New York

Communicating with Chinese Investors? Three Tips for Top-Tier Content

India Hammond 5 June 2023

Are you producing financial content for investors in China? Whether you’re an asset manager, a securities firm or a listed company, it’s important that your communications are tailored to Chinese investors. Investing culture in China can be tricky to navigate. This is particularly true now, as China’s large retail investing population is more cautious after recent economic volatility. At Copylab China, we can help you reach investors, keep their attention and take their interest to the next level.

1. Know your audience

China is a vast and varied country. From region to region, consumer income and behaviour can differ significantly. For example, the rapidly developing coastal province of Fujian presents a very different opportunity to billionaire-filled Beijing.

The Chinese economy has also undergone a great deal of volatility in the last few years. As the country reopens from its Covid-19 legislation, there is hope that cautious, savings-heavy retail investors will start to invest again. There is also focus on China’s real estate market, as the crisis of 2022 depleted potential homebuyers’ confidence. Finally, in recent decades, huge changes have taken place among China’s middle class, with an increased knowledge of financial management and understanding of alternative investments (such as real estate and foreign investment markets like the US and Europe).

To produce successful communications, you must know your investor inside and out. At Copylab China, we employ local writers, editors and translators who understand the complexities of China’s markets.

2. Cut to the point

Chinese investors tend to be extremely pragmatic and respond best to efficient communication. Retail investors make up over 85% of the investors in China, so it’s particularly important to customise your communications to them and prioritise directness, effectiveness and clarity. Also, consider how investors digest information. With an emphasis on mobile-compatible and mobile-friendly content, producing text that is succinct and clear can be the difference between gaining or losing a potential client.

When translating English-language content to Chinese, you must ensure that any translation is accurate. Muddled, confusing prose can make readers disengage. Be sure to remove any non-local references, idiomatic expressions or anything that could be lost in translation. At Copylab, we offer translating services to ensure your text is easy to understand but retains its professionalism.

3. Prioritise trust and honesty

Culturally, Chinese investors value trust. Chinese markets have changed in recent years, with a greater focus on transparency. Any introduction made to your institution needs to be comprehensive and honest, as Chinese investors attach great importance to the security of the institution they invest with. Giving your financial communications the right tone is key. The internet has given birth to a new generation of savvy middle-class investors, who want you to communicate with them on an equal footing – so avoid jargon and over-complication.

Consider Copylab China

Copylab China’s clients include investment managers such as Wellington Investment, HSBC Private Banking and Capital Group. Our work for these clients has ranged from analysts’ reports (with a focus on environmental, social and governance concerns) to articles on Chinese equity and credit sector products, with a focus on investment strategy, to editing and proofreading.

We offer bespoke content dedicated to your Chinese audience. Our native Chinese investment writers help global financial service companies communicate effectively and accurately with China.

Get in touch with Xiangyao Bowler, our Operations Director for China, to discuss how we can assist you in producing high-quality Chinese content.