3rd and 4th Tier Provincial Cities: the Best Place for Brand Marketing
2012-11-20

There is a funny thing in the life of northwestern villages. A car with a Toyota logo, Toyota tyres, Toyota steering wheel and a BYD headstock. This car is modified of a BYD car. Why? The local people explain that BYD is 58 thousand yuan while Toyota is 100 thousand yuan, so people change the BYD to Toyota. Consumers cannot afford Toyota now, but that is not mean they still cannot afford it in the future. So there is a question that we need to think about: what is his dream brand?

On 17-18th November, the Culture and Communication of International Academic Conference was held in WuHan University. The famous experts in journalism and communication who came from America, Hongkong, Taiwan and Mainland gathered together, and discussed about culture and transmission actively. The visiting professor of Beijing University Journalism Communication School, the President of hdtMEDIA Michael Tang was invited and made a brilliant speech.

He shared stories of each photo which was taken by himself with others. On February, he went to Northwest to experience local life and made the consumer research. During that period, he found many funny things. For example, a kind of mobile phone that similar to Samsung is very popular. Its working life is less than one year, but it has a big screen and high pixel for only 500 yuan. That shows people in 3rd and 4th tier provincial cities still like products with famous brand.

Mr Tang still found another question in Northwest that needs all the brands and media to think about. The local people are very sensitive for advertising. They change the TV channel when it broadcasts the advertising, and they never read newspaper as well. In such situation, how to enter into the 3rd and 4th tier provincial citiesĄŻ markets is a common question of Michael and other honored guests.

On the conference, Shengmin Huang, the president of Advertising School of Communication University of China shared his opinion on marketing deconstruction and reconstitution of Big Data age. He suggested that during this process, whether the personal information is safe becomes to a serious issue. The privacy protection and the personal information security problems need to be solved. The addressable technology and the Internet of things technology bring the real audiencesĄŻ information to us, and also face the ethical and moral issues at the same time.

Yongping Shu, the professor of Huazhong University of Science and Technology, school of journalism and information took Dianping.com as an example, and explained the network advertising that surrounds audiences. The audiences in Web2.0 have a critical comment on the one-way advertising for promoting toughly. Therefore, the network advertising need to change the traditional one to the fresh one, such as the audiences create advertising contents, interactive sharing of recessive advertising and information service advertising.

Zhibing Jiang, the president of Communication School of Shanghai International Studies University shared the comparative study between Chinese network advertising and South Korean network advertising under a cross-cultural situation. There are hypothesises in his speaking. Firstly, the information of Chinese advertising is more direct and clearer than the South Korean advertising. Secondly, Chinese network advertising may use more adumbrative psychology language to represent several elements like status, rights and money. Thirdly, Chinese network advertising may use comparative or exaggerative method on transmission that have a strong persuasion function.