In 2020, money flowed into the male cosmetics market with financing numbers hitting record and newly founded brands like Make Essence (理然) selling over 200 million worth of products in 2020.

But not all brands succeed... like House99,  promoted by L’Oreal Group and the famous football player Beckham.

So what are the key marketing success factors for male cosmetics in China?

Keep it simple and easy to use - "The more convenient, the better" not so long ago, soap was pretty much it in terms of daycare. Avoid complex cosmetics terms such as toner, lotion, cream, cleansing, foundation, lipsticks, etc. Today, shampoo, shower gel, and cleansing are the three top popular products.

Affordable price. According to the data from Tmall, Make Essence’s bestseller, a fragrancy shower gel, is only priced at 79.9 yuan. As a result, it achieved 10,000+ monthly sales units. On the contrary, male shower gel products from big brands; such as Dior and Chanel, only have hundreds of monthly sales units.

Clear and unique selling point. Many new brands all position themselves as comprehensive male care brands, with product prices around 100 yuan and SKUs involving: cleansing, tone-up creams, hair spray, eau de toilette, etc. Brands need to find the right approach to stand out. Keep in mind that generation Z has become an essential consumption power in this market.

#cosmetics#skincare#chinabusiness#malegrooming#chinamarketing#chinamarket#genzmarketing#chinaecommerce#chinatrends#marketing#beauty#china

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Case Study - Storytelling & Photography

Photography and hand painting are both arts, and artists always recognize each other. When Julien Moreau, Next Ren Creative Director met with Grace Liu, Managing Director of Asianera, there was an instant connection. 

Julien Moreau was amazed by the incredible quality of the porcelain and the fresh uniqueness of the design. He immediately knew that his camera could capture the beauty already achieved by the porcelain artists. So, he put his creative mind to work, to bring the branding and marketing of Asianera to the level that their high-end high-quality porcelains deserve. 

Providing Asianera with photography and digital branding was a beautiful opportunity to show how storytelling can serve marketing; especially in a digital world where visuals are key aspects of the user experience.

As previously mentioned, authentic photography is a must-have for digital marketing and the Asianera case study is here to demonstrate this fact.

Creative collaboration

Julien Moreau, Creative Director of Next Ren:

"This is a project where storytelling again was the key. The real challenge was to create the perfect environment to highlight those fine porcelains in a distinctive way, and it was wonderful to imagine these environments with Grace. Together we aimed at finding the perfect balance to stay true to Asianera’s art pieces as well as build unique stories where the viewer’s mind can escape."

Grace Liu, Managing Director:

"Working with Julien and Next Ren was a real pleasure. Julien's creative mind really helped us, and in the end, the pictures speak for themselves. It is very difficult to find a photographer who is technically skilled in the craft of photography but also has a keen creative mind.  This is the beginning of a productive collaboration and we have found a great partner!"

Discover Asianera’s pictures behind the scenes below. 

Reach out to our team at Next 人 to help you; with photo and video shooting to build authentic marketing content that represents your company’s values. 

The post Next Ren amazing photos of hand-painted fine china by Asianera appeared first on Next 人.

In the post-COVID 19 era where buying behaviour relies heavily on e-commerce, retailers need to, more than ever, reinvent their model and instore shopper experience, in order to attract traffic back in store.

LITTLE B, from The Beast group, has partnered with the digital agency Next Ren and the design agency centdegrés to create the “Little B Box”, a unique experience including a digital interactive game.

Feel free to come visit us at SCBE on booth 2N09 in Hall 2. Discover a playful retail experience mixing online and offline features tailor-made to the beauty industry. Visitors will also be able to win a gift matching their personality. 

Stay tuned, more details on the game to come in the next days.

The exhibition will be held in Shenzhen Convention & Exhibition Centre from July 30 to August 1.

This experience is made possible thanks to the collaboration of partners presented below.

Next Ren - Building your digital presence in China

Next 人 is a digital marketing agency that challenges the status quo to unleash your brand full potential in China.

Our Services:

- Digital Marketing Strategy

- Social Media (WeChat, Sina Weibo...)

- Content Creation (Copy, Photo, Videos)

- Web Development & Design (Websites, WeChat Mini-programs, Native APP, Interactive games...)

