China represents the largest commonly untapped community for most international brand strategies. Brands sometimes avoid China due to its unique digital platforms and ever-changing array of government restrictions.
As the Internet evolves into nationalized internets, adapting your global digital marketing efforts for markets like China takes a nimble and strategic mind.
Simillar but different: Understanding the social media platform landscape
Social media platforms in China are large and mostly unique to the country. As a marketer in the United States, it’s easy to forget that the size of our most popular networks pales in comparison to China’s most popular.
- In 140 characters: Mobile messaging service with solid brand presence and emerging popularity among China’s younger demographics.
- Monthly active users: 355 million
- Western comparison: Twitter, WhatsApp
Sina Weibo
- In 140 characters: Established network with large ad platform, but dwindling popularity among China’s younger social users.
- Monthly active users: 129 Million
- Western comparison: Twitter-ish in functionality, but more like *cough* Myspace *cough* in terms of popularity.
QZone
- In 140 characters: Mainstream giant of Chinese social media owned by Tencent. Mass-market appeal that is popular among all major demographics.
- Monthly active users: 625 Million
- Western comparison: Facebook
Other major platforms in China include: Tencent Weibo, Pengyou, 51.com, Kaixin001, Renren and Douban.
Playing by the rules: Understanding the ever-changing Chinese regulations
China’s strict control over social media and the Internet in general can be a daunting challenge for risk-averse executives.
Described as “dancing with chains,” brands can succeed as long as they play within the rules.
A few tips:
- Rely on local representatives and consultants: Keeping an ear to the ground can be crucial in understanding and adapting to changing regulations.
- Tread carefully: Avoid potentially risky posts involving politics or religion. Focusing on humor or general brand awareness can also be key to avoiding censorship.
- More reach, more problems: Understand the potential of your brand messages. Since China carefully monitors what its citizens are talking about, if your brand has a large potential reach, expect greater scrutiny of your digital content.
Learn more about current restrictions on brands marketing on China social networks.
Pure inspiration: Global brands doing it right
Brand: Pepsi
Platform: WeChat
Analysis: Leveraging WeChat’s heavy use of audio text messages, users could record an audio message on Pepsi’s popular annual “Bring Happiness Home” promotion for the Chinese New Year.
Subtle, but effective, Pepsi was adept at understanding how to properly market their brand using both a China-specific holiday and a popular feature of the WeChat platform.
Brand: Mizone
Platform: Sina Weibo
Analysis: Mizone, a drink brand, relied heavily on humor to engage a younger demographic during last year’s World Cup.
Adjusting their strategy to the popular soccer tournament, they engaged fans with humorous images around England’s early exit and even the failure of the Chinese national team to qualify.
A key component of their strategy was to play on their Chinese name with the slang term “Mai Meng” which translates to “playing cute.”
Everyone needs a friend: Partner with a China-specific agency
Unlike other international campaigns that are relatively simple in terms of launching and promoting, we recommend partnering with either a China-specific agency or consultant.
As a fairly restricted nation with complex and changing regulations, a partner agency could be crucial to creating and sustaining a successful campaign.
While it requires a unique strategy to counter government regulations and China-specific platforms, the potential opportunity found in Chinese digital marketing can be far greater than any other nation in the world.
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