The plan was to have some free time with Sascha and go shopping today, but then my day got booked with meetings instead. And really good ones! The time in Shanghai has been so giving, they are ahead of us when it comes to technology and digital living, and I’m learning new things all the time. Credit and debit cards barely exists here, everyone is paying with their phones. You don’t think about offline/online when it comes to selling products because everything is about your phone. You live in the app WeChat. It’s like all of our big apps collected, but in one big digital world. Sometimes you’ll buy a product through your phone when you’re home, or you’re standing in a store trying something on, but then you still scan a code and the purchase is being made through your phone. The store registers everything you buy, location, size, etc., so it can be matched with offers in WeChat.
When you advertise in WeChat it’s not like you buy a Facebook ad and send it out to a lot of people. Instead, all communication is directly aimed toward each individual. It’s unique and data based so it’ll give you great impact. For example, let’s play with the idea that Adlibris would like to get in touch with be. All of my messages in WeChat are based on my online purchases, searches, and I also visited their store on Kungsgatan where everything was registered (time spent in the store can for example tell them more about me as a customer). All of this data is then collected to that the message I see in WeChat is unique and adapted to me.
Another thing is that all the brands are not at all interested in building their own e-commerce. Not even if your sales are worth a billion. The purpose of your website is to showcase your brand, build content, but then it’s your “under page” at larger online websites that’s your main focus.
The animal testing is on its way out thanks to the new generation that is working hard for it. Therefore, the e-commerce is growing very fast because animal testing is no longer needed. You can also be in a physical store, but only to show your product and sell it online, this is another way around the animal testing.
Today’s look, knitted sweater from Pillow Talk, pants and heels from Mango and coat from MaxMara. It’s a different taxi culture here so we have a driver during our time here, easier. We have to set up a Chinese company. What adventures we have ahead of us! Now it’s soon time for dinner and then flying home. I’ll be in Sweden Saturday afternoon. In the meantime, hugs!