Better Dyson in China

Zian Lu

Due to time constraints, the message of this report is mainly derived from the Internet and accumulation of my knowledge. If there has any omissions, please understand.

This report is trying to express the enthusiasm to work for Dyson from my personal level, and to help create a better Dyson in the world.

Introduction

As the world's most impressive emerging markets, more and more foreign brands have entered China, the purchasing power of Chinese consumers did not let foreign brands down*. For Dyson, despite a large number of cottage products in Chinese market, more and more consumers have the ability and willingness to buy genuine products, they certainly can not be ignored, just like Prada‘s cottage products in China can be seen everywhere, but Prada in China is still very profitable**.

*A McKinsey report last year projected that Chinese luxury consumption would grow 18 per cent a year and account for 20 per cent of the global market by 2015. (FT.com)

**China is Prada’s largest market, also strongest growth market, where like-for-like revenues rose 40 per cent over the course of last year.(FT.com)

Introduction New media provides a better platform to reach the target audience , it even more overwhelming in Chinese market. Upon the recent new media influence made by Weibo, more and more marketing and branding section have become digital and social. *

I believe that Dyson has been aware that, and Dyson is doing so in UK. However, why don’t do that in China?

*PR, communications, marketing, media and business in China has become online and social.

Dyson in China

What we can find about Dyson in Chinese new media? What do Chinese think of Dyson?

I select following online media to study what do Chinese think of Dyson:

BekoDyson

Dyson in China

Baidu, the chinese search giant. Baidu controls 80% of the search engine market share in China

To have a better idea of search results, I choose Beko to compare with Dyson. The following charts are the key dates in first 100 search results:

Relevant search results:

10064

Results in Chinese account for top 100 search results:

Chinese official website ranked in the search results: 81st

10033

Relevant search results:

10075

Results in Chinese account for top 100 search results:

Chinese official website ranked in the search results: 1st

10070

Dyson in Baidu

News results: 3470 Relevance: ★★☆☆☆

Baidu news, the biggest news search engine in China

Dyson in ChinaDyson in Baidu News

Main Content1. latest products and technology of Dyson2. reports on experience of Dyson products

Source mostly copied from Taiwan/Hongkong’s website

Site Type1. mainstream electronic products sites 2. fashion/lifestyle sites

Key Wordexpensive high-tech design

Dyson in Baidu Encyclopedia (wikipedia)

Main Content(translated)

DysonA well-known appliance maker, specializing in vacuum cleaners, its design is very strange, independent R & D, high price.No have too much market in China, most people should know the Air Multiplier, it should be a well-known product.

Dyson in Baidu Encyclopedia has three entries, the third one is Dyson brand.

Dyson in China

Baidu Encyclopedia, chinese wiki.

Dyson in ChinaDyson in Baidu Zhidao(Baidu Answers)

Baidu Zhidao(Baidu Answer), it takes more than 80% online Q&A market in China.

Top 5 most asked questions in the search results related Dyson

Are Dyson vacuums/fans good?

Where I can buy a Dyson vacuums/fans? How much?

What is the best brand of air multiplier fan?

What is the working principle of air multiplier fan?

Who invented the air multiplier fan? Who owns patent rights?

12345

Search Result: 5990Relevance: ★★★★☆

Dyson in ChinaDyson in Weibo

Main Content: 1. New Dyson consumers show their new tools, comments are very positive. 2. About Dyson’s technology and product. 3. About Dyson’s cottage products.4. Sale Information in North America.

Main Author: Weibo users who live abroad or who often travel to abroad

Weibo is a Chinese microblogging website. Akin to a hybrid of Twitter and Facebook, it is one of the most popular sites in China, in use by well over 30% of Internet users.

Search Result: 26514Relevance: ★☆☆☆☆

Dyson in ChinaDyson in Youku

Most commentes video: a television news clips: a Chinese company designed an air multiplier fan. Most comments criticized that their products are copy Dyson’s idea.

Video Source：Downloaded from Youtube

Main Points: Dyson’s technologies and products

Search Result: 92Relevance: ★★★★☆

Youku is the biggest video website in China with more than 30% market share.

Most viewed video

8,221 hits

Most commented video

7 comments

Most viewed video:How Dyson Air Multiplier works?

