{"id":6832,"date":"2020-09-17T06:30:00","date_gmt":"2020-09-17T04:30:00","guid":{"rendered":"https:\/\/ewyabbkav.preview.infomaniak.website\/?p=6832"},"modified":"2021-01-19T15:08:10","modified_gmt":"2021-01-19T14:08:10","slug":"derriere-la-grande-muraille-electronique-la-publicite-en-ligne-en-chine-1-2","status":"publish","type":"post","link":"https:\/\/www.comtogether.com\/fr\/2020\/09\/17\/derriere-la-grande-muraille-electronique-la-publicite-en-ligne-en-chine-1-2\/","title":{"rendered":"Derri\u00e8re la \u00ab Grande muraille \u00e9lectronique \u00bb : la publicit\u00e9 en ligne en Chine [1\/2]"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"6832\" class=\"elementor elementor-6832 elementor-6811\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6e116d93 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6e116d93\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;,&quot;shape_divider_bottom&quot;:&quot;opacity-fan&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t<div class=\"elementor-shape elementor-shape-bottom\" aria-hidden=\"true\" data-negative=\"false\">\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 283.5 19.6\" preserveAspectRatio=\"none\">\n\t<path class=\"elementor-shape-fill\" style=\"opacity:0.33\" d=\"M0 0L0 18.8 141.8 4.1 283.5 18.8 283.5 0z\"\/>\n\t<path class=\"elementor-shape-fill\" style=\"opacity:0.33\" d=\"M0 0L0 12.6 141.8 4 283.5 12.6 283.5 0z\"\/>\n\t<path class=\"elementor-shape-fill\" style=\"opacity:0.33\" d=\"M0 0L0 6.4 141.8 4 283.5 6.4 283.5 0z\"\/>\n\t<path class=\"elementor-shape-fill\" d=\"M0 0L0 1.2 141.8 4 283.5 1.2 283.5 0z\"\/>\n<\/svg>\t\t<\/div>\n\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7dcd01ed\" data-id=\"7dcd01ed\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-513b2229 elementor-widget elementor-widget-heading\" data-id=\"513b2229\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Derri\u00e8re la \u00ab Grande muraille \u00e9lectronique \u00bb : la publicit\u00e9 en ligne en Chine [1\/2]<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6a55176e elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"6a55176e\" data-element_type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<i aria-hidden=\"true\" class=\"far fa-comment\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5ea1016c elementor-widget elementor-widget-text-editor\" data-id=\"5ea1016c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Premi\u00e8re Partie : Comment approcher vos clients<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-41c18456 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"41c18456\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6f098431\" data-id=\"6f098431\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a081cc8 elementor-widget elementor-widget-image\" data-id=\"a081cc8\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"159\" height=\"159\" src=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/07\/Photo_Charlene-e1594284246975.jpg\" class=\"attachment-full size-full wp-image-6449\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6dd09a1 elementor-widget elementor-widget-heading\" data-id=\"6dd09a1\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Par CHARLENE LAU<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-423b3668 elementor-widget elementor-widget-spacer\" data-id=\"423b3668\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6bbe4a3 elementor-widget elementor-widget-text-editor\" data-id=\"6bbe4a3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>Les opportunit\u00e9s publicitaires en Chine<\/h2><p>La Chine est la puissance \u00e9conomique qui conna\u00eet la croissance la plus rapide au monde. Deuxi\u00e8me derri\u00e8re les \u00c9tats-Unis pour le PIB nominal, elle occupe <span style=\"text-decoration: underline; color: #3366ff;\"><a style=\"color: #3366ff; text-decoration: underline;\" href=\"https:\/\/blogs.worldbank.org\/opendata\/tracking-gdp-ppp-terms-shows-rapid-rise-china-and-india\" target=\"_blank\" rel=\"noopener\">la t\u00eate du classement des pays par PIB (PPA) depuis 2013<\/a><\/span>; or cet indicateur est d\u2019autant plus pertinent qu\u2019il estime le produit int\u00e9rieur brut \u00e0 partir de la parit\u00e9 du pouvoir d\u2019achat (PPP). Ce march\u00e9, qui se distingue par ses solides avanc\u00e9es technologiques et sa population de 1,4 milliard d\u2019habitants (dont plus de 800 millions d\u2019utilisateurs actifs d\u2019Internet), regorge donc d\u2019opportunit\u00e9s \u00e0 ne pas n\u00e9gliger.