The market for techno brands in China

3 min read

In this piece, I will talk about emerging trends and share hints for all Western brands that want to market in China in 2018.


1. Consider the famous cities of China

To enter the market and enter , A strong presence in first and second tier cities is essential. However, as Internet use is saturated in first-tier cities, brands may begin to reach consumers in third- and fourth-tier cities as well.

According to Morgan Stanley, small towns could be a major driver of growth and consumer spending in the coming decade. Lower cities will be bigger, richer and more eager to spend.

2. Mobile is the channel without which you cannot

According to China’s Internet Development Statistics report published in August 2017, China has an online population of 751 million and more than 95% are using mobile devices to access the Internet.

Chinese, meanwhile, spend an average of three hours a day on their smartphones, especially for social media and e-commerce. A strong mobile presence is essential for brands that market to Chinese consumers.


3. China’s social media twin pillars

The biggest consumer force in China is social trade. However, its social media landscape is complex and highly divided. As a foreign brand, the presence of two major social media platforms – WeChat and Weibo – is an important step.

VChat is a multi-purpose messaging platform developed by Tencent with 980 million monthly active users by Q3 2017. Weibo is a microblogging site (Alibaba is a major shareholder) with 376 million monthly active users as of Q3 2017.

Both platforms are good channels for interacting, acquiring and maintaining with Chinese users.

4. Spread and diversify with emerging platforms

In addition to being localized on the already dominant BAT (Baidu, Alibaba and Tencent) platforms, brands should also focus on odd channels to capture fragmented customers and engage them in China’s digital marketing. Should be included as an integral part of the strategy.

In China, social media landscape is booming and new social platforms are emerging. There are many emerging platforms that are popular among young people, such as Quisho (a GIF creation and photo sharing app) and Dwayne (a music video social network app for creating, messaging and live streaming music, Like) ).


5. Content is king, but perspective is God

Content marketing is very important in China and this trend is expected to continue. Because Chinese consumers are very content-driven, brands should not only translate their Western content, but also focus on creating new content that emphasizes a brand story that sets it apart.

Communicating with the right values ​​and creating unique experiences are the best ways to keep your followers engaged and engaged. The concept of “the market is king, but the perspective is God” applies to this market. In the past, emotional content resonated with consumers, but now Chinese people are more interested in entertainment and fun content.

6. Get good at short videos, you will need them

Videos, especially short videos of six to 15 seconds, are growing rapidly and will be used more widely on social media and e-commerce sites for marketing purposes. With short videos, brands can deliver their brand messages and engage with audiences more easily.

Over the past two years, Tencent, Alibaba and Totiao have made significant investments in supporting short video production. Tencent, for example, has invested in Quaisho, while Alibaba has invested billions to turn Todo into a short video community.

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