▷ How to market its Mobile Application in China?

You've probably heard millions of times talk about the booming Chinese mobile market and the success of smartphone apps. This market is a battleground for companies looking to be the best in the industry. However, this is not an easy task, because this market has its specificities: you do not market your website and your application on a smartphone in the same way. In this article, we will detail some key solutions that allow you to mark your mobile application in China …

1) Understand the Chinese mobile market

With 550 million Chinese smartphone users, there is huge potential to exploit Chinese customers. Let's review a few points to understand the Chinese mobile market as a whole.

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First, in the OS vs. iOS system, Android dominates the market with a large market share. And apart from the fact that Apple does not really maintain a very friendly relationship with China, it has the second largest market share in the industry. Here is an interesting article on iOS in China: Apple turns off its news application in China.

Secondly, the Chinese are not really ready to pay for mobile applications because they see this new technology not as a way to make life easier, but rather as a constraint. In the graph below, you can see that unlike users in Britain who have at least 8 paid apps in their smartphones, smartphone users in China only have 2.

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But beware, most Chinese make in-app purchases, which means they make a lot of their purchases through apps. For example, they buy the additional features of a game, more advanced options on this or that application, and so on.

Thirdly, the Chinese are really selective about the choice of their applications and are particularly fond of mobile gaming applications. Below is a graph showing the games downloaded by the Chinese.

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Fourth, we will call this the structure. Forget Google, because there are more than 500 applications in China and you can quickly lose yourself among them. Nevertheless, they all have different functions, some being more games-oriented and others more social. Among this fierce competition, there are 3 main actors:

  • 360 Mobile Assistant which is a very popular mobile security app and belongs to Chinese security software;
  • Wandoujia which has more than 200 million users and where more than 30 million applications are downloaded per day;
  • AirAd which focuses mainly on Hong Kong, Macao and Taiwan.

2) Set up the content of your request

Now that you understand the Chinese mobile market landscape, you need to think about the content of your application. Have you ever heard of this slogan: "Think local, act local? ". You have to adapt your application to the Chinese audience and even three times more than on your website. Why ? Because the Chinese have their own mobile habits. The way to perceive the mobile application is really different from that of the West towards Asia. For example, you need to upgrade to new features or special effects during the Chinese New Year. The information you will display on your application must also be very clear and easy to access. Do not create too many sub-divisions that could confuse the Chinese consumer.

You need to create unique content, depending on the type of strategy you decide to choose. Most companies use mobile apps as an added value or extension to their website, and do not optimize this tool because they simply want to be present on all possible types of channels. You have to be creative and original and find this idea that will set you apart from others.

I'm sure you've all seen this dance app that has been released in several languages. This application called "MyIdol" allows you to create your own face, then gives you the choice of the best possible clothing for the dance. It has been a huge success, not just in China, but around the world.

A video demonstration: a super effective tool!

https://youtu.be/KF41BGVxG28

3) Integrating key tools into your application

There are some tools that you really need to integrate into your application. Here are some key elements.

You've probably all heard of the QR code. You can find it everywhere and can scan it where you can get the information you need. It can be used in different ways: by integrating with your app to let your audience enjoy promotions or offers, driving your customers to other social media pages or using it as an interactive and interactive way. creative. How?

Take the example of the application Yihaodian, one that allows you to do your shopping in the subway by scanning a virtual surface. The idea is to scan the products and then buy them on your phone. This allowed to increase sales by 130% online (according to Yihaodian).

Second, you can integrate other relevant keys to help you promote your content later. For example: location tools, demographic criteria of your audience and the interests of the user. The idea is to make your customers become loyal to your application. If you can get the attention of this target, then you can eventually get some very attractive returns on investment. Other readings here and here.

4) Promote your application

You have probably all heard of the difficulties in promoting your mobile application in China. Many professionals will tell you that it is difficult to collect personal data from your customers through mobile applications. But to promote your content more easily, here are some ideas:

On mobile application

You can access a number of mobile apps to optimize the promotion of your apps in the best possible way. Here are some examples of promotional apps:

  • AppFlood helps developers optimize their applications and monetizes traffic;
  • Adwo is a Chinese promotion platform that offers different types of solutions for developers and advertisers.

At the same time, you can push the number of downloads by paying some actors, but it will not last because they will probably get rid of your application after two weeks. The other approach is to look for specialized sites that are really influential in promoting applications.

By the way, ASO is the type of mobile SEO: ASO is for "App Store Optimization". In addition to choosing the right keywords, you must update your application at least once every 2 or 3 weeks. Refresh the application is also a way to be well referenced.

Finally, you can make an interactive, fun and funny video that allows you to easily communicate and promote your mobile application.

On the web interface

Have you ever heard of "guest blogging"? It's the same approach as articles you can create online and linked to your websites to gain visibility on the Internet. The idea is to produce articles and content on relevant websites especially regarding mobile apps where you can influence the audience to download your app. Most of the time, these sites are mainly blogs.

It's also about being aware of reviews and comments around your app. Before downloading an application, users can first check the ratings and comments that have been left and may influence their choice.

Finally, let's talk about the CPI, CPC, CPM and PPD. What is it about ? To summarize, these are tools to monetize your application. How does it work? A user downloads an application, then an advertising screen appears, prompting him to download the application. If he decides to download the advertiser's app, he will make money. More information here.

Further reading on the world of APP in China