60% of brands continuously using celebrity endorsement strategy have failed to grow their brand power in the past three years. China is one of the markets that are most keen on using celebrities in advertising. Looking at the percentage of ads featuring celebrities, China ranks third, next only to Japan and South Korea, and the […]
How can marketers get gender right in China?
Advertising industry’s failure to portray and target women well impacts the effectiveness of individual adverts and campaigns. Male-skewed brands are missing out on an average of US$9 billion in brand valuation in the US, UK, and China. The vast majority (88%) of APAC marketers think they are doing a good job of portraying women as positive role […]
How China’s short video app Kuaishou grew its DAU by 40M in 5 months
China’s short video market saw explosive growth in the past year. The success of Tik Tok (or Douyin in Chinese) soon attracted Tencent, Baidu, and Alibaba to join in the competition. In a short span of time, several hundred short video apps appeared in the market. In the short video market, competition is growing fierce […]
How Chinese consumers respond to price discrimination
Some Chinese tech companies are utilizing big data and deploy price discrimination to charge differently on different users. That is mainly demonstrated in three aspects: different prices for iOS and Android smartphone users, different prices for registered users and unregistered users, and different prices for more active users and less active ones. Empowered by internet […]
Secrets of wining low-tier city youth in China for FMCG brands
Low-tier city consumers are an increasingly important source of growth for the fast-moving consumer goods (FMCG) industry. For many brands, they are the make-or-break factor for their success in China. To win them over, brands need real-life data to understand what they’re buying and, more importantly, why. Low-tier cities youth: must-win consumer segment for many […]
Quick Look: Marketing in China 2019
The number of China internet users exceeded 801 million with a penetration rate of 57.7% according to the latest data from CNNIC. Live broadcasting, short videos, and personalized content will continue to be essential parts of digital marketing strategies in 2019.
China internet users mobile usage scenarios
More and more marketers’ attention in China is shifting onto post-95s, the elderly population, and lower-tier cities. A total of 1,309 apps have more than one million users as of June 2018, an increase of 11% year-on-year. The app opens increased by 8% quarter-on-quarter and the average daily usage duration on a single app decreased by 12%. […]
40% of Chinese consumers will be Centennials by 2020
Centennials is already an economic powerhouse globally as the population born after 1997 now accounts for 35% of the world’s total population. In China, this cohort is generally a combination of post-95s and post-00s. They are quickly becoming the mainstream of Chinese consumers as well. 40% of Chinese consumers will be from these two age […]
How to use live streaming for successful marketing in China
In 2017, China’s online advertising revenue is expected to reach 400 billion yuan with a share of over 50% in the overall advertising market. Driven by the increase of the internet users, digital media usage, and online video & audio business, the revenue of online advertising will maintain its fast-growing momentum for years to come […]
Why most corporate WeChat official accounts fail
Using a WeChat official account to engage in content marketing must also follow these three principles: content creation, content distribution, and conversions. This 3000-word guide provides a framework for marketers and shares common mistakes many companies made utilizing WeChat for marketing. THREE STEPS TO CONTENT MARKETING There are three steps to content marketing; we call […]
China consumer membership insights
From frequent flyer accounts to supermarket preferred shoppers’ cards, consumer memberships are an increasingly important part of China’s consumption-based economy and of consumer spending habits. The following article presents an overview of the state of consumer membership. The survey was conducted in 2017 but the insights are still valid in 2020. PROMOTING MEMBERSHIP Member prices […]
Drive customer engagement with scene marketing
Now, people go to McDonald’s in China, in addition to queue to buy their meals, they can also order online and take meals offline by using McDonald’s ordering App. By constantly optimizing and upgrading usage scenarios, scene marketing is transforming traditional offline marketing in the internet way. So, what is Scene Marketing? Scene marketing is […]
WeChat membership card guide; Burger King case study
WeChat membership cards are becoming increasingly popular in China among retailers and other businesses. Today, let’s take a look at how Burger King benefited from adopting this strategy in their China stores. WeChat membership cards features Coupons and membership cards are placed together on WeChat under “Card & Offers. This is what a membership card […]
How WeChat Drives Viral Marketing of Local Specialities
An article called Why I Left Tencent to Sell Chaoshan Specialities received over 100,000 views within 6 hours since published on WeChat.
Utilize Baidu Recommendation for China Content Strategy
Content marketers and publishers experienced in utilizing third party recommendation engines may be interested to give Baidu Recommendations a try.