Language: Most videos in English

Dyson in China

Limited Information

From Baidu and weibo to Youku, you can find very little information about Dyson. At the same time, Chinese official website ranked 81st in Baidu due to lack of SEO. In this place, don’t have a effective way to learn more about Dyson. The first thing for Dyson is optimize Chinese website, then Dyson should create more channel to communicate with Chinese consumers.

Good brand reputation in China

Despite there are limited information about Dyson in China, but most medias and consumers give Dyson very positive comments. They always praised the superior design and leading technology of Dyson products.

They want to know more

Baidu Answer’s search results show that Chinese consumers want to know more about Dyson. So why Dyson doesn’t talk to them?

Dyson should know

Digital media Revolution in China

Before talk about how to marketing in China, we need to have the insights of the market.

Dyson should know

Digital Media Revolution in China

Almost 500 million Chinese citizens are online and a quarter of all social network users in the world are Chinese. However, because government policies in the country blacked many western social networking sites such as Facebook, Twitter and Youtube, a vibrant domestic ecosystem of similar online platforms has emerged.

Why social media sites are important to Dyson?

Currently, China has almost 500 million Internet users.

have more than one social network profile.

50%

30%log onto a social network at least once a day.

Internet users in the nation spend an average of 2.7 hours per day online - behind only Japan.

China India Brazil Russia US Japan

2.9

2.3

1.7

0.90.5

2.7

A Burgeoning Internet Generation 1

Why social media sites are important to Dyson? The Commercialisation of Social Networks

Of surveyed Chinese citizens believe brands that have microblog account are at least somewhat more trustworthy.

95%

Of Chinese social network users made a purchase because of a digital marketing campaign.

61%

The Internet is a lot more influential in China in comparison to the United States and other countries. Social media is an important channel. Chinese consumers trust a brand more if it is microbloged.

Jens Thraehart, President of Dragon Trail

2

Dyson should know

Digital Media Revolution in China

Of Chinese youth check online comments before making a purchase decision 81%

Dyson should know

Digital Media Revolution in China

How to choose the right social media platform? Understand the differences of tier 1, 2 and 3 cites 3

China is a huge country, the behavior of consumers in different cities are quite different. Understand the geographic differences for a foreign brand is very important, it’s closely related to consumer behavior, purchasing power and the choice of social media platform.

Weibo is most popular SNS now. Its users are mostly higher income groups, and most of them live in tier 1 cities.

QZone is China's earliest and largest social network, its main users are from tier 2 and 3 cities.

Throughout much of the West, Facebook holds sway as the default social network, gathering all demographics. The same does not hold true in China, where a handful of social networks attract segmented audiences.

Dyson should know

Digital Media Revolution in China

Social networks in China: Similar, but different Weibo VS. Twitter 4

1) For Twitter, the replies and comments appear independently in the feed. On a Weibo, they are listed under the entry, like a traditional blog. Therefore, an entire discussion around a specific entry can be seen in one place.

2) Weibo offers a more elegant solution when sharing pictures and videos. The visual attachments can easily be viewed without leaving the weibo page, something that has proved very valuable for marketers.

3) In general, there is more interaction on a weibo compared to a Twitter account. In China, weibo users regularly comment on brand and celebrity accounts.

4) Weibo has more commercial features than twitter. In weibo, a brand or company can use special version to meet their marketing needs.

Dyson should know

Digital Media Revolution in China

E-Commerce in ChinaRapidly growth 5

Online shoppers in China173,000,000

Value of Chinese E-commerce in 2011US$ 23billion

Online shoppers in China spend average money per person per year US$ 600

Chinese netizens spend average time shopping online per week5 Hours

Taobao is the biggest online shopping site in China. Tmall, formerly Taobao Mall, is a platform for local chinese and foreign brands to sell quality, brand name goods to consumers in China.

Many brands launch their official online store on Tmall, this is a very effective way to reach the consumers in different tier cites.

Dyson marketing in ChinaSo, what things Dyson must-dos in China?

Localized Communication

Dyson should have more content in Chinese.

Communicate with Chinese consumers directly, listen and involve.

Visualize Dyson’s technology for Chinese consumer.

Dyson marketing in ChinaSo, what things Dyson must do in China?

Dyson marketing in ChinaThings should do in future

1. Official online store on Tmall.com

2. More online/offline campaigns in China...................

Better Dyson in China

Zian Lu