The rising influence of industry media in global communications for Chinese enterprises

As Chinese businesses look to expand into international markets, they face a unique set of challenges, one of the most critical of which is establishing a strong and recognisable brand presence.  

In a world where perception can significantly determine success, the role of media is crucial in this process. For Chinese companies aiming to make their mark globally, securing objective and fair coverage from international media outlets isn’t just a goal, it’s a strategic imperative.  

Yet, navigating this complex media landscape is a challenging task which demands a nuanced understanding of both the market and the intricacies of international communication. 

Mainstream overseas mass and business media once led the way in connecting companies to large audiences, but in today’s fast-evolving digital world, they are now no longer the only way for businesses to reach broad audiences.  

Industry media, with their focus on specific verticals, industry trends, and in-depth product and technology analysis, are on the rise. These outlets are becoming the go-to choice for enterprises looking to enhance brand visibility and reach their target audiences effectively.  

This article explores the importance of industry media and shows how they can help Chinese companies boost their brand influence and drive business growth in overseas markets. 

Challenges confronting mainstream media 

In the past, mainstream overseas mass and business media were the prime targets for Chinese enterprises seeking wide-reaching publicity. However, with the rise of the internet and social media, people now access information through a variety of channels and their attention has become more scattered.  

This shift has presented new challenges for mainstream media, making it harder for them to hold the public’s interest. At the same time, these media outlets are challenged with content that feels repetitive, an overload of advertising, and a drop in credibility and objectivity. 

Cultural differences and geographical distances add another layer of complexity to using mainstream media for international communication. People in different countries and regions have distinct preferences for consuming information, making it hard for mainstream media to connect precisely. As a result, enterprises often face challenges such as low return on investment and difficulties in measuring the impact of their media efforts.  

Additionally, geopolitical tensions and power struggles are making it increasingly difficult for international mainstream media to report fairly on Chinese enterprises, particularly in high-tech sectors such as telecommunications, semiconductors, lithium batteries, data storage, and genetic testing. As a result, Chinese companies are finding themselves more often on the defensive when dealing with Western business media, choosing caution over proactive engagement in their communications strategies. 

The emergence and benefits of industry media 

Given these dynamics and trends, industry-specific media are becoming crucial in international communications. Unlike mainstream outlets, industry media focuses on specific areas, providing audiences with detailed, educational, and expert content on topics such as market demands, products and solutions, and specific applications. This specialised approach helps capture the attention of target audiences and enables companies to drive engagement and ultimately sales.  

• Precise targeting, effective engagement 

Industry media excel in precise targeting of specific groups through market segmentation and audience profiling. They understand the interests, purchasing habits, and pain points of their target groups, allowing them to deliver relevant information and advertisements. This precise targeting enhances a company’s ability to reach potential customers effectively, improving both marketing efficiency and conversion rates. 

• Professional authority, enhanced credibility 

Industry media typically have expert editorial teams well-versed in their specific industry sectors, enabling them to create high-quality, authoritative content. This not only enhances a brand's professional image and visibility within its industry but also builds trust with target audiences. In the information-rich overseas markets, a brand's professionalism and credibility are crucial in capturing and maintaining audience interest. 

• Robust interactivity, heightened engagement 

Industry media audiences are highly interactive and engaged. They actively participate through social media, email, online and offline events. This constant interaction allows industry media outlets to gather feedback and refine their content and services. For businesses, this means a better understanding of audience needs and market dynamics, enabling quick adjustments to marketing communication strategies. 

• Cost efficiency, high returns on investment 

Unlike mainstream media, which often comes with high collaboration fees, industry media offers a cost-effective alternative. Their focused audience allows enterprises to achieve higher returns on investment. Advertising placements, sponsored content, email marketing, tailor-made events, and other forms of engagement on industry media platforms can generate sales leads quickly. This targeted approach improves business development and drives results more efficiently. 

• Unbiased reporting, lower risks 

Creating a positive public perception in overseas markets is a key goal for Chinese companies. Industry media, unlike mainstream outlets, focuses more on trends in professional fields, technological and product innovations, and specific applications. They are less likely to be influenced by ideological or geopolitical issues. Given today’s complex international landscape, industry media offer a more strategic platform for Chinese companies to share their perspectives. 

In summary, industry media are gradually replacing mainstream mass and business media as a key channel for Chinese companies in their international communications. With their precise positioning, professional authority, strong interactivity, cost-effectiveness, and lower risks, they offer distinct advantages. For Chinese enterprises seeking to enhance their international visibility, building strong, systematic relationships with the industry media is crucial. This approach ensures more effective and nuanced communication strategies in a complex global market. 

This article was written by Li Zhang, senior director, MSL Group (Hong Kong).