China Marketing Services

Transcription

1 China Marketing Services Whether your brand is new to China or a Household name, ensuring you have the right partner for your strategy, marketing and logistics is essential. Your Ideal Chinese Marketing Partner Unfortunately, what works for many brands in other regions will not always work in China. China is different. It s challenging, frustrating, full of opportunities and potentially costly mistakes. Trying to find the right mix in a partner to ensure they understand the needs of an International brand and yet have clear expertise in the China market can be difficult. China Search International was established in 2010, with offices in Singapore, San Francisco, London, Sydney and Shanghai. We work with clients to remove the barriers normally associated with entering the Chinese market. With strong backgrounds in Western markets and over 10 years experience in Asia, we are well placed to translate our clients needs into meaningful China market strategies. China Marketing Services Matrix.

2 Strategy In order to safeguard the growth of your brand in China, there are key elements that all companies should have in place. China Market Strategy When a brand enters a challenging new market like China, you want to know that you re working with a solid, well informed strategy. The challenges and opportunities you will face should all be understood in advance and backed up with clear insights from true market experts. Entering the market without a strategy can be a costly mistake and severely damage your brand s reputation in the region. We understand your target audience and have spent the last 15 years helping International brands to thrive in China. From the provision of marketing communication strategies, through to full business plans for the China market. Brand Audit / Competitor Analysis Many brands find, that in China, their competitors are not who they thought they were. The qualities that made their brand unique in Western markets, are often not the same values that need to be emphasised for success in China. Having a clear picture of your brand and how it should be positioned in the Chinese market is an important first step. Understanding the new competitive landscape will help to hone your strategy and messaging for the region. Chinese Name / Brand If you don t create a Chinese name for your brand, the market will create one for you - often with a less flattering or confusing meaning than you desire. Even if an International brand name is well known in China, their Chinese brand will still outperform across all media channels. This is particularly the case on SEM, SEO and social media. Whilst Chanel is an incredibly successful brand in China, it is only typed into Chinese search engines 3,400 times per day. The Chinese version of the Chanel brand 香奈儿 is typed into Chinese search engines more than 20,000 time every day..cn Domain Domain squatting is a big business in China. Local Chinese businesses can register any.cn domain and then wait for the legitimate owner to make them an offer to buy it back. Alternatively your.cn domain may be used by a counterfeit product, ensuring that over time your brand name is associated with cheaply produced, poor quality replicas. This form of domain squatting can steal your Chinese profits, your brand equity and your reputation. CSI in conjunction with one of China s largest and most well respected law firms can arrange to register your brand s.cn domain and hold it in trust. It will be yours to use whenever you re ready and protected from third parties in the Chinese Trademarks Brands cannot afford to enter China without ensuring they own the trademark to their Brand Terms in both English and Chinese. China Search International can assist international brands by providing a free Chinese trademark search. China is a first to file jurisdiction. Trademarks are awarded to those who are first to register them with government authorities. That means that anyone can register your brand in China and be entitled to a large portion of your Chinese sales. Even if you don t yet sell in China, registering your Chinese trademark will save your brand a costly future. There have been numerous cases where goods manufactured in China have been granted trademark registered by a third party, costing the legitimate brand owners millions of dollars.

3 Connect Brands cannot expect to grow in a competitive environment like China without careful attention to their ongoing messaging and promotion. Programmatic Display & Re-targeting Brands at all stages of maturity need to reach out to new members of their target audience. Growing your brand whilst maintaining ROI can be a challenge in China but our display capabilities provide the most comprehensive targeted campaigns in Asia. We offer Programmatic Display and Re-targeting across China s 6 major ad networks (TANX, AdChina, Baidu, BES, AllYes, 万流客 [vamaker.com] and the Chinese language sites of Google AdX). That gives our clients 95% coverage of internet users in China, HK and Taiwan and 90% coverage elsewhere in SE Asia. Search Engine Marketing Whilst the Western world is dominated by Google, the major search Engine in China is Baidu with about 68% of the search market. That s 560 million users. China Search International are Baidu s International Partner. Our role is to work with International brands (and their agencies) to keep them informed on the China market and the opportunities on Baidu. We work with clients all over the world to help them attract Chinese customers. In addition to Baidu we also work with the smaller Chinese search engines like Sogou and 360. Video and Mobile Advertising More than half of all internet sessions in China occur on a mobile device. So having a mobile strategy in place is a must for the region. Similar to the Western world, the Chinese consumption of video is a key part of their online experience. The average Chinese viewer spends 33.9% of their time online watching videos. This amasses to a total of 5.7 billion hours a month. In addition to providing bespoke mobile and video search products, many of our SEM and programmatic marketing products include video and mobile options. Brand Zone and Brand Zone Mini Brand Zone represents the best possible exposure for clients who already have a known brand in China. It s the equivalent of a homepage takeover. Brand Zone clients can own the space above the fold in Baidu search results. The campaign space functions like a mini website and can include logos, videos, QR codes, news results, product promotions, social media links, and app downloads. Full Brand Zone has an average CTR of 60-80% and 100% SOV. Brand Zone Mini is simply a smaller version of full Brand Zone and offers a CTR of 50-70%. That s measurable proof of brand awareness. Managed Services / Tracking / Analytics CSI can provide a fully managed service for your Chinese campaigns including detailed reporting and analytics. Our vast experience with the Chinese media market, along with our team of Native Chinese speakers puts us in an ideal position to manage and monitor your brand s growth in the region. We utilise bespoke software that allows us to track multichannel campaigns with detailed granularity. We don t rely on last click attribution so our clients can truly optimise against their most effective channels. For some products such as Baidu, clients may choose to manage campaigns themselves. In which case we can provide them with free training on how to manage campaigns through the Baidu console for their internal team members or their

