Advertising Trends: The "Made In China" Feature Of Local Brand Interpretation

In the mid 2000, car brands such as Volkswagen and Honda began to use China online forums to tell their brands. China's social media world is full of copper stink.

Because regulations are not yet clear, government regulation is very strict, and Internet lovers in China seem to prefer to play online games instead of focusing on brand and product information.

5 years later, social media became the core booth of the brand, used to convey information to their customers and build a supportive community.

This is due to the opening up of the Internet in China, and the more mature, sensitive and more inclined consumption of the Chinese mass network.

China

According to CINIC China Internet Network Information Center, the number of Internet users in China has reached 404 million in the near future.

Since its growth rate of 5.2% in 2009, the number of Internet users in China has ranked first in the world, exceeding the total population in the Middle East.

But what is more noteworthy is the degree of activity of Chinese Internet users in social media.

The latest China Social Network Report shows that about 54.7% of Chinese Internet users now own their blogs or browse blogs, and 47.3% of them have one or more social network services SNS.

More than 25% of users write 10 or more content each day.

Social media has gradually become an important part of Chinese life, because social media has enabled them to enter social circles and get access to information that is difficult to obtain due to language reasons, government control and other constraints.

Complex relationships, boring media

First of all, the huge Chinese territory has led to the maintenance of long distance relationships, contacts with old friends, and recognition of the limitations of new friends outside the working circle.

Since the advent of social media, Internet users can connect their lives without having to spend the night train or expensive long-distance calls.

So according to MTV Research in the second half of 2008, China is the only country in the world with more online friends than offline friends.

Second, because the information of traditional media is controlled by a few people, social media has become an extremely valuable way for Chinese to connect the "story world" and the information that can not be obtained anywhere else.

This is a real political discussion and a real social problem, but this is also true for the brand.

When many foreign products are always unable to enter the cities outside the first tier, few official messages are available to them, or they can only exist in foreign languages. Social networking has become a special forum for Chinese consumers to find brand and product information and share shopping experience.

Believe in "experienced strangers"

According to the 2010 TNS digital life report, China has the largest number of netizens seeking brand information on social networks.

Moreover, the 2010 Global Internet Index shows that the Internet is a trusted source of information, and the degree of Internet users' trust and comment on Internet is three times that of the recommended trust in bars.

In the face of Chinese Internet users who yearn for information and consumption, international brands are fully involved in China's social media space.

Not long ago, even the international big names did not have Chinese version of the web page.

Now, almost all brands have brand pages on various SNS, including happy and everyone, in order to convey brand information to Chinese customers.

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Multinationals with a large number of retail outlets in China, such as KFC or Coca-Cola, have active social media users in the early days. Now they have grown into a community of hundreds of fans in China SNS.

However, for brands, such penetration into the Chinese market is very slow, or behind the definition of the brand in China.

Sports brand Reebok has been suffering from undefined brand positioning and poor sales in the past few years, but now it is actively building communities in the Chinese market and promoting social media.

Chinese brands: slow start, but start to innovate.

In the past, Chinese brands slowly understood the potential of social networks.

Now they are using their own methods to step into social media, and now they quickly occupy the leader position in this field.

This is mainly a cultural reason: for example, the western social networking sites Facebook and Twitter are shielded. Chinese developers do not simply plagiarize, but instead, like standing on the shoulders of giants, innovate and innovate according to local culture and user preferences.

Sina micro-blog, China's Twitter, is trying to attract Chinese netizens who love multimedia. So they have developed video and photo sharing functions better than Twitter.

At the same time, because 140 Chinese characters are more expressive than 140 English words, Sina micro-blog is not only used as short message communication, but also can be used by more users to meet more requirements.

Local brands have better interpreted the characteristics of "made in China" social media, and in the past few months they have orchestrated extremely successful digital competition, setting the trend of advertising in China in the next few years.

Strong case studies:

The most notable is the clothing brand Vancl: in April 2010, Vancl created an imitation advertising template based on its own business mode. Instead of the official spokesperson, Han Han, he used the new and replaceable slogans based on the template to send it online without official disclosure.

The strategy is to use the massive growth of "online mockery": the irony of Chinese netizens, and the customization of online content to express themselves.

(Translator: that is the object that is popular in China.)

The imitative movement immediately had a huge response on the Internet: netizens posted thousands of sentences formed according to the slogan of fans, and this online mockery caused great repercussions in China.

A few months later, what was known as "Vancl-ization" became the trend word on the Internet in China.

It is hard to predict what changes will happen in China's social network in recent years. For example, Vancl cases suggest that social media space will be filled and bound by many local entities.

The "made in China" movement has become the vanguard of China's online marketing trend.

Western brand online marketing efforts will cost more, and will pay more attention to the characteristics of Internet culture and structure in China.