lundi 28 septembre 2015

Social Media Top 10 mistakes in China

Zombie Hunting It is tempting to assess the quality of a with a quick look at the number of followers. Of course, a Middle School student with six disciples not going to provide a lot of media influence. But a business account with about one million followers might actually do not have much to offer either. This is due to what is called

Zombie fans in China on Weibo

We do not deal with hordes of undead shuffling their way through Weibo, but is not too far from the truth. Many Weibo accounts are just dead: they were set up only to add to the number of another disciple, then immediately dropped. Or worse, they are managed by an automated software "bot". All this is easy to do when labor is cheap and email accounts are free. "We had a customer request we get 150,000 followers within three months simply because their competitor these, even though they are fully aware that most of them are zombie followers. Educate customers to subject is difficult, and loss of valuable time. social media manager told us. The implications are clear. Try to engage with an audience of blind and dead accounts software does nothing except wasting your marketing budget.

Do not be impressed by the volume of the disciples a Weibo account, as the numbers are often astronomical.
Quantity is only half of the equation of social media  reach. The other part is a commitment, and it is the commitment that makes social media so powerful. Your campaign should have to answer users, re-tweeting and commenting on your social media content. This is much more important than the raw number of users that might be to see your messages.

 Quantity without quality 

2. Continue That said, it is also possible to go the other way, and focus too much on the commitment without getting enough reach. It is not very difficult to get a small group of devoted followers who answered, re-tweeting and commenting on your content. At first it can feel like a great success. You seem to have overcome the language barrier, cultural differences and followers of zombies, and now have a group of real people engaging with your content. source 

conversion rate in China

Even with a conversion rate of 100 percent on their part, if you're not going to make many sales. Go to the extreme of quality over quantity is just as expensive as making the opposite mistake. What is really needed is a reasonable combination of both; it is preferable to convert 60 percent of 2,000 users 100 percent of 1000 users. Another point to remember is that the quality and quantity are in any case at opposite ends of the same spectrum.

They are two distinct scales very directly affect the other. This is particularly evident in one of the most powerful social media functionality: its viral potential. If you can get the right people in the right amount to engage with your campaign, they will actually be part of the marketing effort by spreading the word to their disciples. This snowball effect is what you are trying to achieve, but it can not occur with good snow and enough of it. 3. It is not control Just like a snowball gathering momentum can often out of your control, your presence on Chinese social media can do the same.

source Chinitech

Very positive

This can be very positive or very negative, but always remember that once the ball rolling, it is almost impossible to control. Attempts to control all of your presence in social media almost always fail - all you can do is make nudge otherwise considered to set rolling in the right direction, and that users do the rest. If you get this right and leave the users with a good impression, they may well go for your promotion for you in the most powerful way: by word of mouth from trusted friends. You do not want to work against you or your brand.

The hard way last year, when he went in a situation of social media with completely the wrong attitude. Philip Qian, a Chinese blogger leading, began to complain of his fridge on Weibo Siemens in September. These isolated posts have quickly gained the attention of other customers with similar problems have added their voice. The snowball began to roll. At that time, Siemens had a precious window of opportunity to intervene and roll in a direction that would not be to their advantage. Instead, they tried to ignore and deny the problem, which proved to be a costly mistake. Dissatisfied customers have now acquired several other members, two of the most prominent personalities of social media Chinese:

They worked on a simple plan to punish for their lack of a satisfactory response, and willing to take their defective devices to the company's offices in Beijing and crush with a hammer violently. The fatal blow came when Chinese social media superstar Han Han joined in having its own Siemens refrigerator shipped to Beijing to participate in the carnage. It was now a compelling story for traditional and social media, and obtained a solid cover.

Social Media users in China

When you hear figures like "four hundred million social media users in China," the natural inclination is to rush and try to catch as many of these potential customers as possible. It may seem like customers grow on trees in the field of Chinese social media, but not all the fruit is good to eat. User Databases to differ by platform, and as every marketer knows, successful marketing is all about targeting. Then a Weibo element is essential for every country (three hundred and fifty million users and counting), it is the choice of secondary platforms that can really make social media marketing work in China.

