在福布斯的一篇名为“5 Chinese Marketing Terms You Must Know In 2020”的文章中，作者Lauran Hallanan总结了五个对于想要了解2020年中国市场营销的外国人来说必须要学会的词。
These are not merely flash-in-the-pan fads, but long-lasting trends that reflect the changing preferences and habits of Chinese consumers.
”Xiachen” literally means to sink or submerge and is now a popular term meaning that brands’ marketing efforts are adapting to sink or move down into lower tier markets.
In the past, brands looking to reach Chinese consumers have typically been focused on cosmopolitan consumers in China’s first and sometimes second tier cities. However, over the past few years, consumption growth in these cities has slowed as the market has become oversaturated. These mature shoppers are overwhelmed with choice and it is costly for brands to break through the noise.
Consumers in China’s less-developed urban centers and rural areas are driving the next wave of consumption growth in the country. A recent survey of over 6,700 Chinese female shoppers found that consumers in third-tier cities and below planned to spend more than consumers in first- and second-tier cities during 2019’s Alibaba 11.11 Shopping Festival.
私域流量 Private traffic
The term refers to internet users whom you can directly contact or who seek out your channels without you having to pay to reach them.
Similar to Facebook and Instagram, organic reach is being heavily restricted on most Chinese social media and e-commerce platforms, requiring brands and influencers to pay to reach their own followers, and brands are looking for alternatives.
Right now, the super app WeChat is the biggest private traffic channel in China. Brands are using personal WeChat accounts and WeChat groups to create communities of consumers. Although a labor-intensive process, it reduces the distance between the brand and consumer and helps build loyalty. In 2020 we are likely to see more brands running these communities with the help of custom chatbots.
In many parts of Asia, influencers are referred to as KOLs or key opinion leaders. This year, a subsegment of KOL marketing took off, and that was KOCs or key opinion customers/consumers.
KOCs are essentially long-tail micro influencers. They are ordinary everyday consumers who enjoy sharing their experiences on social media. Generally, they are knowledgeable on certain topics. Unlike KOLs, they may only have an audience of several hundred to a few thousand followers and therefore typically have a much closer relationship with their followers than a KOL does. Unlike KOL campaigns, KOC campaigns are typically unpaid – KOCs receive free product with the hope that they will share content.
Chinese consumers are becoming more sophisticated, they have a lot of options to avoid traditional advertising. Their attention span is also decreasing meaning it is getting harder to keep their attention once you have it.
Unlike several years ago, consumers are now very aware that KOLs are promoting products because they are being paid to. They are craving more content that is not commercially influenced.