Despite the growing interest of brands and companies to the pan-Asian market, the region still remains not quite adaptable to European marketers. Learn the specificities of the Asian CX strategy.

Nowadays Asia Pacific is one of the biggest, constantly growing and changing markets in the world. Almost every businessman wants to break a way through the mad marketing world of APAC. On the chart below you can clearly see how the consumer expenditure in 5 largest Asian markets – China, India, Indonesia, Japan, Philippines – is increasing. Asian market size will be of US$8,300 billion in 2020 (in 2012 prices), an increase of US$3,068 billion.

However, there is a strong opinion that Asia-Pacific region does not exist in marketing terms. Why? The answer is quite simple. Needs, habits, customs and languages of Asian customers are so specific and fragmented across the region; thus there is no only customer experience (CX) strategy.  Campaigns need to develop a number of strategies according to the region. In the present article APAC regional CX strategy will be studied on a large scale.


Source: Euromonitor International from IMF/national statistics/Eurostat

The pan-Asia market today

It won’t come as a surprise that APAC region has the potential growth: the population is growing fast, consumer spendings are rising, the technological progress is going on. Fragmentation and variability from region to region in the pan-Asia market is the matter of concern for quite a few marketers. There are some obstacles they should keep in mind. First of all, it is varying adoption rates of digital and social media. Secondly, the adherence to both traditional sales environments and modern tendencies of e-commerce. Moreover, web/mobile usage varies greatly.  And finally, socio-economic factors are also very significant. Let us take a closer look at how to overcome all these challenges.


How to meet these challenges

  • Engaging customers market-by-market is more relevant than to develop a regionwide strategy.  Consistency is the key to cross-market success.
  • Talk to your customers in each of the markets of your interest. Conduct research, get customer feedbacks. According to them, set objectives for each market. As the result, you will elude wasting time and resources trying to satisfy local needs. Moreover, local teams would know for certain what to do to be successful.
  • Talk to your team about the customers regularly. The sophisticated tracking and analytics let you build up the organisational priorities and aims.
  • Remember that there is no single channel and common view of the customer in Asia. By the way, there is some interesting statistics:
  • In Malaysia and Singapore, consumers demonstrate a preference for in-store service and shopping over digital channels—the opposite of Hong Kong and India, where online and mobile experiences reign supreme. Even customer-service channel preferences are highly variable by market, with as much as 91 percent in China, 87 percent in India, and 84 percent in Singapore preferring different channels to meet their needs.

  • Mind that Asian consumers buy online twice as much as anyone else in the world. Look at some highlights of e-Commerce in APAC:
    • Revenue in the “e-Commerce” market amounts to mUSD 453,005.3 in 2016.
    • Revenue is expected to show an annual growth rate (CAGR 2016-2020) of 13.41% resulting in a market volume of mUSD 749,334.0 in 2020.
    • The market’s largest segment is the segment “Fashion” with a market volume of mUSD 115,661.2 in 2016.
    • User penetration is at 30.07% in 2016 and is expected to hit 42.16% in 2020.
    • The average revenue per user (ARPU) currently amounts to USD 571.10

    It is because of increasing number of middle class population with growing access to digital devices, products and services. The diagram below shows how number of mobile internet users in Asia Pacific has changed from 2009 to 2015.

Internet Users. Asia. Statistics

Thus marketing specificities particularly have to do with ‘content marketing’ – a kind of a ‘conversation’ between a campaign and a customer. To make this conversation successful you should study carefully people’s needs, habits, and traditions of every region. WelkerMedia has already overviewed recently some aspects of content marketing in China. The marketing automation is an extremely growing area for regional marketing. It presupposes the use of the mobile, web and search platforms, content management systems and the regional “content factories” etc. For instance, revenue in the “Digital Media” market amounts to USD 32,908.6 in 2016. Revenue in the “Digital Advertising” market amounts to mUSD 60,232.3 in 2016.

To sum up,  the better understanding how fragmentation of the Asian market work is the key to business success. Just plunge into the regional customer peculiarities, make a regular research, set goals and regional brand strategy. Weigh the pros and cons of startup in APAC, and keep in mind what the Asian CX strategy is.

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