(Source: https://pltfrm.com.cn)
China’s market for children’s products, including educational toys, offers a unique set of opportunities and challenges. Social media and KOL (Key Opinion Leader) influencer marketing play pivotal roles in promoting these products to Chinese families. This article explores effective strategies for marketing children’s products through social media and KOL partnerships in China.
Understanding the Target Audience
Recognize that the target audience includes both children and parents, each with different interests and decision-making power in purchases.
Example: Dual-Audience Content
An educational toy brand creates content that appeals to children with fun and interactive elements, while also providing informational content for parents on the educational benefits of their products.
Compliance with Regulations
Ensure all marketing activities comply with Chinese regulations on children’s products and advertising to children.
Example: Regulatory Adherence
A children’s product company ensures all their advertisements on social media and KOL partnerships follow guidelines regarding content appropriateness and marketing to minors.
Selecting Family-Friendly KOLs
Partner with KOLs who have a family-friendly image and can endorse the value of your products to both children and their parents.
Example: Family Influencer Partnership
A board game company collaborates with a KOL who is a mother and shares her family’s experiences playing the game, highlighting its educational and entertainment value.
Highlighting Educational Benefits
Focus on the educational benefits of toys and children’s products, showcasing how they contribute to a child’s development and learning.
Example: Educational Highlight
An educational toy brand emphasizes the STEM skills developed through their toys, aligning with parents’ interests in enhancing their children’s cognitive abilities.
Visual and Interactive Content
Create visually appealing and interactive content that demonstrates the product’s features and engages children’s imagination.
Example: Interactive Demonstrations
A toy company uses Douyin to show children playing with their toys and learning new concepts, capturing the interest of both children and parents.
Cross-Platform Strategy
Develop a cross-platform strategy to reach a wider audience, tailoring content to suit the unique features of each platform.
Example: Multi-Platform Engagement
An educational app promotes its content on WeChat, Weibo, and Xiaohongshu, using different formats such as articles, videos, and interactive quizzes to attract users on each platform.
Offering Trials and Experiences
Provide opportunities for families to try or experience the products, building trust and interest through hands-on interaction.
Example: Trial Offers
A children’s product brand offers a free trial of their educational toy set, encouraging parents to share their children’s experiences on social media and provide feedback.
Encouraging User-Generated Content
Encourage parents and children to share their experiences and creations using the product, building a community and social proof.
Example: UGC Campaigns
A craft toy company runs a campaign on WeChat, inviting parents to share photos of their children’s finished crafts, using a branded hashtag to increase visibility and engagement.
Performance Tracking and Optimization
Monitor the performance of social media and KOL campaigns, optimizing strategies based on data-driven insights and feedback.
Example: Data-Driven Improvements
An educational toy brand tracks engagement and conversion rates from their KOL partnerships and adjusts their marketing mix to focus on the most effective influencers and content types.
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!
Email: info@pltfrm.cn | Website: www.pltfrm.cn
