How to start promoting in foreign markets as simply and quickly as possible?
What media mix will work effectively in a particular country, taking into account the peculiarities of its cultural and behavioral mentality, and what is not worth investing resources in?
Artem Elisov, Commercial Director of Kompleto , shares his experience .
Digital space in China: focus on image promotion
When planning to enter the Chinese market, one cannot help but take into account the following features:
- Since the 2010s, China has seen a sharp increase r&d directors email lists in the well-being of the population (measured by average wages). As a result, consumers have increased their demand for imported goods. This has affected food products the most.
- Many Chinese citizens missed the heyday of television and personal computers and immediately switched to active use of smartphones. Therefore, the main traffic in China goes through mobile Internet – up to 90% of the total volume. Accordingly, in terms of mobile Internet email marketing is cost-effective penetration, China is far ahead of other countries.
- This market is really big. The country has a population of 1.4 billion people, and 1.2 of them are active Internet users.
- As of 2023, about 99.6% of users accessed the Internet via mobile devices, and 90% spent more than 3 hours a day on the mobile Internet. In 2024, the total number of Internet users in China was 1.1 billion .
- At the moment, China is experiencing rapid whatsapp data growth in technology and digital in general.
The media resource system of China can be represented as follows:
Image from the author’s archive
Basic media mix for working in the Chinese market
Comprehensive promotion in the Chinese market includes the use of four basic platforms:
- Baidu search network ;
- social network, which is also a messenger, WeChat ;
- Weibo (the famous “Chinese Twitter”);
- Zhihu (essentially similar to domestic Zen).
The main vectors of advancement in them are:
- emphasis on image promotion (increasing brand and company recognition, building trust and audience loyalty);
- formation of a lead generation funnel (creation of attractive lead magnets, development of advertisements relevant to the needs of the target audience);
- active use of social media to disseminate information about the company and engage the audience.
Let’s look at each of the platforms.