The successful use of Chinese social media that will require in-depth research and planning, but let's take a look at the demographics for major Chinese social media platforms.   often described as a Facebook clone, attracts mostly university students. In fact, it started with the name Xiao Nei - "on campus" - and argues that the focus under its new name. Wechat is the entrance to Tencent in the market of social media, and enables users to share personal content, such as newspapers and photos with users in their network . Inevitably, this feature is most popular with young teenagers, and also dominates the rural market because of the ubiquitous cross-promotion with Tencent QQ chat software.

social media platforms in China

As you can see, various social media platforms in China can be divided into broad demographics  a glance, and receive more complex from there. "Brands need to understand how each tool plays a role in consumers' lives and how they can play a role and to adapt their brand idea to the experience, rather than tweaking the idea of ​​working across seamlessly. Sina Weibo is an excellent tool for traders and is often the obvious choice. However, there are many examples of other platforms where brands can reach different types of people and sometimes engage in a much deeper level. For example, if your target audience lives in Tier 3 cities, Tencent Weibo can be a better fit than Sina Weibo explain Sina director of planning of the engagement in China

Siemens in China

With refrigerators, the Siemens brand has taken a real beating. If their early intervention was to seek a compromise and find solutions for their dissatisfied customers, they would have drawn attention to the quality of their customer relationships. Instead they let the snowball hit social media reputation. 4. Failing target by the platform 5. It is not Twitter or Facebook Media organizations in China and elsewhere like Weibo and RenRen to explain to a stroke describing them as merely "equivalent Twitter" and "Facebook-equivalent" or the "Twitter-clone" most outrageous and "Facebook- clone ". These explanations are unnecessary and do little to capture what these social media platforms are like and how their users interact with them.

Wechat Weibo, RenRen 

And the rest may have been inspired by the success of Twitter and Facebook, but they were designed from scratch with different business purposes and bases of different users in mind. There are also language issues to consider. A well-known example is the 140 characters in Chinese is more a miniature thumbnail item that message because it is in English. This seemingly insignificant difference makes a huge difference to the type of content you produce and how users are engaging with it. The functionality of Chinese social media platforms is also very different. Weibo described as "essentially a combination of Twitter and Facebook," because it combines the functionality of two platforms. Unlike Twitter, Weibo also allows users to comment and respond online to other users' messages. These responses appear directly with the original content, making them a much more important part of the platform. As mentioned above, this narrow focus on user interaction can work for or against the companies. If you manage well your Chinese social media campaign, you can reap the praise of customers real benefits appear with your content. Mishandles, however, and you'll end up with dissatisfied voices mottling your campaign.

Never not buy into bloggers The old adage "money makes the dance of the devil." Most developers think they can buy their way into popular bloggers online, particularly in China where it is assumed that "money works in all.

" While using popular bloggers is a great way to promote your company and brand, you have to know the right way to communicate with Chinese bloggers. "Do not assume that it is just money, it is about establishing a good relationship.

rather than pay for the desktop. Establish relations between influencers and brands through direct contact and aim to bonding them to the brand for a long term relationship rather than a single position. From our experience, this generates more personal and impactful references that bring clear benefits to the brand. identify people who have an interest and a passion for the brand and then get the exchange of value in use, which increases engagement and cements the relationship. "Tobias Eisenmann Red Ant mentioned. If you want to establish a long term and rewarding relationship with bloggers, make a little effort instead of trying to bribe your way in everything. 7. Do not copy [Copy of competition] () is also a common mistake in China. The best results come from new ideas and new tactics ** ** says Philip therefore do something because others are doing, it brings you to a point, but you will miss originality and your followers will realize that in the long term. "Lack of creativity is also one of the major problems in Chinese social media. There is a tendency to go for the easiest way here. It starts with little things like copying Weibo messages. Too often, the content and the content of competitors are imitated meaning and value to users following a brand new account becomes less and less. "Tobias Eisenmann Red Ant said

dimanche 27 septembre 2015

Top Marketing news in China in 10 tweets

Top Marketing news in China in 10 tweets

Let check what we have found for you.

samedi 5 septembre 2015

e-Commerce in China is a way of Life

As founder Jack Ma of Alibaba has rightly stressed, "in other countries, e-commerce is a way of shopping while in China it is a true way of life." Indeed, the speed with which the Chinese e-commerce has developed was a surprise for many people.

