What do you know about Weibo——China's social platform?

 

Weibo is one of the main social platforms in China. Based on the user relationship, users can access through a variety of mobile terminals such as PC and mobile phone, and realize the real-time sharing, dissemination and interaction of information in the form of text, picture, video and other multimedia. In China, Weibo has almost become a necessary app for mobile phones.

 

Weibo hot search list has become its representative label. For most users, the first thing after logging in Weibo is to see what's new on the hot search list. Weibo is an important channel for people to understand the hot spots of facts. Weibo users can be divided into star account, internet influencer account, enterprise account, government account, ordinary person account, etc. Most of China's stars have accounts on Weibo, so it has become a place for Chinese users to pursue stars. You should know, stars have great influence in China. In addition, there are also Weibo experts who have professional opinions in various vertical fields. Users usually follow Weibo experts in the same field according to their own interests. They will leave comments under the blog posts published by the stars or experts they follow, interact with the bloggers, or praise and share the posts.

 

According to the user development report released by Weibo in 2020, as of September 2020, the number of Monthly Active User on Weibo has reached 511 million and that of Daily Active User is 224million. The Weibo users continue to show a trend of youth, of which the post-90s and Post-00 accounts for nearly 80%, and the female users are larger than male users. In terms of life consumption and interest, Weibo users of different ages show obvious intergenerational characteristics.

 

63.1% of users pay attention to star accounts on Weibo, which is the most irreplaceable part of Weibo compared with other social media -- users are closer to stars than ever before. The second is interest in life and news media, which means that users' demand for interest information on Weibo exceeds the timeliness of news.

 

31.8% of users pay attention to acquaintances' accounts on Weibo, and Internet influencers have similar attention. Users' attention is obviously interest information oriented rather than social.

 

Up to 81.5% of Weibo users preferred image text Weibo, followed by short video and GIF, accounting for 59.6% and 40.8% respectively. The attraction of long articles is slightly higher than that of pure text, and the attraction of live streaming is the lowest, only 10.4%.

 

Because of the collection of the most popular topics and industry information, Weibo is still a very good platform for enterprises to promote brand image and corporate image, and is also an indispensable part of new media marketing.

 

How should enterprises operate Weibo?

 

1. Setting up "personal characters" on Weibo

Weibo positioning is one of the issues to be considered in the operation of Weibo. Combined with the principles of interactivity, interesting content and professionalism, we should try to be close to the "human design" of self positioning.

 

2.Ridding on the wave of hot spot or stars’ popularity

There are often super topics on Weibo, and contacting them will bring a lot of traffic. Because Weibo star or influencer has a large number of fans, with its own traffic and popularity, so the interaction with them should also be increased.

 

3.Paying attention to fans' relay and comments

As long as the content is outstanding, it will attract the active attention of Weibo users and a large number of relay. The opinions of fans have accumulated all the public praise of your Weibo. Therefore, you must maintain positive interaction with fans.

 

4. Paid to promote

Paid advertising can bring high exposure in the short term. Once the advertisement is stopped, the degree of attention will be significantly reduced, but a certain degree of fans can still be accumulated during the online period of the advertisement.

If you want to know more information about China digital marketing and China market, please go to  http://www.winoutinchina.com/

China's localized digital marketing makes overseas enterprises promotion more intelligent and efficient

 

In the Internet era, who has a reputation on the Internet, who can occupy the dominant marketing position, can achieve the success of the Internet era.

 

Nowadays, in China, there are many enterprises that use digital marketing to quickly enter the public view and gain a large number of brand fans, such as the Perfect Diary, Geoskincare, Florasis and so on. In such a social environment, small brands can be quickly accepted and purchased by the public by seizing the opportunity, doing a good job in brand positioning and choosing appropriate marketing methods. Of course, it is also a good opportunity for foreign brands who want to enter the Chinese market.

 

Speaking of digital marketing, we are familiar with PPC and SEO, because its development is relatively early, although there are many new marketing methods, this two ways still play a very important role. For example, Baidu PPC, 360 PPC, Sogou PPC are more popular with Chinese enterprises. It's a common phenomenon that new ways will always take the lead for a period of time.

