Discovering Possibilities: Assessing the Latest Advancements in China’s Industry

January 3, 2024

1.China’s Video Platforms Under Scrutiny Amid New Gov’t Campaign

  • The short video market in China has grown significantly; as of June, there were 1.02 billion online short video users, up 14.54 million from December 2022. 
  • Despite this expansion, the industry faces criticism for widespread dissemination of fabricated content. Content producers frequently create videos that cater to vulgar tastes or share sensationalist news in an effort to increase viewership and profits.
  • To address these concerns, Douyin, the Chinese version of TikTok, introduced measures in May requiring content creators to clearly label AI-generated content. This helps users distinguish between virtual and real content. 
  • Additionally, Weibo, the microblogging platform, initiated a trial of a “side note” function in September, similar to “community notes” on X (formerly Twitter). During this month-long campaign to counter inappropriate content and fake news, verified users can fact-check posts. 
  • Accounts or platforms found to be in violation face closure and penalties, as issued by the nation’s top internet watchdog.

LINK: https://mp.weixin.qq.com/s/CSDtfyeBj4SGDh37KGr46w

 

2.WeChat live shopping GMV hits 100 billion RMB

WeChat revealed on 11 December that WeChat’s shopping feature achieved 100 billion (13.9 billion USD) in gross merchandise volume this year.

Even with this remarkable number, sales of the specialized short video apps Douyin and Kuaishou, which are now the preferred online shopping destinations for many Chinese consumers, are still far below this amount. Douyin is expected to surpass Kuaishou’s sales of 800 million RMB (112.4 million USD) this year, with sales of 2 trillion RMB (281 billion USD).

Given that it has already developed a “pretty significant high-income and affluent customer base,” WeChat is now well-positioned to benefit from the expanding market for luxury live shopping. WeChat Channels can hopefully carve out a niche as the go-to destination for luxury live shopping, distinguishing itself from everyman apps Douyin and Kuaishou.

LINK: https://daoinsights.com/news/wechat-live-shopping-gmv-hits-100-billion/

 

 

3.China’s Gen Z ‘city walk’ phenomenon is good for brands

  • More than sixty percent of city walkers are wealthy, college-educated women in China’s first-tier cities between the ages of eighteen and thirty-five.
  • A growing number of lifestyle brands have already collaborated with regional influencers to produce themed city walks that are open to the public as part of their fan community.
  • To launch the brand’s newest coloring shade, Honey Light Gold, Schwarzkopf staged a “Color District” parade at Shanghai TX Huaihai Plaza. Taking advantage of the popularity of City Walk, the event brought together 10,000 spectators for the parade to celebrate bold styles and over 100 beauty KOLs.
  • Peco, a Chinese designer bag brand, adopted a playful approach with a “Dog Walk Show” on the streets of Shanghai to celebrate its ninth anniversary in late September. The brand styled nine models and dogs to stroll along the streets of Shanghai, with bag straps redesigned into leashes.
  • City walk’s resurgence is a uniquely contemporary Chinese phenomenon. The common thread uniting these city walk-related brand events is young people’s desire to get out more on the streets and live more in the moment.

 

 

 

 

 

 

LINK: https://jingdaily.com/posts/life-in-china-is-back-to-normal-so-why-are-foreign-tourists-skipping-the-country

 

4.Wechat account  test marketing content limit pop-up window

Users have been receiving relevant pop-up prompts in some WeChat account articles that contain marketing promotion information. These prompts indicate that the current content may contain unaudited third-party commercial marketing information, and users have the option to either continue reading the article or leave it.

Regarding this, a WeChat representative stated that “the pop-up window function is currently in the testing stage, and it is not a violation that will pop up; instead, the user will be repeatedly reminded and warned, and if the violation stays, the pop-up window will appear.”

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Uncovering Potential: Evaluating the Most Recent Developments in China’s Sector

December 6, 2023

1.Alibaba is being urged by Jack Ma to “change and reform” 

In an internal memo, Alibaba founder Jack Ma made an infrequent appearance and urged the e-commerce behemoth to “change and reform” following rival PDD’s stronger earnings report, which almost brought Alibaba’s market capitalization within striking distance. 

Ma called on Alibaba staff members to return to the company’s mission and vision to reform in order to secure “tomorrow and the day after glory,” while congratulating the eight-year-old PDD for its decision-making, execution, and efforts over the previous few years. 

Even though Taobao and Tmall Group are the most profitable divisions of Alibaba, new players in the e-commerce space, such as PDD and ByteDance’s Douyin, are posing a threat. 

Ma continued, saying he believed AI e-commerce was only getting started, which offered both an opportunity and a challenge. This statement aligns with Alibaba’s primary strategic focuses, previously disclosed by the new Alibaba CEO Eddie Wu, which prioritise being “user first” and “AI-driven.”

LINK: https://36kr.com/p/2538801460323843 

 

2.Prada showcases beauty and power with women’s national football players 

Three players from China’s women’s national football team—Yang Lina, Chen Qiaozhu, and Dou Jiaxing—participated in the launch of Prada’s newest campaign on November 21. This campaign followed the format of their campaign with 4 other Chinese women athletes early last year. Prada and Douyin, the Chinese counterpart of TikTok, collaborated to release a fashion shoot video and two clips featuring football players conducting one another’s interviews.

Prada officially partnered with the women’s national football team in July, just before the FIFA Women’s World Cup. 

The players and the Chinese national team received a resounding reception online, garnering over 35,000 likes across the three videos and hundreds of comments, proving that their efforts were worthwhile.

LINK: https://daoinsights.com/news/prada-showcases-beauty-and-power-with-womens-national-football-players/

 

3.Virtual bling takes over Chinese social media

Young Chinese consumers have discovered a creative way to enjoy a luxurious lifestyle without having to pay the price tag, in an era of digital technology where image frequently takes precedence. With photo editing, users can virtually try on and showcase luxury items like jewellery, handbags, and cosmetics without having to pay for the real thing. This new trend is called dianzi dapai, or “digital high-end brands” in English.

Because it gives young people an alternative to traditional luxury consumption, this newly discovered virtual luxury experience is appealing.

Mixing irony and fun, the trend indicates a shift in how the younger generation perceives and interacts with luxury brands. 

Given that numerous luxury brands own patents on their designs, legal experts caution against possible infringement issues.

