This document mainly focuses on the overseas streaming TV marketing of Chinese brands, with core content including:
1. Overview of Streaming TV
- Discussion on streaming TV: Its commercial core foundation is high-quality content. In the past, audiences were gained through copyright and exclusive content, but now, due to rising content costs, brand-sponsored advertising models have emerged, allowing brands to reach consumers and influence their decisions.
- Relationship with Chinese brands going global: Chinese enterprises are entering a new stage of going global, with brand building becoming a key focus. Streaming TV can attract target audiences, convey brand value, win consumer trust, and help achieve both brand and performance goals.
- Streaming TV landscape: Major streaming TV platforms are developing rapidly, such as Netflix with high subscription numbers, and Prime Video rising quickly with broad advertising reach.
2. Research Methods
- Desk research: Data sources include proprietary research databases, government public documents, corporate financial reports, etc., mainly using the latest data (mostly from 2023 - 2024).
- Quantitative research
- Special research on U.S. consumers: Targeting 800 consumers aged 18 - 65 (divided into GenZ, GenY, GenX), studying various media usage, streaming TV usage, attitudes toward media advertising, and attitudes toward non-domestic brand consumption.
- Global consumer and advertiser tracking: Kantar annual survey targeting consumers and marketers, asking about media usage, advertising attitudes, investment plans (marketers), conducted in 2022 - 2023, following local population distribution quotas.
- Amazon streaming TV marketing effectiveness evaluation: Quantitative research in a simulated environment, sample size of 300, studying related topics.
3. Opportunities and Challenges for Chinese Brands Going Global
- Strategies for different stages of going global
- Initial stage: Brands need to meet consumer needs in new regions by combining product advantages and understanding the purchase decision path. Streaming TV is a high-usage media entry point overseas and can help brands understand target audience behavior habits.
- Growth stage: Brands should optimize advertising placement and channel layout, create high-quality marketing content that fits local cultural language, clarify marketing objectives, and use streaming TV channels to build brand awareness.
- Maturity stage: Brands should choose high-quality media to convey unique positioning and value propositions. Integrated marketing strategies leveraging streaming TV can innovate advertising content formats and activate brand power.
- Audience insights: Research on U.S. consumers' use of streaming TV shows that Chinese brands have a strong impression of high cost-effectiveness, but some audience perceptions are changing. Younger generations and online shopping enthusiasts have improved impressions of Chinese brands in terms of high quality and uniqueness. Chinese brands need to refresh perceptions with differentiated advantages.
- Advertising conversion drivers: U.S. consumer research shows that streaming TV ads have strong brand conversion driving power; 80% are inspired to convert after seeing ads, with higher awareness and purchase inclination among high-income groups.
4. Elements for Optimizing Advertising Creativity
- Convey emotional stories: Creative displays of emotionally rich brand stories can greatly enhance brand favorability and purchase intent.
- Showcase memorable points: Authentic display of meaningful memorable points can enhance ad recall rate.
- Strengthen brand connection: Reinforcing brand connection at the end can improve the effectiveness of brand information delivery.
5. Case Studies of Chinese Brands Going Global
- Hasbro case: Advertising on Prime Video, using Amazon Insights tools to attract target audiences, increase search volume and favorability, drive sales growth, and achieve both brand and performance goals.
- ING case: Launching the "Nómadas" ad on Prime Video, documenting the lifestyle of digital nomads, using Amazon's advertising system media mix to enhance brand awareness and purchase intention, and improving brand performance in multiple dimensions.
