Tips to Cracking the China Market - Interview with Marketing Interactive

Check out my latest interview with Marketing interactive here https://www.marketing-interactive.com/events/tips-and-tricks-to-cracking-the-china-market/ ?????? A few highlights below.

Q1: What do you think brands need to take note of when entering the Chinese market in 2019? ??????

• Occasion-based marketing

When talking about occasion-based marketing in China, it’s not just about holidays or big events like the World Cup and Double 11. Trending topics start on Weibo and go viral from there. Soon people are talking about it on WeChat, Douyin, Little Red Book and other social media channels. So keep track of what’s trending and tap into the power of occasion, or create your own. You can start by buying a most-searched keyword on Weibo. This increases your chances of going viral.

• An exceptional customer relationship management (CRM) system

Managing your client database is very important. All the numbers are bigger in China. It has a huge population and there will be a lot of customers to deal with if all goes well. Prompt, effective online customer service is also an expectation among most Chinese consumers.

A good CRM system is also an effective way for you to increase client engagement and good word of mouth marketing. Since most customer databases in China don’t use email addresses and people check these infrequently, official WeChat and Alipay accounts are best for CRM. Sending message to these accounts ensures that users receive updates and information. The back-end of various social media platforms can also provide you with well-structured, informative data about your fans and customers, making it easier for you to analyze their needs and preferences.

• The power of KOLs

Key opinion leaders are taken seriously in China. According to a PwC report, 29% of Chinese consumers use social media to see what KOLs and celebrities are endorsing compared to 13% globally. *

*https://www.pwccn.com/en/retail-and-consumer/publications/total-retail-2017-china/total-retail-survey-2017-china-cut.pdf

When considering using KOLs as a part of your marketing strategy, remember that Chinese digital platforms are content-driven. Invest time and energy to coordinate the presentation of your brand or product and to deal with the conversations and inquiries afterwards. 

• A good Chinese name matters

Although foreign brands are attractive to Chinese consumers, it’s still very important to come up with a proper Chinese name. As we all know, localization is crucial for Chinese consumers and a great Chinese name is the first step.

There are two common ways to create a Chinese business name. The first is transliteration and the second is to use Chinese words that communicate your brand’s essence. You also need to take your target audience into consideration since different groups have different preferences and expectations. Make sure the Chinese name of your brand is consumer-friendly.

Q2: How has the Chinese market evolved in the past five years? ??????

It’s gone fully digital in the past few years, including marketing, e-commerce, and payment methods. The following are some of the more prominent recent trends in detail.

• The New Retail Revolution

This term was coined by Alibaba referring to a merging of online and offline stores facilitated by technologies such as digital payments, Wifi, AI, sensors, location-based services and improved logistics services.

• The Sharing Economy

In the past few years, the sharing economy has penetrated Chinese people’s daily lives. Besides shared cars and bikes, there are other sectors that have potential as well: clothes, kitchens, accommodation, power-charging and even travel. 

• Short videos

Short videos have been seen explosive growth in China. People are hooked on short video apps such as Douyin (TikTok) these days and the trend is predicted to grow in tandem with the development of 5G technology. Compared with traditional social media channels, short video platforms provide more vivid and engaging content.

• Big data

Big data can be used for consumer behavior analysis, ad targeting or providing personalized service. Businesses can obtain in-depth insights by using data capturing tools and ROI can be easily evaluated. A good example of a platform that uses big data extensively is Taobao. It tracks each user’s searched items, purchasing history, shopping cart items and other useful information so that sellers can get to know their target customers and can even pinpoint the best time of day to launch a campaign.

What have I missed? What else do you think brands need to take note of when entering the Chinese market in 2019?

To learn more about marketing in China join me and Lighthouse Interactive Media at our upcoming signature masterclasses in Singapore, Hong Kong and Malaysia. https://www.chinadigitalmarketing.global. ??????Netherlands and Australia coming soon, too. ??