Multicultural Marketing: How to Target Chinese People in the UK Efficiently?
Don't know if you have heard an expression, "there are Chinese people in wherever human exists". Although it is a joke, there are Chinese people living in other places than in China, you can see Chinese people not only in Asia, Europe, North America, but even in some remote areas of Africa. In fact, a huge amount of them (more than 45 million in 2011) immigrate to other countries all around the world. Only in the United Kingdom, it is estimated that there are more than 466, 000 Chinese people, which consists around 0.8% of the total population in the U.K. The actual number should be larger since the second generation Chinese immigrants are not included in the statistics. As you may know, British Chinese have a higher than average income level and these Chinese tourists in the U.K. also have quite high purchasing power, therefore it would be wise and profitable to launch multicultural marketing campaigns towards the Chinese people in the U.K. In order to get better reach of this group, we would like to share some best tips that advertisers should know to target Chinese people in the U.K. efficiently.
Brief introduction of British Chinese
By definition, British Chinese refer to these Chinese people reside (born, work or study) in the United Kingdom. The population of British Chinese is growing rapidly due to net migration and newly born second generation immigrates, with 9.9% annual growth between 2001 and 2007. Influenced by the colony history, Chinese migration to Britain used to be dominated by Hong Kong people until the increasing numbers of Chinese students and skilled migrants from Singapore, Malaysia and the Mainland China come to the U.K. from the 1960s.
Employment and income level of British Chinese
In the beginning, most Chinese immigrants arrived to work with unskilled works or self-employed, such as Chinese catering, Asian supermarket and wholesale, agriculture, construction, etc. However, nowadays the Chinese ethnic group in the U.K is more diversely composed, and a large number of British Chinese are in the employment outside the above sectors and integrate into the British society better. Based on the survey, first and second-generation British Chinese have one of the lowest unemployment rates in the U.K., with an unemployment rate of 4.08% and 4.32% compared with slightly higher figures of 5% for White Irish. British Chinese men (27%) are twice as likely to be working than White British men (14%) to be in professional and managerial jobs.
For average income level, British Chinese also rank rather high comparing both with the national median and other ethnic groups. Statistics shows British Chinese men make the highest median salary for any ethnic group with 12.70 GBP earned per hour, while 11.40 for White British, 11.20 for British Indian and so on. Although British Chinese woman earn less than Chinese men, the income gender gap is not high and British Chinese women have the third highest median salary level (10.21 GBP per hour) compared with other female ethnic groups in the U.K. It is also found that British Chinese have the lowest poverty rats among different ethnic groups in the U.K. Although British Chinese have high incomes, but the overall economic activity in the British Chinese community tends to be lower than the general population average.
Geographic distribution of British Chinese inside the U.K.
According to the statistics, around 33% of the British Chinese (more than 110,000) live in London, 13.6% in the South East while 11.1% in the North West, which is pretty geographically widespread and decentralized.
Except for London, large numbers of Chinese migrants in the U.K. can be found in Manchester (10,800), Birmingham (10,700), Liverpool (6,800), Sheffield (5,100), Oxford (4,200), Cambridge (3,600), Edinburgh (2,700) and so on, where you can probably find China Towns that present Chinese Culture.
Which language do British Chinese use the most in the U.K.?
As a result of massive Hong Kong and Southern Chinese immigrants, Cantonese is the primary Chinese language in the U.K and more than 300,000 British Chinese speak Cantonese and use traditional characters. However, along with the increasing numbers of Chinese students and economic migrants, Mandarin Chinese and simplified Chinese characters are getting more and more popular. In addition, English becomes the first or secondary language of most British Chinese. Therefore, when launching multicultural campaigns in the U.K. to target Chinese people, it is important to choose the most suitable language to achieve the best result.
Which types of advertisers should pay extra attentions to British Chinese?
In our previous post, we have analyzed the consumer behaviors of Asian Americans. In fact, British Chinese are quite similar with Asian Americans in terms of consumer habit and purchasing trend. Both ethnic groups show significant interests and demand in the consumption of housing, food, retail, automobile, financial products, education, travel and so on. Marketers, especially those within these industries shouldn't miss the chance to reach such a growing ethnic group in the U.K. with huge purchasing powers.
How to reach British Chinese in the U.K.?
There are different channels to reach British Chinese, such as traditional print media (local Chinese newspapers, magazines, postal ads), word of mouth, local TV and radio, launching marketing campaigns at China Towns and Internet.
However, not all the channels are very effective. Advertising on print media could only guarantee a limit reach while it takes time and effect to negotiate and schedule with different publishers and media companies. Broadcasting on TV and radio not only cost a fortune to product the materials and to be broadcast, but also couldn't avoid expressing their messages to the wrong audiences.
Comparatively, advertising through online media is more efficient and cost-effective for advertisers. Thanks to the development of Ad technology, it is not difficult to quickly set up a campaign to target certain audiences effectively with the help of Independent Trading Desk like Joinville AB. Advertisers would only pay by the effect (CPM, CPC, CPA, etc), therefore their budgets would be maximally utilized and cost-effective.
No matter if advertisers want to reach these audiences by display ad, video ad, search, or social media, it can be realized. To be mentioned, since Facebook, Youtube and Google are excluded in the mainland China, Chinese search engines (Baidu, Soso), social media platforms (Renren, Sina Weibo, Tencent Weibo, WeChat, Qzong, etc), and video sharing sites (Youku, Letv, PPS and so on) dominate the Chinese Internet users. To succeed in multicultural marketing, it is very important to seek the right channels to reach the targeted audiences.
Best tips to launch online marketing campaigns to target British Chinese
In order to make the best of multicultural marketing campaigns to target British Chinese audiences, here are some best tips that we would like to share with you.
First, it is wise for advertisers to only deliver their ads to their target audiences. Current ad technology supports targeting certain audiences based on location, site, interest, gender, income level and so on. To get a better reach of British Chinese, advertisers could focus launching online marketing campaigns on the local Chinese sites (BBS, Web portals, Forums in the U.K), and major Chinese sites or even mobile Apps that have decent volume of traffics from the U.K.
Second, as we mentioned before, using right language in the advisement would greatly improve the effectiveness of the multicultural marketing campaigns. Due to the historical reason, Cantonese, English and Mandarin Chinese are the dominating languages among British Chinese. Since most well-educated Chinese people could read traditional Chinese characters as well, it is better to use traditional Chinese characters in the ads than simplified Chinese characters if it is not possible to use both when launching online marketing campaigns to the Chinese group in the U.K.
Lastly, Chinese multicultural holidays (such as Chinese New Year, Duanwu Festival, Mid-Autumn Festival, etc) are great chances for marketers to gain revenue from launching multicultural marketing campaigns during these days, since there are huge demands of purchasing goods and gifts during the Chinese multicultural holidays.