When you’re new to Chinese digital marketing, it’s easy to assume that Western tactics will work equally well in this huge and exciting growth market.

After all, Chinese and Western customers may have broadly similar demographics and, on the face of it, familiar buying motivations and persona characteristics.

However, what works in the West may not work in China. And attempting to repurpose your Western marketing strategy into a mirrored Chinese digital marketing strategy can be a costly mistake!

With this in mind, let’s take a closer look at some of the key differences.

China is truly ‘mobile first’

Chinese customers spend an average of seven hours a day looking at their phones, and around 55% of this time occurs within the Tencent ecosystem.

The mobile phone is so powerful in China that on Double Eleven, also known as Singles Day in China, Chinese customers spent over $25 billion, and 90% of all purchases were made via mobile phones.

For Western marketers, the shift in thinking must evolve. Rather than simply ensuring digital assets are mobile-friendly, it’s time to consider true ‘mobile first’ marketing strategies.

Global media giants dominate in China

Chinese marketers rely on shareable, viral content distributed by huge media giants such as WeChat, Douyin and Little Red Book (hugely popular with young women born after 1990). In China, social media is cheaper, faster, more technologically advanced and often more effective than traditional Western marketing.

Contrastingly, in the West, the large variety of marketing channels has created a promotion-focused mindset, where every marketing channel must deliver rapid results to demonstrate ROI against ad spend.

However, in China, the centrality of mobile phones means that Chinese marketers focus more heavily on content-based experiences that seek to connect and engage customers and rapidly change their behaviours.

Rather than focusing on price promotions and advertising, the Chinese approach focuses on content, knowledge and information that could be highly relevant to target audiences and shared. Again, this can require a perception and strategy shift for Western marketers.

Marketing mindsets are different

Chinese marketers are using new and innovative ways of engaging with customers that meet the needs of this rapidly evolving market. In the West, established mindsets and marketing approaches can sometimes become entrenched, leading to missed opportunities.

Part of this is down to differences in market conditions. In the West, the competitive regulatory market prevents giants like Tencent from operating in such a concentrated way. As a result, Western marketers use channel-focused, fragmented strategies.

However, in China, customer data is heavily aggregated inside these vast digital companies. This means Chinese marketers can analyse how customers shop, bank, game, chat, read media and buy services within one ecosystem, and then create highly targeted and engaging experiences that are completely relevant to their needs and wants.

The speed of approach varies

Chinese marketers work very quickly, focusing on a campaign that makes progress, rather than being ‘perfect’. Western marketers tend to focus on efficiency and scale as part of a profit focus, whereas Chinese marketers have a revenue mindset that focuses on growth and speed.

These types of business and marketing culture insights can be hugely valuable to Western brands looking to create a successful Chinese digital marketing strategy.

How Western Marketers Can Use These Insights

Start afresh

Rather than seeking to map a Western marketing approach into a Chinese digital marketing strategy, begin by deeply understanding the Chinese market in which you intend to operate.

Seek to understand Chinese customer behaviour, cultural values and the digital ecosystem, as well as local preferences, regulatory issues and censorship.

For example, Chinese customers greatly value brand image and operate within a collectivist social framework, where family values, social harmony and tradition are very important. This alone is very different from the individualistic West, with key implications for activities such as influencer marketing (KOLs), private networks, and referral marketing.

With this deep insight in place, develop your target Chinese customer persona, identify the Chinese social media platforms that will work for you, and look at potential KOL collaborations.

Start with the basics – and make them mobile-first

A good Chinese digital marketing plan will always begin with the basics! This means building your Chinese smartphone-optimised website, ensuring it is primed for Chinese UX, and integrating the social media channels that make sense for your brand. ‘Mobile-first’ will be your guiding principle for all digital assets.

Remember that it is not essential – or even desirable – to instantly build a presence on too many Chinese social media sites. Even ‘niche’ sites have millions of customers in China! Seek to understand which Chinese social media platforms will be well placed for your brand and audience.

Use KOLs and collaborations wisely

Some of the biggest successes in Chinese marketing are happening through smart collaborations with Chinese brands. Most involve marketing campaigns with Key Opinion Leaders, or KOLS. Connected, cross-channel Chinese digital marketing campaigns will look very different in China, but creativity can really pay off.

Initially, your KOL relationship might test the water with some promotional posts, some explainer videos and a fun competition. But over time, you can look at live streaming and other more advanced strategies.

Viral KOL marketing can become a central aspect of your Chinese digital marketing strategy, in a way that just doesn’t occur in Western marketing.

Learn about cross-platform integration

In China, brands aim to create a unified brand experience that works seamlessly across platforms. This contrasts to the West, where companies focus on silo’d channel management.

This can be a complex shift in thinking and delivery, but local partners can provide value. Again, it’s a learning process that requires flexibility, refinement and data-driven decision making over time.

Think ‘brand image’ over launches

Brand image and brand position are crucial in China. Build a strong presence and invest in your reputation using ePR, rather than relying excessively on campaigns and product launches.

Respect local customs

Tailor marketing messages for your audience, remembering that tradition, family, and social harmony are far more important in this collectivist culture than they are in the individualistic West.

Always respect these local customs too, when dealing with KOLs and collaborators, as well as with your Chinese customers. In a nation so hyper-connected, where recommendations come from personal networks, brand image is everything, and it can be easily damaged.

Invest time and patience

It takes time to build relationships and trust in China. Yes, Chinese digital marketing often moves at a dizzying pace and requires agile thinking and quick delivery, but the overall position and value of your brand will take time to grow and cement in place.

This time investment also applies to relationships with KOLs and other partners that you might work with. Be respectful, patient and ready to learn and grow, and this will greatly improve your chances of success.

Get expert help

The Chinese market is deeply complex and, at times, completely dizzying in its scope, speed and fragmentation! A Chinese digital marketing agency can greatly help you navigate the hurdles of marketing in China and fast-track toward success.

At Market Me China, our team of skilled and native speaking digital marketing professionals work with Western businesses to help them grow profitable, successful brands in China

With our experience, insight and network, we help our clients make the most of their budgets and reduce the time to market by providing expert insight, strategy assistance and hands-on support. We evidence our results and have a superb track record. Why not contact us today to find out more?