THAILAND/CHINA. King Power International has named Chinese company Jessica’s Secret as its ‘Most Trustworthy Online Partner 2018’.

Jessica’s Secret is part of Jessica’s Group, a Beijing company started in 2015 by entrepreneur Mirko Wang. As reported, the company developed a new Chinese language website for the Thai travel retailer last year. It also developed a Chinese language app on IOS and Android applications (search for 泰国王权 in Apple’s App Store).

The previous Chinese website was translated directly from King Power’s English site and was therefore inadequate for Chinese shoppers, a key part of the retailer’s consumer mix. Using the new site features, shoppers can make orders, complete payments, and pick up goods at their departure airport.

Jessica’s Secret is best-known for its duty free price comparison app of the same name, which has now been used by 1 million consumers – representing a tripling of volume over the past year. Currently some 15,000 consumers are using the Jessica’s Secret app each day.

The company also runs Jessica’s Consultancy Services and Jessica’s Tech Solutions.

King Power’s new Chinese website now looks more like a mainstream Chinese e-commerce site such as Tmall or JD.com, says Jessica’s Secret.

Best-sellers can easily be located on the new site.

Chairman and CEO Wang told The Moodie Davitt Report that King Power’s new website shows an obvious improvement in user experience and page loading time.

“The new website has brought a great increase in sales performance compared with the old one,” he said.  “Jessica’s Secret also helps to promote King Power’s new Chinese website on mainstream platforms in China, for example, Baidu, Weibo and other OTA channels and the effect is impressive.”

Jessica’s Secret has helped King Power build its visibility with Chinese consumers, which has driven an increase in FIT customers, Wang said.

Mirko Wang addressed The Trinity Forum in Shanghai last November. His well-received address highlighted some common mistakes by western companies trying to target Chinese consumers.

Martin Moodie met Mirko Wang (right) in Beijing this week, along with Executive Vice President (and founding investor) Michael Tong (left). Look out for a major interview coming soon.

Jessica’s Secret is best-known for its increasingly popular duty free price comparison app. Currently some 15,000 consumers are using the app each day.

Product nicknames to the rescue

Jessica’s Secret also added a more powerful and convenient search function to the King Power website to save users time finding what they want. In particular, familiar names were included for key products. “For Chinese consumers, it is hard to remember the official English brand names, so there are special terms for certain products,” said Wang in an interview with The Moodie Davitt Report last November.

For example, Lancôme’s Advanced Génifique Youth Activating Serum is known as the Little Black Bottle (小黑瓶); SK-II’s Facial Treatment Essence as Fairy Water (神仙水); and Estée Lauder Advanced Night Repair as the Little Brown Bottle (小棕瓶). “Now we’ve added these nicknames to the King Power website search engine, which greatly helps Chinese tourists to quickly find what they want,” Wang said.

Jessica’s Secret also defaulted to using SMS for Chinese tourists to register on the site. “In China, consumers are accustomed to using mobile phones to register accounts… they rarely use e-mail. In addition, smartphones can be used for authentication code logins, resending passwords, and so on. This is a more convenient operation… more Chinese style than using email,” noted Wang. His team also added WeChat, QQ, Weibo and Alipay one-click logins for consumers.

King Power shoppers can now also place orders, check an order status, and cancel orders directly on the website rather than by email which was the previous system.