Founded in Paris in 1988 by David Nitlich and Elie Papiernik, centdegrés is an independent international brand intelligence and design firm. The agency aims to build strategically unique, valuable, durable, desirable brands for local clients. In China since 2008, centdegrés has acquired a good understanding of the Chinese culture and heritage. Chinese background combined with the French creative expertise allows the agency to answer accurately its clients demand.

LITTLE B is a bold attempt made by The Beast in the field of beauty. As a lucid, lively and fashionable concept store, it offers not only a place for shopping, but also a site for exhibitions, intentionally fuzzes up the boundary between life and art, and advocates the life aesthetics of “LIVE A LITTLE, LIKE A BEAST”.

The new expo positions centrally in "Creating a New Era of Beauty Industry in Greater Bay Area" and targets at the development needs of new generations of consumer groups, high-tech new retail channels and manufacturing enterprises. The three magnates of major beauty exhibitions, i.e., Bologna Fiere, Informa Markets and Shanghai Baiwen Exhibition Co Ltd will jointly host the South China Beauty Expo in Shenzhen Convention & Exhibition Centre from July 30 to August 1, 2020.

The post Next Ren creates a unique digital experience for South China Beauty Expo appeared first on Next 人.

Let’s explore how the COVID-19 has impacted Chinese expectations in terms of travel, how they are preparing their future trip online, and finally why tourism professionals (Airlines, Hospitality, Entertainment...) should reach out to them now.

Chinese Revenge Traveling has already started

The COVID-19 has created a significant amount of frustration on Chinese consumers, especially on those with the highest income brackets. As such, wealthy Chinese plans to spend more after the crisis. Where do they plan to spend the most? On experiences and travel for a vast majority. Around 80% of affluent Chinese millennials said they will travel more after the crisis!

During the crisis, Chinese consumers have spent hours online day-dreaming about their future trips. They had plenty of time to explore in detail and on multiple platforms different destinations. Here are the key digital trends we observe regarding travel:

Which destinations are the Chinese travelers considering the most?

According to a study conducted by CTrip, Thailand, Japan, Singapore, Vietnam, and Dubai are the 5 most desirable destinations. Also, Oceania, Korea, and Northern Europe are also part of the most considered destinations.

What are the expectations of Chinese travelers post-COVID-19?

According to a study by China Luxury Advisors, 43% of the respondents expect to relax during their next travel. Among the activities considered, sightseeing remains the most popular (32%), but a fast-growing segment is interested in nature activities (25%).

Also, Chinese travelers will favor independent experiences rather than groups traveling. For example, over 80% did not want to travel in groups to visit a destination like Vietnam!

When the Chinese will start traveling again? 

Because of international traveling restrictions, Chinese travelers are focusing on domestic travel destinations for now. However, the massive numbers of travelers are showing their eagerness to travel and confidence in the “New Normal”.

During May Holidays, over 115 million Chinese traveled in China. 

For international travelers, more than 30% of Chinese people are confident and willing to travel outside of China this year. August and October are the period they believe will be the most favorable to do so.

Digital Traveler Journey: how Chinese prepare for their future trip online?

Discovery & Inspiration - Social Media and short videos platforms (Sina Weibo, XiaoHongShu, Douyin)

Before considering a future destination, the Chinese seek ideas and inspiration online. This discovery step in the Chinese tourist journey is key and rely mainly on Chinese social media platforms like XiaoHongShu (RED) and short videos shared on APP like Douyin (TikTok).

On XiaoHongShu (A Pinterest-like APP), Chinese travelers can explore pictures with reviews and comments posted by other users. XiaoHongShu is very popular among Independent Chinese travelers, especially young women tourists. Beyond travel, the APP is also used to prepare for shopping, especially luxury items that are bought outside China (Duty-free shopping).

Consideration & Exploration - Travel Forums (Qyer, Mafengo)

Once they start considering a destination to travel to, Chinese tourists will explore forums, like Qyer or Mafengo to prepare their trip and select activities and places recommended by their peers.

Chinese travelers prepare their trip in advance and with the COVID-19 crisis this habit is getting stronger. 

