SHOULD YOU CONSIDER DOUYIN ?

Should you consider Douyin in your China sales and marketing roadmap? Maybe you are thinking that Douyin is just the TikTok of China, but it is much more than this!

WHAT IS DOUYIN ?

Owned by Bytedance, Douyin 抖音 is the Chinese version of  TikTok,

Douyin is only accessible in Mainland China. Users from both platforms are kept completely separate and are not able to interact with each other.

Douyin is the country’s top destination for mobile videos with 600 million daily active users.

While Douyin is the undisputed leader in the short-video field, the platform is also featuring longer and distinctive video formats that engage users on a whole new level, include long videos, livestreams, Pinpoint locations to achieve O2O conversion, e-commerce seamless integration to assist purchase

Not only short videos formats

WHAT IS THE DIFFERENCE BETWEEN DOUYIN AND TIKTOK ?

They have different audience: the main users of TikTok are Gen Z but the audience for Douyin is 16-45 years old. Therefore Douyin has a larger audience and more mature.

Douyin has more advanced features and updates compared to TikTok, and has more educational and knowledge-based videos as compared to fun, silly orientated videos on TikTok.

Douyin is widely used for B2C or B2B marketing, even for industry products.

The main difference between the 2 apps is about e-commerce capabilities which are much more advanced on Douyin.

Douyin vs TikTok

SHOULD YOU CONSIDER DOUYIN FOR E-COMMERCE? WHAT ARE THE CAPABILTIES?

Douyin has a native e-commerce system.

You can purchase directly in Douyin. The store could be linked to other applications in the Bytedance ecosystem, such as Toutiao, Huoshan Video, and Xigua Video. The most popular e-commerce categories on Douyin are women’s clothing, men’s clothing, cosmetics, and food products

  • You can directly access shoppable products from different areas. It can be from your profile, from live-streaming, via individual posts, from the search bar…For exemple, brands can add a product tag in their video posts. Once you click on a product tag, you are directed to the individual shoppable product page when you can do your purchase. Also the product page recommends other similar related products that you could like.
  • It has a nearby button where you can switch your location on the app
  • Sponsored hastags which are unique to brands. They are used to drive user generated content.
  • Douyin creates a seamless digital shopping experience through cooperation with traditional e-commerce platforms. It makes easier for brands to sell their goods but also makes shorter the purchasing journey for consumers.
You can access products from different areas
  • Douyin offers countless possibilities for advertisers to raise brand awareness and boost conversions. From in-feed native ads to engaging hashtag challenges, there are countless ways for advertisers to reach their target audiences.

DOUYIN OFFERS LOTS OF POSSIBILITIES FOR MARKETING

To establish the best marketing strategy on Douyin, you need to adapt the videos formats to push the curiosity and interest of consumers.

To succeed in China, you need be very creative.

 In order to get noticed, find the ideal frequency to broadcast your content.

To engage your community, engage with users. Like the hashtag system on Weibo, on Douyin influencers can use a “challenge” to be more visible to targeted users. They are used by users because they increase the popularity of your account. Create a partnership with some influencers.

Douyin offers countless possibilities for advertisers to raise brand awareness and boost conversions. From in-feed native ads to engaging hashtag challenges, there are countless ways for advertisers to reach their target audiences Using influencer marketing on Douyin is an effective way to build awareness of your brand. This social media marketing strategy allows you to quickly increase your visibility and expand quickly your community. Also, you can more easily track your audience engagement rate.

SHOULD YOU CONSIDER DOUYIN IN YOUR CHINA ROADMAP?

Brands cannot ignore Douyin in their marketing and sales strategy in China

Douyin is a marketing tool that companies must take into account in their China roadmap.

Douyin is today at the confluence between entertainment, influence, and e-Commerce.

It is better to open a certified account and to use hashtags, create challenges and make partnerships with KOLs and KOCs.

In addition, many advertisements are available to companies that can unleash their creativity through open-screen ads, feed ads, or even stickers. The most important thing is to stand out and to know your target well and to be as creative as possible.

Emotion Digital has a strong understanding of the Chinese market― we want to help you unleash your business’s potential to one of the largest populations in the world. Schedule your free consultation today

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ANTI-AGING MARKET NEW TRENDS

China’s beauty and anti-aging market is ever growing and does not not show signs of slowing down, even we can see new trends in the anti-aging market.

In the western world, the majority of users of anti-aging products are rather middle-aged or seniors.

