Consumers engagement pattern has caused a major marketing shift in recent years. Social media has outgrown many marketing channels and Chinese embrace it most compare to their fellow users around the world.

Just which social media platform will have fastest results in China marketing? If you are thinking of WeChat, you might have to think twice.

WeChat with over 800 million Monthly Active Users (MAU), is now the most popular tool that marketers think highly upon. No doubt, its multi-tasking ability and user-friendly structure greatly influence consumers’ life. It is a good brand-building channel, but definitely not the fastest outreach tool you expect it to be. A quick engagement outcome is a result of several concoctions and WeChat is where direct communication with fans take place.

Compare to WeChat, Weibo has ‘merely’ 269 Million MAU, but promotion results without advertising, Weibo scores high. This Twitter simulated platform could easily capture 6-figure impressions and above in any campaign, if it is being properly delivered.

Needless to say, media buy could now provide pretty accurate target audience data with quick results, measurable KPI and enable ROI calculation. If cost is not an issue, this is definitely the fast way to reach out to Chinese audience. However, it cannot do without the help of a landing point, which is the social media platform.

Without advertising, WeChat and Weibo combined effort could still reach KPI, but with longer lead-time and it is not impossible.

All marketing tools are inter-related as consumers are more complex than we think. The traditional marketing funnel system no longer applies. Integrated engagement effort does. In other words, you have to be on multi channels at all level of your marketing outreach effort. Ultimately, content is still the king.

The best solution is to start with on solid ground. Establish a quality Weibo and WeChat platform. A good campaign strategy combine with media buy and social media channels would be the most effective marketing strategy.


China Social Media Insights 2017

Social Media trend 2017

When we talk about social media in China, the first thing you would probably think of is WeChat, a platform with 856 million monthly active users. What else is there other than WeChat and perhaps Weibo, the twitter simulated platform?

Besides the Ws, let us explore what Chinese users would appreciate on social media:

Mobile platforms

Mobile friendly, please

You are probably reading this article on your mobile and chances are your target audience is doing the same. Should you be linking your website or App to WeChat,  small prints and complicated registration steps will drive them away. Make it simple and easy for your followers to follow you.

Reading habit

We used to think that Chinese like to read a lot of text. In recent years, content flood on cyber space has changed readers’ habit. No longer will they have the time or patience to read long articles. Many favor fragmented and condensed topics within one content rather than a long story unless it is a novel. Perhaps it is about time to relook your content strategy.

Numbers game

Content targeting mass market could generate 100’000 readers per feed on WeChat Such accounts usually have over millions of followers resulting to a 5% estimated response rate (non-official).

Niche and professional group could have above 30% engagement rate (a few hundred/thousands, depending on number of followers) since participants have very specific interest and engagement desire.

It is obvious that the higher number of readers, the better brand exposures. If your content is being confined within your own platform, it is time to consider expanding your content onto other social media platforms.

How’s your platform doing among competitors? Choose your benchmark carefully.

Twitter vs Weibo

Weibo, the twitter simulated platform

Weibo hosts 297 Million active followers. It used to be The tool, until WeChat took off in 2012. Many consider Weibo an old tool, but your media buy agent continues to use Weibo to drive mass market campaign as the numbers are still appealing. With WeChat adjusted its adv. placement appearance similar to Facebook, Weibo might further loose adv. value. At the moment, Weibo is still a favourite digital adv. channel.

Tencent Live stream platforms


First was Youku, tudou and now we have Live-streaming platforms. Tencent has several live-streaming platforms serving different broadcast objectives. In 2017, Live-streaming could be the major trend on cyber space. Check them out and explore the possibility of creating a live broadcast for your brand.

Gentle reminder 

WeChat, Weibo and all social media platforms serve to communicate and engage your audience with the aim to turn them to become your fans and eventually your customers. No one wants to read your catalogue weekly unless you are sure your followers would appreciate it. It is tempting to ‘sell’ on your platform, do it intelligently. Hard selling, drives away your followers.

Simply to say, be a friend and not a salesman on social media platform.


Contributed by Sarah Chiang, International Business, Red Line

Promote your brand to target audience with immediate measurable results in China – celebrity Weibo (China version twitter)

weibo logo

Celebrity twitters in China has been able to promote brands draw immediate advertising results through Weibo Ad with measurable ROI. How does it work?

As above and below the line advertisements are everywhere in China, it is hard to stand out from the crowd if you ad is not bigger or unique and appear in appropriate channels. Chinese consumers have many choices these days and they trust comments found online from third-party. Social media marketing is an important tool for China brand development.

Celebrity Weibo usually carry over seven to eight figures fans base. Every Weibo Ad launched through such sites will carry a spiral exposure effect and bring in new fans to advertisers.

