China presents a wealth of growth opportunities for brands. It has the largest population in the world, making it a very big market. On top of that, it also boasts a growing economy with an increasing number of consumers with disposable income. If your brand is looking to cross the border into Chinese territory, then here are some trends that marketers should know about:
China marketing = Global marketing
The Chinese economy continues to expand and it’s doing so beyond its
borders. Chinese entrepreneurs and consumers now have global ambitions, with
increasing numbers of overseas visits and cross-border commerce. Therefore, to
stay on top of the game, marketing to China needs to be addressed at a global
level. This needs to be balanced with messaging and content that is localised
for the Chinese audience.
China’s presence is expanding in the world at a rapid rate. From Asia to Africa, Chinese businesses are now starting to impact global media and marketing. Chinese companies such as WeChat and Alibaba have had an impact on asian markets outside of China. Additionally, these brands are successful in global markets as a result of Chinese tourists and migrants across the globe.
The Importance of Quality Branding and Content
In the past, quality took a back seat in terms of marketing in China.
Companies sought out quick results and therefore, ads and promotions were
prioritised. Many brands just copy-pasted content developed for different
audiences and dropped that into the Chinese market.
However, such tactics are unlikely to produce good results anymore. The Chinese consumer is growing more aware and is prioritising quality. A report by Totem media indicated engagement rates for brands that don’t create strong content are dropping on WeChat and Weibo.
Video and video apps have been on the rise. For example, the increasing
popularity of Douyin, a video app, is reflective of the changing attitudes of
the young and tech-savvy Chinese consumer. Marketing professionals need to
adapt to these changing attitudes by providing relevant, entertaining and
“Social commerce” is massive
In China, social and eCommerce are inherently intertwined. When it comes to
“social commerce”, China is on a completely different level. It’s not uncommon
for social media channels to have links to sales, and there are simple and
quick opportunities for consumers to “buy” products at every turn. Each
platform, including community sites, messaging platforms and live streaming
sites, presents these opportunities.
Having this in mind, selling in China is a completely different ballgame.
If brands want to really get ahead in China, then they need engagement
strategies across a range of platforms popular in China. In such an
environment, cultivating brand identity and engagement is even more crucial.
The importance of social commerce means that retail spaces also need to adapt to the Chinese marketing landscape. Due to the ease of buying online, customers can very quickly switch from offline to online shopping and vice-versa. As a result, physical retail spaces have been evolving into spaces for marketing and engagement opportunities.