Mafengo is helping over 120 million users to prepare their trip every month and is a reference for young Chinese travelers. With Mafengo, they can read and share travel guides, read reviews, and tips about their destination (Hotels, restaurants, place of interest, museum…)

Qyer is a direct competitor of Mafengo, with a strong community who posted multiple articles and discussions about the places they have visited. The platform also includes trip planning tools and e-commerce features.

Purchase and after-sales - Online Travel Agent (CTrip, Fliggy, Qunar)

To book their trips, Chinese tourists will favor online travel agents. They will browse through different digital APP to find the best prices and discounts. OTA will be used from booking airplane tickets, hotels, and activities.

The OTA will be used before the trip but also during the trip to book some last-minute activities like museum tickets. This is especially useful for independent travelers who like to keep flexibility in the way they travel. After the travel, OTA can also be used to review and rate their experience online.

WeChat - The Chinese Traveler Companion - One APP for everything 

As the most popular APP in China, WeChat is widely used by Chinese travelers, before, during, and after their travel.

First, Chinese travelers will use WeChat to stay in touch with their friends and family during their trip. They will share their journey with Moments.

Beyond the social activities, WeChat will be leverage to prepare their trips. WeChat Official accounts and mini-programs are a very rich eco-system. It is ideal to find inspiration and explore potential destinations.

Furthermore, with WeChat Pay, Chinese travelers can now pay easily online and offline during their trips.

Digital marketing strategies to attract Chinese travelers post-COVID-19

The tourism industry is one of the most impacted sectors by the COVID-19 crisis. However, recovery is on its way and Chinese are a key target audience to reach out. Let’s discuss some digital marketing strategies, you can implement to gain visibility in China.

Target young independent Chinese travelers 

Chinese will favor independent traveling to groups travels. It’s a long-lasting trend that is strengthened by the COVID-19 crisis. In January, China put a ban on outbound group travel, but not on independent travel. Also, independent travelers are more flexible in their decision process, and will be the ones to start traveling first.

Grow your visibility on Chinese social media and travel forums

Create content about your activity and offers on the platforms use the most to find inspiration and do research like Xiahongshu, Sina Weibo, Mafengo, and of course WeChat. In the meantime, make sure to be active and use social media to listen and engage in social discussions about your destination.

You must be an expert about your destination and be capable to help and advise Chinese netizen directly on the platform they use.

Simplify Chinese customer journey from online to offline

Make sure to simplify the customer journey of your Chinese client. First, start leveraging WeChat official account to answer their questions online before their travel. Also, make sure to provide all relevant information easily accessible in Chinese. Finally, encourage Chinese visitors to review your activity online.

Build partnerships with travel and lifestyle influencers & KOL (Key Opinion leaders)

Give more visibility to your business by building partnerships with Chinese influencers who specialize in travel. First, you can follow them on platforms like Sina Weibo and engage with their content. Then, you can invite them to experience your activity and place when they travel to your destination. Finally, you can build cooperation with them to create some special content about your destination.

Work with a digital marketing agency to build campaigns and content in China

Use the support and expertise of a Chinese digital marketing agency like Next Ren Shanghai to create content in Chinese. First, Next Ren, a digital marketing agency, will establish your online presence on the relevant platforms. Then, we will promote your destination with the creative social media content, KOL collaboration, and campaigns. Finally to help you simplify your customer journey, we can create dedicated digital experiences like WeChat mini-programs and e-shop.

Reach out to Next Ren Shanghai team, your digital marketing expert to engage with Chinese travelers.

Next Ren is a digital marketing agency in Shanghai. We are experts in social media marketing (WeChat, Sina Weibo, RED, Douyin...). Every day, our team builds digital content and campaigns for international and local brands.

Follow us on LinkedIn and WeChat to stay updated on WeChat trends.

The post Digital journey of Chinese travelers post-COVID19 appeared first on Next 人.

So, in this article we will review which Chinese digital platforms are getting the most attention and spending from marketers. 

• Which platforms are hot and get the most attention ?
• How does it reflect Chinese consumers behaviors online ?
• Which digital marketing strategy you should adopt for advertising in China ?

Digital Marketing Spending in China: The Trends 

Before diving into the details, let’s have a look at the overall digital advertising spending in China.

