LOCALIZE B2B MARKETING IN CHINA

After Linkedin is shutting down in China, it is even more true that you need to localize B2B marketing in China.

Western companies should develop further their capabilities to use Chinese digital solutions to succeed in China. Linkedin was used for B2B marketing to generate and nurture leads through content posting, sharing and interactions. B2B marketing can be done using WeChat.

THE IMPORTANCE OF BRAND REPUTATION FOR B2B COMPANIES IN CHINA

When it comes to entering the Chinese market as a B2B company, reputation management must also be a key part of your strategy. As China is a digital market, on-line reputation is the one to develop.

Potential leads want to know they’re getting involved with a trustworthy, reputable company that is going to provide them with an exceptional product and service. One bad review can easily persuade any of those decision-makers to go with your competitor instead.

It’s important to remember that people talk about you online, even if you’re not yet online yourself. That’s why the first step to reputation management is monitoring online activity, so you know what is being said about you and where it’s being said.

Once you know what your brand presence looks like online, you can then communicate your brand message, give news about your company, establish yourself as a thought leader by publishing content on industry portals.

EFFECTIVE LEAD GENERATION AND NURTURING FOR B2B COMPANIES IN CHINA

As there is no Google in China, you need use Baidu for your SEO strategy to generate leads.

Baidu SEO

Then you need nurture your leads during a certain period of time, B2B purchasing cycle is rather longer than in B2C.

Instead of doing it in LinkedIn, you need doing it on WeChat, the most popular social media in China. It is used for daily life but also for business.

A company doing business in China must be visible on WeChat to exist. The first step is to open a WeChat official account (different from personal WeChat account).

Through a WeChat official account, it is the perfect touch point for your company to connect with Chinese businesses.

BASICS OF B2B MARKETING IN CHINA

While a strong online presence is vital, offline events such as conferences or meetings are still very important if it is possible– nothing beats having a conversation face to face.

It’s easy to keep in touch with clients – we recommend posting once a week about things like industry news, company news and company activities, all of which serve to show that you’re a thought leader in your industry, that you’re highly active and that you have a strong company culture.

You will use also another Chinese platform, Zhihu. It is the largest Q&A platform which aims to provide in depth insights from industry professionals. It is a good place to do content marketing. The audience of this platform is quite educated.

You can develop your brand awareness, demonstrate your authority, and educate your audience.

Zhihu has also great authority on Baidu and Sogou search engines.

LOCALIZE B2B MARKETING IN CHINA: HOW TO DO WECHAT MARKETING?

WeChat is your Website

Do not forget that in China, WeChat is your website

If you are a big company, you can also set up a local Chinese Website, but Chinese people do not check them so much.

Create a comprehensive content to bring you the right audience and encourage sharing

Social media is about content. The right content will bring you the right audience. It has to be appealing, interactive and entertaining.
You need to encourage sharing the content to your audience.

WeChat should not be just company news. It must be also have educational and social features. To educate your audience is an excellent way to get leads in China.

Advanced search function

WeChat users can now search for any content using related keywords. Generally, Chinese people like to research, look at media articles or ask their friends about products or services they are interested in. This means that pushing out high-quality, useful content is essential to successfully market to other businesses. It allows you to showcase your brand

Personalised interactions

WeChat is a great for businesses to leverage if they are looking to build relationships and create stronger business partnerships in China. It is important to note that in with B2B, your target audience is not another business but rather someone who holds a certain position in that business. This means that driving a more personalised interaction is fundamental for WeChat B2B marketing.

Paid campaigns using WeChat Ads

For a new created account, utilizing paid options to give the account an initial boost is very effective, in particular for B to B

Join WeChat groups and Engage with your audience

WeChat groups are where people with the same interests exchange ideas. Find and join WeChat groups related to your industry, and share your best articles, cases studies and create stories to get more leads.

QR codes

Every WeChat official account has a QR code, which works as the “business card” of your WeChat account. The QR code can be used in exhibitions, brochures…

There are just some of the keys to do WeChat marketing for B2B and build-up your business community.

It is really important to localize your B2B marketing in China more than ever to get effective results.

NEED HELP TO LOCALIZE B2B MARKETING IN CHINA?

Emotion Digital has a strong understanding of the Chinese market― we want to help you unleash your business’s potential to one of the largest populations in the world. Schedule your free consultation today.

Direct to consumers sales with WeChat

Why develop Direct to Consumer sales on WeChat?

Brands should also not overlook the development of brand-owned direct-to-consumer sales in China, even if active on big e-commerce platforms such as Tmall or JD.com.  

As you know in China, WeChat is your Website, therefore DTC e-commerce should be implemented on WeChat. Chinese consumers are not using website for e-commerce.

WeChat is the leading platform in China with more than 1,2 billion monthly active users.

The main features are:

  • Official accounts which push feeds to subscribers, interact with subscribers and provide them with contents
  • Mini-programs are really apps within an app. It is possible to do business through a mini-program while users can enjoy other functions
  • Channels, the new feature of WeChat launched this year, where people can enjoy short videos shared by their network and other business owners

“A WeChat DTC business offers brands multiple touchpoints to engage with consumers proactively and repeatedly, maximising the lifetime value of a single brand,” says George Xie, Planning Head of CPG Industry at Tencent Marketing Solution.

 WeChat has touchpoints spanning the entire consumer journey from awareness to loyalty, then brands have a greater opportunity to engage with and reactivate client profiles once they are part of the brand’s WeChat database.

DTC or traditional e-commerce platforms have both advantages and disadvantages, depending on business profile, brand milestones, range of audience….

Brands should not rely only on DTC or only on traditional e-commerce platforms, but develop a mix of both.

However at the time of China market entry, we advise to start with DTC only if you address the consumer market. It is cost effective way to test the market and start the sales.

With the development of cross-border e-commerce, WeChat shops are also a good solution to connect Chinese consumers with foreign brands.

Activating WeChat Stores

There are 2 ways to activate WeChat store, as explained below:

It is important for brands to create scarcity through campaigns and marketing initiatives to generate sense of urgency for consumers to shop on WeChat. They must give a reason to visit and shop directly on WeChat.

Brands also need to ensure that the quality of content on their WeChat Stores is proper to excite consumers. Besides making sure that the store is constantly updated with the latest campaign products, brands should leverage visually trending  formats such as videos or animations on this channel as well.

It is also possible to launch new or exclusive products only on WeChat store to differentiate from other marketplaces. This is usually the strategy of some luxurious fashion brands.

Brands are also starting to explore other entertaining methods of shopping within the WeChat ecosystem, such organising raffles to give consumers a chance to purchase limited edition products.

Driving Traffic to WeChat Stores

One of the most effective ways a brand can drive traffic to its WeChat Store is through content published on its Official Account. A brand can push content directly to its followers’ WeChat inboxes up to four times a month, and these content pushes should be fully leveraged with relevant product links and calls-to-actions embedded within articles to drive consumers to the WeChat Store

Brands can also drive traffic to their WeChat Stores by designing specific user journeys.

And it is also possible to use advertising or other social media platforms to generate traffic.

For more information about the Chinese market, do not hesitate to contact us.

Chinese consumers are the growth engine of the world

Chinese consumers are the growth engine of the world, they are confident, ready to spend. Since March 2020, all restrictions implemented in China have kept most of China virus free which make them optimistic.

And among Chinese consumers, the most powerful group is female. Chinese women are empowered to decide on their lives. Chinese female consumers account for 3/4 purchases in China.

It is a huge opportunity for western brands if they are able to adapt to the current consumer environment.

Prior to Covid-19, China was already part of the most advanced countries in terms of digitalization, with half of the Worldwide e-commerce in China. Companies already engaged in digital transformations were able to accelerate momentum, and successfull cater for increased demand for online shopping and other digital services.

Aside for on-line shopping, Chinese consumers have embraced new digital activities that do not require in-person interactions, leading to at in at-home occasions. This is what we call the stay-home economy. We can mention the huge increase of e-learning, in-home wellness and fitness, e-gaming activities.

