The CMO's Guide to China Marketing: 10 Top Tips for Your International Brand - From trade shows to setting up your website and building brand ...

The CMO's Guide to China
Marketing: 10 Top Tips for
Your International Brand
From trade shows to setting up your website and building brand awareness
on social media - everything foreign brands need to know about effective
China marketing.

Contents
Marketing in China is an entirely different ballgame. From the diverse
language to the sophisticated digital ecosystem, China is an incredibly
thrilling opportunity, but it is not without it’s challenges.

How do we know what we’re talking about? We’ve been helping leading
international brands develop and deploy effective China marketing
campaigns, creating genuine business growth, for over 15 years. Over
this time, we’ve seen our fair share of mistakes and most of those
failures boil down to the following 10 do’s and don’ts:

TIP 1: Do know the difference between translation vs localization

TIP 2: Do get the brand balance right

TIP 3: Do your research so that you know your audience

TIP 4: Check that your website works in China

TIP 5: Do study the social media landscape

TIP 6: Do help your team bridge the gap between global and local

TIP 7: Do consider 020 as part of your China campaigns

TIP 8: Don’t underestimate local competition

TIP 9: Don’t underestimate cost

TIP 10: Do embrace the right technology and connect your sales and marketing

TIP 1
Do know the difference
between translation vs
localization

Translation doesn't count
as localization
Any global marketing manager is aware they’ll need to translate their
marketing collaterals for the intended market, but not everyone goes as far
as properly localizing. There are steps you can take to make sure you get
this right.

Step 1: Get your messaging house in order
This is something we see frequently here in China.

Key messaging pillars, personas, positioning statements, and so on, may
have had a great impact at home, but that in no way guarantees success in
China. Tap into your local team and agency’s expertise here. They will be
better versed in what your local consumers are looking for, what their
purchasing behaviors are, and what messaging will benefit most. If you
have time and budget available, China insight research can also make the
difference between success and failure when it comes to your China
marketing strategy.

Step 2: Mind your language
English is not a widely spoken language in China, and in general, direct
translations rarely have the same meaning or impact. Never rely on online
translation (we’ve seen this done!) and while there are lots of good
translation companies out there, they will not be able to tweak your
messaging. Specialist China copywriters have the skill set required to
provide translations that are on brand, yet tailored to resonate with Chinese
consumers.

The language barrier can have far-reaching consequences in China, even
down to the brand or product name which may sound or mean something
very different to a Chinese audience. Certain colors and shapes within your
visual identity may hold different significance and meaning. The lasting
damage getting these things wrong can do to a brand in China is huge, so
taking the time to have this all reviewed is well worth the investment.

Step 3: Localize your marketing assets
As you can see from the above, localization goes much further than
translating your content, although it is imperative that all your collaterals
and marketing assets are translated into simplified Chinese. This includes:
   Brochures
   Namecards
   Website

You might also want to consider the imagery you are using as part of your
brand’s visual identity. If you have a lot of real world people in your imagery
for example, you might want to consider including some Chinese faces so
that local audiences can relate better.

TIP 2
Do get the brand
balance right

Balancing Global & Local
Any brand that operates in a foreign territory faces a delicate balancing
act when it comes to localization. Not enough and your brand won’t
resonate with key target audiences in your various countries of
operation. Too much and you dilute all the things that made your brand
successful in the first place. And it’s not just your creative output and
messaging that need consideration; there are technical aspects to
localization that make sure your buyer journey is fully optimized for your
target foreign market, such as website performance.

Some regions will require less localization than others, such as US
brands targeting UK consumers for instance, and vice versa. China is not
one of those regions. However, completely changing or modifying your
marketing materials isn’t necessary and you don’t have to throw out your
visual identity or core messaging.

Balance is everything and you should keep your brand values close.
Everything that makes your product a success are worth keeping hold
of. Listen to feedback from people in China. Remember, for every China
success story you hear, there are many that have tried and failed by
sticking dogmatically to ‘their way’. Learn from their mistakes. Study
what they did wrong.

TIP 3
Do you research
so you know your
audience

Know your Target Audience
We run into a lot of China marketers who have trouble figuring out their
target audience. Usually the idea is too broad, and is a recipe for wasted
budgets and frustrated global heads.

Do your reasearch
Persona mapping is an integral part of marketing in China, and there are
several key questions about your target audience that you'll want to
answer before moving forward.

  Needs - what do they need in their daily lives?
  Goals - what do they want from life, from work?
  Pain Points - what is stopping them from achieving their goals?
  Preferences - what channels do they use for information?

