Geographical distribution (in cities) of the new middle class in China
Tempo di utilizzo dei social media della classe media cinese
For example, the new Chinese middle class spends more than double the time (+ 107.8%) on RED ( Xiaohongshu ) than last year. The rapid growth is due to the fact that RED, as a lifestyle platform, has become the source of inspiration and research for people pursuing an improvement in the quality of life. This is why the middle class is particularly attracted to RED’s sparkling and authentic content.
To date, working with influencers on RED is one of the best strategies for testing the Chinese market.
In terms of pure usage time, Douyin is still the platform on which people spend most of their time, thanks to its particular form of entertainment that tends to make people forget how much time you are actually spending on the platform.
This makes it the perfect social network for advertising (we wrote an article about it, find it here )
To recap, when speaking to the Chinese middle class you have to take these factors into account:
- Millennials have the greatest power spending: address your communication to them;
- The middle class is looking for content that helps them improve their quality of life;
- Use social media to promote your products with this social class.
Do you want to reach the middle class in China? Contact us to find out how to make the most out of your brand.