TKEG Expat (China)’s Potential Marketing Collaboration - 奕資環球（中國）的潛在市場營銷合作
Director 指揮 ： KEITH YUNXI ZHU 朱耘希
Supervisor 監事 ： Ivy Yi Ren 仁一
Co-Authors 作者 ： Freida Chung Yan Lee
PURPOSE OF REPORT
報告目的
This report aims to emanate the compatibility between TKEG Expat (China)'s clients and an online-marketing agency based out of Canada (here and after referred as "Potential Collaborator X") in terms of a potential future partnership agreement.
本報告旨在測試奕資環球（中國）的客戶與一個加拿大的網絡營銷公司（從這裡開始以「潛在合作夥伴 X」代指）的兼容性，以談及未來的合作協議。
1.
Key Background
主要背景
TKEG Expat (China)'s Clientele: TKEG Expat (China)'s clients are primarily manufacturers from the Chinese provinces of Fujian and Guangdong that sell 3C products and clothing to the European market, using the ”Amazon Fulfillment (FBA)“ model, and have in-house marketing teams.
奕資環球（中國）的客戶: 奕資環球（中國）的客戶主要是中國福建和廣東省的製造商，他們將家用電器產品產品和服裝銷售給歐洲市場，使用「亞馬遜物流」模式，並擁有內部營銷團隊。“Potential Collaborator X”s: Expertise and Experience: "Potential Collaborator X" is a marketing firm based in Canada that primarily targets the 18-35 demographic via social media platforms, with access to a network of over 800 million creators, and has experience working with e-commerce companies in the U.S. and Canada market.
「潛在合作夥伴 X」的專業知識和經驗: 「潛在合作夥伴 X」是一家位於加拿大的營銷公司，以社交媒體平台為主要目標，擁有超過8億創作者的網絡，並擁有在美國和加拿大市場與電子商務公司合作的經驗。
2.
TKEG Expat (China)'s Clientele
奕資環球(中國)的客戶
TKEG Expat (China)'s current clients are primarily from the Chinese provinces of Fujian and Guangdong, with a specialty in selling 3C (computer, communications, and consumer electronics) products and clothing to the European market. The popularity of importing Chinese products into the EU market stems from a strong desire for Chinese manufacturers to be able to produce these products at both a reasonable and high-quality price point. As a result, it is likely to assume that TKEG Expat (China)'s clients are typically large manufacturers with production facilities in China.
奕資環球（中國）目前的客戶主要來自中國福建和廣東省，專門向歐洲市場銷售家用電器（電腦, 通訊, 消費電子）產品和服裝。中國產品進入歐盟市場的普及源於對中國製造商能夠以合理和高品質的價格生產這些產品的強烈需求。因此，可以假設奕資環球（中國）的客戶通常是在中國境內有生產設備的大型製造商。
Regarding operations, TKEG Expat (China)'s clients predominantly sell using the "Amazon Fulfillment (FBA)" model. As everything is considered an outsourced order by Amazon, this can help to reduce overhead costs, such as hiring a physical facility in the EU or staff. In addition to the FBA model, most TKEG Expat (China)'s clients have their in-house marketing team.
關於運營，奕資環球（中國）的客戶主要使用「亞馬遜物流 (FBA)」模型銷售。由於所有商品都被亞馬遜視為外包訂單，這可以幫助降低開銷，例如在歐盟雇用實體設施或員工。除了「亞馬遜物流」模型外，大多數奕資環球（中國）的客戶都擁有自己的內部營銷團隊。
3.
"Potential Collaborator X" Expertise and Experience
「潛在合作夥伴 X」的專業知識和經驗
"Potential Collaborator X" is a marketing firm based in Canada. They claim have access to a network of over 800 million creators, generating 1 billion or more social media impressions. They also claim to have one of the market's lowest cost per mille (CPM). This means they offer the lowest price per 1,000 impressions for an ad. On social media, this tool is known as a paid advertisement tool.
