lundi 13 novembre 2017

Social Media Marketing in China

Western social media don't exist in China 

 No Facebook. No Twitter No YouTube The list of companies that do not have access to the explosion of social space in China shows how it differs from those of many Western markets. Understand that space is vitally important for anyone trying to engage Chinese consumers: social media is a more important phenomenon in the world's second-largest economy than in other countries, including the United States. And it's not indecipherable. Chinese consumers follow the same decision-making path as their peers in other countries, and the basic rules for interacting effectively with them are reassuring.

Wechat Marketing

 Wechat is an instant messaging application created by Tencent, the same company that created QQ in 1999. Wechat is like Facebook in China, although its main function is to enable instant messaging between friends and not Facebook. So, as you can see, marketing your product or services via Wechat could open a flood of traffic and exposure to you and your business.

Weibo Marketing

Most people tend to think that Weibo chirps China, and that's not quite true. If we had to break down the words "Wei" and "bo" it would actually mean a mini blog or a microblogging. There are in fact more than half a dozen Weibo in China like Phoenix Weibo, Sina Weibo, Tencent Weibo, Sohu Weibo, etc. ... But for marketing your business in China, the only two Weibo we need to worry about are Sina and Tencent.

 Read also:

mercredi 1 novembre 2017

The Best International kindergarten in Shanghai

Shanghai is a wonderful city , but what should you choose for your kids ? 

What choice you Have ? 

A Chinese Kindergarten ? 


Wellington's approach to kindergarten in Shanghai

Kindness, Curiosity and Creativity Wellington's approach to kindergarten in Shanghai. The start of a child’s formal education is a time of great change and one that is defined by a constant stream of new challenges.

The start of a child’s formal education is a time of great change and one that is defined by a constant stream of new challenges. While this can cause some anxiety initially in some young children, at Wellington we aim to make this period as exciting, engaging and enjoyable as possible for every child in our care. Our commitment is to holistically educating our pupils; so not only do we teach them the vital skills and knowledge necessary to prepare them for further education and life after school, but we also instil in them a set of values that will help them lead happy, successful and fulfilling lives. By helping each Wellington pupil to understand from an early age the importance of being individual, intellectual, inclusive, independent and inspired, we hope that these values will remain an inherent part of their personality for the rest of their lives.

Kindness, Curiosity and Creativity: Wellington's approach to kindergarten in Shanghai

The following sections briefly summarise the core components to our Pre-Prep educational approach, many of which differ from comparable international kindergarten education in Shanghai.

The Curriculum: Giving every pupil the means to succeed

Pre-Prep schooling is an extremely important time in a child’s development, as it represents their introduction to formal education and allows them to acquire a wide range of both social and academic skills. It’s also a new experience for parents, who will see their children head off to school for the first time and will watch them discover a world of new opportunities. Throughout the Early Years and KS1, it’s vital that both teachers and parents work together to encourage their children and help them adapt to their new learning environment.

Our approach to Early Years teaching

Here at Wellington College International Shanghai, we follow the UK’s Early Years Foundation Stage curriculum, which is organised into seven key learning areas. The prime areas focus on a child’s personal, social and emotional development, their physical development and their communication and language skills. The remaining areas of the curriculum, known as the specific areas, focus on their ability to understand the world around them; their mathematical and problem-solving skills, their creative talents in expressive art and design and finally their enjoyment of literacy, which is developed through their exposure to stories, rhymes, songs and poems.

Our approach to KS1 teaching

KS1 is the time we continue to develop their understanding of the core values as they undertake a change of curriculum. We follow the UK national curriculum in literacy and mathematics as well as using an UK approach to the teaching of phonics. We also follow the International Primary Curriculum (IPC) which is a comprehensive, thematic, creative curriculum with a clear process of learning and with specific learning goals for every subject, for international mindedness and for personal learning.
The IPC has been designed to ensure rigorous learning, but also to help teachers make all learning exciting, active and meaningful. Children learn basic key skills in history, geography, ICT, art, technology and science, which introduce them to all disciplines and help them form the beginning of their own learning journey.  
By ensuring children are exposed to a wide range of subjects, we allow them to experience things they may have previously overlooked. This, in turn, may well influence later academic subject choices.
At this stage, our pupils will also start to develop formal methods for recording mathematical calculations. All KS1 children take part in mental mathematics challenges, concrete mathematical experiences and learn to record their findings more formally. 

Mathematics activities are designed to be fun, challenging and have a real purpose, with an emphasis on problem solving. Children have opportunities to revisit different areas of mathematics each half term and build on previous knowledge. Basic concepts are cemented at this crucial stage and become the building blocks for all future learning.

