1、5FIVE INSIGHTS FOR A CHANGING ASIA5FIVE INSIGHTS FOR A CHANGING ASIACHINA HAS A PLAYBOOK FOR THE REGION1MALDIVESMALAYSIAPHILIPPINESTHAILANDVIETNAMINDONESIASOUTH KOREASINGAPOREHONG KONGTAIWANCHINAJAPAN55%OF ALL RETAIL SPENDING IS ONLINE IN CHINASOCIAL COMMERCE USERS908 MILLIONCHINAGLOBAL ECONOMY#2 RA

2、NKEDJAPAN50%CHINAS SHARE OF GLOBAL ECOMMERCE RETAIL85%OF CHINESE USE MOBILE PAYMENTSThe US share is 19%CHINAJAPANS.KOREATWINDIAINDONESIAMALAYSIAPHILIPPINESYOUTHFUL(Low GDP/Capita)MATURE(Slower Growth)(Momentum)LESS RICH(High GDP/Capita)MORE RICHSG1.CHINA HAS A PLAYBOOK FOR THE REGIONTHERE IS NO ONE

3、SIZE FITS ALL APPROACH TO THE REGION.THAILANDVIETNAMHKSHABJSZ/GZT3-T4 Cities1.CHINA HAS A PLAYBOOK FOR THE REGIONPILLARS OF THE CHINA MARKETING PLAYBOOKINFLUENCERSInfluencers yield big gainsand offer a potent mix of authority and reach for brands needing to facilitate discovery while building trust.

4、LIVESTREAMShopping in China has been a form of entertainment.Livestream stokes the fun of shopping while putting customers and brands closer together.SOCIAL COMMERCEChina is a low trust environment where customers rely on many layers of validation prior to purchase,Socializing purchases is a foundat

5、ional activity.Authority/ReachKickstart SalesSustain Sales MomentumASIA MARKETING ENVIRONMENTSOCIAL COMMERCE IS FOUNDATIONALKantar Global MONITOR 2019GlobalSE AsiaMalaysiaPhilippinesSingaporeVietnam50%58%72%61%60%52%PERCENT OF CONSUMERS WHO SAY ITS VERY IMPORTANT TO“FEEL PART OF PLACE OR GROUP”GLOBA

6、L AVERAGEWhere in developed markets,consumers may only need to call on 2-3 sources of trust to validate a purchase,in China(Asia),estimates are that consumers look for 13-15 check-points before purchase.Building and supporting trust is critical!ASIA MARKETING IS A HYBRID OF CHINA X GLOBAL2Advertisin