In 2019, digital advertising spendings value will grow over 90 billions of USD with a growth rate of 18%. Today, digital represents almost 70% of the total media spendings in China.

Even if the market speed of growth will decrease in the coming years, we can see the large domination of digital marketing over traditional media in China.

E-commerce in China - A key focus of digital advertising spending.

Today, promotion and media buying in China are directed more and more to e-commerce platforms. The focus on e-commerce is a lasting trend in term of digital marketing. Over the last years, brands have been focusing their marketing spending on e-commerce platforms to impact online sales directly and efficiently. 

As a matter of fact, Alibaba has seen its market share of digital spending growing over the last five years from 21% in 2015 to 29% in 2019. Today, Alibaba is generating 50 RMB by quarter for each daily active user.

Discover the best e-commerce to sale your product in China

Digital marketing video platforms on the rise - Douyin, Kuaishou and Bilibili 

Short video platforms have captured more and more time from Chinese internet users.

As so, Douyin (also known as TikTok outside of China) is on the rise and is attracting more and more money from digital marketing agencies. 

In fact, Bytedance, the owner of Douyin and the news related platform Toutiao, is now the second largest ads platform in China with 18% of the Digital Spending. It quickly rose from only 2% back in 2016.

The popularity of video platforms among advertisers is directly related to the time spent by internet users. Everyday, Douyin users spend 88 minutes on the APP. With 83 minutes, Bilibili is not far behind and even beats the time spent on WeChat (82 minutes).

Chinese Social Media marketing: still an easy way to reach massive audiences

While Tencent (WeChat owner) has seen a slight decrease of 1% of its market share, Sina Weibo remains stable.

Most marketers consider those two platforms to be mature now and will maintain their level of spending as social media allow them to reach very easily massive audiences.

With 765 millions of daily users (DAU) for WeChat and 188 millions DAU for Sina Weibo, both platforms are still very performant to reach audiences from multiple demographics and profiles very easily. Also, the cost of digital advertising can be attractive, especially on Sina Weibo.

Learn how to buy media on WeChat

How to define your advertising strategy for digital marketing in China ?

Deciding where, when and how you should invest your advertising budget is not an easy task. This is especially true in China where the platforms are diverse, versatile with advertising systems not always easy to understand.

As a digital marketing agency in China, Next Ren Shanghai will be looking at those key aspects to help your decision:

• Brand Maturity in China. If you are new to the market, your investment will be strongly different from a more mature brand. As a matter of fact, you should focus your advertising budget on one or two platforms to maximize your impact and build an audience in China.

• Target audience in China. Who are you targeting ? The location and profile of your target audience will have a strong impact on the platforms you will select. Platform will have different targeting system and tools that will impact your advertising campaign. If you are targeting a very narrow audience, you will favor multiple platforms and collaboration with specialized KOL to make sure to reach out this specific target.

How to find KOL in China to promote your brand ?

• Industry specificities in China. Your industry and business will of course be another determining factor. If you are in the travel/ tourism industry, you will need to consider some specific platforms like Fliggy or Qunar.

As you can see, they are a wide range of aspects to consider and discuss. Our digital marketing agency will help you make well informed decisions to grow your digital presence in China. 

Next Ren is a digital marketing agency in Shanghai.

Follow us on LinkedIn and WeChat to stay updated on WeChat trends.

The post Which digital marketing platforms to choose for advertising in China ? appeared first on Next 人.

As a matter of fact, Chinese New Year  is the most active marketing period for brands on WeChat ! This year, marketers have been very creative, and WeChat was a key platform to share CNY campaigns.  Let’s see how brands have build their WeChat marketing to celebrate the year of the rat.

Click here to discover the best Chinese New Year campaigns videos of 2020.

WeChat customized stickers

Nike-  WeChat Chinese New Year  Campaign - Case Study

Nike has collaborated with WeChat to create a “rain” of customized new year stickers displaying Nike logo, as soon as you type "Nike" in a chat. 

The animation is launched every time a user send the keyword “Nike” to a friend or in a group chat. When the stickers are raining, WeChat user can tap a pulsating bag to access a dedicated WeChat Mini-program with a lucky draw to obtain coupons for Nike !

