If you’re selling seafood to China online, there’s a good chance that now (and most definitely in the not so distant future) there are a significant number of buyers who are millennials. And it’s for that reason that you need to be aware of how to market to this younger cohort of the population.
But first of all, what exactly is a millennial?
‘Millennials’ - individuals who were born in the last two decades of the 20th Century and probably the most important demographic on the planet today. China’s population has around 415 million of them (31%) and there’s a particularly huge generational gap in culture compared to the rest of the world.
On top of their embrace of technology and online commerce, there’s also a huge shift in values for Chinese millennials. They’re all about spending, being social and living to experience the ‘now’.
So what works when it comes to marketing and selling seafood online to the younger generation? Here’s a few insights that can help you out:
While the traditions of ‘guanxi’ and business rituals are still a huge part of the greater population, there’s a trend in younger generations towards a more relaxed approach, with relationships being casual and lighthearted. If you’re a brand targeting the young in China, you can keep it ‘qing song’ - nice and easy.
The ancient culture is still close to millennials’ hearts and a lot of brands have been very successful tapping into this in a playful way. A great example is Coca-Cola’s Lunar New Year campaign in 2015; ‘A Fu’ and ‘A Jiao’ - two characters based on traditional Chinese clay doll folk art, with a fun, modernised styling. The comical pair were integrated into Coca-Cola’s social media and marketing through WeChat and helped increase the brand’s volume by 9% in China, despite slow economic conditions in the first quarter of 2015.
With the online marketplace making such a huge selection of high quality seafood available, the emphasis for millennials is no longer on the physical product, but more, the associated ‘moments’ and experiences that come with it. For instance, if buying a lobster, while the product itself is important, the resulting enjoyment having bought the lobster would be a stronger driver for the sale to occur.
Want to get started selling your seafood to China’s millennials now that you’re armed with the knowledge on how to market to them? Just sign up to the online marketplace below, it’s easy.