What Retailers Should Know About Chinese Consumers

By Marianne Wu | June 26, 2017

This May, we had the opportunity to exhibit at STORE 2017, a retail industry conference organized by the Retail Council of Canada (RCC). During this two-day event, business leaders and visionaries from across North America converged to discuss the newest innovations and trends shaping the evolution of retail worldwide.

A variety of important topics were discussed, from supply-chain management and e-commerce sales to future industry disruptions. Speakers from analytical giants Nielsen and SAS shared their insights on buying behaviours, and leaders from Best Buy discussed their ‘Bricks and Clicks’ strategy to merge vertical business lines and drive their business forward in a digital-first era.

At this event, we shared our insights on the emerging Chinese consumer market in Canada. For those of you who didn’t have the chance to visit us at STORE2017, here are three quick facts about the Chinese consumer that marketers in Canadian retail organizations should know:

Eastward Media / Glacier Media’s Vancouver and Toronto team members at STORE 2017

  1. The Chinese consumer market is growing
    China is one of Canada’s top visitor and immigration sending countries, and the population represents new waves of opportunity for retail businesses in Canada. Over 500,000 Chinese newcomers, students and short-term visitors come to Canada each year, according to Stats Canada.
  2. Chinese in Canada’ Consumers are more ad-friendly
    IPG Mediabrands’ Multicultural Media Study finds that Chinese web users are more much more responsive to advertising than the general Canadian population, with 64% stating that ads keep them up-to-date with new products. Chinese consumers also feel closer to brands that communicate with them in their native language.
  3. Chinese Content is preferred
    comScore reports show that the online media consumption of Chinese consumers skews toward Chinese content, rather than Canadian or American content. That means that consumers in Canada prefer to look at their home-country websites, rather than local websites. Advertising on these Chinese home-country websites has traditionally been difficult for local businesses.

When it comes to recruiting the Chinese consumer, Eastward Media is an expert. Our digital media solutions and targeting systems place your brands in front of interest Chinese buyers. We have the ability to serve ads on the websites that Chinese audiences in Canada and the United States are visiting, and deliver powerful top-funnel impact for our clients.

For Business Inquiries:
Kevin Liminsang, VP Client Services
Phone: 604.619.2991
Email: kliminsang@glaciermedia.ca