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How to create engaging Video Content: Online Video Marketing in ChinaComments OffIn an increasingly digitized era, as a marketer, we must not neglect the power of online video. The popularity of this advertising element is no longer to prove in our Western countries with YouTube or either in China with video platforms like Baidu Video or Youku which dominate the market.
The young Internet users, spend an important time on this type of platforms and the brands understood the online advertising stake that this can generate.
Unlike television, if the content is not immediately interactive and engaging for the Internet user this one to the possibility to pass your communication. As a consumer, we are individuals whose visual impact has an important impact on our everyday lives, particularly our consumption behavior. The visual advertising, on any type of media will influence us directly or indirectly in our process of purchase.
Here are some tips for creating quality video content in China:
Study your target market
Knowing your target heart is paramount to achieving engaging video content. Be sure to know their behaviors, expectations and needs.
Choosing the right local platforms
In China, you will encounter the censorship of many Western social media like YouTube, Facebook, Twitter etc. Targeting local platforms is the most relevant solution available to you. Bet on platforms like Youku, Baidu Video, Video Sina to publish your content.
Effective content immediately
The first few seconds of your video are the most important because they will determine if it will have a positive impact on the viewer. The video should not be too long an average time of 30 seconds being the ideal. Do not hesitate to test your advertising with a panel before distribution to collect constructive feedback.
No need to remind you that appealing to the emotional dimension of individuals will allow you to influence the process of behavior and get a positive impact on your brand.
Professional video editing
If you do not have the skills to create quality video content, use experts to create your videos.
A video in keeping with your brand
Your video must follow a story line that is understandable to your audience and whose “big idea” is clear and apparent.
Do not skimp on sharing content
Your online videos are just like an article in your branded content, so you have to share it. And what better than social networks in China to disseminate information and become viral.
Measuring and quantifying your results
After publishing your video, do not forget to quantify your results to see the impact of your advertising on your target audience.
Onlines videos are in full swing and will allow you to touch a large part of your target online. Indeed, 78% of individuals watch videos onlines every week of which 55% of them daily. If you do not already have an online marketing strategy for your website and social networks, it’s time to get started on this new opportunity.
Baidu invest in xPerceptionComments OffIncluding xPerception is the new step to strengthen the power of Chinese giant Baidu
Baidu, the administrator of China’s prevailing on the web index, has gotten US start-up xPerception, established by previous specialists from Software, web and PC benefits firm Magic Leap, as it proceeds in its journey to pull in the best ability in Silicon Valley.
xPerception, which makes Vision observation Software and equipment with applications in mechanical autonomy and virtual reality, will keep on developing their center Technology under Baidu’s exploration unit, the Chinese firm said in an announcement on Thursday.
Baidu is focusing on outside work force and Technology as a component of a more extensive drive to refocus organization assets on creating computerized reasoning abilities.
Incomes from the company’s center hunt unit got hammered a year ago when the Chinese government fixed online promotion directions, separating a lump of existing sponsors with new qualification prerequisites. The declaration comes as other Chinese Tech firms battle with administrative pushback on acquisitions in the U.S. showcase.
Baidu Research & Development
Established in Mountain View, California, in 2016 by previous Magic Leap engineers Bao Yingze and Chen Mingyu, xPerception will have its center group joining Baidu Research and proceeding to build up the organization’s center Technology – visual inertial synchronous localization and mapping.
The span of the arrangement is obscure, and Baidu declined to remark past a statement. The takeover is the most recent in a series of speculations gone for fortifying Baidu’s initiative in computerized reasoning.
Not long ago, it contracted previous Microsoft official Lu Qi, a main AI researcher, as its head-working officer. The firm additionally procured Beijing start-up Raven Tech, which represents considerable authority in voice-controlled AI, and coordinated its group into its brilliant home gadgets business.
Baidu CEO Robin Li has encouraged the Chinese government to issue more green cards so that Chinese Technology organizations can pull in more gifted Silicon Valley engineers.
The organization has been concentrating on AI to recover its footing after the Chinese government’s more tightly web based publicizing directions hosed its center web index business.
The xPerception securing is relied upon to additionally fortify the utilization of Baidu’s visual observation Technology in “key undertakings like expanded reality and self-governing driving, quickening the improvement of AI-based items”, the organization said.
“The arrangement of AI and machine learning could be problematic to plans of action in the way that the presentation of Smartphone was. Also, that implies substantial organizations must contribute to keep up market position,” said Krik Boodry, an investigator at New Street Research.
Baidu is contending in AI-controlled items, for example, self-sufficient driving with any semblance of Alphabet and Uber Technologies and top ability is viewed as the most pressing asset to pick up the high ground in the war zone.
