It’s no secret that Chinese consumers are among the world’s most brand-conscious buyers. In fact, they’re willing to pay more for branded products compared to their price-driven peers in other markets. Chinese consumers are also more likely to use search to research and validate brands, while US searchers are more likely to search non-brand products and look for price comparisons. As such, brand value is extremely important in China. Sounds like a brand marketer’s dream. But why should this matter to digital marketers? It matters because China is the world’s largest mobile market. Its rising middle class is extremely comfortable purchasing across digital devices, not to mention nearly 90% of Chinese consumers use Baidu for search. Simply put, the stakes are high for brands in China’s hyper-competitive digital ecosystem.
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