Personalization is a vital aspect of developing customer loyalty in China. Chinese consumers welcome brands who want to “get to know them better,” but they expect those brands to make it worth their while. A birthday message is nice, but today’s consumer expects more. A well-executed personalization strategy can make the
Commonly, the goal of brand-initiated interactions with Chinese customers is to sell something. However, this behavior runs contrary to social norms, inhibiting deeper relationships with Chinese customers and the formation of communities. Community content aims to establish or increase trust, affinity, and reciprocity, which ultimately greases the wheels of influence.
Customer acquisition is an expensive business for brands all around the world, and the Chinese market is no different, which is why brands need to make customer retention a top priority. Community building is one of the most effective strategies brands can deploy to convert first-time customers into long-term advocates
Brand marketers do not need another acronym; they need a paradigm shift in thinking. Key Opinion Customers (KOC) are often interpreted as Micro or Longtail-KOLs, and thus, many brands are developing strategies around a poor interpretation of a fundamental concept. Every brand has KOC. It's what brands do or don't do to
For countless brands and influencers in China and around the world, any brand communication plans that were in the works prior to the coronavirus outbreak came to a grinding halt. With the economy at a standstill, consumers staying at home, and companies concerned for their employees' safety across their entire supply
Eating is an obsession in China, and that’s reflected in the abundance of food and drink content on Chinese social media platforms—especially Douyin. Brands in the F&B space can capitalize on the popularity of their niche if they approach KOL marketing the right way. Let’s take a look at some
Recently, many WeChat users received invitations to start creating short-videos on WeChat's new Channels feature. We had written an article "WeChat Channels: will the new feature disrupt short-video incumbents" , but since then, one of PARKLU's writers, who is also a WeChat KOL, Grace Tao has been testing the waters.
With the short video industry very much in the limelight, there have been gains for all kinds of content verticals within the various Chinese short-video apps. Everyone is tipping 2020 to be the year of the short-video, but with so many Chinese short-video apps to choose from, how should brands
XiaoHongShu (小红书), which literally translates as “little red book,” has experienced a few twists and turns over the past year and Xiaohongshu marketing has been a hot topic. After the platform was pulled from Chinese app stores in July 2019, the effect was staggering—monthly active users fell from 93 million in June
With China’s beauty market tipped to reach a value of $62 billion next year, 2020 is shaping up to be an enormous year for brands in the sector. Interest in men's skincare and cosmetics is exploding, and the female category continues to perform robustly. With so much potential to explore,