\u00a0<\/p><p>Comme la Chine repr\u00e9sente \u00e0 elle seule <a href=\"https:\/\/blogs.worldbank.org\/opendata\/tracking-gdp-ppp-terms-shows-rapid-rise-china-and-india\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\"><u>21 % des 3,8 milliards d\u2019utilisateurs d\u2019Internet<\/u><\/span><\/a> dans le monde , le nombre d\u2019internautes y est logiquement sup\u00e9rieur \u00e0 celui de tout autre pays. Par ailleurs, c\u2019est aussi <a href=\"https:\/\/www.statista.com\/topics\/5604\/advertising-in-china\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\"><span style=\"color: #3366ff; text-decoration: underline;\">le deuxi\u00e8me plus grand march\u00e9 publicitaire mondial<\/span><\/span><\/a> en termes de budget\u00a0 \u2013 et d\u2019apr\u00e8s certains indicateurs, la <a href=\"https:\/\/jingdaily.com\/why-is-hermes-thriving-in-china-despite-covid-19\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\"><span style=\"color: #3366ff; text-decoration: underline;\">reprise apr\u00e8s la crise du COVID-19<\/span><\/span><\/a> pourrait y \u00eatre plus rapide que sur d\u2019autres march\u00e9s mondiaux . N\u00e9anmoins, la publicit\u00e9 en ligne peut \u00eatre une op\u00e9ration v\u00e9ritablement d\u00e9licate pour les nouveaux venus en Chine, du fait des sp\u00e9cificit\u00e9s de son paysage m\u00e9diatique, de sa culture Internet et de son cadre r\u00e9glementaire. Dans cet article, nous vous apporterons notre \u00e9clairage sur l\u2019univers digital particulier de la Chine et sur certaines pratiques \u00e0 adopter pour saisir les nombreuses opportunit\u00e9s qu\u2019offre ce pays en termes de marketing digital.<\/p><h2>La l\u00e9gislation chinoise sur la publicit\u00e9<\/h2><p>Ce qu\u2019un observateur ext\u00e9rieur conna\u00eet d\u2019Internet en Chine tient g\u00e9n\u00e9ralement en une phrase : le pays fait tout pour restreindre l\u2019exp\u00e9rience en ligne de ses utilisateurs et censurer les contenus sur le web. Si le cadre r\u00e9glementaire chinois est strict sur la Toile, il est tout de m\u00eame possible d\u2019y d\u00e9velopper son activit\u00e9 pour peu que l\u2019on respecte les r\u00e8gles. D\u00e8s lors, les publicitaires doivent saisir toutes les subtilit\u00e9s de cette l\u00e9gislation et du processus de validation en Chine. Voici quelques exemples de r\u00e8gles cl\u00e9s \u00e0 suivre :<\/p><ul><li>Il est strictement interdit d\u2019utiliser des superlatifs comme \u00ab le plus\u2026 \u00bb, \u00ab le meilleur \u00bb, \u00ab le plus populaire \u00bb, ou encore de vagues affirmations comme \u00ab recommand\u00e9 par des experts \u00bb. Les publicitaires qui contreviennent \u00e0 cette loi sont passibles d\u2019amendes pouvant aller de 200 000 RMB \u00e0 1 000 000 RMB (de 27 000 CHF \u00e0 135 000 CHF).<\/li><li>Dans les publicit\u00e9s sur l\u2019alcool, il est interdit de montrer des personnes en train de consommer des boissons alcoolis\u00e9es.<\/li><li>Toutes les publicit\u00e9s sur le tabac sont interdites.<\/li><li>Les publicit\u00e9s sur le lait artificiel ne peuvent pas pr\u00e9tendre que leurs produits sont des substituts du lait maternel.<\/li><\/ul><p>\u00c0 ce titre, <a href=\"https:\/\/www.scmp.com\/business\/companies\/article\/1734106\/crest-fined-603-million-yuan-using-computer-effects-whiten-teeth\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\"><span style=\"color: #3366ff; text-decoration: underline;\">l\u2019affaire Crest<\/span><\/span><\/a> constitue un cas d\u2019\u00e9cole de mauvaises pratiques publicitaires en Chine . En 2015, la marque de dentifrice de Procter &amp; Gamble \u00e9copait d\u2019une amende de pr\u00e8s d\u2019un million de dollars \u2013 la plus grosse sanction \u00e0 ce jour pour publicit\u00e9 mensong\u00e8re en Chine continentale. En effet, Crest avait affirm\u00e9 dans une publicit\u00e9 t\u00e9l\u00e9vis\u00e9e que son dentifrice blanchissait les dents au bout d\u2019une seule journ\u00e9e d\u2019utilisation. L\u2019organisme de contr\u00f4le a jug\u00e9 qu\u2019il s\u2019agissait d\u2019une d\u00e9claration frauduleuse : pour le prouver, il s\u2019est appuy\u00e9 sur les retouches importantes apport\u00e9es aux images de la publicit\u00e9.