UK Trade & Investment 5 steps for building a marketing plan for successful market entry to China

5 steps for building a marketing plan for successful market entry to China

 

Domenica di Lieto, Commercial Director at Qumin outlines five key steps for brand owners to consider.

further readings 

1. http://china-market-research.blogspot.com/2016/05/agency-best-practices-on-chinese-social.html
2. http://china-market-research.blogspot.com/2016/04/marketers-have-to-use-cultural-aspect.html
3. http://www.semseoservices.net/seo-services/how-to-optimize-baidu-spider-to-scan-our-website.html
4. http://china-market-research.blogspot.com/2016/05/tourism-market-in-indonesia-is-booming.html
5. http://www.seotick.net/search-engine-marketing/based-on-my-opinions-here-are-the-top-10-seo-companies-in-china.html

Chinese Search Engine Baidu in trouble in China

Baidu is the number one search engine for Chinese tourists...

The death of a student following experimental cancer treatment I have found through China's biggest search engine, Baidu Inc (BIDU.O), has exposed the faultlines in the company's business model, Which Relies heavily on income from the country's lightly regulated health sector.

Problem of Advertising 

Before His death, Zexi student Wei, 21, Criticized the military-run hospital treatment failed That provided the misleading claims about prep prep for ITS effectiveness and Baidu Accused, controls 80 percent Which of the Chinese search market, of false medical information Promoting.

This week the health ministry investigation into an Began the hospital, while the internet Began an investigation into Baidu regulator.

The regulators Have not Said what, if any, Offences or regulations Might Have Been broken and did not respond to requests for comment. Analysts at Daiwa Said regulators Could be checking for compliance With China's Advertisements Law, says Which shouldnt medical industry advertising effectiveness Contain assertions about.

Baidu Said it was conducting an investigation and Simple past would fully Cooperate With the regulator.

It is not clear That conventional treatment - surgery to remove the tumor Typically - synovial sarcoma Would Have That cured the rare Suffered from Wei. Reuters has not Been Able to reach the hospital for comment.

Critism 

Baidu has come in for fierce criticism for how it handles online search results Within ITS adverts, from an industry as sensitive as healthcare Especially, Which Nomura and Daiwa Analysts at say 20 to 30 percent Provides Its search of revenues. In 2015, 55.7 billion yuan search Were revenues ($ 8.6 billion), or 84 percent of Baidu's overall sales. "Whatever page you're looking at on Baidu is a mess of adverts," Said username FreedLiu on China's Weibo microblog, discussing Wei. "They're profiting from loads of People Who do not know Baidu auctions (its search results)." Baidu vigilance Said it applied to healthcare customers Particularly, with screening for misleading adverts and a verification program with additional scrutiny for medical advertisers.

"Over the years, we cleaned up the customer proactively Have basis," a company spokeswoman Said by email. It is not the first time the company has fallen foul of regulators and public review for ITS handling of healthcare ads and blogs, though it has not Suffered substantive Sanctions.

In 2008 it Said it would overhaul operations after state media STI Said it let unlicensed medical service providers buy high search rankings. The hospital Wei Treated That, however, is licensed by the Beijing Municipal government.

Baidu apologized for management failures

And in January Baidu apologized for management failures When the regulator found illegal internet content in Its search results and online forums, Including ads for unlicensed clinics. Also Baidu sold the rights to manage a disease discussion site to a company selling treatment for That illness, forum users Said. "Baidu has ADH issues come up About the types of medical ads since 2008 They accept," Said Mark Natkin, managing director of Marbridge Consulting in Beijing. BAD PRESS MOST Like search engines, Baidu places paid-for ads in Its search results, but in a series of Reuters search it included tests at Least twice as many ads as Alphabet Inc's (GOOGL.O) Google, Which is blocked in China, and Placed Its list them in higher. Though Baidu marks Such items as promotions, highlights the word Also Google "Ad" in a yellow box. Baidu's spokeswoman Said the number of adverts on a page Depend on the search subject and Whether it was on PC or mobile, but Declined to give specifics for healthcare-related searches. Google's policies list a string of restrictions on healthcare advertising, and Several searches by Reuters for health-related terms on the search engine produced no adverts. Baidu's smaller local rival Qihoo 360 Technology Co (QIHU.N) Said it does not support healthcare industry adverts.

