CHINA SALES FOLDER

Understanding Chinese Travel Retail

Customer Profiling:
▪ There is no such thing as the standard Chinese passenger.
Different passengers have different shopping habits. It’s not just
about the pure luxury seekers.
▪ Our proven profiling techniques enable us to concentrate on
customer types, making it easier to evaluate and distill the
marketing mix.
▪ We apply rigorous market research into Customer Centric Retailing
(CCR), a highly regarded science and systematic process
that goes beyond category management and marketing strategies.
We actively practice and use the insights of CCR to optimize our
product range, advertising channels, architecture, services,
promotions, and pricing.
▪ With the verification of BAIDU at the end of December 2016, the
figures will also increase.
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Customer Profiling:
LEISURE SEEKERS
ON A MISSION NEWCOMERS NEW ELITES WHITE COLLARS
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Customer Profiling:

The Chinese Internet & WeChat
Bloomberg
Spiegel
New York Times
Bloomberg
Bloomberg
The Economist
New York Times
Fastcompany
Forbes
The Economist
7/12/2017
5

China: Internet and mobile 05/2017
Population: 1.385 Bill.
Internet user: 731 Mill.
WeChat user: 937 Mill.
7/12/2017
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WeChat
Source: http://
www.slideshare.net/
wearesocialsg/digital-in-2017-
eastern-asia
Source: http://technode.com/
2017/01/25/data-from-cheetahglobal-lab-reinforces-thatwechat-is-the-chinese-internet/
7/12/2017
7

Daily usage of WeChat
7/12/2017
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Payment methods in retail
7/12/2017
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Daily used communications tools
7/12/2017
10

Walkthrough wechat
Business
subscription
account
Website
integration
July 2012
38.9% daily use
Moments
News of the day
April 2012
58% daily use
Share to
Moments
2011
53.5% daily use
Wallet
August 2013
33.9% daily use
Order a Taxi
3rd party services
7/12/2017
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WeChat as the heart of omnichannel communication
WeChat can be
• a messenger
• a company communication tool
• an interaction channel between brands and customers
• a channel for customer service
• an e-commerce platform
• a payment solution and provider
• the gate to a CRM-system
• part of your product or service
• at the core of your business model for China
7/12/2017
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WeChat platform-stack
Company Services / Server
Company / Brand
WeChat API (H5, Payment, Website, App)
Official Accounts
Mini Program
开 放 平 台
Open SDK
公 众 平 台
Admin Platform
QR-Code / “Shake“ / Payment
⽀支 付
WeChat Pay
User
Chat
Moments
微 信 ⼴广 告
Ad Platform
7/12/2017
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WeChat official accounts
New: Open for German
companies only since
April 2017
The Chinese way:
International
way:
Subscription
Account
Chinese business
license
necessary
upgrade
possible
Service
Account
One post a day One post a week,
but ability to connect CRM
20.000 Euro
Ad budget
Only open for
limited industries
Service
Account
One post a week,
but ability to connect CRM
Currently the Heinemann Dutyfree WeChat Account is a
Chinese Subscription Account opened with the business
license of Heinemann Shanghai
Necessary for WeChat Pay
outside of China
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Official Accounts on wechat
Verif. Subscription
( 认 证 订 阅 号 )
Verif. Service
( 认 证 服 务 号 )
公 众 平 台
Admin
Platform
Posts Daily Weekly
Custom Menu x xx
Wifi x x
Advertisements x xx
CRM
x
Payment x xx
Store
x
Advanced Features x xx
API x x
7/12/2017
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Legal requirements and process
• Companies and private persons have to register to open
social media accounts in China
• For companies a Chinese business licence is necessary
• A Chinese employee is needed as the official account
operator, ID, bank account and more are needed
• Multi-step registration and verification processes
• Processes and requirements change often
Firmendaten:
Business Lizenz
Firmen Email/oder
beliebig
Firmenadresse
Gründungsdatum
Geschäftsbereich
Gründungskapital
organization code
企 业 信 息 :
营 业 执 照 和 营 业 执 照 副 本 扫 描 件 ( 扫 描 件 可 以 ⽤用 相 机 拍
照 )
企 业 名 称
企 业 邮 箱
企 业 地 址
成 ⽴立⽇日 期
经 营 范 围
注 册 资 本
Account
Verantwortlicher:
Personal Ausweis
Position
Handynummer
Bestätigungsbrief
组 织 机 构 代 码
运 营 者 信 息 :
身 份 证 扫 描 件 , 正 反 两 ⾯面
职 务
⼿手 机 号 码
授 权 运 营 书 ( 打 印 出 来 签 名 盖 章 后 扫 描 上 传 , 也 可 以 拍 照 )
7/12/2017
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Service vs subscription-account
公 众 平 台
Admin
Platform
7/12/2017
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Conclusion: Top Trends in china marketing 2017
1. NO Online Marketing without offline / traditional marketing / POS integration
2. In China offline is online, thanks to WeChat
3. To reach prospective customers targeted ads and influencer are needed, but creative campaigns and incentives are necessary
4. WeChat Mini Programs offer brands new possibilities to connect offline with customers and bind them online
7/12/2017
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What have we achieved so far…
2016 at a glance
Set-up:
Construction Platform
Construction:
Content and SEO
Push:
Traffic construction
Jan - Mar Apr - Aug Sep - Dec
▪
▪
▪
▪
Programming the Microsite
Application and receipt of the
Chinese website license
Content creation
Registration and creation of the
social media channels WeChat
and Weibo
▪
▪
Extension of the content pages
to target-specific online stories
Continuous social media
communication in WeChat and
Baidu (postings)
▪
▪
Content: Continuous postings
and user-generated content
Cross-marketing: Collaboration
with partners relevant to the
target group, e.g. Kaytrip.com
(banner placement), KOLs
▪
Registration and verification for the search engine Baidu
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Launched “heinemann-dutyfree.cn"
Initial infrastructure construction and continuous expansion
▪ Launch of the Microsite in March 2016
▪ Creation of special content pages - a total of over 25 pages, more than 100 product reviews, destination pages for FRA, CPH, VIE,
SYD (from Oct) and first online stories on ongoing campaigns, e.g. Oktoberfest, IK-Topics, etc. ...
▪ Web pages in China now serve mainly as a supplement to WeChat and are integrated directly there, so the focus is on the postings for
SoM
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“heinemann-dutyfree.cn" Website
Reports
▪ Since October, the measures are taking effect and we are seeing increasing visitor and page impression numbers.
▪ With the verification of BAIDU at the end of December 2016, the figures will also increase.
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Social Media activation…
WeChat & Weibo
▪ Continuous social media communication on WeChat and Weibo: over 70 posts per platform
▪ A posting corresponds to a blog contribution
▪ Numbers of the individual SoMe channels (May to the end of November
▪ The numbers are purely organic and according to the forecasts. Detailed reporting is currently being developed.
WeChat
Fans: 184
Reach: n.a.
Weibo
Fans: 58
Reach*: 50.000
Readers in the last 6
months total
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Examples of individual postings

