[Yannick 3:35] Thanks very much. Yes, I am Yannick I’ve been working for GoDigitalChina first on then also AdChina.io that when we launched that product. So we’ll go up it into that. So firstly, uh, yes, that’s right that we are GoDigitalChina and then our platform tool is AdChina.io that I owe about me. I’ve worked for GoDigitalChina since mid 2018. Shortly thereafter, we launched the at China Digital Platform on the main industries that have helped is in the education, retail, fast moving consumer goods, tourism, and B2B services, real estate, supplements and a lot of other different industries. So if their specific industry questions go ahead and ask them and I’ll do my best to answer them.
What we mainly do is that we help international products and services really into the Chinese market and really advise them on how to enter the Chinese market but also done on multi managed their brand through digital advertising in China on my own background is primarily in marketing, sales, and then entrepreneurship a bit around the world so that is who I am. And hopefully you have I could experience with in the next 40 ish minutes with me.
Starting out why we’re doing what we do. We really believe that it is important to connect every country in the world. We feel that that is going to enrich everyone’s life by making it easier to do business between countries. Therefore, we’re focusing on enabling Western companies into the Chinese market, which there has been a lot of barriers in the past. So that is what we’re doing through digital advertisement primarily, Um, and what we really believe in is that trading between all the the countries will help the people living in these countries, and then we mainly believe in the transparency is really efficiency. So by allowing you to have full understanding of what is happening for your brand in the Chinese market, you will then have efficiency and understanding how consumers are using your product and also what needs to be done in the future, even if it’s with us, or you’re taking all the things and running in themselves.
Then lastly, we really take a data based marketing approach or market entry approach, meaning that we always try to look at real data, be it surveys in China, whether that be running digital adverts for your product before you’re ready to launch than China. Just to see the response, we’ll get into some of these details and a bit later. But we try to always make it based around real data, and not just what we feel might be right. That is why we’re also trying to always tailor make all the proposals we do for customers and really tailor make your approach into the Chinese market little bit of about why we think that the digital space of China is so important in terms off the numbers there is more than one billion Tencent and active users every day ByteDance now have 700 million active users on a daily basis. There is more than 200 million active users on the primarily e commerce platforms, such a Taobao and TMall, So as you can see, it’s really digital. Almost everyone in China is online every day.
[7:00] That’s why we think this is the best way to reach out to the audience in China on again, a little bit on China 12% off outbound tourism are gonna be Chinese again. One we open up and start having more traveling and then specifically about why China. Now we’ve seen the China is one of the only countries or major economies that are actually having growth, um, in 2020 but also expected to have quite a high growth in 2021 as you can see, with almost 8% on again, it’s been ranked as the most attractive market for multiple years running in a row.
And when we look into how the growth has been, as you can see, the first quarter of 2020 was hit pretty hard when they had the first lockdown in China and it was our really strict lockdown. But it was a shorter duration than what we have seen in the rest of the world. That meant that they eliminated most of the COVID virus early on, and therefore things went back to a bit more normal again, And, that is why now it’s a good time to really enter the Chinese market is one of the few markets where people are actively spending where daily life is back to relatively normal. And that also means that when we look into how people have been spending money in China, these are all in in billion RMB and, where you can see the different industries. So feel free to look up where your industry is and then have understanding of how much people are using on it.
Of course, the holidays. I have mainly build within China the last year, but there is definitely gonna be our big surge in overseas traveling again as soon as the borders are opening up and the Chinese consumers feel that it’s gonna be safe to travel abroad again, which I, we’re presuming, is probably gonna happen the end of this year, or maybe early next year when more countries have fully vaccinated and the virus is on the way down. Um, and one thing that we have seen on the up has been especially in the entertainment and lifestyle industry in China. But you can feel free to reach out to us and here specifically about your industry in the future.
