The Bridge - N°

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1 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 The Journal Of SwissCham China 中国瑞士商会会刊 Cover Story 封面故事 Winter 2016 Issue 中国瑞 第 45 期 Speed King 速度王 Formula E s top driver, Sébastien Buemi, and e.dams team founder Jean-Paul Driot talk on what it takes to win 电动方程式顶级赛车手 Sébastien Buemi 和 Dams 电动分队创始人谈 Jean-Paul Driot 谈成功秘诀 E-Commerce in China Selling Online 中国的电子商务网上销售 The Swiss Role in Offshore Yuan Trading Currency Connection 瑞士在离岸人民币交易市场的角色货币关系 Beijing Shanghai Guangzhou WINTER 2016 Hong ISSUE Kong 45 北京橋 上海 2016 广州 年冬季刊香港 第 45 期 1

2 Canton of Basel-Stadt INQUISITIVE MINDS & INNOVATIVE THINKERS Administrative building of the Novartis Campus in Basel by Frank O. Gehry / Photo by Novartis Basel is the most dynamic business location in Switzerland and one of the most productive worldwide. Global players such as Novartis and Roche are based in Basel and the surrounding region. But many other companies as well from the research-oriented areas of life sciences, chemistry and nanotechnology are powerful drivers of innovation perhaps for your own career. 2 CityBasel

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4 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 Presidents Page 总裁专栏 Dear Members and Readers, Philip Kinseher President SwissCham Guangzhou 中国瑞士商会广州主席 Gabriel Mallet President SwissCham Hong Kong 中国瑞士商会香港主席 As 2016 slowly draws to an end, SwissCham Guangzhou looks back on an eventful year full of changes. Our long-standing president, Mr. Rene Forster, stepped down during this year s RAGA and handed over the presidency to Mr. Alain Barblan. Only a couple of months later the new president received an irresistible offer from his company and relocated to Vietnam at the end of August. I take this opportunity to thank him for his contribution and wish him every success in his new endeavour. Thus I found myself at the helm of SwissCham Guangzhou. I am excited to be there and look forward to working with everyone in In this edition of The Bridge magazine we focus on the e-commerce market in China; the challenges it presents and the opportunities it creates. E-commerce is booming around the globe, and particularly so in China. The combination of favourable market conditions, increased consumer acceptance of - and comfort with - online shopping, as well as the advantages e-commerce brings to retail, has created fertile ground for the growth of e-business in China. This growth is not constrained by geographical boundaries and is visible in all four corners of the world. Swiss Post for example has recorded an 8-fold increase in online purchases from China since 2012, with a yearly increase of around 50%. Against this backdrop of endless possibilities and potential, it is clear that China s e-commerce market is an attractive breeding ground for new business. This issue of The Bridge takes a closer look at companies that have successfully gained a foothold and managed to establish themselves in the Chinese e-commerce market. They offer valuable insights into their experiences of setting up an e-business in China and the reasons behind their success. I wish everyone a Merry Christmas, a Happy New Year and lots of success in 2017! Philip Kinseher President SwissCham Guangzhou Bernhard Stefan President SwissCham Beijing 中国瑞士商会北京主席 亲亲爱的会员和读者朋友们 : 你们好! 2016 年已接近尾声, 回首这一年, 中国瑞士商会广州经历了多次变动 任主席多年的 Rene Forster 先生在今年的 RAGA 年会上宣布卸任, 并由 Alain Barblan 先生接任主席一职 在此几个月后, 新一任主席接受了其所在公司的新职位安排, 并于八月末迁居越南 借此机会, 感谢 Alain Barblan 先生对商会的贡献, 并祝他在未来的发展中取得新的成就 Alberto Bertoz President SwissCham Shanghai 中国瑞士商会上海主席 在这样的机缘巧合之下, 我有幸成为中国瑞士商会广州主席, 我很高兴能够担任这个职务, 并期待在 2017 年与各位合作 在本期 桥 杂志中, 我们集中介绍了中国的电子商务市场以及它所带来的挑战和机遇 近年来, 电子商会在全球范围内出现了爆发式增长, 尤其是在中国 更好的市场条件 越来越多的人们更加接受并享受网上购物以及电子商务为零售业带来的优势等因素相结合创造了电子商务在中国成长的沃土 这种增长没有地域限制, 它发生在世界的每个角落 例如, 据瑞士邮政的数据显示, 自 2012 年以来, 来自中国的网上采购创记录的增长了八倍, 年均增幅达 50% 左右 在这种充满无限可能和潜力的市场背景下, 很显然中国的电子商务市场是十分有吸引力的新企业滋生地 本期 桥 深入探访那些在中国的电子商务市场成功的取得一席之地的企业, 并着重介绍它们在中国设立电子商务业务的经历以及它们成功背后的故事 Daniel Meyer Chairman SwissCham China 中国瑞士商会中国主席 最后, 预祝各位度过一个愉快的圣诞节和新年, 并祝大家 2017 年事业兴隆! Philip Kinseher 中国瑞士商会广州主席 4 WINTER 2016 ISSUE 45

5 CONNECTING YOUR BUSINESS TO CHINA Your partner for shipments from and to China, providing the best connections to strengthen your competitive position in the global market! Benefit from our expertise in logistics by air freight, ocean freight, railway transportation and more. Get in contact with our specialist: Luca Ribaux - Trade Lane Manager Asia

6 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 Contents 目录 Business News 商业新闻 10 Swiss-China Business News 瑞中商业新闻 Cover Story 封面故事 16 Accessing China s E-Commerce Explosion 进入中国电子商务的爆炸时代 20 Taking Fashion Online 将时尚带到上 23 How WeChat Conquered China 微信是如何征服中国的 26 Event Leader 活动领袖 Interview 访谈 28 Driving Ambition and the Spirit of Excellence 驾御天下, 志在卓越 Expert Opinion 专家观点 34 China The Path Towards Convertibility 中国 通往人民币可自由兑换之路 Bilateral Relations 双边关系 37 Sino-Swiss Diplomatic Traffic 中瑞外交往来 Chamber News 商会新闻 40 Beijing 北京 46 Shanghai 上海 53 Guangzhou 广州 53 Hong Kong 香港 Economic Data 经济数据 58 Sino-Swiss Economic Data and Indices 中瑞经济数据与指标 DISCLAIMER is a quarterly publication. Editorial and advertising are independent and do not necessarily reflect the views of the Board, the members or the staff. Any article in The Bridge Magazine is for advertorial or information purposes only. It does not reflect the views of the Swiss Chamber of Commerce in China and Hong Kong, and therefore they may not be held liable. 免责声明 桥 是一本季刊 杂志内所有评论和广告都是独立的, 不代表瑞士商会 会员或员工的观点 该杂志中所有的评论式广告或信息不代表中国瑞士商会和香港瑞士商会的观点, 中国瑞士商会和香港瑞士商会对此不承担责任 6 WINTER 2016 ISSUE 45

