60 People, 60 Stories

Tuning to the local digital ecosystem

By Olivier Fleurot (China Daily)
Updated: 2009-09-30 08:26

It is increasingly difficult for international companies to adapt to the quickly growing and changing Chinese marketplace.

2009 has seen dramatic shifts in consumer behavior due to economic conditions, environmental concerns, social changes and the evolution of Web and mobile technologies.

However, the question international marketers must ask themselves remains unchanged: "How can I build my brand in China?"

The practice of branding in China for international companies must evolve rapidly.Global marketers are too reliant on TV commercials and one-off retail promotions, which inundate consumers with a clutter of competing brand messages. They have not yet adapted to the areas of digital, social media and mobile communications.

This new media, which include blogs, BBS, social networking, video and photo sharing as some of its most popular tools in China, is now the dominant media source for Chinese consumers aged between 14 and 30.

This is the new reality for marketing in China: digital and social media must be at the core of branding strategies and campaigns.

With only a few exceptions, international brands are far behind their local competitors when it comes to understanding China's digital ecosystem. This learning gap threatens brand reputations.

Local brands, on the other hand, are using social media to their advantage to build more meaningful connections with local consumers despite being significantly outspent in marketing by international brands.

In order to shift this paradigm, international marketers must invest in understanding China's digital landscape and create social media campaigns which are designed to empower consumers.

Olivier Fleurot is chief executive officer, public relations, corporate communications and Publicis events, Publicis Groupe.