 

In China, social media marketing is in a state of intense competition, WeChat moments advertising, official account advertising, and minil program advertising; weibo advertising; Douyin advertising; Zhihu advertising has huge traffic, high exposure rate, accurate crowd classification and obvious promotion effect.

 

Of course, some enterprises with sufficient budget can also advertise on Tencent, Youku, Iqiyi and other video softwares, such as pictures, video ads or live person oral ads in TV dramas, movies and variety shows, which repeatedly convey brand information to the audience and leave a deep impression in the minds of consumers. This is what Vipshop now does.

 

For the more competitive marketing, the effect is the best, but it is not suitable for all enterprises. At this time, you should find another way. For example, you can get unexpected gains by doing publicity on China's four major portal websites (Tencent, Sina, Sohu, Netease).

 

In addition, in China, stars and Internet influencers have great influence. Consumers are easy to buy products recommended by stars or Internet influencers, so the marketing of influencers is in full swing. Douyin, Kuaishou, Weibo, Xiaohongshu, Bilibili are the main promotion platforms for the internet influencers. The hot products are mainly cosmetics, skin care products, clothing and so on.

 

No matter which form of advertising, is a necessary means to enter the Chinese market for overseas enterprises. Products that are not well known are often difficult to be found even if the quality of products is good. www.winoutinchina.com, this is a digital marketing platform specially designed to help foreign small and medium-sized enterprises enter the Chinese market. For enterprises who intend to put advertisements in China, but do not know the specific Chinese advertising process and various types of advertising objects, they can find the appropriate solutions on this website.

Baidu PPC helps overseas enterprises expand business in China

 

According to statistics, when people are looking for solutions to things, about 60% of them will choose the Internet, and the proportion of search engines is quite high. In search engine results page, ordinary people will only browse the results of the first three pages. Generally speaking, more than 90% of the people will first browse the search results on the home page, about 50% will enter the second page of the search results, and 20% will enter the third page of the search results. That is to say, if the website does not appear on the first three pages, the exposure rate will be greatly reduced.

PPC can make website information appear at the top or front end of the search engine results page, which can be viewed more frequently and improve the traffic of the website. With PPC, after launching the ad series, the ads will be displayed in front of users immediately, so it is very suitable for quick results.

In 2019, companies around the world spent $106.5 billion on search advertising. PPC ads in search results account for 45% of page hits. Nearly 75% said advertising makes it easier to find what they need. Visitors who come to your website through PPC ads are 50% more likely to buy than natural visitors. In addition, PPC ads can increase brand awareness by up to 80%.

According to the 46th statistical report on Internet development in China released by China Internet Network Information Center (CNNIC), as of June 2020, the number of search engine users in China has reached 766 million, an increase of 15.39 million over March 2020, accounting for 81.5% of the total Internet users; the number of mobile search engine users reached 761 million, an increase of 15.42 million over March 2020, accounting for 81.6% of mobile Internet users.

Among the numerous search engines in China, Baidu occupies the absolute leading position in the industry. In June 2020, Baidu market share is 66.15%, and the market share of Sougou and 360 ranked second and third place is 22.06% and 3.40% respectively, which are quite different from Baidu's strength. Therefore, promotion on Baidu is very conducive to brand exposure in the Chinese market.

 

Baidu PPC includes search promotion, brand promotion, commodity promotion, local promotion and app promotion, which are all keyword search advertisements with different positions and forms. Baidu PPC can help enterprises stand out in the competitive market, improve brand awareness and be found by potential customers. In other words, PPC is a shortcut for enterprises to gain a dominant position in their niche market.

www.winoutinchina.com —— a website to help small and medium-sized overseas enterprises enter the Chinese market and expand their business in China，Baidu PPC is one of its main businesses. For enterprises that want to open up business in China, Baidu PPC is definitely the first step in the implementation of the plan. You have to believe that enterprises that can't find information on Baidu can't convince Chinese consumers.

