Just like that, another year is almost over. Digital marketing in China is flourishing and it’s been an exciting journey making sense of all that has changed over the past 12 months. With its sophisticated shoppers, the rapid rate of innovation and integration of social media, China’s online ecosystem offers a glance into the future of all things digital. A few key characteristics of consumers, brands and shopping platforms clearly shows how the country’s digital landscape has a ton of room for growth. It can be difficult to keep up with all of the latest industry trends especially during the holiday season, so to make your life just a little easier, we’ve put together a handy recap so you can stay up-to-date for the New Year.
The launch of WeChat Work
WeChat Work can be fully integrated with a WeChat official account and effectively establish the connection between businesses and clients while offering advanced features. 87.7% of WeChat users use the app for daily work communication.
WeChat Mini Programs
Tencent is setting the trend for the post-app age. It now has over 1 million programs, which nearly doubled from 580,000 earlier this year.
Short Videos Are Here to Stay
China’s short-video platforms are gaining momentum globally as leading domestic firms expand their apps overseas. Over 600 million Chinese consumers actively use short video apps and over 70% of users are between the ages of 18-35.
Social CRM to Recognize
Drip – Great for accounts focused on content
Youzan – Great for businesses that sell products
Weimob – Enterprise solution focused on functions
Parllay – Emphasizes big data & trends
The Rural and Unconnected
Internet Time Is Growing Rapidly
Growth drivers include video-on-demand, live streaming, social networks, and online shopping.
Average daily time spent using the internet – 6.5 hours
Average daily time spent using social media – 2 hours
The Omnichannel Blur
The Influencer Industry
Growth of AI
Baidu is focusing on autonomous driving
Alibaba is focusing on AL solutions to improve urban life
Tencent is focusing on computer vision for medical diagnosis
With all the digital marketing capabilities of this year, the chances are high that you need to take advantage of multiple channels to connect with your audience. If you want to keep your current customers happy and bring in new ones, these are some of the trends that you might want to keep in mind when it comes to marketing in China. Having a deep understanding of the industry and a little experimentation can give you the necessary edge to make sure that your business stays on top of the competition.
So, get ready for 2019 because it’s going to be a big year for marketers!
Happy New Year from all of us at Sekkei Studio!