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7470838d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7470838d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5870199\" data-id=\"5870199\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-14099cc0 elementor-widget elementor-widget-image\" data-id=\"14099cc0\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"600\" height=\"300\" src=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/Crest_toothpaste_ad.jpg\" class=\"attachment-medium_large size-medium_large wp-image-6814\" alt=\"Crest toothpaste ad\" srcset=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/Crest_toothpaste_ad.jpg 600w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/Crest_toothpaste_ad-300x150.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e75168 elementor-widget elementor-widget-text-editor\" data-id=\"4e75168\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: right;\">Photo\/baidu.com<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6168d4aa elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6168d4aa\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-65e2a38c\" data-id=\"65e2a38c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4d0cb3a2 elementor-widget elementor-widget-text-editor\" data-id=\"4d0cb3a2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>Le paysage m\u00e9diatique num\u00e9rique chinois : un \u00e9cosyst\u00e8me parall\u00e8le<\/h2><p>La Chine se distingue par son paysage m\u00e9diatique tr\u00e8s diff\u00e9rent de celui du reste du monde \u2013 ne serait-ce que parce que les principaux moteurs de recherche et m\u00e9dias sociaux bas\u00e9s aux \u00c9tats-Unis, comme Google et Facebook, y sont interdits. Mais si cette particularit\u00e9 modifie radicalement l\u2019exp\u00e9rience en ligne, elle n\u2019a en rien emp\u00each\u00e9 ni ralenti les avanc\u00e9es num\u00e9riques. En effet, la Chine a con\u00e7u un \u00e9cosyst\u00e8me num\u00e9rique florissant, avec une vari\u00e9t\u00e9 de sites web et d\u2019applications comparables \u00e0 ceux propos\u00e9s sur les march\u00e9s occidentaux. Vous trouverez ci-dessous une rapide pr\u00e9sentation de certaines des plates-formes les plus populaires qui offrent de v\u00e9ritables opportunit\u00e9s en mati\u00e8re de publicit\u00e9.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-931633e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"931633e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-fad570c\" data-id=\"fad570c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-296e3c8 elementor-widget elementor-widget-text-editor\" data-id=\"296e3c8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Baidu:<\/h3><ul><li>Le plus grand moteur de recherche en Chine (comparable au moteur de recherche Google).<\/li><li>Avec plus de 705 millions d\u2019utilisateurs, il contr\u00f4le 75 % des parts de march\u00e9 des moteurs de recherche.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-9b471ab\" data-id=\"9b471ab\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-01da997 elementor-widget elementor-widget-image\" data-id=\"01da997\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"200\" height=\"200\" src=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/baidu-logo.png\" class=\"attachment-medium size-medium wp-image-6816\" alt=\"Baidu\" srcset=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/baidu-logo.png 200w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/baidu-logo-80x80.png 80w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e635cab elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e635cab\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-301444d\" data-id=\"301444d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7c94115 elementor-widget elementor-widget-text-editor\" data-id=\"7c94115\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>WeChat:<\/h3><ul><li>Le plus grand r\u00e9seau social de Chine (comparable \u00e0 Facebook et \u00e0 WhatsApp).<\/li><li>Il comprend un \u00e9cosyst\u00e8me num\u00e9rique int\u00e9gr\u00e9 de \u00ab mini-programmes \u00bb qui proposent, entre autres fonctionnalit\u00e9s, les paiements \u00e9lectroniques et les commandes et achats Online-To-Offline (O2O &#8211; mod\u00e8le qui encourage la visite en magasin physique tout en utilisant les canaux digitaux).