With China recovering and slowly reopening, our Peclers Chinese Teams share their insights on consumers’ emerging behaviors, initiatives and new practices used as strategic drivers to pave the way to a new normalcy.
MASSIVE DIGITALIZATION
Online shopping will persist while live streaming is becoming the new norm.
According to a recent survey, while being confined at home Chinese people spent an average of 6 hours a day on their phone, 90% were videos and live streaming.
1# Accelerating changes in behaviors and strategies:
– Most brands are strengthening their usage of online channels to fully contact consumers.
– The epidemic has made the marketing and sales model of fashion brands more flexible, striving to make brands and companies live better.
– Not only did brands make full use of online marketing, but also conduct new product sales and inventory removal through e-commerce platform, live streaming Wechat small applet and online communities.
LivestreamYvonne-Ching- and- Zhong-Chuxi-TheRedBook
For the first time, Louis Vuitton hosted a one hour’s livestream to showcase and sell Spring Summer 20 collection on March 26.
-While consumers have been compelled to fully rely on e-commerce, live streaming has amplified new usages and consumers adaptability to any king of digital tools
loréal.com
L’Oréal hosted a livestream promoting offers and coupons ahead of time to appeal and generate views.
2# How brands can incentivize these transformations:
– Think about online platform as both, a place to raise awareness and a substantial sales channel.
– Develop virtual e-business including live streaming sessions to engage large communities or personalized experiences.
– Collaborate with e-commerce more local or smaller platforms to drive conversion but also as a resource for tracking customers’ data back and logistic usage.
– Develop intelligent VR experiences to offer virtual store tours and virtual showrooms to drive sales conversion.
– Engage your sales staff with a selection of customers on livestreaming tours to showcase the collections.
Shanghai Mixc shoppingmall launched “Intelligent VR online shopping” which allows consumers to browse and zoom on many goods in the shopping center. From clothing, cosmetics, accessories, children, supermarkets and home and benefit from live discounts .
Peclers Chinese team will continue to share with you insights innovative visions to inspire you. Our consulting teams are at your side to support you. Let’s keep in contact