It sends a strong message to luxury brands hoping to get into or grow in the Chinese market: success in this market will largely depend on how well they can combine the appeal of their goods with the technological sophistication of this market.

LINK: https://daoinsights.com/news/virtual-bling-takes-over-chinese-social-media/

 

4.What luxury brands can learn from Zara’s new China livestream concept

Zara is setting the bar. At first glance, the brand’s most recent broadcast could be mistaken for a movie or music video backdrop thanks to its 9,000-square-meter set, 12 cameras, and 50 professionals.

 Zara’s was much more controlled and orchestrated. The presenter demonstrated the brand’s sophistication and style by taking her time while posing for the products.

With no live broadcasting noise or sales, the anchors were conversing casually about merchandise, coordinated looks, and fashion.

Luxury brands could integrate interactive elements into their broadcasts, like live Q&A sessions with designers or virtual tours of ateliers, for a more holistic brand experience. Making the livestream not just informative but also engaging and memorable.

The goal should be to create a memorable brand experience that resonates with the audience, fostering loyalty and elevating the brand’s status in the consumer’s mind.

LINK: https://jingdaily.com/china-hard-luxury-report-promo/ 

 

5.WeChat Index Adds Live-streaming as Data Source

WeChat Index added livestreaming as a new source to help users better understand the popularity of keywords within the WeChat ecosystem.

WeChat index live-streaming source data will be factored into the computation starting on October 1, 2023. 

The following changes are expected to be observed: 

-The index number of keywords will increase.

-Records of changes in keywords may disappear or be added.

-The data source chart adds “live” sources, and the proportion of each source channel will change.


LINK: https://mp.weixin.qq.com/s/lzNt8iVAgwRygrfmclrM5w

 

6.Luxury Lessons From China’s Singles’ Day 2023

Luxury Brands Adapt to Consumer Behaviour:

Acknowledging the growing trend of “exquisite poverty” (精茴穷) among younger consumers, luxury brands deliberately engaged in Singles’ Day promotions. Companies that understood changing consumer tastes, like Gucci, Balenciaga, and Max Mara, provided exclusive items and interest-free instalment plans.

Trends and AI Integration:

During the event, Gen-Z consumers demonstrated a preference for jewelry, home furnishings, and wedding products. Their skill at taking advantage of platform discounts presented difficulties, though. Additionally, the integration of AI and the promotion of China-focused products emerged as prominent trends, indicating a shift towards technologically-driven shopping experiences.

AI produced virtual try-ons for MCM and Ralph Lauren, using the “Miaoya Camera” to create consumer avatars for clothing try-ons. Tmall (and Taobao) introduced 10 free AI features for merchants and launched a generative AI chatbot named Wenwen to address user queries.

The vulnerabilities of the platform have grown to be a serious problem. By employing reverse bundling strategies to take advantage of sales on high-end merchandise from labels like Dior, Versace, Burberry, and Ralph Lauren, young consumers are gaming the system. These tactics are widely discussed on social media platforms like Xiaohongshu, and their prevalence has disrupted business operations.

It’s a key occasion for consumers in China’s fourth- and fifth-tier cities who lack access to physical luxury brand stores in their areas.

While Tmall and JD.com accounted for the majority of sales during the event, orders across other social commerce platforms were up significantly: 20% on Pinduoduo, 50% on Kuaishou—and Douyin saw a jump of 119%. Xiaohongshu was a big winner too. According to the company, live-streaming sales saw an astounding 420% increase in addition to a 380% year-over-year increase in GMV. 

LINK: https://www-forbes-com.cdn.ampproject.org/c/s/www.forbes.com/sites/gemmawilliams/2023/11/15/luxury-lessons-from-chinas-singles-day-2023/amp/

 

7.Douyin’s e-commerce clampdown: platform cancels controversial sales star Xinba

Popular livestream anchor Douyin banned Xin Youzhi, also known as “sales king” and Xinba, at noon on November 2 for repeatedly posting misleading content, demeaning others, and inciting strife on China’s version of TikTok.

Douyin unveiled new rules earlier this year that prohibit offensive language, unfair competition, and malicious speculating among anchors’ online conduct. 

The move against Xinba is an indication that the industry leader in social commerce is taking tough measures against vendors in an effort to raise the caliber of its live streaming offerings.

LINK: https://jingdaily.com/douyins-e-commerce-clampdown-platform-cancels-controversial-sales-star-xinba/ 

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Unlocking the Power of 520 Day: How Brands are Capitalizing on China’s Love Celebration

May 18, 2023

You might know Valentine’s Day, but what if we told you that there’s another love day in China, where people celebrate love by sharing gifts with their loved ones? Yes, it’s ”520 Day”. China has more romantic holidays than most nations, with Valentine’s Day falling on February 14, 520 Day falling on May 20, and the Qixi Festival falling on August 22 this year.

You should be aware of 520 Day if you sell gifts such as jewelry, watches, handbags, or even automobiles. Valentine’s Day might not be a big deal in China. Instead, that happens most often on May 20 also called 520. Because it’s a consumer-focused holiday with a significant online component and gift-giving as a core element, it’s crucial for retailers to be aware of it.

Let’s get to know more about 520 days and how marketers can take advantage of them.

What is 520 in China?

Chinese users began using the term “520” online to shorten the phrase “I love you,” much like English speakers do with “ILY” or “ILU,” which is how 520 Day got its start. This is because when spoken in Mandarin, the phrase “I love you” (wǒ ài nǐ) sounds very similar to 520 (wǔ èr líng).

In China, it is not a recognized public holiday. However, on this special Day, restaurants and movie theaters are much more crowded and expensive in the evening. Also contrary to Qixi festival which is deeply rooter in Chinese tradition, ‘520’ is a purely commercial holiday coined only in recent years. It doesn’t take any of its allure and fun!

💕 Why should brands include Qixi, the Chinese Valentine’s Day, in their marketing strategies?

Is February 14 not so important anymore?

Valentine’s Day this year appears to be less busy than in years past. Big luxury brands like Louis Vuitton, Dior, Gucci, and Balenciaga didn’t launch any related initiatives in China. Social media platform Xiaohongshu recorded only around 50,000 posts mentioning “Valentine’s Day 2023” as of February 13, slightly fewer than the same period last year.

