Osram
Shopmacher and Nekom bring Osram to China
In China, e-commerce sales channels work completely differently than they do here in Europe. The all-encompassing, market-dominating online medium there is WeChat. Originally developed as a messenger for smartphones, the service now dominates online life in the Middle Kingdom with an extremely broad range of functions. That is true for private life just as much as for business. This outstanding importance of WeChat therefore has to be factored in when developing strategies to digitalize B2B sales channels.
Osram, long since transformed from a lamp manufacturer into a globally operating high-tech company in the field of lighting technology, has for many years regarded China as an important and growing market that is being developed accordingly. There, Osram sells selected product ranges to workshops through distributors. The outreach to workshops and the complete handling of commerce transactions now run through WeChat, in line with the market.
WeChat Mini-Program / Mobile-Only App
Result
2020
Go-live
Design & UX
Service modules
Project highlights
- Market entry into China via WeChat as the market-dominating medium
- Mobile-only concept for B2B workshop sales through distributors
- Optimized access to Chinese B2B commerce
- Integration via Nekom product API without direct access to backend systems
Technology stack
MOBILE-ONLY CONCEPT BY SHOPMACHER
The underlying mobile-only concept, along with the design, the user experience and the processes behind them, comes from the e-commerce agency Shopmacher, based in Gescher in Westphalia. With it, Shopmacher gave Osram optimized access to Chinese B2B commerce.
HIGH-PERFORMANCE BACKEND PROCESSES BY NEKOM
Delivering clean backend processes and a high-performance, secure connection to the German systems was equally challenging. Here Osram relies on support from Nekom. The Austrian specialists for demanding tasks in integrating complex system landscapes provided a product API developed specifically for the WeChat connection, which governs the data transfer between WeChat and Osram. This was necessary because Osram did not want to let WeChat access its backend systems directly.
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