What We Can Learn from Chinese Marketers
This Monday, I’d like to keep my introduction short and sweet.
I recently read an article by Kimberly A. Whitler, a marketing professor at the University of Virginia, about the strengths of Chinese marketing practices.
Here are my five main takeaways:
1. Adopt a mobile-first mindset
In 2018, an estimated 57% of online traffic came from mobile devices, with consumers completing over one-third of U.S. retail sales through their mobile phones.
Not too shabby for a device that’s only been around for a decade.
The mobile-first mindset of Chinese marketers reflects these statistics, building campaigns around content to be shared rather than focusing on advertisements and price reductions.
2. Engagement > promotions
Okay, so Western marketers should place a bit more focus on the mobile sphere and customer engagement. But why?
You see a shirt on sale for 50% off. It’s a great deal. You buy it.
You see a shirt worn by [insert your favorite person here]. It’s an awesome shirt. You like the photo. There’s a link to the shirt’s seller. You tap it. You love the entire look of this seller’s social media feed. You see they’ve posted an article about environmentally-responsible manufacturing. That’s pretty rad. You leave a comment. They comment back, something that makes you think, “Wow, this company is actually educated on this issue that’s super important to me. I think I’m starting to form a genuine connection with them.” You click on a link to the seller’s website. You see a shirt that’s full-priced. You buy it. Along with a pair of jeans, a bag, and two pairs of shorts.
Clearly, engagement works. Why? because it encourages consumers to make purchasing decisions based on passion and connection. In other words, engagement builds brand loyalty, something a simple price reduction could never accomplish.
3. Social media is the shining star of marketing
Have you heard of the Kardashians?
Regardless of your opinions surrounding the social media magnates, the Kardashian family has reshaped the way consumers buy.
Take Kylie Cosmetics for example:
Since its 2015 founding, the company has made a billionaire out of the clan’s youngest, Kylie Jenner. (I’ll leave her ‘self-made’ description up to debate.)
Not only did Jenner leverage her massive Instagram following to boost company awareness but also, she hosted office tours and product reveals on Snapchat to encourage live engagement from fans.
Through promoting her product almost exclusively across social platforms, Jenner mirrored the current approach many Chinese companies take.
The Chinese “believe that virality through socially engaging content is faster and cheaper and yields better results than advertising,” writes Whitler. A method, I believe, worth taking note of.
4. Integrate across all platforms
Today’s consumers are all about the experience. To cater to this preference digitally, marketers should focus on creating a company ‘voice’ that is seamless across all channels. This means everything — from your product packaging to your website landing page — should evoke the same emotion in consumers.
Your company isn’t just a company. It has values, desires, and a personality that consumers can relate to during each point of contact.
5. Speed = relevancy
“Chinese companies have a growth mindset,” explains Hai Ye, a partner at Mckinsey & Company, a worldwide management consulting firm.
In other words, Chinese companies focus on market share over bottom-line profit. While this strategy may result in short-term losses, it ultimately leads to long-term brand dominance.
So what does this have to do with speed?
Pumping out content quickly creates a consistently relevant brand image. Consumers want to engage with relevant, up-to-date content. Forget the classic ad campaign. Instead, aim to take a strong stance on current issues affecting your customer base.
