Researcher Finds China’s Marketing Campaigns More Effective Than Western Business Practices

China business center
A construction worker walks with an Ofo's shared bike near the China Central Television (CCTV) building (behind) in Beijing's central business district, China August 16, 2018. (Photo: REUTERS/Jason Lee)

A researcher has just discovered that China's marketing campaigns are more effective and cheaper than those implemented by Western businesses. Kimberly Whitler argued in her study that Chinese campaigns may be more feasible in today's market.

According to the Harvard Business Review (HBR), Whitler, who is an assistant professor at the University of Virginia Darden School of Business, studied marketing campaigns used by Chinese entrepreneurs.

In her study, Whitler suggested that Chinese business practices are most often than not more effective than traditional marketing campaigns that Western businesses still hold on to these days.

In an interview with HBR, Whitler noted that she "felt energy and positivity from the Chinese companies" she visited and based her research on. She added that businesses in the world's second-largest economy operated in a way that appeared to keep them "from being competitive."

Whitler explained that China's huge conglomerates operate under a different market structure in comparison to those in the West. She said this is why Chinese businesspeople have a "very different mindset" that allows them to establish unique competencies.

One of the main aspects that Whitler noted in her study is her observance of how Chinese people are less concerned about privacy issues. Instead, they acknowledge privacy concerns but also leverage the information they have to come up with better products or services because they know more about consumers.

Earlier this month, a report on Jing Daily highlighted the importance of shifting from traditional marketing practices to those that are more fitting for the era's global marketplace.

The outlet noted that while China is already implementing modern marketing campaigns, there is still a need to explore new ideas, especially in terms of understanding investment, sales, and brand activities links.

Researchers said it is quite important to understand how Chinese consumers behave in the market. Whitler is among the analysts who discovered that consumers in China spend a lot of hours on their smartphones, particularly on e-commerce channels and social media. Business analysts said entrepreneurs should leverage this behavior to develop an effective marketing campaign.

China Briefing advised foreign businesspeople who want to make a name for their brands in the country to capitalize on digital branding. China's consumers are largely into digital shopping and it is understandable that online brand awareness is key to success for new companies.

Competition is tough in the Chinese market but analysts stressed the importance of adopting marketing strategies that successful Chinese brands are known for. These successful companies include Baidu, Alibaba, Tencent.

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