UBRAS the popular “size free underwear” in China

 

Ubras is a Chinese women's underwear brand founded in 2016, focusing on meeting women's basic demands for "comfortable and easy to wear" underwear. Different from the traditional bra size setting method based on the cup size, the garment size (S, M, L, XL) redefines the wearing attributes of underwear. With the vest type underwear without size and steel ring, it gradually occupies the Chinese women's underwear market.

 

With the launch of "size free underwear", Ubras is the first in the world. It only took more than one year for Ubras to win the top 1 of the sales list of double 11 Tmall underwear in 2020, with an increase of 800%. The annual sales exceeded 1.5 billion yuan. The sales of underwear ranked first in the whole network, surpassing the time-honored underwear brands such as Cosmo Lady, MANIFORM, Aimer, etc., and opening a gap with new brands such as NEIWAI, Bananain, etc.

 

In recent years, the market share of Chinese traditional underwear brands has gradually declined. As a symbol of "sexy", underwear has opened a new era of diversified aesthetics. It is in this period that uberas seizes the growth opportunities to realize the rapid growth of its brand.

 

There are dozens of well-known brands in the women's underwear market, which are mainly distinguished by price and age groups. Some are luxury and mature, while others are popular and lovely. By seizing the demand of modern women to "pay more attention to themselves", Ubras has created a new category with the differentiated positioning of "size free underwear".

 

In addition, the establishment of Ubras happened to be the climax of the development of China's rimless sports. People were in pursuit of unbridled underwear and ego. At this time, ubras entered the market and directly met the needs of women.

 

Of course, the birth of hot selling products, usually with the assistance of marketing means.

 

To gather the first wave of users, Ubras relies on "recommendation" on social media, and then importing users to live commerce and e-commerce platform to buy products. Through Douyin, Weibo, Xiaohongshu, and Bilibili, the value of "size free underwear" is constantly being transmitted.

 

In 2020, with the rise of live commerce, Ubras adopts the "three in one" mode of "network anchor + star live streaming + store self live streaming", and gets the bonus of live commerce.

 

After the “recommendation” stage, Ubras accumulated the foundation of fans and verified the product capability. In 2021, Ubras cooperates with Ouyang Nana as the spokesperson to build a brand and strengthen the leadership position.

 

In addition, Ubras has built its own private domain traffic pool to reach users with Wechat personal account "U's meow ", and form the open and closed loop of public domain and private domain traffic through interactive activities, invitation to publish bills, etc.

As a new consumer brand, Ubras can become a rising star in just a few years. Its marketing strategy is worth learning. However, whether a product can develop for a long time, the most important thing is its applicability and quality.

For more information about China market and diital marketing, please go to http://www.winoutinchina.com/

Beauty instrument is more popular among young people in China

   

In China, today's young women generally pursue white skin, young state, lean body. They are mainly influenced by the comments on the Internet and the stars who deliberately keep their figure in order to appear on the camera. They ignore own advantages and follow the trend seriously. Some time ago, the palm-sized face, A4 waist, prominent clavicle on the Internet set off an upsurge, attracting people to follow suit.

Due to the convenience of the information age, people are bombarded with various kinds of information every day, and they can't distinguish the direction. Various marketing IDs begin to instill some skin care knowledge into consumers. For example, females should begin to smear eye cream at the age of 20; After the age of 25, the protein starts to run off, and the face value starts to slide; How important is the application of the mask; How important it is to use sunscreen; How important the essence is; How important it is to resist aging; How important the hand cream is; And stay up late with liver protection tablets. In addition, all kinds of bloggers explain how important these products are with their own personal experience, and the urgency of skin care brought by the product sales staff, so that consumers inadvertently formed such a concept, skin care should be bought as soon as possible, even if it is expensive, skin care is very important for women.

The fear of "early aging" has made young Chinese women the main users of beauty devices. And social network makes beauty instrument from weak demand to strong demand.

At present, China's beauty instruments are almost completely imported from abroad. Foreign brands with first mover advantage are leading China enterprises in product performance, popularity and patents. At the same time, due to the late start of China's beauty instrument industry, different enterprise sizes, low industry concentration and weak competitiveness, China has no voice in the field of high-end products. According to relevant data, foreign brands basically occupy a monopoly position in the high-end beauty instrument market with more than 1500 yuan. Most of China's beauty instruments are distributed in the low-end market of less than 500 yuan and the middle end market of 500-1500 yuan.