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8 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 The Bridge Team 桥 团队 Publisher 出版机构 : SwissCham China Administrator 管理机构 : SwissCham Shanghai Managing Editor 执行编辑 : Geoff de Freitas Editor 编辑 : Thomas Mckinley Editorial Support Staff 编辑人员 : Rolf Studer (Beijing 北京 ) / Joyce Chan (Hong Kong 香港 ) / Philip Kinseher (Guangzhou 广州 ) / Juana He (Shanghai 上海 ) / Peter Bachmann (Shanghai 上海 ) Bridge Oversight Board 桥 监督委员会 : Ken Goenawan (Shanghai 上海 ) / Pauline Houl (Beijing 北京 ) / Philip Kinseher (Guangzhou 广州 ) / Ivo Hahn (Hong Kong 香港 ) / Rolf Studer (Beijing 北京 ) / Peter Bachmann (Shanghai 上海 ) Marketing and Sales 市场营销 销售 : - SwissCham Shanghai: Peter Bachmann, p.bachmann@sha.swisscham.org. - SwissCham Beijing: Romain Barrabas, romain.barrabas@bei.swisscham.org. - SwissCham Guangzhou: Philip Kinseher, philip.kinseher@swisscham-gz.org. - SwissCham Hong Kong: Jerone Jin, jerone.chin@swisschamhk.org Translation 翻译 : Jina Sun 孙继娜, Nancy Lai 赖昕 Copy Editing / Proofreading 审稿 / 校对 : Jina Sun 孙继娜 / Andy Walkington Layout Design 编排设计 : Global Media Solutions Ltd Printer 印刷商 : Shanghai Sea Bird Printing Co Ltd. Circulation and Advertising Contacts 发行及广告联络处 - Shanghai Address: Carlton Building, 11F, Office 1133, 21 Huanghe Road, Shanghai 中国上海市黄浦区黄河路 21 号鸿祥大厦 1133 室 Post Code: Tel: info@sha.swisscham.org - Beijing Address: Room 611, Xinyuanli West 19, Chaoyang District, Beijing 中国北京市朝阳区新源里西 19 号 611 室 Post Code: Tel: info@bei.swisscham.org - Guangzhou Address: 27th Floor, Grand Tower No.228 Tianhe Road, Guangzhou 广东市天河路 228 号广晟大厦 27 楼 Post Code: Tel: info@swisscham-gz.org - Hong Kong The Swiss Chamber of Commerce in Hong Kong Limited Address: GPO Box 9232, Central, Hong Kong Tel: Fax: admin@swisschamhk.org Website: Cover Picture 封面图片 : SwissCham Hong Kong A Big Thanks to Our Advertisers and Sponsors 特别感谢本刊所有赞助商 Inside Front Cover: City of Basel First Page: Swissquote Inside Back Cover: Regus Outside Back Cover: Swiss Airlines P5: DHL P7: Swissotel P11: Hotel Schweizerhof P15: China Integrated P17: Lindt P21: Schuler P32/33: HKT P42/43: Sino-Swiss Zhenjiang Ecological Industrial Park CONTRACT PUBLISHED BY A special thanks to our distribution sponsors: 8 WINTER 2016 ISSUE 45

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10 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 Business News 商业新闻 Swiss-China Business News 瑞中商业新闻 A round-up of the main recent China business stories involving or affecting Swiss companies. 近期包含或影响瑞士企业的主要中国商业新闻 综述 Credit Suisse boosts China operation Credit Suisse is continuing its push to expand its China operation. Earlier this month, the Swiss bank announced the launch of a joint venture with Founder Securities for onshore brokerage services. The brokerage business will be based in Qianhai, a Chinese free trade zone near Hong Kong, and will serve both institutional investors in China as well as foreign funds, said Credit Suisse Greater China s vicechairman, Nicole Yuen. The bank is also rumoured to have hired a former Royal Bank of Scotland banker, Rick Meng, as head of China onshore private banking, according to a report on finews.com. Meng brings 17 years experience in the financial industry across China, Hong Kong and the U.S., and deep relationships with Chinese corporates. He was hired from RBS, where most recently he was head of corporate coverage in China, and manager of the bank s Shanghai branch. He will be based in Shanghai and report functionally to greater China private banking head Francois Monnet and locally to David Liu, Shanghai Branch Manager. 15 November 2016 Switzerland opens new consulate general in Chengdu Switzerland has opened a consulate general in November in Chengdu, the provincial capital of south-western China s Sichuan, as part of the government s efforts to promote business between China and Switzerland, and to further boost Sino- Swiss bilateral relations. Frank Eggmann has been appointed the consul general. An official opening ceremony of the consulate general has been scheduled for early The Swiss Federal Department of Foreign Affairs decided to open a consulate general in Chengdu following a decision of the Federal Council. This will be Switzerland s fifth official representation in China, in addition to 瑞信扩大中国业务瑞信正不断扩大在中国的业务 本月初, 瑞信宣布与方正证券共同出资设立合资企业, 专注经营在岸市场经纪业务 瑞信大中华区副主席 Nicole Yuen 表示, 经纪业务将在靠近香港的前海自贸区展开, 为中国的机构投资者以及外资基金公司服务 此外, 据 finews.com 的一篇报道称, 瑞信已任命曾就职于苏格兰皇家银行的 Rick Meng 为中国在岸市场私人银行业务主管 Rick Meng 从苏格兰皇家银行离职前曾担任中国区公司业务主管和上海分行行长 加入瑞信后,Rick Meng 将驻扎在上海, 向公司大中华区私人银行业务主管 Francois Monnet 和上海分行行长 David Liu 汇报 2016 年 11 月 15 日 瑞士在成都设立总领事馆 11 月, 作为推进中瑞商贸往来的一部分, 瑞士在中国西南地区四川省省会成都设立总领事馆, 以进一步加强中瑞间的双边关系 瑞士政府任命 Frank Eggmann 为总领事, 并定于 2017 年初庆祝该总领事馆的正式开设 瑞士联邦政府外交部在成都设立总领事馆的决定是在联邦委员会决议后做出的 这将是瑞士在中国设立的第五 10 WINTER 2016 ISSUE 45

11 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 Business News 商业新闻 HOTEL SCHWEIZERHOF BERN A luxurious break at the heart of the Swiss capital Hotel Schweizerhof Bern Bahnhofplatz 11 CH-3001 Bern T +41 (0) info@schweizerhof-bern.ch WINTER 2016 ISSUE 45 11

