The significance of this data is that the Internet has been fully established before China really accepts the Internet. So, in many ways, the Internet is built by the West for the West. But all of this has changed dramatically over the past 16 years – China has tailored a series of unique online platforms for the market. Here, we will look at a few – how companies can use them to grow their business in China.
China Social Media
Most of China’s social media platforms are taken for granted, including Facebook, Twitter, YouTube, and Instagram. China’s major platforms include WeChat, Sina Weibo, QQ, and Q. We do not have time to look at them carefully, so let’s focus on the main ones.
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WeChat is a Chinese version of WhatsApp. This is primarily a personal communication application – users can chat via text, audio, and video. It also allows users to share photos and updates in Weibo format via WeChat.
The network was launched in January 2011 and has seen remarkable growth since then. As of May 2016, there are over 762 million monthly active users, of whom 200 million have credit cards. More than 55% of users open this application more than 10 times per day, spending more than 40 minutes per day on WeChat. Like the social platforms in the West, WeChat users can follow brands or businesses. If you want
to promote your business, you can choose between two types of accounts:
• Service Account – Usually used by a small business, which allows you to post information about your company, such as basic features – the ability to subscribe. Positive marketing options are quite limited because service accounts allow businesses to push only one email a week.
- Subscription Accounts – Used by large businesses because it allows them to send notifications to subscribers on a daily basis. Users can save messages or share with others through their personal network.
Businesses can also advertise on WeChat – but they require at least 100,000 followers. WeChat also allows customers to pay directly from the app.
Sina Weibo was launched in August 2009 and is often referred to as “Chinese Twitter.” This is a Weibo service, like Twitter, which has a 140 character limit. However, this restriction was canceled in January 2016.
Originally regarded as China’s largest social platform, censorship introduced in March 2012 led to a 30% reduction in inactivity. Recently, Weibo started to rebound – as of 2015, there are more than 236 million users every month.
In terms of marketing opportunities, Weibo allows companies to create fan pages. International companies have been successful on this platform. Tourism New Zealand signed Ambassador Yao Chen of Chinese actress in 2011. During her visit to New Zealand, she regularly released the latest news to her 40 million followers, resulting in 500,000 visitor visits and 20,000 referrals.
“WeChat” and “Weibo” can all work together – “Jing Bao” in 2015 is a good summary of the differences between the two platforms.
“[Sina Weibo] offers a very different brand opportunity than WeChat, which is more of a one-to-one communication and personalized interaction with its fans, and weibo is very useful for attracting the masses through viral postings.”
China Search engine market
Just like social media, search in China is also slightly different. Google has a rather traumatic relationship with the country – which has led them to threaten to leave the market for review.
This makes Baidu a mainstream search engine – with nearly 80% market share. The platform attracts more than 9 billion searches annually – of which over 50% are mobile searches.
Like Google, search results are indexed – organic rankings can be improved over time. However, you can use pay-per-view ads to increase your visibility if you are a beginner.
To use PPC in China, you need to register with Baidu and provide a wealth of legal information about your business. Direct deals can prove challenging – so you can search through third parties – such as China International – who will help you navigate through the process.
Baidu is also launching a new augmented reality platform that opens up new augmented reality opportunities for advertisers.
Because YouTube is part of Google – yes, you’re right – it’s banned in China! So, if you want to promote video – you need to use local sites like Youku.
The site introduces online video content – from user-generated collections to licensed professional content. Video is a big business in China, where Youku has 150 million daily active users and 900 million daily video views – of which 400 million are for mobile devices.
In marketing – the company has several options. Like YouTube, you can create an official brand channel.
Online ads can also be placed as Banners, text links, buttons, and branded viral videos. You can also sponsor live events or use products in in-house or viral videos. You can do pre-roll, mid-roll, or post-roll ads – users can not skip QR codes We cannot talk about digital marketing in China without a mention of QR codes. They are great! You will find them everywhere. One of the most popular uses is to attract followers of WeChat.
A variety of applications in China are built-in QR code readers. Users simply scan the code to gain access to the company’s WeChat account and are not limited to being used offline, as brands add them regularly to their websites and social media channels.
If you plan on an event – or another off-line location – just remember to place them where people can easily scan. In the background may mean it is too far away – a side panel may mean that people need to squat to scan it.
So this is a very brief overview of digital marketing in China. We hope you find it useful. If you want to launch digital events on the market – just make sure you have enough time to read all the redo </ s> sections. good luck!