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OUR INSIGHTS

02-15-2025

How brands gain a quicker foothold in the most sought-after growth market:

 

The Chinese market is very attractive for Western companies and continues to gain in desirability. There is hardly any other country that offers the growth potential that exists there. It is obvious to take the next step and expand into China. As in Germany, it is not only product quality that determines success or failure, but also a targeted marketing strategy. And this is exactly where the challenge lies: the ever-changing Chinese market is often impervious for foreign decision-makers. Western companies regularly face the difficulty of adapting to the rapid pace of the Chinese market.

 

A decisive advantage is to have a strong partner at your side who knows the market, customers and trends like the back of his hand. Hylink, China's largest independent digital marketing agency, with 24 offices in 8 countries, aims to drive growth in the Chinese market for clients from Europe and around the world. Hylink has just opened its first German office: From Munich, the Chinese marketing expert now supports companies from the D-A-CH region in their entry into the business.

 

What is crucial for the subsequent success in developing marketing concepts for China, Hylink DE recommends with the following 7 steps:

 

1. Localize marketing activities

The Chinese market ticks differently. Even if many D-A-CH companies are aware of this fact, they often forget what this means for marketing: simply transferring concepts that are successful in Germany or Europe to China will not work. Rather, it means a great effort to rethink messages and channels accordingly and to tailor them to Chinese demands. A Chinese partner can help to set the right priorities and provide active support. 

 

2. Know Chinese customers

The decisive factor for success is that the products meet the needs of Chinese customers. The prerequisites for this are good, because brand quality is also a trump card in China, but the dimensions differ considerably. Luxury goods are particularly popular: in 2019, sales in China were 115 billion euros. This market thus accounted for 90 percent of the growth in the luxury industry. The younger generation in particular is focusing on luxury and is driving this development. By 2025, Chinese customers will consume half of all luxury goods worldwide.

 

3. Identify and use trends

The dynamism of the Asian market is largely due to the significantly increased speed at which trends are created, picked up by more and more customers and finally discarded. Younger consumers in particular are behaving in a more differentiated way in terms of values and attitudes. They are digital native, and highly social and trend dependent. It's good when a consultant is close at hand and knows what's in right now. Hylink also sets its own impulses and thus ensures a pioneering role for its customers in China.

 

4. Communicate digitally with the target group

Digital channels are also becoming increasingly important in Germany and Europe. Chinese consumers are already one step ahead here: they are incredibly digital savvy and do a lot of research before making purchasing decisions. During the decision-making process they are exposed to an average of four to five points of contact, of which around 60 percent are digital. Thus, to influence customers from their researching period, is crucial to secure a better conversion rate. E-commerce is one of the most effective channels for influencing purchasing decisions. Therefore, when choosing communication channels, special attention should be paid to digital offerings.

 

5. Be technically well prepared

Chinese consumers are very experienced in dealing with technical innovations. Content must therefore be optimized at least for mobile and fit into the already firmly established usage behaviour. By way of comparison: Around 854 million users in China use the Internet. A total of 847 million access the Internet on their mobile devices. And users know exactly which app meets their requirements. Even within categories such as shopping or social media, Chinese customers know what is on offer and the corresponding differences.

 

6. Think App first

Mobile is dominant in China. Chinese consumers are not only mobile first, but even one step further, app first. They know to which app to go for which information to get, or which products to purchase. They use countless apps for their different needs at the same time and with pleasure. Therefore, the strategy is to focus marketing not only on one channel or platform, but to find integrated omni-channel marketing solutions. It is important to know exactly which platform serves which purpose and how content should be localized. Hylink draws this expertise, for example, from agency data analysis.

 

7. Cooperate with market leaders

Despite all the fragmentation, there are also top dogs in the Far East: WeChat  has 1.17 billion monthly active user. This makes the super app, which combines functions such as social networking, shopping and payment, the most-used mobile application in China. Hardly any brand can afford not to communicate on WeChat. Hylink offers its customers fast access and thus a competitive advantage through exclusive cooperation and strategic partnerships such as with Tencent, the owner of WeChat.

 

Unlike many other agencies, Hylink is not an offshoot of a Western agency based in China. Hylink is China's largest independent digital marketing agency and the largest media buyer in the country. Thanks to the know-how accumulated over the past 26 years, Hylink has a deep expertise in developing digital solutions for a variety of sectors. At its new German location in Munich, Hylink already has a successful cooperation with its founding customer Mytheresa.com. With a campaign in which a creative H5 game was developed and implemented on "WeChat" and "Weibo", for example, over 6,000 new followers were won for the client's social media account and a CTR of over 80 percent was achieved.

 

About Hylink:

Founded in 1994, Hylink is now China's largest agency providing comprehensive services for integrated omni-channel marketing solutions. Using a data-driven approach to strengthen omni-channel marketing, the agency drives continuous growth for clients and partners in the ever-changing Chinese business environment. Clients include international companies from the automotive industry (Mercedes Benz, Renault, Volvo and many others), beauty and fashion (including Dior, Estée Lauder, MAC), travel and tourism, FMCG and retail, food, e-commerce, finance and high-tech.


Hylink has been in the market for over 26 years and is being the digital marketing pioneer ever since.  Hylink started its global expansion since 2016 with first global footprint in US, followed by UK, France, and opened the Hylink Germany company, to further accelerate its development in Europe, and bring the expertise and knowhow of the China market to local clients.  Hylink DE Digital Solution GmbH , headquartered in Munich, has been opened and managed by Managing Director Wenjing Wang, since 2020.


Further information: www.hylink.de


Link to the original article: 

https://www.textile-network.de/de/Business/Hylink-Deutschland-Wie-Brands-in-China-schneller-Fuss-fassen


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