Category: China

The People’s Republic of China is undoubtedly one of the leading drivers of the modern digital age, both in Asia and on a global scale. The country has Standard Chinese as its official language and holds one of the largest middle-class in the world. With its 1.44 billion population, the Chinese market is a massive site of opportunity that is highly-coveted and invested in by international brands.

Digital marketing in China holds many opportunities for exploration and the integration of new technologies. In fact, data from eMarketer show that advertisers will increase their digital  ad spend to 5% for this year despite the pandemic’s disruptions in China’s economy.. That brings the estimated ad spend to a total of $75.33 billion. With consumers’ comfortability with online shopping and the blurring lines between social and e-commerce, marketers are now seeking strategies that focus on social commerce.

With the tech-savviness of Chinese consumers, cheap broadband, and a dynamic online landscape, the digital marketing industry will continue to thrive. However, marketers must note that an all-in-one approach will not work for such a massive and diverse market like China. Certain planning and strategies must be developed in order for brands to generate visibility and engagement in the Chinese market.

This article will discuss China’s digital marketing environment, industry challenges and opportunities, successful campaigns, as well as the best possible ways of reaching the Chinese audience.

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China, the second-largest economy in the world, is still relatively uncharted territory for numerous foreign brands. Due to the differences between Western and Chinese social media landscapes, approaching target audiences effectively and efficiently can be a big challenge to marketers. For most established brands in China, one of the best solutions to this problem is to work with Chinese influencers.

China is a vast country that is composed of numerous markets. Hence, consumers from different regions and diverse groups do not share the same needs nor experience the same trends. Rolling out a one-size-fits-all strategy won’t be effective, and it would be expensive and time-consuming to create individual strategies that are tailored for each sub-market. For that reason, collaborating with KOLs who regularly communicate with their followers helps brands reach their target audience more quickly and easily.

In fact, according to the 2019 Unlock the Full Potential of Social Media Marketing in China Report, 81% of brands interviewed in China responded that they would continue to concentrate on social media marketing. 80% indicated they would increase their collaboration with influencers in terms of promoting their brands or products because they believe in the Return on Investment (ROI) of influencer marketing. China is estimated to spend $8 billion on Instagram influencers alone.

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