chinese ads Archives - The WeChat Agency

Sephora: The French retailer primed to be a digital powerhouse for C-Beauty

Five of the newest beauty trends that makeup companies should be on the lookout for in order to capitalize on the Chinese beauty boom were unveiled by Sephora. Chinese brands have been actively welcomed by the platform, which has accelerated the upgradation of regional market players.

Five local premium beauty brands are expected to generate over 100 million RMB ($13.92 million) in annual revenue with the aid of the retailer’s “China Accelebrate” program over the next three years.

https://daoinsights.com/works/sephora-the-french-retailer-primed-to-be-a-digital-powerhouse-for-c-beauty/

Baidu Baike: The Chinese online encyclopedia as a marketing tool

The Chinese search engine Baidu owns the online encyclopedia Baidu Baike, which sees billions of searches annually and 200 million DAUs (daily active users).

In fact, Baike has developed into a crucial marketing tool for companies looking to build their online presence in the Chinese market, and it has become essential for western businesses looking to improve their brand reputation in the nation.

Each Baike webpage has a standard length of 800 characters and typically has a very straightforward structure with sections made up of text and images. The platform’s intriguing feature, however, is that it enables brands to establish a direct connection to their official website or social media accounts by allowing them to insert corporate links and referrals inside the page.

The most significant advantages include things like raising trust and authenticity levels, increasing search rankings on Baidu, and more

https://mp.weixin.qq.com/s/TfIoftKlY3_28vDvwnDPNQ

Decoding China’s CIIE And What It Means For Foreign Brands

The expo, which is supported by the government, has been held at Shanghai’s National Exhibition and Convention Center since 2018. The six-day event in 2021 attracted more than 2,900 businesses from 127 nations, and the total value of the deals concluded there was $70.7 billion.

The fifth iteration of CIIE this year welcomed companies from 145 nations, including several L’Oréal, Kering Group, and Richemont brands.

Even when partnered with prestigious organizations like the World Trade Organization, government-run trade fairs are not known for their glitz or appeal to cutting-edge fashion brands and design houses.

However, access to the enormous Chinese market has been siloed because COVID-19 restrictions continue to limit business travel to China and make it nearly impossible for locals to shop abroad.

https://jingdaily.com/china-international-import-expo-2022-loreal-kering/

Tencent tests animation video creation App “Wan Ju”

On November 25, Tencent conducted a limited test of the “Wan Ju” app. It is a tool for making straightforward animated videos. By using the text and editing resources in the “Wan Ju,” which include stories and science popularization, users can create animated videos.

Additionally, “Wan Ju” supports the split mirror function and allows the addition of multiple animation scenes, ensuring a variety of animation content. Users can view their creations in the “Personal Center” after they have been published and saved in the mobile phone album.

Twitter: Half of top 100 advertisers stop advertising

A significant exodus of advertisers is threatening Twitter. According to market research firm Media Matters, half of Twitter’s top 100 advertisers have stopped using the platform 25 days after Elon Musk purchased the company.

According to Media Matters, those 50 businesses have given Twitter close to $2 billion in advertising revenue since 2020, with $750 million spent this year alone.

FIFA World Cup sets off consumption boom for JD.com

JD.com has partnered with supermarkets nationwide and extended business hours to launch a special “Night Market” in order to take advantage of the World Cup’s business opportunities. This will allow fans who stay up late watching games to take advantage of quick deliveries whenever they place an order.

Since the Covid-19 outbreak and ensuing lockdowns, the idea of instant retail has rapidly gained traction in China and even turned into a well-liked business model for e-commerce behemoths like Alibaba and Tencent.

JD.com hopes to increase its market share and expand its instant retail services by taking advantage of the World Cup festivities.

https://daoinsights.com/news/fifa-world-cup-sets-off-consumption-boom-for-jd-com/

China, like the majority of nations, has enacted laws governing advertisements to safeguard the health and safety of consumers. The Republic of China’s Advertisement Law stipulates general rules that all advertisers must abide by.

There are also more stringent regulations for certain sectors, such as the tobacco, alcohol, and healthcare industries. However, as non-traditional media platforms like WeChat have grown in popularity, the nation has tightened its regulations on advertising.

