E-Commerce

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With the world’s third largest population and a comparatively low, but growing, Internet connectivity, Southeast Asia is an upcoming market of interest for e-commerce. Still in its infancy, the ASEAN e-commerce market presents many growth opportunities for businesses ready to face its challenges. Southeast Asia is currently a very attractive market for companies involved globally in the e-commerce sector and smaller local players. At a turning point in terms of Internet and mobile penetration, the population of Southeast Asia is quickly adapting its behaviors to take advantage of new opportunities available in purchasing products and services online.

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If for the ASEAN countries we can say that e-commerce market is still at its beginning stage, in China, the e-commerce market has already overtaken the US' e-commerce market in size, growth rate and number of users. 

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Foreign companies can join this extraordinary business opportunity. In fact, Chinese netizens are big users of social media platforms, because they do not trust firms and advertising much. Chinese online shoppers rely on product recommendations and reviews from other customers. This is an important fact to bear in mind, because in order to become successful it is very crucial to have Social Media presence. The negative side is the negative ratings; that can inversely effect the sales tremendously. Therefore it is important to prepare for damage control, customer care, and follow-up when selling products to Chinese customers.

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Branding, Marketing and Advertising

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A logo and name are often the first thing people see, and they work essentially as a visual representation of their company. The understanding of symbols and words in Asia differ from the reception abroad. The wrong symbol or self- chosen Asian name, even if it sounds similar with that of the foreign company, may result in a disaster for the business if it means something completely different in Asian language or may be even offensive. 

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Furthermore a lot of marketing strategies that work at home find their limits in asian legal restrictions. It is important also to take care of the details as colors and forms that appear different to Asian customers and what western people find overwhelming and childish may be received in Asia as offensive or  unprofessional.

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Beside the corporate identity that has to match the asian market tastes, foreign companies need a partner that is aware of the communication channels that are common in Asia. Whilst in Europe still TV and affiliate marketing rule, in Asia smaller interactive platforms as for example "wechat" are used by industries to spread their products and services. It is hence important to find someone that is familiar with your products on the certain Asian market and knows how to implement your products and services marketing/branding/advertising strategies.

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Trade Fair and Exhibitions

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The warnings made for the logo, advertising and marketing, are also applicable to the exposure of products and services during trade fairs and exhibitions. An exhibition stand, as well as all the advertising material to be displayed or distributed during the fair, must be created specifically for the Asian city hosting the fair.

However, attending a trade fair must not be reduced to a merely product exhibition and distribution of advertising material. A trade show is the gateway to the Asian market and an extraordinary opportunity for the first face-to-face with potential customers.

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If In western countries, during a trade fair, exhibitors simply talk to their visitors "potential" customers during short coffee breaks, in Asia, it is recommended to equip a stand with an area to accommodate guests-customers and offer them tea or their local food and show passion for their culture.