Malaysia Hotline: +603- 2141 8908
Yangtze
River Delta China Marketing and Branding Strategies play an important role in
business success. The rapid growth of China’s domestic economy is creating new
opportunities for foreign investors across different industry sectors. Whether
targeting consumer (B2C) or business-to-business (B2B) markets, it is essential
to spend time developing a marketing and branding strategy best suited to the local
environment.
Market Research
It is
crucially important to carry out thorough market research before investing
significant time and resources to entering the China market. General
information concerning China is increasingly easy to find, and a huge amount of
market information can be accessed through desk research. Local statistical
bureaus, government websites, local industry associations, third party sector
reports and reports by consultancies and research agencies are also useful
sources for reports and economic data.
Marketing Communications
As in
any market, it is crucial that the customer is central when devising your China
marketing communications strategy. Whether targeting local Chinese customers or
businesses, it is important to ensure that marketing messages are translated
into Chinese and communicated through Chinese language channels. It is worth
investing time in having marketing materials such as flyers, product brochures,
technical data sheets etc. translated into Chinese. Companies operating in B2B
markets also need to try and communicate their experience to customers and
partners. It is important to prepare comprehensive case studies, reference
projects and client testimonials to build confidence with potential customers
in China. Many new-to-market companies will be reliant on local
distributors/agents to drive sales, so it is often important to provide them
with as much marketing literature as possible to help motivate them and drive
sales.
Brand Naming
Names
are imbued with deep significance in China and the importance of your Chinese
brand name cannot be understated. The product name is the first thing potential
customers see and, if carefully chosen, it helps cultivate the image you want
associated with your product. A direct, phonetic translation of your company
name into Chinese may sound clumsy and the meaning will not relate to the
product, so many foreign companies consult specialists to help choose a new
Chinese name that has positive metaphorical connotations, thereby creating an
emotional connection with the customer. It is also worth considering how the
chosen brand name translates when spoken in each of China’s seven main regional
dialect groups.
Brand Localization
Many
foreign companies have failed in China by assuming that products and services
will automatically have the same appeal in China as in their home market. It is
critically important, particularly in consumer markets, that companies take
time to fully understand the needs and preferences of local Chinese customers,
which are often informed by China’s unique cultural heritage. Although not
relevant for all products, it may be important to explore whether the product
or brand could be localized to resonate better with a Chinese audience. This
could range from using local Chinese flavors in a food product to adapting the
colors and images used in a specific marketing campaign.
Contact
us
If
you have further queries, please contact Tannet
24
hours Malaysia hotline：603-21418908;
24
hours Hong Kong hotline：852-27837818;
24
hours Hong Kong hotline：86-755-
36990589;
Email:
mytannet@gmail.com
TANNET GROUP : http://www.tannet-group.net, http://en.tannet.com.my