Shike: A New Marketing Model Thrives in Beijing

Beijing trend-spotter, cool-hunter and documentarian, Alessadro De Toni, comes through with an inside look at a new model for online marketing and shopping.

Shike (试客) means “testing customer,” and is now a registered trademark and a new business model launched just a few days ago in Beijing. It’s a website, a market research company, and a franchise with 4 shops in Beijing with a plan to expand the network city-wide.

For one yuan a day, you join the Shike club and receive 3 product samples a day. You might receive a drink, a box of tissues, and a sample of luxury skincare. Definitely a good deal. Once people receive the sample, they’re incentivized to give feedback on the product. The more they comment on products, the more points they receive, which translates into discount coupons and more prestigious samples.

The formula is smart and simple. The possibility of testing new products satisfies consumer curiosity while inflicting minimal damage to one’s bank account. Secondly, it gives brands meaningful feedback on their product, and may even create a buzz if the sample impresses Shike members.

Lets not forget the growing popularity of online shopping amongst China’s urban youths. Thanks to websites like Taobao.com, online shopping and product reviews have become a staple for much of China’s internet users. In 2009, 87million people purchased goods online, most of them students aged 18-30. This tendancy will grow exponentially as new youths turn to the internet for all their shopping needs.

Will Shike be the “future of shopping” as the website says? Of course the business is new and only time will tell, but tryvertising and massclusivity are very certainly useful cards to attract young Chinese “taobuyers” generation.

For more from Alessandro De Toni, check out his website.