When it comes to dual localization, brand name translation, especially into languages such as Chinese, Japanese, and Arabic, can be very sensitive, and despite the fact the end result may only consist of one or two words or characters, the amount of time, research, and effort involved to arrive at this point can be enormous. This is especially the case in China, where one character may have several meanings, and these meanings may morph into something completely different when paired with another character.
Advertising law in China has taken a new turn, and is now going after the official WeChat accounts of companies and artists. More and more companies, both local and foreign owned, are being handed penalties for using terms such as “the best”, “one hundred percent”, “first”, “most advanced”, and “lowest price” on their social media accounts. To discuss social media marketing law and WeChat account “safety” in more detail, we met with two Shanghai officials.
Kate CHERNAVINAIs your Official WeChat Account content in breach of Chinese Advertising Law?
The blurred lines between work, play, socializing and doing business have brought significant changes to the daily lives of Westerners. However these changes have been even more starkly felt among China’s digitally connected demographic. For the first time in history, Chinese language users now outnumber English language users online and China is now the biggest smartphone market in the world. Chinese consumers are the most digital in the world and the impact this has had on traditional marketing methods has been immense. HI-COM took a look at how KOLs are leading the charge on China’s rapidly evolving world of social commerce.
Kate CHERNAVINA3 Chinese KOLs in Beauty, Sport, Travel and Adventure In 2018
When a brand sees the vast opportunities to go global with their product, it is an exciting step. Often however, it is a step into the unknown and comes with considerable risk. But as they saying goes, no risk, no reward. Today, HI-COM has a chat with one successful Australian entrepreneur, Catherine Cervasio, who saw the opportunity in China to market her luxury organic babycare products, Aromababy. We hear about her story, what she’s learned and advice she would give others. It is one Australian brand Success KOL Story in China that makes us wow!
Kate CHERNAVINAAromababy: Australian brand that knows how to use Chinese KOL!
They work with the biggest brands, they have millions of followers, they can make product lines sell out within seconds… and most of them are in their 20s! Key Opinion Leaders or ‘KOLs’ are taking over China’s social media marketing and creating a new form of “opinion marketing”. Today we take a look at five portfolios of most influential Chinese KOL, Chinese fashion bloggers, each working in different fields, and ask what makes them so special? What makes their opinion so valuable, what do they have in common and how did they achieve such success at such a young age?
Kate CHERNAVINATOP Chinese KOL in Fashion, Food and Travel