Just about the companies that we have hoped we, as you can see, we have quite a few companies that we have been helping in in a lot of different industries, but also the things who have helped with is ah lot of different things within the digital advertising space. On top of this, we have done a lot off market research on audience research for the different brands and companies were working with to make sure that there is a good fit before they enter the Chinese market. One thing that we should mention is always a challenge off really running, advertising or digital marketing in China. Of course, the culture is always something that people will know off to begin with and the language. It is not an easy language to learn, and it’s very different from what we used to, um, but at the same time, it doesn’t have to be as hard as people think. We have a team that is bilingual, so you can always write us in English, and then we can help you translate and transcribe it into being appropriate for the Chinese language. But also the culture. The second thing is that there is a lot of inconsistency and heavy regulations from a Western standpoint, at least where things can change quite rapidly in the Chinese market, and this can be seen in both of our advantage on the disadvantage. Depending on how you look at it, you might be able to enter the market really quickly with a product when China opened up. Then you can be ready for it. Or it can be an issue that you cannot do anything currently in China, and then we will have to look into you may be preparing you for when it opens up.
[11:00] On the second aspect is what we’ve really been working on. Why we created the AdChina.io platform is the lack of transparency into when you’re working with the agency in China and also the issues that have been with fraud, especially in the data that you’re getting from the marketing reports in terms of clicks, and real purchases. This is something we are eliminating with the AdChina.io. The data that you’re seeing comes directly from the immediate channels in China. Be it ByteDance, Tencent, Baidu. Second aspect is that they used to be a really high starting cost for running digital campaigns in China, where it used to be around $10000+ just to run a campaign that is now eliminated, especially through our platform, so you can start much lower. Normally, we say a good starting point should be somewhere around $1000 plus years on a monthly basis on depending on what you’re doing. It might actually be a little bit higher to get good traffic on understanding of what is happening, but the starting minimum starting point is now lower down to just around the $1000 US on the lot.
One of the other aspect is that due to the way China is build up, there’s a lot of big players. So there is the Alibaba. There is the Baidu. There’s Tencent. There’s the ByteDance’s, which are the big companies, and they don’t really share data with each other. Here in the West, we used to seeing Facebook and Google really sharing data easily between each other. But in China. That does not happen, so that makes it a lot harder for you to understand how the different channels are performing and that is one off. The advantage of using a platform is that you can see the data from the different channels and compared directly.
This is something before you would have to go into every single channel and look and then pull it all out into one data sheet and then look at it together there. And now you can do it much quicker. It’s simply picking the right channel. And then you get the data from that channel. And then, of course, largely is that you’re not used to using all the media that you used to say. Oh, no Facebook, no Google, no. Yeah, So you don’t know the challenges there. And that’s why we come in and help by giving you access to the premium Chinese media channels.
And now a little bit about how to enter the China market. And really, this is hopefully where your story will start. What we generally do is that we have a small, step by step approach in to it. So the first aspect is, of course, doing a market research to understand the market for your industry, what it looks like in terms off the different aspects we will see. I’ll go a bit more detail on what we’ll be doing in these market research and same with the audience research and then one thing that is very important that you register your trademark in the right category. This is not something we do personally, but we have partners that help us with this. So if you have any questions around that, normally I would be happy to refer you to your partner on setting off the trademarks in the Chinese space. And it’s important that you do this early on when you know that you want to enter to the Chinese market as trademarks in China are generally accepted in terms off the dates of the early do it. If someone else has an application for the same name and everything before you, then they will generally be approved, even if you are well known brand outside of China.
On the next aspect is to do our smaller market testing. We’ll get into details on what that encourage on what you really can’t do there. But generally we prefer to test a little bit before we start going full scale in terms off digital marketing market presence, such as setting up social media channels and everything Before that, we normally run a small test to see what the consumers are saying to your brand. And of course, the next step will then be making it even easier for your customers to really buy the services or products that you wanted them to buy. So that could be through online travel agencies. It could be through e commerce platforms if you are selling retail goods. Or it could be enabling through Chinese website and having are still there to make it very easy for them. Or there’s a lot of different ways that you can make it even easier. It could be general trade and import into the Chinese market so you can have it out in retail stores in China.