Rapid change of e-Commerce pratices 

Today is an extremely profitable segment. Last year, the growth of the latter was 31.4% reaching 13.4 trillion RMB in revenue in 2014 and the outlook for the coming years are excellent. An evolution of the e-commerce sector boosted by the number of Internet users.

e-commerce in China 

There are just over 10 years yet, nobody would have bet on the fact that China would become the largest e-commerce market in the world. In 2000, China had only 2.1 million Internet users and payments and delivery systems that greatly facilitate e-commerce were almost nonexistent.

Today, there are over 649 million Internet users in China and the penetration rate is only 46%, thus leaving a good margin of progression. Thus, all people connected to the internet either through their mobile or computer are consumers likely to buy their products via e-commerce. At present, it is the middle class that is most accustomed and which spends the most on these platforms. This allows them to have access to products not available in stores and receive a same day delivery of their order if they live in large cities.
If companies can offer such a service is that they have invested huge sums to implement highly developed logistics systems. For example,, has spent hundreds of millions to build a delivery system worthy of the name and now has 48,000 employees, 140 stores and 3,500 points of delivery and pickup across China.

Translation from

vendredi 4 septembre 2015

Alibaba bets on Wine Business

The new tie-up with Alibaba UN major American wine maker coat is symbolic and represents boom UN IN e-commerce market for Imported Products WHILE What's new purchase plan D shares of NetEase Is unlikely to Provide Support For many sagging store. Premier CAS Alibaba e-commerce a chef launched a new online wine shop with the American giant Robert Mondavi, IN part of a movement, let more Chinese consumers buying imported goods online. The Movement giant online game players NetEase Seems a little more classic, with son announces the UN plan Vasant Redeem UP Ë $ 500 million of his shares. source

Alibaba and NetEase 

Alibaba and NetEase are Certainly not only to watch the machine Their actions amid sell-off UN and large Chinese Listed Shares To US Over The Last 2 months. Alibaba Shares Have lost near The Half Their Value SINCE Their historical More Top Reached last November, and now trade Pour about 5 percent below their price of adoption there is not. NetEase shares not Have lost a quarter of their value SINCE the beginning of August, in a dip coinciding WITH Own Scholars tumbling markets of China.

Internet giant Alibaba Group Holding is betting that a country known for sipping black tea will develop a taste for Napa Valley red.

The e-commerce company will offer Robert Mondavi Cabernet Sauvignon, Pinot Noir and other varieties to its 367 million Chinese customers through its online store Tmall, announced a partnership Tuesday with owner Mondavi Constellation Brands.

Alibaba Chairman Jack Ma Yun fights slowing sales growth and a Chinese economy in difficulty in importing popular brands such as Converse trainers and Levi jeans.

Tmall Vineyard Direct

The agreement with Constellation Brands marks the beginning of "Tmall Vineyard Direct", scheduled to present cellars worldwide. Alibaba executives last week visited the Mondavi winery in Napa Valley, California, north of San Francisco and are looking for additional partners.
Alibaba and NetEase
The agreement gives one of the major brands of America's first wine investment plan in one of the most dynamic markets in the wine world, where American wines were overshadowed by exports from France, Australia and Chile. Demand among Chinese consumers is faster than domestic production, creating an unprecedented opportunity for international labels, according to a study by April Wine Economics Research Centre at the University of Adelaide in Australia . Wine consumption in China reached 15.8 million hectoliters last year, an increase of 45 percent compared to 2000. The country has also more than doubled its planting of vines, as International Organisation of Vine and some wine. The labels of the wines of France were No. 1 imported by China last year, accounting for 34 percent in volume, while the sixth US has less than 5 percent, according to Chinese customs data. The value of exports of US wines to China fell 7.7 percent last year to $ 71 million.


