Well, yes…BUT in one meaningful way, they aren’t.
1) The “shelves” of China’s online marketplaces are loud, crowded and over-stocked.
2) There are 80+ million active stores between platforms, the equivalent of every single German citizen becoming an e-commerce retailer.
3) Consumers are absolutely spoiled for choice, service and speed. It’s serve me now…or else.
Simply put, consumers expect “more.”
Imagine if brands outside China faced such stiff competition and pressure to perform.
What do you think would happen? I’ll tell you.
THE. EXACT. SAME. THING.
So brands in China need to “walk their talk.” They must have the highest integrity in all they do.
They must create an experience that is clear and precise, remarkable and worthy of a good review.
If your positioning is “technical,” prove it by illustrating every advantage in extraordinary detail.
If your positioning is “creative,” show how you can paint the sky in bold and refreshingly new color.
If your positioning is “performance,” be proud of your materials and demonstrate superiority.
Anything less than THOROUGH, DETAILED proof of why your special = weak conversion.
It’s that simple.