Click here to watch Nike Chinese New Year video

WeChat tailor-made hongbaos (Red packets)

WeChat has created a dedicated open platform, The Red Packet Cover Open Platform. There, brands with WeChat official accounts can create customized WeChat hongbaos.

Users received a tailor made hong baos when they make a purchase or are part of the brand loyalty program on WeChat. User can then collect the red envelopes to receive discounts and coupons from the brands.

Disney X Gucci - WeChat Chinese New Year 2020 Campaign - Case Study

To celebrate the year of the rat, Gucci has collaborate with Disney and the most famous mouses in the world, Mickey and Minnie !

Gucci and Disney have created a special collection of products including clothes and handbags !

To activate this CNY campaign on WeChat, Gucci and Disney have created a WeChat customized hongbaos. 

When the user open the red packet he access the video of the campaign and join a lucky draw including WeChat coupons and discounts.

WeChat Marketing Games

Burberry - WeChat Chinese New Year Campaign - Case Study

To celebrate the year of the rat, Burberry has created a dedicated mascot, called Ratberry. The mascot appears in a dedicated Chinese New Year collection including clothes or scarfs.

On WeChat, Burberry has launched a special game who aims to connect more closely with millenials. User can also find special stickers and a customized red packet.

To create a WeChat on campaign for your brand, reach out to Next Ren, your WeChat agency in Shanghai and globally !

The post WeChat Marketing | Branded hongbaos, stickers and games for CNY appeared first on Next 人.

Nike: Catch me if you can for Chinese New Year !

A great story around the tradition of the CNY Hong Bao. Hong Bao are small red envelopes filled with cash and offered as a gift for special moments including weddings. For Chinese New Year, they are shared with kids and elders as a sign of respect. With this ad, Nike builds a great story and gives a funny twist to this Hong Bao tradition.

Apple: Mother eternal love & the story of strong independent women in China

For Chinese New Year 2020, Apple brings us a very emotional and inspiring marketing campaign. Sharing the story of a young single mum who fights for her independence despite existing pressures from her environment. The daily life of this taxi driver is played by Zhou Xun. The story shows that above all the love of mothers can overcome all challenges especially on Chinese New Year.

AirBnb: Reuniting with the ones you love for Chinese New Year

Many young women and men in China are now living and working in large cities in China. Not all of them can go back home to their parents for Chinese New Year. AirBnb with some emotional marketing campaign shows us how they bring families together for the holidays.

Adidas: Energize your Chinese New Year party

In 2020, Adidas celebrates Chinese New Year with an ad mixing Chinese traditions and an electronic club party. By mixing Chinese traditions and cultural reference with a young and dynamic tone, Adidas is definitely boosting our holiday mood.

Carlsberg: Some elevator fun for Chinese New Year

Carlsberg is taking us on an elevator ride ! The doors open on diverse Chinese New Year celebrations at every floors. No matter the party, Carlsberg will always be joining in.

Ecommerce platforms celebrate Chinese New Year !

Both Tmall from Alibaba and JD are celebrating Chinese New Year with special ads. Chinese New year is a key marketing and sales period for e-commerce platforms.

First, Tmall is taking a stance with a gay-friendly ad. This is a very unique and courageous ad as the public conversation around LGBT is still pretty rare in China. 

On another hand, JD brings us a collaboration with a key monument of Chinese history, the Forbidden City !

Durex: Bringing the “Raght” protection 

A great visual created by Durex for Chinese New Year ! This is a smart way to place the product at the center of your marketing communication for Chinese New Year.

And you wish one did you prefer ?

Reach out to Next Ren Agency to have work and brainstorm on your next marketing campaign in China !

Follow us on LinkedIn to stay tune !

The post Chinese New Year 2020 : Top 8 Marketing Campaigns appeared first on Next 人.

We will explain in this article why investing in photography is a smart choice and will help your digital marketing in China:

• E-commerce, where photography is key to display your product in a positive manner.
• Social Media, where platforms like WeChat or Sina Weibo still rely heavily on static visual assets on a daily basis.
• Search Engine Optimization (SEO), where searching images is a common behavior to find inspiration.

Furthermore, we will show how photography impacts the branding and the perception of brands in China.

