How is brand loyalty in the Asia Market evolving?
Over the years, Asia’s dynamic consumer behavior and evolving trends have had significant impacts on global shopping trends. Since the pandemic, as more consumers shift to online and mobile platforms, brands have been rethinking their marketing strategy to stay in the game.
So, what’s the “trump card” in Asia’s market? Brand ambassadors– they’re the ones driving brand Loyal consumers to favor brands that offer genuine, engaging experiences.
+Read More: Why Brand Ambassadors Are the Future for Korean Cosmetic Brands Expanding to the West
Now, you might be wondering, how do brand ambassador programs foster brand loyalty? Let’s dive in and explore four ambassador trends driving brand loyalty in East Asia markets—and how you can use these insights to build a base of loyal consumers and leverage your ambassador marketing strategy.
Why Use Brand Ambassadors for Building Brand Loyalty in the Asia Market?
Before we start, let’s consider why brand ambassadors should be a key part of your next marketing strategy.
Brand ambassadors are your trusted advocates. They promote your brand with authenticity and trust, often creating user-generated content (UGC) that resonates with consumers on a personal level.
Studies have shown that more than 90% of consumers trust recommendations from real people over traditional advertisements, making brand ambassadors one of the most powerful marketing tools.
The Rise of Livestream Shopping
In recent years, a very interesting marketing tactic has taken all over Asia’s top platforms: Livestream Shopping. Especially in China, live streaming has become a dominant form of online retail.
What is “LiveStream Shopping?”
Livestream shopping is exactly what it sounds like. It is a new form of E-commerce that allows brands to sell products or services and interact with consumers online, all in real-time.
In this format, your designated digital retailers will often be employees, influencers, or brand ambassadors. They showcase products, answer questions, and create a personalized shopping experience that drives interest and sales.
Ambassador Livestream Shopping vs.Traditional Ads: What’s the Difference?
- Instant Feedback: The chat box allows consumers to ask questions and get immediate responses, creating an interactive shopping experience.
- Exclusive Deals: Viewers will be offered special perks like limited-time discounts or free shipping. This encourages purchasing decisions and drives sales.
- Seamless Shopping Experience: Purchases can be made instantly from the live stream, no need to spend excessive time navigating between multiple platforms.
- Instant Appeal to New Customers: Livestream shopping helps brands reach a wider audience by attracting new customers through engaging content. When viewers share live sessions, it creates a snowball effect, boosting brand exposure and traffic.
The growth of livestream shopping is undeniable. In fact, the US livestream shopping market is estimated to be worth $68 billion by 2026, reflecting how impactful this marketing strategy is across different regions.
In today’s society, word-of-mouth and social proof play a huge role in shaping consumer decisions. That’s why having genuine advocates for your brand is so important.
When people share their honest experiences, it builds trust and makes it easier for new customers to connect with you. This makes brand ambassadors the key to kickstarting a successful livestream marketing strategy.
Shopping Trends of Asia’s Big Sales Events
Just as Black Friday dominates the holiday shopping season in the West, Asia has its own mega sales events: 11/11 and 12/12.
What are the dates 11/11 and 12/12?
In short, 11/11, or “Single’s Day”, is Asia’s version of Black Friday, taking place every November 11th. This day is a major shopping event where brands focus on optimizing sales from offering discounts.
On the other hand, 12/12, or “Doubles Day” marks the end-of-year sales, featuring even more discounts and clearance deals to help brands clear out their inventory.
How does 11/11 and 12/12 Boost Sales with Live Streaming?
To make the most out of these events, most Asian brands use strategies such as live streaming, which drove $6 billion USD in sales in 2022. Brand ambassadors played a huge role in this success, contributing to an estimated $156.4 billion USD (1.14 trillion yuan) in sales during 2023’s 11/11 event.
You might be wondering, how did brands work with their brand ambassadors to achieve such massive success?
Here’s how:
- Well-Established Brand Community: A well-fostered brand Community can create a loyal following, making consumers feel more connected to the brand.
- User-Generated Content: Task your Brand ambassadors to create authentic content that resonates with their audience. For instance, during 11/11, Ambassadors would share their “ 11/11 day bucket list” and highlight what they’ve purchased.
- Reward your Ambassadors: A reward can be delivered in any form. It can be as simple as cashing out or exclusive discounts to free products or even being invited to the company.
+Read More: Incentive Insights: How to Develop Rewarding Incentives for Brand Ambassadors
How Can You Do the Same for Your Business?
After looking at top trends driving brand loyalty in the Asia market, it’s clear that brand ambassadors are real game changers –driving successful sales on live streams, during the 11/11 and 12/12 events. Their authentic and relatable content feels more genuine to consumers and in return will create a loyal brand community.
Are you ready to elevate your marketing efforts? SocialLadder can take your ambassador marketing to the next level!
