By now, it’s no surprise that Chinese consumers offer a major marketing opportunity for brands and businesses in North America. Research shows that almost 1.2 million Chinese residents in Canada account for $61 billion in consumer spending.

The question is — what is the most effective way to capture the Chinese audience? It is important to understand their purchase behaviours and media usage. A deep understanding of the nuances of Chinese culture, the language, and the media platforms is key to the success of your marketing strategy.

Here are some tips for your brands to target Chinese consumers in North America:

1. Social media is an extremely powerful tool

Our most recommended channels include WeChat, Sina Weibo, Xiaohongshu (Little Red Book), TikTok, and online forums. These platforms hold most of the opportunities for your business to raise awareness and create leads with engaging marketing strategies.

WeChat is king for the Chinese audience, not Facebook or Instagram. Your brand should have a WeChat official account, acting almost similar to a traditional website. It offers a place for your business to post content, receive messages, build your brand, and create loyalty.

Weibo is often called the “Chinese Twitter”, and is a good mix of Facebook and Instagram. Xiaohongshu combines features of Amazon, Pinterest, and Instagram that allows its users not only to share lifestyle or product experience, but to purchase branded products. TikTok is a video-sharing platform with genres like dance, comedy, and education.

2. Offer information in Chinese and adapt your messaging

This group prefers to consume content in their ethnic language. Chinese-language informational materials, such as printed messages, signs, and videos are more likely to be noticed and appreciated.

Reaching this demographic requires more than just translation. They identify themselves mostly with Chinese culture. One of the most effective ways to promote your brand is to integrate Chinese traditional cultural elements into your marketing content.

3. Work together with the local community

Another effective marketing method is to create a group chat for gathering information and generating discussions on WeChat.

Brands can also consider working with local Chinese KOLs (Key Opinion Leaders). They are influencers who are able to demonstrate and highlight products, giving more confidence to future buyers.

4. Understand tastes and preferences

China's luxury market has proved unstoppable. They have shown to be high purchasing, especially in luxury retail. Reports show that the majority of Chinese, about 70 per cent, prefer their luxury spending overseas.

Doing adequate research into the styles, trends, and interests in the target demographic will help in tailoring the message (and products) to the Chinese audience. As well, understanding the mentality behind status and exclusivity can help drive marketing efforts.

At Spotlight West Communications, we help agencies and brands reach the large Chinese consumer market through websites and digital platforms. Experienced in identifying potential customers, trends, and purchasing habits, our team helps in developing online and offline marketing strategies.

Connect with us at info@spotlightwest.ca or follow our social media accounts (Facebook, Instagram, Twitter) to find out more about Chinese social trends or marketing tips!