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Topics

What are the Benefits of Outsourcing to China?

Key Takeaways

1. China has become a leading country globally in business processing, manufacturing, and Information Technology (IT) outsourcing opportunities for foreign companies. 

2. Education is highly valued in Chinese culture — this means as an outsourcing destination, foreign companies will have access to an immense pool of highly educated individuals with specialized skills to meet current and future market demands.  

3. One of the top benefits of outsourcing to China is cost saving, while key disadvantages can be related to quality control and Intellectual Property (IP) concerns.

4. There are a several issues related to compliance that need to be overcome when outsourcing to China – A Global PEO can help mitigate any compliance challenges, ensuring a smooth transition into the Chinese market.

China has advanced to be one of the world’s leading outsourcing nations — expanding as more than a manufacturing hub to catering in outsourcing opportunities across other capacities – such as business process and IT outsourcing.

As the most populated country in the world, China presents a unique opportunity to foreign companies to increase their access to a vast pool of talent, skills, services, and entry into neighbouring markets. Not only can this cut costs and maximise profits but improve the overall efficiency in business operations – ultimately setting them apart within their internal markets.

This article will highlight China as an outsourcing destination and discuss the top benefits and disadvantages companies need to consider when choosing to outsource to China in any capacity.

What is the definition of outsourcing?

In business terms, the practice of outsourcing is when a company looks to hire a third-party to perform duties, create goods, support operations, or provide a service to the company. Some examples of a third-party source is an individual with specialised skills (think consulting), an entire department (IT, HR, legal or accounting), a software solution (SaaS or PaaS), or a specific service (data entry, content creation, marketing etc.). Companies choose to outsource to lower costs and improve efficiencies and gain a strategic competitive advantage. A company can outsource onshore, offshore or to neighbouring countries.

What types of business activity can be outsourced to China?

China is constantly expanding its aptitude for outsourcing opportunities in business processing, manufacturing, and IT outsourcing. Below will be a brief rundown for each of these categories and highlight some common business activities associated with each that can be outsourced to China.

Business process outsourcing to China

In recent years, the Chinese market share for providing business process outsourcing (BPO) services to foreign companies has seen exponential growth. BPO services that are commonly outsourced to China include both front and back-office processes. The top types of BPO services include accounting processes such as payroll solutions; administrative tasks such as data entry; customer experience through contact centres; procurement services; digital marketing; content creation and travel reservations and itinerary bookings..

Manufacturing outsourcing to China

China is the world’s largest manufacturing nation, cultivating it’s leading position since the 1950’s with major industrial reforms. This makes China a goldmine to foreign companies if seeking to outsource all or part of their manufacturing needs. Even some of the biggest consumer-oriented multinational companies such as Apple and Tesla have chosen to expand or completely base their manufacturing facilities in China. The most common products that can be outsourced to China include electronics, clothing and textiles, shoe manufacturing, furniture, and plastic products.

IT outsourcing to China

The drive towards digital transformation globally has enabled China to create a solid foundation to build and provide IT outsourcing opportunities. In-house software development is renowned for being a costly undertaking for any business, so being able to acquire high-quality solutions at a fraction of the cost makes China a lucrative choice with foreign companies. As with its ever-growing market of  innovative local software solutions, companies can also outsource database development, web development, virtual helpdesks, application support and management services across all these avenues.  

What are the benefits of outsourcing to China?

Below will be a brief synopsis of the top three benefits of outsourcing to China.

Cost Saving

The undisputable principal reason and benefit for companies to outsource to China is that its cost effective across several avenues. China presents numerous opportunities to save cash and maximise profits, while presenting ample access to an abundance of local talent across many industries. There is also the benefit of lower salary caps for basic or specialised skillsets and cheap access to raw materials and manufactured goods.

Additionally, many mundane and repetitive business processes such as employee onboarding or purchase order processing – once tasks that could only be completed through manual labour – have been transformed into autonomous and effective technological solutions. China presents copious opportunities to adopt locally developed software in an increasing array of business processing tasks. This presents companies with a unique opportunity to eliminate all associated human labour costs either partly or in their entirety.

Access to a massive, growing consumer market

As the most populated country in the world, choosing to outsource to China instantly presents companies access to one of the fastest growing and largest consumer markets globally. Building on this benefit pinpoints to China’s convenient geographic location, producing further market entry access advantages if looking to introduce products into other Asian and European markets.

