(Source: https://pltfrm.com.cn)
Introduction
China’s media landscape is rapidly evolving, with a clear shift towards digital platforms. However, traditional media continues to hold relevance, especially in niche markets. This article explores how brands can balance both traditional and digital strategies for maximum reach.
1. The Rise of Video Advertising
1.1 Dominance of Douyin and Kuaishou
Short video platforms like Douyin and Kuaishou have revolutionized video advertising in China. Their appeal lies in their ability to capture attention with quick, engaging content, which can be precisely targeted based on user data.
1.2 Long-Form Video on Youku and iQiyi
For brands that need to tell deeper stories, long-form video content on platforms like Youku and iQiyi is ideal. These platforms offer ad formats ranging from pre-roll to branded shows, providing numerous opportunities for storytelling.
2. The Persistence of Print Media
2.1 Magazines for Luxury Brands
Luxury brands continue to find value in magazine ads, especially in high-end lifestyle publications. These ads target affluent consumers and build brand prestige in a way that digital ads often cannot.
2.2 Regional Newspapers
For regional brands, print ads in local newspapers are an important tool for community engagement. Regional newspapers offer a trusted, familiar platform for local businesses to reach their target demographics.
3. E-commerce Advertising as a Core Strategy
3.1 Platform Ads for Direct Sales
Tmall and JD allow brands to place ads that directly boost product visibility and lead to instant purchases. These platforms also offer sponsored promotions during shopping festivals like Singles’ Day, amplifying sales.
3.2 Social Commerce Integration
The integration of social features on e-commerce platforms means that brands can advertise directly within users’ social feeds, creating a seamless shopping experience that increases impulse purchases.
4. The Impact of Content-Driven Campaigns
4.1 Branded Content on Bilibili
Bilibili, a platform catering to younger audiences, allows brands to engage users through branded content. This offers an alternative to traditional ads, blending entertainment and promotion to build stronger brand affinity.
4.2 Storytelling through Native Ads
Native ads, which blend seamlessly with a platform’s content, are an effective tool for brands to tell their stories. On platforms like WeChat and Weibo, native ads generate higher engagement and trust compared to traditional display ads.
Case Study: Coca-Cola’s Bilibili Campaign
Coca-Cola successfully ran a branded content campaign on Bilibili, where influencers created fun, engaging videos featuring the brand. This campaign resonated with young consumers and drove a significant increase in brand engagement and product sales.
Conclusion
Balancing traditional and digital media strategies is vital for brands seeking to thrive in China’s complex advertising landscape. By understanding the strengths of each channel, brands can create integrated campaigns that resonate with their target audiences. PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in-depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
