How To Establish Your Corporate and Personal Brand in China
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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。 伦敦·上海·旧金山·温哥华
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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)
- 3. Why China? China’s economy grew by 6.7% in 2016, compared with America’s 1.6%, according to the IMF.
- 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
- 6. Who are the 80s, 90s, 00s, 10s generation?
- 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)
- 11. 2. Profile: Photos and Video
- 12. 3. Creating a bilingual website
- 13. 4. Produce: Content Marketing & Social Media Source: http://www.maxxelli-consulting.com/quick-guide-social-media-strategy-china/
- 14. Watch the full video by New York Times: https://www.youtube.com/watch?v=VAesMQ6VtK8
- 15. What are these numbers? 70 194 90 10
- 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
- 17. 5. Partnership Brand Partnership and Media Partnership
- 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)
- 22. https://www.facebook.com/groups/778655152275599/ Continue your networking online… Closed Facebook Group
- 23. Read more blog posts on www.kaitlinzhang.com
- 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
- https://www.chinainternetwatch.com/19524/wechat-data-report-2016/
- 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
- platform might be imdv
- Consultation Discount 10% off