![]() The QR codes are for example put on food packaging, to allow users to see the supply chain of their foods or groceries. QR codes are widely used in mobile payments, in search and in advertisements. That is not true for China, as well as other developing countries, who have made a tiger leap from cash to cashless societies, while simultaneously growing from a few million internet users to today with 940 million internet uses, who are largely “all mobile all the time”. In the 2000’s their mainstream debut was not well received, and in many Western countries it seems it emerged too early. QR Codes made their entry from the mid-nineties when they were originally invented to trace carparts. The data and analysis of consumer behavior on the platform is instrumental in the model, according to PinDuoDuo themselves. In turn PinDuoDuo leverages the data collected to help the entire upstream supply chain, so that merchants may produce according to demand rather than producing with waste and overcapacity. The platform is based on a consumer2merchant model and emphasizes group shopping enticing the consumer to invite his or her social network to buy together to drive down the price and gain discounts. You may have heard of PinDuoDuo, a five-year old company with more than 700 million users and valued more than 100 billion UDS. Without any fanfare one of those platforms using both gamification and social- elements of shopping has risen to become among the biggest e-commerce platforms in the world and in China. But there are also platforms that are specifically focusing on e-commerce + social. Following this, TikTok is to a wide extent one of the first movers collaborating with Taobao live to integrate video and shopping. In the early days, merchants were selling directly on Wechat, the largest social media in China. The high integration of social-media and click-now-buy-now is considered normal in China by now. Both examples use gamification to retain the users on the platform, collecting data and understanding their behavior. Users could interact and take care of the cat and collect coins based on this behavior, that could in turn be traded in for discounts. Alibaba launched a virtual cat that existed inside the Taobao/Tmall app. Other examples are from the recent Singles Day, China’s and the world’s largest shopping festival. You collect badges and can share with or compete with friends and monitor brands’ activities – all inside the Alipay app. Once you have enough points you can donate these to plan an actual tree or to somehow protect nature. Throughout the day the app will nudge you sending you notifications. The further you walk in a day or the more bike rikes you take, the more points you can collect. It gives users green Co2 points based on actual physical behavior and shopping behavior. Alipay launched AntForest, a mini game inside the payment platform, in 2016. Alipay is the main mobile-payment service in China sitting on 95% of the mobile payments with Tencents Wechat. One of the most integrated examples of how gamification is fueling data and changing consumer behavior is Alibaba owned Alipays AntForest game. Gamification and influence on consumer behavior is not news in China, however it keeps evolving. ![]() Accelerated by Covid-19, many traditional industries like travel, automotive and real estate made their first attempts into this method of reaching consumers attention. Most noteworthy, one of the most famous livestream stars in China, Viya, managed to sell rocket launches for USD 5.6 million via livestream -check that out right here. The market for livestreaming has already matured, and luxury brands are already there, while even CEO’s from major companies like C-trip, Alibaba and Gree are active, dressing up and playing along for specialized streaming PR- and sales activities on livestream. Social media platforms like TikTok (Douyin), Kuaishou and Bilibili have quickly enabled one-click shopping by collaborating with for example, Taobao live. In China, this has been evolving for the past five years, and on last year’s Single’s day, sales from livestream made up 10% of all revenue. While COVID-19 shut down much of the world and consumers flocked to online entertainment, many ecommerce platforms started experimenting with live streaming. Could you imagine buying a car online via live stream? Or maybe pay for a guide taking you on a virtual tour in the Forbidden City? That is what is happening these days.
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