12 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 Business News 商业新闻 the embassy in Beijing and the consulates general in Shanghai, Guangzhou and Hong Kong. The tasks of the new consulate general will focus on the economy, trade, innovation and tourism. To open the consulate general in Chengdu recognizes the exciting prospects this city and region holds for Sino-Swiss relations. The new consulate general will no doubt upgrade the visibility of Switzerland in Western China and help promote the image of the innovative, creative and competitive Switzerland of today through either business or cultural activities, said Swiss Ambassador to China Jean-Jacques de Dardel. 个官方代表机构 其他机构分别是北京大使馆和上 海 广州和香港总领事馆 成都总领事馆将以经济 贸易 创新和旅游为业务重点 在成都设立总领 事馆是对这座城市和这个地区在中瑞关系方面所拥 有的无限前景的认可 新总领事馆的设立无疑将提 升瑞士在中国西部地区的知名度 有助于通过商业 和文化活动促进当今瑞士创新 创造和竞争力形象 的树立 瑞士驻华大使 Jean-Jacques de Dardel 表示 31 October 年 10 月 31 日 EU approves Chinese HNA s acquisition of Swiss SR Technics 欧盟批准中国海航集团收购瑞航技术公司 The European Union (EU) regulators have approved the acquisition of Swiss aircraft solutions provider SR Technics by Chinese conglomerate HNA Group. The European Commission, the bloc s executive body, said in a statement that the proposed acquisition would raise no competition concerns, because there are only limited overlaps between the companies activities. HNA Group, founded in 1993, is a Chinese conglomerate encompassing core divisions of aviation, holdings, capital, tourism and logistics. SR Technics is a technical aircraft solutions provider, offering maintenance, repair and overhaul services for commercial aircraft. In September, the Commission also approved HNA s acquisition of Swiss Gategroup, which provides catering services and retail on-board aircraft and other related ancillary activities such as on-board service equipment and supply chain and logistics solutions or management of airport lounges. 28 October 2016 Swiss hope expats and Chinese will hit its ski slopes After a mixed summer with fewer Chinese tourists, Switzerland s tourism office predicts a stable winter season for It hopes to attract expatriates and Chinese visitors to the slopes. These are difficult times for the tourism business in the country with the number of overnight stays by Chinese tourists falling by 19.7% in the summer, according to Switzerland Tourism. The lower numbers are partly due to the impact of terrorist threats in Europe, as Switzerland is closely associated with France, according to the tourism office. Earlier this year Switzerland Tourism reported that the drop-off in numbers was also partly linked to the new requirement for biometric fingerprint data for obtaining visas. Since last November, this has been mandatory for anyone applying for a visa to Europe s Schengen zone of countries, including Switzerland. This means all Chinese tourists must travel to a Swiss consulate in person to apply. 欧盟监管机构近期批准了中国海航集团收 购瑞士飞机解决方案供应商瑞航技术公司 SR Technics 的申请 欧盟常设执行 机构欧盟委员会在一份声明中表示 该收 购提议 不存在任何竞争方面的问题 因 为两家公司业务间的重叠十分有限 海 航集团成立于 1993 年 主营业务包括航 空 控股 资本 旅游和物流等 瑞航技 术公司是一家飞机技术解决方案供应商 为商用飞机提供维护 维修和检修服务 今年 9 月 欧盟委员会还批准了海航集团 收购瑞士航空配餐公司佳美集团 Swiss Gategroup 的申请 除配餐外 佳美集 团还提供机上零售以及机上服务设施 供应链 物 流解决方案和机场休息室管理等相关辅助性业务 2016 年 10 月 28 日 M Y CM MY 瑞士滑雪季欢迎中外游客 由于今年夏季来自中国的游客大幅减少 瑞士旅游 办公室预计瑞士旅游业将迎来一个相对 稳定 的 跨年冬季 瑞士旅游办公室希望滑雪季的到来能够 吸引更多的外国游客和中国游客 据瑞士旅游局 称 由于夏季中国游客在瑞士过夜的数据下降达 19.7% 瑞士的旅游业正经历一个困难时期 瑞士 旅游办公室称 欧洲恐怖主义威胁以及瑞士与受恐 怖主义影响较大的法国毗邻等部分造成了游客的减 少 今年年初 瑞士旅游业报告称数据下滑部分还 归因于游客在申请签证过程中必须提交生物识别指 纹数据的影响 自去年 11 月以来 任何申请签证 25 October C WINTER 2016 ISSUE 45 橋 2016 年冬季刊 第45 期 CY CMY K

13 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 Business News 商业新闻 WINTER 2016 ISSUE 45 橋 2016 年冬季刊 第45 期 13

14 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 Business News 商业新闻 Julius Baer steps up its Hong Kong hiring Swiss private banking group Julius Baer is stepping up hiring in Singapore and Hong Kong as it sees Asia overtaking Europe as the group s biggest revenue-generating region. Julius Baer CEO Boris Collardi said more than half of about 200 new bankers that the wealth manager plans to hire this year will be based in Asia. Last year, Asia contributed about USD549m of the group s operating income. Although still small compared with the income from Switzerland and the rest of Europe, Asia is poised to become the biggest region for Julius Baer as revenue generated in the region has been growing fast, doubling to about 20% in 2015 from about 10% of the total in In Asia, Julius Baer is the fifth-largest private bank by assets under management. It is the third largest in Switzerland. Julius Baer has chosen Singapore as the base for a new platform that will support its global operations. 23 September 2016 Weidfäger Wolhusen & Brass Band MG Oberrüti play at Shanghai Tourism Festival One of the highlights of the Shanghai cultural agenda is the yearly Shanghai Tourism Festival. The event celebrated its 27th year from 10 to 13 September this year. Performers from all over the world will came to Shanghai to entertain locals and tourists alike with activities reflecting the cultures and customs from their home countries. This year, Weidfäger Wolhusen and Brass Band MG Oberrüti were representing Switzerland in the parade. The Swiss musicians performed throughout the festival at different venues in Shanghai. 19 September 2016 Chinese FX reserves decline while Swiss reserves rise in August The latest data from People s Bank of China (PBoC) shows that FX reserves in China are continuing their decline, and in August the total reserve had dropped to USD trillion, down half a percent from July. The reserve is still declining but compared to last year, the downward rate has slowed substantially. In June 2014, China s foreign exchange reserve had touched the highest on record to top USD 3.99 trillion. But the reserve is now down more than 20% from that peak. In contrast, it has been just the opposite for Switzerland, which is suffering from a problematic increase in foreign exchange reserves due to the intervention of Swiss National Bank in order to keep the exchange rate stable, resulting in large inflows of foreign funds. In August, FX reserves increased by USD 12 billion, and last year FX reserve had increased by USD 130 billion, which is equivalent to almost 20% of GDP. The Swiss National Bank abandoned its eurofranc peg in January of this year. 12 September 2016 前往欧洲申根地区国家的游客必须提交生物识别指纹数据, 这意味着所有中国游客必须亲自前往瑞士领事馆申请签证 2016 年 10 月 25 日 瑞士宝盛银行壮大香港团队 瑞士私人银行集团宝盛银行将增加在新加坡和香港的员工人数, 公司认为亚洲正逐渐取代欧洲成为集团最大的营收产生区域 宝盛银行首席执行官 Boris Collardi 表示, 公司计划今年招聘的 200 名新员工中有一半以上都将驻扎在亚洲地区 去年, 亚洲为集团贡献了 5.49 亿美元的营收 虽然这一数据相比瑞士和欧洲其他地区并不高, 但亚洲有望成为宝盛银行最大的业务市场, 因为该区域的营收增长十分迅速,2015 年, 该区域在公司的营收占比从 2011 年的 10% 翻倍至 20% 宝盛银行是亚洲第五大财富管理私人银行, 是瑞士第三大私人银行 宝盛银行已选定新加坡为新平台的基地, 为公司的全球运营提供支持 2016 年 9 月 23 日 瑞士 Weidfaeger Wolhusen 乐队和 Brass Band MG Oberrüti 乐队亮相上海旅游节 上海最重要的文化节日之一就是一年一度的上海旅游节 今年是第 27 届上海旅游节, 从 9 月 10 日持续到 9 月 13 日 来自世界各地的艺人齐聚上海, 展示各自国家的文化和习俗, 为本地市民和游客带来了精彩的演出 今年, Weidfaeger Wolhusen 乐队和 Brass Band MG Oberrueti 乐队代表瑞士亮相庆祝活动 在旅游节期间, 来自瑞士的音乐家在上海的多个场馆进行了演出 2016 年 9 月 19 日 中瑞外汇储备呈相反走势 中国人民银行的最新数据显示, 中国的外汇储备持续下降 今年 8 月, 中国的总外汇储备下降至 万亿美元, 较 7 月下降 0.5% 目前, 外汇储备仍在持续下降, 但相比去年同期下降速度有所放缓 2014 年 6 月, 中国的外汇储备达到了 3.99 万亿美元的最高纪录, 目前较峰值的下降幅度超过 20% 相反, 由于瑞士国家银行为了维持汇率稳定而采取干预措施, 使得外资大量涌入, 导致瑞士的外汇储备不断提高 8 月, 瑞士的外汇储备增幅达 120 亿美元, 而去年全年的外汇储备增幅达 1,300 亿美元, 几乎相当于瑞士 GDP 的 20% 瑞士国家银行决定自今年 1 月起放弃钉住欧元 2016 年 9 月 12 日 14 WINTER 2016 ISSUE 45