Chinese consumers have become more health and quality conscious as a result of Covid-19.They are trying to improve their health and ability to fight against virus. In particular, female from 20s to 40s are now able to push for consumption upgrade taking into account quality, health and safety, premium brands. You can read more about female consumers with article from Natalie Meyer(https://www.chinaskinny.com/blog/chinese-female-consumers/)

The safety of the family group and personal health have become among top concerns of chinese consumers, and this has impacted the consumer behavior. One third of consumers have switched to new brands during the pandemic, driven by factors such as availability, discounts, and promotions, as well as perceptions of safety.

Trust is even more vital as consumers navigate an uncertain environment with majority of consumers turning to brands that they trust. In this sense, brand story and purpose are critical to build trust. And building e-reputation is a must for any western company entering China market which is the reason Why WeChat is a must for your business

Chinese consumers are the growth engine of the world. For brands to be successful in China market, it means that they need to adapt to the change of behaviors of consumers and change of the consumer environment which has shifted:

  • Accelerate on-line and omnichannel strategy: On-line must be seen as must do. It is important to maximize the efficiency of each channel, and to consider the interaction of different channels (on line or offline), social commerce and traditional e-commerce. Social Selling with WeChat in China is growing fact. All social commerce is growing currently at 40% rate and should be part of the omnichannel strategy.
  • Innovate product offer and services to answer to shift of consumers behavior and expectations, in particular regarding health and safety criteria.
  • Be agile and reactive regarding market approach to face fast changing environment
  • Review brand story to make sure that the purpose of the brand is well clarified. Purpose of the brand has also become a main criteria for young consumers to choose a brand

For more information, do not hesitate to contact us at project@emotionchina.cn

We can propose you customized digital marketing services according to your needs.

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WeChat B2B marketing

How to succeed in B2B with WeChat

Do you know that WeChat is also for B2B marketing? In Western countries, B2B industry gives less attention to social media for brand awareness and lead generation.

However, visibility on social media in China is critical for B2B companies.

WeChat is right solution for marketing campaign in B2B businesses in China.

But how to succeed with WeChat B2B marketing?

Why is WeChat important for B2B marketing?

Any business in China has its own WeChat official account. It has become a powerful marketing channel to reach a targeted audience.

WeChat is a great tool for businesses to leverage your products to Chinese clients.

WeChat monthly active users have reached more than 1.1 billion! It is really the smart app that Chinese people are using 24 hours a day in their life and at work.

WeChat has also a quick search engine then many people are using it for quick search.

Check How to open a WeChat official account?

If you do not have a WeChat official account, you are not visible from your customers, suppliers, leads, then you do not really exist.

It is better to have a WeChat official account rather than a Website in China.

What are the main features of your WeChat account?

Communication

Of course WeChat allows users to send documents such as powerpoint, pdf, excel files which is quite convenient. It is the commun way to exchange documents in China.

WeChat is also a messaging app for business use, it replaces the email.

Automatic reply

It is the message that a customer first follow your account, will receive. This welcome message introduces the account, promote the recent campaigns. It is important message as it is the first impression given to new customers.

Translation tool

WeChat offers an in-app translation tool which is quite convenient to use in business communication between western countries and China.

It really helps the communication with the audience.

Group messages

It is possible to send group messages to your target audience, according to location, gender. It is helpful for targetted marketing.

Customized menu

WeChat gives you the possibility to add up to 3 menu categories, and under eacg category, you can have up to 5 sub-menus.

The menu can lead to a message, an app page, a website.

Some best practices for B2B WeChat marketing

Content is king

Social media is about content. The right content will bring you the right followers.

Getting followers on WeChat is the main challenge. It is therefore important to identify what type of content your audience is looking for. You can check what your competitors are posting in China.

Your content need to be appealing, interactive, original.

Also your content must be shareable. Marketing on WeChat purpose is to encourage sharing .

