If you think we’re going to talk about the typical trends—like the current shift from WeChat to RED or relying solely on short videos—you’re in for a surprise. At CHIN, we love to dig deeper. To stay ahead in Chinese marketing for Q4 2024, here are three crucial strategies you need to know.
Strategy 1: Q4—Embrace the Season of Discount Sales
The last quarter of the year is packed with key sales events, especially for businesses targeting the local Chinese-Australian market. If your competitors are rolling out special Chinese sales campaigns while you remain quiet, you’ll miss out on a huge marketing opportunity.
- November is no longer just another month for Australian and international businesses—it’s a shopping festival! With Double Eleven (11.11) and Black Friday falling within the same month, it’s the perfect opportunity to ramp up your sales campaigns. Whether you’re targeting Chinese consumers or leveraging cross-border e-commerce, these two shopping events are must-win battles.
- December remains a peak shopping season as people prepare for Christmas, but savvy marketers also keep one eye on Chinese New Year (29 January 2025). Preparation for this holiday starts in December, and brands that position themselves effectively can benefit from extended consumer spending well into January.
Strategy 2: Leverage RED Ads for Effective Conversions
One of the most underutilised but powerful tools in the Chinese marketing ecosystem is RED Ads. While organic content on RED does not allow businesses to include external links or contact details, the paid advertising features offer a solution.
With RED Ads, you can now add a website link in the Call To Action (CTA), directly driving traffic from your content to your online store or landing page. This is a game-changer for brands looking to generate sales, as it allows for a seamless user experience from discovery to purchase or enquiry.
Strategy 3: Followers Aren’t the End Goal—Conversions Are
In the past, Chinese social media marketing was heavily focused on growing follower numbers and maximising engagement. But as platforms like RED and Douyin (China’s TikTok) evolve, so does user behaviour. The focus has shifted from gaining followers to driving conversions and sales through highly personalised content.
The personalised recommendation algorithms on Chinese social media platforms have transformed the user experience. Users are less likely to follow accounts in the traditional sense but are more likely to interact with useful and interesting content that appears in their feed, thanks to these algorithms. The key for businesses is to create content that resonates on a personal level, ensuring that even without a large follower base, your message reaches—and converts—the right audience.
To succeed in Q4 2024, businesses must embrace these evolving sales marketing strategies. Whether it’s leveraging key shopping festivals, using advanced advertising features on RED, or focusing on conversion-driven content, these insights will help you navigate the complex and fast-moving Chinese market – here in Australia and in China.
Looking to boost your conversions during this critical season? Contact CHIN today at info@chincommunications.com.au or call 1300 792 446 for a customised marketing strategy that taps into the latest trends and maximises your impact!