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      <title>Geo-Targeting Chinese Consumers by Наталия Богданова</title>
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      <pubDate>2020-10-24 07:25:44 UTC</pubDate>
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         <description><![CDATA[For years, marketers have targeted a demographic broadly described as middle-class, educated, married, evenly split between genders, and urban dwelling. Until recently, urban was quickly categorized as living in or near the three cities of Beijing, Shanghai, or Tianjin. Now marketers have a feeling these areas might have reached a saturation point.

In other words, the greatest potential for new customers and larger market share probably lies in the so-called second-tier and third-tier cities that have a population similar to, say, Chicago at 3 million rather than Shanghai’s 24 million.

Savvy marketers, looking five to ten years down the road, see the growth of the middle class in second, third, and even fourth-tier cities exploding. For online efforts, the task is to tap into these largely unexplored (by western brands anyway) areas before everyone else. Though television has long dominated the Chinese landscape as the primary marketing medium, things are changing rapidly.

Consider the following tactics to get your brand recognized in China’s outlying regions.

Nothing but Mobile: While it is widely assumed that America and other western countries account for the most use of mobile devices to access the internet, recent research indicates that 61% of all Chinese internet traffic is of the mobile variety. So you are not just selling to an online audience, but to a mobile device audience. That means every page of your website, every email you send, and every social media post or ad you create should reflect that reality.

Percentage of mobile internet traffic by country
Source: The Kenyan Wall Street

Branding: If you already have a successful brand, you are obviously doing something right. However, attracting a Chinese customer might require anything from a minor tweak to a complete brand overhaul. The bottom line is to show awareness that you understand local cultures and preferences. As an example: Are you a western scotch maker? In China, they like to drink it with ice and green tea. It would be a good idea to reflect that local preference in your marketing.

Final Thoughts
There is one aspect of this discussion not touched upon yet. In fact, I held it until the very end so there would be a better chance you would remember. Though the Chinese are voracious learners of the English language, plan for your website and all marketing to be written in Chinese and, for the love of all that is holy, don’t rely on automatic translation software. You have no idea the kind of negative sales backlash that might result when the wrong word or phrase is rendered.

If you do not have a firm comprehension of the local language, do yourself and your business a favor and hire a native speaker to write copy and proofread each element of every sales effort. If you cannot afford that expense yet, wait. It would be better to pause your Chinese marketing plans than to do it badly. As the saying goes, there is no second chance to make a first impression.]]></description>
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         <pubDate>2020-10-24 07:26:18 UTC</pubDate>
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