「潛在合作夥伴 X」是一家位於加拿大的營銷公司。他們宣稱擁有超過八億創作者的網絡，產生十億或以上的社交媒體曝光量。他們還聲稱擁有市場上最低的每千次爆光成本（CPM）。這意味著他們提供市面上最低的每一千次廣告爆光價格。在社交媒體上，這個工具被稱為付費廣告工具。
"Potential Collaborator X" Corp. primarily serves clients in the United States and Canada. Some of their previous projects include working with Hinge, an online dating app focusing on long-term relationships. For example, ”Potential Collaborator X" was able to create multiple 'memes' about the app to aid in their Instagram growth. Their primary goal was to assist in the creation of an organic meme format-type ad to encourage more Instagram users to engage with this app.
「潛在合作夥伴 X」主要服務於美國和加拿大的客戶。他們參與過的一些項目包括與 「Hinge, 一款針對長期關係的線上約會應用程序」的合作。例如，「潛在合作夥伴 X」能夠創造多個關於該應用程序的「迷因」，以幫助他們在 「即時電報， Instagram」 上增長。他們的主要目標是協助創建一種的「迷因格式」廣告，以鼓勵更多 「即時電報」 用戶與該應用程序互動。
Another project they collaborated on is QIWI, the first Cannabigerol cigarette manufactured in the United States. "Potential Collaborator X" increased QIWI's global audience and sales tenfold in the first month of working together. The same 'meme' strategy was used, with the addition of working with high-profile celebrities and Instagram influencers.
另一個他們合作的項目是「QIWI」，這是第一家在美國製造的第一個大麻萜酚香煙。「潛在合作夥伴 X」在與其合作的第一個月將「QIWI」的全球觀眾和銷售量提高了十倍。同樣的「迷因」策略被使用，還加上與高質量名人和「即時電報」上的網紅者合作。
In terms of experience and expertise in the European market, "Potential Collaborator X" has previously worked on a few projects from Europe, primarily in France and the United Kingdom. Their target demographic is typically from the aforementioned geographic areas, aged 18 to 35. As seen in the two projects presented above, "Potential Collaborator X" primarily works with e-commerce brands。Their target audiences are online, principally shoppers or social media users. This is implied by their mission statement and emphasis on advertising via social media platforms, with 'memes' serving as a primary differentiating tool.
在歐洲市場的經驗和專業知識方面，「潛在合作夥伴 X」之前曾在法國和英國的幾個項目中工作過。他們的目標人群通常來自上述地區，年齡在 18 至 35 歲之間。如上面提到的兩個項目所示，「潛在合作夥伴 X」主要與電子商務品牌合作。他們的目標受眾主要是線上購物者或社交媒體用戶。這可以從他們的使命陳述和強調通過社交媒體平台廣告中推斷出來，其中「迷因」是一個主要區分工具。
According to the analysis of both "Potential Collaborator X"'s experience and TKEG's clients, "Potential Collaborator X"'s previous clients appear different from TKEG's. The first point of distinction is that "Potential Collaborator X" primarily works with e-commerce companies and has little to no experience working with manufacturers who export their products. Second, the brands with whom "Potential Collaborator X" has collaborated appear to be start-ups or companies attempting to break into the market via social media. Because their business concepts are relatively new to the market, these companies, such as Hinge and QIWI, are aimed at “Generation Z” and “Millennials.” TKEG Expat (China)'s clients have established businesses that want to increase sales through Amazon by offering a wide range of products. The industries in which TKEG Expat (China)'s clients work are also mature. Manufacturers, for example, rarely create their brands; instead, they act as a supplier to other businesses. As a result, "Potential Collaborator X"'s and TKEG's clients appear pretty different in this regard.
根據「潛在合作夥伴 X」的經驗和奕資環球（中國）的客戶的分析，「潛在合作夥伴 X」的以前的客戶似乎與奕資環球（中國）的不同。首先，「潛在合作夥伴 X」主要與電子商務公司合作，並且沒有與出口產品的製造商合作的經驗。其次，「潛在合作夥伴 X」與之合作的品牌似乎是創業公司或試圖透過社交媒體進入市場的公司。由於他們的商業概念對市場而言是相對新穎的，這些公司，如「Hinge」和「QIWI」，面向「網生世代」和「千禧世代」。奕資環球（中國）的客戶是成熟的企業，他們希望通過提供各種產品在亞馬遜上增加銷售額。奕資環球（中國）的客戶所從事的行業也是成熟的。例如，製造商很少創建自己的品牌；相反，他們充當其他企業的供應商。因此, 「潛在合作夥伴 X」的客戶和 奕資環球（中國）的客戶在這方面顯得相當不同。
4.
