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Top lessons from China’s e-commerce-driven middle-class consumer



The rise of the middle class in China is an important driver of global economic growth. With increased affluence and sophistication in both social and mobile technologies, Chinese consumers are looking for a more connected buying experience.

Chinese consumers now use social media to learn more about brands and products, make purchases on social media platforms and instant messaging services such as WeChat and also use social media such as Weibo to share their opinions and post product reviews, which are highly visible to their respective communities.

Price is becoming less of a driver. They are increasingly demanding higher quality products that are tailor-made to their needs. Value remains important as customers are well informed about global prices since most of them travel physically or digitally. Therefore, both foreign and Chinese brands need to engage strong brand influencers in these communities, leverage social trends to build strong brand values and unleash the power of social commerce.

As a whole, the advances of China’s technology infrastructure are exploding and robust enough to develop a high level of connectivity in the market, linking consumers, retailers and manufacturers to boost both domestic and international e-commerce growth.

Platforms versus branded websites

From my observation, there is a higher inclination for Chinese consumers to purchase on platforms as they offer multiple choices, well-accepted product presentation and information, payment gateways, peer ratings and regular promotional activities. One important statistic is that Tmall by Alibaba controls over more than 40% of total B2C business in China.

Through my market research, small and medium-sized enterprises typically generate very low conversion rates on their own branded website even though they provide reliable and accurate information as well as authentic products. This shows that Chinese consumers are increasingly looking at trust and reliability of the site with a multitude of choices being available to them to build credibility and instil knowledge about the products and services offered by merchants.

However, for luxury brands, they may do better building their own storefronts rather than being on one of China’s e-commerce platforms. Chinese consumers are catching up very quickly and learning so fast about luxury brands through social media and are capable of finding the brand sites directly. The upside of having a branded website is that there is more ownership of content and client relationships than what platforms typically provide. Therefore, I will highly recommend brands to establish both their branded websites and also manage their online presence on key platforms and search engines to ensure consistency when promoting these official brand assets to their respective market segments.

Mobile shopping

The staggering amount of mobile commerce in China itself is an important phenomenon. Enterprises who are in China or expanding to the region will need to have a targeted focus on mobile marketing. This requires an innovative approach and also renewed adaptation to the fast-changing China business and customer ecosystem in terms of user experience, design, payments as well as connections, with social media applications. While traditional PC digital marketing is all about traffic and conversions, mobile marketing is all about user engagement which requires advanced customer personalisation and deeper social engagement to display relevant branded content.

With such a high degree of connectivity and sharing, I foresee that customers services will be an important differentiator for many digital businesses in China. With better access to information and the emergence of sharing economy, customers are paying attention to service (time is taken to deliver the convenience of returns, effective refund services, customer service via WeChat etc.). China customers are not just buying domestically, they are buying more from global websites due to higher purchasing power and also better brand knowledge.

Therefore, buying overseas through Daigou (group buying) remains a hot trend due to price arbitrage. I observed that international websites are increasingly targeting China to build a direct channel to the Chinese consumers. In the face of this, local platforms have improved their customer service standards to further differentiate themselves from overseas competitors.

O2O in China

Online to offline is an important and growing trend in China. Having an exclusively online presence will not create a sustainable brand. At each end, the brand will need a face to face touch point. New technologies and infrastructure have paved the way to merge online and offline into one holistic shopping experience. One prominent example is instant messaging technologies such as WeChat, which enables them to ‘shake’ and receive exclusive offers and services in-store. I strongly believe that China will see more online brands opening up pop-up stores and physical locations.

We are already seeing this as online brands aiming to improve customer engagement by delivering new and different experiences. This could be in the form of a different way of physically interacting with a brand through a pop-up store or experience booths or through digital means such as video, music or live streaming events. This integrated experience will better allow China customers to gather more data and make more informed choices about their purchases. There is a trend among big brands like Apple, Starbucks and Burberry of working with social media influencers and celebrities to generate targeted retailer and user generated content with key opinion leaders. This allows better focus on the digital channel as a means to enhance the customers’ offline store experience, which merges with online purchases for more effective omnichannel integration.