You will also be looking to uncover the types of content they gravitate towards,
who influences them and how.

The target audience is the center of your marketing – not your product or
brand. This is the heart of modern content marketing, and it is just as
effective in B2B marketing as it is for consumer marketing, both in China
and beyond.

Experienced marketers can map out not only their customers’ key
touchpoints, but where in the China customer journey they will encounter
these touchpoints, and how to maximize their effectiveness.

TIP 4
Do check your
website works
in China

Getting over the Great
   Firewall
   You may have heard of the Great Wall, but what about the Great Firewall?
   This is what restricts internet access in China, and creates an online
   environment with different rules.

   It’s not just your usual social media channels that are blocked in China.
   Websites such as Google are also blocked so all that time spent on Google
   ads, your SEO strategy, even some of the functionality of your website, will
   need to be reviewed for the China market. This will include how you embed
   video on your site, for example. Where your site is hosted also plays a part
   and can impact the visitor experience.

   Many companies choose to set-up a dedicated China version of their
   website which helps to navigate the complex China digital ecosystem. It
   will perhaps have a look and tone that may differ from your global website,
   but it will enhance your credibility with Chinese consumers and boost your
   performance on Baidu, China’s version of Google.

If your website is hosted outside of China, it may be slow to access.

If your website has Twitter, Facebook or YouTube APIs built into it, it may
not load at all.

Ensure your website is SEO friendly – in Chinese.

   Optimizing for a Baidu search – the predominant search engine – means:

    Chinese keyword research & optimization

    Chinese meta descriptions & page titles

    Chinese image Alt tags

    Proper page text hierarchy

   Again, this will be similar to what you are doing internationally, but it will
   have to be localized for China markets.

TIP 5
Do study the
social media
landscape
 WeChat

Time to get social
Do you know your WeChat from your Weibo? Your Douyin (TikTok) from your
Youku? Do you know the different benefits of Little Red Book or Bilibili? The
social media platforms that you regularly use, and which likely make up part
of your digital strategy, Facebook, Instagram, Twitter, are blocked in China,
so it is essential that you get to grips with the various Chinese social media
platforms and the different demographics that favor them. Each one has its
own type of content, some include e-commerce elements, all are unique and
can be tricky for foreign brands to utilize successfully. Although seemingly
comparable, a typical LinkedIn or Facebook post would not work well as a
WeChat post, for example.

China’s most popular social media app is WeChat. It is commonly referred to
as the Swiss Army Knife of apps, as it is much more than a messaging or
social media app – people order taxis, pay bills, donate to charity and so
much more. A little context to demonstrate the significance of WeChat to
China marketing.

  WeChat currently has 1.1 billion monthly
  active users, over 1 billion of which reside in
  China.
  Chinese people spend more than one-third
  of their time online on WeChat, with 81.5%
  of users claiming to spend over an hour a
  day on the app.

  Globally, 23% of internet users check
  WeChat at least once per day.

While WeChat reigns, it’s important to remember that China’s digital
ecosystem is highly evolved and incredibly integrated, and WeChat is just one
piece of the puzzle.

For B2B brands WeChat will generally not be a lead generation tool, and it
takes time to build a follower base. Your content should serve a purpose, and
your account should provide value to those who follow you.

TIP 6
Do help your team
bridge the gap
between global
and local

Managing global and
local teams
Keeping everyone aligned across cultures and timezones can be
challenging. This is where working with a local agency can come in handy.
You’ll want to be able to work with a team that understands how a global
team works.

Tips for Global Team
      Develop a local brand guideline
      Don’t let the local team guess about fonts, logo usage, English
      vs. Chinese naming conventions, and general layout
      Allow localization – but keep it close to the brand
      It’s easier for B2B brands to stick closer to their global corporate
      branding, but there should still be some leeway
      Define the parameters and what’s allowable
      Understand it’s a completely different language
      Sometimes the wording in Chinese sounds bizarre in English
      Regular conference calls - we know it’s a pain, but a regularly
      scheduled call, following an agenda, keeps everyone on the
      same page
      Photos and images. It’s helpful to have a bank of local images – work
      with the marketing team to get shots that are local, but also follow the
      global photo style

Tips for Chinese Marketing teams
      Stay on brand
      There are brand guidelines that you should be following
      Don't do an end-run around Global
      It doesn't help anyone if you are completely unaligned
      Work with the agency as a partner - The agency is on your side and
      can help you align with Global
      Submit drafts early and keep on a schedule - last minute
      submissions for approval are never welcome
      Update the Global team with news about current trends and
      marketing practices specific to China

TIP 7
Do consider
Online-To-Offline as part
of your China campaigns

Don't forget about
offline
Not everything happens on a phone screen these days. Offline events such
as trade shows can be incredibly valuable for your brand in China.

