Digital Marketing in China
Week 2 in China had a lot of interesting events for the Marketing team. One of those was a project related conference. Through contact with the OSU Beijing Alumni Association, we were invited to an event focused on Renewable Energy and Air Pollution. We talked with a number of people for in-depth interviews and invited many of them to participate in our survey. While we may have failed to speak with people at the mall, we talked to a good number of people at the conference. This opportunity helped us diversify our sample, and also increase the reliability of our survey results.
After the event, Luke, Doug and I scheduled another meeting with my local Chinese friends for more in-depth interviews. After talking with different Chinese consumers, we gained better insights about the Chinese consumer's decision making process and learned of product factors that are important to Chinese consumers.
Above (right) is a very professional air purifier-the IQ Air brand. This brand and model is widely used in commercial situations such as ICT (information and communications technology). We have also studied all kinds of different quality and types of filters, and read through the product description. In addition, we have learned how consumers normally use air purifiers in their apartments.
We also talked to two of the largest and most popular e-commerce platform companies – Tmall and JD. We compared types of service, setup requirements and charges between these two companies. Based on consumers’ purchasing preference, we will recommend that our client launch the products on one platform first. Talking with these E-commerce companies, we learned a lot about setting up an online store, what kinds of legal issues are involved, and what risks we might face in the future.
Anticipating that Columbus Industries will face difficulties in managing an online store due to the language barrier, the distant geographic location and time difference, we also consulted with local agencies to learn about their services and digital marketing tricks in China. We also received a quote from an agency that could support us in analyzing the feasibility of the project.
Currently, we are working on compiling our survey results and making product and price recommendations for the project. So far, all is on track and we are looking forward to giving the client a strong presentation and a well conceived set of actionable recommendations.
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