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Davide Nicolucci from Italy and working in China for the last 4 years joins us to talk about how Chinese sellers are winning the race.
Mindset
- Chinese sellers are obsessed with their competitors and therefore Chinese sellers are winning
- The work of the Chinese Seller can be summarised in an entire huge spreadsheet
- The numbers have much more value to Chinese Sellers than they do to Western sellers
- They spend a lot of time in research on competitors, keywords and price
- They focus on under-cutting price
Analyse Changes
- Use a lot of search tools which mean Chinese sellers are winning on the research front
- When they notice a small change they dig in to understand what happened to make that change
- Careful to analyse
- What really matters is the final sales numbers
- They constantly research what’s going on in the marketplace
- Western sellers research until they find the Factory and then tail off
Approach is Different
- Different approach to the market and what ‘selling’ means
- Bring the baby through the entire process as a baby
- Vary careful attention to the competitors
Anker
- The Apple of private labelling
- Chinese had not been known for their branding expertise until Anker
- Great branding and marketing
- Anker inserts are brilliant
Product Performance over Brand
- Quality and branding working together as one
- Product selection is based on the sales performance – it’s a numbers thing and not the branding
- Medium and low brands – throwing thousands of products onto Amazon and hoping one or two would be hits
- Anker became big because of Amazon
- They sold on Amazon and became big because of their strategy and stumbled on the Powerbank selling well
Competitors
- Amazon’s requirements for seller support pushed Anker forwards
- Tao-tronics started selling LED lamps, not they also sell bluetooth speakers, adapters and audio devices
- They were selling well as a brand and so they added more products to it
- The security from Amazon providing reviews and quality in the customer’s eyes helped the Chinese seller
- Selling a swiss army knife with a bunch of powerbanks – it’s a sales numbers thing
Get sh*t done approach
- Highly practical approach culture in China
- Working culture is very different in the West
- Steps: Planning, research, analysis, strategy, getting approval, then sales and then more analysis
- Faster in China
- The Get sh*t done approach
- Speed to launch a new product in the marketplace is key
- By the time a Western company has done it ‘s research the Chinese seller has already launched and sold it