Encourage sharing

WeChat encourages one to one sharing and group sharing. Encouraging sharing is not limited to your audience. It is good to encourage your employees to share the content to their own contacts, as employee advocacy is quite effective.

Join WeChat groups

WeChat groups are where users with the same interests exchange ideas, share some informations or knowledges. It can be up to 500 people per group. Find and join WeChat groups related to your industry or market. If your content is value to them, you will get new followers and get some interesting comments.

Set up customer support

People like to contact a brand directly in WeChat after they become your followers. It is then important to make easy for them to contact you through mail or phone. You can set up also some auto-replies.

Be active on WeChat

Users will unsuscribed your account if it is not frequently updated. You need to make sure have your account consistenly updated.

Do you need support to succeed with B2B WeChat marketing ?

WeChat marketing is a great tool for businesses to leverage your products and services to the Chinese customers. But it is also a must have to be visible in China.

Through WeChat, you can also educate your market, engage your audience, and so much more!

If you need some help on WeChat marketing, do not hesitate to contact us.

For more information, do not hesitate to contact us

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How to promote a brand and sell in China market?

How to promote a brand and sell in China market is different from the approach in the western countries. You cannot copy what you do in western countries.

Branding is everything in China

Many consumers have been cheated with counterfeit products, fake reputable brands and domestic brands that are expensive but of poor quality; accordingly, they become cautious towards unbranded products.

Additionally, Chinese people buy brands not only for the functions they have but also to reflect their social status and improve how other people perceive about them.

Chinese consumers are willing to pay more if the brand can bring them prestige and respect among their social circle. Brand positioning should be first focus for a new brand in China.

In your branding, you need also adapt to Chinese culture and Chinese consumers behaviors. The localisation of the brand is an important step to succeed in China.

You need to buil-up your e-reputation to promote a brand

China social media users are far more active than in other countries and Chinese people are doing everything in their life with their mobile,

Also social media has a larger impact on the buying decisions of Chinese consumers than on those of any other country. If a Chinese consumer sees a product being discussed positively on a social media site, especially by a friend or acquaintance, they are far more likely to actually purchase the product than his or her counterpart in other countries. Peer recommendations have huge influence in Chinese culture, as formal institutions are less likely to be trusted.

As your targeted audience is active on social media, you have to be present on social media, either B2C or B2B.Digital marketing is also for B2B in China

Digital marketing and social media should be first step

Weibo and WeChat are two largest social networking platforms in China. They both have significant influence and play an indispensable role in life.

Wechat is the most powerful APP in China. It is the personal messaging app, social media platform, online payment tool, online shopping place and more; all included in just ONE app. For brands, It is a must to be active on WeChat to sell in China, Check How to open a WeChat official account?

Meanwhile, Weibo, similar to Twitter in western world, is a more open social media platform where users come to socialize with friends and new people, entertain themselves with funny, viral videos as well as discover trendy topics or hot social information.

How to promote a brand and sell in China market?

No matter which platform you choose to do your branding on Chinese social media, high-quality content that users repost or share is the most important element

Weibo is an open platform where even non-followers can view your Weibo posts and the posting default setting is public. In addition, everyone can also see the reposts, comments or likes

Therefore, Weibo is very suitable for viral campaigns or viral contents, which aim to boost brand awareness extensively. Unlike Weibo, WeChat is a closer community.

Normally, WeChat users can only see posts pushed by social accounts to which they subscribe. So your followers on Wechat tend to be more condense and targeted.

Besides, in WeChat, our contact lists are usually the people that we already know such as relatives, friends and colleagues; so we tend to be a bit extra concerned regarding what we share. Therefore, contents on Wechat may not reach a massive audience but can create powerful word of mouth effect.

Besides Weibo and WeChat, there are many other social media which can be also used depending on products and targets.

