China & more authenticity on Social Medias !
Nowadays, social medias take a huge place within worldwide population. China is the largest country where online platforms’ attractivity is the most important. Indeed, Chinese consumers are more and more connected and they spend many times on the internet to find information. They want to have new trends and tendencies, products adapted to their expectations, promotions and offers. In addition, they prefer using their smartphone to browser their favorite platform.
Then, Chinese users are fond of entertaining social medias offer them. That’s why, Chinese platforms is still innovating and creating new features in order to satisfy users with further authenticity.
Today, social media which are making out in China are Wechat and Weibo.
Further information: The Top 5 Social Media Networks in China for 2015
Social Networks area
Wechat holds over 600 million of registered account and 400 million of active users monthly. That is the most important message mobile app in China. It works in “One-to-One”, a private and focused aspect on users’ community.
The famous platform have many features. It allows companies to promote their brand by creating account, in order to penetrate the Chinese market. The “Wechat Wallet” function encourage consumers to purchase online thanks to Wechat payment. The app is still innovating. Since last April, users have the possibility to use Wechat City Services Urban which enables users to book events or pay bills.
Weibo is the largest miccroblogging plaform in China where users publish, share, and comment on a public page. Moreover, contents, videos, photos posted, reach a bigger audience than on Wechat.
Networks’ producers want their platforms to be part of Chinese users’ daily life
Brands, leaders or celebrities don’t hesitate to take advantage of social medias to buzz, promote campaigns, and expose their brands to consumers who want entertaining.
The British luxury brand use Chinese zodiac signs to launch new collection and attract Chinese consumers. A short film was published on networks and we can see the brand designer with a red monkey approaching Shanghai in order to celebrate the New Year. Using cultural signs increase relationships between brands and consumers.
The famous Italian brand is with Chinese figure during the Milan Fashion Week, Li Chen, well known Chinese actor boosted among Chinese consumer. Indeed, we can see designer’s photos on Social Networks.
The brand uses add and story-telling tool in order to increase e-reputation on social networks. The goal is to realize a film by adding an off-voice telling story along the add. Here, the ad produces a dad’s history telling by his child. That gives a more intimate and moving side to attract family’s dads.
The prestigious worldwide brand got it, originality is very important to attract Chinese consumers. Apple launched a campaign by presenting red watch during the Chinese New Year, which brought an effective success.
The famous Chinese liquor brand brought an active interest among Chinese population. Indeed, the brand invited two figures Du lei, a famous bloggeur and Ji Zhonghsan a big businessman. Photographs were published on social medias and brought further followers who love the both opinion leaders.
The British luxury brand launched campaign dedicated to the Chinese New Year. Actually, it offered presents to users who opened or switched off the gift on their smartphone, in order to win limited edition products. Also, the brand used the Wechat app “Hongbao”. Users could send presents to their friends and families through the platform. That is a very effective tool to attract Chinese consumers very fond of luxury goods.
You can also read:
- Online Marketing, the best performing tool for new market entrants
- Best WeChat Marketing Campaigns: Big Brands, Wide Horizons
- How McDonalds, Pepsi, Burberry Are Going Big on China’s WeChat
- local advertising agency