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.
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.
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.
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.
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.
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.
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:
+Read More: Incentive Insights: How to Develop Rewarding Incentives for Brand Ambassadors
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!