You need create engagement within a community

Engagement will be created thanks to WeChat interactions with engaging contents. Groups will be set up in order to make emerged KOC ( key opinion consumers) with time to generate more engagement from groups members. Interactive campaigns with games and giveaways are also quite effective in China to generate engagement The use of KOLs could also influence a lot the audience and purchasing decisions but it has become quite expensive. Livestreaming with KOL has become quite powerful in China

Then you can develop E-commerce to sell in China

Social commerce is gaining traction in China. This is understandable when social media is already a place for Chinese consumers to discover new brands, read reviews/ opinions/ experiences of other people with products and services before making purchases. The online shopping function of social media such as WeChat just makes the whole buying process faster, more convenient and thus the conversion rate of social commerce is very high.

The WeChat store is an e-commerce platform that exists within the WeChat app. Thanks to mobile payment, the WeChat offers on-click payment which gives smooth consumer experience.

You can Sell to China with cross-border WeChat e-shop

WeChat has its own online payment tool – Wechat Pay that is very powerful in driving sales on the platform. Brands can open Wechat shops, which are linked to their social accounts to sell their products or services. These shops are very well-integrated with Wechat by using its interface, online payment, chat function for customer service, log-in and sharing functions …

Social Selling with WeChat in China is really booming, in particular since 2020. The growth of social selling is around 40% per year versus 20% for traditionnal e-commerce.

Then you can enter the e-commerce platforms such as Tmall, JD.com, TaoBao if you are visible in China. It takes 1 to 2 years presence on social media to get enough visibility.

Tmall holds the biggest marketshare in the e commerce market in China at 57%, It mainly focuses on premium brands, but it also the most expensive marketplace. However it is the right way to sell your products after your brand has become visible, while keeping also social selling active to keep strong relationship with your communities

Do you need a website to promote a brand and sell in China?

Keep in mind that it is useless to use Google, Facebook, western website….in China due to firewall.

For SEO, you must use Baidu and you must have a Chinese marketing strategy.

WeChat official account will be your Website in China. It is no need on most of cases to build a chinese Website.

Do you want to know more how to promote a brand and sell in China?

Emotion Digital can support your strategy to enter into China market, help you to set up your WeChat marketing solutions and WeChat stores.

Benefit from our integrated Chinese social media approach with expertise on WeChat marketing to increase your brand awareness, boost and nurture your leads and sales.

Contact us if you have more questions how to promote a brand and sell in China, if you want to know more about WeChat marketing, how to enter China market.

Stay upto date by following our blog and our Linkedin page https://linkedin.com/company/emotion-digital

For more information, do not hesitate to contact us at project@emotionchina.cn

We can propose you customized digital marketing services according to your needs.

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Mistakes to avoid to enter successfully China market

Enter China market

There are the most common mistakes to avoid to enter successfully China market for western SME

Not adapting to Chinese culture or to the Chinese digital environment

You cannot just copy your western strategy or digital marketing strategy to China. It would be a failure, and would cost you a lot of money.

You cannot make mistake about China cultural codes.

Also there is a need for localization of your brand but it is important to have right level of localization. Localization is more than just translation. You need think about key visuals, brand designs, key messages….localization is about finding the parts that need to be changed to make Chinese consumers more receptive to the brand, rather than change everything. When localizing your brand, you need change how consumers relate to it.

The China digital landscape is also different, and you must use the Chinese social media to develop awareness of your brand. Chinese people. You cannot use google or facebook, and it is useless to do digital marketing using your western website.

Misunderstanding of Chinese consumers in terms of behaviours or expectations

The Chinese consumers are different, have different tastes and requirements. Before selling your products, you need to check about the Chinese market, the local offer, Chinese consumers preferences. It really depends also on consumers groups (Chinese provinces, ages,…).

Chinese society, consumer mindsets are always evolving, and brands should adapt to new context and market trends post Covid-19:

  • After Covid 19, the main values for Chinese consumers have become safety, be healthy, well-being in home. In the past, be successful and be wealthy were at the top priorities
  • Milleniums and Gen Z are looking for environmental friendly products, It was already a trend which has accelerated post Covid. They expect that the brands that they buy from to have an ethical stance both environmentally, socially and health
  • Growing environmental concerns push consumers willingness to buy eco-friendly products in China, boosted by on-line shopping platforms and government push

When marketing products, brands need to make sure that they address the largest concerns that consumers have for each one.

