By guest blogger Michael Hurwitz, Marketing Specialist at Chinese Pod
Many retailers may be intimately familiar with the ups and downs of sourcing products and materials from China, but fewer have experience with marketing products on China’s internet, both those made here in China and those manufactured abroad.
There’s no question that China’s economy is exploding in a way we haven’t ever really seen in the modern era. There are some indications that growth may be slowing, but the country’s economy remains dynamic and opportunities for foreign and domestic firms alike remain plentiful and exciting. This is especially true in China’s internet sector, as Chinese consumers move their lives and commercial activities online even faster than in many Western countries.
China’s internet is a gigantic sea of potential customers and fans, but navigating it can be especially tricky given factors like language barriers and government control over aspects of the ‘net. That’s why it’s crucial to properly vet any potential candidates for online marketing positions aimed at the Chinese market; the intricacies and particularities of Chinese consumption are complex and can be quite difficult to grasp if you don’t have experience and insight into what it’s like to do business here. Here are some things to keep in mind when looking for the perfect marketing person for your Chinese operation.
Can’t Fight Against the Youth
It may seem a bit crass, and for Westerners accustomed to strict anti-age discrimination laws, illegal, but Chinese society has changed so rapidly that people 8-10 years apart in age may well have grown up with very different skills and knowledge being emphasized. As such, it’s important to have a younger Chinese on your marketing team, since they’re of a generation that grew up as internet access spread rapidly throughout the country and knowing the ins and outs of internet culture is second nature to many Chinese in their early 20’s. Conversely, a 30 year old Chinese likely didn’t have the same technological opportunities during his or her education, and thus probably isn’t as good a fit for the job.
…to be continued in our next blog.
Fastpivot guest blogger, Michael Hurwitz, is a China-based internet marketing specialist, specializing in copywriting, marketing strategy, market analysis, analytics, etc.. He is currently available for freelance assignments. Contact him at mjhurwitz -at- gmail.com