Said ITS requirements for healthcare Baidu ads "are not public information, and we can only share our advertising customers With That".

Several criticism in state media outlets this week Suggests a hardening attitude in government. "Pursuing profits is not wrong, but putting profits over helpless patients' lives is any ethical standards Against," Said a column in the official People's Daily on Monday. Any decision by Authorities to restrict healthcare advertising materials to Baidu's Could have impact on earnings, a concern That Has Contributed to a sharp fall in shares in the last three sessions ITS.

New regulations 

The regulator did not return requests for comment on the Possibility of any such action. Daiwa Said 10 to 15 percent of Baidu's search revenue Could evaporate under a worst-case scenario.

Even without Such Measures, the damage to Baidu's reputation Could hit it in the pocket. "The overwhelming negative press coverage over this incident Could Once Again shake Internet users' trust in Baidu's search results, Especially When people search for healthcare-related information," Said Nomura. "This would, in turn, Affect the performance for healthcare-related ads on Baidu, in our view."

More information on Baidu SEO

http://www.semseoservices.net/seo-services/how-to-optimize-baidu-spider-to-scan-our-website.html
http://www.reuters.com/article/us-china-baidu-search-idUSKCN0XY01V
http://www.seotick.net/search-engine-marketing/based-on-my-opinions-here-are-the-top-10-seo-companies-in-china.html
http://www.seolinkshop.net/social-media-marketing/some-advices-to-navigate-the-advertising-certification-process-in-baidu.html
http://www.forbes.com/sites/greatspeculations/2016/05/06/is-baidus-advertising-business-in-trouble/#552535623aa1

Agency : best Practices on Chinese Social Media for Brand engagement ?

What are the best Practices on Chinese Social Media for Brand engagement ? 

There are several social media that are very used nowadays by Chinese people in order to share their life and opinion with friends or followers. As people spend many times on it, the traffic is important and it is paramount for organisations to be present on these places. Let’s see now how firms can increase their brand awareness, their sales, and their customer satisfaction thanks to social media.

Guide to Communicate on Chinese social Media

Social Media create links 

First of all as social media link Chinese people together it is a very powerful l tool to increase brand awareness, which indicate to companies about their popularity and brand image. Facebook is the most popular social media of the world and many companies have their own page in order to display some contents to “likers”. The “likes” amount gives an indication on the brand awareness. There is much solution to increase the “likes” numbers, on the first place it is very important to have a good community management by displaying contents that might interest likers and to answer each massages. It is also possible to run some “campaigns” in order to buy new likers, Facebook has a very good targeting tool allowing to target people through their age, gender, job, localisation, interest and many others characteristics. Then it is important to bet a CPC on each segment and optimize it in order to have a bigger bet on segment with a high Click Rate. On others social media such as twitter or Instagram the number of followers give an indication on the brand awareness too. Customers are very likely to contact the company through social Media as it is a very easy and intuitive way to get in touch with someone, a good interaction with customers may also increase the customer satisfaction as they know it is possible to fix issues easily. It is also possible to increase the awareness on brand for free by creating some buzz, indeed if a content such as photo or video is shared by many followers of the firm, this content will appear on followers’ friends newsfeed and so on. A media can become viral and increase the awareness and enhance the perception of a brand for free. The buzz can also be dangerous because some content criticising the firm can also be displayed by some users decreasing the good perception of the brand.

Digital Marketing Positionning ! 

Is your content strategy in China very corporate or is it a bit more casual? What your brand is sharing says as much about you as it does your Chinese audience., what is your Chinese community ?
 Is your voice representative of your brand in China, do you know the Chinese market ? If it is, then is that representative of the Chinese target you are trying to reach? If your tone is not appealing to your Chinese Audience, then it’s time to change it up. Though it’s important that your digital strategy of Chinese engagement be as unique as your branding, it’s also important not to stray from your off libe Marketing strategy .

