SUPPORTING YOU IN BUSINESS IN CHINA
Uengager is a B2B MarTech (marketing technology) brand focused on national and international companies who want to provide their customers a first class user experience everywhere customers interact with them.
China User Engagement
Contact Uengager to learn how to attract, engage and retain Chinese consumers to your product.
What is most important in your China marketing
What ever is important to you, chances are, like most businesses you spend thousands a year in search of it.
Chances are, what you are looking for is customer loyalty?
Customer engagement?
But Customer Engagement and Loyalty start from User Experience
Marketing in China:
Then
20 years ago, no WeChat, no digital, no apps. Marketing was a dirty word. People calling themselves marketers were looked on with suspicion. As cheats, con artist’s.
Asking to talk to the marketing manager usually ended up meeting the sales manger, often a hard bitten, battle tough, grizzled middle age, chain smoking man. Occasional a woman, but no less wary and canny. These people lived by their wits.
They had grown up in the industry, knew it and their product like the back of their hand. Pitching to them was a hand to hand struggle where everything revolved around price and sales.
Now
Today it’s very different. Yet, ironically, no less difficult. The road to success is now littered with Apps, alternatives and segmentation. China never has been one huge market, but today the fragmentation is even finer.
The decision to come to China is never made overnight. It needs a huge amount of research, analysis, cash and boots on the ground. Regular and often. You should be prepared to invest time here in the early stages.
Your pathway to success in China will vary depending on factors such as: production, finance, product, customer, competition, whether you’re B2B or B2C.
Don’t fall into the trap of thinking; “we’re a foreign brand, Chinese will beat down our door.” That’s just wishful thinking, doomed to fail.
Aim2D
Today, many Chinese brands are as good as, if not far better, than imported ones. Chinese consumers will no longer pay premium just because it isn’t made in China. You can no longer trade on your foreign name. You need to offer real quality, value for money and world class customer service if you are to survive.
Once you have done your research, some of the many scenarios possible might be something as basic as:
You may opt to replace WeChat with Weibo, or run both, swap Tmall for JD (Jing Dong), Little Red Book, or Douyin (domestic TicToc). These are just a few. There are many options depending on your niche, product etc including MM (Multi Media).
It’s worth noting that MM- livestreaming etc – in China is now controlled by a handful of very large MMC’s who, between them, have all the major KOL’s, influencers or celebrities under contract. If you are a heavy weight global outfit, you may find wiggle room, else, take a number and stand in line.
Just be cautious about running too many apps or options, to do it successfully will take time. A lot of time. The more apps you field, the greater time and therefore salary budget, you will need to invest.
Don’t fall into the trap of thinking that, as you are having your marketing apps etc “operated” or managed by a domestic agency, all will be well.
Not so. At the end of the day, it is YOUR business and you must be able to have oversight.
Chinese Customer Engagement begins with UX -User Experience
If you are like many brands, you spend a lot of time and money on driving traffic to your site to harvest leads and converting those leads to customers.
Nothing wrong with that.
Where you may have issues is the impression or experience your potential customer has when she first lands on your site or interacts with your people. If this UX is not great, she hits the back button.
This is problematic for you in 3 ways:
1/ You have just blown a % of your ad budget – wasted cash.
2/ She is NOT going to refer her friends to you- she may warn them off. [And we know how fast bad news travels.]
3/ Too many back button clicks and search bots will be reluctant to serve your site – to anyone.
Who – is Everlyne Yu?
A marketing professional of 30+ years, partner in Bicyu; a China MarTech firm since 2003.
Recognised and popular speaker on MarTech and SaaS in China.
Working along side domestic and international businesses to successfully develop their brand and content in China
What is Uengager?
Uengager is a play on the phrase “You Engage Her.” [consumer] It was inspired from our experience reflecting many foreign brands contemplating coming to China were woefully ignorant of the real business and marketing landscape here yet willing to invest a small fortune in WeChat, KOL’s or Celebrity Marketing. Uengager builds ❤ with customers.
non propaganda English business data
To a large degree, this is understandable.
It is incredibly difficult to find current, reliable, factual, non propaganda English business data, news or info on China in China. Furthermore, most western mainstream media is skewed to an anti communist rhetoric- hardly useful for basing business decisions.
Our sister site, Aim2D was set up as a guide to a collection of China Biz news site we hope you find useful and relevant.
However, there are several other ways firms can improve their interaction and engagement with Chinese consumers, for example optimising their website for Chinese viewers and training their people. These form the base of our services.
Uengager Services: Introduction
A general overview of what we can do for you because your business is unique.
From SME to a multi national, we scale to create a bespoke solution, fitting your needs, budget and resources exactly.
Optimisation
When most people think of website optimisation they tend to associate it with SEO. Setting off arm bells. Rightly so.
However, it is important not to confuse the name- which became synonymous with cheats, liars and crooks, with the actual scientific process.
But if we look at it from the perspective of CEO -Customer Experience Optimisation- then it begins to make sense to ensure your website performs at its best. Yes?
Training;
Many companies believe they take it seriously, but oft just “pay lip service” by limiting it to their customer support staff.
But, to be successful in China, or anywhere, a brand needs to portray a unified image and message throughout its total consumer interaction.
That means having the entire staff on board, from the cleaning lady to delivery drivers down to the C Suite and CEO- maybe you!
It must be company wide- or not at all
News and MarTech
We’ve kept this last because many firms already spend big with domestic marketing firms or Chinese celebrities.
But, if your website sucks, [sorry about that] or your departments are silo’d to a point where index finger doesn’t even know Pinky exists- then what is the point? Really?
So yep, we provide China marketing. But we prefer to focus on your website and company structure first. As mentioned above, Aim2D is our free portal for relevant, China Biz news and stories.
Develop an Engagement with me now
于宜杉- Everlyne:
Uengager 
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