Have you heard about “Red”(xiao hong shu)?
The app already has 150 million registered users, with at least 30 million active monthly users, posting photos and short video reviews. This is not your common e-commerce platform; this app has an efficient social recommendation engine that leads to customer reviews. It’s the power of word-of-mouth in social media. The more people talk about your product, the more exposure you get from the app. The engagement there is fascinating! In this app users are really looking for detailed information. There are no shallow comments, they share their experiences, they ask questions, and express their opinions and talk to each other. The magic here is the power of influencing others because users enter a journey to find things to purchase. This means there’s a great opportunity for business that is promoted organically by its customers.
ZHIHU
One of the most useful marketing techniques is showing how your product can help peoples’ lives and answer their needs. That’s one of the reasons Zhihu is such a popular app in China. What really stands out about this app is that they use artificial intelligence programs to identify random, useless or even offensive comments, leaving only high-quality answers. For that reason, Zhihu has become a trusted platform for well-educated and well-paid adult audience, 78.2% of them are over 25 years old, according to an iResearch Report. The database of over 1,000 million answers has 160 million people registered and 26 million active daily users. Users are after professional knowledge and authenticity, that’s how companies have used the tool to create brand value and influence. It’s a great opportunity for brands to build trust and promote their brand with useful evergreen content.
DOUYIN(Tik Tok China)
If you’ve seen the Snapchat trend take over, you won’t be surprised to hear about Douyin, or Tik Tok (the international name for the platform). Users can create and share fun music videos, and of course, influence. When your target is the generation Z segment, under 24, this is where your brand needs to be. The platform has around 153 million monthly users, and in 2018 was the 6th most downloaded app in the world, according to Jiguang data. 43% of Douyin users live in metropolitan areas of China, which means an upscale audience with high-spending power. Many Chinese influencers have contact with the app for promotional content, which is an opportunity to reach your market through key opinion leaders with millions of followers. Campaigns can be also be run from your account, just by creating fun engaging content that stimulates users to participate and share, like hashtag challenges, inviting them for a challenge in the stores or restaurants can convert fans into customers.
BILIBILI
When you are marketing to the Chinese generation Z you have to adapt your marketing technique to their lifestyle. Bilibili has been one of the favourite apps for that generation in the past 10 years. The online video app is famous for combining cartoons, anime, and games but it has extended its popularity to videos with a bullet screen that publishes viewer comments in real time. The app is a great marketing tool to create informal campaigns and for competitions to go viral! It’s important to note that generation Z spends over 3.5 hours on their mobiles every day, according to Millward Brown’s AdReaction Video study. Taking that into account, Bilibili becomes an opportunity to expose your brand in an entertaining way, and the more entertaining you make it the more engagement your brand will have.
MAFENGWO
With Chinese tourists being the biggest spenders in the world, you know you are lucky if your business is on their itinerary. That’s where MaFengWo comes in with an organic way to promote your brand to over 100 million users. The platform is basically a travel blog to record moments of their travels for them to reminisce about later, and for everyone to see too. Users create their own travel guides that other people can download too. Brands can use this opportunity to promote themselves by offering travel guides, Q&A for more engagement, and encouraging user reviews. Business can also take advantage of travel influencers that recommend their destination or product on their personal itinerary.
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