Faculty: Instilling the right attitude towards learning

Every child in the Pre-Prep School has a class teacher and teaching assistant. In pre-nursery, due to the age of the children, we have three teaching assistants in the classroom. The class teacher teaches the main parts of the curriculum and leads the pastoral role. The class teachers are supported by other specialist teachers, who take a larger role as the children get older. This allows children to become familiar with a variety of adults, which promotes their independence and adaptability skills.
All our class teachers are trained to the highest standards and are experienced in teaching the English curriculum. Many of our teachers have degrees in Early Years and primary education, which are supplemented by formal teaching qualifications. As with other international kindergartens in Shanghai, the teaching body of our staff reflects the international profile of our pupils, with teachers joining us from Europe, America, Asia, Australia and New Zealand. We ensure that our teaching staff embody the values and high expectations of Wellington, while encouraging them to bring their own personality and interests into the classroom, in order to make them effective holistic educators.

Creative learning opportunities and events

Alongside a robust yet flexible curriculum, our younger pupils are also exposed to a wide range of truly engaging opportunities to take learning outside of the classroom. From exciting music and theatre productions, to whole-school events designed to draw the Wellington community together, Pre-Prep pupils are given every chance to take their learning to entirely new and unforgettable places.
Our Pre-Prep pupils always represent an important part of our whole-school events. We believe that it is essential to get children involved in such occasions early on, as this inclusive approach makes them feel rightly valued as individuals and as part of our tightly-knit community. This short roundup of some of the Pre-Prep pupils’ impact on some of our most notable annual events serves to highlight how our school endeavours to give its younger pupils the chance to demonstrate their artistic and academic skills, inline with the very best of international kindergarten education.
  • Christmas shows: Our annual Christmas Concerts give the younger pupils the chance to demonstrate their excellent singing voices and choreographed group dances, usually while performing classic Christmas carols and festive songs.
  • Chinese New Year: Pre-Prep pupils joined the entire College in celebrating Chinese New Year, performing their very own traditional songs and dances, complete with gorgeously vibrant and colourful costumes and artwork.
  • Science Week: Intellectual curiosity starts at an early age in Wellington, as the last two Science Week events have both witnessed our Pre-Prep pupils eagerly and attentively watching experiments being performed, before diving in themselves to get a hands-on scientific experience.

Read also : 

Instilling admirable values from an early age

Alongside the development of academic skills and capabilities, another facet of Wellington’s holistic education approach is to instil in every pupil a set of values that will positively shape their character and help them become the very best versions of themselves. The Wellington College Values are those of courage, integrity, kindness, respect and responsibility, and the process of instilling and developing these values begins the moment our pupils join us, from the Early Years right up until they complete year 13.
As well as including Pre-Prep pupils in school-wide events, we are always thinking of new and exciting ways to develop these admirable character traits. One recent success story in this regard is our class teddy bear initiative, with each Pre-Prep class naming, dressing and accessorising their bear before taking them on adventures far beyond the classroom. By giving each pupil the chance to look after the bear, we are reinforcing their sense of kindness, respect and responsibility. Similarly, our Pre-Prep teachers are actively involved in instilling a sense of good manners and politeness in their pupils, in order to further strengthen the Wellington Values that we hold in extremely high regard.

Parental support: Involving the parents at every stage

Finally, our approach to Pre-Prep education includes developing a triangular pupil-parent-teacher relationship that is stronger than you are likely to find in any other international kindergarten in Shanghai. We believe that parents must continue to be an active part of their children’s education during their formative school years, since what they learn in school should be reinforced at home, and vice versa.
To that end, as well as regular parental conferences and meetings to discuss progress and avoid any potential difficulties or conflicts, we are continually trialling new methods of encouraging positive parental involvement in Pre-Prep education. One of our most recent and successful initiatives is the “Parent Reader” training programme.
The idea was born out of our parents’ evident willingness to support their children with reading activities during school time. In order to encourage and harness that willingness, we started a training session with the aim of showing parents some of the basic expectations of phonics, sight words and general reading skills that their children were in the process of learning. Parents were taught to recognise some of the most valuable reading milestones and to praise their children whenever they attained them, in order to identify and reinforce the importance of their breakthrough. In a very short space of time, what began as a parental support for reading session quickly evolved into something much more ambitious and involved, with pupils’ additional language, writing and oral-based skills being addressed and explored at home by parents eager to help their children develop in any way they could.

Continually developing our approach to Pre-Prep education

While we are rightly proud of the evident success of our approach to giving young pupils the best possible start to their formal education, we apply the same expectations to our teaching staff as we do to our pupils. Therefore, utilising the same standards of intellectual curiosity and inspiration that we aim to instil in our pupils, we are continually seeking to deliver better, more relevant and more engaging methods of holistically educating the children in our care. It is this driving aspiration to constantly improve that has allowed Wellington to develop one of the best international kindergarten educations in Shanghai.

mardi 10 octobre 2017

What are the most efficient Marketing Strategy in China?

