Konrad Markham - Digital Marketing Expert for the Fast Moving Consumer Goods (FMCG) Industry @kardy1 Proven strategies and tools are hard to access 600 million internet users including over 220 million active online shoppers who spend more money than any other online shoppers in the world. An overview of business opportunities available in China for marketers. A presentation from the China Digital Marketing & Social Media Summit held on the 24th of October 2013.

2. Konrad Markham
Digital Marketing Expert for the
Fast Moving Consumer Goods Industry

3. Integrated Marketing and the
Chinese Wine Industry

4. Western Ideology
Wine knowledge passed on
from one generation to
another
Chinese Ideology
Lacking wine knowledge and
looking for guidance and
education – thirst for
knowledge to save face

5. Source & Type of Wine Information
• Internet is the main
channel
• Social Media emerging
as a new source of
information

6. Don’t clutter your webpage with
information
Preference for short text in Mandarin with images and videos
Want information on food and wine matching and wine type/style and region
Information on how the wine is made and the producer is not relevant

7. Recommendations
•
The right Digital Marketing & Social Media strategy will be dependent on your:
• Business & Sales Objectives.
• Marketing Objectives:
• Customer Acquisition
• Awareness/ Branding
• Retention/ Engagement
• Market Research
• Customer Service
• Target Audience.
• Technology – Mobile, Video
• Budget, Key Measures of Success, ROI Timeframe.
• Resources available here and on the ground in China.

8. Recommendations
• Design Marketing activities to have an inherently social motivation to spur broader
engagement.
• Types of Content
• Rewards/Promotion.
• Utility/ Education.
• Gamification.
• Celebrity Endorsement
• TV shows/ movie
• Yao Ming Family Wines