China Marketing Weekly: Chinese Search Engines You Need to Know About

Fri, 08/03/2018 - 15:31
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Hello,

This week, read about search engines in China (no, not Google!), brands that proved to understand their Chinese customers well, and a strategic deal between Starbucks and Alibaba. Also, can you guess which platform has become the most popular in the Chinese education industry?

Dig in!

 

Search Engines

We all know about the infamous Google-block and that Baidu is called the “Google of China,” right? But did you know there’s more than just that one search engine you could use to execute a killer SEM campaign? Check our latest blog post here.

- Wiki

 

360 Search launches a platform to protect image creator’s properties. The free platform is called Tu’ke (图刻) and is based on blockchain technology, it aims at combating infamous habits of stealing content without any punishment nor copyright violation in China. - Read more (Chinese)
- Jessie

 

Marketing Strategy

Starbucks witnesses sales volume drop for the first time in 9 years. Was it Luckin Coffee’s aggressive marketing that cost Starbucks’s 2% loss, or the company’s refusal to adjust marketing to the Chinese strata? The response came quickly! Starbucks just announced a deal with Alibaba to expand the coffeemaker's delivery and digital presence in China. They started with rolling-out an Alipay mini-program offering up to 100 RMB in discounts on their gift cards. - Read more (Chinese)
- Lillian

 

Louis Vuitton listed as second in the latest Digital IQ Index report in China. It’s the first foreign luxury brand to open a WeChat service account back in 2012 and now they’ve launched the most sophisticated brand zone feature. Also, they’re not afraid to adjust to suit Chinese customers. - Read more (English)
- Wiktoria

 

Chinese Pinterest grows into a platform connecting merchants to their customers. Mogujie (蘑菇街) started in 2011 as a shopping guide for women and then tried (and failed) entering e-commerce. Now, they’ve managed to build an enormous community of young women who act as both users and KOLs. They’re exemplary of Chinese marketing done well - they utilized all the trendiest mediums, such as KOLs, live-streaming, WeChat mini-programs, etc. - Read more (English)
- Wiktoria

 

Education

Weibo’s one of the most popular social platforms for education marketing in China. There are 368,000 verified accounts related to the education industry and over 1.5 million target users, according to the report released by Weibo. Is your institution on board yet? - Read More (Chinese)
- Cherry

 

E-Commerce

Pinduoduo accused of promoting counterfeit goods. The group-shopping app has managed to become successful on China’s highly competitive e-commerce market and is valued at over 20 billion USD. However, it’s become the topic of criticism for reviving “Knock-Off China” stereotypes by offering counterfeit brands like “abidas.” - Read more in Chinese / English
- Cherry

 

Mini-Programs

Alipay challenges WeChat in the field of in-app mini-programs. The company is testing a mini-program zone on the app home page featuring “store recommendations” and “recently used” sections. It creates an opportunity for brands to reach Alipay’s 486 million monthly active users. A few brands, such as Airbnb, Didi, and HelloBike, were already able to roll out their own mini-programs. Alipay now allows users to book movie tickets, pay bills, order food and monitor deliveries, and much more making it one of the most convenient super-apps. - Read more (Chinese)

- Sesia

 

Technology

Samsung Electronics teams up with Tencent to develop AI-based devices to catch up with Google and Apple. They plan on investing in AI-based speakers and gaming solutions. Speakers are supposedly the heart of the smart home technology so leading in this field is Samsung’s current endgame. It’s also a form of recovery from their failure in the Chinese smartphone market. - (Read more Chinese)
- Sissi

 

Other News

China Joy - the biggest international digital entertainment exhibition - starts this week. Hosted from August 3rd to 6th in Shanghai’s New International Expo Centre; this year’s theme is New Value, New Technology and New Entertainment. China Joy is focused around console and web gaming, hardware products for digital entertainment, etc. It’s like a huge Christmas party for gamers, techies and cosplay fans. - Read more (Chinese)


- Sesia

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