The consumption of cosmetics in China is mainly concentrated in the post-85-95 consumer groups. The consumption amount of facial care for women aged 40-59 in Europe is nearly twice that for women aged 25-39, while the main consumer group of facial care products is women under 39 in China.

 Whether it's selling lipstick or beauty instrument, Internet Influencer is an inseparable link. The beauty industry has been completely changed by the trend of democratization of information dissemination channels. More and more consumers get inspiration from the demonstration of Internet Influencers and opinion leaders. Unlike stars, Internet Influencers are more like "problem-solving partners" of ordinary people. Consumers who don't know so much about some products tend to go to platforms like Weibo, Xiaohongshu, Zhihu and Bilibili to see some product evaluation or skin care knowledge explanation. They think that compared with those hard advertisements, the sharing of users on these platforms is more real.

At the beginning of the birth of medical beauty industry, it was intended to help some people with physiological defects, but with the expansion of its scope, it has been conveying to people the idea of reshaping their own image through self efforts. Hype the effect of cosmetic surgery, exaggerate the importance of appearance for work, social and money. Suggestive marketing all the time promotes people's anxiety about appearance.

”618”Shopping Festival has these new changes in 2021

 

The annual “618” is coming. For Chinese e-commerce or consumers, "618" is like a carnival. The shop owners are thinking that they can make a good profit at last, while the consumers are thinking that they can pick up a bargain again and quickly store goods.

 

Originally, June 18 was the anniversary of JD. JD was founded by Liu qiangdong on June 18, 1998 in Zhongguancun, Beijing. Starting from a simple computer sales company, the company expanded its business in constant exploration and experienced many times of expansion and transformation. In 2003, it officially transformed to online sales, that is, the mode of e-commerce. After the successful transformation into a e-commerce giant in China, JD hosts large-scale promotion activities in the day of anniversity every year, which is the origin of “618”.

 

Due to the fact that every “618” activity of JD has a huge momentum, it has a far-reaching influence on China market. This made Taobao and Tmall have to respond, so they also launched “618” large-scale promotion activities. In this way, “618” was turned into another Shopping Festival.

 

"618" and "double 11" have become the annual festival of China's e-commerce industry "Double 11" was set up by Taobao, and "618" was launched by JD, forming a half year celebration situation in the field of e-commerce. From the perspective of traditional retail, mid June and mid November are both in the relatively low season of retail industry, and e-commerce can get twice the result with half the effort on these Shopping Festivals .

 

“618” campaign has become the first choice for China's major e-commerce platforms to increase turnover. The biggest difference between this year's 618 and the previous model is that the pre-sale of goods begins on May 24, and the activity will last until June 20, as long as half a month. In addition to extending the promotion time and promoting the transaction, it can also effectively relieve the peak pressure of e-commerce platform and express delivery; From the point of view of the activity, the preferential rules that consumers complaint more complicated than advanced mathematics have been simplified a lot, details as follow:

 

1.Super red packet, JD (May 24 - June 18) and Tmall (May 29 - June 18), are directly used for consumption during “618’. They can be superimposed with various promotional offers, and can be used up to 10 at a time, with a maximum denomination of 18618 yuan.

 

2. From June 1 to June 18, in different stores or the same store, if the consumption value reaches 200 or above, you can enjoy 30 yuan discount; if the consumption value reaches 1000 or above, you can enjoy 60 yuan discount. Most products will participate, and this form of discount can be used in parallel with various discount cards and coupons.

 

3.Pre-sale lucky bag, Tmall (May 24 - May 31), consumers can open a lucky bag by participating in the pre-sale activities. Last year's double 11 activity was to get welfare red packets of 8 yuan, 18 yuan and 38 yuan with 2 or 3 or 5 orders.

 

4.The interaction activities such as cat stacking and build a building,which can be upgraded by browsing the shop, and each upgrade will be rewarded with red packets or coupons; In addition, open team, team PK victory can be divided up the corresponding red packets.