However in China, the biggest consumers are Gen Z and Millenials! They are looking for products to prevent the premature skin aging troubles due to the environment, smoking or other unhealthy habits. Asian skin is probably more sensitive to pollution, weather…

After Covid-19, health and safety are now key concerns of more Chinese citizens. This helps put more focus on products with natural and healthy concepts, or preventing the aging problems.

In China, the anti-aging market involves more options than just face cream. It includes preventatives and corrective procedures and surgeries, food supplements that promise to present youth within, as well as complex daily skin routines that involves various creams and serums.

skincare daily routines

BUT WHAT ARE THE ANTI-AGING MARKET NEW TRENDS IN CHINA?

Some major anti-aging market new trends are visible in China, and have been reinforced after Covid-19.

Premium products are rising in the anti-aging market

The popularity of premium anti-aging products keeps rising, especially among Millenials. Anti-aging products are relying on advanced technologies which helps western brands to take the leading role. Millenials are willing to pay for effective products to prevent the aging problems.

Aesthetic is part of anti-aging products new trends

Based on a report by Deloitte and Meituan, the Chinese aesthetic medicine market is estimated to reach RMB 311.5 billion in 2023. Among all the users, 20-35 age group accounts for 3/4 and the 20-25 age group’s share is steadily increasing.

Compared with working out, using skincare products, taking supplements, aesthetic medicine could be the most efficient means but also the most expensive ones.

Social media and the influencers culture are driving this trend. Many are willing to copy celebrities faces.

Aesthetic medicine can be through surgical procedures but also through, on surgical procedures .

aesthetics

Professional at-home beauty devices are becoming the new normal

It is obvious that the pandemic has accelerated the commercialization of professional at-home beauty devices. Moreover, more and more consumers tend to purchase premium professional beauty devices that are over RMB 3000. Among all the key functions of anti-aging beauty devices, Radiofrequency, Thermolift, Infusion, Microcurrent and Untrasonic rank top 5.

According to Mintel’s “China Beauty and Personal Care Report”, approx. 60% of female urban consumers within the ages of 20-49 in China are using at least one beauty device at home. These devices mostly include RF (radio frequency) devices, which had a 121% growth rate in 2020. Other popular products are microwave-based products and warm-up products.

Niche single-ingredient products are winning Gen-Z consumers

Gen Zs were born with better living conditions and are the most-educated generation yet. For them, there is no waiting to anti-aging – the sooner they start, the better off they will be. On the other hand, Gen Zs are also digital natives who know how to search for information and share their opinions via social media. They realize that anti-aging is not a myth – there are feasible means and reliable ingredients to treat aging.

After the pandemic, Weibo and XiaoHongShu users attached more importance to environmental protection and health related issues. They are more willing to do research on products and ingredients. Also, they are more likely to choose eco-friendly products with natural ingredients.

To prove this point, over 50% of Gen-Z consumers admit that they often favor plant-based skincare products

Cutting-edge aesthetic treatments boost demand for anti-aging products

More and more consumers take aesthetic treatments in order to counter aging and rejuvenate. There is no doubt that they will keep anti-aging products.

In regard to post-treatment skin-care, be it a serious treatment in a clinic or using at-home beauty devices, it is always about healing, anti-inflammatory, repair, protecting the skin from sun damage, and boosting nutrients. It is all about refreshing the skin by repairing the damaged cells, stimulating metabolism of the cells, and preventing further damage.

Thus, most aesthetic treatment users are starting to apply anti-aging skincare products.

anti-aging skincare

WHAT ARE THE FIRST STEPS I SHOULD TAKE IF I WANT TO SELL IN CHINA?

Western brands are still leading the anti-aging market in China.

New brands can succeed in the Chinese market if they are able to demonstrate some differentiation. Anti-aging market new trends are there to stay some years.

The first step is to assess the awareness and potential of your brand in China.

You need check the pulse of the market and search if any mentions of your brand on social media.how it reacts to your brand by checking your brand’s mentions on social media and e-commerce platforms. This also gives brands the opportunity to check the value they can add to the Chinese market. Nowhere more so than in China is it important to focus on a brand’s unique selling points.

Keep in mind that Chinese consumers care very much about product effectiveness, and they like products with concrete ingredients that target specific skin problems.

