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With over 160 visitors, it was a great opportunity to meet actors from Demandware community such as retailers, technology and solution partners. My colleague Victor Ariza, Digital Analytics Consultant at altima° China, had the pleasure to be a guest speaker and talk about one of our favorite subjects: data and more precisely web analytics.
As previously announced, we were glad to sponsor and animate the Demandware Retail Connect conference which took place in Shanghai last September 14. With over 160 visitors, it was a great opportunity to meet actors from Demandware community such as retailers, technology and solution partners. My colleague Victor Ariza, Digital Analytics Consultant at altima° China, had the pleasure to be a guest speaker and talk about one of our favorite subjects: data and more precisely web analytics. His session was jointly presented with Helen Yang, Regional Manager of Digital and E-commerce at Clarins and Ethan Fan, Head of Digital and E-commerce in China, and moderated by Orlane Hazard, Senior Customer Success Manager at Demandware. After reminding how important the data is in the decision making process, Helen, Ethan and Victor explained how Clarins successfully set up a data driven culture among several countries in APAC (China, South Korea, Japan, Hong Kong, Taiwan, Thailand, Malaysia and Australia). As a summary, the three main reasons why Clarins succeeded: They built up a strong data collection structure by understanding the tool ecosystem (in their case: Demandware, Tag Commander, Google Analytics), defining a measurement strategy and working continously on data integrity They defined roles and missions to perform by setting up the right organization and processes, training, explaining, evangelizing and following up They changed their way of thinking regarding media performance from ad-centric to site-centric focus and then channel contribution. You can download the full deck here.
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.

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