We love looking forward, and this is the right time to talk about a few new trends that will shape next year’s China Marketing!
2020 have reshaped the world and built some new habits, that will be the new normal starting with the vcommerce.
5G faster expanding, allowing better streaming quality in China will transform video into the gateway for Conversions with Salestreaming growing increasingly.
Plus a Douyin new feature called in-video search, will make contents searchable and shoppable, that’s going to be a great opportunity for KOL and #brands.
If live-streaming boomed this year, next year this would be the new normal.
This year 11.11 showed that this trend isn’t just fading away, but that is here to stay. New reports from EqualOcean stated that the live streaming market could grow up to 12 billion US$.
KOL and live streaming are going to be the most successful formula, KOL Social Commerce will rise up to 35% YoY and during 2021 forecasted GMV about 22 billion US$.
Do you want to take advantage of those opportunities? Just contact us and we can help you to find the best solutions for you. Source: Parklu
Maybe you’ve heard that “Douyin is not Tiktok” even if they look almost the same. There’s a fundamental difference for Chinese users of 抖音 (Douyin) there’s plenty of incredible features and great opportunities for brands to shine in the Chinese market!
Douyin growth in China seems unstoppable. Still being the most downloaded app in China, has recently crossed the 828 million monthly active user milestone (eMarketer) and over 600 million daily active users. This is considered one of the most engaging platforms with millions of content uploaded by enthusiast users.
Bytedance’s TikTok is a great engagement tool, but on the other hand, Douyin is much more, for example, you can give rewards to the best creators, this is called “Mission for All”.
Douyin is becoming one of the biggest social commerce platform with tools for brands including not only advertising but also brand pages, eCommerce inside Douyin and so much more. Not to mention live streaming and sale streaming experiences built-in the platform.
So how can brands take advantage of this huge platform?
Today, we want also to give you some useful tips on Douyin and the right marketing strategies you need to adopt:
Create a lot of creative content: marketing on Douyin is an important step to take! High engaging campaigns can support you in reaching a wide and targeted audience thanks to open splash, brand takeover or top view ad. Those can grant a whopping increase in brand awareness and boost purchase intention.
Collaborate with KOL and medium sized influencers (KOC). This is quintessential in order to reach a wider audience. Some big names like Luo Yonghao garnered over 48 million views and his live streaming session generated over 16 million US$ in revenue. On the other hand, good KOC strategy can result in higher ROI.
Promote hashtag challenge: those can generate a ripple effect, and can make users generate UCG. For example Michel Kors contents view topped 5 million views and the challenge involved over 30k users, who created their own contents. If you want to know more about Douyin and how it can help your business, don’t forget to check our report beyondCNY.
The Chinese market is an unmissable opportunity for brands aiming to expand: the explosion of the upper-middle-class in China will be the driving force for luxury brands, leading to an almost doubling of luxury spending by 2025, when Chinese consumers are expected to account for 40% of the global luxury market…
#BeyondCNY is a comprehensive report aiming to give you a deeper overview of Chinese Festivals, digital & social trends, and be on the right path of the Chinese consumers digital journey.
The second match of our EGGsist digital game see on the field two players:
Chinese KOL vs influencer
Kol (Key Opinion Leader) or KOC (Key Opinion Consumers) are the effective communicators to sponsor and attract in-target audience to your brand or business. How?
Before talking about the KOL marketing strategy, let’s understand how the Chinese digital behavior is changing and why influencer marketing is no longer working in China.
Starting from the origins of the two terms, we can understand how the culture, digital mindset and digital behavior play an important role in China’s digital advertising.
The term ‘Influencer’ was adopted for the first time in the early 1600’s and describes
“someone or something with the power to alter the beliefs of individuals, and as a result, impact the course of events”.
During the latest years, the term has become viral in Western brand strategy to influence the belief of consumers and attract them to buy a product or a service.
While the idea of KOL (Key Opinion Leader) born in 1940s it established a concept that:
“people could change their views and preferences more because of trusted figures in their networks than because of Some more conventional forces such as advertising”.
Taking into consideration these assertions, and the fact that Chinese consumers are becoming more sophisticated, with a fragmented social media landscape, it is, therefore, obvious that once you have the Chinese users’ attention it is harder to keep it.
What Does a KOL Do?
KOLs have a broader impact and influence over their audience. They are experts in their subject and possess due credibility in order to be relied upon.
Which are the best channel to do KOL marketing campaign?
What big brands have done to celebrate the International Women’s day, which channels have chosen for China market and which KOL/Influencer has represented its campaign?
Nike celebrates the International Women Day on Western and Chinese channels!
Nike chooses WeChat and G.E.M for China market
再也没什么能阻挡, 我们和这个季节一起复苏
“Nothing can stop us, we will recover with this season!”
Nike uses the power of the women to say that at this particular moment China and all the women don’t give up!
On our Western social channels, instead, Nike chooses the figure as Serena Williams, Megan Rapinoe and other iconic women for its powerful and inspirational ad campaign.
The clip, which comes in at just under one minute, features a narrator stating that one day females won’t need International Women’s Day because the playing field will be even!
In fact, the ad claim is “One day we won’t need this day“
Besides other Chinese channels, Alipay is able to incorporate in its ecosystem all the related Alibaba’s channels and to drive the user to different branded promotion.
New york city page
On occasion of Women’s Day, Alipay came out with a dedicated landing page on different this. Here an example of NY city page on Alipay.
Pandora uses Michelle to promote its products and celebrate the women’s day!
Fred renominated jewelry brand, has chosen instead of the platform of Weibo to celebrate the Day and Olivia, or better known as 王子文, as KOL influencer.
Have you chosen your own platform and KOL for your next ad China campaign? Keep following us!
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Alipay - Digital Retail Training
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