Robin Li Yanhong, Baidu’s CEO, has even asked the Chinese government to issue more green cards so that Chinese Technology organizations can draw in more gifted Beijing Silicon Valley engineers, who might be put off by US President Donald Trump’s prohibitive movement arrangements.
The organization is setting up a moment innovative work office in the region, including 150 representatives.
In late March, it commenced its first abroad grounds enrollment battle, going to top US examine colleges, for example, Carnegie Mellon, Berkeley and Stanford to lift its AI ability pool.
Facebook Attempts To ‘Friend’ China With Censorship ToolComments OffFacebook, the social networking site that has long been banned in China, is reportedly devising a tool that will automatically censor certain users’ posts and prevent people in some geographic locations from seeing information that could be controversial in China — steps seen as an attempt by the company to get the ban lifted.
Removing the prohibition would be a massive boost to Facebook in terms of millions of potential new users, and the business possibilities such as new advertising. Gaining access to the Chinese internet market would allow the company to compete with such popular domestic social networking sites as Renren, which was one of the earliest such sites, or more recent alternatives that have gained success including WeChat and Weibo. 
The financial incentive alone is seen as the reason why Facebook, under the leadership of Chief Executive Mark Zuckerberg, is said to be developing censorship software, as first reported last month by the New York Times. If Facebook can devise software that helps block features that the Chinese government opposes, it could ultimately convince the government to lift the bar on Facebook operating in the country.
Facebook does not give any comments
Facebook has declined to comment to news organizations about the tool, but several sources from the social networking site told the Times that the tool under secret development would allow a third party to track stories that are proving popular and being shared widely on the site, and block content seen as inappropriate in China. This means that if a Chinese Facebook user were to try and share a controversial story about the country’s government, the third party would already be tracking it and could block others in China from seeing the story. 
Under this approach Facebook could still potentially claim in public to not be suppressing content, because the Times says that the third party — and not Facebook — would conduct the censoring.
Censorship in China
If successful, the censorship tool could help to reverse the ban that the Chinese government put in place back in 2009 following the riots in the Chinese province of Xinjiang. China believed that Facebook helped activists who supported independence from the country for Xinjiang to spread information that exacerbated the riots. It swiftly blocked Facebook in its entirety. Instead, China only allowed social networking sites like Renren to exist, because they complied with all government requirements on content monitoring and filtering. 
Since then, Zuckerberg has taken steps in recent years that are seen as trying to reach a compromise with the Chinese, including visits to the country and giving a speech in Mandarin. However, those efforts have to date not led to any widespread permission for Facebook to operate on the mainland. 
The South China Morning Post reported in September 2013 that some access to the site is possible in the Shanghai free trade zone, but that is a limited market compared to an entire country. 
Therefore, it appears that Facebook realizes it needs to take extra steps to lift the ban that remains in place, and its censorship tool could be one way for it to “friend” the Chinese government.
10 Things to know about the Chinese fashion brandsComments OffWhat was the vision of Chinese about fashion 10 years before ? In the eyes of the Chinese luxury and fashion were only a matter of sign of wealth and status. Today, the Chinese have developed a real taste for luxury and fashion. Their vision has completely changed. Here are 10 things you need to know about fashion in China.
1. A new wave of Fashion in China
The new generation of Chinese young people have developed a taste to differentiate themselves from others and they show it in the way they dress. Chinese consumers today are not afraid to express their ideas on fashion. They dress differently, trying to find their own way and buy more in order to differentiate than to have the same as everyone. They want to wear clothes that represent their personality and attitude. This is why luxury brands and fashion designer must be creative and fully fledged collections to attract such Chinese consumers hungry for unique items.
2. The Chinese want to discover foreign brands
Chinese consumers are hungry for new and willing to try new brands. In 2001, when the UNIQLO brand of “fast fashion” Japanese moved to Shanghai, it was the opening a revolution in the minds of Chinese youth and then they wanted to discover even more fashion brands. Thus, brands such as Zara and H & M have brought a wave of fashion in China and then won the heart of Chinese youth. The Chinese prefer foreign brands to Chinese brands because of the designs. The new Chinese middle class no longer consumes only luxury brands such as LV, Gucci, Chanel, but also took into account other lower-end brands but also trend among young people.
3. The influence of Western fashion trends in China
Western trends and celebrities have a certain prestige that attract many Chinese people. They are inspired by celebrities they see in the fashion magazines, Films, Videos. Most foreign brands are taking Western models to promote their brand in China. Tag Heuer the Swiss watch brand ambassador took several celebrities for its campains such as Patrick Dempsey or the British top model Cara Delevingne.
