Online Marketing China
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The internet has developed for almost 20 years since it was setup in 1994 in China, but there is still no fixed mode of marketing. Because it changes just that quickly!
Now, both local Chinese companies and foreign companies are putting more effort in developing their online marketing in China: 60% of the companies have increased their web marketing budget in 2012, over 50% at average; besides, 36% companies take online marketing as the major marketing way.
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How they spend money? The following chart about corporal investments in different segments of online advertising in China (2010 Q1-2012 Q2):
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From the chart, we can see significant changes in market segmentation of China online advertising have undergone in the 2nd quarter of 2012.
Search engine ads (shown in green bar) still hold the 1st position, taking 36.3% of the market. Following is VI (visual image) advertising (shown in yellow bar), with 27.7% of the market. However, VI advertising loses its share greatly. Its share in the market drops from 45.3% in 2010 Q1 to 27.7% in 2012 Q2, by 18.6%.
Video
The 164.7% growth of online video marketing is the most eye-catching change in online advertising in China.
The limitation regulation on inserted advertising in TV programs is a heavy blow on the TV advertising while it’s proven to be a shot in the arm for Chinese advertising market. A study before the regulation shows that 28.3% enterprises have used online video as a part of their marketing strategy.
Another trend in video marketing in China is the change of video player device. The percentage of videos played on portable device such as mobile phones and tablets have greatly increased. The adaption of ad video to those devices turns out to be a challenge for companies who used to put traditional ads.
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SNS
Another significant trend is the rise of China SNS. Successful stories from Sina Weibo greatly have encouraged companies to invest their marketing resource on SNS. It’s estimated that 47.6% of the companies in China are using SNS for their online marketing now.
Some companies even totally rely on SNS such as Xiao Mi and Kuai Shu Bao.
Kuai Shu Bao doesn’t have a real store and its orders are all from its online store, online B2C and C2C websites and Weibo (micro blog in China). No matter where the order comes from, Kuai Shu Bao claims that their customers can get their goods in one hour after they placed orders.
Mobile
Hard facts support the booming of mobile marketing.
- Among 564 million Chinese netizens now, there are 388 million mobile netizens, occupying almost 70% of the total netizens population;
- The number of mobile payment users has surpassed 44 million;
- The number of mobile consumers has hit 37 million last year.
As a result, 20% companies are using mobile marketing.
Major marketing tools in China marketing
Website setup:
A nice website is very important for the image of your company and for showing your consumer the information about your products.
SEM
SEM is the best solution to increase your company awareness among target people. SEM includes SEO/PPC on search engines, especially Baidu and Google in China.
SEO is technical solution that helps a company website appear on the first of your keywords in the result of search engines.
PPC is a direct and fast way to get traffic by publishing searching ads in the result.
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Viral marketing:
Viral marketing allows a great increase of brand awareness in a very short time. Viral marketing campaign content can be a video, pictures or stories.
PR (press relation):
Press relation campaign is a very good way to improve the image of your company, by publishing news on highly trustful media which has tremendous influence. Besides, it’s also a very cost-efficient solution.
Reputation control:
Reputation is the key to the conversion rate. That’s the difference between companies who can turn 20% of the visitors into customers while some of them can only make 1%.
SNS management
90% of Chinese 546 million netizens are using SNS now. Due to many limitations, most influential Chinese SNS are Chinese SNS.
Internet Marketing Committee of China (IMCC), Yi Guan, iResearch, MIIT of China
12 comments
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Anne
Hello Oliver,
I am based in England and am in the process of building a UK travel site that I would like to promote in China. Please could you tell me if this is possible and where I can go to get more information on costs, involved, etc? I don’t have a huge budget.
Olivier
Sur Anne, I already send you an email.
benard
hi sir@ my name is Benard from Kenya, i would like to be a supplier of china products in Kenya how can i find you? pliz contact.
Olivier
We are a Marketing agency, and not a sourcing company
Lyn
Hi! Sir i would like to ask your help to introduce our company WPG Philcan Tours in China By the way good day! I’m Lyn from WPG Philcan Tours agency guide. I just wanna inform you that we are offering some tour packages here in Dumaguete City Negros Oriental Philippines. We are offered tours like, beautiful beaches and falls in the “Mystic Island” of Siquijor, diving and snorkeling with the giant turtles in the “Rocky volcano” or Apo Island, diving and snorkeling with the whale sharks in Oslob Cebu, The eminent crystal blue water surrounds the island and the most amazing part is the shades color and the powdery sands and, world class five star hotels which is called the “Blue Water Hotel” in Sumilon Island. Dolphins watching in Bais City, beautiful scenery and nice ambiance in Dumaguete Twin lakes, Hot spring and, Waterfalls.
For more info about your tour booking with us please visit our site at philtraveltours.com or visit our page at WPG Philcan Tours.
We are hoping in hearing from you soon.
We look forward in serving you.
Best regards,
Lyn
yonten
Hellow,
I am Yonten from Bhutan. Our company is recently established and we are looking for partnership from china.
So Any one can help me too connect with any tour agent from China.
Looking forward for quick responses please.
With regards
4ATAs
Yonten.
Olivier
You are welcome Ruben 😉
ruben de maere
Hi philip
I’m doing my internship in a organic food company in Chengdu, China but I live in Belgium.
I found your articles very helpful to give me insight in Chinese marketing.
Thanks and succes with your future work!
Ruben De Maere
TEJPAL
HY FRIEND I NEED YOUR HELP TO GROW MY BUSINESS IN CHINA WOULD YOU PLEASE HELP ME.
Philip
I’d like to, my friend 🙂
Arslan
Helo philip i wnt to discuess some thing with u about business. Can u contact with me