How to organize an effective PR campaign for your brand in China
For many years I have been working with a large international holding company with several companies in different countries. The holding includes industrial and financial enterprises, an investment fund, and manufacturing companies of various types.
In 2019, the owner of the holding decided to enter the Chinese market, and the optimal start was to participate in the China Import Expo.
We managed to book a stand just three months before the exhibition, despite the fact that applications should have been submitted a year in advance (details of how we achieved this can be found here). Therefore, we had the task of presenting the company on the Chinese market in a short period of time.
In 2019, the owner of the holding decided to enter the Chinese market, and the optimal start was to participate in the China Import Expo.
We managed to book a stand just three months before the exhibition, despite the fact that applications should have been submitted a year in advance (details of how we achieved this can be found here). Therefore, we had the task of presenting the company on the Chinese market in a short period of time.
Objective: to attract the attention of Chinese investors and consumers to the company through an effective PR campaign.
📍Point А:
- The brand was completely unknown in China.
- The owner had no knowledge of the Chinese mentality and did not understand how to effectively present the company in this market. All the materials and presentations were designed for a European audience.
- There were only three months left before the exhibition we planned to participate in.
📍Point B:
- Prior to the exhibition, we successfully raised the company's visibility, which enabled us to attract Chinese investment of over $30 million.
- Over 3 years, we organized more than 50 story interviews and 78 print media publications, which gave the company wide coverage throughout China.
- Built a strong reputation, allowing us to further secure incentives from the Chinese government to build a factory in the Shanghai area.
But first, let's get to know each other
My name is Ivan Melnikov, I am the owner of Asia Business Hub and I have been living in China since 2005. My company helps entrepreneurs with the procurement of equipment and raw materials from China, as well as with the realization of complex technical projects with the participation of Chinese manufacturers with full support at every stage.
Ivan Melnikov
entrepreneur, owner of Asia Business Hub
- Speaks Chinese without an accent
- Understands the mentality of Chinese business owners and know how to negotiate a discount and conclude a long-term contract
- Helps to organize PR in China and establish relations with the Chinese government
How we did it:
1
Stage. Redesign of the company presentation
Prior to the PR campaign, we did a near complete redesign of the company presentation, keeping only the overall concept and color scheme. We:
Changed the layout of the materials to better match the preferences of the Chinese audience.
Replaced the photos with photos more acceptable to Chinese consumers.
Added a story about our investor and his family to increase credibility and interest.
Prepared separate media booklets customized to local requirements and expectations.
For this, we engaged a Chinese copywriter who wrote all the texts for us again.
Prior to the PR campaign, we did a near complete redesign of the company presentation, keeping only the overall concept and color scheme. We:
Changed the layout of the materials to better match the preferences of the Chinese audience.
Replaced the photos with photos more acceptable to Chinese consumers.
Added a story about our investor and his family to increase credibility and interest.
Prepared separate media booklets customized to local requirements and expectations.
For this, we engaged a Chinese copywriter who wrote all the texts for us again.
To successfully enter the Chinese market and attract the attention of local consumers and media, you need to completely rethink the packaging of your product. Solutions that are effective in Europe and Russia may not work in China. Simply translating the text is not enough; you need a complete adaptation that takes into account the cultural and mental peculiarities of the Chinese audience.
2
Stage. Developing a unique concept
We packaged a unique concept for the client's company called “water out of thin air”. The right pitch plays a key role in marketing, and even the most ordinary product can be promoted significantly if presented to the consumer in an attractive and interesting way.
We packaged a unique concept for the client's company called “water out of thin air”. The right pitch plays a key role in marketing, and even the most ordinary product can be promoted significantly if presented to the consumer in an attractive and interesting way.
Recommendation: Before entering the China market, conduct an internal brainstorming session to identify the unique aspects of your product or service. This process will help identify key benefits and create a differentiated concept that will capture the attention and interest of your target audience, ensuring success.
3
Stage. Integration into the Chinese internet
Realizing that access to the global internet in China is limited and traditional Western platforms such as Instagram or Telegram are not used here, we adapted the website, made a Chinese version and created a WeChat account for the company. This step ensured an effective presence for the company in the Chinese digital space, making it accessible and visible to the local audience.
Realizing that access to the global internet in China is limited and traditional Western platforms such as Instagram or Telegram are not used here, we adapted the website, made a Chinese version and created a WeChat account for the company. This step ensured an effective presence for the company in the Chinese digital space, making it accessible and visible to the local audience.
4
Stage. Production of a documentary about the company
I made contact with the Chinese media. Arrangements were made with several of them for interviews with the investor. In cooperation with the Shanghai Media Group, we produced a full-fledged documentary about the client's holding. A journalist from the media group traveled to the client's headquarters outside China, where we shot a series of videos about the company and its investor.
I made contact with the Chinese media. Arrangements were made with several of them for interviews with the investor. In cooperation with the Shanghai Media Group, we produced a full-fledged documentary about the client's holding. A journalist from the media group traveled to the client's headquarters outside China, where we shot a series of videos about the company and its investor.
5
Stage. Extensive coverage through interviews and publications
In addition to producing the documentary, we have focused on conducting and publishing numerous interviews, both in video format and in print publications. Over the past few years of working with this company, we have produced over 50 story interviews and 78 publications in various media outlets. This approach has ensured a wide reach and increased brand awareness in the Chinese market.
Working with the media is key to increasing a company's visibility. If you have managed to attract the attention of journalists once, there is a good chance that they will come back to you for comment and opinion. Regular media appearances significantly increase your company's public presence and visibility, which helps to strengthen its position in the market.
In addition to producing the documentary, we have focused on conducting and publishing numerous interviews, both in video format and in print publications. Over the past few years of working with this company, we have produced over 50 story interviews and 78 publications in various media outlets. This approach has ensured a wide reach and increased brand awareness in the Chinese market.
Working with the media is key to increasing a company's visibility. If you have managed to attract the attention of journalists once, there is a good chance that they will come back to you for comment and opinion. Regular media appearances significantly increase your company's public presence and visibility, which helps to strengthen its position in the market.
Conclusion: A competent PR campaign done once will work for you for years.
6
Stage. Holding a meeting with the PRC government
We organized a personal meeting between the owner of the company and the President of the People's Republic of China, Xi Jinping, as well as governors and heads of major Chinese and international corporations. Organizing such meetings is a difficult task, but thanks to my extensive connections, we were able to successfully implement this stage.
We organized a personal meeting between the owner of the company and the President of the People's Republic of China, Xi Jinping, as well as governors and heads of major Chinese and international corporations. Organizing such meetings is a difficult task, but thanks to my extensive connections, we were able to successfully implement this stage.
What's the result
As a result of our work, several key objectives were achieved:
- Company Recognition: The client's company was recognized in China, not only by investors but also by consumers.
- Reputation and favorable terms: We built an excellent reputation, which further enabled us to secure favorable terms for the construction of a technology park in the suburbs of Shanghai. There was so much interest in the company that several regions sought to host the technology park.
- Government support: We demonstrated the company's strengths to the PRC government, which subsequently helped us to obtain more than $30 million in bank financing.
Conclusion: It is almost impossible to organize such a PR campaign without relevant experience. However, with the help of a reliable partner with a deep knowledge of the Chinese market and well-established connections, everything becomes achievable.
And if you want to build a business with China or get a ready-made solution for entering the Chinese market, start with a free consultation at my company.
At an online meeting, we will go over all the nuances and steps specifically for your project.
At an online meeting, we will go over all the nuances and steps specifically for your project.
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