What are the most efficient Marketing Strategy in China?

 I would first say that it is now a must to develop a strong digital marketing for a brand to do well in China since China has the largest online community in the world. With its new booming Middle-class society, China's consumerist culture has exploded and offers a large opportunity to develop new marketing strategies that not only should privilege online marketing but even more specifically mobile marketing that offers the best exposure anywhere at anytime. Innovative technology is becoming the trend of doing marketing and advertising. AR and VR packaging are now becoming more popular for the freshness of the experience it offers.

Going Mobile in China 

Going mobile is the key to reach Chinese audience. It is now easier for consumers to pay online with their mobile phone than using their PC so all commercial activity has to be optimised for mobile. Wechat, for instance, has developed from being a simple messaging platform to being part of Chinese consumers lifestyle, and therefore the perfect tool for efficient Marketing whether through interaction with users or through the Mobile store itself.

Social Media in China 

Speaking of Wechat, Social Media now plays a huge part in Chinese people's lifestyle. With so much impact that I have decided to do more research on this topic for my Master's degree thesis :). Consumers, especially in China, like being able to share their shopping experience, and results show that interacting with consumers on Wechat or Weibo, enhance brand awareness, brand notary and consumers engagement.

ECommerce Exposure 

One more efficient marketing strategy that needs to be mentioned would be e-commerce exposure. Whether on Tmall, JD or smaller platfrorms, consumers are not only looking for low prices but also and even more, looking for high quality and service experience. It is important to develop a quality shopping experience on these platforms: page design, product digital presentation, content, navigation, payment etc. Using the hottest occasional topic of the moment (11.11 for example) as a way to reach the audience is also a great marketing trend. People are more willing to follow hot topics during festivals (CNY, Valentine's day etc) and more open to purchasing.

Search a Good case study of brand

Please find attached a case study report of the clothing brand Zara that I have written with some other students for an assignment we recently had. Although it doesn't include all the components I mentioned earlier as a good marketing strategy in China, Zara has an interesting marketing strategy worth taking a look at.

Zara in China : a Good Digital Strategy 

For example, do you know that Zara is a Spanish brand? It was found that many of us (and from surveys) actually have the perception that Zara is an Italian brand! And the reason why I particularly admire the work they have done around their brand name is simple:
They did want consumers to think that it is Italian for the country's expertise in the fashion industry, so much more popular than Spanish experience in that industry. Some even think that Zara is a French brand since it was so well implemented in its host country. The group also owns brands such as Massimo Dutti, Pull and Bear, Bershka etc.

Here again, doesn't "Massimo Dutti" sound Italian to you? Well, it is Italian but the brand remains wholly Spanish. Smart right? I will let you read more about Zara's uniqueness in my report.

samedi 7 octobre 2017

Alibaba is running to a $ 500 billion Valuation

Alibaba is running towards the $ 500 billion valuation market, while the battle between two of the world's largest retailers (Amazon) is increasing in the markets of India in the United States. As Amazon focuses on expanding its e-commerce activities into new markets, Alibaba invests in companies around the world - going beyond e-commerce to include virtual reality and social media as well.
If there is a transaction that involves any type of business, Alibaba, the company that allows it allows. Amazon is often seen as the place for consumers, but Alibaba's products also push for business-to-consumer transactions. Alibaba is first and foremost an e-commerce platform, more unlike Amazon, there is a complex and extensive ecosystem, which includes Tabao, TMall and In addition to its direct e-commerce sites, it has also started AliPay which allows users to pay on its own platform and AntFinancial, which gives business financing.

Alibaba & Chinese ECommerce Market  

Alibaba has more than 500 million people using its purchasing requests every month and its scale in expanding beyond China. There are operations in more than 200 countries. The company set the record for the largest IPO (initial public offering) in history, listed on the New York Stock Exchange in 2014. This year, Alibaba became the first company in Asia to exceed the $ 400 billion mark. Alibaba's investments include the Southeast Asian e-commerce platform, Lazada Group, Ofo bicycle trading companies, Paytm India's electronic payments company, the Israeli virtual reality creation project Lumus and the US usable company Magic Leap


samedi 9 septembre 2017

China is the world’s second-largest art market but makes up only 1.2 per cent of art photo sales