The Mondavi deal on Tmall, online the largest store in China, will send the wine labels, such as Twin Oaks and Woodbridge - at a price of US $ 15 to US $ 20 a bottle - to China that its consumers look middle-shelf options due to the economic slowdown. Historically, the US has not had "a lot of wine exports," said Tyler Colman, author of the popular blog Dr. Vino wine. "It was mostly for the prestige of our wines are saying to this restaurant in London or Copenhagen or Tokyo." The Alibaba agreement opens a new frontier for Constellation Brands, based in New York, which generated 89 percent of its US $ 6 billion in sales of beer, wine and spirits in the United States in the year to February. source Zhongguowine

Chinese tourists everywhere ! 

Chinese tourists have become more important in the Napa Valley and now account for about one third of the 200,000 visitors to the Mondavi winery each year, said Philip Kingston, head of international sales Constellation. In 2013, the winery began offering tours in Mandarin and Cantonese, hoping tourists get a taste for wines from the Napa Valley.

Alibaba other investment 

Robert Mondavi has become an iconic brand since its founder created the vineyards of Napa Valley nearly 60 years ago. On Tmall, it will compete with wines from France, Australia and Chili.

jeudi 3 septembre 2015

Tips for Wechat from Agency

China is very Particular by compared to Western standard ; social networks are only one channel among Other non Who the marketer Must Understand Completely In A Digital Marketing Strategy pour augmenter The number of Chinese customers pay any travel brand Data. The vast majority of Chinese tourists are tech-savvy above average, with high Employees who use technology and information obtained online before taking a decision.
Digital and social media adoption in China is very Done Different from That of the West. Here are  few reasons:

Social Media in China 

China Is The Country With More Internet users, 634 million (Internet penetration rate of 45%, 50% of the world's Internet users); Chinese Pass 25 hours online per week, and more and more connected via their mobile device; 70% Are Made reservations online.

1. The quality of your content is primordial 

Users would often look at the number of fans who follow the account of your Weibo brand before deciding to follow. On WeChat, because users are not able to see the number of followers you have, they make the judgment call based on the name of your brand and content you have published so far.
"Even after a user has followed your brand on WeChat if one or two of your recent messages are not interesting, they will stop following you. It Manes you need to be your game," said Ko.
There is also no limit on message length, which means that you can post the same tests 800-1000 words, and also the audiovisual content up to a minute long, adds Tan. While long messages are not necessarily a bad thing, the key is to keep the person user.

2 Marketing on  WeChat

The rules governing what you can post how you can publish content and accounts parameters may change from time and time and it is important to stay on top of these changes, says Thomas.

For example, in the past, each service account could establish one post per month, but now one post per week is allowed.
v Another example is the number of friends a personal account user might have - before, there was no limit, but now the maximum number of friends you can have is limited to 5,000. After your buddy list has exceeded 5,000, messages are only displayed to chance some of your friends.

3. Make the most of audiovisual messages

Audiovisual content are one of WeChat posts formats, so why not enjoy it?
Ko said, "Videos sound expensive to the customer, who imagine you need a type CVT of the budget."
"Not only advertising and media companies agencies must use videos - all communicators, including marketing agencies and public relations should be using video."
But traders worry that the video quality will not be good, Tan said.
Ko argues that if the story is good, it does not matter if the video is no TVC quality.

4. Beware of content that could be construed as political !

There are many political messages on Weibo. Ko said some marketers may be tempted to make political jokes to get a job to go viral, or accidentally publish content that could be construed as political.
"WeChat probably decided to limit the number of friends users might have personal accounts because he did not make the same mistakes that Weibo. Marketers need to plan the content to make sure it can not be misunderstood" , he said.

5. Mixing actions across multiple online channels in China

Do not be afraid to mix channels in the digital world, said Ran Ran
In 2010, the brand of shampoo for Old Spice men made a campaign in which he asked users to tweet questions, which were answered by a model in a studio on the live video. The answers were written in real time by actors in the studio.

One funny things ...