Marketing In ChinaA review of Culture, Trends, and Strategies for non-Chinese

Brands.

Table of Contents

China’s Market 3 E-Commerce & M-Commerce 101

Marketing Differences in China 9 Social Media in China 118

Chinese vs. Western Companies 13 Chinese Culture in Marketing 130

How to Target Chinese Companies 24 Targeting Chinese Markets 141

Communication to Chinese Businesses

51 Works Cited 156

Strategies for the Chinese Market 88

E-Commerce & M-CommerceAn overview of E- and M- Commerce in China.

M-Commerce in China:Number of Smartphone Users in China-

2013 2014 2015 2016 2017 2018 20190

100

200

300

400

500

600

700

800

436.1482.7

525.8563.3

599.3640.5

687.7

Millions of People

Compiled from authors at statista.com

M-Commerce in China:Growth Opportunities-

With an estimated 600 million people living in rural China, the E-Commerce giants sees significant growth opportunity for the market

It is estimated the potential market to be 460 billion yuan ($74 billion)

E-Commerce giants have come to view smaller cities as a key to the growth

E-Commerce in China:China’s Online Shopping Market-

Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q120150

100

200

300

400

500

600

700

800

900

1000

521.51 625.06 691.99 950.36 757.41

Total TransactionValue (RMB Billions)43.40% 46.20% 49.90% 48.60% 45.20%

-18.50%

19.90%10.70%

37.30%

-20.30%QoQ Growth Rate (%)

Compiled from authors at chinainternetwatch.com

E-Commerce in China:Market Share of B2C Shopping Platform-

Jingdong23%

VIP.com4%

Suning3%

Gome.com.cn2%

YHD.com1%

Dangdang.com1%

Amazon.cn1%Jumei

1%Yiun.com

0%

Tmall59%

Other6%

Compiled from authors at chinainternetwatch.com

Mistakes to Avoid in E-Commerce in China: Not Adapting to Smartphones-

M-commerce is increasing in China

An increase number of Chinese are using mobiles functions to buy online

Mobile buyers represent $14.59 billion of purchases in the world

Mistakes to Avoid in E-Commerce in China:Not Optimizing Websites for Chinese SEO-

If your website isn’t showing up when people search on a search engine, nobody will buy your products

Make sure your website design is well done, content is relevant, and you have strong key words

Mistakes to Avoid in E-Commerce in China:Optimizing Websites for Chinese SEO-

Optimize websites for Chinese search engines like Baidu not Google

Meta keywords and tags are emphasized slightly more while the quality of links take on less weight

Baidu only indexes simple Chinese characters- A

Chinese version of your site is needed to market in

China

All text needs to be in simple characters- not in any regional dialect or

pinyin

Compiled from authors at voicebunny.com

Mistakes to Avoid in E-Commerce in China:Poor Product Page Design-

The product pages are the most important part for Chinese ecommerce websites

It’s important to explain why your product is better and not competitor’s

Avoid copying and pasting the product’s description without detailed information

Contact Us for the Full Presentation:

Mediacontact USA Inc.13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112E: contact@mcusa.co

www.mediacontactusa.com

Works Cited

"10 Growing Trends for the Chinese Consumer." CNBC. N.p., 28 July 2011. Web. 28 Jan. 2016. <http://www.cnbc.com/2011/07/28/10-Growing-Trends-for-the-Chinese-Consumer.html?slide=11>.

Cecilia. "China Online Shopping Accounted for over 10% of Total Retail in Q1 2015." China Internet Watch. Incitez Pte. Ltd., 17 June 2015. Web. 28 Jan. 2016. <http://www.chinainternetwatch.com/13444/online-shopping-q1-2015/>.

"Chinese Lucky Numbers And Unlucky Numbers." China Travel. China Highlights International Travel Service Co., Ltd, 14 Oct. 2015. Web. 28 Jan. 2016. <http://www.chinatravel.com/facts/chinese-lucky-numbers.htm>.

"Chinese Meaning of Numbers." Www.whats-your-sign.com. N.p., n.d. Web. 28 Jan. 2016. <http://www.whats-your-sign.com/chinese-meaning-of-numbers.html>.

Gao, Kane. "Avoiding Insult and Injury when Using Color in China." Illuminant. Illuminant (HK) Limited, 17 Jan. 2011. Web. 28 Jan. 2016. <http://www.illuminantpartners.com/2011/01/17/color/>.

Harrison, Matthew, and Mark Hedley. "Marketing and Selling to Chinese Businesses." B2B International. N.p., n.d. Web. 28 Jan. 2016. <https://www.b2binternational.com/publications/chinese-marketing-selling/>.

