ring in the beginning of a new annual cycle — a chance to honor one’s ancestors and prepare for the good fortune to come.
Here’s what you ought to know about the holiday:
1. It’s about family. Unlike the New Year celebration per the Gregorian calendar, Chinese New Year is not a time for drunken revelry and sequined hats. On Sunday night — Chinese New Year’s Eve — the streets of Hong Kong were quiet as locals gathered in their houses for “reunion dinners” with family members who’ve returned home.
2. The world’s greatest annual migration of people. Fortunerecently called it “the greatest travel nightmare of 2016.” In China, Hong Kong and other countries with a significant Chinese population, the New Year is celebrated as a public holiday — schools and offices close during this time — and so a massive number of people take advantage of the opportunity to travel — either heading home to be with loved ones or going on holiday. Though workers in mainland China are given seven consecutive days off, the holiday period extends through early March, during which officials expect 2.91 billion trips to be taken.
Last Monday, more than 100,000 people were stuck at a railway station in the southern city of Guangzhou after a series of train delays.
3. You’ll be seeing red. To the Chinese, red represents good fortune, and so around the New Year the color can be seen everywhere in Chinese cities: red lanterns hang in doorways; red paper cutouts adorn windows. And a staple of the holiday: red envelopes, called hongbao in Mandarin, or lai seein Cantonese, are filled with cash and given by married people to children, unmarried relatives and friends, and employees. The sum is typically an even number, and it shouldn’t contain the number four, which is considered unlucky because it sounds like the Chinese word for death.
4. We’re entering the Year of the Monkey. The Chinese calendar assigns each new year an animal per a rotating zodiac of 12: rat, ox, tiger, rabbit, dragon, snake, horse, goat, monkey, rooster, dog and pig. Last year was the Year of the Goat; this year is the Year of the Monkey. People born in the Year of the Monkey are characterized as intelligent, witty, curious and playful. The years 1920, 1932, 1944, 1956, 1968, 1980, 1992 and 2004 were also assigned as the Year of the Monkey.
5. It’s now celebrated around the world. China has seen a significant diaspora, and cities that have received a large number of Chinese immigrants over the years are now holding their own celebrations for the New Year. In New York City, for instance, all public schools are closed on Monday to commemorate the holiday. The Lunar New Year festivities are also observed by Vietnamese and Koreans, as well as Tibetans, whose first day of celebration falls on Tuesday.
http://time.com/4211680/chinese-new-year-lunar-monkey/
01/2016 | What China's troubles mean for retailers
RETAIL DIVE | DAPHNE HOWLAND | JANUARY 11, 2016
Stock markets worldwide fell the first trading day of 2016 last week, in large part over worries about China’s economy. In the opening minutes of trading in New York last Monday, the S&P 500-stock index fell 1.8% and the Dow Jones industrial average fell more than 2%.
Trading was halted Monday in China after the benchmark Shanghai Composite fell 6.9% and the Shenzhen Composite lost more than 8% — the country’s first use of a “circuit breaker,” which halts trading to avoid further losses. In another shocker, that mechanism was thrown again a few days after on Thursday. By Friday, the circuit breaker approach was scrapped entirely, which sent stocks higher but left many questions unanswered.
If that all sounds messy, it is. On top of it all, the turmoil came after last summer’s drama, when the Chinese government moved assertively and surprisingly three times in one week to devalue the renminbi, (also known as the yuan), in an effort to stimulate the economy.
The faults are revealing uncertainty about China’s longer term prospects, the ability of its government to control them, and what it all means for the global economy and the U.S. economy.
Meanwhile, for a while now China has been the stage for major expansions by several retailers, thanks to its burgeoning middle class. So what does the current state of China’s economy mean for them?
Growth is still the story
While economists debate how quickly, agilely, or even healthily China transitions from a manufacturing-based economy to a consumption-driven one, savvy retailers aren’t likely taken off guard by the major events like those last week or in August, says Keith Anderson, VP of strategy & insight at Profitero. That’s in part because, like many economists and businesspeople, retailers familiar with the reality there don’t buy the Chinese government’s official growth estimates or other statistics, he says.
And certainly, growth has tempered. The fast-moving consumer goods (FMCG) retail market, for example, grew 5.4% in 2014 compared with 11.8% in 2011, for example, according to Bain’s China Shopper Report released last October. And luxury retailers were reporting slower spending by Chinese consumers last year, well before last week's freak show.
But, says Anderson, “there definitely is a rising middle class, so there’s a definite growth story there.”
Understanding Chinese consumers
The challenges many retailers have in China have less to do with the economic stumbles or even the drastic stock market changes and more to do with how people there shop.
That includes the deceleration in sales growth of FMCG, when many retailers grew cautious, easing back expansion in China and even closing stores, according to Bain. Retailers that took a measured, regional approach to their expansion of physical stores were often more successful, Bain says. Meanwhile, e-commerce has continued to surge, even as brick-and-mortar sales ebbed.
“Online sales rose 34% in 2014 as e-commerce retailers expanded penetration and as online shoppers dramatically increased their purchasing frequency,” the report reads. “Online pure-play retailers such as Taobao and Tmall continued to dominate in 2014, while omnichannel players were just emerging.
“Chinese shoppers have become such huge fans of online purchasing that it would be hard to find a market where shoppers have more fervently ignited the e-commerce revolution,” Bain continues later in its report.
Indeed, says Anderson, unlike in the U.S., brick-and-mortar retail (beyond traditional shops) and e-commerce in China emerged more or less simultaneously. Some lessons that have taken a toll on retailers here were learned more quickly and in many cases could be corrected more easily, or never became a problem at all. It's hard to find a retail company in China, for example, grappling with the kind of over-investments, that, say, Wal-Mart, Sears, or Macy’s are here, forced to assess the value of their huge networks of physical stores, networks that were built over 50 or 100 years.
“It’s a much more digitally driven commerce model,” Anderson says. “It’s already part of the retail landscape for one. For another, mobile is also a disproportionate share of e-commerce there. Mobile is the primary point of access for a growing percentage of online shoppers in China and and so there’s lot of thoughtful investment by some of the retailers.”
While mobile commerce here is emerging as a research and shopping channel but stumbling as a transaction or payment channel, mobile transactions of all of the above in China are a big deal, he says.
Partnerships are key
There’s another aspect to doing business in China, and that includes having partnerships there to smooth entry and operations.
”Every category, not only retail — is dominated by a local player in China,” Anderson says. “So the Facebook of China isn’t Facebook, the Amazon of China isn’t Amazon, the Twitter of China isn’t Twitter. It’s important to get to know a trusted local partner. There are some localization challenges for a company, and the playbook form the U.S. or the U.K. doesn’t work in China.”
Partnering with Alibaba’s Taobao or JD.com can be key, although many retailers and consumer-product companies have had to become more savvy about battling counterfeiters and heavy discounts.
“Global brands will not maximize their digital-commerce potential in China solely with practices and formulas that have worked for them at home,” writes McKinsey & Co.’s Cindy Chiu, Gordon Orr, and Todd Guild in their paper“Five keys to connecting with China’s wired consumers.”
“In fact, success may require unlearning what you know to understand how to operate across China’s multiplatform e-commerce environment. Finally, the country’s landscape is still evolving quickly. [B]eing alert to new channels and new business models and being ready to adapt early is also essential to future success.”
http://www.retaildive.com/news/what-chinas-troubles-mean-for-retailers/411812/
