Jenny Chan’s Post

Unlocking Chinese Social Emotions: Navigating the Landscape In a market driven by emotions, understanding and leveraging social phenomena can enhance your brand's connection with the Chinese audience. From immersing in local experiences to embracing companion marketing and infusing luck into your offerings, resonating with prevailing emotional currents is key. 🏞️ 1. Citywalk Craze: Unleashing Cultural Exploration Citywalk, a burgeoning travel trend capturing the hearts of young explorers. On Xiaohongshu, citywalk topics garnered a staggering 19.75 million+ views. Brands can deepen their connection with the local community by offering more offline experiences. 👥 2. Dazi(搭子) Culture: Embracing Companion Marketing Explore the phenomenon of Dazi Culture, the beloved "companion culture" of the internet. "Dazi" signifies a comforting presence offering emotional support without intense communication, akin to a friend. Brands take note – the focus should be on companion marketing to resonate with this trend. 💸 3. Lottery Scratch Cards: Tapping into Small Lucky Moments Discover the rising popularity of lottery scratch cards among the youth. Young individuals seek solace and small thrills through these cards. Brands can align with this trend by providing a touch of luck in their offerings. Ready to make your mark in the world of Chinese social media marketing? Let emotions guide your strategy, and watch as your brand leaves an indelible mark on the hearts of Chinese consumers! ❤️🌟 Want to know more? Feel free to get in touch with us anytime! #emotionalmarketing #socialmediamarketing #chinamarketing #chinesecustomers #chineseculture #xiaohongshu #Chinesesocialmedia #KatlasMedia

🥭Break Time matlab Tang Time!🍊 ⭐ Tang is owned by Mondelēz International which is the parent company of big brands such as Cadbury Gifting India , Oreo, sour patch kids etc ⭐ This fresh flavored fruit brand, sold in more than 30 countries, was introduced in 1975. ⭐ Tang in space 🌌 - You may not be aware about the association of tang with the US space program in 1960. ⭐ This space age drink was chosen for the Gemini astronauts in 1962 as it was a shelf stable, 'just add water' drink packed with various nutrients and a capability to replenish dehydration and was used for space missions for 10 years which boosted tang's sales. ⭐ In 2001, Tang landed in the Indian market through a partnership with Kraft Foods. It quickly became a go-to choice, positioning itself as a premium yet affordable option, challenging brands like Rasna. Now, check out this cool ad (attached below) targeting kids and their moms. 📺 It shows how Tang is the perfect summer treat for children. 📺 But in 2012, Tang went beyond just selling a product with the 'Recycle' TVC by Bates Asia. 📺 The campaign, "See no evil, Speak no evil, and Hear no evil," focused on a social cause, showing how environmentally conscious kids can make a difference in their society. 📺 Tang was subtly integrated into the message, reminding us how it keeps goodness fresh in both mind and body. That's #BusinessThurday post for the week! Do let me know your suggestions for the next week's post, and which of the facts given above you found interesting. 🔸Follow Mahika Uppal for more!

✨ Knowing Ahead: South Korea’s Key Consumer Trends for 2024 🔊 As we approach the end of the year, the annual publication, ‘Trend Korea,’ unveils the anticipated trends for the upcoming year. Among the 10 trends forecasted for 2024, several have caught our attention. Let's explore them together! 1. Time-Efficient Society ⏱️ Efficiency is becoming paramount over cost-effectiveness. Young Korean office workers are embracing concepts like half-day-off or quarter-day-off, taking two hours off from their working day. Notably, apps such as Tabling and Catch Table, queuing for popular restaurant cafés, are gaining popularity, reflecting a keen interest in #TimeOptimization. 2. Homo Promptus 🤖 The significance of effective interaction with AI is emphasized in the rise of ‘Homo Promptus’. Deciding how to give #orders to AI is crucial as AI can provide answers but not necessarily make accurate judgments. 3. On Dopamine Farming 🤩🫶 The fusion of dopamine and farming, coined as Dopamine Farming, involves seeking novel experiences that elicit fun feelings, fostering a continuous desire for those actions. It highlights the pursuit of enjoyable and rewarding #experiences. 4. Spin-off Projects 🤸♀️🤸🤸♂️ The concept of "spin-off" is evolving across industries, introducing both external and internal aspects of a brand into the market. Brands embrace this strategy have to carry out market research and acquire #ConsumerInsights ahead, execute and promote along with effective marketing communications. 5. Ditto Consumption 🙆🙅 Ditto Consumption reflects the trend of making purchases by following one's decisions, entirely based on personal #preferences on the choice of people (influencers), content, and channels (social and mass media) that reflect personal values. As mentioned previously, one of the 2024 Trend is Time-Efficient Society, hence, consumers will be making decisions purely based on their preferences, and optimized their decision-making process, time is more important than money. Stay tuned for coming years with #Crane, for more insights on dynamic consumer trends and evolving market dynamics! 🔮✨ Reach out to us for insights on marketing and the latest trends in South Korea: https://bit.ly/3XRYnpH #CraneCommunicationsKR #Advertising #AdvertisingInKorea #PublicCommunications #GlobalCommunications #MarketingInsights #MarketingTrends #Marketing #Insights #Trends #Online #TheKMarketingInsights #SouthKorea #ConsumerTrends #SouthKorea2024 #TrendForecast 