Without a proper approach, brands can waste a lot of money and time to succeed in their China business development.

Underestimating the complexity of Chinese market

Brands need to understand what they are able to offer, and how it can fit into the Chinese lifestyle. Competition is fierce with local brands.

Chinese demands are not homogeneous across the country. China market is quite complex and is the size of a continent. China is a very large country with long distance between provinces. Culture from North China is very different from Guandong province for instance. Customers expectations is quite different in Tier 1 cities versus low tier cities. Many international brands are ignoring the fast growth of low tier cities which is a mistake. But to reach low tier cities consumers, you may need to have a specific offer.

The complexity comes also from the digital environment as there are so many digital apps to reach consumers depending on your target. The brands need to choose communication points that will appeal specifically their target audience.

 Also a digital strategy must be omnichannel in China as you need to reach consumer with about 10 touch points versus 3 in western world , which requires more investment. However branding must remains consistent over all touchpoints which requires proper planning and execution.

Not having strong brand or not properly build up the brand in China

Brand power dominates in China.

A brand will not be successful in China if not successful in home country.

Branding is everything in China. Chinese consumers are more likely to investigate a brand before purchase:

  • Many consumers have been cheated with counterfeit products, fake reputable brands and domestic brands that are expensive but of poor quality; accordingly, they become paranoid and cautious towards unbranded products.
  • Additionally, Chinese people buy brands not only for the functions they have but also to reflect their social status and improve how other people perceive about them. Chinese consumers are willing to pay more if the brand can bring them prestige and respect among their social circle.
  • Brand positioning should be first focus for a new brand in China

It is important to tell your brand story to the Chinese audience after defining your brand identity and position in China.

Misunderstanding of the right use of WeChat

WeChat is the main social media in China for life and for business, and any brand doing business in China must have an official WeChat account.WeChat is at the heart of the digital marketing strategy.

But you should not think of your WeChat account as the channel to attract new customers. WeChat is the place to nurture your subscribers to convert them in customers or retain them. WeChat is critical part of your funnel. But you need to invest other marketing resources into other social media or off line events /shops… to get followers to be converted into WeChat. In particular, you need invest on Weibo or XiaoHongShu or other medias.

For more tips about right use of WeChat, check our linkedin page https://bit.ly/2YrESJ4

Not having the right partner in China

Lots of western companies have failed in China. In many cases it is also due to wrong partners as agents for sales or in a JV structure because there is no common vision, or because the interest of local partner is different. Checking the back-ground of a partner in China is a must, and you need local people to do it.

In terms of digital marketing, you need to have also a digital marketing specialized in China market, professional in terms of Chinese social media and marketing, to understand the local culture and customer needs.

Misunderstanding of the business culture

Giving face is a critical element of the Chinese business culture.

Giving face is all about preserving a good image for your company and team, your partners. It is vital when conducting business in China

Also you need to take into account Chinese calendar and holidays which is different from West (Chinese New year, Mid-automn festival…)

Going directly to e-commerce platform for SME

You must build up your e-reputation first. China social media users are far more active than in other countries and Chinese people are doing everything in their life with their mobile.

Also social media has a larger impact on the buying decisions of Chinese consumers than on those of any other country. If a Chinese consumer sees a product being discussed positively on a social media site, especially by a friend or acquaintance, they are far more likely to actually purchase the product than his or her counterpart in other countries. Peer recommendations have huge influence in Chinese culture, as formal institutions are less likely to be trusted. As your targeted audience is active on social media, you have to be present on social media.

After developing your brand awareness and e-reputation, manage your followers and subscribers community, you can then start selling on e-commerce platforms if you can get the right turnover to get meaningful ROI.

Not securing the IP

Before expanding your business in China, you need to obtain the necessary rights to ensure that you maintain a competitive advantage in the market.