Social media create quality traffic in China

Then as the traffic is growing on social media, many enterprises want to increase their sales via this acquisition channel. In order to reach customers, it is possible to display some advertisement on users’ newsfeed via acquisition campaign. wechat will display the ads if the click rate is high and also if CPC offered by the firm is high enough to be profitable. Having a good click rate become a very important stake, it is very important to adapt the message to the target in order to be performant. Indeed the most a message will be individualized, the most the user who will see it will be likely to click on the advertisement. It seems evident that the landing page have to respect the message displayed by the ads otherwise the click has no chance to be converted into a purchasing.

Digital Strategy in China

Let your corporate culture be your guide.

There are many mean to increase the click rate on some ads in China, one of them is to AB test two ads very similar with only one changing aspect and see after a consequent number of click which one is more efficient, continuously set up test is a good strategy because there are always some ways of improvement.

ROI on Social Media ? 

Moreover if a company in China display always the same ad it may be very successful at the beginning but users might be bored after a couple of months. Finally a good tracking is mandatory in order to have a good control on the ROI, indeed each campaign must have a specific URL in order to know which campaign bring the most of purchasing. This allows increasing the bet on CPC in order to display more an advertisement that brings purchase and to cut useless campaign. It is also a good thing to calculate the cost per lead in order to know how much one purchase cost. A relevant CPL must be targeted for each campaign as some buyer are more valuable than others, it also allows marketing officer to make a cross calculation to fix the bid on CPC. Lead can be different things according to companies’ objectives, it can be purchase, download (for apps), or registration (private sales).
Social Media are a very important tool for companies and the best behaviour is to be creative, analytic, vigilant and flexible.
Be Active on Social Media it is vital in China ! Check general feeds in your industry; for instance, at in Marketing agency , we monitor “social media marketing” to pick up a variety of posts that don’t mention our brand but are still valuable. This strategy reveals new conversations on wechat or weibo you may wish to take part in and enables you to establish new relationships in China. It’s also a great way to catch any issues (probleme VS online reputation ) before they become a potential prospects, this is China.

further readings:

1. http://chairmanmigo.com/top-13-advertising-agencies-in-shanghai/
2. http://www.seotick.net/search-engine-marketing/based-on-my-opinions-here-are-the-top-10-seo-companies-in-china.html
3. https://www.quora.com/Who-are-some-great-Digital-Agencies-in-China-Mainland-China-Hong-Kong#
4. http://seoagencychina.com/digital-agency-shanghai-china/
5. https://www.brandwatch.com/2014/11/9-best-practices-becoming-successful-social-brand/
6. https://www.salesforce.com/blog/2013/07/best-practices-social-media-engagement.html
7. http://ecommercechinaagency.com/digital-agency-china/
8. https://www.youtube.com/channel/UCl7mAGnY4jh4Ps8rhhh8XZg

Top Asian Destination for Chinese travellers

Singapore is no longer just a stop-over point for tourists catching connecting flights to beaches in Thailand and Bali. More travelers are making the city state their final destination, in large part after ending a decades-old ban on casinos that’s helped to double the number of Chinese visitors to the country.

Tourism is proving to be one of the bright spots in Singapore’s otherwise sluggish economy. Official figures show income from tourism surged 25 percent in the four years since the first two casino resorts were opened in 2010 — flashy and modern complexes housing hotels, shopping malls and restaurants. Credit Suisse said last month that tourist arrivals this year will probably exceed forecasts from the Singapore Tourism Board, climbing as much as 8 percent to 16.5 million compared to 2015.

sources :
Facebook 
http://www.bloomberg.com/news/articles/2016-05-05/singapore-is-unlikely-tourist-hotspot-as-casinos-draw-chinese

