China CRM Redefined: Navigating Clienteling with Aurelien Rigart

09/23/24 • 63 min

ShanghaiZhan: All Things China Marketing, Advertising, Tech & Platforms

Welcome to the world of Clienteling: it's a world where the brand manages the client relationship. It's an online/offline integration ecosystem that is alive in China, but the West has no equivalent. In the clienteling world, retail sales become online sales associates, and brands promote their products directly to the customer database, all possible thanks to WeChat. Aurelien Rigart, managing director and co-founder of Shanghai-based digital transformation consultancy IT Consultis (ITC), takes us on this journey. When will Clienteling come to the rest of the world?
Listen and discover!
1. What are the biggest challenges for foreign brands embracing digital transformation in China?
2. Is there an equivalent to the Chinese ecosystem in the West? Will WhatsApp catch up?
3. Is Clienteling only for luxury and high-end brands? Will it work for FMCG?
4. How do you calculate ROI in Clienteling? Answer: It depends
5. Are there more luxury buyers, or have luxury brands kept their loyal followers?
6. Who owns the data in a Clienteling relationship?
7. Is there a separate Clienteling app for store personnel, or do they all connect through WeCom?
8. How do the stores get involved, and what's the social media connection?
9. Is Xiaohongshu more for awareness and WeChat more for the bottom funnel?
10. I don't have much money; where do I start?
11. Why are brands still behind in digital transformation? It's China!
12. Should the CRM manager run the sales department?
13. A/B Test: Ye all the way! (sorry, Taylor)
Aurelien on LinkedIn: https://www.linkedin.com/in/aurelienrigart/
About IT Consultis: https://it-consultis.com/
Clienteling White Paper: https://it-consultis.com/blog/empowering-digital-transformation-for-elevated-clienteling-in-china/
For everything ShanghaiZhan: http://zhanstation.com/
ShanghaiZhan Theme Music: by Bryce Whitwam
https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac
Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin: https://www.linkedin.com/in/alikazmi/

Previous Episode

The Post-Olympics Show: Opportunities for Chinese Brands

What opportunities exist for Chinese brands post-Olympics? In this world of micro-targeting and community building, smaller brands can take advantage of sponsoring Chinese athletes who may not be as expensive as sports celebrities like Eileen Gu. Did the Paris Olympics help break China's overseas travel slump? Ali and Bryce take a China marketing take on the recent Paris games.
1. Opening Ceremony: Was it successful for a social media audience?
2. Will the Paris Olympics encourage more Chinese to travel abroad?
3. Ali talks about Yili Milk and his POV on their alternative sponsorship strategy
4. Social media advertising Olympics vs. CCTV 5 advertisements
5. Sponsoring Olympics vs. Sponsoring Athletes - another win for Nike
6. Can micro-targeting and niche' marketing take advantage of lesser Olympic stars?
7. How long can China Olympics winners maintain brand power potential?
8. Chinese brands using international sports stars: global expansion or Chinese association?
Ali's article in Campaign Asia: https://www.campaignasia.com/article/brand-health-check-will-yilis-meme-marketing-continue-to-succeed-post-olympics/497815
For everything ShanghaiZhan: http://zhanstation.com/
ShanghaiZhan Theme Music: by Bryce Whitwam
https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac
Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin: https://www.linkedin.com/in/alikazmi/

Next Episode

Chinese Women in Tech with Dr. Susan Zhang

What are China's technology opportunities for Chinese women? Are Chinese companies becoming more gender diverse, or are coveted STEM careers still largely avoided by Chinese women? We asked Dr. Susan Zhang about the state of Chinese women in tech. Dr. Zhang is a high-energy business executive and serial entrepreneur. Her journey has taken her to incredible heights in Australia, China, and the UK. She has inspired many young entrepreneurs with her legacy at Google, ByteDance (TikTok), Amazon, and Canva. She is the book author of 'Life Outside My Comfort Zone', a TEDx speaker, and an award-winning role model for Women in Leadership and STEM Education.
1. What's your career journey, and what are the milestones?
2. What's it like working in big tech companies? How did it impact your leadership style?
3. What's the difference between Western and Chinese work cultures?
4. Why do people want to work so late in a Chinese company?
5. What is stopping women from going into tech roles?
6. What is the importance of gender diversity in tech?
7. Tell us about your book, "Life Outside My Comfort Zone"
8. How should the next generation of women prepare themselves in an AI-tech world?
9. Any Chinese proverb to live by?
NEW SEGMENT: Shanghaizhan Mailbox: Listener Mail!
Dr. Zhang on LinkedIn: https://www.linkedin.com/in/zhangsusan/
Susan's Website: https://www.xiaochenzhang.com/
"Life Outside My Comfort Zone": https://www.amazon.co.uk/dp/1794103422
For everything ShanghaiZhan: http://zhanstation.com/
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ShanghaiZhan Theme Music: by Bryce Whitwam
https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac
Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin: https://www.linkedin.com/in/alikazmi/