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Fresh Connections: China

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Fresh Connections: China Fresh Connections: China Social Network For Fresh Fruit in China www.fruitday.com Loren Zhao March 20, 2014 PRODUCE MARKETING ASSOCIATION Why Australian Lavender Bear so popular in China? PRODUCE MARKETING ASSOCIATION Social Network Promotion u Celebrity introduction Movie and TV stars u Case marketing u Social Network broadcast u Precise customer target u High demand VS Limited Provide PRODUCE MARKETING ASSOCIATION Summary for Event Marketing u Product design - Competitive product - Attractive price - Customer coverage u Social network - Official account advance advertisement - Set prize to encourage customer forward - Forward good reviews and comments - Monitor and resolve potential crisis u Off-line event - Special trigger event - Celebrities or government officials u Traditional media and PR - Dissemination - Tell story - Build customer confidence PRODUCE MARKETING ASSOCIATION E-Commerce is Changing the Fruit Industry u Chinese online retail transaction in 2010 reached 461 billion yuan(75 billion USD), accounting for more than 3% of the total retail sales of social commodities. And it is expected to reach 2 trillion yuan(325 billion USD) by 2015, occupying 3% of total value of consumer goods. u The fast-growing e-commerce market is supported by online shopping consumers. According to CNNIC, the number of online shopping users has hit 173 million in the first half of 2011 with the penetration of online shoppers in the netizen hitting 35.6%, with expectation to reach 350 million and penetration rate nearly 50% by 2014. PRODUCE MARKETING ASSOCIATION The Demand for Fruit is Changing “Delicious" is not enough happiness “Delicious" is not enough Safety Healthy u Brand u Country of Origin Delicious u Quality and Safety u Word of Mouth Basic Requirement Basic Requirement PRODUCE MARKETING ASSOCIATION China E-Commerce Market Overview u China e-commerce market will reach RMB 1.5 trillion in 2013, with 48% CAGR. u China will overtake the US as world’s NO. 1 e-commerce market. PRODUCE MARKETING ASSOCIATION China Social Network Overview u 2003 Dianping (Yelp) u 2005 RenrenKaixin(Facebook) u 2009 Sina Weibo (Twitter) u 2010 Jiepang (Foursquare) u 2011 WeChat Source: www.ciccorporate.com PRODUCE MARKETING ASSOCIATION Social Network Functions u Brand promotion u Interactive marketing u Customer service u PR & Crisis Monitoring u Consumer research PRODUCE MARKETING ASSOCIATION Tencent WeChat ◆ Mobile Social Integration Platform ◆ Founded by Tencent in 2011 ◆ Member: 500 million PRODUCE MARKETING ASSOCIATION Dianping.com u Founded in 2003 u Mobile apps member: 75 million u Coverage: 4 million local business u Cities: 2300 cities PRODUCE MARKETING ASSOCIATION Sina Weibo u Founded by Sina in 2009 u Member: 500 million PRODUCE MARKETING ASSOCIATION Sina Weibo Management u Broad dissemination power u Strong market research tools for data mining and followers classification u Interactive transmission analysis PRODUCE MARKETING ASSOCIATION Off-line Promotion Fully supported by u U.S. ambassador Gary Locke u Tmall CEO Daniel Zhang u Northwest Cherry Growers u Agricultural Trade Office (ATO) PRODUCE MARKETING ASSOCIATION Northwest Cherries Promotion 2013/07 u 1st phase: u 55,000 boxes, 108 tons in 10 days, approximately 10 containers (40ft) u 2nd phase: u 30,000 boxes, 60 tons in 3 days, approximately 5.5 containers (40ft) u 3rd phase: Total 110,000 boxes, u 25,000 boxes, 50 tons, approximately 4.5 containers 218 tons, approximately 20 (40ft) containers (40ft) PRODUCE MARKETING ASSOCIATION Weibo 1st Phase – Warm up u Lucky Draw: Forward the microblog to 3 friends and @fruitday, get 1 free cherries u Total 45,091 forwards and 37,928 comments. PRODUCE MARKETING ASSOCIATION Weibo 2nd Phase – Speed up u Prize: 5 lucky customer per day get free final payment u Total 131,304 forwards and 114,385 comments. PRODUCE MARKETING ASSOCIATION Weibo 3rd Phase – Forward customer review Sina Weibo results: u 12 million exposure 1 million forwards & comments u Creative content to promote the event u Viral marketing broadcast PRODUCE MARKETING ASSOCIATION PR and Media Coverage Over 200 domestic and international media coverage and most of the main media in China reported that in different ways. PRODUCE MARKETING ASSOCIATION Chilean Cherries & Blueberry Promoting in China Chilean Ambassador to China Holding New Year Banquet in Beijing Jan. 10, 2014 PRODUCE MARKETING ASSOCIATION Creative & Interesting Packaging PRODUCE MARKETING ASSOCIATION Microblog Report & Virus Post PRODUCE MARKETING ASSOCIATION Full Exposure u Population Covered: u The index of keyword "Fruitday" searching at Baidu grew up nearly 100% - Microblog Users 42 million - We-chat Users 1.1 million - Microblog Interaction 40,200 - Net Exposure:5.665 million - CPM < 1.2 PRODUCE MARKETING ASSOCIATION Draw a Heated Discussion Index of hotspot was up by 200.8 times than usual PRODUCE MARKETING ASSOCIATION Improve Sales u Taobao Index: Searching & transaction Index of “Fruitday” keyword up by 300% over one week age before the promotion u AlEXA Flow: IP & PV doubled of average daily volumn PRODUCE MARKETING ASSOCIATION Tasmanian Cherries First in China u Australian Consulate-General Shanghai u Jan. 24, 2014 PRODUCE MARKETING ASSOCIATION First Promotion for American Pear on TV u The Most Popular TV Shopping Chanel in China----OCJ u 871 Boxes within 30 mins PRODUCE MARKETING ASSOCIATION 2013/09 Australian Hi Brix Navel in China PRODUCE MARKETING ASSOCIATION Sales Volume: 5751 Portions in 5 Days PRODUCE MARKETING ASSOCIATION Cooperate with Brands and Associations PRODUCE MARKETING ASSOCIATION Thank you! Loren Zhao www.fruitday.com [email protected] PRODUCE MARKETING ASSOCIATION .
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