Australian cosmetics brand "Adore Beauty" plans to enter into the Chinese market

It's been 16 years since Kate Morris founded Adore beauty of his garage, but is far from being extinguished, the successful entrepreneur is using the milestone that take online retailer of cosmetics to China to open a crack in a beauty market worth billions of dollars.
The expansion, which officially wheel today, is being led through electronic commerce Tmall, one of the brands owned by Chinese giant Alibaba platform.
Source : http://www.theaustralian.com.au/business/companies/australian-cosmetics-house-in-online-chinese-push/news-story/be3fdc520395453bdebaaa963fa03fb7 


Morris will not be used any hard and fast target has been set for Chinese expansion, instead saying SmartCompany is going to take a conservative approach and responding to customer demand rather than telling people what they want to buy.
Because of this, Adore Beauty initially offer about six brands of Australia to Chinese consumers through Tmall order to "dip your toe in the market."
Brands include Lanolips, Evo, as soon as possible, Alpha-H, ONCE and Skinstitut.

"We will consider China first, which is a big enough piece to bite," says Morris.

"But I certainly think that if we consider China, there is much more potential in the APAC [Asia Pacific] region and that is definitely where we will focus our attention. As some success in China, and then we will expand our spectrum ".

The initial product range will focus on high quality, ethical hair care and skin care products in order to seize the Chinese market appetite for all things in Australia.
"It's a small selection of each of the brands and let's just try it and see what works," says Morris.
"A market [as Tmall] is the most obvious choice so far in China. If you make your own website there is definitely pushing a rock up a hill. We wanted to be where they were shopping shoppers Beauty" .
For Morris, the Chinese expansion feels like coming "again to the starting point" given the beauty Adore began exporting beauty products in much of Australia before focusing heavily on the local market.

"China is the largest market of beauty in the world," says Morris.
"But we also recognize that it is not without its complications."

Adore Beauty is on track to deliver about $ 15-16 million at the end of this year.


Read also :

• http://maximizesocialbusiness.com/enter-chinese-market-digital-marketing-22715/
• https://twitter.com/marketing2china/status/715466818962399232
• TripinChina
• https://twitter.com/marketing2china/status/710091565147037697

Tourism Market in Indonesia is booming (thank to China)

Indonesia hopes that a significant number of tourist arrivals from China in the coming months until the end of December.
Their participation in last week's China International Travel Mart (CITM) 2015 in Kunming, could make them happen such expectations, according to Tourism Minister Arief Yahya Indonesia. He attended the three-day event that opened on 13 November 2015. The CITM is one of the largest trade and consumer travel fairs in Asia.

Chinese Tourism Market : +150% since 2014 !

In CITM, the stand of Indonesia, which was next to Singapore and Malaysia, attracted a large number of visitors. It was partly because the support of Indonesia also featured live dance and musical performances, the daily Kompas reported.

Indonesia Invest in Marketing to boost Chinese arrival

Indonesia had set a target to receive 10.5 million foreign tourists this year. In the period from January to September, reached 7.2 million, Minister Arief Yahya said. Last year, 9.4 million foreign tourists visited Indonesia, including 883,000 people in China. Indonesia had set a target of 20 million foreign tourist arrivals in 2019. While Indonesia and China are developing closer bilateral relations in the economic sector, it is expected that an increasing number of tourists from China to come to the country in the coming years.

Luxury Shopping and hotel Booking! 

With more travelers now Chinese outbound tourism big-spending worldwide, luxury shopping and hotel stay constantly in search of the next great centers of Chinese travel. To date, this has meant keeping a close eye especially in Asia, which now accounts for nearly 90 percent of arrivals of Chinese tourists. Tracking the fastest growing destinations is a difficult task, however, thanks to the delicate political situations in the region that cloud the picture, leaving marks to ask which areas are popular among Chinese tourists are will remain in the long term.

+136% of Chinese tourists in 2014 ! 

