Chia-Hui Wu Nov. 23 2021
Marketing InMarketing In ChinaChinaMarketing InMarketing In ChinaChina
── With Examples of Gaming laptop brandWith Examples of Gaming laptop brand ──
Agenda
2
China Market Overview01
Future prospects04
Customer behavior02
Marketing Examples from Gaming Laptop Brands03
3
Overview
China Overview
4
01
China is the biggest Market in Asia with 1.4 billion people
Resource : Wikipedia
0-14 : 18.0%
15-59: 63.3%
60 up: 18.7%
9.6 M km2
1.4 B
Simplified
Chinese
folk religion 74%
Buddhism 16%
Taoism 7.6%
Population
Age
Territory Language
Religion
No.1 Most Country No.3 biggest Country No.2 Most Speakers
Political
System
Communist
Party
China Digital Platforms
5
01
China market is Fundamentally Different, e.g. unique digital platforms
Baidu WeChatWeibo
China
Search
Global
Videos StreamingSocial Media E-commerce
Amazon
Alibaba
China Digital Platforms(2)
6
01
China digital market is divided by 3 giants(BAT)
China Gaming Industry Overview
163 Million
E-Sports Gaming Audience
(1/3 Global Audience)
7
01
China has the highest revenue and growth rate in gaming market
Resource : Statista(2021)、RecordTrend.com(2021)
14% CAGR
Fastest Growth Rate 2021 - 2026
1st
Highest Gaming Revenue in word
China Gaming Laptop brands
8
01
Top Gaming laptop brands in China from Taiwan (about 40% market share)
99
Customer behavior
China Market features
10
02
Resource :Harvard Business Review(2019)
A mobile-first market, and lots of differences compared to western
Government monitor and
remove controversial content
Government
Censorship
A mobile-first market Unique KOL culture
Almost all media activity is on
mobiles & they spend 7 hr./day
KOL are important to drive
purchases by streaming
China Gaming Customer Persona
11
02
Gaming customers are young generation and mostly only child in family
Resource : AORUS CHINA MARKETING SPEECH(202O)
Aged 21-31
Main Users 'age group
70% +
Core users from big city
60% +
They play games almost every day
80% +
Only child in family: high spending power
7 (Men) : 3 (Women)
Recent Gender Trend
Wide range of interests
Gaming, Variety Shows, ACG,
Manga, Music…
China Gaming PC Customer behavior
12
02
Digital content affects 85%
customers’ decision-making
Resource : AORUS CHINA MARKETING SPEECH(202O)
Customer’s buying behaviors are mostly affected by online contents
They had already decided
which product to buy on
Internet
NEEDs
• 70% PC Gamer had been replaced by Mobile games
• PC Gamers prefer Hi-quality Game, and they need high-tier PCs
Buying
behavior
1414
Marketing
Gaming Laptop brands Marketing (1)
15
03
Gaming Laptop brands operate multiple social Media platforms
Gaming Laptop brands Marketing(2)
16
03
Approach customers with dramas, animation, comics and holiday celebration
17
Gaming Laptop brands Marketing(3)
18
03
Online Knowledge Content Offline Player activity Create Royal VIP
Build the branding recognition through member and fans activity operation
1919
Future prospects
Future prospects
20
04
Aim at high consumption
potential group and
approach them by
operating daily APPs they
used.
Be sensitive and reactive to
the government rule, e.g.
China Tightens Limits for
Young Gamers
3.
Be
Sensitive!
1.
Aim
Right
2.
Online+ Offline
Create Online content
to attract consumers,
and hold
“offline”experiences to
manage loyal
consumers
2121
Thank you!
Any questions?