IKEA: A Chinese Success Story... IKEA is one of these western brands that have successfully broke in the Chinese market. Since 1998, the most famous Swedish ready-to-assemble furniture firm has been surfing on the rapid and strong improvement of local living conditions which have led the Chinese to invest more in home decoration.
IKEA: A Chinese Success Story... IKEA is one of these western brands that have successfully broke in the Chinese market. Since 1998, the most famous Swedish ready-to-assemble furniture firm has been surfing on the rapid and strong improvement of local living conditions which have led the Chinese to invest more in home decoration. Its numbers are impressive: 12 billion CNY in sales within the last 9 months, 20% of growth YoY, 3 new stores opening per year in average.   …Late on the digitalization of its sales strategy And yet, until now, IKEA had not set up any e-commerce platform to support its sales performance, in a country where more than 80% of 1st tier cities citizens are used to buying online. Things are nevertheless changing as the furniture retail giant has recently decided to join the bandwagon of offering online shops, literally adding the bricks and clicks as part of their global China sales strategy. All products, except food and green plants, will be available online. The company is making its first attempt in Shanghai, which will serve as a test for the entire APAC region.  IKEA has already launched it in Europe, where sales exceeded one billion euros this year. The launch of its e-commerce should particularly help attract new customers who don’t have yet access to physical stores (third and fourth-tier cities). Implementing a omnichannel strategy will also strengthened IKEA's position in China.   What’s next? Going on marketplaces? In a country where brands struggle to make online business on their own platform, notably due to the outstanding performance of marketplaces, it would certainly sound relevant from a digital marketing & sales point of view for IKEA to complete its online presence by establishing a store on a site like Tmall as well. Will this be IKEA’s next move?  
After Sydney in August, Demandware will organize its annual Retail Connect Customer Conference in Shanghai, China on September 14. This cloud conference program across Asia Pacific region will be heading to Tokyo two days later.
After Sydney in August, Demandware will organize its annual Retail Connect Customer Conference in Shanghai, China on September 14. This cloud conference program across Asia Pacific region will be heading to Tokyo two days later. Demandware is a software technology company providing a cloud-based e-commerce platform, as well as additional services for retailers and brand manufacturers. It has recently been acquired by Salesforce, the leading American cloud computing company specialized in CRM. The goal of this conference is to connect and exchange between leading industry retailers who have implemented Demandware platform and the partner community, including technology and services partners such as altima°. Our team will take part to the event, so let’s meet and exchange at our booth!  In addition, Arnaud Rofidal, CEO at altima° Asia, and Victor Ariza, Digital Analytics Consultant at altima° China, will animate a session about digital analytics in collaboration with Ethan Fan, Head of Digital and E-commerce China, and Helen Yang, Regional Manager of Digital and E-commerce from Clarins whom we have been working for the past year.  The presentation and discussions will cover several subjects about how to measure performance and profitability of digital marketing investments in China, as well as present how we have been using attribution modeling to better understand how to adjust the marketing mix in Clarins’ case study. Additional speakers and experts from Demandware, Tencent, L’Oréal China and other partners will share their knowledge and insights about e-commerce. The conference will be located at The Longemont Shanghai, No.1116 West Yan An Road, Shanghai, China. Interested in the event? Please register here and specify you come from altima° (within Demandware Partner field). 
Since August of this year, Dior has made it possible in China by becoming the first luxury brand to sell handbags on… WeChat! Dior has indeed opened a Wechat store on the 1st of August through which users can buy limited edition handbags (« Lady Dior China Small Valentine »). The idea for Dior was to take advantage of the 9th of August - Chinese Valentine's Day - to trigger sales.
Since August of this year, Dior has made it possible in China by becoming the first luxury brand to sell handbags on… WeChat! Dior has indeed opened a Wechat store on the 1st of August through which users can buy limited edition handbags (« Lady Dior China Small Valentine »). The idea for Dior was to take advantage of the 9th of August - Chinese Valentine's Day - to trigger sales. Despite a significant price of 28,000 CNY (3,800€), 200 handbags have been sold within a day, creating a huge buzz in the industry. Such a move may seem surprising considering how reluctant top luxury brands used to be when it comes to using online channels - as they were trying to preserve a unique shopping experience. However, times change, and the opportunities that the current China mobile market dynamism brings have very likely been quite convincing: by mid-2016, around 710 million Chinese Internet users access to the web via their smartphone (98% of the entire chinese Internet users); Around 70% of Taobao and Jindong’s turnover come from mobile transactions. The enthusiasm for WeChat - whose total number of active users reached 800 million in June 2016 - and the attraction of millennials for luxury goods, are leading marketing experts to recommend luxury brands to explore non-traditional channels. In 2014, Burberry had already opened an online store on Tmall in order to fight against the rise of fake products on the platform. During this time, imitation and fake products remain an important issue in China. As a result, it is now time for luxury brands to go beyond what they used to hold as branding principles and jump onto the digital bandwagon before it’s too late.
Starting from May 2016, our Shanghai office has become a Google Analytics Certified Partner (GACP). This certification validates our agency's strong digital analytics expertise in China from one of the leading analytics solutions worldwide. It is important to note that the Google Analytics partnership does not work at a global level, each local office having to be certified.