The general public does celebrate Valentine’s Day even though the holiday’s origins don’t have much cultural resonance with local shoppers. However according to a Chinese survey, people prefer traditional Chinese romantic celebrations like the Qixi Festival and 520 Day to Valentine’s Day.

Valentine’s Day is unlikely to gain popularity in China as consumers turn toward their own cultural heritage and brands prefer to leverage guochao in their marketing communication. 

This dynamic explains why high-end businesses have made marketing around more regional events a top priority. For the following significant romantic festival, 520 Day, luxury players will probably go all-out.

 

How are the other brands doing it?

 

Balenciaga 5:20 video game hall

Last year, Balenciaga launched a campaign that featured a number of charitable endeavors and limited editions, all of which were offered on their official website and in physical stores. One standout was the “5:20 Video Game Hall,” a virtual arcade with pixel art and a lifelike soundscape that is currently available on the company’s WeChat channel until May 20. Alongside this, WeChat memes and 520-only profile pictures were made available for free download.

This year, the brand prepared a range of 520-exclusive products such as T-shirts and other accessories. These can be decorated using included garment marker. There is also a beloved gaming component but this time users become farmers growing virtual crops using regenerative agricultural techniques.

🎮Female Gaming – One of China’s Most Promising Trends

Balenciaga 520 Campaign China

Saint Laurent’s Tmall Super Brand Day

Since the beginning of its campaign on April 30 in conjunction with Tmall Super Brand Day, French luxury fashion house Yves Saint Laurent has amassed hundreds of millions of cumulative exposures online. 

The pink version of its Kate bag line was first introduced during the campaign. The color symbolizes love.

Saint Laurent has created an interactive 3D experience that enables customers to try on the various styles in an immersive setting. In addition to enlisting the help of celebrities and KOLs on social media. 

 

Special 520 products from Bvlgari

On May 1, Bvlgari launched a campaign to promote its 520 products, and to do so, it used Weibo’s pop-up advertisements to introduce Wu Lei as its 520 campaign spokesperson.

The first 1000 customers who spend more than 20,000 RMB between April 20 and May 20 will receive special 520 stickers. The first 300 customers who order 520 items online will also receive a special festival-related stamp in the mail.

 

Tiffany’s limited edition ruby necklace – “Blue is the Color of Love”

Tiffany presented a limited edition Tiffany Hardwear necklace set with rubies to commemorate Valentine’s Day this year. Olympic gold medalist and model Eileen Gu was the face of the luxury jeweler’s  advertising campaign.

Gu’s support for this cause has increased its social media engagement: as of publication, the campaign hashtags #ElieenGuTiffanytheColorofLove and #ElieenGuColorson on Weibo had amassed a combined viewership of 230 million, a sizable number for a commercial ad.

With comments like “mysterious,” “high-end,” and “gorgeous,” 99 million people have viewed Tiffany’s iconic blue box.

Tiffany 520 Campaign China Eileen Gu

“V” for love from Valentino

The Valentino Garavani 520 Mini Loc handbag campaign featured the letter “v” from the word “love” concealed inside the iconic logo of the accessory. 

The theme of the campaign was that love is a special declaration between two people. Along with this storytelling, the celebrity partnerships for the campaign received overwhelmingly positive reviews from online users.

One of the top 3 trending topics on Weibo on May 10 was the hashtag #LayZhangJessicaJung, which received 100 million views in a single day.

 

Maison Margiela’s “I love” twist locker

Margiela introduced Aa New Lock handbag exclusively in China. The piece made its debut in Maison Margiela’s Avant-Premiere Spring-Summer 2022 collection, embellished with pistachio green leather and an “I love” twist locker.

Multiple sets of character strings with associations to love can be found in the accessory’s twist locker’s special edition. When the bag is locked, the phrase “I love” is visible; when it is unlocked, a number of options are available, including “You,” “The Earth,” “My Cat,” and “Maison Margiela.”

 

Prada: Mathematics of Love

One of the first high-end companies to launch its 520 campaign in China was Prada. The “Mathematics of Love” campaign  examines love in the context of the post-pandemic era. It defines love as both universal and particular, timeless yet also linked to the present.

A special selection of 520 products are available through a WeChat pop-up shop.

 

​​Louis Vuitton: Treasure Hunt

Louis Vuitton released a 90-second short film on May 12 to commemorate 520 Day. The film shows a treasure hunt on the company’s monogram handbags led by the actress Song Jia and livestreamer Li Jiaqi.

Li’s on-screen persona is unusual for Louis Vuitton, which has traditionally favored celebrities with sizable fan bases; however, his endorsement seems to have greatly impressed netizens, as his Weibo campaign post garnered over 4.2 million views.

 

Diesel Taps Collectible 

Diesel and Dolores, a company known for its collectible toys, worked together to produce 520 Valentine’s Day figurines this year. 

The art toys come in three colorways: neon pink, neon green, and neon yellow. They feature Diesel’s Spring 2023 collection and its best-selling 1DR handbags. 

DIESEL 520 Campaign China

📅 Discover our China’s 2023 Marketing Calendar

Conclusion

Referencing well-known Chinese holidays or launching specific promotions can be a very effective way to engage customers. However, it’s equally crucial to ensure your messaging and imagery are culturally sensitive. Do not rely on stereotypes, or you run the risk of gravely offending your audience.

If you want to know more about the Chinese market and how we can help your business, contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

 

 

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WeChat Open Class Pro: A Look at What’s in Store for Businesses in 2023

March 2, 2023

WeChat Open Class PRO is a hyped and highly-anticipated annual conference organized by Tencent and aimed at creators.

In addition to showcasing exciting new developments and plans that WeChat has in store, the event aims to offer insightful information about how medium and small businesses can use the platform to spur growth and raise brand awareness. 

Let’s see how this can impact brands and businesses that use WeChat to reach their customer base…

 

Why is WeChat Class PRO important for businesses?

Weixin Open Class PRO also referred to as WeChat Open Class PRO, is a yearly conference organized for developers, companies, and marketers to learn about the most recent features, updates, and best practices for the largest social media platform in China. We covered the event last year – WeChat Weixin Open Class PRO 2022.

Here are some reasons why Weixin Open Class PRO is important for businesses:

 

Keep up with the newest features

  • Businesses can learn more about the most recent features and updates, including Mini Programs, WeChat Pay, and WeChat Work, thanks to Weixin Open Class PRO. 
  • By using new features to improve their marketing and customer engagement strategies, businesses can benefit from this information and stay one step ahead of the competition.

