RedFern Digital | The Red Edition: Issue 3

January 25, 2021 / CanCham Shanghai

RedFern Digital is proud to announce the release of the third issue of our magazine:

In this issue, we discuss the trends seen in the latter half of 2020 and explore what these trends might mean for the China market.  We cover a wide range of topics, including a deep dive into the Double 11 shopping event that occurred last year, a look at how B2B businesses operate in China, and a spotlight on specific categories such as baby accessories and health supplements. Have a read of our magazine to gain insights and tips on digital marketing and e-commerce in China as we head into 2021.

“With the ability for quick cross-border entry into market, many brands will be turning to China as a new market for opportunity and growth in 2021. Although growth and market opportunity through cross-border e-commerce (CBEC) is apparent, many foreign brands need to understand that there are two trends that may not act in their favor; an increasingly competitive domestic market and an increasingly sophisticated and diverse consumer.”
– Ryan Molloy, CEO

The third issue of The Red Edition can be accessed by clicking DOWNLOAD HERE. 

An alternative link is available if you are accessing it from inside China, DOWNLOAD HERE.

This issue will cover the following topics:

  1. Message from the CEO
  2. Business-to-Business Marketing Growth and Conversion in the Digital Era
  3. Staying Healthy in China: The Rise of the Health Supplements Industry
  4. Post-COVID-19 Double 11, What has changed?
  5. Pushing Sales During Double 11, New Mechanisms and Livestreaming
  6. Looking at the Trend of China’s Economic Development through Double 11, 2020
  7. The Changing Landscape of the Chinese Baby Accessories Market
  8. Partner Insight: China Skinny – Chinese Consumers in 2021
  9. Partner Insight: Alibaba – The Export Opportunity
  10. Partner Insight: Integra – RCEP Brief
  11. China International Import Expo 2020

Excerpt from “Business-to-Business Marketing Growth and Conversion in the Digital Era”

In the past year, marketers, especially in the B2B industries, have felt the urgency to shift their focus to the digital landscape. On the one hand, offline marketing, which has worked throughout the past years, is limited in terms of scale; on the other hand, successful cases of companies embracing new marketing approaches in their digital transformation are a guide for other brands in the industry in their paths forward.

When we talk about B2B marketing, there are several questions that must be considered no matter the industry:

  • How can we effectively acquire new leads and grow the customer base when traffic costs are increasing each year?
  • How do we prioritize the high value leads for the sales team to follow up on in order to increase the conversion rate?
  • How can we reach the end consumer and receive feedback data in order to help us increase the effectiveness of our marketing, for both the brand and the channel partners?

Excerpt from “Looking at the Trend of China’s Economic Development through Double 11, 2020″

The 12th Double 11 Festival held by Tmall came to an end with a final turnover of 498.2 billion RMB. However, unlike in previous years, this figure is not just from November 11th itself, but is the cumulative total of sales from November 1st to November 11th. At the same time, JD’s cumulative turnover during Double 11 exceeded 271.5 billion RMB. Since the past two years, Double 11 has expanded beyond an exclusive game played between Tmall, JD and Suning. New E-commerce platforms such as Pinduoduo, Douyin, and Kuaishou have also joined the battlefield.

As a result of the COVID-19 pandemic, global consumption has continued to weaken, and many European and American companies hoped to focus their attention on the Chinese market. This hope is not groundless. On the one hand, in the past 10 years, the sales volume of Double 11 has maintained a double-digit growth rate. On the other hand, online shopping has remained strong even during the pandemic.

Tmall’s Double 11 will most likely be able to last another 12 years, continuing to create new transaction records. The reason for this is not only the discounts and promotions offered during the shopping festival. Other factors include the emergence of new consumer demands, the increase in national income and the evolution of China’s E-commerce industry, all of which have boosted the growth of Double 11.

The third issue of The Red Edition can be accessed by clicking DOWNLOAD HERE. 

An alternative link is available if you are accessing it from inside China, DOWNLOAD HERE.

Please see below for past issues of The Red Edition:

To download Issue 2 of The Red Edition (published 26th August 2020),

To download Issue 1 of The Red Edition (published 8th June 2020),