Weibo ad

Weibo Ad is not an organic tool, but it brings immediate measurable results.  In order to maximize advertising objectives, advertisers need to select most suitable sites to reach right target audience. One could place ad directly or through soft selling on selected sites.

There are many celebrity weibo to choose from. The range is pretty wide, from finance to health to lifestyle. Besides interest group, advertisers could narrow down target audience base on demographics : age group, gender, region. The beauty of Weibo Ad is its ability to provide measurable results within mins or day.

Having said that, implementing Weibo Ad does require skills and experience as the demographics selection is limited. Your ability in allocating right schedule and ad frequency with convincing campaign message will determine the results of the Weibo campaign.

Share with us your experience in Weibo Ad or your China social media.

Top picture courtesy of sina weibo

Simple social media approach to draw Chinese shoppers – Baidu and Weibo power


If your retail outlets are overseas, how do you attract Chinese shoppers to your stores?  Social media has a big role to play in creating China business opening for you. Baidu and Weibo are the two channels you need to explore for your China retail strategy. The first is China largest search engine and the latter carries China twitter function. Both set-up are the must have for any B2C enterprise who wish to attract Chinese customers.

The online practice habit of Chinese consumers is what makes Baidu important. Information on e-platform has great influence on Chinese consumers buying decision. It is very common for them to check first online to verify information they receive. For shoppers, they will visit outlets and compare prices online to make buying decision.

The online practice habit of Chinese consumers is what makes Baidu important. Information on e-platform has great influence on Chinese consumers buying decision. It is very common for them to check first online to verify information they receive. For shoppers, they will visit outlets and compare prices online to make buying decision.

Once they participate, you have created a successful campaign and your fans will start growing. The result does not stop there. These fans would be able to start buying from you when they visit or ask third party to purchase on their behalf, which is very common among Chinese community. They need not visit your shop. Those who can be found on Baidu, start seeing attract of Chinese visitors increase. If you wish to achieve what they did, here are some of the basic steps your need to attract Chinese customers to you :

Step 1: Be visible on Baidu search

Baidu is one of the largest search engine in China. It commands 70% online users population in China.

Your name should be listed on Baidu through PPC (Pay Per Click) advertising while you work on your organic listing, SEO (Search Engine Optimization) on Baidu.

Step 2 : Present yourself through Weibo

Having a website in English and Chinese is only a start. It does not bring traffic. You need to attract and engage customers to your site. One of the important B2C tool is Chinese twitter called Weibo.

Step 3 : Strategic campaigns to grow your business

To make Weibo serves you successful, your voice has to be heard. Don’t hard sell your products unless you are providing very good offer. Communicate with your customers like you want to be approached. Add interesting elements in their life. Let them want to come back often for a good time. Every message you twit should carry weight and encourage action.

If you still don’t get the kind or response you wish to achieve, consider tapping on Weibo Ad and WeChat campaigning to give you a head start.

Weibo Ad gets you appear on celebrity tweeters, which help you draw their fans to you. The result is visible within very short time. WeChat should be your next level of communication media as smart phone is a common tool among Chinese consumers. To make success WeChat campaign, you must first accumulate quality fans and structure your campaign well. This we will discuss in another occasion.

Chinese consumers are dominating retail scene global wise. Retailers from everywhere are trying to attract them to their outlets. Are you drawing customers to you? Give it a thought about your presence in China. Internet can bring you very close to your Orient customers.

Red Line China Retail helps overseas retailers to establish their presence in China through Baidu PPC, SEO, WeiBo and WeChat setup and specialized in managing campaigns that attract fans.

The Secret of Designers’ Success – Social Media Secrets

peacock feather

Have you wonder what could be difference between a successful designer and one who tried twice as hard and never get a break?

Besides talent, network, exposure, money, knowledge and operation support, the concoction cannot be completed without participation of fans. Only with a group of advocates are you a step ahead.

While waiting to be discovered, consider taking advantage of technology, using social media to build your brand.

The benefits are huge. You are talking directly with fans, create awareness, communicate and hear what they say about you. You can decide on your product launch at anytime. Link your collection to e-Shop or your retail outlet and start promoting, interacting and selling immediately.

What you now need is a social media specialist to put things together while leaving you to continue to do your best creation.

Do consider a proper social media company that can deliver quality result for you. It is a human intensive work and should be done be a team with product and market knowledge. Social media specialist needs to work on the fundamental of the market, corporate / brand philosophy combine with human psychology, sociology and technology to help you grow strategically.

Understand what the audience wants and provide the kind of information that are inviting. Simply promoting your brand, offering discount without other interesting content could be a put off to fans and eventually cause them to fade out.

While you are creating, consider using technology to help you grow. Select a right social media company to help you grow your fans base and involve in answering fans on a fixed schedule weekly. Leave social media to the expert.