With the rise of sharing economy and innovations in sectors such as food delivery, group buying, payment systems, transportation, and tourism, new lifestyles have emerged in the digital world, leading to the rapid growth of life service platforms.
The Rise of Life Service Platforms
As income and wealth have increased, Chinese consumers seek higher-quality services and personalised experiences. The demand for entertainment, travel, and other leisure services focused on enjoyment continues to grow. In response to this environment, comprehensive life service platforms have emerged to meet consumer demand.
The Rapid Development of Meituan and Dianping
In 2019, during the early stages of the pandemic, consumers began relying on Meituan’s convenient food delivery service to minimise outdoor activities. Meituan’s subsidiary, Dianping, allows users to check restaurant reviews, creating a synergistic effect that quickly attracted a large user base. By 2021, Meituan’s overall revenue had increased by over 80%, making it China’s largest one-stop life service platform.
Unlocking Tourism Potential with Expanded Horizons
Today, Meituan and Dianping have expanded beyond the food and beverage industry to cover various aspects of daily life. Dianping has become an essential guide for travellers searching for recommended attractions, and consumers trust reviews and comments on the platform. Therefore, conducting online marketing on these two platforms can effectively reach mainland Chinese consumers.
How to Increase Exposure in the China Market with Life Service Platforms
1. Establish an Official Storefront
Besides building up brand image with official information and campaign promotions, users can also check the reviews from other travellers to gain insights about your brand. Leveraging the influence of KOLs/KOCs can help introduce brand highlights and unique features. Corporations or large enterprises can consider setting up brand zone to consolidate their brands in one interface, increasing overall awareness.
2. Implement Advertising Strategies
Advertising in life service platforms requires careful consideration of the target audience. Platforms like Dianping have divided targeting into overseas and domestic sections, with significant differences in placement display spots, bidding methods and costs. Offering exclusive platform discounts, like additional offers or coupons, can enhance your brand’s appeal. Actively participating in platform festive marketing events can generate significant exposure.
3. Brand Topic Page and Authentic Reviews
Creating brand topic pages can further expand your reach and create new trends. Together with KOCs marketing, making the brand stands out in the platform with positive reviews and comments.
These are effective ways to promote your brand using life service platforms. Contact INITSOC, the expert in mainland China online marketing, to find your best-fit marketing solutions. We can help develop a comprehensive brand promotion strategy tailored to your brand and assist businesses of all sizes, seeking various digital channels to reach a wider customer base and open door to the Chinese market!
