Ads are everywhere in China: where there is place, there is an advertising! You can find them in the public transport, inside the cars and outside. According to marketing studies, we receive between 500 and 2000 commercials ads every day. In this case, consumers in China are, with no doubts, exposed to the 2000 advertisements.
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A need to be mobile-friendly in China
In the cities of the first and second tier in China, the advertisements are surrounding the landscape, through posters on the buses, persons prospecting across the street and these visible stores’ sign. However, no rest on mobile platforms either, applications provide options for sponsors who are interested, so their advertising can appear on strategic places
Chinese people spend about 3 hours on their phones for social networking and for purchasing. According to the Statistical report on internet, 95% of people connected to the internet are mobile users. As mobile has became the must-have in big cities, companies have to adapt their communication to it.
Videos became an useful tool for marketing and promotion in China
Last year, the advertising market in China grew by 4.3%, with a notable increase in advertising through videos (+ 25.5%) and on internet (+ 12.4%).
The use of short videos (around 15 seconds) in particularly, becomes more and more popular. They are simple and quick to view. In addition, there are a lot of applications (Douyin, Kuaishou, meipai …) and platforms (weibo, wechat …) which enable to create and publish them. It’s a very fun way to bring messages to consumers and also encourage the sharing online. Videos with funny and entertaining contents are even more appreciated.
Videos have become a real marketing tool in China and maximize the return on investment
Choose a good geographic location
Settling in first and second tier cities is very useful to become visible by Chinese consumers and to gain their attention. Due to this, although in China there are a lot online commerce opportunities, many brands choose to maintain a physical presence in big cities. A brick-and-mortar shop is often unprofitable, but it is a support for communication and customer relationship. We notice here that big companies in China such as Alibaba and Tencent, are trying to develop the O2O (online to offline) businesses.
It is also interesting to consider third and fourth tier cities. They are developing at a high pace in China, following big cities’ growth. It is cheaper to implement a business in those cities because the amount of investment needed is lower. Also, the government is supporting their development, welcoming new players to enter the market.
In addition, the visibility of a new foreign brand will be higher because it makes the difference from local brands while in big cities, it would have been drowned among many other competitors.
Work on your product’s packaging and slogan
Packaging is one of the most important element of the product. Chinese market is surrounded by offers. As result, the consumer get lost easily and they do not always have or take time to compare them all. Thus, they often refer to product’s appearance to decide and make the purchase. Beside the product’s design, the packaging is also often decorated with humorous messages to catch the attention of Chinese consumers.
In the same way, the product or brand’s slogan can be a buzz element, work on it. The Chinese do not hold back to share interesting content on social network.
Open a WeChat official account
WeChat is the most used communication application in China and today it has more than 1 billion active users per month. WeChat has developed a lot of features and services on its platform to suit with enterprises’ needs.
Brands and companies can use it in several ways:
– By creating a subscription account, where users can subscribe and follow the latest news and information about the company.
– Through WeChat’s advertising platform: it allows for example to promote the official account to get more followers, to send users to the brand’s website (outside WeChat’s platform) or to download page of their application.
– Create events on WeChat: for example, it is possible to create groups and organize a conference by audio or video.
Little Red Book App can also be useful to your brand
In addition to video apps, any social media apps could be very effective for your brand promotion in China. Chinese users are very connected and receptive to new things. They pay attention to the trend of the moment.
Among the most used apps in China, Little Red book (Xiao hong shu in chinese) is the one which has grown the most quickly these years in China. This application is a mix of online community and e-commerce. Users shares their experiences on different kind of products, tips and latest trends. It also allows users to purchase the desired product on its platform.
Digital is the most effective way to reach an audience and communicate with it. However, simply translating the content of your website into Chinese is not enough. Entering the Chinese market requires to make effort and adapt to its consumer’s consumption habits.We propose you to bring you our knowledge about the Chinese market’s functioning and its consumers. Our team is made of experts digital marketing field, and the Chinese culture. Feel free to contact us now, or take a look on our services for mobile commerce in China.
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