Marketing during China’s Battle with Coronavirus

Currently, in China, everything seems to be stopped except for the battle with coronavirus. Is it a good time to do marketing? After all, it is a painful moment for all of China and for the other countries affected. If brands are seen as exploiting the coronavirus to advertise their products, it will inevitably result in major backlash and damage to the brand's image. However, this doesn’t mean that brands should do nothing during the epidemic. Let’s look at some brands that have launched tactful marketing campaigns during the outbreak. The best marketing make use of brands’ own advantages to satisfy consumers’ special needs, especially emotional needs, offering them warmth, comfort, and value in this trying time. 

Austin Li, who is the top KOL/live streamer in the cosmetic sector in China, used his position to call on fans to donate to the Wuhan epidemic through a public welfare project initiated by Alibaba. As of 1:30 am on the first day of the Chinese New Year, a total of 71.4 million yuan has been raised. On Feb 5th, after a temporary halt to his live streaming, Austin restarted his live stream to chat with his fans. Some consumers said his voice was a comfort to them. 

Second, doing charity can be beneficial in improving brands’ value. During the epidemic, many companies will donate money, but sometimes doing charity is not only about giving money but also about what brands do in this particular moment. Doing the right thing is sometimes more important and can leave a more profound and lasting impression on consumers.

The young coffee brand, Saturnbird, gave hot coffee and thermos cups to medical staff fighting in the front line, which was praised by Chinese people.

Wangwang, a traditional snack brand in China (also has a hospital), not only donated medical supplies to hospitals in Wuhan but also distributed disinfectants to citizens in several cities. This brand also used its cute brand image to comfort consumers on social media, which helped it win a large number of fans and even led to a #Wangwanghospital hashtag trending on Weibo. 

Third, it is important to adjust strategies as soon as possible in the crisis. In today's case, the most obvious business strategy adjustment is to explore the power of online channels. During the coronavirus epidemic, most Chinese have to stay at home, which leads to high online traffic. 

THE COLORIST, China’s first domestic makeup collection brand, has been busy over the last several years, opening brick-and-mortar stores. Over the last month, it has accelerated a series of online operations and will soon launch mini-program e-commerce, start live streaming, and increase their investment in KOC development. 

Perfect Diary launched a Valentine's Day themed game allowing users to not only pass the time but also get exclusive promotional coupons which can be redeemed to buy discounted products. 

Marketing during the epidemic must be perceived by the public as a genuine effort by the enterprise to participate and contribute to China’s battle with the virus. Companies need to prioritize 3 points: to understand the needs of users in this particular time, to provide value, and to leverage their core competencies to aid in China’s fight against the virus. Prioritization of digital retail and marketing is also an important consideration.