4 Digital marketing trends in China
As the development of technology, Internet has already become an indispensable part of the profession and everyday life. According to statistics from Forrester, in 2013, Internet has nearly 2.2 billion users around the world, and the Chinese users occupy 17% with a quantity of 377 million, we can see a big progress, compared with 250 million in 2008.
Information and digital era brings a great revolution in the Chinese market, in the field of marketing and communication strategy and also consumption custom. Nowadays, in order to adapt to this trend, marketers take advantage of new techniques such as social networks, medias to promote the brand and establish a good reputation.
In order to know digital marketing in China, first, it is necessary to know the Chinese specific context of Internet. In Western countries, we understand the power players online as Google, Facebook, Twitter, YouTube, Ebay, etc. But in China, because of some complex reasons, most of them are limited to access. However China has the substitutes of these sites, for example, Baidu, the largest engine research in China plays the part of Google and its by-product “Baidu Encyclopedia” is just like Wikipedia, having his page over here means a possession of certain reputations and authentication for a person or a company; Tencent, which is the mixture of msn, Facebook , Twitter and Yahoo … According to a statistic report “the most popular social networks around the world”, Qzone , a by-product of Tencent, whose users are almost only Chinese, is in third place just behind Facebook and YouTube; we also have Sina Weibo who works like Twitter, Youku as YouTube …
Four popular things about digital marketing in China
1, The communication through social network websites
Advertise online is a tool effective, economical and capable of touching a wide range of audiences. In addition to the advertising in video sites, another way which is also the hottest right now is the Micro-blogging marketing. Sina micro-blog is the first micro -blog in China, since its appearance in China in 2009, it becomes increasingly popular with 600 billion users now. Les marketers focus on its advantages such as easy operation, interaction with the public, low price, best understanding to targets, etc. A good example that gives me the deepest impression of the micro-blogging marketing is ” NPC “, which is a brand of fashion. The founder , LI Chen, is a popular TV presenter in China. He promotes mostly his products and stores in Sina Weibo by using his popularity and support of his relationships who are also stars with many followers, his Weibo page has become a best tool of communication. This brand is very popular nowadays, especially among young people. This is a successful case of micro-blogging marketing and opinion leaders.
However, the micro-blogging marketing has also its drawbacks. The popularity is the fundament of its success, so if the company has not the reputation and it does not draw support from the celebrities, it is difficult to do well the micro-blogging marketing.
More information about social media Strategy in China!
2, The development of IWOM – Internet Word of Mouth Marketing
The IWOM is extend of Buzz marketing. Currently, most Chinese consumers have a habit that before buying a product, they will go to the Internet to view public comments towards this product, checked it on forums or ask questions to users. Web 2.0 allows the public to have more occasions to express and discuss. A representative of IWOM in China is the website Dazhongdianping, which is the third platform for the public to comment or recommend stores such as restaurants, etc.. And another example is the website Meilishuo, which is specialized for girls to share clothing, bag, cosmetic, etc.. The public often trust these recommendations and reviews of other ordinary people, it also shows the trend of anti-stereotype of the communication strategy.
3, The great success of e-commerce in China
During the day for the single “11/11” this year, the turnover of the Taobao is about 35 billion RMB. According to the BCG study, China will have the e-commerce market the largest in 2015, surpassing the United States. These figures say that e-commerce gains great success in China. Taobao focuses B2C purchases in almost all fields, we have a word like “There’s only what you can not imagine, there is not what you can not buy!”
Instead of taking advantage of this platform of mixing different brands and products for sale, there are also many brands who create their own independent sites for identities.more information about ecommerce here and here
4, The booming of Apps and App-marketing
The mobile phone is more versatile nowadays. Many technicians transmit their innovations around the computer to Apps in the smartphones and tablets (the tablets experience a great development in the last two years). An advantage of Apps compared to the computer is practical.
The Apps are not just only games, magazines as before. As more and more people, especially young people hold iphone or ipad, the marketers focus their efforts towards this tool to reach their audiences. The websites I mentioned as Taobao, Dazhongdianping , Meilishuo own their apps that work the same way as their sites on computer; some brands make also apps for publishing informations of their products or small games around the characteristic of the brand.
The market is changing every day , you will never know the marketing in China in future is in which situation. But in my opinion, digital marketing in China remains a great space to develop and it is an effective means of communication that can touch a larger targets at a lower price than the traditional way.
see also 10 Marketing trends in China