Our Senior Team Members
February 19, 2023Why Branding is SO Important in China?
We agree that branding is everything. Chinese consumers are afraid of brands that they’ve never heard of before.
Everybody wants a piece of cake from the market. The market is huge and it is also a complicated one for most foreign brands.
Many Chinese consumers have bought counterfeit products, fake brands, and some brands with bad quality. Chinese consumers become more paranoid and more cautious about unbranded products and they rather to spend more money on high-quality products.
Chinese consumers buy known brands not only for themselves but also for showing their social status. They are willing to pay more for products to show their social status. This explains why luxurious products had phenomenal growth in this market for the past 20 years.
Thinking about increasing your brand awareness?
According to McKinsey’s research, 95% of Chinese people who live in big cities use at least one social media. China’s social network users are also more active than in other countries.
Brand Case Study from Brand Jacques Lemans
- WeChat: Over 9k views on articles
- Weibo: 22K Real followers and 1.5m Exposure
- XIAOHONGSHU (Red): 32K interactions/month
Top Social Media to Make Your Brand Stand Out
Weibo and Wechat are definitely the largest social networking platforms. Lots of people use it, and they have a big impact on Chinese society and play an irreplaceable role in China.
Wechat is really powerful and manageable. Everybody uses it. It provides social media platforms, online payment, online shopping, etc.
Fact about Wechat
- Active users: +1.2BN
- Users spend on average of 82 mins a day on Wechat
- 20 million active official account
- +450 million active mini-program on average
- Users follow +9 mini-programs on average
- Integrated eCommerce
- Video with WeChat channel
- Email marketing alternative
- CRM and membership management
- Native ads.
Weibo is an app that provides entertainment, videos, and trendy topics.
Fact about Weibo
- Active users: 573 million
- Daily active users: 249 million
- 94% of users are mobile users (+400 million)
- 82% users are also online shoppers
- Live streaming
- Business account
- Native ads
- Private engagements via chats
- Integrated Ecommerce
(Source from GMA)
Leveraging WeChat & Weibo
Leveraging social media allow brands to reach their customers better. The most important element is to create high-quality content. Brands need to create information that their audience is looking for by conducting proper keyword research, and high-quality photos. Be creative, original, unique, and new.
Both WeChat and Weibo allow users to upload text and multimedia content, such as pictures, and videos. Users can also have live-streaming sessions or upload stories (WeChat stories and Weibo stories). WeChat and Weibo allow private engagements between brands and users, which makes it easier to communicate directly with potential customers.
Brands need to manage Wechat accounts, develop an HTML5 landing page and create mini-programs with digital payment tools.
We summarize the difference between Weibo and Wechat
- Viral campaigns and content
- Boost brand awareness
- Grow Chinese customers through posts and “@tag” function
- Close community
- Limitation on seeing official accounts posts
- More targeted customers
- Introduce brands through long articles
Promotions on Weibo are very cost-effective to reach potential customers. We suggest brands launch re-post campaigns, so followers can repost a certain post from brands on their “walls”, so brands have better exposure to the public.
Reach audience through advertisements
You can run advertisements on social media to reach the audience, even potential customers.
Weibo has different packages to put advertisements on search engine promotion, newsfeed ads, and video ads.
Wechat provides some options for advertisements: moments ads, and account ads. For information, please check: https://ad.weixin.qq.com/
