Alibaba is one of the biggest eCommerce companies in the world, owning eCommerce sites such as Tmall and Taobao, with millions of users every day. This week, on the 13th of September, Alibaba held its summer event in Germany to give the latest insights into digital marketing and eCommerce in China.
NBH always wants to stay ahead when it comes to digital marketing in China and NBH had the chance to attend the event.
During the event, Alibaba gave insights into:
New trends within consuming and digital marketing
… And much more!
Alibaba gave up-to-date insight and knowledge of new trends within live shopping, metaverse and so much more! The tech industry is really moving fast and the creativity and possibilities have no limit.
Also, we had the chance to meet interesting people, network, and exchange knowledge about business in China!
“Thank you to Alibaba Group, Tmall Global, and especially to the Tmall Global BD team! Also, big shoutout to April Zhong that held a great speech about the advantages for global brands on Tmall” said, Max Twisselman, Business Developer at NBH.”
The Moon festival is taking place this weekend September 10th. The Moon festival, mostly known as the Mid-Autumn festival and Mooncake festival, is one of the biggest holidays in China!
With this said, if you are a marketer operating in China, this festival is also important for you!
Mid-Autumn Festival is well known for its Mooncakes. During the festival, people buy mooncakes as gifts to family, colleagues, partners, clients, and friends. This is something that brands have picked up over the years. Brands take the chance to market the finest and most creative gift boxes with innovative mooncakes flavors!
In this insight, NBH will give you a brief introduction to the Mid-Autumn Festival. Why -and how is it celebrated, and most importantly, how do brands market their Mooncakes 2022?
Here is a sneak peek of our Mooncake gift box 2022, find more info below.
The celebration of Mid-Autumn Festival
The festival has a history of over 3000 years and has therefore many meanings and mythic stories. It is celebrated on the 15th of the 8th lunar month after the Chinese lunar calendar. The festival’s custom is to worship the moon and thank it for the harvest.
Today, the holiday is known for gatherings with family, having dinner, welcoming the autumn, and eating mooncakes!
This year the festival falls on the 10th of September and is celebrated until the 12th of September.
How does brands “celebrate” the Mid-Autumn Festival?
Mooncakes and various decorations can be found in the shopping windows, weeks before the festival! The mooncake has truly become the symbol of this holiday, and brands almost compete to make the most creative mooncake gift boxes.
NBH has dived into how global brands have chosen to market their mooncakes this year 2022!
Looking into social media -and eCommerce platforms the feed is full of gift boxes, mooncake tutorials, pictures, and mooncake hauls.
NBH gives you a few examples:
Dior, did a comeback this year by doing a spectacular mooncake box with different flavors.
Scrolling on social media, the box from Gucci is seen a lot. Their box sure is something extra, check in this video:
Video showing the Gucci Mooncake box of 2022
Looking up to the brands in the north of Europe. The Swedish food supplier Oatly, thinking outside the box by making this playful box.
Mooncake box is also a very common way to show gratefulness to colleagues, partners, and clients. For our clients in China, we at NBH created this box.
The Mid-Autumn festival is really a good opportunity to create relationships with your followers, clients, and customers. The Mooncake gift has really no limits to creativity and tells the story of your brand.
How does your brand adapt to China’s Cultural festivals?
NBH has years of expertise in working with digital marketing in China. Our expertise is available in both Europe and China.
If we say Doyin it might not tell you much, but if we say Tiktok I hope you are on it!
Although Tiktok is the western version of Douyin, there are many big differences. As often when it comes to digital China, new platforms are faster adopted by the users and quickly acceptable to use as a marketing tool. In the west, Tiktok is mainly an app for young adults and teens but Douyin is used among all ages and all types of persons.
The app has in a short time, since it appeared in 2016, sprung out of no wear, as an incomparable success. It is fair to argue that it’s the most successful digital phenomenon in China ever.
But what is the key to the success, and how can it be used for you as a marketer in China?
NBH gives you a brief insight and presentation!
The background of Douyin
Douyin was originally launched in 2016 by the company ByteDance. The western version of Tiktok was released in 2017 but wasn’t booming until 2018. It’s vital to understand that Tiktok and Douyin are two different but similar apps, hosted on different servers, and has no other connections to each other than the mother company.
Douyin is in many ways a very simple app that gives the user the ability to record short (15 seconds to 10 minutes) videos with filters, and watch (15 seconds to 10 minutes) videos in a continuously never-ending flow. The user-friendly functions make it easy for ordinary people to be creative and playful. In fact, most of the content on Douyin is produced by ordinary users.
The founder Zhang Yiming has created an AI-based algorithm that learns user behavior to adjust and tailor the content. In addition to Douyin, Zhang Yiming has also created the news app Toutiao, which has also been widely spread in China. Perhaps we will have the opportunity to return to it later in our insights series.