4. The best ways to stay connected on fashion in China
The new generation of young Chinese starts to look for the news about fashion trends. They are looking for various fashion brands through various channels. The Chinese are very connected and use internet to discover a brand. H & M has entered the Chinese mainland in 2009, and the Chinese fashion community then discovered the brand and other foreign brand through internet. There is the phenomenon in China the KOLs, the “Key Opinion Leader” who are people who strongly influence Chinese consumers. Most often these are fashion bloggers who share their ideas about fashion and talk about current trends in fashion in the West to Chinese consumers.
5. Fashion and Luxury worth the money Chinese
Chinese consumers are willing to spend a fortune on luxury goods and fashion. There is a saying “something has value if it is rare.” Indeed, the Chinese love the products from limited edition, which are not always available on the Chinese market, the Chinese will therefore travel abroad in order to acquire these rare products.
6. Good advertising is a must for a fashion brand
Chinese consumers are very sensitive to beautiful adverts for the fashion industry. For a luxury brand or fashion, it is important to be seen in many fashion magazines such as Vogue, Elle, Glamour those will be consulted by the Chinese people. A good brand visibility shows great awareness for the brand that will attract the attention of the Chinese consumer.
7. A Chinese group always focused on the social status
Although the behavior of Chinese consumers for luxury goods has changed, it remains all the same a small group that still buys for social status. A group called “Tuhao” in Chinese which refers to people who spend their money on luxury. These purchases to show social status will give luxury brands an important place in the Chinese market.
8. fashion brands and social networks
Chinese consumers are more than 680 million to be connected to the Internet, especially on social networks. It is first necessary for a luxury brand to be well placed in the list of sites on the Chinese search engine Baidu when the consumer goes to research on the brand. Then, to promote the brand can do that through fashion blogs and fashion-based websites to raise awareness of the Chinese consumer. The most effective tool is the Chinese social networks like Weibo and WeChat to communicate with Chinese consumers. Weibo is the first social network in China to allow users to post information on any and receive feedback from audiences. It is therefore crucial for a fashion brand to create an advertising campaign on Weibo. On WeChat, the communication method differs slightly from Weibo. On WeChat, the user will share the contents of the brand to its family circle, which will give users confidence in the brand and the brand it will be easier to target new consumers.
9. The mini video to promote themselves in China
The videos are the new marketing strategy trend: share content through mini-videos is another way to communicate with your Chinese consumer. With Chinese consumers spend their time on their mobile, an advertising campaign through a video is the best way to captivate the audience.
10. Finding the right agency that will help you establish yourself in China
Another way to increase brand awareness is through a PR agency, or markeitng agency to help your business. The agency can help your brand to establish itself in China, or help improve the visibility of your brand to Chinese consumers.
For More Information :
Luxury Brands, the end of China’s bling dynasty
China’s secondhand luxury market catches on with price conscious fashionistas
Top 10 Websites Chinese really love
New Marketing Trends in China
3 great strategies on the Social Medias in ChinaComments OffToday there is more than 600 million internet users in China, and they all use the social Medias, every time. It’s essential to be present in the social media when doing business in China. Here are three great strategies on the social Medias in China.
1. Using O2O
O2O is a digital marketing strategy that means Online-to-offline. It’s the concept to attract consumers by internet to make them go on te shops. A lot of social Medias use this technic. We find amongt the most active WeChat. IT’s a mobile app which allows its users to send texts messages, vocals messages, photos and videos. It was developed by Tencent in 2011. There is now 468 million users each month. This app is more used than the texts in China. WeChat also allows companies to be in by having a site: like that users can follow this page and be aware of the news of the company. Here we can set up O2O. The company has to describe its products well on the app to allow its followers to know its services. This is a first step which will conduct people in the shops. This strategy is very effective and make themselves known very quickly and by a large number of people, because everything can be shared on a social media and Chinese internet users who like a company will enjoy sharing it with its address book. A lot of companies have already used this strategy. For example, Mont Blanc, pen maker, set up a exposition in Shanghai, and invite all its WeChat followers to come to the exposition. Thereby, all Mont Blanc lovers have been made aware of this event, more quickly than if the company just indicate this event on its websites.