15 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 Business News 商业新闻 Switzerland tops world s most innovative economies Switzerland retained its title as the world s most innovative country, followed by Sweden and the United Kingdom, according to this year s Global Innovation Index. China was ranked 25th the first time a middle-income country has joined the highly developed economies that have dominated the top of the index in its nine editions. The Global Innovation Index 2016, co-published by Cornell University, INSEAD, and the World Intellectual Property Organization (WIPO), surveyed 128 economies, using 82 indicators to gauge both innovative capabilities and measurable results. The world s top 10 most innovative economies in descending order were Switzerland, Sweden, the United Kingdom, the United States, Finland, Singapore, Ireland, Denmark, the Netherlands and Germany. 4 September 2016 瑞士维持世界最具创新性经济体地位据已连续发布达九年之久的全球创新指数显示, 今年瑞士仍维持其世界最具创新性国家地位, 瑞典和英国紧随其后 中国排名上升至第 25 位, 这是首次有中等收入国家打破由高度发达经济体包揽的全球创新指数靠前排名的格局 2016 年全球创新指数由康奈尔大学 (Cornell University) 英士国际商学院 (IN- SEAD) 和世界知识产权组织 (WIPO) 联合发布, 指数基于对 128 个经济体的调查, 采用 82 项指标对这些国家的创新能力和可计量结果进行评估 世界前十大最具创新性经济体排名为瑞士 瑞典 英国 美国 芬兰 新加坡 爱尔兰 丹麦 荷兰和德国 2016 年 9 月 4 日 Shanghai Beijing Mongolia Hong Kong All integration should be this natural. China Integrated is an all-in-one service firm specialized in integrated China solutions and operations. Business Research HR & Recruitment Legal Environment IT & ERP Finance & Tax PR & Seminars WINTER 2016 ISSUE

16 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 Cover Story 封面故事 Accessing China s E-Commerce Explosion 进入中国电子商务的爆炸时代 Swiss companies in both B2B and B2C sectors have much to gain from China s large and fast growing e-commerce sector. by Mark Andrews China is the world s largest e-commerce market. Retail sales online in 2015 amounted to US$589 billion an increase of a third over the previous year. This year s Singles Day online shopping sale on November 11 managed to surpass the sales of the US s Cyber Monday in less than two hours. Sales reached a staggering $17.8 billion. With offline sales growth appearing sluggish online transactions made up 13% of total retail sales last year and they are growing at nearly three times the rate of traditional retailers. Unlike more developed countries China still has a far more fragmented retail market with major chains often confined to only the most developed cities, with a corresponding lack of consolidation amongst distribution channels. Weak bricks and mortar services along with an increased access to information, has created consumer demand for products which in many lower-tier cities are simply unavailable or very expensive to purchase. E-retailers, particularly Taobao and Tmall from Alibaba, have filled that void and are now easily available to the 720 million consumers online, who securely purchase with online payment systems such as Alipay, China s equivalent to Paypal. Going mobile Chinese are culturally very hard working and with this comes less time to go shopping. The convenience of ordering online has become part of the Chinese lifestyle, and with deep smart phone penetration in the country 16 在 B2B 和 B2C 领域 瑞士公司 还有很多的东西要向中国巨大且 快速增长的电子商务产业学习 作者 : Mark Andrews 中国拥有世界上最大的电子商务市场 2015 年 零售业销量达到了 亿美元 今年的 双 十一 网上交易额在开始两小时内旋即超过了美 国的 Cyber Monday 总销售额达到了一个令人 瞠目结舌的数字 178 亿美元 相较于线下销售 增长疲软 去年网上交易量占了整个零售业销售 的 13% 增长速度几乎是传统零售业的三倍 不像其他的发达国家 中国还有许多零碎分 散的零售市场 主要的产业链集中在最发达的城 市 但与之相应的 欠缺能够发挥凝聚力的渠道 商 日渐式微的实体店服务与日益增长的信息渠 道 都创造了顾客对于产品的需求 尤其是在许 多不发达的城市很难买到或者很贵的商品 电子 商务零售商 尤其是阿里巴巴集团旗下的淘宝 天猫 填补了这个空白 亿消费者很容 易在网上找到他们想买的商品 并且使用中国版 本的 paypal 网上安全付款担保系统支付宝 进 行支付 移动手机化 辛勤劳动是中国人的工作文化 相应的他们去购 物的时间则较少 网上购物的便利成就了中国人 WINTER 2016 ISSUE 45 橋 2016 年冬季刊 第45 期

17 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 Cover Story 封面故事 that means shopping is increasingly on mobile platforms. Of the US$17.8 billion raked in by Alibaba on Singles Day, 82% of the purchases were made using mobile devices. E-commerce in China is definitely among the most advanced globally, because the Chinese have bypassed the PC stage, and these days everybody has a mobile, says Wong Siew Loong, President of Kuehne + Nagel s North Asia Pacific Region. Benefit of being Swiss For Swiss companies this offers a unique advantage. Critical to growth in e-commerce is overcoming the distrust of locally produced goods and Swiss products have a good reputation. Swiss companies do have something that works for them: strong country branding. Chinese consumers associate Switzerland with a clean environment and superior Wong Siew Loong Kuehne + Nagel quality, says Tong Li, founder and CEO of Yoopay, China s leading event management e-commerce website. This is not just true for the consumer goods segment; it also provides opportunities in B2B in which the large Swiss SME sector excels. Chinese companies now are looking for better parts and ingredients from suppliers, especially in the chemicals sector. E-Commerce is making it much easier and quicker for them to acquire the right product they want, and there will be a tougher time for trading companies going forwards, as Chinese firms want to go straight to the producers, says Wan Yuchen an analyst at China Market Research. And most e-commerce platforms still focus more on 的生活方式, 伴随着智能手机的使用在这个国度的深层次渗透, 购物已经在手机平台变得易如反掌 178 亿美元的 双十一 销售额中,82% 的交易是在手机端完成的 电子商务在中国已经跨过了电脑端的时代, 如今几乎每人都有一部手机 Kuehne + Nagel 的北亚太市场主席 Wong Siew Loong 如是说 瑞士的优势对于瑞士公司, 如今形势有利 对于中国本地生产的商品的怀疑态度和瑞士产品享有优良的声誉生过了中国消费者对电商的辩证态度 瑞士公司有很多值得引以为傲的闪光点 : 国家的良好品牌形象 中国顾客总会将瑞士同清洁的环境和优秀的品质联系在一起 中国活动管理电商网站的佼佼者 Yoopay 的创始人 Li Tong 评价道 不仅是在消费品市场, 瑞士中小型企业在 B2B 领域也很具竞争力 中国公司如今寻找更好的配件和原料, 尤其是在化学行业 电子商务让一切都变得方便快捷, 短时间内能生产出他们所需的产品, 贸易公司可能会有一段较难捱的时期, 因为很多中国公司希望直接拿到产品, 中国市场调研专员 Wan Yuchen 如此分析到, 大多数的电子商务平台仍然关注点在顾客的市场上, WINTER 2016 ISSUE 45 17