Jacob. "Color Symbolism in Chinese Culture: What Do Traditional Chinese Colors Mean?"Color-Meanings.com. N.p., n.d. Web. 28 Jan. 2016. <http://www.color-meanings.com/color-symbolism-in-chinese-culture-what-do-traditional-chinese-colors-mean/>.

Kemp, Simon. "Marketing in China: a Five-step Guide | Media Network | The Guardian." The Guardian. N.p., 6 Oct. 2015. Web. 28 Jan. 2016. <http://www.theguardian.com/media-network/2015/oct/06/marketing-china-social-media-consumers>.

Li, Xunshu. "Find Your Target Customer in China." Freshtrax. Btrax, n.d. Web. 28 Jan. 2016. <http://blog.btrax.com/en/2015/08/03/find-your-target-customer-in-china/>.

Magni, Max, and Yuval Atsmon. "The Power of Word-of-Mouth in China." Harvard Business Review. Harvard Business Publishing, 30 Apr. 2010. Web. 28 Jan. 2016. <https://hbr.org/2010/04/the-power-of-word-of-mouth-in/>.

Olivier. "5 Best Social Media Marketing Strategies for Brands in China." Marketing China. N.p., 5 Oct. 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/5-best-social-media-marketing-strategies-for-brands-in-china/>.

Olivier. "5 Business Tips for Search Engine Marketing in China." Marketing China. Gentlemen Marketing Agency, 17 Sept. 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/5-business-tips-for-search-engine-marketing-in-china/>.

Works Cited

Olivier. "Five Ways Social Media is Different in China." Marketing China. Gentlemen Marketing Agency, 14 Sept. 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/five-ways-social-media-is-different-in-china/>.

Olivier. "Storytelling is Your Best Marketing Option in China." Marketing China. Gentlemen Marketing Agency, 22 July 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/storytelling-is-your-best-marketing-option-in-china/>.

On Marketing. "The Biggest Mistakes Most U.S. Marketers Make In China--And How Some Are Learning From Them." Forbes CMO Network. N.p., 4 Mar. 2013. Web. 28 Jan. 2016. <http://www.forbes.com/sites/onmarketing/2013/03/04/the-biggest-mistakes-most-u-s-marketers-make-in-china-and-how-some-are-learning-from-them/#4b8a6c8d4805>.

Philip. "10 Mistakes to Avoid in E-Commerce in China." Marketing China. Gentlemen Marketing Agency, 22 Nov. 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/10-mistakes-to-avoid-in-e-commerce-in-china/>.

Philip. "Social Media in China : 7 Main Differences with Western Countries." Marketing China. Gentlemen Marketing Agency, 19 Oct. 2015. Web. 28 Jan. 2016. <http://marketingtochina.com/social-media-in-china-7-main-differences-with-western-countries/>.

PYMNTS. "China’s M-Commerce Spending Sees Boost In 2015." PYMNTS.com. 1st in Media, LCC, 31 July 2015. Web. 28 Jan. 2016. <http://www.pymnts.com/news/2015/chinas-m-commerce-spending-sees-boost-in-2015/>.

Qiu, Yujun. "Understanding Chinese Consumers." China Business Review. US-China Business Council, 1 July 2011. Web. 28 Jan. 2016. <http://www.chinabusinessreview.com/understanding-chinese-consumers/>.

Sorin, Kay. "Brands Entering Chinese Market Must Appeal to Unique Preferences - Research."Luxury Daily. N.p., 8 June 2015. Web. 28 Jan. 2016. <http://www.luxurydaily.com/brands-entering-chinese-market-must-appeal-to-unique-preferences/>.

Waring, Joseph. "China’s M-commerce to Account for Half of Online Sales Next Year." Mobile World Live. GSM Association, 7 Aug. 2015. Web. 28 Jan. 2016. <http://www.mobileworldlive.com/asia/asia-news/mobile-to-account-for-more-than-half-of-chinas-online-sales-next-year/>.

Warren-Gash, Christopher. "Want To Capitalize On China? You Better Have Good Guanxi."Forbes Entrepreneurs. N.p., 8 Feb. 2015. Web. 28 Jan. 2016. <http://www.forbes.com/sites/languatica/2012/03/15/want-to-capitalize-on-china-you-better-have-good-guanxi/#2715e4857a0b2a147093af4b>.

Wu, Annie. "China Public Holidays, Calendars of China Holidays and Festivals in 2015, 2016."China Highlights. N.p., 22 Jan. 2016. Web. 28 Jan. 2016. <http://www.chinahighlights.com/festivals/china-public-holiday.htm>.