Recently updated on April 15th, 2021 at 03:00 am
What do you know about China’s marketing strategies? Are they perfect or they also need to be improved?
Cate Hutchinson: I doubt there is any such thing as a perfect marketing strategy….I find it hard to comment as this topic is so broad.
I’d be more interested in a comparison of strategies in Chinese markets vs. those in other markets. To identify your customer segments and profile them you have to understand their culture – these being varied, marketing strategies are therefore culturally dependant to a degree.
Anyone got any thoughts?
Talha Shahzad: 100% right! a perfect example of marketing is the marketing of Coca cola.
Am i right?
Jovi Tang: A perfect Chinese local example of marketing is the marketing of Jiaduobao.
Talha Shahzad: But Coca cola is a multinational company and it knows the marketing strategy of every country!
Jovi Tang: Yes, but it takes more than a century to make Coca cola a global household brand. Matter of time.
Talha Shahzad: It’s true! what about Chinese jia dua bao? how old this?
Jovi Tang: Jiaduobao started soft drink business since 1996, now the brand value already over 100billion RBM.
Talha Shahzad: It means they have strong marketing strategy as compare to Coca cola!
Jovi Tang: Yep, more efficient, very good execution. Even though they made huge mistakes too.
Talha Shahzad: Mistakes are steps of success! Mistakes are proof that you are trying.
Jovi Tang: So true, but some are quite absurd. The Jiaduobao corp. were running a brand ‘wanglaoji’ that did not belong to them from 1996 to 2012, in order to keep using this brand jiaduobao even brided some officers of the brand holder. Eventually, jiaduobao lost the brand ‘wanglaoji’, i guess it was quite a dark time for them, but jiaduobao dominates all the supply chains and marketing resources, after some remarkable marketing campaigns, the new brand ‘Jiaduobao’ has replaced the old one ‘wanglaoji’. Big win! that’s classic!
Cate Hutchinson: So, Jovi, can you give us an example of what exactly Jiaduobao did in one particular campaign? How does FMCG marketing in China differ to the same in Western countries?
Do they go for the Coke touchy feely, life is good kind of stuff in their ads?
Jovi Tang: Hi Cate, I am not the insider, so i can only comment at the angle of consumer. 1. Jiaduobao donated 100million RMB during the Wenchuan earthquake in 2008, this gives them very positive impact. This is a very profound event, greatly increases consumers brand loyalty. 2. After Jiaduobo lost the lawsuit against ‘wanglaoji’ brand holder, they did lots of work to reduce the impact of losing ‘wanglaoji’ brand, on socia media, they built a very professional rapid response team to attract young generation. On tv, they title sponsor the highest audience rating show the voice Chinese version, at that time, their ads flooded in every media channel. Well, i think there is no essential difference, their tv ad copy is quite corny and local, simply tells ‘drink this, good for your health’ or ‘this is the top seller in this industry’. It’s enough for most of their audiences i guess.
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