18 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 Cover Story 封面故事 the consumer market, so it makes it comparatively easier for foreign companies to do well in the B2B space. There are a number of key differences between the B2B and B2C models. A B2B model prioritises key products and works to ensure a reliable, trustworthy supply chain, says Daisy Song, CEO of Fields, an online supermarket. Whereas with B2C a seamless experience is the most important element, service reliability is the most important for B2B with other requirements such as financing facilities playing a significant role. With many Swiss companies being SMEs concentrated on manufacturing, developing an online strategy is becoming essential. Foreign B2B companies need to localise for the Chinese market, understand how to operate in China and deliver what Chinese companies want, says Wan. In many cases, because of their cross-border experience, foreign companies have better opportunities than local players, as they have more global perspectives and footprints. Lucas Rondez, CEO of Hangzhou Boru Network Technology Co. Ltd, creator of the popular Nihao app, agrees. People here can t always manage to find everything they want in China. This can bring a lot of opportunities for Swiss companies because Chinese consumers are now looking for quality products and ones that can only be found abroad. What model? Daisy Song Fields The type of business model used for the Chinese market also has a large impact on the bottom-line success of an e-commerce programme. To be successful a business must have a sustainable business model. However, many e-commerce companies operating in China rely too much on a discount-led incentive model, says Song. Fields chose a consumeroriented model where it focused on meeting the demands of the customer. This meant focusing on a good product range, quality, traceability and transparency. In China, setting up an e-commerce gateway typically consists of using a basic website, a mobile optimised website, an app, or a store on WeChat or Tmall. There are also social media platforms such as Weibo and WeChat that allow purchases to be made whilst engaging with current and prospective customers. The route chosen is largely dictated by whether the company is in the B2B or B2C space, but, whichever, mobile is increasingly critical. In China 630 million people access the internet via their phones making mobile the dominant area when it comes to B2C e-commerce. To be mobile is essential, but not necessarily by an app, a mobile version of a website works pretty well as it can be linked to a lot of platforms like WeChat, says Rondez. To go the app route is costly, but it does make the platform look more credible and serious for people here, says Pauline Houl, CEO of Club Elysee, a specialist online sales website that offers European luxury fashion to Chinese consumers at bargain prices. Unless an app has a clear benefit for people s everyday lives they are unlikely to download and install it. It is often better to just have a responsive website. Another route that some foreign companies are finding productive is working with local partners. This may simply be operating with local agents in China to better handle the Cédric Antonio Collège du Léman Sàrl 所以对于外国公司来说在 B2B 市场相对容易 B2B 和 B2C 模式有许多差异 B2B 模式的特点是 : 优先配置拳头产品和服务, 保证一个可以信赖的, 稳定的供应链, 网上超市 Fields 的 CEO,Daisy Song 认为 : 当无缝链接的体验成为 B2C 成功最重要的因素, 可靠的服务是重中之重, 和融资机制一起扮演重要的作用 诸多瑞士中小企业集聚在制造业, 发展网上策略成为当务之急 B2B 公司需要为中国市场实现本土化, 要了解如何同中国伙伴合作和中国公司的需求, Wan 如是说 通常情况下, 由于跨境经验丰富, 外国公司都比本土公司拥有更多的机遇, 因为他们有更多国际视角和经验 Lucas Rondez, 杭州博如网络科技有限公司的 CEO, Nihao 应用的发明者, 也十分赞同这个说法 中国消费者很难在国内买到他们想要的一切东西 这给许多的瑞士企业带来了商机, 因为中国消费者现在需要很多优质的商品, 尤其是只能在国外买到的 何种模式? 在中国市场采用什么样的商业模式也对电子商务项目的成功有很大的影响 要想获得商业的成功需要一个稳定的商业模式 但是, 许多的电子商务公司在中国过于依赖打折促销模式, 宋评价道 Fields 选择了以顾客为中心的模式, 也就是说我们会以消费者的需求为导向 这意味着我们会致力于提供优良的产品范畴, 产品质量, 物流追踪和消费透明度 在中国, 新兴电子商务的途径常包括基础的网站, 手机端优化的网页, 手机应用或者微店或天猫淘宝店 微博和微信上都有支付通道可以满足当前和潜在的顾客 具体的选择多半是由公司是 B2B 或 B2C 领域来决定的, 并且, 手机移动端的增长惊人 在中国有 6.3 亿人可以使用手机上网, 尤其是在 B2C 商务领域 当手机变得很重要, 并不一定要有专门的手机应用, 一个网站的手机版功能就十分齐全, 还可以导入微信等平台 Rondez 说, 制作手机应用成本高昂, 但是这也让平台在中国人看来更加值得信赖 致力于将欧洲奢侈品时尚以实惠的价格带给中国消费者的网站, Club Elysee 的总裁 Pauline Houl 说, 除非使用一个手机应用对于人们的日常生活有很显著的利益, 不然消费者真的不太会下载和使 18 WINTER 2016 ISSUE 45

