[Webinar] E-commerce Strategies In China: The Complementarity of Public And Private Traffic

Thank you everyone who joined the Webinar on Feb 23, 2021!

Aurelien Rigart, VP of IT Consultis, and Sandrine Zerbib, Founder and Chairwoman of Fulljet, part of Baozun Group, presented an overview of E-commerce strategies in China focused on how public and private traffic can complement each other to help you tackle the challenging and competitive Chinese eCommerce ecosystem.

This webinar is divided into 3 sections as follows:

Section 1: The Chinese Digital Landscape (04:34 - 11:55)

The digital landscape in China is very different from the rest of the world. China represents 25% of global e-commerce. The non-specialized platforms, like Alibaba, in China enabled the evolution towards the future of e-commerce.

Section 2: Public & Private traffic: an Overview (11:56 - 27:47)

Both public and private traffic are essential to businesses. Public traffic is open to everyone, such as Baidu and Alibaba. It allows brands to build their awareness by participating actively in platforms’ campaigns and events. They get traffic from the platform. On the other hand, private traffic is a controllable traffic pool based on the “public traffic” platform. It allows brands to have full ownership on their traffic and data, and thus enables brands to personalize customer experiences and build up customer loyalty.

Section 3: Why Should Brands Adopt a Hybrid Strategy? (27:48-44:00)

To develop a full digital ecosystem, brands are encouraged to adopt a hybrid, Omnichannel strategy. In this section, we provide detailed analysis on two successful brands with hybrid strategy: Burberry and Maje. We also analyzed how brands can efficiently incorporate digital public traffic, physical stores, and digital private traffic together for seamless interconnection between all their digital assets.

Q&A (44:02-01:03:08)

We hope that you enjoyed the webinar! Follow our blog https://www.it-consultis.com/! Feel free to join us in the future to explore further potentials for your e-commerce business and digital transformation journeys in China!