Common Misconception marketing to Hong Kong and Chinese property buyers?

July 21st, 2020

When reaching out to Hong Kong and Mainland China prospective property buyers, what are the common misconception that marketers and…

The interest from my Hong Kong connection was a surge recently amidst the change in the social climate. According to propertyfundsworld, "Traditionally, Hong Kong Chinese purchasers have sought London property for investment purposes. They have historically bought smaller, often new-build properties either to rent or for their children to use whilst studying in the UK. The recent desire to upsize these investment properties into more substantial family homes comes as Hong Kong nationals plan ahead for a potential permanent UK relocation."

When reaching out to Hong Kong and Mainland China buyers, what are the common misconception that marketers and businesses to be aware of?

1st misconception) Direct Translation is good enough. In fact, "direct translation" does not work really well because when it comes to direct translation, what the end consumers receive is a piece of a cold translated sales pitch, which doesn't resonate and addresses the needs of the targeted Chinese property buyers at the very moment.

Bear in mind that Chinese customers have various destination options to invest their money in, whether it is the UK, Europe, Australia, Singapore, as well as other emerging Asia countries, therefore, the marketing copy needed to be re-written from sketch targeting to the Chinese property buyers and investors.

Therefore, Direct Translation is Not enough.

2nd misconception) Hiring a non-native speaker is also OK.

When approaching Chinese buyers in a one on one level, there is a common misconception that "it is just the language", but there is a depth that we might not aware of.

Sometimes, the "little subtle" human interaction that makes the difference that wins the Chinese heart, whether it is talking about that favorite Chinese dishes, or understanding a recent popular Chinese show that everyone is talking about, etc.

Accepting the fact that some Chinese buyers might want to speak with a native Chinese speaker because they can respond during the weekend or any other reason such as exchanging certain Chinese flavors. It is the underlying unspoken cultural understanding and the chemistry that clicked.

Therefore, whether it is a Chinese sales or marketing professional, it is very important to hire a native-born local Chinese experienced profession.

3rd) One size fit all language The third misconception is adapting one size fits all language.

If you are targeting Hong Kong buyers, use Cantonese and Traditional Chinese. If you are targeting Mainland Chinese buyers, use Mandarin and Simplified Chinese.

Therefore, it is important to align both digital and offline marketing localization with the mind of your targeted audiences.

4rd) "Not a one size fits all" Chinese Digital Marketing strategy

The fourth misconception is adapting one size fits all Chinese Digital Marketing Strategy.

There is a misconception that if we copy that competitor or follow that case study or that previous formula that we might be able to be succeeded.

However, when we understand that the Chinese market is moving fast and keeps changing and Chinese consumers' reactions might change, even a successful formula or case from the past might not be well applicable at this moment because our world keeps moving.

Therefore, it is no a one size fit all template-based Chinese digital marketing strategy and execution.. because the message that was effective 6 months ago might not resonate in the current moment, so ensuring your marketing messages keep relevant to the most current climate.

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