DMA Convo: Marketer Vincent Leung on how brands can activate social media to keep Chinese consumers hooked

MARKETING-INTERACTIVE is proud to present Digital Marketing Asia – Hong Kong, a conference about uncovering transformative trends impacting marketing leaders and decision-makers that will arm digital marketers for 2024 and beyond. Taking place on 26 and 27 October at The Mira Hong Kong, our 39 speakers will share with us their insights and experiences on the post-cookie world, the new digital experience in North Asia, social commerce and putting AI into practice.

Speaking at the session “Chinese social media: How brands can activate Douyin and other Chinese social media to keep Chinese consumers hooked” is Vincent Leung (pictured), global head of digital brand marketing, Lenzing Group, who leads the global digital marketing strategy and direction for the company's brands.

While Douyin and RED (Xiaohongshu) are influential Chinese social media platforms known for their livestreaming features, they allow brands to combine product showcasing with seamless eCommerce integration, making it convenient for viewers to make purchases while watching. They become powerful tools for brands to drive sales and expand their reach as well.

Taking references from his recent business trip in Hangzhou, the capital of China’s KOL universe, Leung told MARKETING-INTERACTIVE that brands which hope to achieve success in Douyin and RED need to effectively align their target audience with a tailored message.

“Otherwise speaking to the wrong audiences with the wrong message will be money thrown in the water,” he added.

Now as the digital head of Lenzing Group’s product brands, Leung said they utilise Douyin and RED as tools to enhance the brand’s share of voice.

“For example, I just came back from a business trip in Shanghai and Hangzhou, where our Chinese brand partner Aimer hosted a live-streaming event with us, which resulted in a high viewership rate as well as high sales volume precisely because their audiences, like ours, advocate for sustainability and good material,” he added.

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MARKETING-INTERACTIVE:  How can brands leverage Douyin and RED’s livestreaming features to drive sales and reach a wider audience? 

For brands to be successful in Douyin and RED marketing, first, they will need to have the right target audience with the right message. Otherwise speaking to the wrong audiences with the wrong message will be money thrown in the water. And that's why we at TENCEL work with brand partners that are advocates for sustainability themselves, which is what we stand for.

For example, I just came back from a business trip in Shanghai and Hangzhou, where our Chinese brand partner Aimer hosted a live-streaming event with us, which resulted in a high viewership rate as well as high sales volume, precisely because their audiences, like ours, advocate for sustainability and good material.

MARKETING-INTERACTIVE: Are you seeing Douyin and RED take off in other places with overseas Chinese communities?  

The Chinese market is uniquely its own, and with the technology infrastructure of payment systems combined with the social media landscape, such a digital infrastructure would not be possible to replicate in other countries yet. 

This also accounts for the audience in China being a lot more accepting of livestream sales than other countries, which still use social media as a form of entertainment and information. 

Therefore, I don't think live streaming eCommerce to the level that China is doing right now can be done in other countries yet. However, we're slowly seeing Southeast Asia countries such as Malaysia starting to take off as well.

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We are bringing Digital Marketing Asia to Hong Kong from Southeast Asia! Hear all about the latest trends in the digital space with 200+ brilliant minds at Digital Marketing Asia - Hong Kong on 26 and 27 October at The Mira Hong Kong. Uncover thought-provoking and customised strategies that help brands connect with audiences effectively.