Highly educated and skilled potential workforce

Prior to the COVID-19 pandemic, the Chinese economy was already undergoing rapid changes that focused on launching initiatives towards education, training, and its supporting infrastructure. These initiatives also surround the development of technical skills that support technological innovation and adoption.

Additionally, education is highly valued in China and considered a great source of pride linked with enhancing a person’s worth and career. The key benefit of this makes China home to an immense pool of highly educated and rising talent that can meet current and future market demands.

What are the disadvantages of outsourcing to China?

It’s important to recognise and understand what the disadvantages are with any new business endeavour. Here are the top three disadvantages that should be considered when choosing to outsource to China.

Compliance

Companies looking to hire foreign talent in China need to take a few things into consideration. Chinese employment and labor law are relatively complex and are subject to round the clock audits and enforcement by the Chinese Government. There is also a competing tension between policies for accelerating and controlling innovation – emphasised by the creation of the Chinese Social Credit System, a system to control and determine a company’s “trustworthiness” in their business operations. It is important to understand these regulatory systems and the potential consequences of non-compliance when outsourcing to China.

Control

For businesses that like to have control over their business processes, this can sometimes get lost if outsourcing to external agencies. Outsourcing to China can run the risk of facing quality control issues, intellectual property (IP) violations and differing standards for monitoring of task and employee performance.

A key consideration if a company is looking to outsource its product manufacturing surrounds the fact that quality control practices in China are still underdeveloped across many industries. Quality control issues can mean your product does not meet the local standards as set out in your local jurisdiction. 

China also has had instances in the past where foreign Intellectual Property (IP) rights and international copyright standards have not been respected. Highly problematic if you’re looking at creating or have an existing cutting-edge product on the market.

Both these points can have a significantly negative impact for a company, both financially and reputationally if not taken into consideration.

Language and Cultural differences

Finally, as a consideration when looking to outsource to any country, language and cultural barriers can pose a considerable challenge. Although language barriers are easy to overcome, cultural ones can prove more difficult and result in a misalignment in business vision moving forward.  

In a recent Deloitte survey, 27 percent of respondents identified as a key learning from prior outsourcing, the importance of a third-party strategic advisor. If you have no local connections in China, you might consider hiring a Global Professional Employment Organization (a ‘Global PEO‘) to facilitate your entrance into the Chinese market. Global PEOs can also help companies with an existing presence in China, but who are concerned they are not meeting their compliance requirements.  

These third-party companies take over and maintain compliance through rigorous contracts. This ensures a business is and can remain compliant in their new market. Although considered a cost-effective measure to get the ball rolling, it can take considerable time researching to find an appropriate Global PEO that is good value for money and can cater to all required business needs.  

Conclusion

If your company is seriously looking at outsourcing to China but is not sure where to even begin – then Horizons can provide the needed support in getting the process started. For example,  Horizons are leading experts in providing China Payroll solutions, acting as the employer of record within China, saving on costs and the need to establish a legal entity in China. This means you will be able to begin quickly and compliantly trading in China. Check out how Horizons can help your business expand globally.

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Marketing Sales

How to activate retail data across the funnel

Retail data — it’s hardly the new kid on the block, yet it’s top of mind for many marketers right now. Why?

With a surge in online shopping in recent years, major retailers have amassed troves of data from loyalty programs, consumers’ purchases and more — and have made this set of superior data signals available to advertisers along the way. Though 80% of purchases still take place in stores,1 marketers can leverage retail data from both in-store and online purchases to gain deeper insights into their consumers’ unique demographics and shopping behaviors.

Retail data is “clean,” meaning it provides deterministic insights and verifiable information about consumers. Deterministic data signals are well known elements for lower-funnel and last-click strategies, but marketers are seeing success across all consumer touchpoints — from awareness to point of sale.

Did you know?

91% of U.S. advertisers plan to either maintain or increase their investment in retail data in the next couple years.2

As more retail data becomes available, both super-users and nonusers should consider activating it across campaigns with a more holistic approach in mind. Here’s how:

Aim to extend reach by starting with audience seeds

If you’re looking to extend your audience reach and engage customers, retail data insights enable you to do so across a range of media channels. One of the challenges many advertisers face is that they either don’t have first-party data or the data they do have access to may not be usable or scalable. Enter retail data. This data set can serve as a foundation for advertisers building out their campaign seeds — the first step to creating a campaign within Kokai.

