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1、5FIVE INSIGHTS FOR A CHANGING ASIA5FIVE INSIGHTS FOR A CHANGING ASIACHINA HAS A PLAYBOOK FOR THE REGION1MALDIVESMALAYSIAPHILIPPINESTHAILANDVIETNAMINDONESIASOUTH KOREASINGAPOREHONG KONGTAIWANCHINAJAPAN55%OF ALL RETAIL SPENDING IS ONLINE IN CHINASOCIAL COMMERCE USERS908 MILLIONCHINAGLOBAL ECONOMY#2 RA
2、NKEDJAPAN50%CHINAS SHARE OF GLOBAL ECOMMERCE RETAIL85%OF CHINESE USE MOBILE PAYMENTSThe US share is 19%CHINAJAPANS.KOREATWINDIAINDONESIAMALAYSIAPHILIPPINESYOUTHFUL(Low GDP/Capita)MATURE(Slower Growth)(Momentum)LESS RICH(High GDP/Capita)MORE RICHSG1.CHINA HAS A PLAYBOOK FOR THE REGIONTHERE IS NO ONE
3、SIZE FITS ALL APPROACH TO THE REGION.THAILANDVIETNAMHKSHABJSZ/GZT3-T4 Cities1.CHINA HAS A PLAYBOOK FOR THE REGIONPILLARS OF THE CHINA MARKETING PLAYBOOKINFLUENCERSInfluencers yield big gainsand offer a potent mix of authority and reach for brands needing to facilitate discovery while building trust.
4、LIVESTREAMShopping in China has been a form of entertainment.Livestream stokes the fun of shopping while putting customers and brands closer together.SOCIAL COMMERCEChina is a low trust environment where customers rely on many layers of validation prior to purchase,Socializing purchases is a foundat
5、ional activity.Authority/ReachKickstart SalesSustain Sales MomentumASIA MARKETING ENVIRONMENTSOCIAL COMMERCE IS FOUNDATIONALKantar Global MONITOR 2019GlobalSE AsiaMalaysiaPhilippinesSingaporeVietnam50%58%72%61%60%52%PERCENT OF CONSUMERS WHO SAY ITS VERY IMPORTANT TO“FEEL PART OF PLACE OR GROUP”GLOBA
6、L AVERAGEWhere in developed markets,consumers may only need to call on 2-3 sources of trust to validate a purchase,in China(Asia),estimates are that consumers look for 13-15 check-points before purchase.Building and supporting trust is critical!ASIA MARKETING IS A HYBRID OF CHINA X GLOBAL2Advertisin
7、g as predominant business modelDigital platforms prioritize eCommerce business modelsPURCHASECONSIDERATIONAWARENESSPURCHASECONSIDERATIONAWARENESSENTERTAINMENTENGAGEMENTPAYMENTCHINABrands have points-of-sale on each platform and pay to sustain traffic to each of these platform stores.Customers jump b
8、etween channels seamlessly.Journeys are Web-first,platform second.GLOBALEach channel has more discrete focus and contributes along a holistic path-to-purchase.Transactions flow to brand“own”Websites.Digital platforms contribute to“DTC”outcomes.Journeys are platform specific.Each platform is its own
9、complete,separate funnel.Platforms operate as“Super Apps”fully encircling users,with a mix of content,social,payments,stores.“Private Traffic”initiatives aimed at moving more DTC continue to grow,with brand owned Mini-Programs serving the role of owned sites.See pages 62-82.2.ASIA MARKETING IS A HYB
10、RID OF CHINA X GLOBALGLOBALEMAILWEBSITESPRESS/PRDTC ECOMMERCESEARCHDESKTOPCREDIT CARDSTELEVISIONNICHE MEDIA(PRINT/BLOGS)CHINAMOBILE MESSAGINGMINI-PROGRAMSINFLUENCERS(KOLS)PLATFORM ECOMMERCESOCIALMOBILEALIPAY/WECHAT PAYLIVESTREAMINGSOCIAL INFLUENCERS(MCNS)ASIAMOBILE MESSAGINGWEBSITESINFLUENCERS(KOLS)
11、DTC ECOMMERCESEARCH&SOCIALMOBILEMOBILE PAYMENTSLIVESTREAMINGALL MEDIAPLATFORM ECOMMERCE2.ASIA MARKETING IS A HYBRID OF CHINA X GLOBALBUILDING BLOCKS FOR ASIAMOBILE-FOCUSEDEverything will be done via mobile.Mobile messengers will be key for engagement,loyalty and O2O.Private Traffic and CRM to be fou
12、ndational.DTC+PLATFORMSUnlike China,Website and direct-to-consumer commerce will hold a large share as customer channel.Platforms will supplement in same way as Amazon does in US.INFLUENCERSAds will play an important role in Asia,helping brands scale incrementally.But influencers will be key in maki
13、ng BIG GAINS in attention&cred.2.ASIA MARKETING IS A HYBRID OF CHINA X GLOBALMOBILE MESSENGERS WILL DOMINATE3MEDIA ENVIRONMENTDISTINCTLY DIGITAL AND MOBILE.DIGITAL SHARE OF USER MEDIA TIME 2023 MOBILES SHARE OF WEB TRAFFIC 2023 Latin AmericaMiddle EastAsiaNorth AmericaEurope49.3%43.6%37.7%36.4%34.3%
14、50.7%56.4%62.3%63.6%65.7%DigitalTraditionalAfricaAsiaSouth AmericaGlobalEuropeNorth AmericaOceania46.2%46.9%49.5%58.5%58.8%68.6%74%58.5%68.6%Source:Statista 202362.3%SOCIAL X SUPER APPSMESSENGER APPS WILL RULEEMERGING“SUPER APPS”SOCIAL CHANNELSSOCIAL MEDIA OVER SEARCHMEDIA ENVIRONMENTSUPER APPS,SCAL
