What Are Western Marketers Learning from Their Chinese Peers?

The Vast Differences Between Western and Chinese Marketing Markets

Region	China	West
Channel Granularity	Highly concentrated on platforms of giants like BAT	Fragmented across multiple channels
User Data Intelligence	Comes from a single closed-loop data source, where one company can control all aspects of personal data	Comes from dispersed data sources, with data on daily life held by different companies
Market Focus	Mobile, with 90% of purchases during Double Eleven coming from mobile	A wide variety of channels: TV, email, magazines, radio, billboards, newspapers, websites, etc.
Pace	Fast, optimizing revenue	Slower, optimizing profit

How Western Marketers Can Learn from Their Chinese Peers

1. Build good relationships with major companies like BAT
2. Prioritize mobile
3. Embrace all-in KOL-driven viral marketing on social networks
4. Focus on content marketing rather than simple promotions and collaborations
5. Manage multiple channels in the West while navigating large companies' multi-platforms in China
6. Balance "thoughtful planning" with "plans not keeping up with changes"