STRATEGIC
Reach Chinese tourists at low cost and drive business development.
Leverage your existing human resource to get runs on the board.
Provide your BDM with tools and the skills to drive sales.
TACTICAL
Book Free Independent Travellers (FIT)
Engage Agent referral bookings.
Become self-sufficient.
SOCIAL COMMERCE INFLUENCERS
The tide is turning - Chinese consumers
are seeking authentic content
instead of slick content.
With the advent of mobile technology,
the capacity to create great content
to present an authentic experience
now sits with brand owners.
In-sourced VS Out-sourced.
While it is important that you have an 'overarching' strategy for your China content, it is OK (and we consider this to be a best practice - even for enterprise) to test the water first.
Allow time to prepare the soft skills capability of your key people. Tap into 'humanising' your brand through personal connection.
The current trend - thanks to apps and devices - is for brands to make the shift towards being able to create their own influencer content on affordable mobile devices.
The most authentic influencers are your own people - who know your products.
In the case of China, language has been the main barrier. This is no longer such a big issue. WeChat has built-in translation.
RCN teaches a simple method to improve Google translation from 70% to 90% accuracy...in just seconds.
CLICK HERE TO READ THE ARTICLE
This can eliminate the need to hire expensive, full time multilingual staff - but only works if you are using non-technical, basic communication. If you have context which involves technical writing, there are no short cuts, you should use our translation service.
The key to the success of this time saving,
cost reduction - is to coach your business development people with two key skills:
HOW TO CREATE AND CONTENT AND SHARE IT
and
HOW TO USE WECHAT FOR BUSINESS.
Simon Young
will teach your key people
how to be an influencer
just like him.
From the C-level executive point of view, cost efficiency and cost effectiveness go hand in hand. The aim is to achieve quality of customer engagement without having to increase the head count / quantity of FTE (Full Time Equivalency) Teach your people well!
TAKE A SMALL STEPS
Sometimes being strategic, involves a tactical activity.
Your company can iteratively (bit by bit / progressively) develop your Chinese facing brand. Instead being big as Ben Hur, you take a modular approach to doing things 'Just in time', On-Demand and Self-Paced, parallel to the proportionate revenue of the activity.
There is no point spending more than you are making and having an Enterprise system to scale, when you have no customers is a stretch to far for most organisations. Do something smaller and affordable to gets runs on the board, accelerate your learning and prepare to scale by working out your business process across a few, before engaging many.
You can also iteratively integrate China facing business processes.
We have seen what happens when Western leaders offend Chinese people, e.g. Dolce and Gabbana and NBA leadership both respectively put billions of dollars of revenue in jeopardy with some insensible behaviour.
This kind of risk can be mitigated through some simple training, like doing