how to adapt your communication strategy to the chinese market sme centr… · •1.4 billion...
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How To Adapt Your
Communication Strategy to
the Chinese Market Simon Vericel, 13 October 2015
A project funded by the European Union
In Partnership With
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Get Ready for China!
The EU SME Centre is an EU Commission funded project which helps EU SMEs prepare to do business in China by
providing them with a range of information, advice, training and support services.
The Centre is implemented by a consortium of six partners and was established in October 2010. It successfully
completed its first phase in July 2014 and has now entered its second phase which will run until July 2018.
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www.eusmecentre.org.cn
Please continue to
submit your text
questions and
comments using the
Questions Panel
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Speaker biography
Simon Vericel, Founder and Managing Director, Influence Matters
Simon has more than 10 years’ experience designing highly efficient influencer
and stakeholder engagement campaigns for leading Chinese brands overseas,
global multinationals in China and tech startups experiencing rapid growth. He
has a particular focus on B2B, corporate communications, strategic positioning
and messaging, media relations and crisis management across all traditional
and digital platforms.
Over a decade working in China has given Simon a unique perspective on the
key factors for successful communications campaigns in the country that
translate into increased awareness, reputation and sales.
His industry focus covers high tech, mobile, semiconductors, IT services and
software. Simon also have deep experience in healthcare, automotive, energy,
F&B, government, finance and sports.
Prior to starting Influence Matters, Simon was General Manager of the Beijing
office of American Tech PR boutique agency Racepoint Global for three years,
and spent spent seven years before that in the Beijing office of global PR giant
Hill+Knowlton Strategies.
Simon hold a bachelor in business administration from the University of
International Business and Economics in Beijing.
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Agenda
• Why should you care about China?
• A very different communication environment
• Huge media landscape
• A giant intranet
• Where should you start?
• Key learnings
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Why Should You Care?
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Big Numbers
• 1.4 Billion people
• 50%, and growing, in urban areas
• 172 million middle class households (67%)
• 1.22 million mobile phone users
• $9.3 billion spent on 1 website on Singles Day 2014
• China is
• The largest economy in the world
• The #1 exporter
• The largest market for VW, Luxury goods, Apple…
• On track to become largest cross-border ecommerce market
• Economy still growing at 7% yoy
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What does that mean for you?
You already have clients in
China
Did you know it?
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A Very Different Communication
Environment
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They Speak Chinese!
• Hello
• Bonjour
• Ciao
• Hallo
• Hola
•你好
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A Wide Media Landscape
• National and local media • 3000+ TV channels
• 900+ Radio stations
• 7000+ periodicals
• 5000+ newspapers
• 2 major newswires
• Countless online media
• Media centers are Beijing, Shanghai and Guangzhou (tier-1 cities)
• Tier 2 and 3 cities have local papers edited in the millions
• Trade and industry press crucial to B2B communications
• International and regional media • Most of them are based in Beijing and Shanghai
• All media represented in China – TV, print, newswires, online, radio
• More than 700 journalists from over 350 foreign news organizations from around
the world accredited in China
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Internet is Changing Media
• Fully controlled under the
CPC to ensure news
consistency with government
policy and opinions
• Consolidated into large media
group under ministry of
propaganda
• Paid to attend corporate
events
• Non competitive
• Do not speak English
• Not confrontational, but…
• Patriotic
• Private and public, news strongly
guided and controlled by
government
• Private media groups with much
more influence
• More private media refusing
payments
• Looking for exclusivity, breaking
news
• English speaking editors
• Tougher, in depth questioning
• Still patriotic
Before Future
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A Separate Internet Ecosystem
• 600+ internet users
• Mostly mobile
• Heavily censored
• Many western media
website are blocked
• Connection to the outside
internet is slow
• Facebook, Twitter,
Youtube blocked
• Equivalents for each
platform exist in China
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Have You Heard About WeChat?
• Built by internet giant Tencent
• 600 million monthly active users
• 1.1 billion registered accounts
• Chinese people spend an
average of 40 minutes a day on
• 50%+ open it more than 10x per
day
• 10+ million public (company or
celebrity) accounts
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WeChat for the User
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Chat
VOIP
Social Network Sharing
Location Based
Services
Booking Services
Shopping
Payments
Games
News browsing
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WeChat for SMEs
Static and Interactive content to deliver news,
such as animations, videos, pictures
Tailored outreach to specific groups of followers
such as customers, media, students, etc.
Customer Service with automated and tailored
responses to enquiries, sales Q&A
Interactive menu-bar custom-designed to fit the
company’s needs
Statistics and user data on followers and their
interaction with each content
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A Word About Compliance
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Keep Your Message in Order
• International companies are often singled out and challenged by
authorities for compliance reasons because:
• Too strong dominant position
• Strong technological advantage
• Faulty products / recalls
• Appearance of not complying with China law
• Appearance of not acting for the China greater agenda
• Public discontent or rumors
• Political disagreement with country of origin
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Adapt your messages to show support and
care for China!
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Where Should You Start?
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Adapting Your Strategy to China
Keep informed
• Keep an eye and ears open on what is going on in China in your industry, for your competitors, and for regulatory changes
Don’t wait
• Take ownership of your brand message and communications in China. China will not wait for you
Map your audience
• It’s a big market, identify your priorities (geography, demographics, government offices, etc.)
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Adapting Your Strategy to China
Think local, be local
• Localize consistently, and seriously. Do not only translate
• Seek the support of experts: Either hire local as you enter the market, or work with experienced professionals
• Validate your localized brand and messages
Build local communities
• Whether B2B or B2C, communities drive a lot of influence in China, good relationships with communities can help avoid trouble
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Executing Your Strategy
• Define manageable goals and develop targeted campaigns matching
them
Driving awareness in China
Ramping up credibility with product designers
Build legitimacy in business, investor circles
Raise awareness about partnership opportunities
Build customer engagement
Set a content
development and
dissemination
strategy for each
goal defined
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Elements of a Campaign
Brand and Stories
Identify messages and developing local stories to turn into compelling pieces of content supporting the objective of each identified goal
Media
Set a Chinese press bureau to keep informed on trends and influencers, and build a relationship with key press titles via the dissemination of the stories through media interactions.
Social Media
Set social media properties to amplify the results of media and disseminate less formal, easily shareable, informative contents designed to convert followers via a social media hub function
• Start building a relationship with local influencers by delivering
compelling content on a regular basis via media and social media
channels
故事
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And Remember:
Be Local!
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