Do the Chinese trust advertising?

February 04, 2023

Are you planning to launch an advertising campaign in China in 2023 and wondering if an advertising campaign will work?

Chinese people don’t trust 2023 advertising

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According to the China Association of Chinese Consumers, more than 65% (2/3) of Chinese do not trust advertising.

. Of the sample of 13,000 Chinese interviewed, 2/3 of them consider that they have beene victims of misleading or illegal advertising.

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This Association had announced, * to have received 5,488 complaints from consumers during the first half of the year, hence the commissioning of this large-scale study. The first supports incriminated are in order:

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  • outdoor advertising on walls, bus shelters, etc.

  • television (the worst)

  • the internet. (especially web banners)

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The Chinese questioned also consider that the supports and media must be held responsible for the consequences of this type of publicity (41.3% of the respondents) and that the prescriptive stars must also be attacked (80% of the respondents).

In China, many rather grotesque advertisements invade daily life, and I will take the example of basketball player Yi jian lian, the country’s second basketball star after Yaoming. This Giant advertised Milk, well yes, this brand of milk makes you grow taller and girls like it too.

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Only 1/3 of Chinese would trust advertising. The advertising value is gradually decreasing in China, due to abuse and the invasion of advertising inserts in the urban setting.

I will illustrate you with an example that every expat can know, Nanjing lu Shangha, a magnificent street certainly, but totally invaded by advertisinge.

A Reputation campaign, doing consumer tests, having the products tested by KOLs (influencers) gives more conclusive results.

Using social networks to promote your brand, product, service brings much better results.

Advertising only works if the consumer already knows the brand and trusts it.

Loréal is advertising its new product, it will attract attention because the Chinese have confidence in the French brand.

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Olivier VEROT

Marketing China

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