🌟 Red Envelope Campaigns & CRM: A Perfect Duo for Chinese New Year 🌟 Luxury brands recently embraced the tradition of digital red envelope campaigns on WeChat Moment ads during CNY. These envelopes, featuring unique designs by top brands, offered users a digital spin on the tradition of gifting money. This shift to digital platforms aligns with China's growing preference for digital transactions, enabling brands to engage with consumers while honoring cultural traditions. Some brands leveraged clienteling via #WeCom to send exclusive red envelopes to VIP customers, achieving impressive opening rates. These campaigns blend brand elements with local culture, emphasizing the importance of cultural understanding in successful marketing strategies. #ChineseNewYear #WeChat #MarketingCampaigns #China 🧧🎁✨💡🤔

For Chinese people, the Lunar New Year holds profound emotional significance. It stands as China's grandest and most culturally emblematic traditional holiday. Brands capitalize on the holiday's seasonal relevance and the heightened shopping fervour among consumers by showcasing their prowess through a myriad of creative marketing campaigns. We delve into four key themes, shedding light on how 𝐛𝐫𝐚𝐧𝐝𝐬 𝐠𝐞𝐚𝐫 𝐮𝐩 𝐟𝐨𝐫 𝐂𝐡𝐢𝐧𝐞𝐬𝐞 𝐍𝐞𝐰 𝐘𝐞𝐚𝐫 to evoke the festive spirit. 𝐇𝐨𝐦𝐞𝐜𝐨𝐦𝐢𝐧𝐠 𝐚𝐧𝐝 𝐑𝐞𝐮𝐧𝐢𝐨𝐧 Chinese New Year, the most significant festival in the Chinese calendar, is a time for family reunions, marking an annual mass migration of urban dwellers returning to their hometowns. It's also a moment for personal reflection and renewal. Under the overarching theme of "reunion," marketing angles centered around the journey home and intergenerational communication are particularly fitting. 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐈𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐨𝐧 𝐢𝐧 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐏𝐫𝐞𝐬𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 Similar to last year, the use of AIGC in content creation remains prominent in this year's Chinese New Year marketing. Brands employ AI and AR, among other digital technologies, to present traditional festive content innovatively, enhancing engagement and revitalizing traditional themes. 𝐀 𝐅𝐫𝐞𝐬𝐡 𝐎𝐮𝐭𝐥𝐨𝐨𝐤 𝐟𝐨𝐫 𝐭𝐡𝐞 𝐍𝐞𝐰 𝐘𝐞𝐚𝐫 Just as with any new year, Chinese New Year marks the beginning of the lunar calendar and brings with it hopeful expectations. It's an opportune time to share a positive outlook on life and embrace a spirit of anticipation. 𝐑𝐞𝐢𝐦𝐚𝐠𝐢𝐧𝐢𝐧𝐠 𝐓𝐫𝐚𝐝𝐢𝐭𝐢𝐨𝐧𝐚𝐥 𝐂𝐮𝐬𝐭𝐨𝐦𝐬 For the Spring Festival, traditional customs take centre stage. From familiar New Year practices to unique regional traditions, brands can immerse consumers in the festive spirit through offline events and engaging content. On the other hand, by combining traditional culture with contemporary trends, brands can create fresh expressions of the New Year atmosphere, injecting new vitality into traditional customs. #KatlasMedia #GlobalExpansion #businessgrowth #CNY

Have you ever heard of LINE, Sina Weibo, or WeChat? These are just a few of the platforms you should know if you aim to target UHNWIs in Asia, especially in China, Japan, South Korea, Taiwan, and Singapore. To learn more about which platforms are popular in Asia, read our latest Drum article via the link below. 