Innovation and digital retail in China

Chinese consumers are experiencing a digital paradigm shift. I predict that the trend is moving from the information age, which focuses on the accumulation of data through social media mediums such as Weibo and WeChat to transition to the Experience Age, which focuses on the customer's experience. This can be through live streaming, the consumption of physical product or services via on-demand platforms such as food delivery services (Ele.Me) or ride-sharing services (Didi Chuxing).

The growth of O2O will only mean that the brands have to maintain a consistent online and offline brand image to rapidly build something to scale and meet the evolving needs of the China consumer. Distribution and operational agility are key considerations for an enterprise, and the digital world can enable them to better serve customers by connecting the in-store and online experience through these omnichannel capabilities.

Lionel Sim is founder of China Tech Roundtable.

All copyrights for this article are reserved to their respective authors.

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Brand Positioning

Brand Refresh And New Digital Experience for Ombudsman Service



For some, complaining isn’t easy – but Ombudsman Services has created a new industry-leading digital platform to ease the resolution process for disputes between consumers and businesses. It has also launched a new brand identity that reflects the future direction of the business and brand strategy. 

Defining the brand and what digital means for customers and clients has led the digital experience design and helped shape the overall consumer experience. 

 Working in partnership with digital agency Code Computerlove and branding design specialists Halo, the not-for-profit organisation has created a clear brand proposition and digital strategy that is guiding its digital transformation programme.

The new site – – has been completely redesigned by Code Computerlove with clearer navigation and user journey. The tone of voice and content has been created to reflect Ombudsman Services’ brand proposition and identity, created by Halo, with straightforward, clear and friendly language.

As the UK’s largest independent multi-sector ombudsman, Ombudsman Services resolved more than 90,000 consumer complaints in 2017 alone. As specialists in the energy and communications sectors, the organisation works with businesses to help them improve their complaint-handling process and customer service more generally.

Jodi Hamilton, head of marketing and communications at Ombudsman Services, said: “The new digital functionality and features we have introduced follow in-depth consumer research – specifically looking at how users are behaving within digital channels and their future demands.

“But this is just the beginning. Digital interfaces provide unrivalled insights and we will be using ongoing performance measurement to continually evolve our digital effectiveness.

“Our aim is to respond to customer needs through the digitalisation of the business, aligning digital with the changing business and brand strategy.

“Improving our digital capabilities lies at the heart of our organisational strategy and the changes that we have introduced are all born out of in-depth user and insight into customer needs.

“Visitors to our site now benefit from a new design, an easy-to-navigate website and a fast, intuitive digital complaints process. The improved platform has also increased internal efficiencies and our ability to respond quickly – something that both consumers and businesses have come to expect in the digital age.

“We also have a wealth of data and we’re exploring new ideas for added value services and ways of working with our partners.

“Overall our aim is to appeal to a wider audience, increase users and make our services accessible and easy to use. We want to deliver a best in breed service to consumers as well as service providers signed up to us.”

Nick Ellis, strategy director at Halo, added: “Working with Ombudsman Services has been an inspiring journey. Developing a strategic proposition and design architecture, that’s both representative of the business today and as it evolves for the future. With all this in mind, we have produced a brand that’s digital first, designed for contemporary consumers, accessible and engaging. A brand that does the right thing.”

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Healthcare Equipment Leasing Market Report 2019 – 2025: Top Key Vendors – Epson America, Evena Medical, Orpyx Medical Technologies, Qardio




This MGI research report categorizes the Top key vendors in Healthcare Equipment Leasing Market include are Apple, AT&T, Google, Samsung Electronics, Sprint, Telefonica, T-Mobile US, Vendors to Watch Out, Cyberdyne, IHealth Labs, Interaxon, IRhythm Technologies, Lark, Proteus Digital Health, Sotera Wireless, Withings, Emerging Vendors, Biosensics, Cambridge Temperature Concepts, Epson America, Evena Medical, Orpyx Medical Technologies, Qardio.

Get Free Sample Brochure of Healthcare Equipment Leasing Market @

Apart from this, the valuable document weighs upon the performance of the industry on the basis of a product service, end-use, geography and end customer.

