MCN’s in China

A hostess sells products via live broadcast during the first live broadcast fair held in Guangzhou, Guangdong province, on June 6, 2020. [Photo/Xinhua

Hello, and once again, greetings from Shunyi, today is Tuesday May 10th. Being Tuesday means too, that it is time for us to look at a little more depth in either a trending or interesting aspect of “marketing to Chinese in China.” This week we take closer, slightly cynical look at MCN’s In China.

Navigating the China marketing waterways is a tricky business at the best of time. It is too, too easy to become becalmed in a polluted stream or tributary, or swept away in a torrid onto the rocks or over the falls. Once you begin dealing with KOLs, influencers, celebrities you are in MCN waters. And they flow fast, cold and deep.
Err what’s an MSN when it’s at ‘ome anyway – glad you asked, we’re coming to that.

KOLs, influencers, celebrities you will already be familiar with. They have, for some years now, been an international staple in most marketers quiver. Long, long ago, before social media marketing (yes, there was such a time) influencers or celebrities graced our radios and TV tubes. In those days they were our idols from stage, screen or vinyl. Famous movie queens or beauties would promote cosmetics or soap, notably Lux whilst their male counterparts would extol the manly virtues of Camel cigarettes or Jim Beam whisky.

So, much like today, if there was a brand with enough cash, there was a star or starlette ready to promote their product and help lighten the burden of that cash. The difference might be that back in the day, those faces were already famous. Well known to us. Their fame and adoration existed before they became “Brand Ambassadors.”

Today many, if not most of the KOLs, influencers, celebrities you meet in China were relatively unknown before they began as brand ambassadors. It is from here they gain their popularity, or, in many cases recently, their notoriety. OK, to be balanced, yes, there are also many “genuine” celebs working as brand ambassadors – Chinese singing idols or movie stars whose fame and popularity peaked long before they lent / hired their face or legs to a fashion brand.

It could be said they have already “paid their dues.” A recent example of rise to commercial fame is the Olympic gold medalist Eileen Gu. A combination of skill, beauty, youth and national pride has seen her rocket to one of the more sort after celebs in China.

So, back to those who seemingly came “from nowhere.” Overnight successes?
Well, yes and no. Many of these are treading the existing celeb route, but in reverse.
Sort of.
For example, most people have heard of China’s “Lipstick King” who once famously sold 230, $2000 luxury branded handbags on line in less than 60 seconds.
He, like many are signed up to MCN’s and now tra la, we answer the question.

What’s an MSN when it’s at ‘ome anyway?

To answer that, in detail we’ll precis part of Jing Daily’s article which we link to below.

MCN, or multi-channel networks act like agents to manage the activities of KOLs across social media and e-commerce. They charge brands a (hefty) fee as well as taking a cut of the KOL’s sales. As you might imagine, this is popular, there are a few of these MCN’s in China. Currently over 40,000.

Jingdaily.com


So, to work with MCN’s or not to work with MCN’s, that is the question. Is it more noble in the mind and easier on the wallet to bypass MCN’s and deal direct with KOL’s?
Or should one bite the bullet? It’s not an easy question, MCN’s have the market well tied up and offer services the the average local and foreign brand may have trouble sourcing and organising themselves. And for some smaller Chinese family firms, the almost stranglehold of MCN’s and their stratospheric fees are forcing them out of the market and out of business altogether. As we cover in this post:

However. for a closer look at MCN”S in China and a detailed look at 4 of the top players we urge you to read this article from Jing Daily:

4 MCNs You Need to Know in China

Thanks for reading our China news, marketing, tech and social media article – we hope it was useful, relative, informative, valuable.

No?
Not Useful?
Then perhaps you may like to chat directly and personally with Everlyne?

But please, be aware of local (China) time when calling from overseas. Despite rumours to the contrary, Everlyne is human, not a bot, she does eat, drink and sleep – sometimes.


Whatever your question re Chinese Business, Marketing Tech or Social Media, she will know the answer, or know someone who does! A brief intro below;

Everlyne-Yu-Uengager

In 2003 Everlyne Yu co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bic Brands.

She began Uengager, a company focused on customer engagement, as a SaaS MarTech company in 2017.

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.

PRESS TO CALL ME NOW

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 Squibb to local Chinese firms such as Midea, and OK Order.

If you’re looking for guidance, tips, advice on any aspect of starting or growing a business in China or training, coaching your existing China marketing team for excellence, be sure to check out Uengager. Home page and base for Everlyne Yu. Read her short bio – opposite left – or contact her direct – below – for a free, heart to heart chat.

Bicyu client logo bar
A selection of Bicyu clients since 2003

CONTACT EVERLYNE

Follow Uengager on Wechat

Note: App is in Chinese and needs WeChat account to access.

WeChat QR Code

OR:

Take Tea with Everlyne

北京海淀区清华科技园大厦B座

Covid’s persistence means this address is not always available.
But Beijing has many tea shops or cafes where we can still meet and chat

B1 XlabBuilding 1, TusPark B, Tsinghua Science Park

No.1 East Zhongguancun Road,Beijing, Haidian District 100084China

Published by The Bic

Bicyu is a NZ registered, British owned MarTech business based in Beijing providing marketing, tech, education and information services to European, NZ, Australian, UK, African, and Asian firms doing business in China. We work with local ones too. We've been here doing this since 2003. We also incorporate Aim2D and Uengager in our small brand list.

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