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Once this is established, it is crucial for a brand to work on its identity and online exposure through multiple channels and touchpoints. Branding is key in China. You need to develop your on-line reputation through contents, influencers, collaborations. The most important platforms to achieve this are WeChat, Weibo, XiaoHongShu and Douyin.

Chinese social media

You need be able to create a community on social networks and engage your followers.

If you have a limited budget for marketing, having contents seeding on XiaHongShu might be the right approach. It is a good channel to start talking to consumers who are looking for new products. You will be able to get reviews, especially if you collaborate with a KOL , and start getting trust from the audience.

HOW TO START SELLING ANTI-AGING PRODUCTS?

To be able to sell in the China market, you need to go through the registration process, unfortunately  the pre-market registration process is lengthy and complex.

However, selling products through cross-border e-commerce facilitates market entry since it bypasses regulatory and bureaucratic requirements (e.g., obtaining import licenses, registering and filing the products.

By selling online, foreign brands can focus solely on building brand awareness across various digital channels, while saving considerable time and financial resources.

It is possible to use the same platforms that the ones used for marketing such as WeChat, XiaHonhShu or Douyin by setting up an e-shop and start testing the market. It is most cost effective way to enter China market if you are not a big international brand.

WeChat eco-system for social selling

NEED HELP?

Emotion Digital has a strong understanding of the Chinese market― we want to help you unleash your business’s potential to one of the largest populations in the world. Schedule your free consultation today.

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The shocking Growth of the Pet Industry in China

Market research indicates that the pet industry could reach $66.8 billion in China by 2023.

Other research from datamintelligence.com expects the pet industry to grow at a CAGR of 6-7% between 2020-2027.

The Chinese pet health market is growing, and this growth brings new opportunities for Western brands.

But what’s driving China’s pet market growth?

THE SHOCKING GROWTH OF PET INDUSTRY IN CHINA- WHAT’S DRIVING IT?

Multiple factors are contributing to the pet industry growth in China, one of which is the decision to delay marriage or to stay single. IN fact, some 43% of Chinese pet owners are single. While pet ownership is still rather low in China in comparison to Western countries, only 4-5 Chinese families own a pet. It is on the rise. But the ratio of investments in pets is slowly catchingup with the US, and there is exceptional room for growth.

So, What is the demographic of those driving this trend? Chinese millenials.

Pet owners in China are mostly women graduates born after 1985. They usually live in Tier-1 and Tier-2 cities and decide to have a domestic animal in order to enrich their emotional life. Even though households with pets are usually made up by Millennial parents with children under 12, single and elderly people looking for four-legged companions are increasing.

CHINESE MILLENNIALS ARE REVOLUTIONIZING PET COMPANIONSHIP

Specifically, millennials under the age of 30 made up some 45.2% of all pet owners in China in 2019. Conversely, millennials in the 30 to 40 year range made up less than 30% of pet owners.

Not surprisingly, this same demographic has increased the demand for a digital method to buy pet products. They also have a greater desire to care for their furry companions. They loo at animal welfare as a top priority and are more than willing to spend money on their pets to keep happy and healthy, even if those pets are unusual.

Consumers are more concerned on the  wellbeing of their pets and are willing to  invest on vaccines,  health supplements, medical check-ups…They will actively look into ways to improve the  wellbeing of their pets.

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For western pet brands, the most pressing question is, how do pet lovers in China buy their products and how can we capitalize on this growth?

HOW E-COMMERCE INFLUENCES THE MARKET AND PARTICIPATE TO THE SHOCKING GROWTH OF PET INDUSTRY IN CHINA

E-commerce is the number one force in the pet health market in China. It has remained the leading distribution channel for pet products in China, with over 90% of pet owners purchasing at least one pet product on-line. The convenience of buying products on-line mobilizes pet owners to browse and buy with a few simple clicks.

Another reason that pet owners buy their products via e-commerce is an abundance of premium luxury pet imports that are not yet widely available in China. This presents a rich opportunity for international luxury pet brands in China’s market.

While existing international pet health brands are currently dominating the landscape, there is still plenty of space for new foreign brands to enter the market and establish their trustworthiness.

Yet, jumping into the Chinese pet health and product industry remains risky, especially for up-in-coming brands inexperienced with the dynamics of this industry. That’s why Emotion Digital exists.

