{"id":123735,"date":"2024-08-26T13:11:03","date_gmt":"2024-08-26T12:11:03","guid":{"rendered":"https:\/\/www.artefact.com\/blog\/consumer-data-collection-in-china-how-can-brands-learn-what-they-need-to-know\/"},"modified":"2024-09-24T14:22:21","modified_gmt":"2024-09-24T13:22:21","slug":"consumer-data-collection-in-china-how-can-brands-learn-what-they-need-to-know","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/br\/blog\/consumer-data-collection-in-china-how-can-brands-learn-what-they-need-to-know\/","title":{"rendered":"Coleta de data do consumidor na China: como as marcas podem saber o que precisam saber?"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling article-author\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:#ffffff;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-bottom-small:8px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:50;line-height:1.2;\">Autor<\/h2><\/div><img decoding=\"async\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27150%27%20height%3D%270%27%20viewBox%3D%270%200%20150%200%27%3E%3Crect%20width%3D%27150%27%20height%3D%270%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2020\/11\/EDOUARD_DE_MEZERAC.jpg\" alt=\"Image\" class=\"lazyload artefact-elegant-image align-left article-author-image\" style=\"width: 150px; border-radius: 54% 46% 77% 23% \/ 74% 40% 60% 26%; overflow: hidden;\" width=\"150\" height=\"auto\" \/><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-three article-author-name-title\" style=\"--awb-text-color:var(--awb-color7);--awb-margin-bottom-small:8px;--awb-font-size:18px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Josefin Sans&quot;;font-style:normal;font-weight:600;margin:0;font-size:1em;--fontSize:18;line-height:1.5;\">Edouard de M\u00e9zerac<\/h3><\/div><div class=\"fusion-text fusion-text-1 article-author-description\" style=\"--awb-font-size:14px;--awb-line-height:1.6;--awb-letter-spacing:2px;--awb-text-transform:uppercase;--awb-text-color:var(--awb-color7);--awb-text-font-family:&quot;Roboto&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>Managing Partner China e \u00c1sia<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--link_color: var(--awb-color6);--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color1);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2 description\" style=\"--awb-text-color:var(--awb-color5);--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>A pergunta mais comum que as pessoas fazem a Edouard de M\u00e9zerac, Artefact CEO da APAC, \u00e9 que tipo de data uma empresa ou marca pode acessar sobre os consumidores na China. Muitas pessoas acreditam que a China \u00e9 completamente fechada.<\/p>\n<p>Mas acontece que esse n\u00e3o \u00e9 o caso. Se o senhor observar os ecossistemas digitais e onde os consumidores chineses realmente est\u00e3o, h\u00e1 tr\u00eas tipos de ecossistemas e tr\u00eas n\u00edveis de abertura.<\/p>\n<\/div><\/div><\/div><\/div><\/div><article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--link_color: var(--awb-color6);--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color1);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-justify-content-center fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-video fusion-youtube\" style=\"--awb-max-width:600px;--awb-max-height:360px;--awb-align-self:center;--awb-width:100%;\"><div class=\"video-shortcode\"><div class=\"fluid-width-video-wrapper\" style=\"padding-top:60%;\" ><iframe title=\"Reprodutor de v\u00eddeo do YouTube 1\" src=\"https:\/\/www.youtube.com\/embed\/m5IbOcdTUQE?wmode=transparent&autoplay=0\" width=\"600\" height=\"360\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/div><\/div><\/div><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">Tencent: Um ecossistema completamente aberto<\/h2><\/div><div class=\"fusion-text fusion-text-3\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>O primeiro ecossistema, a Tencent, \u00e9 totalmente aberto. Fundada em 1998 e com sede em Shenzhen, na China, a Tencent \u00e9 uma das maiores empresas de tecnologia e cultura da China, oferecendo com\u00e9rcio eletr\u00f4nico, computa\u00e7\u00e3o cloud, entretenimento, plataformas de Internet, plataformas operacionais e solu\u00e7\u00f5es de neg\u00f3cios. A empresa desenvolve e fornece produtos que mudam o jogo, incluindo as plataformas de comunica\u00e7\u00e3o social Weixin\/WeChat e QQ, usadas por mais de um bilh\u00e3o de pessoas.<\/p>\n<\/div><div class=\"fusion-text fusion-text-4\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>Se o senhor for uma marca no ecossistema da Tencent com um miniprograma ou uma conta oficial no ecossistema WeChat, \u00e9 como ter seu pr\u00f3prio aplicativo ou seu pr\u00f3prio site. Isso permite que o senhor colete data comportamentais sobre seus consumidores quando eles derem consentimento, de modo que eles fiquem vinculados ao senhor como marca, como operador do miniprograma e a esse ponto de contato. O ecossistema da Tencent \u00e9 totalmente aberto. O senhor tem total visibilidade e acesso ao seu data, o que, obviamente, o ajuda a construir seu dom\u00ednio privado.