A high focus is maintained on factors such as demand and supply, production capacity, supply chain management, distribution channel, product application and performance across different countries. The report not only offers hard to find facts about the trends and innovation driving the current and future of Healthcare Equipment Leasing business, but also provides insights into competitive development such as acquisition and mergers, joint ventures, product launches and technology advancements.

A quick look at the industry trends and opportunities

The researchers find out why sales of Healthcare Equipment Leasing are projected to surge in the coming years. The study covers the trends that will strongly favour the industry during the forecast period, 2019 to 2025.

Besides this, the study uncovers important facts associated with lucrative growth and opportunities that lie ahead for the Healthcare Equipment Leasing industry.

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Major Classification are:

  •     Short Term
  •     Medium And Long Term

Major Application are:

  •      Hospital
  •     Clinic

Region wise performance of the Healthcare Equipment Leasing industry 

This report studies the global Healthcare Equipment Leasing market status and forecast, categorizes the global Healthcare Equipment Leasing market size (value & volume) by key players, type, application, and region. This report focuses on the top players in North America, Europe, China, Japan, Southeast Asia India and Other regions (Middle East & Africa, Central & South America).

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Key points from TOC:

7 Global Healthcare Equipment Leasing Manufacturers Profiles/Analysis

    7.1 De Lage Landen International

7.1.1 Company Basic Information, Manufacturing Base, Sales Area and Its Competitors

7.1.2 Healthcare Equipment Leasing Product Category, Application and Specification Product A Product B

7.1.3 De Lage Landen International Healthcare Equipment Leasing Capacity, Production, Revenue, Price and Gross Margin (2013-2018)

7.1.4 Main Business/Business Overview

    7.2 GE Capital

7.2.1 Company Basic Information, Manufacturing Base, Sales Area and Its Competitors

7.2.2 Healthcare Equipment Leasing Product Category, Application and Specification


This Healthcare Equipment Leasing market report holds answers to some important questions like:

  • What is the status of the Healthcare Equipment Leasing market that is segmented on the basis sale as well as types?
  • Which segment will generate more revenue for the Healthcare Equipment Leasing industry in the coming years?
  • Who are the leading international Healthcare Equipment Leasing brands? Which product is consumed more?
  • Which countries are expected to grow at the fastest rate?
  • Which factors have attributed to an increased sale worldwide?
  • What is the present status of competitive development?

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Related Reports:

Smart Wearable Healthcare Equipment Market Insights – Global Analysis and Forecast by 2025

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Data & Analytics

Mind the GDPR Generational Gap!




A new study by data specialists Wilmington Millennium reveals that Millennials and Generation Z are the most empowered age groups when it comes to protecting their personal information. Sixteen to thirty-four year olds are the most likely to act on the powers afforded to them by GDPR.

Almost half (48 per cent) of Generation Y and Z have taken some action since GDPR was introduced last May, including requesting their personal information is deleted by an organisation, finding out what personal data is held on them by an organisation or contacting the Information Commissioner’s Office (ICO) to make a complaint. By comparison only a quarter of Generation X and a third of Boomers have taken similar steps.

Millennials are most likely to ask for their information to be deleted, with one in three saying that they have already done this. This rises to one in five for the rest of the population. Generation Z are the most likely to both request a data audit (15 per cent compared to an average of nine per cent) and complain to the ICO with 18 per cent saying they had contacted the Information Commissioner to register a data breach or data processing concern. This compares to just 7.5 per cent for the remainder of the population.

Boomers were the least likely to take any action with only one per cent saying that post GDPR they had contacted the ICO, three per cent claiming that they had contacted a business to find out what information is held on them and 15 per cent requesting that their information was removed from a marketing database.

Comments Karen Pritchard, Director, Wilmington Millennium:

“It is interesting that it is the younger generations that are actively protecting their personal information, rather than the older age groups who have been campaigning for greater control over their data rights for years. The discrepancy between the ages groups is significant – for instance 18 per cent of Generation X versus one per cent of Boomers making a complaint to the ICO. Despite this, it shows that GDPR is having a positive impact with consumers becoming increasingly data savvy. This is a good thing as our research shows that the majority of people now believe that marketing communications are better than they were prior to the 25thMay 2018.”

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