When Sora Aoi launched her own bra collection, named “Spakeys G-self bra” on Weibo (a Chinese famous social platform), the 528 sets of the limited edition were sold out within only 5 hours 28 min exactly. Even if it was highly priced at RMB 1,288. We can notice some major points of this successful launch: the power from the influencer (Sora Aoi), the product’s feature, and the pre-launch campaign. Keep reading or contact us for more information on e-commerce strategy
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Pre-launch campaign on Weibo
Sora Aoi made a simple post on Weibo
to introduce the product idea. The post was just presenting her desire to design bra for herself, « a comfortable, a beautiful one and above all, the need to be healthy » like she said. She also mentioned Xiaomi Tech’s founder Lei Jun
and ask him for advice of e-commerce strategy.
This post got shared for more than 23,000 times, considering by china internet users as a very entertaining news. Actually, in China, the power of sharing is very important. Chinese people are the most connected in the world and hottest topics or information run fast through the social network.
“Bra” is a clever product choice for Sora Aoi
Sora Aoi’s character and reputation on China internet match with the product so consumers can easily accept it. Underwear designed by AV idol was news worthy and attracts people into this topic’s discussion. Also, there was no more details mentioned about the launch so it has stimulated china internet users’ curiosity and their own interpretation.
Besides to be a product by Sora Aoi, they were released at limited quantity. In China in particularly, the product scarcity contributes a lot for its popularity.
Another reason to explain why the product was so wanted is because it earned a lot of visibility and got well-known during the campaign. (As there is more than one billion of people in China, it was not difficult to get 528 buyers…)
More seriously, if a product can become hot among China internet and bring topic, then it will success. This is the key point to take in account for digital marketing in China.
Influencers’ power in China
Sora Aoi had over 14,9 million fans on weibo (nowadays we can’t consult her profile anymore …) and is well-known in China as a japanese AV idol. The only fact to be a celebrity can already bring a lot of people around. When she first opened her Weibo account, its total number of followers reached 400 thousand within only 6 hours.
In China, companies use to include celebrities or key opinion leaders
(KOLs) in their promotion strategy. They call celebrities to be their brand representative because it can reassure consumers. This is one of the main way for the marketing operation in China.
Also, the development of social media applications and platforms allowed a lot of people to become influencers in China. Brands can choose now to collaborate with ordinary but famous people on internet in order to market their product.
Why you need the help of a digital marketing agency ?
1. To get in touch with influencers
If you are seeking for influencers, you have to select the right person to represent your brand or the operation will be useless. Even worse, it can deteriorate the influencer’s and the brand’s reputation. Also it takes a lot of time to find and enter in contact with a KOL. We can provide you the contact you need to market your brand in China.
2. To implement a e-commerce platform
There are a lot of e-commerce platforms nowadays in China but they are oriented differently. Some are specialized on imported products such as Kaola.com, JD.com and Tmall
. These platforms already have a good word of mouth between Chinese consumers. They are known for selling better quality products and authentic products from abroad.
Other famous platform such as Taobao and Pingduoduo are most known for selling low prices products and providing good deals.
The consumers will be different if you choose a platform than another one. Also, it will impact the brand image and positioning.
3. To promote your brand
It is important to use e-commerce in China, but it is also important to ensure a visibility and an online presence in China. As we talked about earlier, Chinese people are very connected and active on internet. They are used to share information and also get information through the social platforms. The most popular social app in China is WeChat.
WeChat is basically use for communication but it has developed over the year multiples services. Today, companies and brand use Wechat to keep in touch with their consumers and give them information. WeChat is almost unavoidable in a brand’s long term strategy.
A last reason is because everyone isn’t Sora Aoi, and can’t ask directly the chairman of Xiaomi’s technology for e-commerce strategy advices… But you can ask us.
At this stage of development, China has a lot of booming industries. This is a promising and huge market with its own culture and way to function. Ready to start a business in China? Do not hesitate to contact us if you need some more help. Gentlemen Marketing Agency is specialized in the digital marketing in the Chinese market. We provide e-commerce solutions, promotion and advertising, SEO strategies, and all marketing agencies worthy of the name should be able to do. Let your project come true !
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