Services to government organizations
Entering or building a market in China is a long-term project. There are no quick fixes and only a continued effort will generate results. To do this you will need a team on the ground in China that handles all aspects of the daily running of your project.
LEEMIAN is that team. We are a mix of local and foreign experts with experience and in-depth knowledge from a number of different industries. Where others must outsource to run a project effectively, we can do almost everything in-house to ensure a consistent and meaningful development of your project. Nothing gets lost in communication between multiple partners.
For larger, long-term projects your dedicated team will consist of both local and foreign staff who will handle everything from design, planning and execution of your project.
All over China, in every city and province, there are literally thousands of projects of a cultural or promotional nature that might benefit your own project. Often these projects are actively seeking some form of cooperation with foreign entities, and will offer very favorable terms of cooperation to any interested foreign organization that fit with their project profile.
The project you are participating in may very well generate direct results. That is priority number one. But participation in these kinds of projects is also a very effective way of inserting yourself into the industry. In a country where guanxi (a framework of personal connections that exists everywhere in Chinese society) are so important, almost any project that will connect you with local organizations will have long-term positive effects for you.
New winds are blowing across China. Government bodies are no longer impenetrable institutions that are best avoided. The era of accountability and productivity has been heralded in by the new and progressive policies of the government. This means opportunity.
There are many areas in which a strategic cooperation with government bodies at district, city or provincial level can become fruitful. Venue access, joint promotion activities or shared interest campaigns are standard means of cooperation, and can often be hugely beneficial for participating foreign organizations.
The details of cooperation with any government body in China rely on the nature and value of the foreign entity as perceived by the Chinese authorities.
Just like everywhere else, the Chinese are big internet users. Hundreds of millions of people are online, and many use the internet to search for information about your product. Having a website in Chinese will go a long way to help you gain your customers trust.
The same goes for social media. WeChat, the number one platform for connecting with friends and looking for the next new thing, is soon going to reach 700 million users. Weibo, an online platform of user-created content, also counts its users in tens of millions.
Simply put, if you’re not on these, you’re not in China. LEEMIANs in-house team of social media experts and web designers can help you set up everything you need to be present in the booming online world in China.
There are no easy approaches and fast-track channels to success in China. For long-term results you will need to dig in for a slow, but steady, development of the markets. Success doesn’t come overnight, especially not in China, and only those who are able to see beyond the current predictions and models will success long-term.
A good long-term strategy should include separate plans for current booming markets as well as a plan for the profitable development of future markets. Just reacting to what you see before your eyes is not enough – you need a complete model of development for at least a few years down the line.
China is a massive market. There are hundreds of millions of potential consumers, but also thousands of competitors all battling it out for the attention of the consumers. Needless to say, you will need to take part in the battle.
But battling it out with competitors is not the only way to get attention. What if you could source customers towards your products, way before they even know they need them? It may sound too good to be true, but it is in fact possible to create customer sourcing systems that will allow you to reach your customers earlier than your competitors and at a much earlier stage in the cycle of awareness to purchase.
This may all sound complicated, but it is doable with the right strategy and team. The strategy should be diverse, exploring options in a number of different fields of potential development possibilities both off- and online, and not only focus on one or two channels of marketing options. Only an approach with multiple channels will maximize the full potential of your endeavors in China. Which markets and segments to target your product to, and how and when to do it, are important issues to consider before launching a campaign. A good strategy also contains a withdrawal plan in case one or more markets don’t work out for you.
Execution of the strategy is the tricky part. Many of the things you have based your strategy on will change during the implementation of it. To handle these changes, your team will need to be dynamic and able to shift focus from one part of the plan to another, in order to keep momentum going and not fail because there were no contingency plan in place.
But no matter how and what changes how many times, a good team will be able to control the new environment and keep your overall strategy on target.
Working with public funding can be tricky. You need to know that what you are doing is working. True accountability will provide just that – evidence that your campaign is doing what it is intended to do.
Accountability is one of LEEMIANs core beliefs. You need to know how to maximize the effects of spending money on campaigns. Should you just go for a couple of the major urban centers, or will it make sense to try 2nd and 3rd tier markets as well? Does increased spending on marketing in a specific market actually increase sales, or can you spend less and achieve the same results? Will a segmented campaign do better than an overall effort? Or is it time to pull back from one channel and put emphasis on exploring another?
Important questions that can only be answered with true accountability.