“I have a podcast / audio show I would like to get distributed in China, hopefully on one of these platforms: Koala, Lizhi, Ximalaya or Qingting.fm. Do you think you could get my show on one of these? What would be the price?”
Mike (let’s give the person a name)
Answer by Shane Chen, our marketing consultant:
It seems like most search marketers outside of China have heard that Baidu is “the Google of China”. And sometimes they’ve heard of 360 Search and Sogou too.
But I haven’t met many that have heard of Shenma Search.
When it comes to marketing in China, you can do it the classic way – Baidu Advertising, WeChat and Weibo campaigns are commonly recommended options. You probably have heard of them if you did any China marketing-related research. But what we like to highlight as often as possible is that China is very different from what you know, and it changes quickly too. Chinese competitors know the market very well and will almost certainly be ahead of you, using marketing channels that are not as well-known in the Western world as Baidu.
I think Chinese consumers are highly untrusting of new brands. I think that it’s essential for any new brand entering China to assume that it will be tough to pick up customers unless they can build that trust.
When I express that opinion to people experienced with marketing in China, they always agree. Yet Western marketers usually disagree with me.
Welcome back after the Christmas break! Hope you had a wonderful time and you’re all ready to say farewell to 2017. As everyone’s still in the lazy mood, we’ll make it short. In this year’s last newsletter we talk about facial recognition taking over technology in China and some shopping trends among Millennials.