An article based on Emerging Insider’s deep dive into the purchasing habits of China’s affluent population was just featured by Jen King in Jing Daily. It includes data and insights from our CEO about how wealthy Chinese mobile users interact with brands…and why that should matter to marketers.
To read the full story, click here.
If you’re looking to reach China’s massive luxury goods market, you can’t just translate your ads into Chinese. Of course, good translations are very important and can help avoid unfortunate mistakes like that time Pepsi accidentally claimed to bring dead people back to life. But translations alone simply aren’t enough to be successful. The key to an effective communications plan for business opportunities abroad is cultural sensitivity.
China’s consumers have unique feelings about social status, relationships and even leisure activities that necessitate a tailored approach to advertising. If you don’t take the time to understand and then incorporate these tastes into your messaging, you will alienate your audience and eliminate ROI. You will also end up featured as a “Chinese Marketing Fail” on a fine blog like this one. On that note, here are three examples of brands that screwed up launching campaigns in China:
When eBay came to China in 2004, the brand hoped to take customers away from e-retailer Alibaba which at the time was helping small companies run online businesses. In an effort to dominate the market, eBay launched aggressive campaigns, even signing exclusive rights with major web portals that would block their competitors’ ads. It was a savage move that didn’t pay off and the reason they say “know your audience.” Because Alibaba executives recognized that China’s small business people preferred watching TV over surfing the Internet during their downtime. So they invested heavily in television campaigns promoting their new auction site, Taobao. These efforts soon made Taoboa a household name, allowing it to heavily outpace its American counterpart and forcing eBay to wave the white flag in 2006.
2. Home Depot
With home ownership on the rise in China, entering this market seemed like a no-brainer to Home Depot. But six years later, they managed to evict themselves. The company failed on several fronts including a lack of marketing that targeted Chinese women, who often make the final decisions about home décor purchases. Home Depot also greatly overestimated these consumers’ desires to “do it yourself,” a major messaging point in much of the brand’s advertising. Because manual labor is considered the trade of lower-class citizens, this was off-putting to new home buyers. By ignoring these important aspects of local culture, and trying to make middle class Chinese people do their own renovations, Home Depot never effectively connected with this audience.
Despite spending a whopping $432 million on marketing, Groupon failed in China and it wasn’t because the people there didn’t want to pay deeply discounted prices for concert tickets and hair removal services. They already had successful group-buying sites. Groupon was unable to bite into that business due to a lack of cultural understanding reflected in many aspects of their downfall, from their inability to steal executive talent away from competitors to their difficulty trying to build vendor partnerships. Not only did they scare off prospects during sales pitches by demanding much higher percentages than typical of the market, they also insisted on using mass email campaigns to target business owners because this had worked for them when expanding into Europe. But because Chinese small business owners do not typically read such marketing emails, Groupon’s efforts in China fell flatter than an unstuffed dumpling.
Chinese consumers can differ greatly from those in America. Ultimately, if your organization wants to capitalize on advertising opportunities in China, you’ll make efforts to understand the needs and preferences of its citizens. Because as even some of the biggest U.S. brands like Pepsi have learned, cultural sensitivity can make or break a campaign…especially when you promise to reincarnate your consumers.
As the Chinese middle and upper classes enjoy increased disposable income, their tastes have grown more expensive. In 2015, luxury good spending in mainland China reached $19.3 billion or about 31% of the global market. But before you rush to get your pricey products listed on Alibaba or Tmall, consider these interesting facts about Chinese buyers willing to shell out more yuan for international indulgences.
1. They’re not just shopping in China.
Many Chinese consumers now buy luxury items in Europe and other parts of Asia, where lower taxes make prices significantly cheaper than in the mainland. In fact, it was estimated that 80% of China’s total luxury spending was made overseas in 2015. Though efforts are being made to slow down the “gray market” that has arisen for international purchases, for now Chinese travelers are as likely to buy expensive items abroad as they are cheap souvenirs.
2. It isn’t about logos.
Chinese consumers have evolved beyond simply loving labels, so brand alone no longer determines a product’s success in this market. A survey conducted by Simon-Kucher & Partners showed that China’s luxury buyers now place the highest value on product quality (74%), style (70%) and comfort (70%) when making fashion purchases, while Bain & Company found that 39% of wealthy Chinese don’t find logos to be a priority. That collective sigh you hear in the distance is from Louis Vuitton’s marketing department.
3. The consumers are younger than you’d think.
The average age of Chinese luxury consumers, at home or abroad, is 33.1 years. And more than 80% of all Chinese luxury consumers are between the ages of 25 and 44. This is a generation of shoppers that has grown up on luxury marketing campaigns and which embraces the concept of “Treat Yo’ Self.” But in China they call it Singles’ Day.
4. The Internet is where you’ll find them.
Chinese consumers are quite likely to research luxury brands on the Internet or apps, and are open to developing a relationship that goes beyond the point of sale with the companies behind them. Albatross Global Solutions found that about 75% of China’s most affluent consumers follow brands online and that almost 90% of them want to be contacted by brands they have purchased. Organizations now take advantage of these stats by allocating about 35% of their marketing budget to digital efforts, and that number is growing.
5. The brand story matters.
According to McKinsey&Company, Chinese consumers are now finding that the allure of luxury products can be driven by a brand’s cultural heritage. For that reason, outside luxury brands have found success in promoting their history and craftsmanship as selling points. But there’s also something to be said for assimilation as one-third of luxury consumers expressed a preference for items that incorporated Chinese imagery or that were designed specifically for China.
Thanks to rising incomes, the availability of products online and more openness towards displaying wealth, Chinese consumers now feel increasingly comfortable investing in luxury items. This presents an incredible opportunity for marketers accustomed to targeting less cost-conscious consumers if they’re willing to take the time to understand the nuances of this growing market.