China has emerged from a locked plan economy to the largest consumer market in the world. The country has undergone a massive growth in economy and wealth over the past three decades. With a population of 1.5 billion and a size larger than Europe, it offers plenty of opportunities but is highly competitive.
We have put together a brief introduction into marketing in China which can be downloaded here.

Branding Matters

Chinese consumers trust in brands they know or get recommended by friends. But they desire a product not only for functionality and style but also social status. This makes branding the prior concern when launching a product or service in China.

Digital is Mobile

Digital in china means mobile. China has jumped from the physical shops directly to the smartphone. In modern China, almost every aspect of daily life can be (and is) done on the smartphone. Social Media is the central place for interacting with friends and family. About 90% of the Chinese online users visiting social media platforms on a regular basis. The social group related society results in a high level of trust in peer recommendations, often shared in social media.

Social Media and KOL

Social Media influencers, called KOL in China have become an important channel in the Chinese marketing landscape. They play the role of a trusted peer on scale. Cooperation with a selection of KOL is crucial for a fast increase of brand recognition.

Although there are plenty of social media platforms (Apps), the market is dominated by one key player: WeChat. The service has emerged from a simple messaging app to the centre of the Chinese mobile ecosystem and presence is a must for a brand aiming to gain recognition.

With google being blocked in China, search goes mainly through it’s local counterpart Baidu. SEO for and SEA on Baidu are similar to what we do on google.

Content is King

Content is a key success factor in China too. But translating your most successful content will not turn out well. Chinese expect different type and details than western consumers. And they expect it quicker. Speed is much more important than high quality achievements. Change quick, change often is the credo.

Download

You can download the full introduction to marketing in China here.