 

Find out the best practices

  • Businesses have the chance to learn how to use WeChat to grow their operations from successful case studies and industry experts through Weixin Open Class PRO. 
  • This can help businesses maximize their marketing efforts, improve customer engagement, and raise brand awareness.

 

Access to Tencent resources

  • Businesses can access resources from Tencent, including its developer tools and APIs, through Weixin Open Class PRO. 
  • In order to better serve their customers, this can assist businesses in developing customized WeChat solutions, such as Mini Programs.
  • In general, Weixin Open Class PRO is crucial for companies looking to stay competitive and use WeChat to promote business expansion in China.

 

📹 Watch the whole recording of the WeChat PRO 2023 conference here

 

What can we expect for 2023?

Based on the Open Class PRO  and our own observations, we can tell that:

 

WeChat Channels:

  • After a year of new features including adding customer service integrations, WeChat Channels will continue to grow. Check out WeChat Channels Stats 2023 & Growth Plan to find out more. 
  • Moreover, Tencent made a commitment to help creators. Their team stated that they would offer in a total of 5 billion free views in traffic, as well as richer and more comprehensive monetization tools and incentive policies, in order to assist anyone who is serious about broadcasting, growing, and earning money. 

Backstreet Boys WeChat Channels

New Formats:

  • WeChat appears to be introducing new ad formats and improved integrations.
  • There is certain format fatigue as the article format has been the same for years. This year, Tencent tests to implement new formats like:
    • Images will be stacked and horizontally viewable in a 3:4 aspect ratio.
    • Up to 300 characters will be allowed in the description section.
    • Optimized services related to image display to gain traction.

WeChat Image Message New Format

WeChat Search:

  • The WeChat search engine continued to expand, reaching 800 million monthly users:
    • Earlier this month, WeChat released a small program called Search data assistant.
    • Wechat’s backend has been updated with new features to help brands better track it.

 

🔍 A Quick Guide to WeChat Search As a Marketing Tool

WeChat SEO Search Keywords

WeCom:

  • Undoubtedly, WeCom will expand as well. WeCom, Weixin’s product specifically designed for businesses, offers practical office automation and communication tools. It is also being adopted by the education sector more and more.
  • According to the Industry Resilience and Recovery Potential Report 2023 that Weixin released at the Weixin Open Class PRO, SME businesses with fewer than 500 employees saw a 35% increase in the number of daily active WeCom enterprise users in the manufacturing sector year over year. 

 

AI development:

  • Lastly, it’s worth noting the advancements made by the WeChat AI team. In 2022, the AI team made improvements to the WeChat dialogue open platform called co-enterprise WeChat.
  • They also introduced a new service called “dialogue robot” for corporate WeChat. It will allow for more seamless integration between robots and artificial customer service in the customer service scene. This natural integration enabled companies to serve their users more efficiently.

 

Conclusion

Firstly, WeChat’s annual Open Class Pro conference is a crucial event for businesses seeking to stay ahead of the competition and expand their customer base in China. Moreover, we can expect continued growth and innovation from WeChat in 2023, with the 2022 conference focusing on mini-programs, payment, and search functions, and advancements in the app’s short video service, Channels. 

Furthermore, with Tencent’s commitment to investing in traffic and monetization tools, as well as advancements in ad formats and WeChat AI, businesses can anticipate new opportunities for engagement and growth on the platform. 

Meanwhile, if you want to know more about WeChat, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

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How to Make a Great First Impression on WeChat with an Official Account?

November 4, 2022

WeChat’s active users are steadily increasing, and it has over 1.29 billion monthly users. Today, WeChat is one of the leading social networks worldwide, ranking fifth in terms of active users. As literally, everyone in China is on WeChat so are the brands using the official account function to connect with their fans, business partners, and potential prospects. On average, most of the users followed between 10 and 20 WeChat official accounts. So, it is very crucial for businesses to stand out in order to attract potential customers, and it is not easy.

Here are a few things you can do to make the best first impression on WeChat as the brand’s official WeChat account

How do WeChat users discover and start following official accounts?

How do users come across a WeChat account? There are different ways one might come across a brand’s official WeChat account. People might find official accounts thanks to QR codes which are ubiquitous in China and can be placed on: 

  • Marketing materials,
  • Web sites,
  • Newsletters,
  • Brochures,
  • Business cards. 

The target audience that is using the WeChat app can reach the Official accounts through:

Other methods of fan acquisition

There are even other ways a user can reach an official account inside the WeChat app. However, WeChat users may also be reached through paid promotions, collaborations with KOLs, and other partners. KOL marketing is huge and can benefit businesses by creating awareness. If you think that KOL/influencer marketing is only for lifestyle brands, you might want to rethink your approach. Since WeChat brand marketing is all about official accounts, you can also collaborate with bigger accounts to promote your brand. You can subscribe to our newsletter to receive information about new posts or follow our official WeChat account at KRDS-Agency.

How to make the best first impression on WeChat?

When the audience lands on the account, they first see the main page. It is the flagship of a brand presence on WeChat and it creates the first impression on the audience about the style and the message of the brand. A brand’s official account can be an equivalent of an official website. 

Firstly, the main page showcases the brand logo, description, and menu, and has the latest articles published. It is very important to keep in mind that the information is accurate and stays aligned with the brand. Secondly, you should make sure it is presented in a clear and user-friendly way.

Moreover, there is a welcome message. When a user starts following an official account, a welcome message will be prompted automatically. Typically, the welcome message contains information about the company, the current campaign, a link to the mini-program, and more.

Along with the welcome message, you can see a menu at the bottom. A proper and well-maintained menu is critical as it is one of the most frequently clicked items on the entire WeChat account.

Many users want to get the information right away that they are looking for. It is the first place people reach out and navigate through the account. Therefore, menu tabs should be embedded within WeChat or link to a website hosted on the Chinese server. You can also mirror the menu from the official website.

 

User’s journey through the WeChat official account

Stage 1: First impressions

Regardless of how users found your account, they will land on your main WeChat page and will make a decision if they want to follow your account. They will see the account name, brand logo, description, your company name as on the business license. They will also see how many of their friends are also following your account. Still, even before following you, they can see the latest articles (make sure the thumbnails look nice and eye-catching), interact with the menu tabs and see if you have a dedicated video Channels account.

