"national trend", "e-commerce live broadcast", "sinking"...
do you know how to say these recent words that have emerged in English?
In a Forbes article titled "5 Chinese Marketing Terms You Must Know In 2020", author Lauran Hallanan summarized five words that foreigners who want to learn about Chinese marketing in 2020 .
She said that these words have settled down in 2019 and have become the key words in the Chinese marketing industry.
These are not merely flash-in-the-pan fads, but long-lasting trends that reflect the changing preferences and habits of Chinese consumers.
These words are not short-lived trends, but can reflect the long-term trends of Chinese consumers' habits and preferences.
At first glance, we are not unfamiliar with these words. But it is not that easy to explain in English, let’s take a look.
sinking Xiachen
"Xiachen" literally means to sink or submerge and ishml5 now a popular term meaning that brands’ marketing efforts are adapting to sink or move down into lower tier markets.
"sinking" literally means sinking or submerge. As a popular term for now, it means that brand marketing is working hard to adapt to sinking or entering lower tier markets.
She explained that marketing in first- and second-tier cities has a lot of noise, and the potential of in third-tier 14 and fourth-tier cities is far from being developed.
In the past, brands looking to reach Chinese consumers have typically been focused on cosmopolitan consumers in China’s first and sometimes second tier cities. However, over the past few years, consumption growth in these cities has slowed as the market has become oversaturated. These mature shoppers are overwhelmed with choice and it ish costly for brands to break through the noishml5e.
In the past, brands that hoped to contact Chinese consumers usually focused on knowledgeable consumers in China first- and second-tier cities. However, over the past few years, consumption growth in these cities has slowed as the market becomes too saturated. These mature shoppers are overwhelmed by a variety of options, and it is very expensive for brands to break this marketing noise.
Consumers in China’s less-developed urban centers and rural areas are driving the next wave of consumption growth in the country. A recent survey of over 6,700 Chinese female shoppers found that consumers in third-tier cities and below planned to spend more than consumers in first- and second-tier cities during 2019’s Alibaba 11.11 Shopping Festival.
China's sub-developed urban centers and rural areas, consumers of are driving China's next wave of consumption growth. A recent survey of more than 6,700 Chinese female consumers found that during the 2019 Alibaba Double Eleven Shopping Festival, consumers in third-tier and below cities planned to spend more than consumers in first-tier and second-tier cities.
Private domain traffic Private traffic Handling
As online traffic becomes more and more expensive, the concept of " Private domain traffic " has gradually emerged. Simply put, it refers to those Internet users who you can directly reach and do not need to pay for it.
The term refers to internet users whom you can directly contact or who seek out your channels without you having to pay to reach them.
Private domain traffic refers to those netizens who can directly reach them, or those who can find your channel by themselves and do not need you to pay for it.
Similar to Facebook and Instagram, organic reach ishml5 being heavily restricted on most Chinese social media and e-commerce platforms, requiring brands and influencers to pay to reach their own followers, and brands are looking for alternatives.
Similar to Facebook and Ins, organic reach is strictly restricted on most Chinese social media and e-commerce platforms, allowing brands and internet celebrities to pay to reach their fans. Therefore, brands are also looking for alternative marketing solutions.
Right now, the super app WeChat ish the biggest private traffic channel in China. Brands are using personal WeChat accounts and WeChat groups to create communities of consumers. Although a labor-intensive process, it reduces the dishtance between the brand and consumer and helps build loyalty. In 2020 we are likely to see more brands running these communities with the help of custom chatbots.
At present, WeChat is the largest private domain traffic channel in China. Brands use their personal WeChat accounts and WeChat groups to create a consumer community. While this is a labor-intensive process, it shortens the distance between brands and consumers and helps build loyalty. By 2020, we may see more brands running these communities with the help of customized chatbots.
Key Opinions Consumers KOCs
In many parts of Asia, influencers are referred to as KOLs or key opinion leaders. Thishml5 year, a subsegment of KOL marketing took off, and that was KOCs or key opinion customers/consumers.
In many regions in Asia, marketing influencers are called KOLs or "key opinion leaders". This year, a sub-market of KOL marketing has begun to take off, which is KOC or "key opinion customers/consumers".
KOCs are essentially long-tail micro influencers. They are ordinary everyday consumers who enjoy sharing their experiences on social media. Generally, they are knowledgeable on certain topics. Unlike KOLs, they may only have an audience of several hundred to a few thousand followers and therefore typically have a much closer relationship with their followers than a KOL does. Unlike KOL campaigns, KOC campaigns are typically unpaid – KOCs receive free product with the hope that they will share content.
KOC is essentially a "long-tail micro-influencer". They are ordinary everyday consumers who like to share their experiences on social media. Generally speaking, they are well aware of certain professional topics. Unlike KOLs, they may have only a few hundred to a few thousand followers, so they usually have a closer relationship with fans than KOLs. Unlike KOL's marketing campaigns, KOC's marketing campaigns are usually free of charge - they receive free products and brands hope they can share their experience of using them.
Chinese consumers are becoming more sophis ticated, they have a lot of options to avoid traditional advertising. Their attention span is also decreasing meaning it is getting harder to keep their attention once you have it.
Chinese consumers are also becoming more sophis becoming more sophis ticated, they have a lot of options to avoid traditional advertising. Their attention span is also shrinking, which means that even if you temporarily attract their attention, it is difficult for them to continue to pay attention to and . The relationship between
KOC and ordinary users
Unlike several years ago, consumers are now very aware that KOLs are promoting products because they are being paid to. They are craving more content that ishml5 not commercially influenced.