Art is often described as a classic "good Veblen" - demand goes up as the price goes up because people buy it to impress - and the organizer of the Shanghai Photography Fair is unapologetic about linking art with the market of luxury.
"Visitors to our January San Francisco show were mostly established buyers of photography," said Scott Gray, cofounder and CEO of Photofairs. "In Shanghai, there are fewer established collectors, instead we have luxury brand buyers, which is why the sponsorship model works so well here." China is the world's largest luxury goods market and the second largest art market. But according to a 2015 report compiled by, the country accounted for only 1.2 per cent of the sales of art photos worldwide. For that to change, Chinese collectors need to be convinced that contemporary photography makes a good investment. At Photofairs Shanghai, now in its fourth year, you can find an example of a historical photo on the Magnum Photos stand: an impression signed by Edward Weston, who died in 1958. His 1922 portrait of the composer Henry Cowell, Sky Fear, is selling for $ 60,000.

That figure is dwarfed by some of the prices obtained by contemporary photographers at an auction. In 2011, German photographer Rhein II (1999) Andreas Gursky, an abstract, digitally manipulated river scene, was sold for $ 4.3 million. Dealers want Chinese collectors to become more active at this market level. The Shanghai fair, which was attended by 27,000 people last year, has attracted 50 Chinese and foreign galleries this year, most of which offer contemporary works.

Highlights the Blindspot Gallery exhibition of works by Chinese photographer Zhang Hai'er. The collection includes works from his "Bad Girls" series and the documentary-style images of workers at coal and steel plants taken in the late 1980s while working as a photojournalist.

At the Three Shadows Photography Art Center booth, Liang Xiu's black-and-white autobiographical images expose the struggle facing so many young Chinese today: how do you seek empowerment when you did not have the opportunity to finish school and came of a rural poor, and then they feel ashamed about their body and their sexual urges?

source :

dimanche 20 août 2017

Chinese spent about $56 billion at travel agencies

Chinese tourists continue to trust and use traditional travel companies more than online booking sites in 2017.

Plus the percentage of penetration of online travel agencies in China in search of a record level of Last year. According to a Chinese report on the outgoing market of the Chinese Outbound Tourism Research Institute (COTRI), 20 percent of the 120 million Chinese outbound travelers booked online travel in 2015. This is a seven percent increase from 2014 And the strongest indicator that the reservation sites continents to be more accepted throughout China.

Ctrip & Qunar

Chinese consumers felt less pressed by price wars at the end of last year Ctrip took a stake in Qunar and began working together, a powerful alliance among two of China's largest booking sites. This is probably a factor that more influences consumers on the booking sites, said COTRI.

Yet 80 percent of Chinese travelers booked offline and used one of more than 27,000 travel agents in chunks and mortars in China last year. The number of travel agencies in China has increased by 50 percent since 2006 and is showing some signs of slowing, and COTRI projects for Chinese outbound travelers will spend close to $ 80 billion to travel agents this year.

Chinese consumers spent about $ 56 billion on travel agencies in 2015. They also recorded a $ 11 billion trip to online travel agencies last year, a 70% 2014. While offline travel agents in China have closer relationships with consumers than their foreign counterparts with markets elsewhere, they also compete in addition to the growing popularity of Chinese booking sites like Ctrip and Qunar.

"In China, the line between retail agents and tour operators (also referred to as tourism wholesalers in other countries) is somewhat blurred. It is not uncommon for tourism wholesalers to create not only tourist packages , But also sell directly to customers through advertisements in newspapers, websites and even their own retail stores, "the report said.

Chinese travel agencies can contact and work with incoming tour operators directly without wholesalers, "which can be attributed to the minds of unwanted intermediaries. In cases where a travel agency does not have enough customers for a trip Specific, for example, it will forward its customers to a larger wholesaler and earned the associated commission, "according to the report.

Many Chinese travel agencies operate illegally, including Wolfgang Arlt, director of COTRI, is one of the most gray areas of the Chinese tourism industry. About 10% Of these travel agents are licensed to operate outbound tourists on their own behalf, allowing them to sell different types of travel and the rest use a license or license from another company.

Online travel agencies in China

Online travel agencies in China face obstacles in addition to the offline travel agents do not worry. More than half of Chinese citizens (668 million people) do not use the Internet. The Communist Party of China also exercises a lot of control over the web, which brings most consumers to believe can trust a brick and mortar online travel agent online. And when traveling internationally for the first time - which describes much of the world's largest foreign market - Chinese consumers often prefer to speak with a travel agent in person, the report said. "In the Chinese travel media, the exposure and discussion of online travel agencies can be compared to those of Hollywood stars. Almost every day newsletters and reports from the News on the volatile relationships of Chinese online travel agencies (price wars and partnerships), weight gains and losses (stock sales and acquisitions) and highlights on red carpets (obtaining investment)