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
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Michael Hart, President of AmCham China | US-China Relations, Business Climate Sentiment In China, & China's Appetite For Foreign Direct Investment
Shai Oster | China & Southeast Asia's Tech Investment Landscape
Jacob Cooke, CEO @ WPIC Marketing & Technologies | Why WPIC Is So Bullish On The Chinese Consumer
Su Cheng Harris-Simpson | Empowering Women in Business in China and Beyond
Michel de Rijk | Why Now Is The Time To Be Bullish On China & The Impact Of AI On The World Of Advertising
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Yaling Jiang, Founder of "Following The Yuan" | The Reception Of The Barbie Movie In China & Newsletter-Based Journalism
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Simon Torring, CoFounder of Cube Asia | The SE Asia Ecommerce Platform Battle Between Lazada, Shopee, & How TikTok Shop Is Emerging As A Legitimate Contender
Qin Chen, Managing Editor @ TechNode | China's Booming EV Industry, AI Advances, & Why Meituan Won't Be Dethroned In The Local Life Services Vertical
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Ryan Purkey | Digital Transformation In Asia For Established Industries
Alex Palmer | The Asia Multi-Market Entry Strategy Brands Have Been Waiting For
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