Hello, in this article we mix tech up a bit with marketing with an article that caught our eye in Jing Daily. Why Jing? Well again, despite its focus on lux and fashion, we refer to it as those two sectors are very often a good guide to where Chinese consumer trends are heading.
Not always, but very often, where lux and fashion goeth, mainstream is usually not too far in following along behind.
As we have said in other articles, we have been around for a while here in China- since 2003 in fact and have watched as the marketing landscape changes. Seemingly every day.
If you have read any of our articles, you will likely have heard us say that the Chinese market is dynamic. It isn’t really something you can spend a week, month or however long analysing, then relax, set and forget. It needs constant attention. That can be hard.
We have also said, many, many times that China is not just one huge, 1.4 billion consumer market. Most foreign firms get this- now – but we still come across some who haven’t really thought things through. Heck, usually, they have never ever been here either.
Which brings up another of our oft trotted out pearls: what works in your country is pretty much guaranteed to fail here. Even if you scored in Taiwan, or Japan, the chances are it can not be just transplanted into China. China is different, which we know tends to grate with some foreigners. Many years back a certain European fashion brand CMO challenged us: ”Just how different can China be?” He found out- the hard way.
So yeah, obviously, segmentation and knowing your target consumer – almost intimately is hugely important. But even that is becoming more difficult. Segments that were once – relatively clear and defined- and now becoming messy. Lines blurred.
As if that wasn’t enough, China is now flooded with so many marketing Apps and any brand contemplating China also has to walk the minefield of KOL’s influences and other celebs. So, as we began in para 1, this article in JIng Daily caught our eye: How Western Brands Can Find The App in China That Reaches Their Perfect Audience- we hope it is useful and informative for you.
And yep, the title is tongue in cheek, in case you were wondering. If only!
Just like the mythical “China Expert”- it doesn’t exist.
Of course we understand the article is very generic- it’s aimed to give you a general overview view. A starting base. For a talk about the relevance to your brand specifically, we warmly invite you to Chat with Everlyne Yu, our CEO and China marketing guru.
In 2003 Everlyne Yu co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bicyu / Aim2D. She began Uengager, a company focused on customer engagement, as a SaaS MarTech company in 2017.
Everlyne is also a key note speaker, lecturer and KOL on MarTech in China. She is CEO of Uengager, business development officer for Bicyu.
Everlyne hs been privileged to work with a variety of international organisations, from VW, Cushman Wakefield, Sodexo, Bristol Myers Squid to local Chinese firms such as Midea, and OK Order.
Hello, Nihao, I’m Everlyne.
I love to talk about and help people understand the amazing ways MarTech and SaaS can work to strengthen your business engagement with Chinese consumers.
I know you have questions or want to talk about your brand or business in China so please, drop me a line opposite. If you prefer live chat, call and talk to me live, in person direct.
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