2. Creating Buzz
Creating buzz is a very used technique, either in digital or traditional marketing. This is the key to be known quickly and by a lot of people. Doing buzz is all about creating something special, unique, new, something that will attract consumers’ attention. The objective is primarily to make people talk about you. And where can you make people talk about yourself quickly and by many people in China? On social networks course. And to be truly effective, all social networks have to be used, as we are sure not to forget interested consumers especially on the Chinese Internet. We must distinguish ourselves from other companies in direct competition, socreate something never seen, surprising. Many Chinese users spend their time on social networks to find new content, something that will change the ordinary to be able to show his friends and share it. For this, Weibo is the best social network. This is a microblogging platform extensively used by Chinese people. Founded in 2009 by Sina, a Chinese company, it brings together a community of 500 million users, 50 million monthly. It is the undisputed platform to disseminate the buzz. Like the O2O, this technique is widely used by companies but also people like Wang Sicong who is very active on Weibo and created a buzz by commenting and by speaking in an original way to people. This technique has made its reputation.
3. Having a good content
Of course the edited content has to show a good quality. This includes two things: the content has to be true facts, that is to say, good references , verifiable data, and content in Chinese. As for the true content, make sure that what you put on social networks is verifiable and accurate. Chinese high end consumers like the right information because the Chinese Internet is being widely censored by the government and it is sometimes difficult to get fully complete informations. Then it is necessary that the content is in Chinese. This is essential. Many Chinese citizens speak only Chinese, and do not understand English. In addition, for those who speak other languages, it is always nice to have its mother tongue on a site rather than having to translate everything. Chinese content will also be closer to them rather than if that content appears to have been done for the whole world. Another thing to consider: the photos and videos. It’s more comfortable to watch a video or read a text with photographs rather than having to read just a text. It is important, therefore, to add to its page on social networking videos and pictures (the best would be of course translated in Chinese). People are pretty lazy by nature and are more likely to watch a video rather than read a text. This is very visible for advertising campaigns where photos and videos illustrate this campaign.
Further readings :
Social media in Furniture industry in China
Digital Marketing in China
Internet in China
Trends word online in China
When Facebook will come back to China ?Comments OffFacebook and Mark Zukerberg visiting China
During April 2016, Mark Zuckerberg came to China in order to meet the leader of Alibaba Jack Ma and the Chinese Communist Party (CCP) Chief Liu Yunshan. They talked about the different progress China made on the Internet field and shared their desire to create a better cyberspace. And by a better « cyberspace » Zuckerberg mean a world where Facebook is not blocked by the Chinese government.
Facebook has been blocked since 2009 in China. The CCP thought it could be used for anti-government movement and protests. However during Mark Zuckerberg’s move in China he successgully posted a picture when he was jogging on Facebook. So the « Great firewall » seems to have some breaches apparently.
During his different speechs Mark Zuckerberg talked in Chinese to the audience. For him it was important to learn Chinese because his wife is a Chinese woman. So in order to communicate with his family’s wife he had to learn. That is why he can speak in Chinese, with a certain accent which some Chinese complain about.
Facebook in China, easier to say than doing it
Chinese Digital era !
China, with 660 millions people who are using internet sound like a delicious meal for Mark Zuckerberg, but he might meet some difficulties.
Except the fact that the Chinese Communist Party always has a word to say about the entrance of Facebook on the network of China, something else will not work. There are already application and website which purpose the same service as Facebook and even more in order to feet to the Chinese market.
The most popular one in China with 650 million active users every month is Wechat. At the beginning it was only an instant message text application. But in few years it began stronger and bigger by helping Chinese in their everyday live. In addition of sending messages it is also possible to book tickets, order a taxi, pay the electricity bills of even do shopping. Against this beast which adapted his services to the Chinese market, it is going to be hard to acquire the same size without adaptation to the market.
And even if Facebook developp crazy stuff specially for the Chinese market it will be hard to highly penetrate the market as Wechat did when it started. At the beginning of Wechat, everything had to be built and now it is not anymore the case.
But Wechat is not the only actor in China. Microblogs like Weibo could be mentioned which is similar to Twitter and there are 200 million active users every month on this one.
The different competitors already developed in China represent the first difficulty for Facebook, the government is the second. The fact that Facebook is not authorized in China is a big deal. It is like because Facebook is not dedicated to the Chinese market like Weibo, Wechat and others are. So Facebook is against the regulation which is installed in China, so it is against the Chinese politic.
Internet penetration rate in China reaches 50% ! https://t.co/DH8YDrDykm #China
— China SEO (@topmarketingweb) 25 avril 2016
The goal of the CCP is also to favorise the development of national champions that is why foreign companies meet a wall of difficultier when it is about being in China.
For example there is Amazon which is implanted in China since 1998. Amazon had to face the government of course but giant Alibaba. And Nowadays Amazon.cn has only 1.3% of the market share.
Ubber is an another which had the same difficulties with the state and competitors. His main opponent is Didi Chuxing which is supported by Tencent and Alibaba like two big brothers who taking care of Didi Chuxing.
