What Brands should know about China Marketing
It may be attractive to bring your brand to a Chinese market, but make sure you first do your homework. In the first part of the two part, Eve of Escobar China has shown how China can succeed in China.
China is the largest border market in the world, with the value of an ecommerce with America, Britain, Japan, Germany and France. In addition, the recent advertising expense shows that the market in China has increased by 6.58% to 630 billion in 2018, which represents 16.2% global advertising investment.
Read more: Top Marketing Case studies in China
Choose your brand name wisely
Do not choose your brand name lightly. The users see an English logo but can translate the Chinese name more literally, the name of your brand can be different. Coca-Cola “To Whale,” Chinese people mean something like “wax horse”. Fortunately, the brand chose “what’s the”, called “tasty” and “happy”, which is much better for its brand values. If Chinese consumers do not understand the exact translation of your brand, they will make their own meaning. The best thing to do is to straighten up your brand name literally and soundly. The growing number of Chinese brand companies says that make sure you seek advice from experts.
Understand the playing field
Western brands today do not have a head start in Chinese market. In some cases, you can use the picture of a good image of other foreign brands in your brand product category. Nautical and Pharisees (Friesland Camena) are very successful. It is partially a food scandal in China and high quality milk powder from the Netherlands. Brand products are in the category of baby products due to brand idea, unknown brands in China can benefit from European connection. The most popular types of foreign products include cosmetics, fashion, food, baby products and health products and fast-growing online fields in China, biking, food delivery services, taxi services and financial service providers. Are there (iResearch, 2017 app ranking, July 2017).
Get to know Chinese consumers
It is also important to understand what really runs on Chinese consumers. Though there are many regional differences in China, the majority of the online shopping companies online (20-35), and often live in coastal areas. They are constantly connected to its smartphone after the latest trends by China’s social media.
Characteristics and trends include Chinese consumer behavior:
• Product functionality and aesthetics;
Chinese Chinese customers are flexible, they change easily and often try new products;
• Your product carefully is branding very important. Brand values are to deal with the personal values of the consumer;
• ‘Gansey’, construction of relationships and groups encouraged, despite the personal wishes of consumers.
• Chinese consumers are communication, they often want to contact the provider- more than 70% of the customers use to order. They take a look at relatively often;
• China is at the top when it comes with mobile payments. In the newspaper kiosk, you can pay through a QR code. Payments are primarily used by CPA or VET.
Online offline care: Online and offline channels work together. There is about online shopping facility and speed in China, while offline shopping is more about a perfect experience.
Social Online Shopping: Friend’s friend-friendly friend is most effective to change behavioral behavior. As the Whistle became a part of the daily life interaction between his friends.
Experience is king: 59% of the surveyed articles agree that shopping is not merely about product but also experience. For Casino, Icebar has developed a series of digital love posts. Through a QR code on Cornetto packaging, lovers can choose their colorful submission templates, uniquely admits, and send love letters via QQ or QQ. The receiver is just 520 seconds before receiving. We also enforced this idea offline. In major cities like Beijing, Shanghai and Guangzhou, we kept Cornetto machines. Users take a picture, make their favorite messages and print custom DIY packaging stickers.
Reduction of the price of economy: Shopping is often consistent. 50% surveyed articles said that they do not use their products after a while. 60% of them is the second hand experience of the product transaction platform.