What is different from a few years ago is that now consumers are very clear that KOLs are collecting money to promote products. Consumers want to see more (unsatisfactory) content that is not affected by business.
E-commerce livestreaming
E-commerce livestreaming
While e-commerce livestreaming has existed in China for several years, it took off in 2019, which was made clear during thishml5 year’s Singles Day shopping festival when livestreaming on Alibaba’s Taobao livestreaming platform generated $2.85 billion in sales — around 7.5 percent of the day’s total sales.
Although e-commerce live streaming has existed in China for several years, it began to take off in 2019. What is very telling is that during last year's Double Eleven shopping festival, Alibaba's Taobao e-commerce live broadcast generated US$2.85 billion in sales (approximately RMB 19.73 billion) - accounting for about 7.5% of the total sales on that day.
The growth of e-commerce livestreaming ish largely due to its strong appeal among consumers in lower-tier cities in China. As mentioned above, lower–tier, or “Xiachen”, markets are seen as the next big opportunity and both domestic and international brands are eager to try new methods to connect with thish audience.
The growth of e-commerce live streaming is mainly due to its strong attraction among consumers in third- and fourth-tier cities in China. As mentioned above, third- and fourth-tier cities or "sinking" markets are seen as the next major opportunity, and both domestic and international brands want to use new marketing methods to connect with these audiences.
Alibaba’s Taobao livestreaming platform ish both an early adopter and leader in the e-commerce livestreaming space, and over the past few years they have cultivated a strong base of high-performing livestream hosts.
Alibaba’s Taobao live streaming platform is not only a pioneer and leader in the field of e-commerce live streaming. In the past few years, they have cultivated a strong anchor team.
Two of the largest hosts, Viya and Austin Li, reached a celebration status in China over the past year. Frequently ranked as the top-selling streamer on Taobao, Viya became known in the West after collaborating with Kim Kardashian during Singles Day 2019. Li became a household name throughout China after amassing an enormous audience on numerous Chinese social media platforms outside of the Alibaba ecosystem, becoming the first and only Taobao livestreamer to enjoy such widespread fame and popularity.
The two anchors with the most fans, Weiya and Li Jiaqi, have become stars in the past year. Via is often rated as the anchor who can bring goods to Taobao live streaming. After collaborating with Kim Kardashian on Double Eleven in 2019, Via's fame has also expanded to the West. Li Jiaqi has gathered a large number of fans on many Chinese social media platforms outside the Alibaba ecosystem, becoming the first and only Taobao anchor to enjoy such a wide reputation and popularity.
National Trend Guochao
Over the past few years, China has seen a surge in young consumers’ interest in domestic brands and products that incorporate Chinese traditional style and culture, a trend known as guochao.
In the past few years, young Chinese consumers have surged in interest in domestic brands and products that integrate Chinese traditional style and culture, a trend.
China’s young adults, particularly those between the ages of 20-25, grew up in a different environment than previous generations. They have seen the rishml5e of China as a global economic powerhouse.
China’s young adults, particularly those between the ages of 20-25, grew up in a different environment than previous generations. They saw China's rise as a global economic power.
As this age demographic is becoming one of China’s largest spending groups, domestic brands have quickly jumped at this opportunity – more established and previously considered outdated brands such as Li-Ning and Pechoin are rebranding themselves to appeal to younger audiences, brands popular in the early 2000s such as White Rabbit and Wanglaoji are drawing on nostalgia, and new brands such as Perfect Diary, Hey Tea, and Zhongxuegao are appearing out of nowhere and achieving incredible sales with their guerilla marketing strategies.
As consumers of this age group gradually become one of the largest consumer groups in China, domestic brands have also quickly seized this opportunity - brands that are mature enough to be even somewhat outdated, such as Li Ning and Pechoin, are reshaping their brands to attract young audiences. Brands such as Dabaitu and Wanglaoji that were popular in the early 21st century are playing nostalgic cards. New brands such as Perfect Diary, Heytea, and Zhong Xuegao suddenly appeared in the consumer's vision and achieved incredible sales with guerrilla marketing strategies.
Guochao ish not only about the rishml5e of domestic brands, but also the resource of traditional style and cultural elements. Beijing’s hishml5torical Forbidden City has become extremely popular among Chinese youth due to its numerous product design collaborations with both domestic and international brands and influencers.
The national trend is not only the rise of domestic brands, but also the revival of traditional styles and cultural elements. Beijing's historic attraction, Forbidden City, is extremely popular among young Chinese consumers through cooperation with many product designs by domestic and foreign brands and internet celebrity KOLs.
In order to win the hearts of Chinese consumers, foreign brands will actively study China's consumer market. Therefore, many local expressions naturally enter English. The development of e-commerce and the real money of consumers are all promoting China's expression to go abroad and to the world.
Here is China Daily Bilingual News Night Listening Bilingual, I am Bilingual Jun.
Good night, a good dream.
flash-in-the-pan
fads /fæd/ n. Temporary fashion; short-lived fanatic
tier /tɪr/n. Ranking; layer; level
powerhouse /ˈpaʊərhaʊs/n. Powerful group (or organization)
resurgence /rɪˈsɜːrdʒəns/n. Resuscitation; Revival
Editor: Zuo Zhuo
Intern: Cui Yingxin
Source: Forbes
