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China Marketing Strategies

Updated:2018-1-3 15:12:28    Source:www.tannet-group.comViews:1047

Marketing Strategy is an organization's strategy that combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing strategy is the foundation of a marketing plan.

Market Research
It is crucially important to carry out thorough market research before investing significant time and resources to entering 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.

Digital Marketing
With over half a billion Chinese citizens now online, digital communications are an increasingly important element of the marketing mix. As well a setting-up a local Chinese language website, it is also worth considering establishing a presence on Chinese language social networking sites such as Weibo. Advertising on relevant industry websites and online promotional videos are other useful tools by which foreign investors can increase their brand visibility with limited investment.

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