Get started with WeChat advertising

WeChat is one of the most used social media platforms in China. That’s why is very attractive to brands looking to market their products in China. Marketing using WeChat can reach a huge number of target audiences.

And here comes the WeChat advertising. WeChat advertising enables companies to display promotional messages through:

WeChat Moments
Official Account articles
Mini-programs

Additionally, WeChat advertising is a great tool for brands to enhance and maximize the number of WeChat Official Account followers, it helps companies to drive their traffic and generate conversions into sales.

Industries banned or restricted in WeChat

The Chinese government in general has many laws and bans that overlook advertisements, including ads on social media platforms like WeChat. Here are some of the industries banned by the Chinese government for advertising.

Pharmaceutical/drugs;
Obscenity;
Pornography;
Gambling;
Superstitions;
Terror;
Violence.

In addition, regulated industries for advertisements in China are:

Alcohol
Tobacco
Health and Medical
Investments
Real estate
Education
Legal Services
Airlines
Financial Services

However the list is very dynamic, and WeChat always has the final say on whether your company is eligible or not to run ads on the platform.

On the other hand, note that for overseas entities WeChat requires a separate application for a WeChat advertising account and the scope of ads is strictly related to your company’s registered business. It can get quite tricky, right?

However, if your company falls within any of the above categories not all is lost. You still have plenty of indirect and legal solutions to promote your content on WeChat. For instance, you can focus on WeChat SEO and optimizing your keywords to whitelisting. Subscribe to our newsletter for more news on this topic.

Advertising regulations on WeChat

The key elements of the advertising law as they apply to WeChat are outlined below. Firstly, qhen attempting to create effective advertisements, WeChat also has its own terms that are frequently updated:

Avoid superlative adjectives like best, highest, greatest, etc when talking about any product or service
Do not place a brand, product, or service on a scale like 5-star rating or international/national ratings
Kindly avoid using words such as top quality, excellent, cutting edge, or premium when advertising a product/service in WeChat
Do not use words with “one” like “one of the top”, “one of the best” or “one of a kind” etc to describe anything in WeChat advertisements
Please avoid any mentions of scarcity in an ad like very rare, unique, one few left, etc.
Do not mention anything claiming to be “national leader” or of “international quality” or words similar to this
Do not use any national flag, emblem, or anthem of any country in WeChat ads
You can only use RMB for settlements and foreign currencies are not allowed
The content of the advertisements must be practical and should not be exaggerated
Should not talk about transportation, educational, commercial, or cultural facilities under planning or under construction
All the images used in the advertisement should be realistic
For the ads related to bank loans and other bank services, complete details of the bank must be provided
WeChat ads should not have language that sounds discriminatory

Secondly, there are more requirements for advertising:

When publishing ads about limited sales, the exact dates and duration must be provided in the advertisement
Do not provide statistical information in WeChat ads until a proper evidence source link is given
Avoid ads with unlicensed tie-ups with major events happening in the country like Winter Olympics, Olympic Games, etc.
Should not use language that can possibly manipulate the consumers
Do not use Click-for-gift tactics in WeChat ads. Any gifts offered must include all the details like name, value, quantity, and any timeline for the event
Never use words referring to a special title like superstar, leader, or synonyms

In addition, WeChat accounts registered with overseas business licenses must apply separately for WeChat advertising accounts.

In conclusion, advertisement regulations are a great way to protect consumers. Similarly, China, like any other country, wants to protect consumer safety and health. But the restrictions are stricter than in most countries, and it’s common for all social media platforms, including WeChat.

On the other hand, WeChat has its own restrictions too, which makes it even harder to advertise using WeChat ads. In addition, specific wording requirements might make your ad not pass the verification by Tencent.

If you are a business that’s looking to advertise on WeChat, it is very important to understand the rules and regulations on the government and platform levels and above all abide to the requirements to not have your WeChat official account suspended or deleted.

At The WeChat Agency, we use our knowledge and expertise to help businesses build content in accordance with the advertising regulations in China and WeChat. We help create meaningful partnerships and networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com. Feel free to subscribe to our monthly newsletter too.

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