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-4 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">Tmall e Jing Dong: Um ecossistema semiaberto<\/h2><\/div><div class=\"fusion-text fusion-text-5\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>H\u00e1 um grupo intermedi\u00e1rio, que n\u00e3o \u00e9 nem totalmente fechado nem totalmente aberto. Isso inclui as plataformas de com\u00e9rcio eletr\u00f4nico Tmall e Jingdong. A Tmall, de propriedade da Alibaba, opera como um mercado em que marcas e comerciantes podem criar suas pr\u00f3prias vitrines on-line, dando-lhes mais controle sobre sua marca e experi\u00eancia do cliente. A Jing Dong, ou JD, opera mais como um varejista tradicional, possuindo estoque e operando seus pr\u00f3prios dep\u00f3sitos e centros de distribui\u00e7\u00e3o. Isso significa que as empresas que vendem na JD.com podem ter menos controle sobre sua marca, mas podem se beneficiar da rede de log\u00edstica confi\u00e1vel da JD.com.<\/p>\n<\/div><div class=\"fusion-text fusion-text-6\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>Como uma marca que vende nessas plataformas, o \u00fanico data de cliente que o senhor pode coletar - supondo que tenha um programa de CRM integrado na Tmall ou na JD.com - \u00e9 o data transacional. O senhor s\u00f3 tem o n\u00famero de telefone e o que essa pessoa realmente comprou. O senhor n\u00e3o tem nenhum data sobre o que o consumidor viu em termos de m\u00eddia na plataforma. O senhor n\u00e3o tem nada sobre o comportamento data individual na plataforma. Como resultado, a JD.com e a Tmall s\u00e3o as \u00fanicas que monetizar\u00e3o as percep\u00e7\u00f5es comportamentais dos grupos de consumidores na plataforma, mas esse \u00e9 o data agregado, n\u00e3o o data individual.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-5 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">Pesquisa e m\u00eddia social: Um ecossistema completamente fechado<\/h2><\/div><div class=\"fusion-text fusion-text-7\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>O terceiro grupo de ecossistemas \u00e9 um ecossistema completamente fechado. Esse grupo inclui o Little Red Book, o Baidu, o Weibo e o Douyin, a vers\u00e3o local do TikTok. J\u00e1 falamos sobre o Little Red Book em um artigo anterior. O Baidu \u00e9 o mecanismo de busca da Internet dominante na China. Seus recursos e servi\u00e7os s\u00e3o semelhantes aos do Google, mas seu foco \u00e9 a China. O Baidu censura os resultados da pesquisa e outros conte\u00fados de acordo com as regulamenta\u00e7\u00f5es chinesas. O Weibo \u00e9 uma plataforma de microblogs e uma das maiores plataformas de m\u00eddia social da China. Quanto ao Douyin e ao TikTok, embora ambos sejam origin\u00e1rios da mesma empresa, a ByteDance, o Douyin est\u00e1 dispon\u00edvel exclusivamente na China.<\/p>\n<\/div><div class=\"fusion-text fusion-text-8\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>Nesses ecossistemas, as marcas n\u00e3o podem coletar data de consumidores individuais. Elas s\u00f3 podem coletar vis\u00f5es agregadas de quem est\u00e1 realmente seguindo-as hoje. Em outras palavras, n\u00e3o h\u00e1 como obter o data comportamental ou o data transacional em n\u00edvel individual atualmente.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-6 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">Adapta\u00e7\u00e3o: A maneira de obter informa\u00e7\u00f5es sobre os clientes<\/h2><\/div><div class=\"fusion-text fusion-text-9\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>Navegar pelo cen\u00e1rio de coleta de data do consumidor na China exige que as marcas se adaptem \u00e0s caracter\u00edsticas exclusivas de cada ecossistema digital. Enquanto a abertura da plataforma da Tencent oferece acesso abrangente ao data comportamental, a natureza semiaberta da Tmall e da Jing Dong limita as marcas a insights transacionais. Por outro lado, os ecossistemas fechados de plataformas como Baidu e Douyin representam um desafio, pois restringem o acesso ao data do consumidor individual. Para coletar e utilizar efetivamente o data do cliente, as marcas precisam desenvolver estrat\u00e9gias diferenciadas que se alinhem \u00e0s oportunidades e restri\u00e7\u00f5es espec\u00edficas de cada ecossistema. Ao adotar essa abordagem, as marcas podem obter insights valiosos e construir relacionamentos mais fortes com os consumidores chineses de forma compat\u00edvel e inovadora.<\/p>\n<\/div><\/div><\/div><\/div><\/article><\/p>","protected":false},"excerpt":{"rendered":"<p>A pergunta mais comum que as pessoas fazem a Edouard de M\u00e9zerac, Artefact CEO da APAC, \u00e9 que tipo de data uma empresa ou marca pode acessar sobre os consumidores na China. Muitas pessoas acreditam que a China \u00e9 completamente fechada. Mas acontece que esse n\u00e3o \u00e9 o caso. Se o senhor observar os ecossistemas digitais e onde os consumidores chineses realmente est\u00e3o, h\u00e1 tr\u00eas tipos de ecossistemas e tr\u00eas n\u00edveis de abertura.<\/p>","protected":false},"featured_media":123736,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"blog-category":[22035],"blog-language":[2991],"class_list":["post-123735","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog-category-data-ai-consulting","blog-language-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog\/123735","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/types\/blog"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media\/123736"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media?parent=123735"}],"wp:term":[{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog-category?post=123735"},{"taxonomy":"blog-language","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog-language?post=123735"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}