🎥 What are WeChat Channels and how you can incorporate them in your WeChat planning?

Stage 2: Why should I follow?

When someone first follows an account, they immediately come across the automatic welcome message. In the welcome message, clearly and simply inform what kind of content they can expect from the account. For example, it’s a good idea to include a brief introduction to your company, quick links to your offerings, and contact methods. 

WeChat Welcome message

Stage 3: Did I find what I was looking for?

There is a WeChat menu to help with this. The WeChat menu is an extremely important part of the official account. It is actually quite often overlooked or not updated regularly. For instance even inactive accounts, still see considerable traffic each month just to their menu tabs. 

ℹ️ Learn more about the menu

ℹ️ How to optimize your WeChat menu?

WeChat Menu

Stage 4: Auto-replies

It happens that users don’t find the information they were looking for in the menu. Sometimes they simply prefer a one-on-one and direct conversation. In order to facilitate your customer service work, you can set up automatic replies prompted by the most frequently asked questions and relevant keywords. In other words, your followers don’t need to wait and get an instant reply.

Conclusion

WeChat is a huge deal if you want to attract an audience. The audience can judge a business through the WeChat official account. So, it is very important to understand how to maintain the account in a better way to attract and make the audience follow the WeChat official account.

If you wish to know more about WeChat marketing and content creation or other marketing techniques in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

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What is the Mid-Autumn Festival and How do Brands Approach It?

September 7, 2022

First of all, happy mid-autumn festival from the WeChat Agency team!

 

 

 

 

 

 

 

China has a very distinct cultural history, traditions, and holidays. Such days continue to be essential marketing touchpoints. In recent times they have evolved into shopping plans for the average consumer. 

The second most important festival after Chinese New Year is the Mid-Autumn Festival. This year it falls on September 10. 

So for all the businesses out there, this is a fantastic chance for you to draw Chinese customers in with relevant advertising and merchandise!

And without further ado, let’s learn about the Mid-Autumn Festival and how your company can benefit from it.

 

Mid-Autumn Festival

This holiday which celebrates the end of the harvest season is typically marked by family get-togethers, lantern festivals, and mooncake celebrations, yummy right!
It is celebrated in many other Asian nations as well, such as Singapore, Vietnam, Korea, and Malaysia, and as said earlier, it is the second-most significant festival after Chinese New Year.

When: The Mid-Autumn Festival occurs on the fifteenth day of the Chinese calendar’s eighth month.
Significance: It’s a significant festival in Chinese culture and very comparable to the Western Thanksgiving holiday.
How do people in China celebrate? Friends, family, and delectable food are all that matter, with the mooncake taking center stage. 

As the full moon shines brightly in the sky, people also celebrate by lighting decorative lanterns. Mooncakes and other items with festive themes are frequently given as gifts to friends and family.

 

What ways can brands celebrate? 

Moon cakes

Mooncakes are like the life source of this celebration. In fact, the Mid-Autumn Festival is also known as the Mooncake Festival!
Mooncakes can be a fantastic opportunity for brands to use and take full advantage of the festive spirit.

 

In fact, according to a recent analysis by iiMedia, the size of the Chinese mooncake gift box industry quadrupled between 2016 and 2021, rising from $1.7 billion (11.6 billion RMB) to $2.5 billion (16.9 billion RMB). As a result of this demand, there are now an increasing number of mooncake businesses in China, 40,478 as of July 2022, making it even more important to stand out creatively.

With their purchases, several brands give customers gift boxes of mooncakes to celebrate the Mid-Autumn Festival.
This can be easily accomplished by collaborating with a nearby eatery or food company so that their customers can use a voucher to purchase a gift-boxed mooncake.

Some brands have also put their own spin on the delicacy. 

They opt for an experimental mixture rather than the traditional red bean or lotus seed paste. Mooncakes are a significant means by which businesses can show that they are aware of regional customs.

Starbucks, for instance, joined the competition with its own coffee-flavored mooncake! Each was stamped with the Starbucks logo and the promotional Facebook post won over 20,000 engagements. 

For the Mid-Autumn Festival, companies can include the moon in their products. In order to maintain the festive atmosphere, Alexander McQueen used traditional ink on a jewel box with festive theme elements that represented the moon and moonlight.

 

WeChat greetings

WeChat is a popular platform for friends and family to exchange holiday greetings. The Chinese usually send greetings to one another via WeChat. In WeChat, people also post images of themselves participating in the festival by lighting lanterns and eating mooncakes. Stickers, GIFs are the most popular ways to do that. 

Tencent developed “Moonments,” a mixed reality campaign intended to represent the potent force of Chinese culture.

People had to focus on the moon from their current location to create it, and once they did, they were told to choose a location on the Great Wall of China. They will get a view of the moon and the Great Wall of China. They can now choose from a list of traditional Chinese poems about the moon. Finally, you’ll have a poster to share on WeChat Moments with your Moon Festival greeting.

Other brands can also create something special, like Moonments, to engage consumers on special occasions and celebrate Chinese culture.

On September 8th, Ayayi started working for Alibaba as the proprietor of Tmall Super Brand. She had her own ID card and launched the first NFT digital mooncake for the Mid-Autumn Festival.

Gaming

The Mid-Autumn Festival is also a great time to gamify your website or app by providing some sort of competition, gaming experience or scoring, or perks because Chinese people love digital trends, games, and other interactive oddities.

For instance, Kate Spade used WeChat to launch a flight game that spread lovely festival lanterns filled with congratulations across the screen. This made it possible for everyone to spread good vibes and well wishes while sharing the branded lantern with family and friends.

The well-known smartphone app game Angry Birds also celebrated the holiday by switching out its standard golden eggs for lovely golden mooncakes and adding 34 levels with an oriental theme.

 

Cool campaigns for Mid-Autumn festival

Mooncakes and holiday-related items are the main presents that are given and received. However, young people enjoy shopping particularly, and many companies advertise specialty mooncakes or limited-edition holiday-themed goods. 

Let’s take a look at some interesting campaigns that took place in recent years:  

 

Mooncakes from Fendi

Fendi adopted a novel method for designing containers. The brand chose a highly functional cylinder shape that could transform into a lantern because lanterns are a prominent aspect of the Mid-Autumn Festival. A small, vertical set of drawers containing mooncakes is revealed when the cylinder is opened. Each mooncake bears the FF stamp of the company. 

