Building authentic and sustainable engagement in China through community marketing

An article we wrote in early September touched on some community-focused initiatives in China. Examples came from the large end of town, including Meituan and Pinduoduo, to niche communities seen in pubs such as Tiaohai Village. The interest from brands was clear, seeing us receive many inquiries seeking more information about community-based initiatives. 

As a result, we’ve put together a Community Marketing white paper to provide more and deeper examples, and other things to think about when considering community-based marketing initiatives in China. It also explains why community marketing is even more relevant in China than other markets. 

Too many brands define their target audience using only traditional demographics, such as age and life stage, gender or income. They often overlook their tribe – the unofficial community that influences their purchase decisions and advocacy more than any.

Many community-focused initiatives in China aim to reach these tribes by tapping into the digital savviness of Chinese consumers, and focus on building communities online. Yet the most effective brands usually also incorporate physical touch points to connect, engage and grow groups.

For example, Seesaw Coffee identifies cultural activities as an important pastime for their target audience. It has doubled down by hosting physical events such as gallery and museum strolls, supported by a good old fashioned printed newspaper. Patagonia takes a similar approach, connecting their target audience by hosting events for people who like the outdoors.

Incorporating physical events with online touch points is vital for community-focused initiatives. Nike provides a good example building running communities through physical and digital events, coupled with style guidance, workout plans and the latest sports technology, all though its digital accounts. Lululemon’s standout 34% growth in Q2 was largely driven by its nurturing of communities through online and offline initiatives.

Too many brands spend the majority of their marketing budgets on expensive KOLs and livestreamers. Whilst these can raise awareness and encourage trial, they typically bring transactional sugar hits, with few benefits beyond a short term spike in revenue – often with low margins as many KOLs demand a discount to promote your wares.

There is a place for this type of marketing, but redirecting some of this expenditure to community-based initiatives can build authentic engagement with your brand over the longer term. Your target audience will be more prepared to buy your goods and services without a heavy discount and expensive advertising. They will also be much more likely to become grassroots advocates, and with it, deliver some of the most compelling and cost-effective marketing that you could wish for!

Download our Community Marketing Whitepaper to learn a little more about the approach in China, and contact China Skinny to learn how to put it to practice in a way that aligns with your target audience and brand ethos.