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How To Establish Your Corporate and Personal Brand in China
Kaitlin Zhang outlines five essential steps for establishing a corporate and personal brand in China: pitch (brand positioning and target audience), profile (photos and videos), platform (website), produce (social media and content marketing), and partnership (with brands and media). Given China's rapidly growing economy and digital-savvy consumers, understanding local consumer behavior and preferences is crucial for success in this market. Additionally, building strong connections and navigating cultural differences are key challenges when creating a brand presence in China.
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How To Establish Your Corporate and Personal Brand in China
- 1. How to EstablishYour Corporate and Personal Brand in China 18 August 2017, London Speaker: Kaitlin Zhang www.kaitlinzhang.com Tweet @KaitlinZhang @ClubWorkspace
- 2. Kaitlin Zhang’s 5Steps to a Powerful Brand • Pitch (brand positioning & target audience) • Profile (photo & video) • Platform (website) • Produce (social media, content marketing) • Partnership (brands & media partners)
- 3. Why China? China’s economy grewby 6.7% in 2016, compared with America’s 1.6%, according to the IMF.
- 4. 1. Pitch –Brand Positioning, Target Audience • The emerging middle class & ultra rich • China’s digital-savvy upper-middle class is fueling a consumption boom that will add $1.8 trillion in new consumption by 2021, about the size of Germany’s consumer economy today (Boston Consulting Group Inc.) • Understanding customer psychology and motivations • Localization
- 5. Consumer Behavior 82% ofChinese shoppers cited product availability as more important than price. 97% said that their biggest priority when choosing an online retailer was the use of enhanced technology to improve the shopping experience. – Oracle
- 6. Who are the80s, 90s, 00s, 10s generation?
- 7. E-commerce in china •Alibaba’s Tmall Global now features goods from 14,500 overseas brands, 80% of them selling in China for the first time (Digitalcommerce360, 2017). • 75% of Chinese consumers shop online at least weekly (PwC).
- 8. Key cities Youneed to know about • Beijing • Shanghai • Hangzhou • Guangzhou • Shenzhen • Xiongan
- 9. Watch the fulldocumentary: https://www.youtube.com/watch?v=SGJ5cZnoodY
- 10. Xiongan New Area– Special Economic Zone • 2000 km2 in the long term (Greater London Area is 1500km2)
- 11. 2. Profile: Photosand Video
- 12. 3. Creating abilingual website
- 13. 4. Produce: ContentMarketing & Social Media Source: http://www.maxxelli-consulting.com/quick-guide-social-media-strategy-china/
- 14. Watch the fullvideo by New York Times: https://www.youtube.com/watch?v=VAesMQ6VtK8
- 15. What are thesenumbers? 70 194 90 10
- 16. How many contactson average does a Wechat user have? 194 How many minutes per day does an average spend on Wechat? 90 How many million WeChat users living outside the mainland of China? 70 Million How many million official accounts on Wechat in 2016? 10
- 17. 5. Partnership Brand Partnershipand Media Partnership
- 18.
- 19. It’s all aboutconnections or ’guanxi’ • Developing long term relationships • Loyalty matters • It’s always personal • Respect and transparency
- 20. Challenges in Buildinga Brand in China • Cultural differences in understanding IP and ownership • Government bureaucracy & policies • Finding the right partners, joint venture partnership
- 21. Kaitlin Zhang’s 5Steps to a Powerful Brand • Pitch (brand positioning & target audience) • Profile (photo & video) • Platform (website) • Produce (social media, content marketing) • Partnership (brands & media partners)
- 22. https://www.facebook.com/groups/778655152275599/ Continue your networkingonline… Closed Facebook Group
- 23. Read more blogposts on www.kaitlinzhang.com
- 24. Contact Me -Kaitlin Zhang www.kaitlinzhang.com Twitter @KaitlinZhang Instagram @kzhangbranding facebook.com/kaitlinzhangbrandin g Email: [email protected]
Editor's Notes
- #2 1 Feb 2017
- #3 platform might be imdv
- #4 Although China trails the US by $7 trillion, it’s catching up. Low cost manufacturing economy to one focused on value added goods and services There is a big difference between popular and market
- #7 China’s Gen-Y (the millennials, born 80s to mid-90s) and Gen-Z (born mid-90s to 2000s) alone is as large as the entire U.S. population.
- #8 (This year, Singles’ Day raked in $17.8 billion in sales, up from $14.3 billion last year. PwC found that 75% of Chinese consumers shop online at least weekly. That’s a pretty stark difference from the global average of just 21%
- #10 Like the macdonalds
- #16 What is the number of WeChat users living outside the mainland of China? 70 million. How many contacts on average does a wechat user have? 128
- #17 https://www.chinainternetwatch.com/19524/wechat-data-report-2016/
- #19 Talk to the right person at the meetings Be interested in the culture, avoid political comments High context culture: Yes is not a yes, no is not a no.
- #21 Yes is not a yes, no is not a no. Be aware when someone tells you what it’s like to do business in China
- #22 platform might be imdv
- #25 Consultation Discount 10% off