The protective film covering a tiny battery on the tube’s side can be removed after the drawers have been taken out and the container has been shut. This activates internal LED lighting that projects light through star-shaped holes onto nearby walls to simulate a starry night. It also rotates.

Their messaging was charming as well. In association with Chinese artist Oscar Wang, they unveiled a 15-second animation featuring Fendidi the Panda. The company’s social media accounts like Weibo, WeChat, and RED, all showed the campaign. Additionally, it was available globally on Facebook, Twitter, and Instagram. It featured adorable depictions of a full moon, an astronaut, and the panda, China’s national animal.

They also ran a mooncake distribution campaign. The company covered a wide range of topics in novel and enjoyable ways.

 

Perfect Diary: Beauty Products with Mid-Autumn Festival Theme

Some companies choose to use other products that draw inspiration from the holiday rather than traditional offerings like mooncakes. Perfect Diary, a domestic Chinese beauty brand that has been capitalizing on the guochao trend and a strong marketing strategy in the country, released a Mid-Autumn Festival-themed eyeshadow palette. 

They collaborated with the Guochao incubator on Tmall and co-branded the palette with China Aerospace Science and Technology Corporation, or NASA in China. Chang’E and Jade Rabbit are two examples of characters from Mid-Autumn Festival fables who reside on the moon that have been given names for China’s lunar probes.

Their Mid-Autumn palette also complimented a line of shadows with an animal theme that the company had started in 2019. The brand ambassador for the “Explorer Eyeshadow Palette 11, Rabbit” was Luo Yunxi, and the campaign included beauty KOLs who posted makeup tutorials using the palette on social media.

The company additionally unveiled a computer-generated campaign video with the moon, other planets, a fictitious model, and an enigmatic rabbit. Over 110 million people have viewed the Weibo hashtag #PerfectDiaryRabbitPalette, and over a million people have watched the video. The young followers of the brand loved it. 

 

HeyTea: Serving young thirsty people

HeyTea took advantage of the opportunity to introduce a special holiday beverage and limited-edition goods. The brand created a special custardy, creamy, yellow bubble tea with a picture of the fabled Jade Rabbit, who resides on the moon, in celebration of the holiday. 

In its giveaway promotion, it also provided limited-edition lanterns, stickers, and coupons as prizes. Anyone who interacted with the brand’s accounts on Douyin, Weibo, Xiaohongshu, or Bilibili had a chance to win.

Fans left thousands of comments, reposts, and likes on a Weibo post promoting this unique bubble tea.

 

Tory Burch: Heartfelt family tales strike the right emotional chord

The American clothing company, Tory Burch, did not introduce any unique mooncakes or packaging. They didn’t try to appeal to Gen Z or create a CGI animation. They chose an approach that was less complicated and got right to the point of the holiday. It all came down to family for them.

The company requested that users share touching family stories on Weibo in exchange for a special gift from the company. They demonstrated their understanding of the holiday and provided a platform for people to express their gratitude by choosing such a meaningful topic with such strong connections to the holiday.

 This raised admiration for the brand and raised consumer awareness of it. The brand collaborated with local artisanal businesses to design exquisite packaging for gifts for VIPs and prize winners.

🧧 Check out how other Chinese festivals can be leveraged by brands

Conclusion

Mooncakes, lanterns, friends, and family are the main components of the mid-autumn festival. If you are trying to leverage this festival for sales in the Chinese market, you need to be very creative and innovative in including these in your strategy.

However, Mid-Autumn Festival offerings don’t always have to revolve around mooncakes, lovely jars, or lanterns. Brands can also introduce a limited edition of their usual products and connect it with the holiday through its color, flavor, design, or in other ways.

If you wish to know more about marketing techniques in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

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What’s new happening in China?

August 29, 2022

WeChat Channels and WeCom – Perfect Partners

Utilizing short videos and live streaming can be difficult. WeChat Channels introduce fresh approaches to improve interactions with fans and viewers thanks to WeCom solutions:

  • Buttons for adding the chat to the customer service account
  • Pushing business cards during a live broadcast
  • Employees at WeCom can have up to 50 profiles connected to a single WeChat Channels account.
  • Users can share the stream directly with their moments or groups.

Link: https://mp.weixin.qq.com/s/T0LAvsiVkXRLQ_kSzt-sUA

 

China’s cross-border e-commerce for first-time market entry

The Chinese government has promoted CBeC (cross-border e-commerce) in China over the past ten years by enacting legislative incentives like preferential tax rates and cross-border e-commerce pilot zones.

Cross-border e-commerce has lower regulatory barriers than traditional trade, which requires a significant initial investment, making it a quicker, lower-risk, and more accessible way for foreign brands to begin selling in China.

Link: https://mp.weixin.qq.com/s/0KxWcwmp4piKlS_rLQu4YA

 

ByteDance quietly launches search app Wukong in China, where Google is banned

Owner of the popular short video app TikTok, ByteDance, has quietly introduced a new search engine that guarantees there will be no ads online. ByteDance and Baidu, the dominant search engine in China, are now more directly competing thanks to Wukong, which is currently offered on the Chinese Apple App Store and various Chinese Android app stores.

According to the new app’s advertising, it offers “quality information and search without ads.” It’s possible to read the phrase as a subtle dig at Baidu, which has long drawn flak for its use of paid listings in search results.

Wukong offers a variety of search categories, including news, images, and video, just like other well-known search engines. Additionally, it offers a feature similar to web browsers’ “incognito mode” that does not save search history and lets users bookmark pages.

Link: https://www.digitalinformationworld.com/2022/08/tiktoks-parent-firm-bytedance-quietly.html

ByteDance rival Kuaishou narrows losses, boosts revenue at overseas operations amid gains made in domestic business

After beginning to restructure its international business in March, Kuaishou Technology, owner of the second-largest short video platform in China, narrowed losses at its overseas operations in the three months that ended June 30 while seeing revenue rise by more than 1,000% year over year.

Compared to the 4.4 billion yuan loss experienced during the same period last year, the operating loss at Kuaishou’s overseas operations significantly decreased to 1.6 billion yuan in the second quarter. Revenue increased by 1,328 percent to 103.4 million yuan from 7.2 million yuan a year earlier.