Douyin reached over 180 million active users in only two years from its release
It is estimated to have over 600 million daily users by the end of 2022
It’s predicted to have over 800 million daily users in 2025
The average user of Douyin spends about 120 minutes a day on the app
The everyday user time has increased by 25% a year since the release
The key to the success
The simple explanation for Douyin’s great success lies in the well-developed technical platform with sophisticated algorithms. The algorithms direct the content towards the specific user’s behavior pattern in order to arouse as much interest as possible. Because the content is adapted to the user, no feed is exactly the same as another.
The user also has limited opportunities to influence the content through, for example, searches. A video is displayed and can either be viewed or clicked away. The algorithms receive direct information about which material is appreciated or not.
Douyin has also been marketing the app to just the right target group, early adapters. Initially younger women in their middle or early 20s. With increased popularity, the app has since then been spread among different ages and genders.
All of these factors together can be summed up in the fact that they released a well-developed app, to exactly the right target audience, at exactly the right time. And let’s be honest, isn’t a good product and the right marketing the recipe for success?
Why use Douyin for marketing
The first and most obvious reason to include Douyin in your marketing plan is that no other app can get as large a visibility in such a short time frame as Douyin.
They also have many suitable solutions such as:
Direct linking to e-commerce shops, if you have more than 10 videos posted
A self-developed native e-commerce ecosystem where the user is able to make purchases directly in the app
With its constantly growing user base and its e-commerce ecosystem, it’s fair to think that it’s mainly for B2C. And of course, you can’t hide the fact that it is huge for B2C. Clothes, cosmetic, and food is by far the most popular e-commerce categories on Douyin. But on the other hand, it also brings lots of opportunities for B2B.
Since the competition is not as tough when it comes to B2B companies that market themselves via Douyin, there are opportunities to reach out to their customers in a creative, new, and fun way. Why not film from the production or film a tutorial with the pros and cons of using your product?
How to use Douyin for marketing
There are different accounts that can be used for marketing on Douyin. There are both certificated accounts and business accounts. If you want to brand yourself, a certified account is the way, but for companies, a business account is the easiest way. There are many advantages by getting a business account, among other things, the possibility to make longer videos, get access to advertising, sticker-adds, and more visibility through the algorithms.
Another big advantage of having a business account is that once you get approved by Douyin, you get a lot of credit. It simply becomes more trusted.
It’s also important to keep in mind that Doyin is first and foremost a video app with music. In order to capture interest and create visibility, it is therefore important to adapt to the platform. Create creative and exciting materials that feel genuine and well-produced.
Work with KOL:s
The most effective way to get visibility on Doyin is to work with KOL:s. The KOL already has its fan base and the algorithm reaches out to its followers. If you which to do a collaboration with a KOL it’s therefore important to pick someone that reaches out to our targeted audience.
NBH has years of expertise in working with digital marketing in China. Our expertise is available in both Europe and China.
2020 brought us an unprecedented adversity domestically and globally. Businesses that used to exist has suddenly disappeared, and companies from different industries suddenly must rely on online channels much more than they were used to. Some lucky ones have made their preparations well, while some it caught a bit off-guard and need to start their digital journey. China has been in the forefront when it comes to digitalization development and its digitalization evolvement has been astonishing. In this article, we will briefly look into some digital marketing trends in China in 2021.
Short video, social ecommerce, and private domain traffic would become even more important
According to the data from SocialBeta, short video, social ecommerce, and private domain traffic is considered as the top 3 marketing approaches to look into based on the survey done with advertisers in China.
Social ecommerce refers to the process of applying social media and ecommerce functions like following, sharing, commenting, and interaction into ecommerce purchasing services to provide a better and more sociable purchasing experience. Social ecommerce works like a shopping guide to lure potential customers, as well it creates interaction between the brand and customers. From a brand’s perspective, this could increase the stickiness of the customer, and from the customer perspective, it creates a sense of participation.
Private domain traffic refers to a social network such as a WeChat group, and WeChat mini-program registered members, created and owned by a brand. For example, a cosmetic brand could create several WeChat groups (each could have up to 500 WeChat users) and through offline and online activities, customers could be added to the WeChat group. The brand can then do sales and promotion related activities in the group without spending any advertising money and people in the group are also their targeted customers.
KOL/KOC marketing will play an even more important marketing role
Brands often rely on the KOL/KOC for product seeding, sales conversion, and branding purposes. Although one of the major challenges for using KOLs could be tracking the data authenticity which makes it hard to really value the effective of a KOL cooperation. Cooperation with KOC has drawn more and more attention from the advertisers. KOC often shares their true experience from a customer perspective, which would lead more trusts and emotional resonance for other potential customers. Even though their follower base is smaller than traditional KOLs, but the follower quality could even be higher. In the year 2021, a marketer needs to not only rely on KOLs’ mass follower base for branding purpose, but also rely on KOCs to substitute KOL for creating more trustworthy products discussions.
With the implementation of 5G, the speed of mobile internet will be even faster. In a highly digitalized society like China where mobile APPs are highly integrated into people’s everyday life, the increased internet speed will push the digital development even further, and a upgraded and new digital marketing approaches could be incubated.
As a marketer, it is truly exciting to see what the upcoming changes in China’s digital marketing world will be in 2021.