Marketing in China: How to Succeed in a Competitive Market
1. Key insights from Chinese marketing experts that give you a winning edge in your social media campaigns. Vital for business leaders.
2. Chinese social media marketing advice from local experts. Avoid common mistakes and dominate in Chinese social media.
3. Powerful advice on social media marketing in China from local experts. Follow these tips for business leaders and get ahead in China.
Why is marketing in China different? Many of the key assumptions that hold across Western countries don’t apply here. One of the first things we do at Duhno and Kawo when speaking with new Western clients is to bust some unfortunate myths about the Chinese market.
“Is it easy to do marketing in China?”
“Why digital marketing in China is different.”
How much time do Chinese people spend on their phones? Five hours, on average. Of course, that’s just an average and it can be much more.
This means Western business leaders like you need to make sure their marketing content is readily accessible via mobile devices. It also demonstrates the potential gains to be made if success in Chinese marketing is achieved. The potential audience is colossal.
2.An incredibly short window to grab attention
The potential opportunity to capture the interest of a Chinese digital consumer is very fleeting. After eight seconds, your opportunity has gone.
This means a short, punchy, direct message is vital – not only to break through the buzz and chatter ubiquitous on all social media, but to get the audience intrigue before their interest levels sap away. This leads us nicely onto our next characteristic of the Chinese consumer:
3. Repeated exposure gives you an edge over your competitors
Based on our extensive experience in the Chinese market we can say, that for a typical Chinese digital consumer to remember your brand, they’ll need five separate exposures. This makes sense, as psychological studies have repeatedly shown the power of repetition in building memory and recall.
In short, if you want to get ahead in China, be memorable. Part of that is repeating a clear message. But there are other useful strategies. Such as:
4. Use character marketing to build a relationship and stick in the minds of Chinese consumers
Why? Companies are impersonal and abstract. It’s easy to take your custom elsewhere and never lose a moment’s sleep. However, friends are a different matter. If you have a relationship with an identifiable character that you relate to, it’s harder to sever that connection.
But there are other advantages, which we’ll discuss now.
“Character marketing and the rapidly changing Chinese social media ecosystem.”
In this context, why is character marketing advantageous? The well-developed intellectual property will be remembered across platforms. As consumers hop from one network to the next, your character can travel with them. This allows businesses to maintain and build upon strong existing relationships with Chinese consumers.
This fast-changing environment highlights the importance of continually rejuvenating your marketing strategy. However, as we’ve seen, doing so successfully can have tremendous advantages in the competitive Chinese market.
About the Author:
Benoit Raoult- Entrepreneur, Founder& President JUMO Group, Founder& CEO Duhno Marketing, FrenchTech Shanghai, FrenchHealthCareAlliance, Rennes BS Alumni