[15:30] And then lastly, it’s starting to release help build your brand even further and increasing sales in the Chinese market. And hopefully, in the end, you have a good profit and really continue growing in the Chinese market. So now I’ll go a bit more to some off the steps mentioned here, one of the first one we do is normally doing a market research so, we’ll look into the market size for your industry a little bit on the competitors who they are, what the brand positioning is are there foreign, you know, they’re local, um, on what are their main USPs. So you haven’t understanding off what there is in the market and what’s happening, and then we look into the distribution channels. Where is the product service sold? How are people really buying that kind of services? On what has to be said is that we can tailor this into the information that you need, and clearly there’s a big difference. If you will be to be brand, or if you will B2C seller on also the products you’re selling then we make sure that the market research fits your needs and information you need them.
The main reason that we really want to do this is to help you understand the potential areas in the Chinese market on get a feel for where people are positioned. So it’s just a niche market where everyone is positioned in T specific categories or specific, um, product qualities. Or where is it that you can kind of find a little bit off blue ocean for what you’re doing and where do you fit into the overall brand position that is happening in the market, and then it’s a little bit interesting to learn about where people are buying things for you. So you can understand what the next steps are gonna be later on, when you need to set up easier ways to really do trading into China, but normally to begin with, those are not always needed. But that is something you can reach out to us. And then we can be happy to have a conversation about how you can get started in the Chinese market with this.
The next aspect is normally looking into the audience. What kind of audience is there, where they located in China? And what are the age and demographics off the audience that you’re trying to reach out to? And then what are the trending messages and key messaging that would appeal to that target audience and then again, we tailor into you what information you’re looking for and also what you already have off information beforehand to make sure that we are providing you the full picture of what you’re needing. To enter the Chinese market on, and as always, it’s super important to understand your audience in China. A lot of times we see customers having are wrong idea of who the audience might be in China based on what they see in the West they’re just assuming it’s gonna be very similar. And sometimes that is not the case. I’ll go a bit into it later on in one off our cases that we will share with. But what I can say now is that in the West they are having a much older demographics vs in China, where they’re having a much younger target audience.
This is something that is hard to really understand without having done some research into why people are buying things and what motivates them and how you can really ensure that the your brand is positioned the right way. Then the next step. What we normally do is that we kind of do a market or product testing. So will help create what is suitable. Mounting channel test. By digital channels in China. So what it can be is that we run ah, smaller digital campaigns for your products services and see what people are responding to. Do people click on it to what do people respond when they see the product and the landing pages we can even measure. We can even do something as easy as if you have closing product. Then we do it in multiple colors and see what kind of colors are the market more interested in so you don’t need to stop later on. So you know which kind of stop you need to have in the Chinese market on generally what we’ll do if you already have a sales point or e commerce store that is outside of China, What we can do is we can lead traffic there. What would happen is that there would be a landing page in between that’s in Chinese, and then they will be led to your Web shop. A lot of your website with more information in English generally, and this is mainly just to see how people really willing to buy your product. It’s we can carry out surveys, but sometimes there’s a big difference and what people behave when they actually has to pay for the product versus when it’s just imaginary purchase.
[20:15] And this really is the easiest way and best way to test if your product really fits the Chinese market and also how well it likely is gonna be performing and give you some good indication also on how long it’s gonna take to really enter the Chinese market for your product and build a brand awareness in China.
So the next step that we really do is that we help ensure that there is enough visibility for your brand. When you’re saying that, okay, we know that there is a good potential here. We saw that from our market test. Then we would again we would most likely already have analyze the target audience. But if we haven’t, then we’ll do it again. I will do it now so we can make sure that we will find the suitable media channel to where you need to be visible to your audience. And then it’s setting up and creating the content plan. To get engagement with your audience, and then we’ll start doing the posting and really do the engagement on the comments and take the feedback that is happening and then evaluate how that is happening. And then it’s going back to the beginning in terms off. Was it the right audience? Now we have even more data and then evaluated and keep continuing in building your brand and visibility’s in the Chinese market. This leads into a little bit of a market entry strategy. As you can see, it’s, uh, setting up sales point. It’s setting up official communication channels or advertising accounts. So this is the first goal. And finding the right channels is something we will help you with, and also, depending on what your goals system, there might be different in terms of what kind of sales point you are needing in the Chinese market on.
