THOUGHT LEADERSHIP

 

How Chinese Companies Advertise on the Streets of China

Aug 18, 2016

On Free Lunch we spend a lot of time looking at foreign brands and their approach to digital marketing and ecommerce in China. This week we are going to serve you something a little different. We are going to take a look at Chinese companies and give you a glimpse into how they reach Chinese consumers on the streets of China.


E-commerce Promotional Events



Ecommerce promotional events (Singles Day, Chinese New Year, August 8th, August 15th, etc.) are becoming a pillar of the Chinese consumer's shopping experience. In order to ensure the success of these promotional events China's ecommerce giants, Tmall, JD and Suning dominate advertising locations around cities, from the elevator in your apartment, to the bus stop across the street, to the TVs along the metro lines that advertise through the windows of the cars, these advertisements are everywhere and impossible to miss.

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O2O Optimization



Traditional advertising on the streets of China is no longer solely focused around sending a message. Advertisements around Chinese cities are O2O optimized, mostly for WeChat. Virtually every advertisement is laced with a QR code ready to be scanned. When consumers scan QR codes on the street it allows them to follow this company's or brand's account on WeChat, and can also provide consumers with unique discounts or incentives based on the QR code offered (brands and companies can generate campaign specific QR codes that can provide consumers with a unique experience for a given campaign). Brands with a CRM optimized WeChat account will also be able to track this information to optimize their approach to O2O campaigns in the future.

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Creative Places



In China, brands are placing advertisement in many unexpected places. Some of these unique advertisements are, Tuniu, an online travel agency's, ad with a famous singer at the gate to a residential community (that can only be seen when the gate is down), WeChat service advertisements on subway handrails that allow consumers to shake for digital coupons, QR codes on the backs of delivery scooters and video ads on vending machines. 


At the end of the day China is still a fierce battle ground for advertisers and standing out is incredibly challenging. When marketing and advertising in China it is important to be targeted, know your audience, understand their priorities and learn how to engage with them on their terms by finding the correct locations to advertise and creating engaging content.


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