Marketing in China pt 6 of 7

Marketing In ChinaA review of Culture, Trends, and Strategies for non-Chinese

Brands.

Table of Contents

China’s Market 3 E-Commerce & M-Commerce 101

Marketing Differences in China 9 Social Media in China 118

Chinese vs. Western Companies 13 Chinese Culture in Marketing 130

How to Target Chinese Companies 24 Targeting Chinese Markets 141

Communication to Chinese Businesses

51 Works Cited 156

Strategies for the Chinese Market 88

Social Media in ChinaA look at how the Chinese consume and use social media differently than those of Western cultures.

Social Media in China:Main Differences-

Chinese consumers engages with social media while on the move:

The majority of Chinese use their mobile phones to engage on social media

Phones allow the Chinese to continue with their daily activites and actively participate with their social network without interruption


Social networks are vital to any marketing campaign conducted in China:

The Chinese social media landscape is the most dynamic, unique, and influential in the world

Chinese social networks have exploded- especially Weibo and WeChat

Western social networks like Facebook, Twitter or YouTube don't have strong followings- they are even censored


Digital marketing strategies need to be adapted to China in order for them to succeed:

Customer retention has become a challenge

Companies have to constantly adapt, create new strategies, and adjust advertising models


The Growth of WeChat

Along with the growth of mobile engagement there has been a rise of instant messaging

WeChat is the largest messaging platform in China with over 500 million users

Images from Google Images

Chinese Culture in MarketingInformation on how the Chinese culture view numbers and colors.

Chinese Culture in Marketing:Symbolism-

Chinese culture is ancient and very complex with its unique symbolism and taboos

Symbolic memes run old and deep

Meanings behind colors and symbols should be taken into account when creating effective marketing campaigns in China

China uses colors symbolically with rituals, ceremonies, festivals, and in business

Chinese Culture in Marketing:Numbers and their

Meanings-Zero• Nothingness, the eternal, limitless,

inception

One• Initiation, beginning, conception

Two• Balance and the passage of time• Names written with the same

character twice are considered lucky

Three• The sanctity of life, progeny and

childbirth

Compiled from authors at chinatravel.com and whats-your-sign.com Images from Google Images


Meanings-

Four• The unluckiest number in

Chinese and is avoided, sounds like the word “death”

Five• A symbol for good luck,

used to classify the elements, the senses, and basic colors

Six• Expansiveness and

celestial power

Seven• A perfectly completed

cycle



Meanings-

Eight• Luck and brings

prosperity

Nine• Longevity


Chinese Culture in Marketing:Colors and their Meanings-

Red•Symbolizes: Fire•Meaning: Auspicious, luck, happiness, joy, vitality, celebration, fertility, the summer season, and the Southern Direction

Yellow•Symbolizes: Earth•Traditional Meaning: Power, royalty, prosperity, late summer, and central direction

•Current Meaning: Pornography publications

Black•Symbolizes: Water•Meaning: Destruction, evil, profundity, disasters, cruelty, sadness, and suffering

White•Symbolizes: Metal•Meaning: Purity and death

Blue•Symbolizes: Wood•Meaning: Spring, immortality, and advancement

Compiled from authors at illuminantpartners.com and color-meanings.com Images from Google Images

Chinese Culture in Marketing:Colors and their Meanings-

Gold• Meaning: Wealth and riches

Green• Meaning: Wealth, harmony, growth, clean, contamination free, and organic

Purple• Meaning: Divinity, immortality, love, and Romance

Multiple colors or Rainbow colors• Traditional Meaning: A sign that the Emperor will die soon

Compiled from authors at illuminantpartners.com and color-meanings.com Images from Google Images

Chinese Culture in Marketing:Get to Know the Calendar-

There are 7 official holidays in China- 5 are three-day holidays

There are 2 week-long national holidays:

Chinese New Year or Spring Festival, in January or February National Day, the first week of October

Weekends are worked if there is a public holiday that week- so the statutory holiday is effectively only one day

Contact Us for the Full Presentation:

Mediacontact USA Inc.13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112E: [email protected]

www.mediacontactusa.com

mailto:[email protected]

http://www.mediacontactusa.com/

Works Cited

"10 Growing Trends for the Chinese Consumer." CNBC. N.p., 28 July 2011. Web. 28 Jan. 2016. <http://www.cnbc.com/2011/07/28/10-Growing-Trends-for-the-Chinese-Consumer.html?slide=11>.

Cecilia. "China Online Shopping Accounted for over 10% of Total Retail in Q1 2015." China Internet Watch. Incitez Pte. Ltd., 17 June 2015. Web. 28 Jan. 2016. <http://www.chinainternetwatch.com/13444/online-shopping-q1-2015/>.

"Chinese Lucky Numbers And Unlucky Numbers." China Travel. China Highlights International Travel Service Co., Ltd, 14 Oct. 2015. Web. 28 Jan. 2016. <http://www.chinatravel.com/facts/chinese-lucky-numbers.htm>.

"Chinese Meaning of Numbers." Www.whats-your-sign.com. N.p., n.d. Web. 28 Jan. 2016. <http://www.whats-your-sign.com/chinese-meaning-of-numbers.html>.