4 Communicate The Chinese Social Media Landscape is vast and does not include platforms we are familiar with in other markets such as Facebook, Twitter and Google. The Major Players in Chinese Social Media As many of the players we re familiar with in other markets are actually banned in Mainland China, we have seen the rise of a new set of players. The phenomenal success of these local players is in line with the way the Chinese have embraced mobile as a primary tool for communication and transaction. Whilst there are dozens of social media platforms in China with more than 75 million users, the real market leaders are as follows: Tencent QQ At over 830 million, QQ is the giant amongst the Chinese social platforms. Essentially QQ is an instant messaging chat tool that first hit the market in Functionality wise, it is closest to Skype in that it allows quick free text, voice and video calls. Weibo Weibo is most similar to Twitter although at over 600 million users, it dwarfs its Western counterpart. It has a very strong brand presence and is often used by the Chinese to follow their favourite brands (local and International). In addition to its noted B2C capabilities, Weibo remains the strongest platform for B2B marketing. WeChat Whilst Weibo is public, WeChat is private. So in addition to brands having a presence, it is also used as a Peer to Peer communications tool. It is closest to WhatsApp in functionality. With 468 million users, WeChat is the fastest growing social media platform in the world. Like Facebook, advertisers are attracted to WeChat for its ability to target advertising to individuals based on their interests and demographics. China Search International works with clients to determine which social media channels are most appropriate for their brand. We have the authority to open enterprise and fully verified accounts in mainland China to enable your brand to start communicating with it s target audience as quickly as possible. Fully Managed Social Media Accounts In addition to creation of your initial social media account, CSI works with clients to offer a fully managed social media service. Many brands don t have the in-house expertise or language skills to run a longer term presence on Chinese social media. CSI works closely with your marketing teams to ensure messaging and content are carefully planned to match International campaigns. We can also create and implement bespoke Chinese campaigns and promotions. Full tracking and promotion of all your accounts ensures that your social media campaigns follow ROI as closely as they do brand equity in the region. Social Media Advertising You don t need to have an enterprise account on a Chinese social media platform in order to advertise on it. Like Facebook, most Chinese social media platforms offer powerful targeted advertising tools. Many of our clients experiment with social media advertising prior to committing to a longer term social media presence in China. CSI works with brands to plan, create, implement and track their social media advertising campaigns to ensure a return on investment.

5 Transact From initial sales through to ownership of the end-to-end logistics of your brand in China. We help your brand to focus on transactional growth and loyalty management. T-Mall Store Fronts T-Mall, is China s largest platform for Business-to-Consumer shopping. It has been compared to both Amazon and Ebay although T-Mall is considerably larger than both Western examples. T-Mall is dedicated to official brand stores selling to Greater China. With 307 million active online buyers and more than $14.5 billion USD in annual fulfilled orders, T-Mall is the largest e-commerce platform in China. For businesses without a bricks and mortar presence in China, T-Mall is a great way to start selling direct to Chinese consumers with minimal capital outlay. Chinese Help Desk and Return Address Chinese consumers feel more confident purchasing from vendors who offer a Chinese help desk and local return address. As a culture, the Chinese still place a high value on personal service and their ability to ask questions about their purchase in their local language adds instant credibility to your brand. More importantly some Chinese services such as T-Mall require both a local language help desk and return address in order to trade on their platform. CSI provides help desks for a number of International brands through our partners at China Retail Group. We are able to customise the service for your brand to ensure your customers have a seamless experience. Shipping and Logistics One of the major barriers to entry in the Chinese market is the high cost of shipping goods from overseas. With a global trend towards free or heavily discounted shipping and free return, logistics are an essential part of your strategy as your brand grows. Working in conjunction with our partners at China Retail Logistics, we are able to provide nationwide transport infrastructure and warehousing services to ensuring your China logistics are safe, controlled and cost effective. Chinese Website and E-commerce Platform Chinese consumers don t use the same payment platforms as we are familiar with in other markets. Facilities like AMEX, VISA and Mastercard are yet to penetrate the mainstream Chinese economy. Instead platforms such as Alipay and UnionPay are the dominant players. If your brand is to be successful in China, you must provide a local language website that covers your entire relevant product range. Chinese consumers must be presented with payment options that they are familiar with. Our partners at China Retail Group can help you to drive customer acquisition, ongoing spend and loyalty management. Fully Outsourced Marketing Management Many brands outsource their online presence, including their retail sites to their third party agencies. Unfortunately, due to language barriers and local expertise, very few agencies are able to provide this service in China. China Search International however specialises in providing marketing services for the Chinese market. We provide a single point of contact for all of the services listed in this brochure. We ensure that your brand s messaging, tone of voice and overall strategy is consistent across all marketing channels. Whether your brand is new to the region or already a household name, CSI can provide a customised solution that works in conjunction with your International marketing teams. We make your success in China a seamless and profitable experience.