Get Rid of Your "Online Traffic Anxiety" With These 5 Hot Trends

2022 TOP 5

MARKETING TRENDS

IN CHINA

According to the Chinese Internet Network Information Center (CNNIC) there is more than one billion Internet users in China. Companies are finding their own ways to seize the opportunities from this huge market, although this doesn’t come without a large challenge: targeting all of these users in order to constantly increase followers and to then turn them into consumers, also referred to as "traffic anxiety". However, there have been a few emerging trends over the past year that could definitely relieve companies from this headache.根据中国互联网网络信息中心（CNNIC）的数据表明，中国有超过10亿的互联网用户。每个公司都在寻找合适自己的方式来抓住这个巨大的市场机会，尽管这个过程中并非一帆风顺，也面临很大的挑战：瞄准所有这些用户，不断吸引追随者，然后把他们转变成消费者，这也被称为"流量焦虑"。然而，在过去的一年里，出现了一些新兴的趋势好似一剂良药，可以缓解公司头痛的营销增长问题。
Let’s have an overview of the TOP 5 MARKETING TRENDS IN CHINA to watch out for in 2022!下面就让我们来了解一下2022年中国值得关注的五大品牌营销趋势！

01

#KOL or #KOC? 

Both! 双打！

Over the last years a few brands have found themselves boycotted following the misconduct of their KOL (Key Opinion Leader aka Influencer), while KOCs (Key Opinion Consumers), regular consumers who share a product review on social media, have been a rising trend. Content posted by KOCs is seen as reliable and the consumer base they generate is more stable as they genuinely appreciate the brand and its products and, for this reason, place repeat orders. However, as KOCs usually have a small fan base, brands can’t necessarily avoid also relying on KOLs in order to boost their sales.
去年，一些品牌由于他们的KOLs（关键意见领袖当下又名网络红人）的不当行为遭到抵制，对品牌产生负面效应，而KOCs（关键意见消费者）作为在社交媒体上分享产品评论的普通消费者一直是一种上升趋势。KOC发布的内容被认为是可靠的，他们产生的消费者群体也更加稳定，不会因为追星才购买产品，而是出于对品牌的真实喜好，才会反复购买。但是，由于KOC通常拥有较小的粉丝群，宣传范围比较窄，因此品牌也会需要KOL来配合促进销售。

02

 #Private Traffic  #私域流量

With paid traffic becoming increasingly expensive, companies have started to turn to private traffic to attract consumers. In China, the all-in-one app WeChat is a marketing tool that companies cannot do without, but how can it support their private marketing strategy? By creating VIP WeChat mini-programs and WeChat groups, brands can build up their own communities of consumers. Private traffic generated from closed groups allows brands to have a direct relationship with consumers, thus communicating their brand more efficiently and increasing repeat purchases.

随着付费流量变得越来越贵，许多公司已经开始转向私域流量来吸引消费者。在中国，全能的微信是企业离不开的营销工具，但它是如何支持私人营销策略的呐？通过创建VIP微信小程序和微信社群，品牌可以建立自己的消费者社区。封闭群体产生的私域流量使品牌与消费者建立直接关系，从而更有效地传达其品牌并价值并增加重复购买。

03

    #Artificial Intelligence 

     #人工智能

Chinese Internet companies have been heavily investing in AI technology to support their marketing strategies with data. From intelligent search, AI powered customer service, product recommendation, programmatic advertising, to virtual influencers, companies have access to many new ways to retrieve consumers’ preferences, provide a more optimal customer experience and reach more visibility online.中国互联网公司一直在大力投资人工智能技术，以支持其数据营销策略。从智能搜索、人工智能驱动的客户服务、产品推荐、程序化广告到虚拟网红，公司可以使用许多新方法来检索消费者的偏好，提供更优化的客户体验并在线获得更高的知名度。

04

#Content Platforms 

  #内容平台

“Planting grass” (种草) is one of the most abused marketing practices in China. It relies on the massive diffusion (like planting grass) of ad posts on social media in order to stimulate users' desire (“the grass”) to buy products and thus drive traffic.

On the other hand, Zhihu 知乎, one of the most popular Q&A websites in China, has launched a new trend called “planting trees” (种树). This model derives from the rise of content creators on Zhihu who are professionals that answer consumers’ questions with authentic content. This sort of systematic brand marketing can help companies to grow one own’s community (“the trees”) with a long-term return in terms of brand appreciation and traffic autonomy.

"种草"是中国市场被滥用最为严重的营销行为之一。它依赖于社交媒体上广告帖子的大规模传播（如种草），以刺激用户购买产品的愿望（"草"），从而增加流量。

另一方面，中国最受欢迎的问答网站之一知乎，推出了一种名为"种树"的新趋势。这种模式源于知乎上内容创作者的兴起，他们是用真实内容回答消费者问题的专业人士。这种系统的品牌营销可以帮助公司发展自己的社区（"树"），并在品牌欣赏和流量自主方面获得长期回报。

05

 #Video Marketing

#短视频营销

As videos are becoming increasingly popular especially among young consumers, brands are taking advantage of the creativity of some uploaders on video platforms to give a boost to their brand awareness. 艺术菜花 ("Artistic Cauliflower") with more than one million followers on 抖音 (aka the Chinese Tiktok) and B站 Bilibili, creates short ad videos that revolve around a slogan or the quality of the product. The mix of intriguing narrative, high video quality and brilliant acting skills are key to their success, as well as of the brands featured.随着视频的兴起，尤其是在年轻消费者中越来越受欢迎，品牌正在利用视频平台上一些上传者的创造力来提高他们的品牌知名度。艺术菜花（"艺术菜花"）在抖音和B站上拥有超过一百万的粉丝，创建短视频广告，围绕口号或产品质量进行创意。引人入胜的叙事，高视频质量和出色的演技是他们成功的关键，也是品牌特色的关键。

As advertising becomes increasingly expensive, we are seeing the rise of a new era of rational brand marketing that relies less on paid advertisement and more on content that must be authentic, creative and powered by AI technology.

随着广告费日益上涨，我们看到一个理性品牌营销的新时代的兴起，这个时代越来越少地依赖付费广告，而更多地依赖于真实、创意和由人工智能技术驱动的内容。

Are you also experiencing “traffic anxiety”? Get in touch at [e-mail] for some help!

您是否也在经历"流量焦虑"？请与 [e-mail] 联系获取帮助！

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