However Didi Duxing is not dominating the market yet with its seven million rides every day. About Ubber it is more about one million per day in China. The next goal for Ubber is to reach the billion rides per year.
So if Facebook want to engage himself in China’s market it will be important to have cash but to work on the image on the brand and how to acquire the Chinese users who have all they need with Chinese brands already implanted.
8 out of 10 big advertisers of world cup chose sina(0)Data showed that, among top 10 online advertisers, 8 chose sina as their target. Wan Rui Data showed this year?s world cup online advertising clients cover from telecommunications, IT, auto, speed Consumption industries, in which auto becomes the biggest advertiser. 3 out of top 10 advertisers are auto companies, and these 3 companies all chose to put ads into sina world cup specials.
Sina ceo said yesterday, this year’s world cup coverage clients are up to 50, across 8 industries. This year sina’s input and output ratio exceed any previous sports event, and the data flow of world cup contents and advertising is also the top 1 in china.
Besides, Ai Rui world cup netizen survey data showed, sina-microblog has become the highest percentage product used by net users. 52% of world cup net users expressed viewpoints and interacted through micro-blog. Sina chief editor said in part of the games, sina-microblog sent more than 3,000 comments per second, which once made server down.
Sina and Anta form strategic partnership(0)Both sides did not disclose the amount of advertising. Historical experience shows that major sporting events tend to attract enterprises with actively advertising, the being of Internet greatly enriched the advertising marketing business. Sina COO Du said the cooperation will be through information, videos, blogs, interactive communities and other forms of expression to achieve the most value for the ANTA marketing implantation.
Since 2009, ANTA and Sina signed with the Chinese Olympic Committee, becoming the partners for Chinese Olympic Committee in 2009-2012. Among them, Anta as “2009-2012 Chinese Olympic Committee sports apparel partner” and “2009-2012 China’s Sports Delegation partner” , provided champion equipments for 10 major international multi-sports including the Chinese delegation at the 2010 Vancouver Winter Olympics, the 2010 Asian Games, the 2012 London Olympics; and Sina as the exclusive Internet service Chinese Olympic partners, obtained the coverage and advertising rights for many sports events including the 2010 Guangzhou Asian Games, 2012 Olympics in London.
Baidu Tie Bar launched ‘Baidu Lighthouse’ exploring new ways to profit(0)This is the first attempt to try interactive marketing, exploring new ways to profit. However, Baidu currently did not disclose the specific details of charges for this product.
According to reports, the lighthouse will be closely working with Baidu tie bar and i tie Bar, to promote delivery, strengthen effects of influence and guide, based on demand of specific user groups.
Turning to the significance of the product launch, Baidu tie bar general manager Shu Xun said, “telling from the global trend, the focus of corporate marketing will be from traditional brand promotion, hot search promotion, step by step to the implementation of customer relationship management – interactive marketing development. ”
Earlier, China Mobile’s wireless music Festival “Mi Gu Hui” has already become the first Baidu users to use lighthouse, and in its assistance to gather 180,000 fans in two weeks time.
Storm formally established media companies(0)Wu Hai – the company’s media marketing expert, acted as a general manager, and will launch the first product “Internet big horn”. Insiders said the product will be in the form of pop window in storm software client.
According to Storm introduction, the storm media is media management and advertising operations carried out by relying on storm audio-visual, the current storm media has more than 20 team members, mostly of whom are new recruits staff based in magazine advertisements, television advertisements. Storm side believes that the establishment of media companies means that the Storm completely go onto the road of medialization.
But Storm did not disclose the amount of investment in setting up the company, while the first product launched by storm media – “Internet big horn” will also be in the form of client-side pop-up window, pop contents including images and texts. FENG Xin, Storm’s CEO, said the purpose of setting up the media company “is without affecting the applications and content of the Storm, extensively explore the potential media value of Storm.”
FENG Xin said that the medialization process of storm audio-visual was through three stages. The first phase, since Storm was founded in 2007 to December 2007, it has accumulated tens of millions of users by media player applications; second stage, from June 2008 to early 2009, it launched its online video service; the third stage, from early in mid-2009 till Now, clients gradually accepted the content recommendations and extention of media format of Storm.
It is understood that the storm media took Wu Hai as managing director. Wu Hai entered the advertising industry in 1995. Before joined Storm, he was in General Manager position of Tian Yi Hua Media Group.
Insiders believed that after Tencent and Thunder did pop-up window in the client-side software, the storm’s establishment of media company means that it will intensify in the revenue side. And whether such form is able to attract brand advertisers are still subject to market test.
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