Starting from May 2016, our Shanghai office has become a Google Analytics Certified Partner (GACP). This certification validates our agency's strong digital analytics expertise in China from one of the leading analytics solutions worldwide.  It is important to note that the Google Analytics partnership does not work at a global level, each local office having to be certified. This local certification process was important to our eyes in order to show our commitment to help our clients with their local analytics challenges in China (and there are many!). Google asked us to prove our capabilities regarding Google Analytics evangelization internally (for altima° teams) and for our current client portfolio. The requirements on Google’s side are the following:  Technical abilities The first step is about explaining how we manage to set up advanced Universal Analytics implementation (needs definition, tagging plan delivery, technical corrections and debugging, set up of advanced modules and features). Analytics abilities and business impact After the technical abilities, the idea is to describe any analysis done before or after the technical work in order to identify problems or opportunities on our clients' websites, with their marketing program, or to achieve other business goals. Then we need to show that the insights we provided have generated measurable business impacts for them. What were the marketing and technical recommendations we gave, which one were applied by the clients and for which results afterwards? Internal support / training / evangelization abilities In that last section of requirements, we have to explain how we train and support the staff locally about web analytics matters and Google Analytics more specifically, to be at the same level of expertise as our original certified office (located in Roubaix, France). At the same time, we also need to prove how the support teams consistently share best practices, lessons and techniques across offices worldwide. In the end, what does this partnership stand for? It is a way to ensure our future clients that we have the required skills to help them in their digital analytics strategy optimization using Google Analytics, from the implementation of the solution to the data analysis, and then providing training and assistance. This Certification officialises the quality of web analytics consulting services provided by altima° in Shanghai.  For any enquiry related to Google Analytics or digital analytics in China at large, please feel free to contact our Beijing or Shanghai offices.
This report gives us many figures to understand the mobile search market in the beginning of 2016. The market penetration of the different search engine, how the contents are searched in the mobile and when users like to search in mobile and other interesting results have been presented in these report.
This report gives us many figures to understand the mobile search market in the beginning of 2016. The market penetration of the different search engine, how the contents are searched in the mobile and when users like to search in mobile and other interesting results have been presented in these report. I do not want to list them one by one but just highlight some key facts to help optimize the SEM mobile strategy.   But first let me conclude some key facts: Baidu is still the No.1 search engine in mobile market News, Transpiration, Travelling and Finance are the top 4 popular contents Browser is still the main way for mobile search, but search engine apps catch up. UC browser is the No.1 browser Over 50% of users will use mobile for search over 10 times per day. 42% internet user will spend around 16-30 minutes for each search People use mobile for search mainly in rest, before sleep and after waking up   And then I will talk something that might have influence on your SEM mobile strategy.   The market penetration    Different from PC where Baidu and 360 are leading the market, the competition in mobile is more complicated and diverse because of the mobility and fragmentation of mobile.   Though Baidu is still the top 1 in the market, but Shenma and Sogou has already followed up. Shenma will rely on the database of Alibaba to have the access of its amazing database. And Sogou was bought by Tecent to have access to the wechat database. Sogou and Shenma will depend on the innovation and the strong database of Tecent and Alibaba to differentiate from Baidu.   It is good, but I do not suggest investing or setting a universal strategy for all the search engines. It is better to understand the customer segmentation of your brands and the search engine first. For example, Shenma has a large group of younger users, and if your customer segmentation is quite old, I do not suggest wasting the money in this search engine.   And if social media especially wechat advertisement is in your new proposal, I strongly suggest investing in Sogou for its shared database with Wechat. And the data in the Sogou will also provide you with more precise data to help the social media advertisement.   Popular Search Inquiry Content If we look at the content users like to search, you will also find some things to help you make the budgets plan for each search engine. Let me make an example of travelling: 48.7% in Baidu, 61.9% in Shenma, 40.9% in Sogou and 16.8% in Google will search travel. Well, if you have enough money to burn, welcome to all the channels. But if you have limited budgets, in this case, Shenma will be your first choose.   Also you can make some combos in your multi channel strategy. You can use Baidu as your main channel in pc while you use Shenma in mobile, there is no paradox.    Searching Time – Fragment  When people will use mobile for the search, will the No.1 is breaking time. This term is very tricky. But it can present one thing, the times for the mobile search is more fragmental. Thousands of people have thousands searching time. And that is the difficult for the mobile to do the analysis for the fragmental searching. That is one of the reason the e-commerce CVR is quite lower in the mobile side. In this report, majority of the each search will maintain 16-30minutes. I guess it might be very difficult for a customer to finish the whole customer journey in 30 minutes.   If you are an e-commerce company with responsive mobile site, a good solution is to set the different objectives or the KPIs based on the time. Normally before the sleep has a higher CVR than the other periods. For example if your assist/direct attributor time gap is 19:00 at night. So before the 19:00 is quantity-reach and after 19:00 is quality-reach.     If you are an e-commerce company with non-responsive site, it is better just to set the branding and quantity –reach for the objectives.   If you are a non e-commerce websites, just branding and quantity reach. 

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