For those bringing robust first-party data to the table, you can explore how retail data can augment, complement or even shift your audience strategy within our platform. Retail data also helps you amplify audience and campaign targeting strategies, regardless of if your brand sells product with the retailers providing that data.

Don’t limit your retail data strategy

Many brands want to be able to capture consumers’ attention by driving awareness on Connected TV (CTV) and then retarget them with a conversion message on the websites they visit across the open internet. You can leverage the powerful insights provided by retail data to help drive bottom-funnel strategies, sure, but there’s a myth that such data can only be used to drive campaigns focused on outcomes or sales. Retail data can certainly be leveraged at the awareness and consideration phases of a campaign as well.

Consider how a CPG brand releasing a new yogurt product could create awareness by incorporating retail data into their new campaign: To reach consumers most likely to purchase, they’ll start by building an audience of verified buyers appended with retail data, which may look like the following…

The campaign parameters will be set up to reach these audiences across media channels and with controlled frequency across CTV and audio platforms. During a midcampaign review, the CPG brand will evaluate which audiences are driving the most unique reach, adjusting the campaign as necessary. Following a successful campaign flight, you can access incremental reach, cost per unique household, completion rate and other relevant metrics to help you accomplish your campaign goals.

Close the loop with more precise measurement

Marketers aiming to hold media spend accountable to business outcomes need to look no further than retail measurement capabilities. Retail data can help close the loop between the media you’re running and the impact it’s having on in-store and online sales. No longer reliant on proxies alone (click-through rate and video completion rate, for example), you can now leverage strong, deterministic signals that can help you optimize campaigns midflight as well as attribute ad campaigns to business impact (closed-loop attribution).

It’s possible to see how your ads are driving online and in-store sales outcomes with our  Retail Sales Index (RSI) . RSI offers you an understanding of performance across multiple retailers with a single report and standard attribution methodology. For brands looking to supplement first-party data with third-party retail data, RSI will provide consolidated insights leading to better investments and growth. And for those brands without their own first-party data sets, RSI can help unlock actionable insights and give you the context needed to optimize campaigns on our platform.

Take the next step

Since the advertising ecosystem is still adjusting to include this type of data, you’ll have a first-mover advantage when it comes to enabling retail data for your media plans. You can start today with seeds and even augment your advertising strategies with RSI and the Quality Reach Index to help improve campaign performance. By bolstering campaign data and qualifying the reach of each campaign, you can achieve marketing success for your brand.

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Topics

Best practices for better conversion lift

Most marketers want to answer one key question: Did my ads actually cause new-customer behavior, or would the people who saw my ads have converted anyway? 

Most marketers want to answer one key question: Did my ads actually cause new-customer behavior, or would the people who saw my ads have converted anyway?

Even the most advanced attribution models don’t resolve this question. Sure, they can help you understand how many of the people you reached went on to make a conversion. This can lead to helpful insights about your audience, including where to find them and how they are interact with your brand. But at the end of the day, many marketers use last-touch attribution, which only shows a correlation between an ad exposure and a conversion; it doesn’t measure causation or incremental lift. In other words, it doesn’t tell you if seeing your ad actually caused a person to convert.

This is where Conversion Lift comes in. By using Conversion Lift experiments to measure campaigns on The Trade Desk, you can understand how your ads are driving incremental results. You can answer questions like:

  • What is the impact of my media spend on The Trade Desk in driving incremental conversions?

  • Which of these three Connected TV (CTV) creative assets drove the most incremental conversions?

  • What audience strategy drove the most incremental conversions?

How does Conversion Lift work?

Conversion Lift uses test and control groups to compare the behavior of people who were exposed to your ads to other people from your target audience who were not exposed to your ads.

We’re essentially running an experiment to see if the variable of serving an ad to someone causes them to take a specific action — in this case, engaging with your brand in some way, whether that’s going to your website, visiting a store, or buying a product.

With some advertising platforms, lift experiments require a certain level of investment in public service announcement (PSA) ads. This is not the case with our solution. We use a process sometimes known as ghost bidding. Once a user is eligible to be bid on by a client’s ad media, they are randomly assigned to either a test or control group. If a user is assigned to the test group, we place a bid to show the user the ad; otherwise, we mark that we would have bid and they’re put into the control group (aka holdout). This means you don’t have to set aside any of your media budget for PSA ads, as there’s no additional cost to run Conversion Lift.

