[interview] Van Dillen (Greenkern): ‘China as a cheat sheet for the future’

Barbara Balm and Tom van Dillen have been asked for an exclusive interview for the Dutch Marketing Tribune regarding the ‘future’ role of video in China.
This online magazine has a broad network of executive marketing professionals within the Netherlands.

Greenkern is already supporting other Dutch clients like PostNL and Essent.

‘From Copycat to Innovator’
China has become an example for Europe in terms of digital development.
Barbara and Tom will take you through their experiences in Asia.
“ Horizontal Integration is key!”
This interview focuses on the marketing and video landscape in China.

Coming from Europe, Balm noticed that the digital landscape is much more integrated in China compared to Europe. In China, there are unlimited apps that offer the Chinese population an extremely high level of convenience.
Van Dillen adds that China started to develop everything immediately from a mobile device instead of having to convert from desktop to mobile like many other countries. The fast development towards 5G that is currently available combined with the fact that mobile data is relatively cheap, leaves China in an advanced position.
Starting platforms from mobile devices creates an opportunity of “horizontal integration.”
China started as a copycat, but gradually added their own (improved) features on top of existing features that came from the US and Europe. Now, this has reversed and many companies in Europe look to Chinese innovation ideas as building blocks for their development.
Balm: “They start on a low scale, but they quickly evolve because the entire logistical network is already there. In this way, they can serve consumers from different platforms at the same time, which isn’t yet possible in Europe.” According to Van Dillen: “They connect different eco-systems: E-commerce, payment options, information……etc. It is all-in one app, like a kind of super app.”

‘The level of convenience is very high’
The immense popularity of Tiktok shows that China has a leading role in the development of soft and hardware. In no-time this short-video app has become popular in Europe, but it was already introduced in Asia many years ago. In China there is something that we call “horizontal contagiousness.” Convenience has become such a common good that when consumers see a high level of convenience and integration within other industries, they immediately expect this same level in all industries.
This creates huge opportunities throughout the whole economy and encourages suppliers (competition) to offer the same kind of services.
According to Balm, “If you can’t offer the high level of convenience in China your product will fail to succeed!”

‘Revenue goes up when you do livestreaming’
Between AR, VR, 5G, and more, the opportunities to increase the quality of videos are getting bigger and bigger.
Interactive communication is not only via written text anymore but mainly via livestreams that rely on video communication. The same thing is popular with social commerce, where Chinese brands even join video companies. Eleven-Eleven, the Chinese version of “Black Friday,” has demonstrated significant increase in turnover numbers. Being “live” and in contact with your customers is essential to drive quick online sales. This proven boost in revenue will trigger Europe to adopt this video feature as soon as possible. The popularity of livestreams in China is directly linked to the norm of 24/7 availability. Where in Europe you often must wait for 24 hours before getting an online response, in China they are ready to do business around the clock.

“China is not so much aiming for a high level of consumer friendliness , but more a way of controlling the process where a premium is placed on speed,” according to Balm
Because of this speed, they keep the momentum of purchase relevant and find creative ways to upsell and cross-sell at the same time.

‘China is always on’
Integrating work and private life in China is completely normal.
Nothing stops after working hours and the Chinese society does not condemn this lifestyle.
According to the Chinese, this is just the way modern life functions.

Balm adds, “I hardly visit any stores. Daily products can be delivered in half an hour and older people even do gamified group buying outside in the parks.”
This says it all and shows that digitalisation has been integrated within the Chinese community from a very broad spectrum.
Balm notes that, “Whoever thinks that the level of digitalisation saves you time is wrong. You get easily distracted by anything available on your phone and this phenomenon only increases!”

‘Many answers can be found in China’
Van Dillen comments that, ”Often people see China as a threat because the country grows so fast. I would like to change this perception to look at China from a different angle.
Many answers, also regarding the future of video, can easily be found in China. Don’t look at China necessarily as a threat but as somewhat of a “cheat sheet for the future”. ‘

‘ Look at video to increase the level of convenience’
Balm advises that, “As a marketer you should look at video as a tool to improve the level of convenience, where the starting point is often how to serve the consumer in the best way.

What are the possibilities of video? What could we add to video? How can everything come together with a broader view of covering several platforms?”

This horizontal integration is essential and super interesting!
No matter if you are in China or in Europe, the mass consumer will always aim for a higher level of convenience. Original link