Price and Promotion
價格以及行銷
Price: Given that TKEG Expat (China)'s clients have their internal marketing team, it is unlikely that they will be prepared to spend additional money on boosting their internet visibility if their current marketing strategy is already successful. Furthermore, optimizing listings with “SEO” tends to be more critical than actually selling the product to raise product awareness on the Amazon marketplace. Maximizing listing visibility is essential for maximizing sales on Amazon. The primary strategy is "internal promotion," which involves getting the product into the "buy box" and making sure it doesn't appear after the first page of search results by optimizing the text match, price, availability, selection, and sales history to rank listing. Furthermore, TKEG Expat (China)’s clients have yet to work with other marketing agencies in China. As a result, if they have yet to try marketing agencies in China, this could pose a problem regarding their willingness to outsource their marketing to a Canadian-based agency.
價格: 由於奕資環球（中國）的客戶擁有自己的內部營銷團隊，因此如果他們目前的營銷策略已經成功，他們可能不願意花額外的錢來提高他們的互聯網可見性。此外，使用「搜索引擎優化」來優化網絡商品往往比實際銷售產品提高產品知名度更為關鍵。在亞馬遜市場上最大化商品的可見性是最大化銷售額的關鍵。主要策略是「內部推廣」，其中包括將產品置於「購買框」中，並確保它不會在搜索結果的第一頁之後顯示，通過優化文本匹配、價格、可用性、選擇和銷售歷史來排名網路商品。此外，奕資環球（中國）的客戶尚未與中國其他營銷機構合作。因此，如果他們尚未嘗試中國的營銷機構，這可能會對他們將營銷外包給加拿大的機構的意願構成問題。Promotion: TKEG Expat (China) must provide a new marketing service to its clients while maintaining the classic 'high-end' style approach for which TKEG Expat (China) is known. Because most TKEG Expat (China)'s clients do not speak English, a direct referral of "Potential Collaborator X” to clients is unlikely to be successful. As a result, referring them to a Canadian/European partner makes little sense in terms of communication and efficiency.
行銷: 奕資環球（中國）必須在向其客戶提供新的營銷服務的同時保持奕資環球（中國）的經典的「高端」風格。由於大多數奕資環球（中國）的客戶不說英語，直接向客戶推薦「潛在合作夥伴 X」可能不會成功。因此，將他們推薦給加拿大/歐洲合作夥伴在溝通和效率上並不合適。
Therefore, it is more appropriate for TKEG Expat (China) to develop a marketing service that provides specialized insights into “SEO" or even collaborate with "Potential Collaborator X" on specific projects if a 'meme-like style' is required. For example, if TKEG Expat (China) can gain more clients in the start-up or e-commerce sectors, "Potential Collaborator X" may be used to work on these projects.
因此，奕資環球（中國）更適合新開發一種提供專門針對「搜索引擎優化」的營銷服務，或者在需要「迷因」風格的特定專案中與「潛在合作夥伴 X」合作。例如，如果奕資環球（中國）能夠在初創公司或電子商務領域獲得更多客戶，「潛在合作夥伴 X」可能會被用來執行這些項目
5.
Further concerns:
更多疑慮
Marketing Strategy Compatibility: "Potential Collaborator X"'s focus is on using humor as a viral marketing tool, as stated in their mission statement, "elevate brands through meme-type ads." While this may work well with western audiences and garner market attention, there may be a cultural mismatch in that TKEG Expat (China)'s clients may want to avoid their products being advertised in a meme-like fashion. While China's marketing strategy has shifted to a mobile-first consumer, it still takes a more traditional approach to use influencers to explain and sell products, with humor content included very rarely. Furthermore, Chinese clients may not be able to understand western humor. As a result of the disparity between Chinese and Western humor, strategies to communicate with clients must be modified.
