How fast-moving consumer goods (FMCG) brands utilise We-media as a marketing tool in China
Tang, Yukun (2023)
Tang, Yukun
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120734955
https://urn.fi/URN:NBN:fi:amk-2023120734955
Tiivistelmä
The aim of the thesis was to research how brands of fast-moving consumer goods (FMCG) utilise Chinese We-media as a marketing tool to promote FMCG products and have introduced a new business pattern for adver-tising FMCG brands and to disseminate brand news to target audiences. foreign and indigenous brands con-sidered that We-media could be utilised as a tool to help them penetrate the target market and break through trade barriers. In addition, a significant number of FMCG brands utilised We-media to turn attention from of-fline to online retail during the harsh period caused by COVID-19.
The research was conducted based on a series of theories to analyse the key role of We-media functions for the FMCG industry, with regard to the advertising theory, digital marketing theory and electronic commerce and management theory. The author utilised empirical research to research the connection between We-media and the FMCG industry in China and applied a hybrid research methodology involving both Quantitative and Qualitative Research methods. The qualitative research consists of exploratory research and interviews. Ex-ploratory research was conducted to gather data from secondary research, utilising data mining through search engines. Interviews were conducted among those who possessed specific professional knowledge and experience about We-media. Quantitative research was conducted with a questionnaire through a Chinese survey application, based on the reviewed literature and relevant studies about We-media and the FMCG in-dustry in China. The survey was conducted online and produced 100 responses.
The research results show that many FMCG brands utilise We-media as a marketing tool to bolster brand traf-fic and increase exposure rates to their target audiences. FMCG brands cooperate with key opinion leaders (KOL) and key opinion customers (KOC) on several We-media platforms benefiting from the high traffic and precise localisation to target customers offered by platforms and user-generated content (UGC) spoken by KOLs and KOCs. A significant number of international FMCG brands use We-media to rapidly penetrate their target market and achieve their market goal with help of KOLs and KOCs educating the target audiences. We-media can help FMCG brands break through trade barriers. many We-media platforms play a role of trade platforms that people can directly consume in the first place while KOLs and KOCs are promoting one product that might interest the target audience. Moreover, We-media also works as an information channel that people can use to access their interested brands easily. However, although We-media has a high engagement rate in people’s lives, the awareness about We-media and its functions in the FMCG industry could be stronger.
The research was conducted based on a series of theories to analyse the key role of We-media functions for the FMCG industry, with regard to the advertising theory, digital marketing theory and electronic commerce and management theory. The author utilised empirical research to research the connection between We-media and the FMCG industry in China and applied a hybrid research methodology involving both Quantitative and Qualitative Research methods. The qualitative research consists of exploratory research and interviews. Ex-ploratory research was conducted to gather data from secondary research, utilising data mining through search engines. Interviews were conducted among those who possessed specific professional knowledge and experience about We-media. Quantitative research was conducted with a questionnaire through a Chinese survey application, based on the reviewed literature and relevant studies about We-media and the FMCG in-dustry in China. The survey was conducted online and produced 100 responses.
The research results show that many FMCG brands utilise We-media as a marketing tool to bolster brand traf-fic and increase exposure rates to their target audiences. FMCG brands cooperate with key opinion leaders (KOL) and key opinion customers (KOC) on several We-media platforms benefiting from the high traffic and precise localisation to target customers offered by platforms and user-generated content (UGC) spoken by KOLs and KOCs. A significant number of international FMCG brands use We-media to rapidly penetrate their target market and achieve their market goal with help of KOLs and KOCs educating the target audiences. We-media can help FMCG brands break through trade barriers. many We-media platforms play a role of trade platforms that people can directly consume in the first place while KOLs and KOCs are promoting one product that might interest the target audience. Moreover, We-media also works as an information channel that people can use to access their interested brands easily. However, although We-media has a high engagement rate in people’s lives, the awareness about We-media and its functions in the FMCG industry could be stronger.