Since China uses a first to file system for patents and trademark protection applications, it is then highly recommended to obtain IP protection for your business in China as soon as possible

Not taken into account China speed 7 times faster than in West

There is about a factor of 5 to 7 between China and western speed. You need to run your business in China at China speed, and have very quick decision process.

In China, there is always something new, new regulations, new competitors….The trend tomorrow is dead next month. You need to review your marketing strategy every year.

Of course, there are some other mistakes to avoid doing to enter successfully China market, and you can contact us to know more for your digital marketing strategy. https://bit/ly33oADAg

For more information, do not hesitate to contact us at project@emotionchina.cn

We can propose you customized digital marketing services according to your needs.

For more information about Digital marketing and business in China, subscribe to our newsletter : https://www.subscribepage.com/chinabusinessletter

Slow marketing strategy for an authentic brand

Slow marketing strategy for an authentic brand in China selling candles and scents:

In this fast paced China, there is a Chinese flagrance brand , “To Summer “ that is successful thanks to a slow marketing approach leveraging its quality and authentic products!

The Chinese flagrance brand sells crystal candles or scents with traditional Chinese elements behind every candle, as younger generations are increasingly taking pride in their heritage.

The home flagrance market has reached critical mass in 2020 in China after being boosted by Covid 19 as young consumers have been shifting their spending from bigger purchases to ones that could improve their life quality.

The brand sells products only through WeChat mini program, and updates product inventory only on Thursday night.

The brand wants to deliver a slow pace of living for its customers, and every product is well designed and customized to make consumers improving their life quality. Each scent is a bottle of time

Many customers buy it as a gift which is great driver of organic word of mouth marketing. As people will share the pictures on WeChat moments which minimizes the brand promotion budget.

Since his launch in 2019, the brand quickly became a social media sensation, soon opening also a flagship in Beijing.

Their star product, a scented oil that is dropped onto natural crystal stones and comes in a glass jar, is perfect for social media posts.

It is a deliberate choice of the owner of the brand to stay at the slow pace to match the post Covid stay home economy, with people more demanding about sensory experiences in their home. Also crafting art takes time.

While they have enough demand to grow the brand more quickly, the management team wants to stay at this slow pace for now and in coming few years. Thus slow marketing strategy for this brand has really been beneficial.

In China, brands should always find creative and innovative ways or strategies to emerge from the fierce competition.

To know more about marketing in China, follow our linkedin page https://bit.ly/2YrESJ4

We can support your marketing strategy implementation in China

For more information, do not hesitate to contact us at project@emotionchina.cn

We can propose you customized digital marketing services according to your needs.

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Do you know about DingZhen effect?

How can brands capture the attention of the domestic tourism market in China?

990 millions views with the DingZhen effect thanks to authenticity !!
Tashi #DingZhen, is born in Sichuan village of Litang. Recently he became a social media star after a photo of his bright and innocent smile together with pure and beautiful sceneries.


His videos about beautiful landscapes in Tibet and Sichuan have been seen 150 millions times within few days. After 2 weeks Douyin account opening, he has got more than 4 millions followers!
People are so enthusiastic about Ding Zhen thanks to the recognition of the value of the humanistic ecology behind him, and his authenticity.


Lots of tourism attractions and authorities have invite DingZhen in their WeChat and Weibo accounts to make promotion, taking advantage of the shift to shorter trips distance after Covid.

Now even some food or cosmetics brands also use DingZhen for promotion with the growth of the virality.

The reason is that Chinese consumers are getting more attracted by authentic people and sceneries, and about social and #sustainability engagement.

Chinese consumers are getting tired of the flashy style of travel.

To learn more about WeChat marketing in China, you can check our Linkedin company page


Takeaway:


Western brands need to take into account the Chinese culture and quick shift of consumer behaviors in their digitalmarketing  strategy. It is important in order to capture emotions of consumers and develop their brand reputation and sales in China.

For more information, do not hesitate to contact us at contact@emotiondigital.agency

We can propose you customized digital marketing services according to your needs.

For more information about Digital marketing and business in China, subscribe to our newsletter : https://www.subscribepage.com/chinabusinessletter