So how do we run Conversion Lift experiments on The Trade Desk?

1. First, you need to define the conversion event you want to measure for the campaign. Ideally the tracking tags are set up and collect data for at least two weeks (ideally a full month) before the experiment begins.

2. You work with your rep at The Trade Desk to set up the campaign, define audience targeting, and adjust the relevant cross-device settings.

3. Our platform then creates randomized statistically sound test and control groups based on your target audience, using our cross-device graph to ensure that all devices for a single user are assigned to the same group. We bid on the test group only, and the control group comprises a similar set of users we would have bid on but don’t.

4. We track conversions and compare the differences in conversion behavior between the test and control groups (which are essentially the same) to analyze, understand, and report on incremental lift in conversion events driven by ad exposure.

The next lift phase: single-cell vs. multicell experiments

The standard Conversion Lift experiment is called single cell and it helps you understand if your campaign spend is working to drive incremental conversions.

But things really start getting interesting when you consider multicell experiments. These give you the ability to conduct true hypothesis testing in our platform, with experiments that aim to answer the question “What is the best way for my campaign to drive incremental conversions?”

With multicell experiments, you can test a variety of variables:

  • Creatives. Compare different creative variations (such as alternate copy or visuals).

  • Media channels. Compare different channels and media-mix strategies (such as video versus display versus both).

  • Frequency. Test multiple frequency caps to uncover optimal ad exposure.

  • Recency windows. Discover the best way to retarget by comparing recency windows

Conversion Lift best practices

While Conversion Lift may sound like the perfect solution, it does not always make sense for every advertiser or campaign. For example, if you’re running a mass-reach campaign outside of The Trade Desk, let’s say on linear TV, then it’s likely that the control group will be contaminated due to ad exposure from non-The Trade Desk media. In this case, Conversion Lift may not be the right fit.

Once you’ve determined that it is the right fit, there are some nuances to setting up experiments and interpreting results. Here are some best practices that we recommend:

  • Feasibility:

    • Channels: Are you running on channels that are supported? Currently we support display, video, CTV, audio, and native.

    • Conversion types: All online conversions and in-app events are eligible for Conversion Lift experiments. We also support several offline conversion events.

      • You can measure lift in foot traffic from several location partners, including PlaceIQ, Foursquare (including Factual), and Adsquare.

      • You can also measure other offline conversion events, such as in-store sales from a weekly data feed, from partners like LiveRamp.

    • Tracking-tag (pixel) placement: Tracking tags must be set up and collecting data for at least two weeks (ideally a full month) before the experiment begins. This enables us to confirm that test and control users had similar conversion behaviors before the test group was exposed to ads.

    • Conversion Lift experiments can only run on decisioned media. This is not a good solution for programmatic guaranteed campaigns, since we’re not able to withhold ads at a user level.

    • Single-cell experiments

      • If you’re trying to understand the overall impact of an advertiser’s media within our platform (on top of any external media), the experiment should be done at the advertiser level so that the control group remains consistent across all campaigns and is not exposed to any of the advertiser’s media from our platform. This is recommended, especially if you’re using the product for the first time, as it will lead to the highest levels of lift.

      • If you’re trying to understand the impact of a subset of campaigns/ad groups on top of all other media running on (and outside) our platform, the experiment should contain this subset such that the control group does not receive ads from the chosen campaign but does from all other campaigns running for the advertiser.

    • Multicell experiments

      • We recommend testing a maximum of four cells for a single experiment to get statistically significant results without impacting scale.

      • Holdouts: You can choose anywhere from 5 percent to 50 percent for your holdout group, but we typically recommend around 20 percent. The larger the holdout, the greater the probability you will detect lift (if it exists), but the more it can impact your campaign’s ability to scale.

      • Cross-device: You should enable the appropriate cross-device targeting settings for all audiences in your experiment to ensure that all devices from a person or household are assigned to the same group (test versus control).

  • Results:

    • Results can vary greatly depending on the the brand, campaign, target audience, and conversion events

      being tested. This means we cannot provide benchmarks for Conversion Lift results.

    • Generally, we recommend taking an iterative test-and-learn approach, trying out different variables to gather actionable insights.

Whether you’re running single- or multicell experiments, we always recommend implementing a learning agenda by thinking through the hypotheses you want to test with Conversion Lift. Testing different variables can help you understand how your media investment is driving incremental conversions so you can try to achieve more efficient performance and make better investment decisions.

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