營銷策略兼容性: 「潛在合作夥伴 X」的重點是利用幽默作為爆紅營銷工具，如他們的其使命陳述所述， 「透過迷因類型廣告提升品牌」。雖然這可能會很好地適用於西方觀眾並獲得市場關注，但在文化上可能會出現不匹配，因為奕資環球（中國）的客戶可能希望避免以「迷因」的風格來廣告他們的產品。儘管中國的營銷策略已經轉向移動端首要消費者，但仍然采用傳統方法使用影響者解釋和銷售產品，很少包括幽默內容。此外，中國幽默與西方人不同，中國客戶可能並不能理解西方幽默之間，與客戶溝通以及推介的策略必須進行修改。
Product Differences: Because TKEG Expat (China)'s clients are primarily in the textiles and 3C industries, considered traditional and mature industries, excessive marketing efforts are difficult to justify. The fact that TKEG Expat (China)'s clients sell via the FBA model indicates that they are looking for the cheapest way to enter a foreign market such as the EU. This is because the “FBA" model provides a simple and direct path for various suppliers to list their products on the market without incurring high overhead costs. As a result, most of TKEG Expat (China)'s clients' products are unlikely to have a customized advertisement approach; instead, the goal of selling large volumes is more likely. Price and quality are the most critical differentiators when competing on sales volume. As a result, cost reduction may be essential for TKEG Expat (China)'s clients. This may make convincing TKEG Expat (China)'s clients to engage in additional marketing efforts difficult.
產品差異: 由於奕資環球（中國）的客戶主要在紡織品和家用電器產品行業，被認為是傳統且成熟的行業，因此過多的營銷努力難以解釋。奕資環球（中國）的客戶通過「亞馬遜物流」模式銷售的事實表明，他們正在尋找進入歐盟等外國市場的最便宜方式。這是因為「亞馬遜物流」模式為各種供應商提供了將其產品列入市場的簡單直接途徑，而不產生高額開支。因此，奕資環球（中國）的大多數客戶產品不可能使用訂製的廣告; 相反，需要銷售大量的產品則更有可能。在競爭銷售量時，價格和質量是最關鍵的區別因素。因此，降低成本可能對奕資環球（中國）的客戶至關重要。這可能使奕資環球（中國）的客戶難以被說服參與額外的營銷活動。
"Potential Collaborator X”’s Expertise Does not Match: "Potential Collaborator X" may need more expertise and capability to work with TKEG Expat (China)'s clients via the FBA model because they do not appear to specialize in “SEO” or internal promotion capabilities. While "Potential Collaborator X" provides a one-of-a-kind external promotion channel, the applicability and impact to TKEG Expat (China)'s clients may be limited due to the nature of their business.
「潛在合作夥伴 X」的專業知識不匹配：「潛在合作夥伴 X」可能需要更多專業知識和能力與奕資環球（中國）的客戶合作，因為他們似乎不專門從事「搜索引擎優化」優化或內部促銷能力。雖然「潛在合作夥伴 X」提供了獨特的外部促銷渠道，但由於其商業性質，其適用性和對奕資環球（中國）客戶的影響可能有限。
7.
CONCLUSION
總結
While "Potential Collaborator X" may have a unique approach to marketing through social media, their expertise and experience in e-commerce and targeting a young demographic may not align with TKEG Expat (China)'s clients who are primarily manufacturers in the traditional and mature industries of textiles and 3C, and are looking for cost-effective ways to enter the European market via the Amazon Fulfillment (FBA) model.
雖然「潛在合作夥伴 X」可能有一種通過社交媒體進行營銷的獨特方法，但他們在電子商務和面向年輕人群的專業知識和經驗可能與奕資環球（中國）的客戶不符，這些客戶主要是傳統和成熟的紡織和家用電器行業的製造商，並尋求透過「亞馬遜物流 (FBA)」模型進入歐洲市場的成本效益方法。
Additionally, "Potential Collaborator X" may not have the expertise in SEO optimization and internal promotion capabilities that TKEG Expat (China)'s clients require. Therefore, it may be more appropriate for TKEG Expat (China) to establish further negotiation when TKEG Expat (China) has acquired more clients in the Startup and E-commerce section. Or, collaborate with "Potential Collaborator X" on specific projects if a 'meme-like style' is required for a target market that aligns with "Potential Collaborator X" expertise.
此外，「潛在合作夥伴 X」可能缺乏奕資環球（中國）的客戶所需的「搜索引擎優化」和內部促銷能力。因此，如果奕資環球（中國）在獲得了更多初創企業客戶和電子商務客戶後再與「潛在合作夥伴 X」會更加理想。或著，在需要「迷因」風格的特定專案中與「潛在合作夥伴 X」合作。
