SHOPMACHER and Nekom bring Osram to China

In China, e-commerce sales channels work completely differently than here in Europe: the all-encompassing and dominant online medium there is WeChat. The service, originally developed as a messenger for smartphones, now dominates online events in the Middle Kingdom with an extremely wide range of functions. This applies to the private sector as well as to business. This outstanding importance of WeChat must therefore also be taken into account when developing strategies for the digitization of B2B sales channels.

For Osram, which has long since transformed itself from an illuminant manufacturer into a globally active high-tech company in the field of lighting technology, China has for many years been an important and growing market that is being adequately developed. Osram sells selected ranges there via distributors to workshops. The addressing and the complete processing of commerce transactions for workshops are now carried out in line with the market via WeChat.

MOBILE-ONLY CONCEPT FROM SHOPMACHER

The underlying “mobile-only concept” as well as the development of the design, the user experience and the underlying processes come from the e-commerce special agency Shopmacher from Gescher in Westphalia, which has thus created optimized access to Chinese B2B commerce for Osram .

B2B CULTURE CLASH AS A CHALLENGE

A particular challenge in the context of concept development and implementation was to reconcile the special features of the WeChat application and the widely different habits of Chinese users from a European perspective with the requirements of a German high-tech company.

HIGH-PERFORMANCE BACKEND PROCESSES FROM NEKOM

The presentation of clean backend processes and a high-performance and secure connection to the German systems were also challenging. Here Osram relies on the support of Nekom. The Austrian specialists for demanding tasks in the integration of complex system landscapes have provided a product API specially developed for the WeChat connection, which regulates the data transfer between WeChat and Osram. This was necessary because Osram WeChat did not want to have direct access to its backend systems.

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