China offers brands a wide range of channels to get to their consumers, but picking those channels should be done selective, says marketing veteran Ashley Dudarenok, especially when your budgets are tight, she explains at Marketing-interactive.
Dudarenok explains that it is important for brands to remember that not every channel is for every brand. Although it’s a good idea to ensure as broad a coverage as possible, marketers will need to zoom in on a few specific channels especially if budgets are tight. For example, in addition to Weibo and WeChat, eCommerce brands can register accounts on Little Red Book and Douyin. Moreover, local brick-and-mortar stores can establish a presence on group-buying platform Dianping. Overseas finance brands can open accounts on Xueqiu and educational institutions can choose Zhihu as well.
“These are just broad examples, however, and you’ll need expert advice to help you understand which channels are worth investing in,” she said.
Dudarenok added that while Chinese people love big brands, gaining their love alone is not enough. It’s important to understand the Chinese market and meet the needs of Chinese consumers.
“Take a close look and adjust your brand positioning and product features before entering the Chinese market. For example, the post-90s and post-00s generations are the driving force behind apparel retail today. For foreign fashion brands targeting the middle-class or mature women, they may need to change to a younger, fresher look for Chinese consumers,” she explains.
Are you looking for more experts on China’s consumers at the China Speakers Bureau? Do check out this list.