Chinese Marketing: Do You Really Know How To Navigate It?

Chinese Marketing: 

Do You Really Know How to Navigate It?

中国市场营销：

何去何从？

China has long been an economic powerhouse, and its influence on the global market continues to grow. In recent years, the country's marketing industry has experienced significant growth and innovation, with many newsworthy developments gaining attention. In this article, we will explore some of the most significant marketing news in China, including new marketing trends, key industry players, and notable campaigns, to finally give you an overview of what really the Chinese market is and how some notable marketing campaigns achieved their success.

长期以来，中国一直是一个经济强国，其对全球市场的影响力不断增长。近年来，中国营销行业经历了显著的增长和创新，许多有新闻价值的发展受到了关注。在这篇文章中，我们将探讨中国一些最重要的营销新闻，包括新的营销趋势、关键行业参与者和著名的营销活动，最后让您了解中国市场的真实情况，以及一些著名的营销运动是如何取得成功的。

New Marketing Trends in China

中国市场营销新趋势 

In 2021, several new marketing trends have emerged in China, reflecting the country's rapidly changing consumer landscape. As e-commerce continues to dominate consumer behavior, companies are quickly adapting to meet the demands of China's expanding online marketplace.

2021，中国出现了几个新的营销趋势，反映了中国快速变化的消费者格局。随着电子商务继续主导消费者行为，企业正在迅速适应中国不断扩大的在线市场的需求。

One such trend is live streaming. Live-streaming has become particularly popular in China, with platforms like Douyin, Taobao Live, and Kuaishou seeing tremendous growth in users. Many businesses have taken note of this trend, leveraging live-streaming as a powerful marketing tool to engage with audiences in real-time.

其中一个趋势就是直播。直播在中国变得特别受欢迎，抖音、淘宝直播和快手等平台的用户大幅增长。许多企业已经注意到了这一趋势，将直播作为一种强大的营销工具，实时吸引观众。

Another significant trend is the rise of micro-influencers. Micro-influencers are social media personalities with a smaller but more engaged following, making them ideal for niche markets. These influencers often have a more authentic connection with their followers, which can translate into more effective marketing campaigns. As businesses in China continue to focus more on new media marketing, working with micro-influencers is a strategy that is proving to be successful.

另一个重要趋势是小微自媒体博主的崛起。小微自媒体博主是社交媒体名人，拥有较少但更积极的追随者，这使他们成为利基市场的理想选择。这些有影响力的人往往与他们的追随者有着更真实的联系，这可以转化为更有效的营销活动。随着中国企业继续更多地关注新媒体营销，与小微自媒体博主合作是一种成功的策略。

Key Industry Players 

主要行业参与者   

China's marketing industry is home to several major players, with many of the country's biggest tech companies branching into advertising and marketing. One of these players is Alibaba Group, which has transformed into one of the world's most powerful e-commerce conglomerates. In addition to its core e-commerce business, Alibaba has branched out into advertising, as well as cloud computing, finance, logistics, and entertainment.

中国的营销行业有几个主要参与者，许多中国最大的科技公司都涉足广告和营销领域。其中一个参与者是阿里巴巴集团，该集团已转型为世界上最强大的电子商务企业集团之一。除了核心电子商务业务外，阿里巴巴还涉足广告、云计算、金融、物流和娱乐。

Notable Campaigns in China's

Marketing Industry

中国营销行业的著名活动

China has seen many innovative and attention-grabbing marketing campaigns in recent years, with some receiving international recognition. Here are a few notable examples:

近年来，中国开展了许多创新和引人注目的营销活动，其中一些得到了国际认可。以下是几个值得注意的例子

JD.com's Singles' Day Campaign

京东的光棍节活动

Singles' Day is a massive shopping event in China that takes place on November 11th, offering big discounts and promotions across various e-commerce platforms. In 2020, JD.com launched a clever campaign that centered around the concept of "carpe diem," urging consumers to seize the day and indulge in their passions. The campaign featured a series of advertisements featuring people engaged in activities like bungee jumping, dancing, and cooking, all with JD.com's ethos in mind.

光棍节是中国的一个大型购物活动，将于11月11日举行，在各种电子商务平台上提供大折扣和促销活动。2020年，京东发起了一场围绕“及时行乐”概念的巧妙运动，敦促消费者抓住这一天，尽情享受自己的激情。该活动以一系列广告为特色，广告中有人参与蹦极、跳舞和烹饪等活动，所有这些都考虑到了京东的精神。

Tencent's Qixi Festival Campaign

腾讯七夕活动

Qixi Festival, also known as Chinese Valentine's Day, falls on the seventh day of the seventh month on the lunar calendar. In 2020, Tencent created a campaign to celebrate the holiday by using immersive, interactive storytelling across social media platforms. The campaign featured a short video series starring a couple embroiled in a virtual reality mystery quest that led them on a scavenger hunt through the city.

光棍节是中国的一个大型购物活动，于11月11日举行，在各种电子商务平台上提供大量折扣和促销活动。2020年，京东发起了一场围绕“及时行乐”概念的巧妙运动，该活动以京东的精神为核心，以一系列广告为特色，在广告中展示人们蹦极、跳舞和烹饪等活动，敦促消费者抓住这一天，尽情享受自己的激情。

Mercedes-Benz "Justify Nothing" Campaign 

梅赛德斯-奔驰"Justify Nothing"运动

In 2019, Mercedes-Benz launched its "Justify Nothing" campaign, which featured an empowering message to "be yourself" and not worry about external judgments. The campaign featured Chinese celebrities and everyday heroes who refused to let societal norms restrict their self-expression. The campaign resonated well with Chinese consumers, generating over one billion views across social media platforms.

2019年，梅赛德斯-奔驰发起了“Justify Nothing”活动，其特点是传递“做你自己”的赋权信息，不用担心外部判断。这场运动的主角是中国艺人和素人英雄，他们拒绝让社会规范限制他们的自我表达。这场运动在中国消费者中引起了很好的共鸣，在社交媒体平台上产生了超过10亿的浏览量。

Source: Mercedes-Benz Group Media

Conclusion

结论

China's marketing industry is expanding and innovating at a rapid pace, with new trends and key players reshaping the field. Whether it's leveraging live streaming to reach a wider audience, working with micro-influencers to build authentic connections, or sponsoring attention-grabbing campaigns, businesses in China are finding new ways to engage with consumers. With its vast consumer base and diversified market, the country's marketing industry will continue to evolve and draw global attention in the years to come.

中国营销行业正在快速扩张和创新，新的趋势和领头羊玩家们正在重塑这一领域。无论是利用直播来接触更广泛的受众，还是与微影响者合作建立真实的联系，或是赞助吸引眼球的活动，中国的企业都在寻找与消费者互动的新方式。凭借其庞大的消费者基础和多元化的市场，该国的营销行业将在未来几年继续发展并吸引全球关注。

Whether you are planning an online campaign, a great event, or to improve your presence on social medias, don't wait any longer! Contact us at [e-mail] and  let us guide you into the Chinese marketing world.

无论你是在计划一场在线活动、一场盛大的活动，还是为了提高你在社交媒体上的影响力，都不要再等了！联系我们，让我们为你介绍中国市场营销的世界。

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