The United States has the largest consumer economy in the world. According to ResearchFDI, American consumers account for approximately 30% of the global consumer market, despite comprising only 4% of the worldwide population. American consumer spending far outpaces that of other top global economies, making the United States a highly sought-after market for international brands. Breaking into the US market isn’t easy, however. The booming consumer culture breeds intense business competition, while the vast geographical size and cultural diversity create logistical and brand-voice challenges. Asia-Pacific companies seeking to break into the United States must build awareness and trust in a consumer market already highly saturated with local brands. When it comes to breaking into the US market as an APAC brand, NeoReach can provide valuable assistance. We’ve assembled the top strategies and tips for building a successful APAC United States market strategy below. Let’s break it down.
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What to Know about the US Market as an APAC Brand
APAC brands seeking to enter the United States market must familiarize themselves with the distinct characteristics of US consumers. With over 340 million people spread across 50 states and territories, the United States is a massive market, both in terms of geographic size and population diversity. Yet, there are some overall trends and characteristics of the United States consumer culture that APAC brands should consider when entering the US market. These include:
High Consumer Spending
US Bank reports that almost two-thirds of the US economy is driven by consumer expenditure. Furthermore, the United States ranks among the top ten countries in the world for average household income, boasting higher-than-average levels of disposable income. Though there are some lingering concerns about rising costs and inflation, the United States continues to foster a strong and active consumer market. Compared to other markets around the world, consumers in the United States are looking to spend.
Social Diversity
The United States is a melting pot of ethnicities and cultures from around the world. Global population projections suggest the American population will only become more diverse in the future, with Black, Hispanic, and Asian American populations making up the most significant non-White segments of the US population. While social diversity enables international brands to cater to various needs, interests, and buying habits across the US market, they should also consider American social, cultural, and ethnic diversity, ensuring they do not alienate any particular group.
E-commerce
E-commerce remains a highly prevalent and continually growing sector of the US market. Between 2019 and 2024, e-commerce sales in the United States doubled, and projections suggest that e-commerce will continue to grow over the next few years. APAC brands should prioritize digital channels, such as social media marketing and influencer campaigns, to capitalize on the online shopping habits of US consumers.
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How to Build a Strong APAC United States Presence
Competition is abundant in the United States, but so is opportunity. How can APAC brands break into the highly competitive but lucrative US consumer market? Here are the top strategies to consider.
Identify a target US Audience
The United States is a big, diverse country. Appealing to every American consumer at once is unlikely, meaning APAC brands expanding to the US market need to narrow their efforts.
Some demographics to consider when identifying your target audience in the United States include:
- Geographic location
- Age and gender
- Occupation
- Purchasing habits
- Political affiliation
Your target APAC United States market will determine the marketing strategies you should implement while trying to break into the United States. Research your competitors, both US-based and international, and invest in analytics to ensure you are targeting the right US audience for your product or services. Don’t assume that your local target audience will translate perfectly to the United States.
In a highly competitive international market like the United States, APAC brands can’t afford to waste time, money, or resources pursuing the wrong target audience. The first step to a strong APAC United States marketing strategy is identifying the right target audience.
Localize Brand Message and appeal to American Values
APAC brands often have already done a lot of work to develop a brand voice and establish trust with their local consumers. The same messages and visual styles that work at home, however, may not be as effective in the United States. Language and visual translations should be smooth and colloquial. If possible, steer away from straight online translation services and have your marketing materials reviewed by native speakers from your target audience.
Language isn’t the only thing that may need to adapt in an APAC United States marketing campaign. APAC brands can also benefit from adjusting their marketing materials to align with US consumer values. Traditionally, Americans have valued individualism, personal freedom, and innovation; however, research indicates that the American consumer base has become increasingly motivated by values-driven and socially conscious shopping. Brands that emphasize sustainability practices or address social issues may resonate strongly with younger generations of consumers. In contrast, other brands that appeal to American individuality and identity may appeal to consumers across all age groups.
Cultivate a Strong Online Presence
E-commerce remains strong for many portions of the American consumer market. Many different industries, from home goods to beauty and fashion, as well as health and fitness, excel through e-commerce. A strong APAC United States breakout strategy should include a robust, adaptable online presence to capture key segments of the US market. Brands should take care, however, to heed American cultural sensitivities and values, even when participating in online spaces. Take care to localize online marketing efforts and focus social media efforts on your target audience.
Partner with a US-Based Social Media Marketing Agency
The most effective way for APAC brands to succeed in the US market is to partner with a US-based marketing agency. The top influencer and social media marketing agencies can provide local insights, key analytics, and strategic brand partnerships. With the right marketing agency partner, APAC United States market expansion will deliver more immediate, measurable results. Agency campaigns can include working with influencers who maintain audiences with characteristics similar to your target audience, leveraging the established trust and exposure that influencers already have in your target market. When it comes to finding effective marketing partners for APAC United States marketing campaigns, influencer marketing agencies are the best way to identify the right influencer and develop a social media strategy tailored to your brand.
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Final Thoughts
When it comes to building a United States brand presence in the APAC region, no single solution fits all. APAC brands seeking to break into the US market must make localization efforts that balance the unique values of their target audiences without alienating the diverse social and cultural forces that comprise the American consumer base. In such a competitive environment, it can be a fine line to walk, but the right social media or influencer marketing agency can help navigate it.
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This article was written by Anna Lawrence
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