W4 Marketingblatt

MARKETINGBLATT

Advertise smartly: how to localise your marketing strategy in China


When it comes to a successful marketing strategy, businesses will likely make the mistake of thinking that one type strategy is enough for every location or market. But defining a  marketing strategy suitable for all countries or an entire content is the wrong tactic for business growth. Localising your marketing is one of the fundamental pillars of your strategy.

A successful marketing strategy means that you first need to decide the market you want to enter, the goal and then the action you want to take for localising the strategy. Pay attention here: this is not only about translating the content in another language, in our case, in Chinese.

How to localise your business

  1. Translate your website in Chinese: users and online shoppers prefer to read websites, web pages, information about service or products, or blog articles in their native language, this is a matter of fact. It’s gonna be easier for them to navigate on your website and will also influence their customer experience. Beware of the results of automatic translation tools, better call a native-speaker to take care of it. 

  2. Offer native payment methods: In China there are the option of paying with credit card or on delivery, but they mostly use WeChat Pay and Alipay, so they must be added in your payment methods.

  3. Offer service and products based on their interest: Chinese people have different tastes and like different things compared to westerners, so you need to adapt your service, products and design to their interests. McDonald’s is the perfect example, they knew that beef burgers couldn't become a bestseller, so they introduced new dishes just for their chinese menu. 

  4. Take in consideration cultural sensitivity: avoid taboos, topics that are sensitive for the audience, respect their way of thinking, point of view and traditional customs. For example, the famous Dolce&Gabbana brand in 2018, made an inappropriate joke in one of their advertising and caused a huge and negative impact on their sales. 

  5. Choose the right social media platform: even though it has already been said a lot of time, it’s worth reminding you of the platforms that are most used in China, like Wechat, Douyin, Xiaohongshu, Weibo etc. 

  6. Create Native Ads: text, images, banners, keywords used they all must be in native language, following the native trends and be advertising on native platforms.  

  7. Keep up with trends: China is a high-speed technology-based country and when we talk of trends on the internet, the users’ interests change in a flash. The moment you manage a topic/tool well, a new trend is already behind the corner. 

  8. Target Generation Z: in China most of the sales increase thanks to this new independent, globally aware and privileged generation. Of course the segmentation of the target group must be suitable for your service/products but having Gen Z in mind can always be helpful in the future.

All these points described above bring to one important and effective solution to create the perfect localised content in China: have a local partner! 

With an efficient and smart communication strategy in your marketing, with the help of local partners, you can build a successful brand in Mainland China. If you need step-by-step support for your marketing in China don’t hesitate to contact us. We will be happy to answer all your questions.

BOOK A MEETING WITH US!

 

Tags: China Marketing

0 Kommentare
Previous post Customer Data Platform: Can it replace my CRM system?
Next post Zhihu: adding "salt value" to your B2B business