<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-39678ae\" data-id=\"39678ae\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e7da574 elementor-widget elementor-widget-image\" data-id=\"e7da574\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"80\" height=\"80\" src=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/wechat-logo-80x80.png\" class=\"attachment-thumbnail size-thumbnail wp-image-6820\" alt=\"WeChat\" srcset=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/wechat-logo-80x80.png 80w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/wechat-logo-300x300.png 300w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/wechat-logo.png 400w\" sizes=\"(max-width: 80px) 100vw, 80px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d7f6b5a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d7f6b5a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-325289f\" data-id=\"325289f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f5d8fe2 elementor-widget elementor-widget-text-editor\" data-id=\"f5d8fe2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Douyin:<\/h3><ul><li>La plate-forme num\u00e9ro un de partage de vid\u00e9os en Chine, qui compte environ 400 millions d\u2019utilisateurs actifs (version chinoise de TikTok \u2013 Bytedance poss\u00e8de les deux applis, qui ont des r\u00e9seaux distincts)<\/li><li>Elle r\u00e9unit 68 % des utilisateurs de m\u00e9dias sociaux en Chine.<\/li><li>Tr\u00e8s populaire aupr\u00e8s des jeunes g\u00e9n\u00e9rations.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-5eac073\" data-id=\"5eac073\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b06fe03 elementor-widget elementor-widget-image\" data-id=\"b06fe03\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"80\" height=\"80\" src=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/douyin-logo-80x80.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-6818\" alt=\"Douyin\" srcset=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/douyin-logo-80x80.jpg 80w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/douyin-logo.jpg 129w\" sizes=\"(max-width: 80px) 100vw, 80px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b61cf22 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b61cf22\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-0cca99f\" data-id=\"0cca99f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8ad5ec6 elementor-widget elementor-widget-text-editor\" data-id=\"8ad5ec6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Xiaohong Shu:<\/h3><ul><li>Un m\u00e9dia social et une plate-forme d\u2019e-commerce qui compte plus de 300 millions d\u2019inscrits (comparable \u00e0 Pinterest).<\/li><li>Plate-forme communautaire tr\u00e8s appr\u00e9ci\u00e9e qui permet de naviguer, de faire du shopping, de communiquer et de discuter des produits et des tendances sur un large \u00e9ventail de cat\u00e9gories.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-87a0720\" data-id=\"87a0720\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6ef9b6c elementor-widget elementor-widget-image\" data-id=\"6ef9b6c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"80\" height=\"80\" src=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/Xiaohong-Shu-logo-80x80.png\" class=\"attachment-thumbnail size-thumbnail wp-image-6822\" alt=\"Xiaohong Shu\" srcset=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/Xiaohong-Shu-logo-80x80.png 80w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/Xiaohong-Shu-logo.png 225w\" sizes=\"(max-width: 80px) 100vw, 80px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-403dc1f8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"403dc1f8\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6764a1d2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6764a1d2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-66c06db4\" data-id=\"66c06db4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-13c62c8b elementor-widget elementor-widget-text-editor\" data-id=\"13c62c8b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>S\u2019adapter \u00e0 la culture chinoise des m\u00e9dias sociaux<\/h2><p>La culture chinoise des m\u00e9dias sociaux diff\u00e8re de la culture occidentale non seulement du point de vue des plates-formes et des r\u00e9seaux qui en sont issus, mais aussi de celui des comportements et des tendances qui s\u2019en d\u00e9gagent. Pour d\u00e9velopper une strat\u00e9gie de publicit\u00e9 ou de communication visant le march\u00e9 chinois, il faut donc comprendre la vie des internautes derri\u00e8re la \u00ab Grande muraille \u00e9lectronique \u00bb.