Whilst some luxury brands such as Burberry were initially reticent about using shopping sites such as TMall because of trepidation over the ‘grey’ market, the ecommerce site could well be one of the most beneficial platforms for smaller, lesser known Western brands to set up if they want to reach the breadth of Chinese citizens.
It’s something that Western marketers may have steered clear of in the last few years but there is some evidence that aiming advertising at the older generation in China could have substantial benefits. The general apocryphal view is that it is easier to reach China’s ageing population through channels such as television and newspapers rather than online and that social media is just not for them.
City Tiers No Longer Tell the Whole Story for Social Media Marketers
For marketing purposes, companies have tended to look at China’s vast population in terms of City Tiers. Types of city have different characteristics and can affect the way many brands, especially in the West, approach them, both on social media and via other digital marketing methods.
Western brands that are trying to get to grips with social media in China know that it is a fast paced and often complex arena and, with nearly 600 million users and a year on year growth of over 165% for mobile shopping, it’s something they have to work hard to keep up with.
Here is our top trend for 2014: