Exploring the impact of China's tourism recovery, potential trends that may emerge and what we can expect in terms of branding and marketing to a new Asia Pacific audience.
14. CHINA IS NOISY & WILD
It is an eccentric blend of modernity and tradition
15. Censorship is a hot button topic
But by playing by the rules
It has allowed Chinese brands
to flourish creatively
16. China consumers are coming of age
Especially the #996.icu#, 80/90后
They hold a ‘spend more, earn more’ mentality
And are driving the next wave of consumerism
18. 1.44B people, world's most
populous country
855M Internet Users
● But there’s no Facebook or Google
● Censorship, censorship and censorship
● Unspoken rule for brands to promote
‘healthy’ content
五毛,白左,#nnevvy#
How much do you know about China?
19. But… it’s not indecipherable.
Basic rules still apply…
21. MOBILE FIRST IN CHINA
21
MOBILE Dominates Social Media In China
812.6 M 95% 3.17 H
• Sourced from Wearesocial: Digital 2020 China
22. Sharing moments from daily life01
Daily necessity service (e.g. taxi hailing)02
Following the latest news03
Reading long articles and educational information04
Following KOLs05
Participating in promotional campaigns06
Looking for purchase recommendation07
Direct purchasing & Payments08
Contacting businesses’ customer hotline09
Work10
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SOCIAL APP USAGE
23. 23
SOURCES OF NEW BRAND DISCOVERY
• Sourced from Wearesocial: Digital 2020 China
44. No.1 makeup brand within only 2
and a half years since it was established
Phase 1: Build up
brand awareness
Phase 2: Long-term
communication
HOW XIAOHONGSHU IS USED FOR MARKETING & COMMUNICATION
46. SO HOW DO WE START
THE ROUTE TOWARDS RECOVERY?
47. How can we prepare ourselves for
the upcoming wave of tourism
recovery?
What are their needs and
desires? Which platforms do
they use most?
Setup avatars
Refine your communications
to address their needs and
wants.
49. In order to maintain both them
and their family’s quality of life,
their preferences lean towards
‘HOME-BASED’
50. Changes caused by Covid-19 NEXT STEPS
People are turning inwards to
value
In order to maintain both their
and their family’s quality of life,
their preferences lean towards
1. Revise new communications positioning
2. Introduce new potential ‘home based’ products
or segments
52. 52
VERIFICATION PROCESS FOR EACH PLATFORM
Social Platform Documents For Account Certification (for a Company/Organization Outside Of China)
Weibo
:
WeChat :
,
Douyin
:
Xiaohongshu :