<\/p><p>Vous trouverez ci-dessous quelques exemples de ces sp\u00e9cificit\u00e9s culturelles.<\/p><h3>Culture wanghong<\/h3><p>Le terme \u00ab wanghong \u00bb signifie \u00ab c\u00e9l\u00e9brit\u00e9s du web \u00bb en chinois. Ce sont de grands influenceurs qui s\u2019appuient sur leur popularit\u00e9 pour faire acheter des produits ou des services \u00e0 leurs fans. Il est \u00e0 noter que le bouche-\u00e0-oreille fait partie des crit\u00e8res qui influencent les d\u00e9cisions des consommateurs en Chine.<\/p><p><span style=\"color: #333333;\">Prenons <\/span><a href=\"https:\/\/walkthechat.com\/a-mother-baby-wechat-live-streaming-case-study-3-22-m-rmb-of-sales-in-2-hours\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\"><span style=\"color: #3366ff; text-decoration: underline;\">le cas de Xiaoxiaobao Mama<\/span><\/span><\/a>. Sur cette plate-forme multim\u00e9dia, sa fondatrice Sun Jing donne des conseils parentaux et \u00e9value des produits pour b\u00e9b\u00e9. En 2018, cette influence a vendu des produits pour un montant total de 3,22 millions de RMB (397 000 \u20ac ou 428 000 CHF) lors d\u2019un direct vid\u00e9o de deux heures sur WeChat. Pendant l\u2019\u00e9v\u00e9nement, les utilisateurs pouvaient poser des questions en temps r\u00e9el et s\u2019adresser directement \u00e0 Sun Jung. En cliquant sur un bouton qui apparaissait en bonne place sur la vid\u00e9o, on arrivait directement sur la boutique d\u2019e-commerce : ce parcours d\u2019achat fluide a donc favoris\u00e9 les ventes.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e361456 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e361456\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-86fc28b\" data-id=\"86fc28b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-64f9800 elementor-widget elementor-widget-image\" data-id=\"64f9800\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"871\" src=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/xiaoxiaobaomama_1_livestream-903x1024-1-768x871.jpg\" class=\"attachment-medium_large size-medium_large wp-image-6824\" alt=\"Xiaoxiaobao mama Livestream\" srcset=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/xiaoxiaobaomama_1_livestream-903x1024-1-768x871.jpg 768w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/xiaoxiaobaomama_1_livestream-903x1024-1-265x300.jpg 265w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/xiaoxiaobaomama_1_livestream-903x1024-1-648x735.jpg 648w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/xiaoxiaobaomama_1_livestream-903x1024-1.jpg 903w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b3d76ca elementor-widget elementor-widget-text-editor\" data-id=\"b3d76ca\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: right;\">Photo\/<a href=\"https:\/\/walkthechat.com\/a-mother-baby-wechat-live-streaming-case-study-3-22-m-rmb-of-sales-in-2-hours\/\">walkthechat.com<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9938678 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9938678\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-25cccd3\" data-id=\"25cccd3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6bc9bba elementor-widget elementor-widget-text-editor\" data-id=\"6bc9bba\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Culture du co-branding<\/h3><p>Les publicitaires qui r\u00e9ussissent en Chine misent souvent sur le co-branding pour \u00eatre encore plus efficaces : ils s\u2019associent avec d\u2019autres marques plus populaires qui ont d\u00e9j\u00e0 une r\u00e9putation et une histoire bien ancr\u00e9e. En effet, les consommateurs chinois sont friands des actualit\u00e9s portant sur les collaborations entre marques et ont tendance \u00e0 faire confiance \u00e0 une marque par effet d\u2019association.