15、ING CRM OFFLINE-ONLINEPAYMENTS&ECOMMCRM&ENGAGEMENTAPPS&UTILITIESO2OMESSAGING&CONTENTDEMOGRAPHIC STRATEGIES FOR THE REGION44.DEMOGRAPHIC STRATEGIES FOR THE REGIONDiscovery CommerceAuthority&CredTrust&BenefitsTHREE GENERAL RULES FOR AUDIENCES IN ASIAYOUNGEREspecially for products(brands)new to markets
16、,going younger and focusing on discovery marketing is a valuable strategy.MOMSMoms are THE most important demographic in Asia.Moms are buyers for three generations;themselves,kids and grandparents.FAMILIESMore than other markets,decisions(especially when it comes to food)are done with more considera
17、tion to family harmony and health.TIKTOKDURATION LIFESPAN OF POSTMESSENGERSCONVERT EXCITEMENT TO SALESCONVERTINSTAGRAMCONVERTCONVERTENGAGE&CULTIVATE TRUSTAUDIENCE ATTENTION EXCITEMENTSee Now,Buy Now!Especially for brands/products that are relatively new to a specific market,finding the channels that
18、 yield discovery and excitement are key to making gains.Important for increasing share of voice.SOV drives market share.DISCOVERY COMMERCETIKTOK TO BUILD VOICEALTERNATIVE FORMS OF ECOMMERCE ABOUND5ALTERNATE FORMS OF ECOMMERCE PRIVATE TRAFFICGROUP BUYP2P SALESCOMMUNITY COMMERCEGROUP-BUY&ALTERNATE COM
19、MERCEREACHING INTO LOWER TIER MARKETSSource:Kaiyuan Securities 2022LOCATION OF COMMUNITY GROUP-BUY USERS(CHINA)46%24%15%7%9%4th Tier1st Tier1st Tier(New)2nd Tier3rd TierThe medium-term goal of growth in Asia has to be with getting good at penetrating lower-tier citiesCOMMUNITY COMMERCE:INDONESIAHELP
20、ING BRANDS SELL INTO LOWER TIER CITIES VIA MIX OF ONLINE AND INDEPENDENT(CONSUMER)DISTRIBUTORS IN COMMUNITY.Sinarmas Cooking OilUltra Jaya Milk75,000Micro-Store OperatorsBRAND X TREND INSIGHTSDETAILED DATA AND DETAILS ON THE ECOMMERCE AND SOCIAL MEDIA LANDSCAPE ACROSS ASIA.PERSPECTIVES ON REGIONAL G
21、ROWTH.INSIGHTS,ANALYSIS AND GROWTH FRAMEWORKS FOR DIRECT-TO-CONSUMER BRANDS-WITH GLOBAL AND U.S.FOCUS.RANKING OF CHINAS TOP CONSUMER,RETAIL BRANDS GROWING ONTO THE WORLD STAGE.INSIGHTS ON IF/HOW THEY ARE SUCCEEDING.TOTEMCOMPREHENSIVE PLANNING AND GROWTH FRAMEWORKS FOR BRAND SUCCESS IN CHINA.Totem wo
22、rks with a range of brands in Asia,China and Globally on brand strategy,market entry/growth strategies,and business intelligence solutions.Our clients range across industries,including;retail,FMCG(Food),fashion,beauty,travel,entertainment,tech and finance.Download this reportFIVE STRATEGIES FOR ASIA
23、PATHWAYS FOR GLOBAL BRANDS IN ASIAChina is(by far)the largest B2C ecommerce market in the World-its the big prize.China is also a different world when it comes to language,culture and digital tools and marketing strategies.Depending on the brand and category,China-in many cases-should be the number
24、one priority(or the only priority).A big win in China could eclipse the rest of Asia combined.2CHINA 1ST:CLAIM THE BIG PRIZE Going direct in Asia is challenging,as most ecommerce in the region flows through dedicated platforms(eg.Tmall,Shopee,Naver).Going direct early on(to gain early traction)is va
25、luable.The most English-friendly markets-and those with strongest presence from Facebook/Google(eg.Philippines,Malaysia,Singapore,HK)fit this approach.3DTC:TRANSLATE DIRECT4Shopee and Lazada hold strong leadership roles in a growing number of countries across the region.For brands targeting Southeas
26、t Asia,Shopee/Lazada are(almost)essential for success.These regional champions are also making strong gains into other markets(eg.Taiwan),so at some point could provide a one-stop approach for Asia at-large.SHOPEE&LAZADA,S.E.ASIAMessenger apps-which lead in user numbers across the region-also hold m
27、assive potential for social commerce success.Kakao,LINE,Zalo,WhatsApp are all following hot-on-the-heels of WeChat when it comes to integrating ecommerce functions.These players could end up being the ultimate champions in ecommerce,but they still trail the dedicated platforms.5MESSENGER SOCIAL-COMM
28、ERCEAMAZON:EXPAND THRU JAPANJapan is the only market where Amazon is ranked among the top-5 ecommerce players(in JP they are#1).Amazon.jp can easily be added to existing markets,making a notoriously challenging market accessible.Brands that get hot in Japan can create a ripple effect across Asia.Mature(picky)consumers in Japan provide signal for the entire region.1