Gao, Kane. "Avoiding Insult and Injury when Using Color in China." Illuminant. Illuminant (HK) Limited, 17 Jan. 2011. Web. 28 Jan. 2016. <http://www.illuminantpartners.com/2011/01/17/color/>.

Harrison, Matthew, and Mark Hedley. "Marketing and Selling to Chinese Businesses." B2B International. N.p., n.d. Web. 28 Jan. 2016. <https://www.b2binternational.com/publications/chinese-marketing-selling/>.

Jacob. "Color Symbolism in Chinese Culture: What Do Traditional Chinese Colors Mean?"Color-Meanings.com. N.p., n.d. Web. 28 Jan. 2016. <http://www.color-meanings.com/color-symbolism-in-chinese-culture-what-do-traditional-chinese-colors-mean/>.

Kemp, Simon. "Marketing in China: a Five-step Guide | Media Network | The Guardian." The Guardian. N.p., 6 Oct. 2015. Web. 28 Jan. 2016. <http://www.theguardian.com/media-network/2015/oct/06/marketing-china-social-media-consumers>.

Li, Xunshu. "Find Your Target Customer in China." Freshtrax. Btrax, n.d. Web. 28 Jan. 2016. <http://blog.btrax.com/en/2015/08/03/find-your-target-customer-in-china/>.

Magni, Max, and Yuval Atsmon. "The Power of Word-of-Mouth in China." Harvard Business Review. Harvard Business Publishing, 30 Apr. 2010. Web. 28 Jan. 2016. <https://hbr.org/2010/04/the-power-of-word-of-mouth-in/>.

Olivier. "5 Best Social Media Marketing Strategies for Brands in China." Marketing China. N.p., 5 Oct. 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/5-best-social-media-marketing-strategies-for-brands-in-china/>.

Olivier. "5 Business Tips for Search Engine Marketing in China." Marketing China. Gentlemen Marketing Agency, 17 Sept. 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/5-business-tips-for-search-engine-marketing-in-china/>.

Works Cited

Olivier. "Five Ways Social Media is Different in China." Marketing China. Gentlemen Marketing Agency, 14 Sept. 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/five-ways-social-media-is-different-in-china/>.

Olivier. "Storytelling is Your Best Marketing Option in China." Marketing China. Gentlemen Marketing Agency, 22 July 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/storytelling-is-your-best-marketing-option-in-china/>.

On Marketing. "The Biggest Mistakes Most U.S. Marketers Make In China--And How Some Are Learning From Them." Forbes CMO Network. N.p., 4 Mar. 2013. Web. 28 Jan. 2016. <http://www.forbes.com/sites/onmarketing/2013/03/04/the-biggest-mistakes-most-u-s-marketers-make-in-china-and-how-some-are-learning-from-them/#4b8a6c8d4805>.

Philip. "10 Mistakes to Avoid in E-Commerce in China." Marketing China. Gentlemen Marketing Agency, 22 Nov. 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/10-mistakes-to-avoid-in-e-commerce-in-china/>.

Philip. "Social Media in China : 7 Main Differences with Western Countries." Marketing China. Gentlemen Marketing Agency, 19 Oct. 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/social-media-in-china-7-main-differences-with-western-countries/>.

PYMNTS. "China’s M-Commerce Spending Sees Boost In 2015." PYMNTS.com. 1st in Media, LCC, 31 July 2015. Web. 28 Jan. 2016. <http://www.pymnts.com/news/2015/chinas-m-commerce-spending-sees-boost-in-2015/>.

Qiu, Yujun. "Understanding Chinese Consumers." China Business Review. US-China Business Council, 1 July 2011. Web. 28 Jan. 2016. <http://www.chinabusinessreview.com/understanding-chinese-consumers/>.

Sorin, Kay. "Brands Entering Chinese Market Must Appeal to Unique Preferences - Research."Luxury Daily. N.p., 8 June 2015. Web. 28 Jan. 2016. <http://www.luxurydaily.com/brands-entering-chinese-market-must-appeal-to-unique-preferences/>.

Waring, Joseph. "China’s M-commerce to Account for Half of Online Sales Next Year." Mobile World Live. GSM Association, 7 Aug. 2015. Web. 28 Jan. 2016. <http://www.mobileworldlive.com/asia/asia-news/mobile-to-account-for-more-than-half-of-chinas-online-sales-next-year/>.

Warren-Gash, Christopher. "Want To Capitalize On China? You Better Have Good Guanxi."Forbes Entrepreneurs. N.p., 8 Feb. 2015. Web. 28 Jan. 2016. <http://www.forbes.com/sites/languatica/2012/03/15/want-to-capitalize-on-china-you-better-have-good-guanxi/#2715e4857a0b2a147093af4b>.

Wu, Annie. "China Public Holidays, Calendars of China Holidays and Festivals in 2015, 2016."China Highlights. N.p., 22 Jan. 2016. Web. 28 Jan. 2016. <http://www.chinahighlights.com/festivals/china-public-holiday.htm>.

Marketing in China pt 6 of 7

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