Any foreign business that is willing to extend its market in China can follow and learn from the early Chinese pioneers in this market.
Marketers as well as business specialists consider Hong Kong to be the main gateway into China, it is often referred to as a strategic hub for international brands. Hong Kong is well positioned to access a billion Chinese consumers. In addition, Hong Kong professionals understand the ascending Chinese middle class.
Chinese brands nowadays tend to look for outside business expansion, they are ready to export their products to the world, what we usually call “Made in China”. As an example, we could cite Shenzhen, Guangdong based Huawei, a smartphone brand that now is among the world’s top 100 most valuable brands. Jack Ma and its Alibaba group (Tmall, Taobao) is also a good example, for it is very influential outside Mainland China. Hong Kong and its professional services also now need to shift to be a gateway out of mainland China for international Chinese companies. The study of Chinese consumers behavior has proven to be beneficial for the West, notably with the rise of social commerce in China that is a started to spread to the rest of the world.
In terms of AI (Artificial Intelligence) many western brands have failed to attract Chinese consumers; for example Microsoft with its failed twitter chat bot earlier this year, or the Tesla models fatal accident on May 7th in Florida.
Chinese domestic AI applications such as online hailing taxi app, Didi have performed better. The user experience incorporates an artificial intelligence that learns from your last bookings and destinations, ready to pre-fill the information for the next rides. This makes booking a taxi ride even more convenient and seamless. For brands it is high time to think about AI as a way to improve customer experience.
The Tencent owned, number one chat social application WeChat is evolving too, in line with the consumer behavior and expectations. WeChat is about to shift up a gear, from push based content and marketing to more utilitarian and value based services.
Several brands are moving away from conventional communication and content to provide more valuable tools that connect to IoT (Internet of Things, read more here). Companies like Wulian, LeEco and Caesars Entertainment have all opted for WeChat as an interface to control electronics and connect to various other services, some other brands are also using WeChat to manage customer relationships. At Wagas, a restaurant group, customers can accumulate reward points, redeem and manage their membership all through their WeChat account. How can your WeChat strategy keep you ahead of your competitors?
Consumer behavior is the tipping point for technological advancement, mass consumer adoption leads to success. Mobile payment technology is not fairly new, but China is well ahead of the rest of the world in using it, Chinese consumers are using this for pretty much anything. Mobile payment success in China might influence the rest of the globe as Chinese consumers are now used to paying through WeChat, AliPay, UnionPay (with Apple Pay). Why does this matter for the rest of the world? The fact that China has the largest number of outbound tourists and students studying overseas, therefore developing mobile payment methods abroad would be wise.
Over the last few decades, digital communication has transformed the way human beings communicate with each other. So far, though, no technology has been able to fill the gap of what being a human really means; emotions and feelings. All customer experience developers face the same problem over and over again, how to bring a human element into digital interfaces and interactions. This emotionally led element could change the entire customer experience, elevating the interaction with your brand’s product or services.