Humphrey Ho shares key insights into China’s marketing landscape

Humphrey Ho shares key insights into China’s marketing landscape

One of the best aspects of being a part of Worldwide Partners is having direct access to a network of industry leaders who offer expert insights into markets near and far from home. Case in point: our collaboration with Humphrey Ho, President of Helios Worldwide and fellow WPI partner, whose expert insights on the APAC region and China in particular are helping us shape culturally relevant communication for clients in these key markets.

Humphrey was recently at our office in Copenhagen to meet with a mutual client about an ongoing project in China. He also took a moment to sit with our teams and share key considerations for putting together an effective communication strategy for a market that’s dynamic, unique and ever evolving.

As Humphrey puts it, “China’s media scene is fast-paced, platform-heavy, and full of opportunities if you play it smart.” Following his visit to Advance, here are three key takeaways that we’re keeping in mind for effective branding in one of the world’s largest and most digitally advanced markets.

“China’s media scene is fast-paced, platform-heavy, and full of opportunities if you play it smart.”

– Humphrey Ho (President, Helios Worldwide)

A mobile-first mindset

China is a global frontrunner when it comes to digitalization, and the nation’s reliance on mobile phones is a key consideration across all sectors and industries. “In China, most people born before the digital age never had a computer and went straight to mobile devices,” Humphrey says. “As a result, people across all age groups learn about products and make most of their purchases on their phones.”

Humphrey explains that effective branding in a mobile-first market goes far beyond social-first storytelling. “Social media in China is far more than a messaging platform: it’s where consumers actively discover, research, and evaluate brands. You can significantly drive engagement and boost sales by streamlining the entire user journey from first exposure to product delivery.”

“Social media in China is far more than a messaging platform: it’s where consumers actively discover, research and evaluate brands.”

– Humphrey Ho (President, Helios Worldwide)

Mobile-driven campaign elements that are especially effective in this market include limited-time offers, flash sales, livestream shopping and influencer content. “Content media and influencer budgets have now exceeded traditional media budgets in China,” says Humphrey. “Two-thirds of impulse purchases are made through livestreams, and 50% of consumers are willing to switch brands if a product is endorsed by an influencer that they follow.”

Humphrey also points out that China’s mobile-driven culture implies a media landscape that extends far beyond European and Western channels. “Platforms like Douyin (TikTok), RED and WeChat are all extremely important in China, and there is no one-size-fits-all solution,” he says. “The more your messaging can cater to each unique channel, the easier it will be for you to engage with audiences across all platforms.”

Different generations, different consumer behaviours

A second consideration that Humphrey points out is China’s unique understanding of what defines a generation. “In China, we don’t consider generations according to Gen X, Millennials, etc.,” he says. “Instead, we classify them by decades, referring to each group as post-60s consumers, post-70s consumers and so on. Each decade has brought about significant cultural changes and economic shifts, shaping buying behaviours in a way that sets China apart from all other markets.”

“Each decade has brought about significant cultural changes and economic shifts, shaping buying behaviours in a way that sets China apart from all other markets.”

– Humphrey Ho (President, Helios Worldwide)

Humphrey gives the example of a generational economic gap due to the flux of young adults—mostly born after the year 2000—who have returned home after getting an education abroad. “The number of Chinese graduates with international degrees has increased so significantly that internationally educated adults no longer have higher income opportunities here in China. As a result, much of the population’s buying power now sits with older generations.”

Given that all generations—not just the young—are active on Chinese social media platforms, it is crucial to understand the unique generational buying power in China when promoting products across channels in this market.

Cultural sensitivity and market-specific values

Finally, Humphrey points out key cultural considerations for resonating authentically and building trust among Chinese audiences. “There’s a significant focus on social status in China, and the brands that people buy from have a big impact on their identity,” he says. “Not only does this make brand collaborations and celebrity endorsements extremely important, but it also opens up new avenues for creating brand loyalty.”

Take, for example, exclusive packaging for branded goods. “Many people who buy luxury products will keep the boxes they come in, so exclusive packaging can be extremely effective in the Chinese market. People also like to keep new products in their original packaging, and it’s not uncommon to buy two of the same products so that only one gets used.” This is not just limited to luxury goods, emphasising how a focus on the complete buyer experience can help brands in China stand out and make an impact.

Humphrey also shares that it’s important to be aware of cultural norms surrounding Chinese holidays. “Many phrases, designs and even colours are adjusted by brands to honour traditions—like the importance of the colour red during Chinese New Year,” he explains. “Small cultural acknowledgments go a long way for brands in China, especially during key holidays and celebrations.”

“Small cultural acknowledgments go a long way for brands in China, especially during key holidays and celebrations.”

– Humphrey Ho (President, Helios Worldwide)

Collaboration for global success

Working together with experts like Humphrey helps us fulfil our mission to create strategically grounded, impactful brand and marketing communication that helps brands win internationally. That’s why we’re a proud member of Worldwide Partners: a network of independent agencies around the world who share an entrepreneurial drive to create impactful campaigns through connectivity, creativity and collaboration.

Our ongoing work with Humphrey and other Worldwide Partners members gives our teams access to the knowledge and resources required to create culturally relevant campaigns with global reach. If you’re curious how we can help your brand excel in China, the APAC region or other key markets, get in touch here. 

 

About Humphrey Ho

Humphrey Ho is President of Helios Worldwide and CEO of Helios & Partners and has over 20 years of experience in equity management, entrepreneurship, and marketing communications. A recipient of Forbes’ “Top 30 Under 30” award in 2009, he has since lectured at global business schools and now focuses on building a global advertising agency with expertise in the APAC region and American markets.