In this episode of The Negotiation, we welcome back to the show, Charles Lavoie, VP of Marketing & Head of Creative Labs at WPIC Marketing & Technologies and longtime guest of the pod.
In our conversation, we explore the transformation that China's e-commerce scene has witnessed due to the rise of Douyin, which has provided global brands with a new platform to connect with Chinese consumers
We examine how Douyin fostered consumer trust by initially incentivizing local brands to lower their prices, gradually cultivating a habit of buying through the app. As trust in the platform increased, larger international brands joined the mix. Today, Douyin hosts not just discounted items, but serves as a launching pad for innovative brand initiatives and drives substantial revenue.
Charles dives deep into how the brand strategy on Douyin differs from Tmall and the comparative advantages of each platform. Our discussion also touches on Little Red Book Pinduoduo, and how these platforms reshape brand strategy.
Finally, Charles also explains why a comparable video-driven social commerce platform has not emerged in the West.
Enjoy this insightful conversation on some of the most significant trends in China's retail marketing landscape!
Topics Discussed and Key Points:
● Rise of Douyin
● The difficulties of growing Douyin-like platforms in the West
● Most successful product categories on Douyin
● The process for brand store setup and operation on Douyin
● Marketing on Tmall vs. Douyin
● Livestreaming and influencer collaboration on Tmall vs Douyin
● Keyword bidding and consumer intent
● Attribution in closed ecosystems: Understanding consumer behaviour, tracking data importance
● The rise of micro-influencers in China
● The impact of Little Red Book
● The culture of excessive discounting in China
● Pinduoduo and brand strategy: platform potential, consumer behaviour, collaboration strategies
● Impact of AI on search engines
● Lesser-known platforms and trends in China
Jacob Cooke | Special Edition Coronavirus Update
Sarah Kutulakos | The Rise of the Middle Class and How eCommerce Has Changed Corporate Infrastructures
Scott Silverman | Context Over Content, The Demand for Immediacy, & Experiential Marketing
Lauren Hallanan | Live Commerce, Private Traffic & Idle Fish
Tom Nixon | The Speed of China, An Innovation Mindset, & Reaching the 2nd, 3rd, and 4th Tier Cities With Your Marketing
Rebecca Fannin | The Race for Technology Supremacy & Alibaba Life After Jack Ma
Shawn Graham | From Politician to Chinese Business Consultant & The Importance of Building On-The-Ground Human Relationships in China
Doug Pearce | Chinese Megabrands, Agency Pitching Best Practices, & Using KOLs and Social Marketing in China
William Bao Bean | China's First Startup Accelerator, The Chinese Entrepreneur's Modus Operandi, & SOSV's Asia Investment Thesis
Bessie Lee | 3 Decades of Marketing in China, Marketing Technology Startups, and How AI Is Disrupting it All Everywhere
Elizabeth Campbell | PPC West vs. East, Forming Chinese Marketing Teams, and the Value of Custom Built China Data Analytics Software
Sally Zhang | A Masterclass in Dominating Alibaba's Taobao eCommerce Platform
Jordan Rosenberg | Unpacking China's Relationship With Bitcoin, Blockchain, and Cryptocurrencies
Singles Day Recap with Hao Lin of Alibaba Cloud & Joseph Cooke of WPIC Marketing + Technologies
Mathias Chaillou | China's Video Platforms, Risk Tolerance of Chinese Brands, and the Changing Agency Landscape in China
Todd Embley | Being An Expat Entrepreneur, Building Asia's First Tech Accelerator, and VC Investing in China
Leif Rogers and David Noel | Major Sports Brand Building in China, the Rise of Health and Fitness, and the NBA Tweet to Forget
Milo Chao | Auto vs. Infant Milk Powder Industries, the Importance of CSR to Brand Building, and Investing in Customer Service for Chinese Consumers
Rob Arthurs | China Import Regulations, Chinese Consumer Buying Cycles, and Using Free Trade Zones Effectively
Alex Duncan | Exploring the Social Media Landscape in China and the Importance of Quality Content
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