Currently, Kuaishou’s international operations are concentrated in Indonesia with its SnackVideo app and Brazil where it runs the short video app Kwai. In August of last year, the company removed its Zynn short video app from the US after failing to compete with TikTok, which is owned by ByteDance and has more than 1 billion users worldwide.

Link:https://www.scmp.com/tech/big-tech/article/3190023/bytedance-rival-kuaishou-narrows-losses-boosts-revenue-oversea

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Why Adding the WeChat Mini Program to Your Business Will Make All the Difference?

July 21, 2022

Need to switch between different apps for different services? 

The process can be time-consuming and inconvenient, and you might end up with a number of apps that you rarely use. 

They eat up a lot of storage too. 🙄

Additionally, having multiple apps can be challenging for businesses as it requires additional resources and expenses. This has led to “Mini-Programs”. 

Global corporations are now creating their own mini-programs because it benefits both service providers and ends users equally. Tencent, WeChat’s owner and operator, a major Chinese tech company, has also added mini-programs to their applications.

The WeChat Mini-Programs: What Are They?

WeChat mini-programs are “sub-applications” within the WeChat ecosystem. In 2017, Tencent added mini-programs to WeChat. 

As of 2021, over 4.3 million WeChat mini-programs with 410 million daily active users existed. WeChat mini-programs have altered how companies conduct business on the platform. 

WeChat mini-games, lifestyle mini-apps, and e-commerce mini-programs are just some of the various kinds of mini-programs. A few of the popular mini-programs are

  • A restaurant mini program has multiple sections: to order delivery, pick-up, and dine-in along with the full menu and membership program. 

Restaurant mini program

  • A local hospital mini program allows users to check the hospital location, doctors’ availability, book appointment, and process payments.

hospital mini program

  • Housing-app mini program allows users to search for short and long-term leases, chat with apartment owners and explore the city maps to search for places.

housing mini program

 

Accessing WeChat Mini Program

WeChat mini-programs can be accessed in a variety of ways. 

Swiping down on WeChat to access a list of recently used or saved Mini programs is the most popular method. 

Youzan, a WeChat shop platform, reports that this swipe down the interface accounts for 27% of Mini Program traffic. Users can also access WeChat mini-programs via:

  • WeChat Official Account menu
  • Placed inside a WeChat article
  • WeChat’s Discover tab
  • Sharing cards on WeChat groups
  • Mini Program QR Code Scan
  • Search

Interesting Facts About WeChat Mini-Programs

  • 50% of the top WeChat mini-programs also have a native app. Brands can still use a mini-program to draw WeChat users to their app or website even though they already have their own apps.
  • The WeChat mini-programs age ranges are fairly evenly distributed. Therefore, the mini-programs need not be limited to a particular age group and its preferences.
  • Women make up 71% of users of the WeChat E-Commerce Mini program. This is an opportunity for companies in the fashion, cosmetics, beauty, health, and wellness sectors to advertise their goods in WeChat mini-programs.
  • Mainland of China is home to 98.6% of WeChat’s users. The use of this feature can increase sales for businesses that are attempting to market their products.
  • Europe and Russia account for 56.98% of all WeChat mini-program users outside of China. Brands can use WeChat mini-programs to advertise their products in Europe and Russia since it is simpler to obtain permission for one app than for many when using WeChat.

User Participation In Wechat Mini-Programs

WeChat mini-program usage has grown significantly over time. There is an even greater increase in time spent thanks to WeChat mini-games. 67% of WeChat’s mini-program users use them more than four times per day, making them the majority of heavy users. WeChat mini-programs now account for 42% of all orders between 200 and 1,000 RMB, an increase in the percentage of small orders over time. 16.6% of users spend more than 1,000 RMB via mini-programs each month. 

This could be a result of the fact that 7.4% of WeChat mini-program users only make over 10,000 RMB per month. 

Why Should Businesses Use The WeChat Mini-Program?

Users can purchase items within the WeChat app with the aid of mini-programs. Increased conversion rates may result from this. Because of that the app’s key opinion leaders are crucial for utilizing the e-commerce mini-programs. 

It is challenging to turn content into e-commerce because WeChat advertisements aren’t very good at identifying consumers and linking to products in the articles. It was made possible by WeChat by connecting products to eCommerce mini-programs.

In addition to these eCommerce conversions, WeChat mini-programs can be helpful in offline use-cases. For instance, unlocking a shared bike or paying for gas at a gas station.

WeChat Mini-programs will probably still be a crucial component of your marketing ecosystem if you’re aiming to attract higher-end users because they make converting new users easier. Users who try out your offerings through the WeChat Mini program will be much more likely to switch to a native app after that.

In reality, half of the most popular WeChat Mini-programs have a native app as well. This is particularly true in the E-commerce and lifestyle services sectors, where over 80% of the top 100 WeChat mini-programs have a corresponding native application.

Conclusion 

Mini-programs can be very beneficial as social media platforms start to emerge as a business tool. Though WeChat has numerous mini-programs for different purposes, E-commerce mini-programs steal the show as they facilitate better conversion within the app. 

So when it comes to the big question, “Do we need them?”, well, that depends on the requirements of the business.

If you wish to know more about WeChat mini-programs or other marketing techniques in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

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WeChat Interactive Articles – Introduction & Examples

July 1, 2022

WeChat Interactive Articles (WIA) are a relatively new and highly engaging way of presenting content on WeChat. They are created by brands and are designed to be quick, easy, and fun! Thanks to different features they can be used to engage with your audience in a very unique way.

What exactly are interactive posts?

You might have seen WeChat posts embellished with GIFs or other eye-catching graphics. Creators can upload such elements into articles directly in the WeChat backend when creating an article. However, WeChat’s native backend offers extremely limited options. That’s why many brands decide to use third-party platforms to create their posts. For example, you can add some features like swiping or ‘click to reveal’ to your posts using popular browser-based editing tools like xiumi. 

More advanced interactive features require coding and are increasingly popular among WeChat brands. 

What Are Animated SVGs?

Let’s begin with a technical explanation here. Scalable Vector Graphics (SVG) is a vector picture format for two-dimensional graphics that is based on Extensible Markup Language (XML) and supports animation and interactivity. A less technical explanation is that it is a special kind of image format – a Scalable Vector Graphic. We know, TL;DR. Let’s move to a more practical explanation.

Let us share with you some of the coolest examples of interactive posts. The effects can include tapping, long-pressing, selecting an answer (micro quizzes), and more. 

