Western brands typically use traditional advertising (using radio, television, digital, billboards, print or other common channels) to drive brand awareness. Comparing with Chinese Marketers, they consider that going viral through socially engaging content is faster, cheaper, and produces better results than advertising.
KOLs have been seen as crucial to this approach in recent years. “The intensity of KOL use in China is unique compared to almost any other country,” said Nielsen managing director Vishal Bali. “KOLs are not only sharing content on social media, they’re also doing a lot of live broadcasting and streaming, where fans can interact with them. Their followers can watch sign-ups, engagement, and brand impact in real time. KOLs are can influence on FMCG, sprots, games, live drama…everywhere.” In fact, China’s “fan economy”—where celebrities and other major social influencers are able to monetize their fame by driving purchases of items they endorse—is more powerful than Western Instagram culture. Being better developed is also a more important marketing tool, even for superstars like the Kardashians.
Move to content-based engagement instead of Promotions.
When developing marketing plans, marketers are more inclined to collaborate with leading retailers such as Walmart and Amazon. What kind of price promotions can be created? Can they get better shelf space? How can they get their brand to jump higher in search results? Those strategies will affect consumer to buy at a discount, instead of the brand. For example, the marketing planning logic of Coca-Cola, M&M, Mercedes-Benz, and Gucci encourage consumers to buy out of enthusiasm, happiness and love for the brand, thereby strengthening the relationship between the brand and consumers. This is not a price-based promotion. The product itself is also something that consumers want to share with those around them, increasing consumer engagement and influencing behavior.
Follow the Chinese Calendar to know Chinese culture
When Westerners think of Chinese holidays, they probably only think of Lunar New Year. But in fact, Chinese consumer groups have recorded higher spending on Chinese Qixi Festival and Singles’ Day.
For example, Singles’ Day is celebrated on November 11 (11/11). Double Eleven sounds very fun. In China, various companies will plan theme content and promotional plans related to singles on that day, so, they can gain more consumers’ attention.
Therefore, optimizing your marketing content will help you connect Chinese culture with Chinese customers and more effectively reach the world’s largest and fastest growing consumer market.
At the same time, you also need to optimize your content on Chinese social media platforms, such as Red, Douyin (TikTok), Zhihu, Weibo, etc.
Creating a successful digital marketing campaign requires much more than meeting KPIs and engagement figures; it involves strategy and creativity to turn business objectives into actions that will deliver results. An understanding of project management and a clear vision of the overall plan with a focus on the buyer’s journey, your brand story, and engagement is key to success. Speak to our team and let us develop your best digital marketing strategies for the China market.
