With the phenomenal rise of the mobile app WeChat (a mix of Path, WhatsApp, Facebook and Instagram), ict with 650 million users, some marketers-have Said the Chinese Twitter, Sina Weibo and previous social networks dead.
HOWEVER, recent studies suggest That if the Time Spent on Weibo decreases while Believes That is WeChat, users still Spend twice as much time on Weibo than on WeChat.
Weibo wants to capture the Luxe
In addition, items and content related to Luxe published on Weibo are rising Continuously. This is not an environment “the winning raffle all” in China and it is Obvious que la landscape of this sector will evolve with major players, Such As Western, Pinterest, Tumblr, Instagram … Both Chinese social networks Headlights Reflect and determine the chat for users. WeChat shoulds be seen as a platform to explore new ways to treat and supporting customers. Beauty brands-have already lancé the sampling campaigns in O2O (Online to Offline). Airlines now allow you to choose your seat and online booking. Luxury brands offer customer service. And Many different brands and websites launch m-commerce initiatives and accept payments WeChat.
The Chinese are knowledgeable, sophisticated, international and local.
The Chinese population uses, not surprisingly, the Chinese social networks to be more educated about price variances, availability of products and quality of customer service (or Lack Thereof) on different markets around the world.
They aussi use social to create a thriving parallel market by working with friends and agents of overseas purchases Single (the Daigou) to buy products at a lower cost abroad and send ’em or bring em.
Besides this International-local angle Chinese Consumers, ALTHOUGH sophisticated and international perspectives, and how to collect information, are more Influenced by the communications are effective on Chinese That sensitivity.
Does this little movie made in France in the lavish generation makes sense for your Chinese customers?
Is this needs to be Explained through social channels?
Brands need to start thinking about Creating glad That Is falling to thesis sophisticated customers, the always Representatives Appropriately mark.
Consumers want to know all lifestyles, not just brands.
A booming market
Within this growing market, Consumers-have-been Typically classified as wanting to be “In The Show”, Meaning They like to showcase logos and brands, SPECIFICALLY online.
With the Anti-corruption laws and the rapid exchange of Chinese Consumers of luxury items, Such ostentatious behavior lost the coast. Numerous “Truman Show” Were Born Gold users do not only speak of a luxury bag goal aussi They say how to dress to be Coordinated, and even better, or go and how to live the life of luxury with the bag. Social networks are used by major brands to educate and communiquer along lines thesis. More on this site .
Marketing: Leveraging the social power of celebrity
The idea of the impact of celebrities is Certainly not new, purpose use social intelligence to inform Their selection is increasingly significant. The tens of millions of celebrity followers on Weibo make thesis Very powerful people and to Influential em.
WeChat on the use of Lionel Messi as Spokesman HAS brought` 100 million users of the app ict in infancy. Celebrities, KOL is used as opinion leaders, are a great value to reach a target audience. HOWEVER, in China, due to Their great influences With Their hearing qui account for tens of millions, Becoming The Most Influential ambassadors contre extravagant salaries. The use of celebrities to-any digital marketing remains moderate …
