Ashley, Managing Director of Alarice International, was invited give a speech about marketing at The Rotary Club on 2 June, 2016. As an experienced marketing leader, she shared some valuable insights into the current Chinese market, and some useful marketing tactics that could be effectively utilized in China.
Ashley first gave a brief analysis of Chinese consumers, who are becoming increasingly sophisticated, particularly in terms of the products and services they are demanding. Marketers who want to target Chinese consumers need to be attentive to changing demands which are impacted by a variety of dynamic factors.
Ashley posed the question all marketers seek to answer, “What do they want?”. They want quality over quality, guilt-free products, healthy goods to improve well-being, and of course, they want products that can enhance their social status and reputation.
Ashley outlined the most effective marketing channels, which included social media, advertising, bloggers, and press releases etc. She further elaborated on the role of Social Media marketing, which has become increasingly popular in recent years. WeChat and Weibo, as the two largest social media platforms in China, play a irreplaceable role in creative marketing and sales. They are effective tools to collect data for Chinese market databases, as well as conduct market research.