The online platform that hopes to help Australian and New Zealand fresh food brands gain a foothold in the bustling Chinese market

One of the leading consumer engagement platforms in China is planning to expand its involvement in the Australian and New Zealand fresh produce sectors, not only aiding sales, but also providing targeted market information.

Taeltech CEO Alex Busarov says the demand for high-quality fruits and vegetables is huge as disposable income in China grows across the country, which means there is competition for the same share of the wallet. – but just to be an “Aussie” or a Kiwi “is no longer enough to win hearts and minds. The company aims to facilitate commerce through direct engagement between fresh brands and consumers, and by using technology and experience in place.

“As a citizen of Shanghai, the richest city in China, I can say that we trust and love Australian fresh fruits and vegetables,” said Mr Busarov. “However, we also trust New Zealand, US, European and local brands. You have to differentiate yourself and we’re here to deliver the most agile market research, using our Marketplace as an experimental platform to test new ones. products, packaging, involving real consumers in interviews, product tasting, etc. Once the data is collected and organized, we apply AI and ML for rapid data analysis and human interpretation by our native data engineer. They are also consumers and could provide unbiased, bull-free commentary. In a few years, horticultural companies have shifted from operating bulk fruit to selling branded products directly to end consumers, and that is the domain of the potential of our collaboration with fruit growers, brand owners, packers and exporters. ”

He says Taeltech is an ecosystem of interaction between consumers and brands, designed to improve trust and understanding between the two parties. It includes a marketplace with thousands of products and is used by consumers in more than 500 cities in China, using “what-if-testing research” to experiment with new ideas and campaigns. It also includes a powerful loyalty program that drives consumer engagement and open tracking of Customer Relationship Management (CRM) products in a powerful AI-powered data platform.

“Unlike the archaic receipt scanners for data collection used by some research companies, our platform engages with the Chinese consumer through our own WeChat marketplace and entices users by scanning with our JIfen loyalty points,” a he declared.

“Instead of keeping only post-purchase data, the Taeltech platform captures information on the entire consumer buying journey – from decision-making to purchase. common electronics, users display behavior, as usual, allowing Taeltech to run various tests without biasing or compromising results in a tested environment. In addition to a wealth of consumer data, Taeltech excels in in-depth social listening. From a body of text, we can define consumer tribes and trends to target according to specific needs to improve the effectiveness of product communication, through the mapping of relationships with competing brands based on comparative mentions – and a ranking system, inspired by one of the founders’ chess hobbies. also another key product from Taeltech, measuring product reviews and understanding consumer engagement with the product eg conversion rates, time spent on page etc. and further segmentation of consumers by tribe with a clear insight into the structure of the market. “

The company has already engaged with Australian cherry growers as a technology partner in anti-counterfeiting and consumer engagement initiatives. In one case, NZ Cherry Corp used the unique anti-counterfeiting technology used in the Taeltech ecosystem, to protect Chinese customers. This cherry box technology has provided Chinese consumers with verifiable information that they are not dealing with fraudulent products.

Mr Busarov says it was initially via Near Field Communication (NFC) tags and then specially encrypted WeChat QR codes that allowed Chinese consumers to type the codes on the carton with their smartphones to display information about the product’s journey. across the supply chain.

“The system is able to generate information about consumers joining the ecosystem by scanning the products,” he said. “Instead of just knowing the locations and frequency of scanning, which is a standard feature of any tracking and tracing system, brands are able to learn the demographics and behavioral patterns of their consumers, and even ‘go further with personalized interviews, surveys and test samples of their consumers. Basically, by using the open consumer platform, fresh food brands are able to shine a light on the’ black box ‘that their own consumers are often in China. We also work with third party anti-counterfeiting systems. Laava Fingerprint is one of the security systems, OCP is fully integrated. Laava fingerprint can be used in addition to our identifiers for various consumer incentive programs, for example special promotions and contests outside of China, where the connected packaging allows you to participate in a competition or redeem points.

He added that the open consumer platform allows brand owners to establish more control over their relationships with consumers through connected packaging, while the secure code gives access to product information, to the brand history, personalized digital experiences and incentives for digitization, redeemable on our e-commerce. platform within the WeChat ecosystem.

Mr Busarov graduated from the London School of Economics and previously worked at McKinsey & Company as a consultant and Mead Johnson Nutrition as sales manager, before co-founding Taeltech. The company is active around the world, but primarily in Australia and Japan, where Mr Busarov says it’s all about selling smarter through knowing and trusting your consumers better.

“Depending on the position of Australian fresh food brands, there are few ways they could benefit from this,” Mr Busarov said. “For those new to the market: we are collecting 100,000-1 million social media and e-commerce comments in a specific product category in China to analyze consumer groups, how consumers react to different product messages, which factors are really important to them, etc. This helps to understand general trends and to avoid guessing questions like “is recyclable packaging important?” “Or” how important is the speed of delivery? But also, to generate specific assumptions about how best to sell a particular fresh product. We also digitally test the hypotheses generated on how best to market our client’s product. Should the packaging be red or blue? Should it be in Chinese or English or both? Is the taste reminiscent of a character from a traditional tale? Is it more appreciated by children than by parents? There is no need to guess or rely on “the experience of the marketing team,” consumers can definitively answer these questions. “

In addition to the opportunities described above, we offer participation in the Open Consumer Platform to brands that are already selling good volumes in China. Brands can place a unique tracking QR code on each pack of their products, consumers get points for scanning them, increasing participation rates. And later, those same consumers use the points on the brand’s products or other products available through the platform, allowing the brand to acquire cross-categorical information about their consumers’ behaviors and create opportunities for them. direct engagement.

“Taeltech has developed the Consumer Open Platform (OCP) for the exchange of fair value between consumers and brand owners. Every consumer interaction with branded products generates loyalty points that consumers can spend to shop in our marketplace. When brand owners or exporters of fresh produce interact with consumers through OCP, they not only learn about consumer demographics, including age, where they live, their family and their income. available. They also learn about the channels these consumers used to find and purchase the products. Brands will learn which social media platforms were most effective in communicating purchasing decisions to select their brand or that of the competition, which ecommerce platform or offline channels were preferred by buyers. sales and marketing strategies by selecting the appropriate social media channels and platforms. “

Taeltech has also partnered with Melbourne-based EXELPrint, we have led an anti-counterfeiting project for the cherry brand and exporter to China and plan to further expand our connected packaging services in Australia and New Zealand. -Zeeland, to help fresh produce brands compete successfully in China. .

For more information
Vadim Michine
Taeltech
Telephone: +61 451 821 577
vmishin@taeltech.com
www.taeltech.com