Brand Awareness in China
Task number one for brands entering China is to make people aware that their brand exists. To accomplish this, brand awareness campaigns can help. Brand awareness campaigns usually target a wider group of people and aim to educate the audience with entertaining and/or emotional content.
It is important to remember that:
- In China, people make the majority of their purchasing decisions based on reviews of the product, be it from average customers or KOLs.
- The importance of an E-Reputation cannot be underestimated. Chinese consumers are very skeptical when it comes to new brands.
Just like in the West, the Chinese Social media landscape offers a vast variety of choice when it comes to niche products or services.
Choosing where to be in this landscape will depend on the goal of the brand. China offers opportunities for every industry and niche, as it is one of the most developed digital markets in the world.
Should a new brand market itself on giants like WeChat or Weibo, or should it focus more on niche platforms? It is recommended to do both. In order to create brand awareness, brands should be present on as many platforms as possible.