{"id":8897,"date":"2018-06-28T09:48:10","date_gmt":"2018-06-28T07:48:10","guid":{"rendered":"http:\/\/visionarymarketing.com\/en\/blog\/?p=8897"},"modified":"2021-08-17T19:33:02","modified_gmt":"2021-08-17T17:33:02","slug":"how-to-succeed-in-e-marketing-in-china","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2018\/06\/28\/how-to-succeed-in-e-marketing-in-china\/","title":{"rendered":"How to succeed in E-marketing in China?"},"content":{"rendered":"

Over the last twenty years, the Chinese digital market has been growing and evolving very fast and China has even become a worldwide leader in digital transformation today. However, China’s digital landscape is quite different from that of the West. Let\u2019s discuss a few questions which would help you comprehend this intriguing market: What are the key characteristics of the Chinese digital market? How could a brand succeed in E-marketing in China, especially a French or a Western brand?<\/em><\/p>\n

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Being successful in E-marketing in China: Chunyan Li tells us all – image by and in partnership with Jumpstory<\/a><\/figcaption><\/figure>\n

First of all, what are the key characteristics of the Chinese digital market?<\/strong><\/h2>\n

Firstly, the Chinese digital market has been growing very fast over the last 20 years, and China has even become a worldwide leader in digital transformation.<\/strong><\/p>\n

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“Succeeding in the Chinese Market” is available in French from local publishing house Eyrolles<\/figcaption><\/figure>\n

The total number of Internet users in China has exceeded Europe\u2019s population, i.e., 772 mn in Dec. 2017, representing 56% of the Chinese population. China is also leading the mobile payment revolution. In 2016, the mobile payment volume (in $) in China was already 11 times that of the USA. Apart from that, China has become a worldwide leader in e-commerce and New Retail. It\u2019s also in the global top three countries for venture capital investment in some key technologies, like Virtual Reality, AI and machine learning, Autonomous driving, Robotics and drones, 3D printing, Big data, etc.<\/p>\n

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\u00a0<\/strong>Secondly, China’s digital market is an independent system which works differently from the West. <\/strong>In China, we have a wide variety of digital activities, but due to government censorship, we can\u2019t get access to Google, Facebook, Twitter, Youtube, etc. There are many local players and the digital market is quite competitive. Then we have a Chinese version corresponding to each major occidental digital platform, for example, Baidu replaces Google, Renren, Kaixin replace Facebook, Weibo replaces Twitter, Youku replaces Youtube, and WeChat incorporates all the features of \u00a0IQiyi, Tencent Video,\u2026, Facebook + WhatsApp + Skype. In e-commerce, E-bay and Amazon are also present in China, but they\u2019re less competitive than Alibaba and JD.com.<\/p>\n

Thirdly, in China, the social media especially the social networks have much impact on people\u2019s daily lives and purchasing decisions. <\/strong>For example, Weibo and WeChat are the most preferred Chinese social networks by the companies to promote their brands, products, or services in China. They have respectively more than 400 mn and 1 bn monthly active users today. On Weibo and WeChat, it\u2019s easier to get the number of followers increasing quickly or get more clicks. For example, YAO Chen, a very famous Chinese actress, has more than 80 million followers on Weibo \u2013 more than the French population.<\/p>\n