Compared to stocks, forex trading is still a relatively new concept for many Chinese people. China’s forex market still holds a great deal of untapped potential for forex brokers and brokers.Although forex investment is not subject to policy restrictions in China, forex margin trading is subject to relevant policy restrictions, so many investors learn about forex investment only through passive exposure.
According to a survey by a research firm on the channels through which Chinese investors first enter the foreign exchange market, aside from those who learned about forex through their professions, other first-time investors entered the forex community through marketing recommendations or the influence of their social circles.Among Chinese forex investors, 72.5% have less than five years of investment experience. After entering the forex market, they pay close attention to advertisements from brokers, online and offline industry events, and industry news, demonstrating a strong desire to gain a deeper understanding of the market and further their knowledge. Specifically:
1. Regarding advertising content: Approximately 42% of investors pay close attention to investor education, while roughly 30% focus on trading software and in-person events—a similar proportion—followed by brand promotion, bonus offers and gifts, and online events;
2. In terms of online event performance: Investments in sponsored content and live streams accounted for more than 60% of the total, followed by information such as performance showcases and investment competitions;
3. Regarding participation in in-person events: nearly 70% of attendees focused on professional investment seminars and industry summits, followed by academic courses, salons, and trade shows.
Based on the above customer marketing behavior patterns, the following marketing strategies can be recommended for the brokerage business:
1. Promoting Advertising Campaigns:
Chinese forex investors are receptive to and pay close attention to industry advertising campaigns, and they place great importance on online promotion. Brokers and brokers must capitalize on investors’ online touchpoints, such as building and optimizing the ranking of their official websites, establishing official corporate accounts on platforms like Weibo, WeChat, and Douyin, as well as implementing brand marketing campaigns, promotional campaigns, and word-of-mouth marketing initiatives.Brokers and brokers should make every effort to leverage the primary information channels currently used by Chinese clients to conduct brand promotion and encourage clients to share content organically.
2. Investor Education:
As mentioned earlier, more than 70% of Chinese forex investors have less than five years of investment experience. They place great importance on enhancing their industry knowledge. Brokers or brokers can conduct investor education and encourage word-of-mouth sharing through the following methods:
1) Promote forex knowledge through official channels such as the official website and WeChat official account;
2) Share investment strategies, practical techniques, and investment case studies through popular short-video and live-streaming platforms to build client trust and encourage the further sharing of information;
3) Develop proprietary professional courses, attract customers through a systematic educational approach, and conduct secondary private domain operations by having instructors add students on WeChat;
4) Host in-person investment seminars and investor meetups to foster mutual understanding and trust; face-to-face marketing is more effective than online chats.
3. Emphasize the influence of KOLs:
Relying on a single person alone can only reach a relatively limited number of consumers. Forex brokers or agents can fully leverage the influence of KOLs and attract more clients by collaborating with industry KOLs.Industry KOLs have a large following with a high degree of targeting; their followers have a strong sense of trust and goodwill toward them. Promotions by KOLs are more readily accepted by their followers, which will help your marketing efforts gain traction more quickly and increase your chances of success.
4. Social Circle Marketing:
People are always more willing to trust those around them and believe what they see and hear. According to surveys, more than 20% of forex investors entered the forex market after being influenced by friends; they learned about forex through channels like social media feeds and were attracted by the advantages and profits of forex investing. Make the most of your social circle!The investor education mentioned earlier can also be shared within social circles, and you can leverage additional incentives—such as bonus rewards—to encourage users to help you spread the word within their own social circles.
We hope this article will give you a better understanding of Chinese foreign exchange investors and provide inspiration for your business marketing efforts.
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