In a recent blog, we looked at the economic power of Chinese millennials and their inherent attractiveness to Western brands.

With over 400 million Chinese millennials aged between 28 and 43, the opportunity for Western brands is incredible. However, the demographics, wants, and needs of Chinese millennials are not automatically the same as those of their Western peers, so before brands look at ‘connection’, they need to understand the specific characteristics of this group.

What to know about Chinese Millennials

Some of the key things to know about Chinese millennials are:

• They are generally highly educated, tech-savvy, and conscious in their consumer habits
• They demand customisation, personalisation, and sustainability in their shopping habits, preferring goods that allow them to express themselves. When they experience this, Chinese millennials are prepared to spend more.
• This group is heavily invested in personal experience and self-expression, and they take social responsibility and environmentalism seriously, becoming loyal to brands that share their values.
• Despite this drive towards self-expression, Chinese millennials are still highly respectful of traditional culture, particularly when it comes to family values and respect.
• Chinese millennials demand a lot from their chosen brands, but they will typically be loyal to brands they like, especially luxury brands.

What Does it Take to Connect Authentically with Chinese Millennials?

A great Chinese digital marketing campaign can help you to connect in a meaningful way with Chinese millennials, to build brand awareness and sales. The key drivers here are:

• Understanding the unique values that Chinese millennials hold and share, and the differences that segment this diverse and vast audience.
• Using digital platforms in a slick, integrated and highly targeted way, with highly localised and targeted content.
• Showcasing your brand’s commitment to sustainability, social responsibility and ethical business.
• Focusing on personalised experiences to incorporate added value benefits, such as private online communities, and loyalty schemes.

10 Steps to a Chinese Digital Marketing Strategy for Chinese Millennials

1. Begin with research

Primary research is a wise investment, as Chinese millennials are a diverse and fragmented audience despite their strong shared characteristics. Demographics such as city tier will influence factors such as social media platform choice, and insight into behaviours, preferences and cultural nuances is key.

Bring regional factors into the mix too. For example, Chinese millennials are associated with luxury goods. But whereas a Shanghai-based millennial might be swayed to buy luxury designer fashion with a private product launch event invite, a customer in a lower-tier city might value an instalment payment scheme to make the same product more affordable.

Use your market research to build detailed user personas that will allow you to bring your content to life and create meaningful, emotional connections between your brand and target Chinese millennial customers. Remember, this audience wants to feel valued, not seen as a potential profit stream for your business.

2. Define your values

Chinese Millennials will want to understand your brand’s values and approaches to social responsibility, sustainability and ethical practices. If you don’t have these, invest now.

This group is sceptical of brands that don’t stand for anything, so review your ‘green’ business model, supplier chain practices, and corporate social responsibility strategy. Be in a position where you can clearly communicate your value and purpose, beyond your immediate product line.

3. Leverage your digital ecosystem

WeChat is the obvious Chinese social media platform, as it’s a true ‘one-stop shop’ that offers everything from mini programs to integrated payments and customer service. But look at other platforms such as Weibo, Little Red Book and Douyin, along with other more targeted platforms, depending on your market.

Your content must, of course, be localised, and it must also be built with an impeccable smartphone experience and slick integration of all your digital touchpoints. Chinese millennials are true digital natives who do everything on their phones!

4. Invest in considered content

With this audience, your content must be carefully considered and expertly targeted to meet your target Millennial customers. Gimmicks will sell less than authentic, purpose-led, carefully tailored and personalised content that is thoughtful and delivers real value.

Talk about what your brand stands for, what it achieves and how it benefits your potential customer and the broader world. Share news about your product sustainability, recycling incentives and tree planting schemes.

Ask your Millennial customers for feedback and their input, and work hard to reply, engage and generally show your commitment to delivering the best possible products and experience.

Expertly targeted, carefully localised and truly high-quality content will really resonate with this group. Get it right, and they will also market your brand for you, in this shareable and always-connected mobile-first world, where networks are everything.

5. Personalise your marketing

Personalised experiences are key to winning loyal customers in this group. Look at options for limited editions, customisation and reward programmes, including private online communities.

Private events can also work very well, including launches, workshops and tailored shopping experiences. When delivered with care, these strategies create a sense of exclusivity and foster a deep connection.

Also, be ready to regionalise your marketing to make it highly targeted and personal. Chinese millennials appreciate these efforts.

6. Create the right KOL relationships

90% of Chinese millennials use social media daily, and brands must work hard to stand out. Key Opinion Leaders, or KOLs, can be very effective in building reach and trust, particularly if you choose your partners well.

7. Invest in User Generated Content

UGC is growing fast in China, as peer recommendations have always been highly powerful. Encourage your audience to engage with your brand by encouraging video reviews, hosting contests and launching gamified challenges.

8. Go slowly

It takes time, knowledge and experience to build a brand in this vast, complex and culturally nuanced culture, so be prepared to invest time and patience in your Chinese digital marketing strategy.

Yes, it’s valuable to deliver marketing activities such as livestreaming, create digital shareables as part of a viral campaign or gamify elements of your private community, but it also makes sense to start with the basics and grow in a considered, results-informed way.

9. …But be agile!

Chinese millennials love emerging trends, so keep up to date with everything happening in popular culture, street fashion, global politics and influencer trends to know exactly what’s driving conversations.

This insight will help you to build everything from ideas for product launches to cutting-edge content.

10. Get expert help

Market Me China is here to help you build a successful Chinese digital marketing strategy that will let you build an authentic connection with Chinese millennial customers.

Our team of native speaking digital marketing professionals work with Western brands across all industries to help them create successful Chinese digital marketing campaigns that bring meaningful ROI.

We work flexibly and creatively with our clients to deliver strategies that achieve clear goals, so why not get in touch for a chat about your needs?