19 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 Cover Story 封面故事 local bureaucracy and culture as does the Swiss international school, Collège du Léman Sàrl. Parents of pupils prefer to use local agents as they can help with the paperwork requirements, says the school s senior marketing & communication manager, Cédric Antonio. Adapting to the country s policies concerning online barriers such as the blocking of Facebook and other social media platforms, can be challenging in the sense that you cannot communicate as easily as you do in other countries. Also, you cannot simply lift your offering from another market and make it work in China. The internet in China simply does not work in the same way as in the rest of the world. Not just because some internationally used websites are blocked, but also due to local market preference for certain social media channels. Collège du Léman uses its local partners to overcome these communication problems. In the B2B sector, a good example of a successful local collaboration is Swiss company Dividella. Dividella is a medical equipment manufacturer that partnered with a local Chinese company to sell into China giving them access to their local partner s sales channels, says China Market Research s Wan. The key thing for foreign companies is to combine their advanced technology with local know-how. One such area in which local expectations are different is delivery times. Unlike in many developed countries consumers are not prepared to wait anything more than two or three days for delivery, and expect to be able to track the progress of their delivery. This puts pressure on logistics firms to meet these tight timetables, but offers opportunities for Swiss companies, that excel and have a strong reputation in dependable logistics services. When it comes to perishable goods this is even more important. Established standard operating procedures across the chain are imperative, says Fields Daisy Song. This includes the design of the warehouse, multi-level temperature control and a complete cold chain solution, the packing environment, the kind of packaging used and efficient delivery shifts throughout the day. There are obvious attractions to the Chinese market of Swiss food producers because of Switzerland s reputation for a clean, well-regulated environment, but getting the supply chain right is still a crucially important element for successfully selling food by e-channels. Of course the Chinese market is very competitive, but for Swiss companies who get it right the rewards are substantial. So far, foreign companies with a reputation for better quality (and more expensive) goods do appear to be doing well in China s fast growing e-commerce market. And the money to be made is mouthwatering. This year s Singles Day underlined the willingness of Chinese consumers to purchase from foreign companies when 37% of purchases were made from international brands or merchants: that s US$6.6 billion of sales in a single day. Sources quoted in the article 文章中引用的出处 Lucas Rondez. Hangzhou Boru Network Technology Wong Siew Loong, President, Kuehne + Nagel s North Asia Pacific Region Tong Li, founder and CEO, Yoopay Wan Yuchen, China Market Research analyst Daisy Song, CEO, Fields Lucas Rondez, CEO, Hangzhou Boru Network Technology Co. Ltd. and Nihao app creator Pauline Houl, CEO, Club Elysee Cédric Antonio, Senior Marketing & Communication Manager, Collège du Léman Sàrl 用 所以通常有一个相应的网站会更好 另外一个有效方法是选择同当地伙伴合作 当地的代理商可大大优化企业的运营成本, 能够更好地解决当地的官僚主义和文化差异问题, 瑞士的国际学校 Collège du Léman Sàrl. 就是一个例子 学生家长们喜欢依赖当地的中介机构, 因为他们可以帮忙应对诸多文书的繁文缛节, 该校的资深市场和交际经理 Cédric Antonio 说 : 要适应中国针对网上交易的政策贸易壁垒, 例如封锁 Facebook 和其他国外的社交媒体挺有挑战性的, 因为你会发现在中国与外界的联络不如在世界上其他地方那么容易 Collège du Léman 依靠中国合作伙伴解决了这些通讯上的问题 在 B2B 领域, 瑞士公司与中国当地公司合作的优良典范可以参照 Dividella Dividella 是一家医疗设备生产商, 同中国的企业合作, 利用中国的渠道商进行销售 中国市场研究专员 Wan 说, 有一点很关键, 外国公司如何把他们的先进科技和中国当地的专利技术相结合 在 B2B 领域, 物流花费的时间显得尤为重要 不像许多发达国家, 消费者并没有足够的耐心等上超过 2-3 天, 而且要求能够实时追踪物流信息 这让当地物流公司在截止日期前将货物按时送到的压力倍增, 但同时也给瑞士公司提供了巨大的机遇, 因为后者出众的品质和物流的可靠性, 尤其在运送易腐烂货物时显得尤为重要 设定贯穿整个产业链的物流标准化操作程序势在必行, Fields 公司的 Daisy Song 说, 这包括仓库的设计, 多维度的温度控制, 完整的冷藏链, 包装环境, 包装材料的选用和高效地递送 瑞士的食物加工以其干净 规范的环境控制显然会在中国市场受到追捧, 但是保证拥有一条完美的供应链是能够在电商渠道成功销售食物的决定性因素 当然, 中国的市场竞争十分激烈, 但在中国市场表现优异的瑞士公司收益都很可观 目前, 质量上乘 口碑很好的外国公司 ( 通常定价也更贵 ) 的产品在中国日益迅猛增长的电子商务市场反响不错 未来的利润也令人垂涎欲滴 仅仅在双十一当天, 66 亿美元交易额中就有 37% 来自外国品牌或商家 这个最终数据令外资企业大吃一惊, 他们显然低估了中国消费者们对于外国商品的购买欲 WINTER 2016 ISSUE 45 19

20 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 Feature 特辑 Taking Fashion Online 把时尚带到线上 Club Elysée is a Swiss fashion e-tailer that is successfully making inroads into the highly competitive Chinese B2C market. The Bridge talks to Pauline Houl, Chairwoman, of Club Elysée on how it managed to conquer the Middle Kingdom. by Mark Andrews Club Elysée 是瑞士的一家时尚电子零售商, 在中国竞争激烈的 B2C 市场披荆斩棘创出一片天地 桥 杂志采访了 Club Elysée 的主席 Pauline Houl 女士, 探访她在中国市场取得成功的秘诀. 作者 : Mark Andrews W hat have been the keys to Club Elysée's success as an e-commerce company? Clubelysee.com is a Swiss company with Swiss, French founders and investors. Despite having a collective 40 years luxury industry experience, we realised we needed to build a whole new organization and structure to build a successful e-commerce business in China. We had a clear vision of how we wanted our business to look after five and 10 years. First, Club Elysée had to have a competitive advantage otherwise there would have been no point in taking on the challenge in one of the world s most competitive countries. So we found a business model and a method that enabled us to sell new and past collections of luxury goods at a much cheaper price than they normally retailed for in China. Second, we made sure we were properly capitalised. When you start any business, you have more costs than revenue. In e-commerce startups, cash can go out very fast during the first years of operation, therefore we made a realistic forecast to weather this difficult stage. 作 为一家电子商务公司,Club Elysee 成功的秘诀是什么? Clubelysee.com 是一家由来自瑞士 法国的创始人和投资人创建的公司 除了具有 40 年的奢侈品从业经验, 我们还意识到需要设立一个全新的组织和架构来铸就在中国商业的成功 我们对公司的五年后 十年后的前景很清晰 首先,Club Elysee 必须要具备高度竞争力的优势, 否则就不可能克服世界上竞争最激烈的市场之一所带来的挑战 因此我们创立了可以保证在中国以极其优惠的价格销售当季和过季奢侈品的商业模式 其次, 我们确保理性的资本运作 刚开始一项生意的时候成本大于收益 在电子商务初创阶段, 头几年的运营中难免陷入资金迅速油尽灯枯的窘境, 因此我们需要对这个艰难的阶段作出实际的的预估 20 WINTER 2016 ISSUE 45

21 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 Feature 特辑 Third, we recognised the need for having a good partner in order to have a good distribution channel and to be in phase with e-commerce in China. Finding the right partner in China is a real challenge. If you are not selective enough you might have serious issues in a country where as a foreign company you may have less legal recourse or experience. We recommend finding a Swiss or international partner who has operated in China for many years and knows the market very well. 最后 我们意识到 想要适应中国电子商务的 节奏 我必须找到一个拥有分销渠道的合作伙伴 在中国要找一个合适的合作伙伴真是一大挑战 如果没有精挑细选 作为一家外资公司可能遇到严 重的麻烦 因为在异国没有足够的法律资源和经验 来解决困难 我们的建议是 找一个在中国市场已 经运作多年 对中国市场非常熟稔的瑞士企业或外 资企业作为合作伙伴 What was different about an e-commerce website in China to one in Europe? 在中国做一个电子商务网站和在欧洲有什么区别 We needed to have a strong IT team both in China and Europe to develop and maintain our platform. Our top priority is to give the best customer experience possible. This is important because the expectations of Chinese customers are higher than in Europe. There are also many more legal and technical requirements in China with building a website which is fast and reliable compared to Europe. Many websites are blocked in China; so we used a server which will not be blocked by the government and also has backups. Social media sites used by people in China are totally different than in other countries, and we needed to create successful alliances with KOL (Key Opinion Leaders) such as Chinese celebrities, media and women s leader groups that have a great influence on consumers. 我们需要一个强大的IT团队 不仅能够在中国也 能在欧洲开发和维护我们的平台 我们的首要目 标是给顾客最好的消费体验 这一点很重要 因 为中国消费者的期待比欧洲消费者要高 在中国 建一个又快又可靠的网站也需要相较于欧洲更多 的法律和技术支持 中国政府封锁了很多网站 所以我们使用了不会被封锁而且有备份的服务 器 中国人惯用的社交媒体网站与世界上其他国 家的人们截然不同 而且我们需要同当地意见领 袖建立一个成功的同盟 例如中国的名流 媒体 和女性领导团体 这些对我们目标消费者有强大 影响力的人 What do Swiss companies need to be aware of when trying to crack the e-commerce market in China? 瑞士公司在攻克中国电子商务市场时需要注意什 么 Swiss companies can capitalize on the good image of Switzerland. Switzerland is seen as one of the most innovative countries in the world by Chinese people. They especially envy us for our lifestyle, scenery and clean environment. 瑞士企业应该充分利用自身国家的良好形象 在 中国人眼里瑞士是最有创新能力的国家之一 他 们尤其羡慕我们的生活方式 风景和环境 对于瑞士企业来说 认清在他们行业成功的关 Gilliard Les Murettes Gilliard Dôle des Monts A.O.C A legend for generations Served For Official State Dinner of Swiss Government The oldest wines by Robert Gilliard. The most impressive vineyard, in Valais, Switzerland. Please visit our website to get more info about Robert Gilliard and our other brands. Special deal also for you! Info@schulerwine.cn WINTER 2016 ISSUE 45 橋 2016 年冬季刊 第