\u00a0<\/p><p><a href=\"http:\/\/chinafilminsider.com\/cbi-case-study-beauty-ip-collabs\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline; color: #3366ff;\">L\u2019\u00e9tude du cas Perfect Diary<\/span><\/a>\u00a0 en offre une parfaite illustration : cette marque de cosm\u00e9tique s\u2019\u00e9tait associ\u00e9e \u00e0 National Geographic Chine pour lancer des palettes de maquillage proposant des nuances inspir\u00e9es de la nature \u2013 le rouge du relief Danxia, le bleu du plateau tib\u00e9tain, etc. Cette collaboration a permis \u00e0 la soci\u00e9t\u00e9 d\u2019atteindre plus de 400 millions de vues et de vendre plus de 130 000 palettes au cours du Double Eleven Festival, f\u00eate du shopping d\u00e9di\u00e9e aux c\u00e9libataires. En septembre 2019, la soci\u00e9t\u00e9 pesait un milliard de dollars.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8e474d4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8e474d4\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d0815e8\" data-id=\"d0815e8\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3c585cc elementor-widget elementor-widget-image\" data-id=\"3c585cc\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"562\" src=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/Perfect-Diary-x-Chinese-National-Geographic-Ad-768x562.png\" class=\"attachment-medium_large size-medium_large wp-image-6826\" alt=\"Perfect Diary x Chinese National Geographic Ad\" srcset=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/Perfect-Diary-x-Chinese-National-Geographic-Ad-768x562.png 768w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/Perfect-Diary-x-Chinese-National-Geographic-Ad-300x219.png 300w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/Perfect-Diary-x-Chinese-National-Geographic-Ad-980x717.png 980w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2020\/09\/Perfect-Diary-x-Chinese-National-Geographic-Ad.png 1024w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8d76d8c elementor-widget elementor-widget-text-editor\" data-id=\"8d76d8c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: right;\">Photo\/<a href=\"http:\/\/chinafilminsider.com\/cbi-case-study-beauty-ip-collabs\/\">chinafilminsider.com<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4a80fd1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4a80fd1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-bf80e01\" data-id=\"bf80e01\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-35746f8 elementor-widget elementor-widget-text-editor\" data-id=\"35746f8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>L\u2019Extr\u00eame-Orient vous int\u00e9resse ?<\/h2><p>Les points que nous avons parcourus ici ne sont qu\u2019un \u00e9chantillon de ce que vous devez prendre en compte avant de vous lancer dans la publicit\u00e9 en ligne en Chine. Si les opportunit\u00e9s de marketing digital sont sans conteste nombreuses, il est n\u00e9cessaire de suivre une courbe d\u2019apprentissage sp\u00e9cifique pour comprendre le paysage en ligne, la culture et la r\u00e9glementation de ce pays.<\/p><p><a href=\"https:\/\/ewyabbkav.preview.infomaniak.website\/fr\/2020\/12\/15\/derriere-la-grande-muraille-electronique-la-publicite-en-ligne-en-chine-2-2\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline; color: #0000ff;\">Dans la deuxi\u00e8me partie de cet article<\/span><\/a>, nous \u00e9tudierons les principales exigences l\u00e9gales et certains obstacles concrets que les entreprises ou publicitaires \u00e9trangers devront n\u00e9gocier avant de percer sur le march\u00e9 chinois de la publicit\u00e9 en ligne.<\/p><p><em><span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/ewyabbkav.preview.infomaniak.website\/contact\/\">N\u2019h\u00e9sitez pas \u00e0 nous contacter<\/a><\/span> si vous souhaitez en savoir plus. Nous nous ferons un plaisir de vous aider.\u00a0<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6168a90a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6168a90a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-615355\" data-id=\"615355\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7f9d670f elementor-align-left elementor-widget elementor-widget-post-info\" data-id=\"7f9d670f\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-b6c794c elementor-inline-item\" itemprop=\"author\">\n\t\t\t\t\t\t<a href=\"https:\/\/www.comtogether.com\/fr\/author\/charlene\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-user-circle\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-author\">\n\t\t\t\t\t\t\t\t\t\tCharlene\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-7107e1e elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/www.comtogether.com\/fr\/2020\/09\/17\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-calendar\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>September 17, 2020<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5801229c elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"5801229c\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6649c2b3 elementor-widget elementor-widget-heading\" data-id=\"6649c2b3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Spread the word<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9e5ced5 elementor-share-buttons--view-icon elementor-share-buttons--shape-rounded elementor-share-buttons--skin-gradient elementor-grid-0 elementor-share-buttons--color-official elementor-widget elementor-widget-share-buttons\" data-id=\"9e5ced5\" data-element_type=\"widget\" data-widget_type=\"share-buttons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-grid\" role=\"list\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_facebook\" role=\"button\" tabindex=\"0\" aria-label=\"Share on facebook\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-facebook\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_twitter\" role=\"button\" tabindex=\"0\" aria-label=\"Share on twitter\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-twitter\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_linkedin\" role=\"button\" tabindex=\"0\" aria-label=\"Share on linkedin\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-linkedin\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-597b0075 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"597b0075\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-50f84d01\" data-id=\"50f84d01\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-53096c65 elementor-widget elementor-widget-spacer\" data-id=\"53096c65\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-29ece6d elementor-widget elementor-widget-heading\" data-id=\"29ece6d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">About the author<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-25959976 elementor-author-box--layout-image-left elementor-author-box--align-left elementor-author-box--avatar-yes elementor-author-box--biography-yes elementor-widget elementor-widget-author-box\" data-id=\"25959976\" data-element_type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<div  class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/d30a346be9c383094892f77e662f1f5f5412a7f16a5f55a734e43e70aa80a4aa?s=300&#038;d=mm&#038;r=g\" alt=\"Picture of Charlene\" loading=\"lazy\">\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-author-box__bio\">\n\t\t\t\t\t\tWith her wide experience running campaigns for leading APAC brands, Charlene champions the Asia channels from Baidu to WeChat out of our HK office. If she\u2019s not growth hacking she\u2019s out trekking, always aiming for the top!\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Derri\u00e8re la \u00ab Grande muraille \u00e9lectronique \u00bb : la publicit\u00e9 en ligne en Chine [1\/2] Premi\u00e8re Partie : Comment approcher vos clients Par CHARLENE LAU Les opportunit\u00e9s publicitaires en Chine La Chine est la puissance \u00e9conomique qui conna\u00eet la croissance&hellip;<\/p>\n","protected":false},"author":9,"featured_media":7415,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"footnotes":""},"categories":[80,79],"tags":[],"class_list":["post-6832","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-sociaux","category-moteurs-de-recherche"],"_links":{"self":[{"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/posts\/6832","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/comments?post=6832"}],"version-history":[{"count":5,"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/posts\/6832\/revisions"}],"predecessor-version":[{"id":7520,"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/posts\/6832\/revisions\/7520"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/media\/7415"}],"wp:attachment":[{"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/media?parent=6832"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/categories?post=6832"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/tags?post=6832"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}