Going into a new market is not a simple plug and play Especially not in China, if you don’t deliberately craft your story one of two things will happen…. Either someone else will do it for you – your distributor or super fans OR you will get lost in the noise and your global message will fall flat From working with many brands big and small entering and operating in China Here are some important tips for getting your message right for Chinese audiences ✅ Do not dumb down your message to make it more memorable ✅ Do not be afraid to “geek out” Chinese consumers love the details of why a specific ingredient will solve a specific problem – Be specific! ✅ Localise your messaging – this does not mean lose your brand DNA. Highlight the message that will resonate most with your specific target audience ✅ Master document – nailing down your message for all partners, KOLs anyone you work with. This will maximise your investment by keeping a consistent message. The Chinese consumer buying western brands in sophisticated, they do their research and they are well informed – don’t under estimate them, do your homework as well! #china #beautybrands #consumers

In this article co-authored with Sylvain Senecal and published at Baltic Journal of Management, we show in two experiments that the impact of online socialness can be improved by activating the shoppers' interdependent-self https://lnkd.in/eXtKDGYQ

The Year of the Dragon is famed in China for being a year of prosperity and abundance, but the news might make you think otherwise. So how are you going to make a difference this year in China? Here are 5 things we’re focusing on at Emerging Comms: Start with strategy China is too big a market to treat as if it’s one type of customer. You wouldn’t do that in the UK, so why would you do it in a market that’s almost 40 times bigger? Understand who your customer is, what they really want from you, and how to reach them. These are the three legs of a stable strategy. Listen, and keep listening If you’ve been in the market for more than a couple of years, you need to make sure it still wants the same things from you. Local competition, economic pressures and just how sophisticated the Chinese consumer is becoming are all shifting the landscape. Tell brand stories Chinese consumers are human too. They react to stories and remember them, just like anyone else. This is what we make sure we do, more than anything else with our influencer campaigns. We tell stories that your best prospects want to hear, to make sense of all the noise in their lives. Respect Chinese channels Marketing on Weibo is still great if you want to reach Grandma, but there are new platforms springing up all the time and they all have their own “vibe”. Do you get annoyed by people posting their TikTok and Twitter content on LinkedIn? It’s the same thing in China. Some channels are all about selling, and some are dead against it. Know which is which and go all in on the best channel for your goals. Follow through. After all that effort, how are you going to handle your new audience and leads? Don’t just hand it off and expect someone local to deal with your whole China market. You need to keep watching the quality of sales service that your new Chinese customers get all the way up to and beyond the sale. You need to watch who’s buying, and if not, where are they going instead? Our most successful customers are the ones that take that information and feed it back to us so we can adapt our campaigns for each cycle. China is still such an untapped market for most western businesses. Will this year be the year you finally break through? #ChinaMarketing #yearofthedragon #marketing #brandstories

🐉OK, this post is a bit late now that Chinese New Year is behind us, however, we wanted to share a bit with the rest of the world about how these campaigns worked in China. 🌟 Red Envelope Campaigns & CRM: A Match Made in Heaven for Chinese New Year 🌟 For weeks, luxury brands were celebrating CNY by launching RED ENVELOPE campaigns on WeChat Moment ads! 💎 These digital red envelopes, which users could click to open, featured unique designs by brands like Cartier, OMEGA, Tiffany & Co., and essentially 98% of the industry. They offered digital red envelope covers for users to share, along with heartfelt New Year’s wishes, social media profile backgrounds, and limited edition promotions. 🧧 Why were these red envelopes so IMPACTFUL in China? With DIGITAL TRANSACTIONS on the rise, China's cherished tradition of gifting money in red envelopes has transitioned smoothly to platforms like WeChat, allowing CNY celebrations to take a digital form, complete with monetary gifts and well wishes among friends and family. 🎁 By offering specially designed red envelope covers on WeChat Moments, brands not only celebrated with the LOCAL market, but also effectively engaged with consumers and promoted their brands during one of China’s key cultural festivals. ✨ Furthermore, some brands seized the opportunity to distribute red envelopes exclusively through one-on-one CLIENTELING leveraging #WeCom. These limited edition envelope campaigns, sent directly to Very Important Customers (VIC), achieved impressive OPENING RATES of up to 98%. This approach provided a unique opportunity for brands to connect with their users. Timing these distributions wisely was crucial to avoid competition with multiple other brands simultaneously. 💡Red envelope campaigns help effectively blend the brand elements with local cultural aesthetics, enhancing public image and strengthening customer relationships. They underscore the importance of CULTURAL understanding in successful marketing strategies. 🤔 What do you think about the role of cultural understanding in attracting customers? How can brands better connect with local markets? A big thank you to Jing Daily, Sekkei Digital Group, and WeChat Course for sharing these insights. #ChineseNewYear #WeChat #MarketingCampaigns #China