 

5.Category day activities, from June 4 to June 15, a venue for a specific category will be opened every day. On that day, the category discount will be released on the page.

For more information about China market, please go to www.winoutinchina.com 

Sunscreen market in China

 For Chinese women who go out with umbrellas, sunscreen must be a necessity all year round. Most Chinese girls like white skin，in China, there is a saying "white skin can cover a hundred ugly things". They usually try every means to make themselves whiter. Online popular whitening methods are eating one or two tomatoes a day, or insisting on drinking lemonade, or insisting on applying body lotion with whitening effect every day, etc. In addition to avoiding sunburn and tanning, another important reason is to prevent skin aging and growing spots. Women are willing to spend money on skin care. In the face of such a huge consumer market, sunscreen products are constantly bringing forth new ones.

 

According to the "Research report on China's cosmetic market operation and strategy in 2019-2025" released by Zhiyan consulting, under the background of global consumption upgrading, sunscreen is becoming one of the fastest growing categories in the cosmetic market, and will continue to maintain this momentum in the next three years. In the future, the global sunscreen cosmetics market will grow at an average annual rate of 5.6%.

 

Among different sunscreen products, sunscreen cosmetics are the most popular among consumers, with a heat index of 30.2. Behind them are umbrellas, sunglasses, sun hats, sun suits and ice sleeves.

 

As China's cosmetics industry started relatively late and the high-end market has been occupied by foreign brands for a long time, consumers lack confidence in domestic brands and tend to buy the same kind of products from foreign countries which have been developing in this market for a long time. According to the statistics of the heat index of nearly 100 kinds of sunscreen products by “micro hot spots”, Winona sunscreen, ranked sixth, has become the only Chinese brand on the list among the popular sunscreen products.

 

At the top of the list, ANESSA, for a long time in the past, has been regarded as a synonym for sunscreen. ANESSA is the only professional sunscreen product of Shiseido in Japan. It has Aqua booster water energy sunscreen technology, which provides additional protection against water, resists ultraviolet radiation, effectively inhibits sweat, water and sebum, and keeps skin dry, moist and comfortable for a long time. That's why new sunscreen products emerge one after another every year, and ANESSA's position in China's sunscreen market is as stable as Mount Tai.

 

Winona, a Chinese brand of skin care products, focuses on the research and development of sensitive skin products. It adopts the skin science level based approach and uses high-tech biotechnology to provide products to improve skin problems. Winona has suddenly become very popular in recent years. It is precisely because it has received a lot of praise for sensitive skin products. In addition, it also takes the route of hospitals and pharmacies in the channel, so many people can buy this product from hospitals, which further increases the credibility of consumers on the effect of the product.

 

 

In 2018, the sales scale of Tmall sunscreen products is about 1.98 billion yuan. By 2019, the sales scale of Tmall sunscreen products will increase to 3.01 billion yuan, an increase of about 48%. From June 2019 to may 2020, the retail sales of sun protection products in the whole network is 7.929 billion yuan, and the sales volume is 93.448 million pieces. Consumers' sun protection awareness is significantly improved, and the scale of sun protection market is increasing year by year.

 

According to the sales of sunscreen cosmetics on Alibaba platform from January to April 2020, 50-100 yuan sunscreen cosmetics are the most popular, accounting for 35.6% of sales, and 32.4% of goods on sale. But at the same time, the contribution of 100-200 yuan of high-end sunscreen cosmetics followed closely, accounting for 32.1% of sales, and 28.9% of goods on sale. The profile shows that the market potential of high-end sunscreen cosmetics is huge.

 

According to the prediction of authoritative institutions, the global sunscreen care market will continue to grow in the future. In 2024, the global sunscreen care market may reach US $25 billion (about RMB 161.6 billion). The market prospect is very broad. Sunscreen is a potential outlet in the future, and the price is an important factor affecting consumers' purchase. In terms of efficacy, sunscreen and isolation are the main products, and international sunscreen brands are in the main position.

For more information about China market, please go to www.winoutinchina.com