Cooperations as push measures of the SoM Channels
• Spread the WeChat QR-Code on all relevant Heinemann advertising materials, with the aim of informing the Chinese travelers about the Heinemann
account.
Chinese Flyer (CPH) Advertorial in Qantas Magazine (SYD) Home Teaser FRA, VIE Webshop
Business cards for spreading
Shelf labels for POS (VIE)
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Further measures:
• PR article by Chinese journalists Xinhua News Agency about Heinemann Duty Free Frankfurt (comparable dpa) (online, app, print and social media)
• Integration of existing Chinese Personal Shoppers for a target group-specific approach within an internal WeChat Group Heinemann Duty Free &
Personal Shopper: FRA, CPH and SYD. Accompanied by our agency Storymaker, with the aim of spreading the campaigns further and using the
personal shoppers as multipliers.
• Articles in print and on-line medias, e.g. Advertisement in the East meets West City Guide Frankfurt - Autumn 2016 (http://www.youblisher.com/p/
1574186-City-Guide-Frankfurt-Herbst-2016/)
• Online banner on kaytrip.com in Dec 2016, accompanied by postings on the WeChat Channel of kayuan during the Chinese New Year.
• Recommendation management via Chinese SoMe Key Opinion Leader (KOL) - Blogger. The first contribution will take place on 20.12.16
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Strategy
Tactics
• regular content marketing with three new content pieces a
week.
• The next step are regular awareness campaigns by
cooperating with KOL (Chinese influencers), social
advertisement and offline-to-online measures.
Measures
• QR-Codes: Every marketing material / touchpoint, at the POS
• WeChat Pay: Payment is an important touchpoint between
retailers and customers and increases knowledge about their
shopping habits
• Shake: Shaking the smartphone as important interaction for
Chinese, in combination with interactive games on screens at
the POS
Goals
• Increase revenue by Chinese tourists across locations
• Get to know more about Chinese customers
• Turn customers into returning loyal customers / fans
• Offer the retail experience and services Chinese customers
expect
• One strategy across locations which enables individual locations
/ stores to offer local campaigns
Current status
Marketing -> Service -> E-Commerce
E-
Commerce
loyalty
Campaigns
Voucher, Lucky draw, H5 & MPs
KOL, O2O, Ads
Content Marketing
14.07.2017
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Timeline (tentative)
Proposal – timing and
promotions are not approved
yet.
Alipay Promotion: Available October 2017
WeChat Pay: Available later in 2017 in Europe
05/2017
07
08 09
Micro-influencer campaign:
Target Chinese influencers in Germany (tbd.)
to turn them into brand ambassadors
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Moon festival/pre-golden week: First WeChat
Advertisement campaign: H5 interactive
campaign “How much do you know about
tax free shopping”
WeChat Service Mini-Program: Tax & Duty-Free rules
around the world ?
Pre-Order store as Mini-Program / inside WeChat ?
01/2018
01
04
Chinese New Year campaign ?:
WeChat Pay coupons give-away across locations with QR-Code – lucky draw
on screens in selected POS
08
Heinemann & Me WeChat integration, also available as
Mini-Program?
?
Regular: Continuous content marketing and campaigns (every 3-4 months)
14.07.2017
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Infrastructure 2017/2018
Sina Weibo
O2O shopping retail experience 2017/2018
Baidu SEO / SEA
www.heinemann-dutyfree.cn
Goal: Increase sales by integrating WeChat at POS
POS
KOL
(influencer)
Partner
Offline2Online
Social Ads
WeChat
QR Code am POS
WeChat campaigns
in-store
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