A particularly timely example of this is Sri Lanka, which saw the arrival of Chinese tourists increased by 136 percent in 2014, during the administration of strongly "pro-Chinese" President Mahinda Rajapaksa. However, things have changed with the defeat Rajapaksa at the polls this January Maithripala Sirisena, who has been far more critical of the major tourism projects and development carried out by luxury companies, many of which have already they have been waiting Chinese.


Under the direction of Sirisena, less chummy ties between China and Sri Lanka have raised doubts about the sustainability of Chinese growth arrival of tourism. At the moment, the outlook is still relatively optimistic it with Sri Lanka to its projection of 2.5 million Chinese visitors sticking in 2016 and hoteliers as Shangri-La to continue its expansion in the country. While in Kunming Minister Arief Yahya said Indonesia had to do everything possible to attract Chinese visitors. "Chinese tourists traveling abroad reach 100 million people annually. How might receive only one percent of them?" Said the minister.


In 2014, the number of Singaporeans who visit Indonesia ranked first with 1.32 million arrivals. Visitors from Malaysia and Australia came in second and third place respectively.

sources:
http://www.globalindonesianvoices.com/23579/boosting-tourists-arrival-from-china/
https://jingdaily.com/can-politics-influence-chinese-tourists-decision-making-process-it-depends/
http://www.advancetourandtravel.net/adventure-travel/top-best-places-to-see-in-asia-2.html
https://www.travelblog.org/Asia/Indonesia/Bali/blog-931541.html

Bali (Indonesia) Eyes More Chinese Tourists in 2016

Bali (Indonesia) Top travel destination for Chinese Tourists 

Bali is constantly voted the best island in the world. It is the ideal destination for most, and the personification of idyll tropical island. Bali indeed has it all - a Shangri-La by sea, in their natural beauty and religious, and advanced social image for the less crazy in the heart.

Chinese tourists love to travel in Asia!

There will be the famous surfing beach locations and swells of indigo south, exotic woodlands, palaces and temples of Ubud Jatiluwih rice grain and impeccable diving and rafting Rowdy to experiment and explore. Naturally, Bali is blessed with an all natural and social captivate the most experienced tourists landscaping.

Why Bali? 

Its diverse and rich interpretation of Hinduism permeates every corner of the field, offers every morning hours, until the day of silence Nyepi closing the airport. This unique blend of Hinduism is located in the center of the beauty of Bali paired with warm smiling people encounter every day hug. Craftsmen series of streets and scattering through the towns, they have in ages ancient traditions of the artwork and the creation and production of some of the best design on the planet.
Bali culture has captivated the thoughts of travelers because the first white and African American films of Charlie Chaplin were made during his visit in the 1930s Things were a little more innocent then, and the ladies of Bali yet they strolled topless, making the main island 'head sex' holiday places for settlers in search of a cheap joy reality.

Bali Tourism Bureau 

Bali’s Association of Travel Bureaus (Asita Bali) is optimistic of witnessing a surge in the number Chinese tourists visiting Bali in 2016.
Direct flights from Chinese cities to Bali Island could help increase the number of Chinese tourist arrivals, Chairman of Asita Bali I Ketut Ardana stated here, Monday.
On January 12, 2016, Garuda Indonesia launched a direct flight connecting Shanghai in China with Denpasar in Bali Island.

 “Recently, additional flights have been started to Shanghai, Beijing, and Guangzou,” he added. With a population of over a billion people, China contributes at least 100 million tourists making overseas trips a year.

The number of Chinese tourist arrivals in Bali has increased significantly over the past few years, placing China as the second-largest tourist contributor, after Australia.
From January to November 2015, Bali received 642 thousand Chinese tourists, up 19 percent from 539,371 tourists recorded in the same period in 2014.
Bali has set a target to attract 4.2 million foreign tourists in 2016, a slight increase from four million in 2015. In the meantime, the nation’s flag carrier Garuda Indonesia recently opened a new route to China between Denpasar in Bali and Shanghai.

sources :
http://www.mapliv.net/2016/04/why-chinese-tourists-love-to-go-to-bali/
http://www.thebalitimes.com/2016/01/22/bali-eyes-more-chinese-tourists-in-2016/