Use digital tools to enhance an offline experience, such as interactive
H5 invitations and activities.

Take advantage of programs that let you quickly collect data, and segment
your new contacts on the spot.

You won’t want people standing around waiting to write down their
contact information - have them scan a QR code, enter their information
on their phone, and immediately receive a useful piece of content.

This is also a great way to increase your WeChat followers.

TIP 8
Don’t
underestimate
domestic brands

The local competition
is serious
While foreign brands still dominate certain sectors like luxury and some
B2B industries, Chinese brands are quickly catching up. As the government
pushes initiatives like “Made in China 2025” and “One Belt One Road,”
Chinese brands are responding to the pressure by becoming much more
competitive on a global scale. Increasing quality and offering products at a
lower cost make these brands very appealing to many Chinese consumers.

As Chinese consumers, especially in Tier 1 cities, are quite educated about
brands, foreign brands can no longer rely on their country of origin to do the
marketing for them. Developing relevant messaging, high quality products
and providing a high level of service are what Chinese consumers respond
to.

Brands in sectors such as F&B are highly adept at developing new local
flavors and products that Chinese consumers love. Smart western brands in
this space are also able to move quickly and respond with their own offers.
Companies such as McDonald’s, KFC and Starbucks are great examples of
‘foreign’ brands that have adapted well to the Chinese marketer by reflecting
local tastes and trends in their products.

TIP 9
Don’t
underestimate
costs

China is not cheap
  It is a massive country with regions as diverse as separate countries, and
  expecting to pay less than what you would in the west will leave you with a
  blown budget and disappointing results.

  Your budget may include WeChat/Weibo setup and management, Key
  Opinion Leaders (influencers) fees, trade advertising, content development,
  seminars, dinners and trade shows. Salaries and rent in Shanghai, for
  example, are on par or higher than most European cities.

Having the right expectations can make working with your global and local
team much smoother, and can allow you to allocate budget to the most
cost effective operations.

  To give you an idea of some of the typical costs incurred for different China
  marketing channels, your budget should allow for:

    WeChat Ads – requires a minimum spend of 50,000 RMB (USD 7,700)

    KOL (Influencers) – costs vary wildly per industry, channel, KOL and the
    type of sponsored content. Popular industries can expect to pay around
    30,000 – 50,000 RMB (USD 4,600 – 7,700) per WeChat or Weibo post. B2B
    campaigns should allow for 10,000 -20,000 RMB (USD 1,500 – 3,000)

    Baidu Ads – requires a minimum deposit of 6,000 RMB (USD 925) to launch

TIP 10
Do embrace the
right technology

China is an early adopter
China is ahead of most countries in the world in terms of technology adoption.
Technologies such as Artificial Intelligence, 5G, and IOT are deeply integrated
with the lives of the Chinese consumers. Some technologies, such as the
WeChat platform and Alipay, have become insperable to people’s daily
interactions.

There is a wealth of information at your fingertips, and Chinese are generally
more willing to share basic information (as long as they get something in
return). Use CRM & marketing automation software - just because it may not be
what you use in the West, doesn’t mean it is not as sophisticated or as high in
value.

As WeChat becomes saturated with content - think of how you can use
technology such as chatbots to better engage with your followers and get a
better ROI by segmenting these followers.

China is now at the forefront of smart marketers achieving an online/offline
balance and WeChat is integral to that.

In-store salespeople are using the platform to connect customers to databases
for follow-up marketing opportunities while at same time allowing them to build
personal offline relationships.

Connecting sales and
Marketing
WeChat is a great sales enablement platform
We’ve had great success helping B2B clients develop their WeChat account
into an effective sales enablement tool. Functionality is available that will
put great customized content right into the hands of your customers and
allow your sales team to foster their relationships with individual customers
with the support of your latest marketing assets.

Some clients have created document repositories within the WeChat
environment, have deployed chatbot technology, and developed
mini-programs, that all enhance the user experience and drive sales.

Manageable data
There is a common misunderstanding amongst international marketers that
WeChat is a data black hole, with question marks against data security,
while actually nothing could be further from the truth.

There are plenty of tools available that can secure your data and integrate it
with some existing database management tools.

Marketing in China moves at warp speed, keep up with the latest advice
  by following us on social media, or drop us a line with any questions,
 we’d love to learn more about your brand and how we can help you grow
                           in China and beyond.

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