22 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 Feature 特辑 Identifying the keys for success in their industry is of paramount importance for Swiss companies. Each year, I see many foreign companies fail in China because they forget to consider these basic rules. Companies also need to be prepared to operate in a very competitive and aggressive business environment in China, and Swiss companies can t expect to beat the competition if they don t adapt their structure and management accordingly. The most common mistake made by foreign multinationals is to manage the Chinese team as if they were back in Europe, and apply rules they have created for Switzerland which are totally irrelevant in China. Also Swiss companies must have a real strategy for Chinese social media, such as Wechat, Weibo and QQ, that will help them to build their network and connect to the main actors in the sector. For brands, they have to tell a story in order to create an intimate connection with Chinese consumers. If you are an e-commerce platform, you must use Chinese social media to communicate about your products and services to provide your audience valuable information they will then share among their network. The bigger your presence is on social media, the bigger your chance of success. The competition is very fierce and you must always innovate and new competitors will appear much sooner in China than in Europe. You should expect that your products and services will be copied very fast. I d also recommend that It is sometimes better to start small to test and learn about the market rather than investing huge amounts of money upfront. Large multinationals such as Ebay and Uber failed in China because they wrongly believed that they could conquer with their name and capital. But if you don t get the essence of these unwritten rules, you can t be successful in China, no matter how long you are here. For online businesses it is very important to recognise that internet culture is also different. For example, Europeans are willing to fill in a detailed form to register on a website, but you won t get users to do this in China. The online registration process must be as quick as possible. Your business is retailing and you only do it online. Did you also consider retailing offline? To be an offline company needs a lot more cash and that was beyond us at the first stage of development, although we didn t set out to be only an online company. Leaving an offline capability to the second stage of development seemed more realistic. Also, we wouldn t have received as much funding from our investors if we were planning to open a store immediately, because they were much more interested in an e-commerce opportunity. Also, the Chinese government wants to promote online businesses so e-commerce companies can import products with a very low tax rate. What have been some of your key challenges as a company and how have you overcome them? In the past there weren t so many services and products available online, but today almost everything is. That s why the most important thing is to fully understand the industry in which you will operate your business. Also, culture and lifestyle differ greatly from one country to another. Staff management is another key challenge in China. Cost inflation is high. Overheads and operational costs such as salaries are increasing very quickly compared with other countries in the world. Finally, the large Chinese e-commerce companies receive huge funding from state owned companies, so it s almost impossible to compete with them directly. 键因素至关重要 每一年我都见证了许多外资公司在中国的滑铁卢, 因为他们忘记了考虑这些基本法则 公司还需要做好准备迎接一个极具竞争性和攻击性的商业环境 瑞士公司不能指望在相应的架构和管理上不作任何改变就能够打败对手, 赢得市场 外资企业最常见的错误就是将瑞士的那一套企业管理模式生搬硬套到中国员工身上, 并且在中国实行和中国国情毫不相容的瑞士规矩 另外, 瑞士企业必须要为中国的社交媒体制定详尽的策略, 比如微信, 微博和 QQ, 这些都能够帮助企业建立他们的人际网, 与这个市场的主导人物取得联系 对于品牌而言, 他们必须讲述一个品牌故事来同中国顾客建立紧密的联系 如果企业本身是一个电子商务的平台, 就可以使用中国的社交媒体提供产品和服务 提供给观众的信息有价值, 他们就会在自己的人际网络传播扩散 在社交媒体抛头露面越多, 获得成功的几率就越大 在激烈的竞争中, 必须一直保持创新精神, 而且新的竞争对手在中国总是出现得比在欧洲要快得多 产品和服务会很快被复制, 对此要有心理准备 我还建议瑞士企业最好刚开始小范围试验一下, 了解中国市场的特性之后再开始大规模投资 Ebay 和 Uber 这样的跨国大公司都在中国市场都碰了一鼻子灰, 因为他们以为光凭自己的名气和资本就可以征服中国市场 但是如果没有搞懂中国市场潜规则, 不管在这里待了多久, 都无法在中国取得成功 电子商务中的网络文化的差异也应该引起重视 例如, 欧洲人总是愿意为了注册一个网站填写很复杂的表单, 但没有中国用户会这样做 网上注册必须越便捷越好 贵公司的业务目前主要是零售, 只在网上售卖, 你会考虑线下售卖吗? 线下销售需要大量的资金, 这超出了我们第一阶段的发展计划, 但我们并不会安于一直做线上业务 将线下发展的势力保存到第二个发展阶段应该是更加明智的选择 而且, 如果我们打算立即开一家线下零售店的话, 我们就无法从投资人那里获得这么多的现金, 因为他们对于电子商务的机会更感兴趣 并且, 中国政府希望发展电子商务, 因此电商能以非常低的税率进口商品 贵公司面临的主要挑战是什么? 你是怎么克服的呢? 过去网上没有这么多的服务和产品, 但是如今几乎所有的事物都可以在网上找到 这也是为什么将你要涉足的这个行业完完全全了解透彻是十分重要的 而且, 不同的国家文化和生活方式都不尽相同 人员管理是在中国面临的另一大挑战 通货膨胀成本, 管理费用和运营成本很高, 例如薪资水平相较于世界上其他地区增长迅速 还有, 大型中国电子商务公司从国有企业获得了数额庞大的资金, 所以同他们正面交锋取胜的几率几乎为零 22 WINTER 2016 ISSUE 45

