{"id":6626,"date":"2020-12-02T07:03:31","date_gmt":"2020-12-02T07:03:31","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=6626"},"modified":"2025-04-23T09:58:05","modified_gmt":"2025-04-23T09:58:05","slug":"how-to-emotionally-engage-with-chinese-consumers","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/how-to-emotionally-engage-with-chinese-consumers\/","title":{"rendered":"How to emotionally engage with Chinese consumers"},"content":{"rendered":"

REDFERN<\/a> DIGITAL AND CBBC<\/a> HAVE PARTNERED TO PRESENT A FOUR-PART SERIES ON DIGITAL RETAIL IN CHINA. THE THIRD PART IN THE SERIES EXPLORES HOW TO EMOTIONALLY ENGAGE YOUR BRAND WITH CHINESE CONSUMERS. SIGN UP AT THE LINK BELOW THE ARTICLE TO TAKE PART IN THE LAST IN THIS SERIES ON WEDNESDAY<\/h2>\n

\"launchpad<\/a><\/p>\n

What are the challenges that UK brands face when entering the China market?<\/strong><\/h3>\n

UK brands need to realise that brand competition is going to be fierce in China, which makes getting the right positioning and communication absolutely crucial. Using an omnichannel approach will allow brands to engage with potential customers through a number of touchpoints and platforms. However, this also means that brands must be consistent throughout so that a strong brand impression can be created and reinforced at each interaction with a consumer.<\/p>\n

How can UK brands keep up in such a fast-paced market environment?<\/strong><\/h3>\n

New trends are constantly being introduced and dying out, so brands need to be flexible and innovative, reacting quickly to a new trend that appeals to the customers before it becomes irrelevant. A brand strategy needs to be reassessed and renewed every year or so in China, as opposed to every five years elsewhere.<\/p>\n

When it comes to Chinese consumers, how can brands understand who their target audience is, and what their target audience wants?<\/strong><\/h3>\n

To position themselves appropriately, brands need to understand their target audience, so knowing demographics, interests, income level, profession, consumption behaviour, and purchasing behaviour. In order to do this, brands can use a number of methods such as social listing, which is when brands look on social media to see what consumers are saying and how competitors are marketing themselves. Brands can also hold focus groups to receive direct feedback and consumer perception of both the brand and the products. Another method brands can use is A\/B testing to see which marketing campaign receives more engagement.<\/p>\n