How is this Aussie company breaking into China? Replacing channels for consumer engagement could be the answer.
Jeanswest has recently entered China's booming retail market and has some tips for Australian businesses.
The company's global CRM and digital maneger, Sarah Hayden, believes that appealing to China's rising middle class and learning from the local market could be the key to success.
“It is dramatically different and requires validation of the brand proposition for the market.”
Founder of the upcoming business seminar, Online Fashion Success, Colman Ridge, stresses the importance of connecting with consumers through popular platforms in the region.
“Facebook, Twitter and Instagram are replaced with Renren, Wee Chat, Weibo and Alibaba’s Tmall. However, to get a feel for marketing fashion in China as a foreign brand, take a look at Beijing based aggregator Shangpin.com. Hundreds of international brands, all familiar, but also a little bit different in their quest to impress China’s 25-35 year old “HENRYs” ( High Earners Not Rich Yet).
According to Hayden, Jeanswest have also altered the way in which they display their product online for the Chinese market, offering up to 15 shots of each item, from label to stitching, delivery and packaging alongside the traditional modelling shots.
“Be prepared for customers to get very involved in the buying process, questions and feedback all come in via the social channels, more images are expected with more content detail around the product than in Australia.”
Jeanswest are reporting similar sales to its Australian stores, with a promising 30 per cent growth per annum in the region.
The company believes the investment will pay off as predictions believe that China will overtake the US in 2016 as the largest eCommerce market accounting for up tp 60 per cent of Asia's projected $500 billion in online sales.
Sarah Hayden will provide insights to guests at Online Fashion Success on Monday 23rd March.