China’s economy is witnessing fierce competition among businesses in terms of both pricing and sales strategies. So, what enables companies in this populous nation to make an impression and improve the shopping experience for their customers?
Let’s join TriPlayZ in exploring the Gamification Marketing solution in the Chinese market to discover the factors that make this approach widely accepted and popular!
Why are Chinese businesses heavily investing in Gamification?
The impressive debut of gamification in China highlights the role of creativity. More importantly, understanding user receptiveness and leveraging the unique characteristics of the market have been key drivers of gamification’s success in this region.
Unique Demographic Factors
China is home to the world’s largest gaming community, with an exceptionally high level of acceptance for gamification. This trend has grown significantly since the COVID-19 pandemic, particularly among younger audiences who spend more time on their phones.
The tendency to spend lavishly on entertainment activities may also be partly explained by the high proportion of young people in China without siblings. As a result, Gen Z and Millennials in the country tend to favor platforms and content that offer unique entertainment experiences, especially those with high interactivity and social engagement.
A Complex and Highly Competitive Market
China’s domestic market is characterized by fierce competition among numerous rivals. This intense competition drives sellers to actively seek innovative methods to increase customer loyalty to their brands, it is normal for brands to invest in highly creative marketing strategies.
Moreover, the development of mobile payment solutions like Alipay and WeChat Pay has made online shopping and payment processes increasingly boring. As interactions in these transactions become less engaging, finding a transformative solution becomes imperative. Thus, gamification appeared as the bridge that fostered more interaction between sellers and their customers, enriching the shopping experience.
Successful case studies in China
The explosion of gamification in China truly began in late 2019 when numerous e-commerce platforms and businesses started incorporating gamification into their marketing campaigns. Among these, several standout games played a pivotal role in leading this wave of interactive marketing.
Gamification: “Skyscraper building” - Taobao
The core idea of this game revolves around team-based skyscraper building. Players form teams and compete against opponents from 9:00 AM to 10:00 PM local time. The team that invites the most friends to cheer them on wins and earns an outstanding cash prize.
This game became one of Taobao’s most successful marketing initiatives. Skyscraper Building attracted 300 million participants within a week—a figure that even surpassed the engagement of Honor of Kings, one of China’s most famous mobile games.
Gamification: “Cotton Factory” - Purcotton
The “Cotton Factory” leveraged incentives such as redeemable points and vouchers to encourage users to log in daily, water cotton plants, and complete tasks. Once the cotton was fully grown, users could receive free cotton-based products such as towels and pure cotton facecloths.
The campaign garnered significant engagement, with over 70,000 users actively participating in watering the plants. Through this activity, users not only received rewards but also gained insights and hands-on experience about the cotton-growing process and the production standards of Purcotton products.
Porsche WeChat Gamification Campaign
In this gamified experience, players control their virtual Porsche on a racetrack. Along the way, they encounter pit stops, each corresponding to a specific car maintenance procedure. At each stop, players are provided with detailed information about the maintenance process.
This integration of gamification highlights Porsche’s focus on appealing to younger, tech-savvy customers. By making the brand more approachable, the game not only enhances product awareness but also strengthens the connection between Porsche and its target audience.
Conclusion
Gamification is not only a new trend, but also a powerful tool to boost sales and build customer loyalty. By turning everyday activities into engaging games, brands have successfully captured consumer attention, increased interaction time with their brand, and encouraged users to share their experiences with friends.
The gamification wave in China is the clearest example of the immense potential this method has in enhancing user interaction experiences. This new trend of engagement is now being actively applied in Vietnam, yielding positive feedback from both local and international businesses.
Companion to the trend, TriPlayZ is ready to support clients with innovative and creative interaction solutions. With our experience in delivering projects for major partners like VitaDairy, Xanh SM, and Lay’s Vietnam,… We offer tailored solutions and expert consultations to meet your business needs. Discover new solutions and receive advice based on your business requirements today!