Photography : a few tips to improve your E-Commerce performances

On e-commerce, user do not have time to load and watch dozens of video to review different products. See here how good pictures will make the difference between a sale or a fail.

Keep the main picture of your product simple with a white background and focus on the main element of differentiation.

On Tmall or Tabao, visitors are searching and browsing through images of hundreds of products; before selecting the one to review in detail. As such, the main picture of your product will have a strong impact on the customer decision to click; and discover more about your product. 

Case Study : DJI

Add multiples angles and details of your product

On your product page of your TMall or JD.com, include pictures of details as well as different angles. Keep in mind to maintain a good picture quality so people can easily zoom in.

You can also add pictures of details so visitors can experience your product as in retail.

Case Study : Kailas

Stage your product in action and show its benefits

Understanding how the product works and its benefits is a key expectations for Chinese digital buyers. At this stage, a video can add a lot of value and help the Chinese visitors with their decision. However a photography can easily illustrate how the product can be used; and its key benefits for example with a before/after picture set. 

Case Study : Dyson

Review the format and specificities of each e-commerce platforms

In China, e-commerce platforms are numerous and evolving very fast. New ones can be launched and become popular in a few month. As such, having a qualitative and genuine photographic library is an asset to adapt quickly to the changing Chinese market.

Before launching your product on a new platform, review the format recommended for each picture. You must also understand the options that are available - like 360° pictures for example.

Case Study : OnRunning - Tmall

Keep consistency across all your products

Case Study : Microsoft

In China, with coupons, loyalty programs and strong client servicing, vendors are showing great effort to drive multiple visits and repurchasing from their customers.

Having a strong visual consistency on your shop will help to drive more purchase acts from new and existing customers.

Read here more on how to build your e-commerce presence in China

Photography for Social Media Marketing

Photography: Sharing is caring

In China, users follow brands on social media because they have a special bond and a sense of community with the company’s values. Also, having a KOL (Key Opinion Leader) or a KOC (Key Opinion Consumer) will definitely strengthen the connection between users and brand; allowing them to re-share their favorite images.

Brands can also use Photography to illustrate their values and show what they care about.

WeChat 

On WeChat, the main content is an article which can be 5-6 mobile pages long. With such format, having a rich library of assets to illustrate your article is a must have. Also, animations and dynamic contents like carrousel are very popular. As such, the volume of pictures you are using in a single article is around twelve ! 

Read here how to create engaging and innovative content on WeChat

SEO : How images can improve your website ranking

Pictures browsing in Baidu Images

Using search engines like Baidu or Sohu to browse through pictures to find relevant contents and products is a common practice in China. Even if it’s less impactful than Google, Chinese search engine platforms will display multiple images depending on your search by default.

As such, having eye-catching pictures well referenced in Chinese search engine will help both your websites and e-commerce platforms.

Optimize your images ranking

To optimize your images’ ranking on SEO, there are a few easy tricks : start for example by adding the name of your images in Chinese on the title and on all the connected images on your website.

Also, keep in mind that having a website locally hosted in China with a .cn address and an ICP licence will be key to optimize your website on Chinese search engine.

Read more here on how to start doing SEO in China.

Photography for branding 

To conclude, keep in mind that visual assets are key elements in order to build your brand image and your positioning in China.

Of course, overusing common stocks photos and photoshopping will end up negatively impacting the perception of your brand. Photography is at the heart of your visual identity and a key focus of marketing strategy.

So, to show your customers you are a real, genuine, positive and caring brand, use photography as a key tool of your digital marketing.

Reach out to our team at Next 人 to help you with photo and video shooting to build authentic marketing content that represent your company’s values. 

The post Authentic photography | A must-have for digital marketing appeared first on Next 人.

So, how to do marketing on Douyin (Tiktok) ?

First, we will explore how Douyin gives some great insights about Chinese people online behaviors and preferences. Also, we will see the evolution of Chinese consumers online habits. You can do marketing on Douyin (Tiktok) by listening and learning about your customers interests.

Second, we will review the video marketing opportunities for brands in China. You can do marketing on Douyin (Tiktok) by sharing and advertising on the platform.

Douyin: Chinese Consumers Insights and Behaviors

Early January 2020, Bitydance released on their WeChat account a detailed report on Chinese users behaviors and preference on the APP. This report in Chinese gives a great glimpse on how Chinese consumers behave online and what their preferences are.