Then again, we’ll be using smaller budgets in the beginning to further test out how all the different operations is running in the different channels that you’re having on. Then it’s going to be continued learning where you’d get more learning on what is the right message for your audience and how you’re advertising you’re performing. You will take these key learnings into continue operating your own brand. Even developing products may be for the Chinese market in the future to fit the needs that is there. And as you can see when we get to this point, it takes a good amount of time to really get everything open running so We’re looking at. Normally, we say a good period would be around three to six months to get everything open, running and being right.
It takes around a month just to get things set up and might take longer if you don’t have some of the pre requisites, such as a business license in China. If you’re trying to set up our general trading business in China, so there might it might take a bit longer, depending on where you are now on what you’re trying to achieve in the Chinese market. But this is a good idea off general structure to follow.
That leads into a little bit on how we do marketing. What we really do is that we try to strategized in the beginning and create are clear campaign plan and then it’s about testing it, making sure that there’s always very precise the test we’re doing in terms of the audience. So we make a lot of small campaigns to ensure that away so we can see the difference between the different audiences, uh, even them minor differences so we can figure out what is the right place an audience for you to your message for you on.
Then you get it well back in our AdChina.io, where you can see it’ll in English. So you have transparency and how everything is running. You can see the campaign names and the audience that they’re targeting, and then we normally have either are by weekly or monthly meeting to share insights on how everything is running on what we think that we can do to further improve and optimize your campaigns and how we can go back and read you. The planning is to make sure that we’re always targeting the right audience, and that is the continued loop that we always try to keep optimizing and trying to improve things, testing out new things. Do A/B testing for your advertisement, testing out new messages for the audience to make sure everything is running smoothly.
[24:40] That leads a little bit into some of the customer stories that we have had in the Chinese market and how we have helped them. But one of the first parents that we are currently helping our have helped is called Scandza. As you can see, they have a lot of different, smaller brands below them and we have been helping them with one specifically in terms off. We did the market research. We did their audit. They had already been in China before, but they had not succeeded so we did in order to know what they have done in the past and how we could find improvements. And then we made a new go to market plan kind of relaunch the whole brand into China. And then we created the marketing strategy for them. And then, ever since then we’ve been handling and managing all the advertising they’re doing in the Chinese market, and now it’s It is smooth going and it’s growing the brand and every trend is in the positive way. So there are starting to be profitable in a near future they have. We have only been working with them since 2000 and 19.
Another customer is called Mills are local Norwegian brand on its a household brand in Norway. And here what we did, we helped them again do a little bit of research into the market. Then we help them set up an e commerce store a sales point and promoting their products that they are now having up on TMall and really help them establish the social media and visibility brand visibility in China. And that way, we have slowly now starting to see the results of what we’re doing, but it has taken a little bit longer. I have to say with this kind of brand, because it was a product that is not traditional to the Chinese consumers. So there is a little bit longer period of time where we need to educate the Chinese market on how to use the product and the benefits off their product. But now that we see more and more people understanding it, we’re seeing a very positive trend in terms of sales numbers on the rise and also on really being able to see more and more people adapting and adopting the product. But sometimes it can take a little bit longer. If your brand is our completely new concept that is not the well known in the Chinese market
And lastly we have a health supplement that we have been helping for a long period of time again. This is a brand that had economist store in China, where they started working with us, but they had issues with it, not delivering in what they wanted to do. And also they didn’t have any insight into what was really happening in the Chinese market with their current distributor. So what we did was that we help them solve some of the logistic issues that they were having, enabled them to understand what is happening for their brand in China. Worked with a lot of KOLs to further boost brand visibilities in all the different platforms in China and social media. And then we have been running advertisement for them ever since, and to drive more traffic into their TMall, JD, and also TaoBao stores now.
[28:10] It’s a little bit different how to different brands into the Chinese market on where the starting point is. But what we’ve seen a lot of time is that what happens is people enter the Chinese market without having a full understanding of want their Industry is like and what the key audience will be, such as what I said earlier with medics. They are primarily targeting people that are 50 plus here in in Scandinavia, in China, there target audience is much younger. We look talking about 25 to 45 and it’s mainly females. For now. We’re here in Scandinavia. It’s both male and female – I use in the product. So it’s very different in terms off the targeting and the messaging that they’re needing to put out for their brand in China. And they had tried out just using what they had, the same audience and they did in the West, and clearly that was not the right audience to reach out to. They were not willing to adapt completely new product where they don’t understand the benefits of it in the same way as people would do here in Scandinavia, where it’s much easier sell because people have a good understanding of what the product us on the qualities that is in the product.
So, yeah, depending on where starting point is, it’s gonna be very different. What needs to happen to really improve you are market presence in China, but do feel free to reach out to us and talk about how we can help you optimize your market, or how we can help you really enter or re even re enter the Chinese market.
Lastly I just wanted to talk a little bit about our China’s Io platform, which is something that we’re using with all our customers to really give them full transparency into what we’re doing when it comes to advertising in China. So the way that is that it’s ah X channeled advertising platform. All English. For now, we have 10 plus channels, you can directly by advertisement in and it’s one place where you can really easily test the different channels and see the performance towards the different channels and you’ll get the insights in real time. And all the data is pulled directly from the Chinese media channel. We do not interfere with the data at all, so you can see that what it cost to spending you spending there and everything. And, hopefully you can make it even easier for you to to the reporting. You can pull it allowed if you wanted to export it. But it’s all in our reporting system that makes it very easy to compare the different channels and the different campaigns.
So the channels that we’re in are these ones. I will not go in detail into all of that what as you can see it is mainly channels that are owned by Tencent, Baidu and ByteDance and then LinkedIn China. If you will move for B2B audience that you’re reaching out to And Yes, you can see there is a lot of these on most of these plan, uh, all these different channels. So there is almost always what unity to reach the audience that you’re looking for. If it’s our old audience, if its audience studies having a certain level of education or if it’s people living in certain parts of China, we’ll certainly be able to reach them in the best possible way.
[31:30] And he way it really works. The AdChina.io is that you pick a channel, then you pick the audience. Then you’re creating your own advertising and then you’re simply setting up our budget on a schedule and then it will be open. Running generally takes one working there to get away the advertisements approved due to the regulations in China, things has to be approved, and then you get real time data report back.
And again. How we work is that it’s always about sitting out clear goals to begin with on what we’re going to do and then testing that and then reporting back and continue to optimize it, you know, continues loop on bond that we do provide a lot of other marketing solutions of strategic consultant. We can help you with website building, social media management, creative content if that is needed, any display of fee, advertisement and then of course influencer marketing in China.
Just a little bit on who we are, just so you feel you have a good idea. The company has been around since 2015, created by three guys Jie Zhang, Rolv-Erik Spilling, and Stein Erik Moe, and they’re all former executives in Huawei, Telenor, and Accenture. And the idea was to take international product and service into the Chinese market by a e commerce and digital marketing. Our corporate headquarters is here in Oslo, Norway, but then we have an operations and technological headquarters in Shanghai, China, where most off the operations happen and management on a day to day basis on all our employees are at least bilingual, so they will speak, English and Chinese, if they’re in Shanghai, and if they’re in, you know, Oslo they all speak English and often a few other languages at the same time.
So as you can see, our team is a bit spread out. We have a team in in China, we have a team in Australia, we have a team in India and Pakistan, and then we have to headquarters here in Oslo, Norway. So that is how we are right now. That is all for now. So now it’s time for a few questions.