Marketing helps people discover and make decisions each step of the way, from the intention to the execution, followed by payment, and finally leaving their review of their experience.
We divide this into three distinct phases that have a specific solution to maximize the results.
The seeding process introduces potential customers to your business and brand, leading them to make a booking or purchase goods or services at the business’s location.
We accomplish the initial step by using various channels to ensure your brand or product is visible and stands out among the competitors. The strategy uses multiple platforms and media to direct the customer to ask questions, make a booking, visit your business, and purchase.
When the customer executes a transaction, some will also write a review or post photos of their experience.
99% of all transactions with Chinese FITs will pay via one of two digital payment options, so it is necessary to have these specific payment options available on demand. In addition, consumers must have a positive experience to review and post on social media.
The critical period for the consumer to review, give feedback and share content that will determine your business’s long-term reputation in the market.
The organic reviews and posts will eventually become the content and information that will affect your target audience’s decision-making in the future. These reviews and posts are on several different channels such as review sites, short videos, and social media.
WeChat - Weibo
WeChat has more than one billion active users, China’s biggest social media platform, similar to international platforms like Facebook and Line. It is the primary application that Mainland Chinese communicate and share their daily lives.
Setting up an Official WeChat account is the first step in your business Chinese marketing strategy.
WeChat takes the place of traditional websites, payment solutions, customer service lines, and many other functions. WeChat is the heartbeat of your Chinese online marketing strategy.
Xiaohongshu - Dianping
Redbook is one of China’s most trusted platforms for females with a unique blend of trusted user-generated content, word of mouth advertising, and online community-building. With 70% of users born after 1990, 80% are female with 350 million total registered users.
It is a mix between Pinterest and Instagram with a search engine, allowing users and well-known personalities to post and share product reviews, travel blogs, and lifestyle stories via short videos and photos.
This unique mix has proven to be a massive hit with young urban Chinese women, who often struggle to find trusted product information sources. And many of these women influence the decisions of husbands, boyfriends, or other family members, establishing it as a top pick from MMG Thailand.
"China's one-stop travel platform" Ctrip is the leading provider of room reservations, Tour packages, transportation, and corporate travel, including other travel-related services. It was established in 1999 and has seen rapid growth to now have more than 210 million users per month, making for the largest travel company in Asia and China.
Ctrip's core functions are Travel marketplace, trip, travel albums, and customer service, all with a comprehensive mobile experience, considering that 60% of flights and 75% of hotel bookings are done with mobile devices, which is the norm in China.
China's biggest travel marketplace, created by Alibaba, is one of the most popular online travel platforms for travelers from China. With more than 270 million users per month, Fliggy is not limited to hotel bookings. It serves as a one-stop hub for travelers to make their entire travel plan for both their trips domestically in China and internationally.
Douyin (Tiktok China) has amassed more than 800 million daily active users. The demographic is mainly 19-35 years old and growing fast, making it the number 1 sharing app in Mainland China, created by young tech giant Bytedance.
The application allows users to create, edit, and share short videos for up to 5 minutes or live streams, often featuring music in the background. However, contrary to what people believe, there are many news and information videos, adding to the app's appeal.
It is the most popular video platform in China and one of the best places for e-commerce shops to sell products and gain brand awareness. Brands can own their channels and promote original content with KOLs driving instant sales and product awareness, transforming the way businesses and brands sell and market their products.
Baidu is the number one search engine in China. With 90% of internet users in China using Baidu (over 900 million people), over 75% of the nation’s online search queries are on Baidu, equating to billions of searches per month.
Baidu’s services, products, and layout are very similar to those of Google. Still, it addresses the Chinese market and censors with all search results and content that are not in compliance with Chinese regulations.
Baidu gains advertising revenue with a system that is similar to Google by bidding on keywords that trigger their ads to appear. In addition, you can also pay to appear first on the search page.
Baidu ranks sites partly based on their compliance and quality of content. So It is necessary to have a fully translated and localized website that conforms to the Chinese standards because algorithms attach importance to the context in which words are used.
Over seven million websites use Baidu Analytics and favor Chinese websites with the .cn extension. Therefore, it is good to register your company in China if you want to be indexed on the country's most-used search engine.
“Share your knowledge, experiences, and thoughts with the world.” Questions are created, answered, edited, and organized by the users in various topics.
The demographic of users are generally well-educated, higher-income with above-average purchasing power. Many brands are looking to attract this audience, with 102 million MAU (Monthly Active Users), on China’s most extensive knowledge-sharing community platform.
Using Zhihu is an effective way to establish your brand‘s reputation with Chinese consumers with trusted quality content. It’s similar to Quora or Pantip of Thailand.
KOL & KOC
KOL is a term that stands for “Key Opinion Leader”, also known as an "influencer." An influencer is a person or an organization with a valued perspective or has extensive knowledge in their area of expertise regarding particular goods or services.
They have more relevance and importance than the mass media considering they can relate and connect to their audience in an authentic, personal, and genuine way.
Social media influencers can start a conversation, making marketing campaigns more engaging, considering they are an authentic voice sharing their ideas and thoughts about products and services.
Alipay - WeChat Pay
Alipay, the most widely used third-party online payment service provider in China. With over 100 Million daily transactions and over 520 million active users. Their primary service is a digital wallet that includes a mobile app that directly allows users to purchase with a QR code.
The Alipay payment system is a must-have for e-commerce and brick-and-mortar businesses that efficiently serve Chinese consumers in China and abroad. With 80,000 retail stores and available in 70 markets worldwide.
Tmall.com - JD.com - Pinduoduo
The emergence of China's e-commerce market's added value has accounted for more than one-third of China's 34.81 trillion RMB GDP, with the penetration rate of online shopping at 79.7% in 2020.
From all kinds of e-commerce platforms, Taobao/Tmall, Jingdong(JD), Pinduoduo are the top three multi-billion dollar platforms with the broadest product categories with an advanced and convenient shopping experience.
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