The report is structured around 6 main parts:

• Chinese daily life: what do Chinese users share and like on Douyin
• Chinese preferences in terms of music and topics depending on their generation
• Travel favorite destinations for Chinese consumers
• Favorite food for Chinese consumers
• What Chinese are learning on Douyin 
• Cultural interest of the Chinese people

To start, we can see that family is at the heart of the APP with parents releasing over 3.08 millions videos every day with their children. Important moments of life are also celebrated - wedding is the most popular with 7 millions videos, followed by birth with over 1.7 millions videos.

Also, Chinese people love their pets, and the favorite dog of the platform was the Husky ! From a job perspective, teachers got the most attention followed by nurses.

In the meantime, the report shows that interests vary with age. For the ones born in the :

• 60's : Dancing & Weddings
• 70's : Food & Crafting
• 80's : Parenting & Scenic views
• 90's : Scenic views & City Exploration/Shopping
• 00's : Animation & Pets

Travel is also a very popular topic, with over 660 millions check-in. Bangkok, Seoul and Tokyo are the most popular cities abroad on Douyin ! Paris only comes in 9th position behind London (7th), Dubai (6th) and Singapore (5th). 

Finally,  Education is a key behavior on Douyin. We observe that influencers (KOL)  with more than 10,000 followers released over 14,89 Millions of videos with an average of 100,000 views. Cooking is the most popular topic for educational videos, followed by language learning.

How to do marketing on Douyin ?

With such popularity in China, Douyin is a platform that is attractive to do digital marketing. So how to start doing digital marketing on Douyin ?

First, you need to create short and impactful video contents. The most popular formats are short video around 15s. You will need to work with a video marketing agency, like Next Ren, to create some video content. You will need to create a significant volume of short videos to increase the chance of one of them going viral.

Then, to maximize the views on your content, you should work with influencers and key opinion leaders that are officially registered on the platform. You can work with an Influencer/ KOL agency, like Next Ren, to help you identify the right partners.

To conclude, Tiktok has a lot of value when you are a marketer interested in the Chinese market. First, it helps you understand trends in the market and how young generations behave (Chinese millenials, Gen-Z). Keep in mind that over 42% of users are less than 25 year old. Second, you can create viral content on the platform and can collaborate with influencer and KOL to get more exposure.

Next Ren is a digital agency in China who can help you build your campaign on Douyin. 

Follow us on LinkedIn to stay tune !

Source: Bytedance article on WeChat

The post Video Marketing | How Douyin (TikTok) is changing the game appeared first on Next 人.

• Digital Marketing spending will grow by 14%.
• Social Marketing will stay the main focus for advertisers.
• 53% of the advertisers will focus on self produced videos/ micro-films
  

Digital Marketing

First, the digital marketing budget growth will slow down in 2020.

In fact, digital advertising budgets will grow 14% on average in 2020, slower compared to the past 3 years.

Second, most attention will focus on social marketing. As a matter of fact, 71% of the advertisers will increase their social marketing budget in 2020.

As a whole, social marketing budget will grow by 15% in 2020;

In the meantime, social marketing and private traffic pools will be the forms of digital marketing most worthy of attention. Video ads and social e-commerce come in second.

Third, mobile marketing budget continues to grow.

Along 2020, digital marketing budgets will move toward mobile. Also, social media platforms and short-form video platforms will be the main beneficiaries of this growth.

Social Media Marketing & Content

First, KOL marketing will stay a hot topic and focus for 2020.

At the same time, short form videos and live streaming will become more and more popular.

In the meantime, we observe that sports events are a growing interest for advertisers.

Also, 53% of the advertisers will focus on onself-produced videos/micro films for content marketing.

In the meantime, we observe that Marketing AI is the digital marketing technology garnering most advertiser interest.

If you want to discover more, read the full report of the digital marketing trends in China for 2020 below:

To discuss how your brand can improve its digital marketing in China in 2020, feel free to reach out. Next 人 (Next Ren Shanghai) team is looking forward to support you.

Follow us on LinkedIn to stay tune !

The post What will be the digital marketing trends for China in 2020 ? appeared first on Next 人.