{"id":687,"date":"2021-11-08T09:00:00","date_gmt":"2021-11-08T08:00:00","guid":{"rendered":"http:\/\/chu-advisory.com\/?p=687"},"modified":"2021-11-08T09:25:57","modified_gmt":"2021-11-08T08:25:57","slug":"markedsfoering-paa-sociale-medier-er-meget-vigtig-i-kina","status":"publish","type":"post","link":"http:\/\/chu-advisory.com\/en\/markedsfoering-paa-sociale-medier-er-meget-vigtig-i-kina\/","title":{"rendered":"Markedsf\u00f8ring p\u00e5 sociale medier er meget vigtig i Kina"},"content":{"rendered":"<p><strong>Der er nogle s\u00e6rlige kendetegn i Kina i forhold til markedsf\u00f8ring. De personlige anbefalinger<\/strong> <strong>spiller en central rolle i k\u00f8bsbeslutninger<\/strong>. <strong>Derfor bliver social medier platforme et attraktivt sted for markedsf\u00f8ring, hvor brands kan ramme kinesiske forbrugere direkte, samt kan bygge relationer og tillid til kunder og fans. <\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Hvorfor er det vigtigt at bruge sociale medier til markedsf\u00f8ring i Kina?<\/h2>\n\n\n\n<p>De sociale medier er langt vigtigere i Kina end p\u00e5 andre markeder. Det skyldes, at kinesiske forbrugere som udgangspunkt er meget kritiske over for alle typer af produkter og services. Forbrugerne vil derfor i h\u00f8jere grad lytte til dem, som de har tillid til, hvorved personlige anbefalinger kommer til at spille en central rolle i k\u00f8bsbeslutninger. <\/p>\n\n\n\n<p>Sociale medier bliver et perfekt match mellem forbrugere og influencere. Forbrugerne har brug for at finde de mennesker, der ved noget om produkter de s\u00f8ger, og samtidig har tiltro til. Influencere har som regel et stort netv\u00e6rk, og er specialister inden for bestemte omr\u00e5der, der tiltr\u00e6kker forbrugerne. <\/p>\n\n\n\n<p>Udviklingen har betydet, at sociale medierplatforme bliver et attraktivt sted for markedsf\u00f8ring og salgskanaler, hvor brands kan ramme kinesiske forbrugere direkte, samt kan bygge relationer til kunder og fans. De teknologiske l\u00f8sninger for integration af \u200b\u200bE-handels- og Sociale medier platforme er endnu en st\u00e6rk faktor, der skaber stor v\u00e6rdi for virksomheder.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Den kinesiske influencer-industri accelerer hurtigt<\/h2>\n\n\n\n<p>De teknologiske l\u00f8sninger har gjort det muligt, at integrere \u200b\u200bE-handels platforme og sociale mediers platforme. Det betyder at virksomhederne kan samarbejde med influencere om markedsf\u00f8ring, og opn\u00e5 salg til deres m\u00e5lgrupper. B\u00e5de virksomheder og influencere har f\u00e5et \u00f8je p\u00e5 mulighederne. Det har medf\u00f8rt at den kinesiske influencer-industri har accelereret langt hurtigere end andre steder i verden.<\/p>\n\n\n\n<p>Derudover v\u00e6lger flere og flere mennesker at arbejde som influencere, og der er opst\u00e5et en ny type virksomheder; \u2019\u2019influencer \u2013 management\u2019\u2019, som bruger talentspejderteams til at finde, identificere og tr\u00e6ne amat\u00f8rer til at blive store influencere. Det har givet visse af disse amat\u00f8rer meget lukrative karrierer.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Brug kinesiske m\u00e6rkedage til markedsf\u00f8ring og salgsaktiviteter<\/h2>\n\n\n\n<p>Der er mange m\u00e6rkedage indenfor markedsf\u00f8ring og salgsaktiviteter om \u00e5ret i Kina. Singles Day (den 11. november) er en af dem. Den stammer fra 2009, hvor Alibaba holdt et stort antal salgsfremmende aktiviteter. Det har nu udviklet sig til en m\u00e6rkedag, som bliver holdt hvert \u00e5r. Denne dag i 2020 solgte Tmall for 498 mia. kroner. De to st\u00f8rste kinesiske influencere  hvade hver is\u00e6r omsat for mere end 4 mia. kroner. under livestreaming p\u00e5 et d\u00f8gn af Singles Day i 2020.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Hvad er kinesiske sociale medier?<\/h2>\n\n\n\n<p>Kina er et land med meget censur, og derfor har vestlige SoMe platforme ikke adgang til det kinesiske marked. Kina har udviklet egne SoMe platforme som: Wechat, Weibo, Red, Bilibili, TikTok\u2026.<\/p>\n\n\n\n<p>Wechat er den mest popul\u00e6re SoMe platform, der kan dyrke relationer b\u00e5de privat og erhvervsm\u00e6ssigt. Virksomheder kan opbygge brandhistorier og e-markedsf\u00f8ring med tekst, video, billeder og dybdeg\u00e5ende information. Virksomheder kan ogs\u00e5 dele relevant indhold, og interaktivt g\u00e5 i dialog med f\u00f8lgere.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Tips og tricks \u2013 vores bedste r\u00e5d til markedsf\u00f8ring i Kina<\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li>Kinesere kan godt lide brands med en lang og sp\u00e6ndende historie. Det danske kongehus og H.C. Andersens eventyr har kinesere en s\u00e6rlig k\u00e6rlighed til. S\u00e5 farverige og indbydende billeder, video, tekster, storytelling og symboler, der henviser til f.eks. det danske kongehus, H.C. Andersens eventyr og dansk design, vil tiltr\u00e6kke forbrugernes interesse.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Opret virksomhedsprofiler p\u00e5 SoMe, hvor der deles relevant indhold der skaber dialog med kunder og fans. Her kan man kan ramme kinesiske forbrugere direkte.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Brug influencere til markedsf\u00f8ring for at n\u00e5 ud til m\u00e5lgrupperne.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>KOL&#8217;s (Key Opinion Leader) er en vigtig del af markedsf\u00f8ringsstrategien hos de fleste brands i Kina. KOL\u2019s nyder ofte stor tillid hos en stor m\u00e6ngde fans. F.eks. har den kineiske st\u00f8rste KOL 80 mio. fans og den anden st\u00f8rste har 50 mio. De kan i h\u00f8j grad p\u00e5virkes af hvordan de omtaler produkterne.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Livestreaming er direkte virtuelle salgskanaler, som er meget popul\u00e6re, og kan benyttes med succes.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Det er vigtigt at virksomheder udnytter, og t\u00e6nker m\u00e6rkedage omkring markedsf\u00f8ring og salgsaktiviteter ind i strategien.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>De kinesiske forbrugere er villig til at engagere sig i brands. Men de forventer ogs\u00e5 at blive underholdt og begejstret af brandet.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Interaktive konkurrencer er en god m\u00e5de at inddrage sine f\u00f8lgere p\u00e5.<\/li><\/ul>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Der er nogle s\u00e6rlige kendetegn i Kina i forhold til markedsf\u00f8ring. De personlige anbefalinger spiller en central rolle i k\u00f8bsbeslutninger. Derfor bliver social medier platforme et attraktivt sted for markedsf\u00f8ring og salgskanaler, hvor brands kan ramme kinesiske forbrugere direkte, og kan bygge relationer og tillid til kunder og fans. <\/p>","protected":false},"author":3,"featured_media":916,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","footnotes":""},"categories":[13],"tags":[],"class_list":["post-687","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Markedsf\u00f8ring p\u00e5 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