Montagut interactive post

 

 

 

 

Why Interactive Posts Are a Great Alternative? 

First of all, they are extremely engaging! A social media post with a picture is 10 times more likely to receive interaction. This is due to the fact that our brains process images and colors more quickly than other types of information. Therefore, advancing the idea and animating your image will also boost engagement. If your post hit the sweet spot, there is a good chance that your readers will share it further with their friends. 

Classic static content no longer do especially when users are constantly inundated with new posts from brands. 

Secondly, they can also be an interesting alternative to H5 mini-sites. 

  • Creating an H5 mini-page requires much more effort in terms of time and budget. An interactive post can be a good option for smaller budgets and quick turnaround.
  • User journey doesn’t require WeChat readers to leave the article as it happens when redirecting to an H5 page.  

Montagut interactive post

 

 

 

Naturally, H5 is still a great option for bigger campaigns that need to pack varied special effects or more complex interactions. Tracking clicks is also possible on an interactive article. It is worth mentioning that interactive features on the articles, even with coding, will still be quite basic but nonetheless fun. 

groz beckert interactive post

 

 

 

You can also add a call to action (CTA) to demonstrate to readers the benefits they will receive; it should also be rewarding, contextually appropriate, and consistent with the official account’s branding and content style. When you catch readers’ attention, you can try to redirect them to e.g. your e-shop mini-program. 

blackrock interactive post

 

 

 

Conclusion

When creating interactive WeChat articles, keep in mind these essential components. You might feel tempted to add too many interactive elements. We suggest keeping them to around 5 but well-thought-out and creative ones. Make sure your content is on-brand and that the interactions are clearly indicated.

Always remember that a brand’s engagement and conversion rate are better the more interactive it is.

If you wish to know more about WeChat articles & other marketing techniques in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

 

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China Marketing Strategy: One Size Doesn’t Fit All

June 16, 2022

China’s marketing strategy is a minefield. If you want to build a brand in the Chinese market, you need to know how to navigate it. 

Entering the Chinese market is not only intimidating for the newcomers but also for existing businesses. Rapidly changing tastes, the market’s vastness, and nuanced preferences of more than 1.4 billion consumers living in very differentiated geographic and socio-cultural environments can be daunting for well-established players as well.

This is especially true for FMCG that are hyper-sensitive to consumers’ evolving tastes. That’s why often there is no such thing as a one-size-fits-all marketing strategy in China. Actually having one monolith strategy for China can be more harmful than having no strategy at all. 

Brands must develop strategies for localized branding, communication, e-commerce, and traditional distribution in order to build a good business in China. These will necessitate a thorough awareness of consumer patterns and profiles, as well as familiarity with local marketing and operations. Otherwise, they will be unable to respond effectively to consumer desires and needs, increasing the danger of failing.

Why Is It Necessary to Localize?

The main point is that it’s easy for brands to assume that Chinese consumers are one homogeneous group of people with identical tastes and preferences. Also, most brands tend to focus on consumers based in China’s 1st tier cities like Shanghai or Beijing. 

The Chinese city tier system is an unofficial hierarchical classification of Chinese cities. Media often use it as a point of reference to illustrate their financial, commercial, and overall business attractiveness. Usually, there are 5 levels of so-called tiers with some outlets adding an additional classification for the most rapidly developing cities. These are called New Tier 1 cities with Chengdu, Chongqing, Hangzhou, Wuhan, Nanjing, and Tianjin among them. Only imagine that there are almost 150 cities in China that are bigger than Berlin (3.5 million). 

Every target audience has diverse needs and aspirations, and firms that don’t have a defined marketing plan will waste company resources chasing the incorrect demographics.

It’s a big misconception that consumers in those 2nd or 3rd-tier cities are the same as consumers in Shanghai or Beijing. A lot of reports on Chinese consumers often focus on the population samples from the biggest cities leaving the intricacies and local differences out of sight. People living in different Chinese provinces and locations will show different consumer behaviors and have varied income levels. Very often even the climate or weather patterns can play a big factor in their consumption habits.

KFC Pizza Hut McDonalds China

Examples of global fast-food chains adapting to local tastes: Mcdonalds’ pickle sandwich, KFC’s egg tarts, and durian pizza from Pizza Hut

Local Nuances

Just to give you an example, and of course, these are just exaggerations. E.g. Chengdu youth scene is famous for being among the most flourishing in China while people from Wuxi, an over 6 million people city near Shanghai, are renowned for their entrepreneurship spirit. Based on deeper research and local knowledge you can find a lot of nuances and specific interests that you can leverage in your brand communication, packaging, and pricing that will ultimately make a difference. 

So when you’re trying to figure out how to make your retail experience more Chinese-friendly, the first step is figuring out who exactly you’re trying to attract—and then how best to reach them. Some brands might find success by hiring local employees who speak the dialects of their target market(s) fluently. They can often offer their own personal recommendations; others might do better by partnering with influencers who already have strong followings among those groups of people. Surveys and local focus groups can also be of great help.

Competitors in the biggest Chinese cities are fierce and the market is well saturated with all kinds of goods readily available. Therefore brands now want to expand their reach and deepen their penetration of the Chinese market. Because of a lack of understanding and applying the same strategies that worked in the biggest Chinese coastal cities, foreign brands often fail and are reluctant to continue their expansion which doesn’t need to be the case. 

How to Localize – Things to Consider

Because of the local differences, you might rethink:

  • Brand message – is there some other unique selling point that could be more appealing to the local target audience?
  • Packaging – is the design and size suitable for local needs? Maybe the locals prefer smaller packages to have a try of the product?
  • Ingredients – can you add some local ingredients to make your product more appealing to the local palates?
  • Necessity – is your product adapted or even needed in the targeted location? Promoting stylish rain boots makes sense during the Shanghai rain season. However not so in Beijing where summers are usually hot and dry. 
  • Pricing – is the price too low or too high?
  • And more to consider. 

Strategy for China – Conclusions

Each country, market, demography, and way of life are distinct; it is the marketer’s responsibility to customize messaging and techniques to these diverse local trends. By recognizing these patterns and the economic, social, and technical influences that influence the Chinese customers, brands in China can better prepare for the future and succeed in the present. 

➡️Find out more about China’s core target consumer groups – Generation Z and Silver Generation.

If you wish to know more about marketing in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

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