On November 25, 2021, the 9th Mawards was presented in Shanghai. Beyond Next won the Silver Award for Best Social Media Marketing Innovation for the Skyworth coocaa TV: TikTok Rap Challenge
What did Beyong Next do on overseas marketing? What makes the company defeat other confident rivals?
The failure of overseas marketing is a result of mirroring domestic marketing patterns.
Chinese brands who attempted to seek market from inside to outside chose to imitate domestic mature marketing patterns without thinking, only to find that they may have taken risks.
Distinction between cultures — only master language is not enough to live in the Tower of Babel
Distinction between platforms — Facebook is not Weibo’s counterpart and Tiktok abroad is not the domestic version’s counterpart.
Distinction between habits of exposure to the media — People who are reading newspapers in Vietnam and shooting Youtube in Italy can both be brand’s audience.
Distinction between consuming habit — Local consuming habit is essential that AIDMA model and AISAS model do not tell you.
Various distinctions end in failure to adapt themselves to new customs.
What right things did Beyong Next do?
Being localized and giving a realistic insight into every link.
It is a major issue for companies that specialized in overseas marketing to integrate domestic experience with overseas features. Our solution is simple – tailoring every marketing campaign to the local features.
Focusing local hotspot – KissChanllenge was based on Philippine’s bleak epidemic; the idea of Search for Sasha in Russia was came from a local wonder of the same name; and TikTok Rap Challenge in Vietnam awarded this prize All generated by a great insight into local hotspot.
Selecting the position with local vision – We work to associate multiple scenes and attract traffic from third-party platforms to reach 10 million people in one week for the young brand Donner; seek support from stars, ask for redance by influencers and activate fan community to take Youth With You 2020 global; make Florasis’s Janpanese official social media millions views in a short time. These all come from our profound research and strong execution capabilities.
Marketing VP Liang Jiashan from Beyond Next said, “Only when having knowledge of consumer thinking and spending habits of overseas consumers can overseas Chinese brands break the barrier between consumers and brand products.” The key to overseas marketing is to combine the core of the products with its local market. Adopting the most acceptable way of marketing for local consumers is the principle that Beyond Next has been practicing.
Beyond Next is on the way to professional overseas marketing
Apart from Mawards, with strong upward momentum, Beyond Next has awarded IAI Design Award, Tiger Roar Award, China Content Marketing Awards, Phoenix Tree, ROI Festival and many other awards both at home and abroad. It promotes loads of Chinese brands to head for overseas.
With the sophisticated overseas propagated ability and core competency of creative capabilities, our company specializes in providing one-stop cross-border services in marketing, international PR planning and social media marketing. With the perfect combination of international vision and local insight, our workers make joint efforts to build a bridge between Chinese brands and their global target audiences. We are committed to achieving effective brand promotion in overseas markets by providing quality-and-effectiveness services.