23 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 Cover Story 封面故事 How WeChat Conquered China 微信是如何征服中国的 WeChat is a way of life WeChat founder Allen Zhang 微信是一个生活方式 微信之父 张小龙 I t s hard to imagine life in modern China without WeChat. The app is a trailblazing poster child for the new internet messaging era where China is popularly believed to now be years ahead of the rest of the world. Hail a taxi, split the bill in a restaurant, purchase a cinema ticket, invest in financial products, read the news, follow their favorite brands, transfer money to their friends, go shopping online, meet new friends nearby, all this and more can be done by Chinese within one app: WeChat. There is simply nothing quite like WeChat outside China and it is fair to say that few people wanting to do businesses in China can afford to ignore the platform. What is WeChat? WeChat began life in January 2011 as a simple chat app with features and functionality similar to WhatsApp. It was created by a small team of just eight developers within Tencent s R&D team offices in Guangzhou. Over the following five and half years WeChat grew beyond anyone s wildest dreams to become by far the most important app in China. It allows users to order cabs, buy film tickets, play games, check in for flights, pay bills, listen to music, read news, shop for clothes or meet random people nearby. Yet despite having an amazing variety of features, the core of WeChat is still messaging. Its primary function is for communication with friends and family. Key Reasons for WeChat s Success 1. Public account managing platform Launched in 2012, this open platform built on top of WeChat allows businesses to access and interact with WeChat s massive user base. 2. WeChat Pay WeChat Pay has grown extremely rapidly in the past two years. It is now commonly accepted in most stores across China. WeChat Pay sits alongside fierce rival Alipay (Alibaba Group) and China s default debit & credit card system Union Pay as one of the big three payment options for Chinese consumers. Other players such as Apple Pay, QQ Wallet (also owned by Tencent) and Baidu Wallet hold margin market shares. 没 有微信的当代中国生活是无法想象的 这款 app 是新一代互联网信息时代创新的典范, 中国在该领域的发展被普遍认为超前于其他 国家许多年 叫出租车 平分账单 购买电影票 投资理财产品 阅读新闻 关注喜爱的品牌 转账给朋友 网上购物 认识附近的朋友, 所有这些以及更多其他的事情都可以通过这款 app 实现, 这就是微信 在中国之外还没有任何一款与之相似的应用, 可以说任何在中国经商的人们都无法忽视这个平台 微信是什么? 微信是腾讯公司于 2011 年 1 月推出的一款拥有与 WhatsApp 类似特性和功能的简单聊天应用, 由位于广州的腾讯研发团队内部的一个八人小组开发 在后来五年半的时间里, 微信的发展超乎了所有人的想象, 成为中国目前为止最为重要的一款 app 用户可通过微信叫出租车 买电影票 网上值机 支付账单 听音乐 看新闻 购物或是认识附近的人等 尽管拥有十分丰富多样的特性, 微信的核心仍然是信息 它的首要功能是与朋友和家人联系 微信在中国成功的主要原因 1. 微信公众平台这个公众平台于 2012 年推出, 是在微信的基础上开发的, 使企业可以接触到微信庞大的用户群并与之互动 2. 微信支付微信支付在过去两年里取得了非常迅速的发展 目前中国大部分商店都支持微信支付, 它已经发展成为中国消费者使用的前三大支付工具之一, 与支付宝 ( 阿里巴巴集团 ) 和中国默认的借记卡及信用卡系统 银联并驾齐驱 其他如 Apple Pay QQ 钱包 ( 腾讯旗下的另一款支付工具 ) 和百度钱包等支付工具均占有极少的市场份额 WINTER 2016 ISSUE 45 23

24 JOURNAL OF SWISSCHAM CHINA 中国瑞士商会会刊 Cover Story 封面故事 3. Protecting users WeChat is a closed and private network which places a high priority on protecting users information. The app carefully limits the number of unsolicited messages that businesses can send to their followers. It also does not allow businesses to directly gain access to personal information such as address or phone number. 4. WeChat Wallet WeChat has strategically partnered with several businesses (e.g. JingDong for ecommerce, Didi Chuxing for ride hailing) to provide an entire range of online stores and services integrated directly into the app. 5. QR codes WeChat popularized the use of QR codes in China which are now ubiquitous across print media, stores and billboards. Scanning QR codes provides a convenient gateway between the online and offline worlds. 6. WeChat Moments An immensely popular feature used to share pictures and short videos with friends. Users will scroll through this stream of content in a similar way to the Facebook news feed. The addictive combination of switching between checking moments and chatting with friends provides the core loop which engages users and keeps them returning to the app. WeChat for Business Businesses interact with users on WeChat through the WeChat official 3. 保护用户信息微信是一个私密的联络网, 它十分重视保护用户信息安全 这款 app 十分严格的限制商家推送给订阅者的信息数量, 同时禁止商家直接获得用户的电邮或电话号码等个人信息 4. 微信钱包微信与多个商家 ( 如与京东建立电子商务合作 与滴滴出行建立叫车服务合作等 ) 建立了战略伙伴关系, 为用户提供直接植入 app 的一整套网上商店选择和服务 5. 二维码微信推广了二维码在中国的应用, 二维码在平面媒体 商店和广告牌中已经达到了十分普及的地步 简单的扫描二维码即可便捷的打通线上和线下世界 6. 微信朋友圈朋友圈是一个十分受用户欢迎的晒照片和小视频的动态平台 用户滑动手机屏幕即可像阅读 Facebook 动态信息一样阅读朋友圈的内容 在朋友圈与聊天中间自在的切换是保持用户对这款 app 粘性的核心 微信与企业企业通过微信公众号平台与用户开展互动 对于微信用户来说, 添加公众号就像添加朋友一样便捷 用户 Key Statistics for WeChat The traffic and time spent on WeChat is immense: 846 million monthly active users (Tencent Q3 Results Nov 2016) 570 million daily active users (Tencent Life Report Sept 2015) Valuation: $83.6 billion (HSBC Aug 2015) 10+ million official accounts opened for businesses (Tencent 2015) The average WeChat user reads 7 articles (equivalent to 1 novel) per day on WeChat (Tencent Life Report Sept 2015) WeChat accounts for 35% of all time spent on mobile in China (Mary Meeker Internet Trends Report June 2016) 31% of WeChat users make e-commerce purchases through WeChat. Up from 15% in the previous year. (McKinsey s 2016 China Digital Consumer Report Survey) Estimated monthly payment transactions per WeChat user is 53. In comparison the estimated number for American Debit and Credit Card holders is 24 and 10 respectively (Mary Meeker Internet Trends Report June 2016) 36% of users open WeChat for more than 30 times per day (WeChat Impact Report March 2016) 关于微信的重要数据 WeChat Global Monthly Active Users (millions) 微信在全球的每月活跃用户数 ( 百万 ) 用户在频繁的微信访问上花费了大量的时间 : + 每月 8.46 亿活跃用户 ( 腾讯三季度财报,2016 年 11 月 ) + 每天 5.7 亿活跃用户 ( 腾讯微信生活报告,2015 年 9 月 ) + 市值 :836 亿美元 (HSBC,2015 年 8 月 ) 万 + 个企业公众号 ( 腾讯,2015 年 ) + 微信用户平均每天在微信上阅读 7 篇文章 ( 相当于 1 本小说 )( 腾讯微信生活报告, 2015 年 9 月 ) + 中国人使用手机时 35% 的时间花在微信上 (Mary Meeker 互联网趋势报告,2016 年 6 月 ) + 31% 的微信用户通过微信购物, 较上一年的 15% 大幅提高 ( 麦肯锡 2016 年中国数字消费者调查报告 ) + 每个微信用户人均每月通过微信完成的交易约为 53 笔, 而美国借记卡和信用卡用户人均每月的交易分别为 24 笔和 10 笔 (Mary Meeker 互联网趋势报告,2016 年 6 月 ) + 36% 的用户每天打开微信的次数达 30 多次 ( 微信影响力报告,2016 年 3 月 ) 24 WINTER 2016 ISSUE 45