PET MARKETING SOLUTIONS FOR WESTERN BRANDS

Brands that want to enter the China market should be aware that Chinese consumers don’t buy products they don’t know. Branding in China is essential to reach consumers and sell your products. Chinese people rely on people who have already tried that product, friends, reviews on social networks, and especially the reviews of influencers. An effective digital marketing campaign is essential to allow your brand to enter the Chinese market. Generally speaking, WeChat, Weibo and Douyin are the essential apps for pet owners. E-commerce platforms also play a key role in assisting conversions and further moves users down the funnel.

Therefore, you should localize your content and promote your products on Chinese social media like Wechat and Weibo, XiaoHongShu, Douyin and Zhihu.

Word of mouth is at the heart of developing a brand awareness in China. Also, the majority of social media in China are social eCommerce, it means that they use UGC and their communities to sell. A brand can promote and sell products directly in the same social app, using one of these platforms can be an alternative to traditionnal e-commerce platforms and it is more cost effective at the beginning., asing

Using WeChat, you will develop the brand awareness, nurture your leads, and create a community.

To be present on Zhihu will allow you to educate your target audience about your products. It is an powerfull tool to increase your conversion rate and to increase brand awareness.

Virbac WeChat account

Emotion Digital fully understands the potential and challenges of the pet product industry in China. Our goal is to help new and existing brands to establish themselves in China’s booming economy.

Access one of the largest population in the world, and be successful, when you partner with our agency.

NEED HELP?

Emotion Digital has a strong understanding of the Chinese market― we want to help you unleash your business’s potential to one of the largest populations in the world. Schedule your free consultation today.

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Opportunities for Western Companies in the Chinese Fitness Industry

The health awreness is continuing to grow in China and consumers want to pursue a healthy lifestyle.

As the global economy suffers under the weight of the pandemic, the Chinese fitness industry continues to gain traction. Although the rise of fitness influencers has created exponential growth in the fitness market, COVID has pushed the vast majority to pursue health and fitness online. This combination puts Western companies in a prime position to digitally sell and market to Chinese fitness enthusiasts.

Pandemic has also impacted postively the health food market and supplement brands.

TRENDS FOR CHINESE FITNESS INDUSTRY

The Chinese government has strong influence in local economies, which can artificially sustain growth briefly, so it can be difficult to tell what is popular with the Chinese consumer base. However, the fitness industry is different because– while other markets simply maintain– the Chinese fitness industry grew 160% between 2015 and 2020 and continues to grow even during the pandemic.

The COVID-19 pandemic has not killed the fitness boom in China, instead redirected consumers to the digital fitness market. This new trend is great news for Western digital suppliers because it makes it extremely easy to sell products in China without worrying about the global supply chain log jam. In addition, platforms like Douyin are great tools to help Western companies connect with the Chinese consumer base.

The two increasingly popular activities of yoga and boxing represent a larger premiumization trend in China’s fitness consumption. For instance, Tier-1 cities are fostering a growing yoga culture bolstered by fitness digitalization.

WESTERN FITNESS DIGITAL PROVIDERS

You may be wondering how Western companies can compete in the Chinese digital fitness market. Every fitness movement typically has three consumption categories: workouts, food and supplements, and activewear. So all you need to do is discover how your company can deliver in one or more of these categories.

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DIGITAL WORKOUTS

Brick and mortar gyms are struggling in China, not only due to pandemic social distancing requirements but because Chinese gyms typically offer long-term memberships that consumers don’t want. If you are a fitness guru, now would be a great time to develop an app or website to sell video subscriptions of workouts. Popular workout niches include yoga, martial arts, and a growing interest in classically American sports like football and basketball.

HEALTH FOODS

As the final part of the triple threat of the health industry, the sale of healthy food and supplements always spike with workout subscriptions. You can participate in this trend in several ways, including digital products and actual foods and supplements.

Gen Z and millenials are the key customers for many brands in this market as brands build a youth image. Baidu Index shows Gen Z and millenials have the most interest in vitamins and health supplements.

For example, every business has expertise in their industry that can be taught in a class or seminar. Digital courses offer a high profit margin since the expense is up-front in recording and editing, but there are very few expenses and unlimited purchase ability once created. If you are a nutrition expert, you can create classes on how to meal plan, cook healthy food, calculate macros, or review fad diets. All of these options don’t require any physical shipment.

SELL ATHLEISURE

The influencer movement has taken hold of athleisure, and China is pushing that wave. Athleisure is high-end athletic wear, with designer touch to make it suitable for meetings or other activities while promoting comfort and mobility. Again, Chinese influencers are pushing this clothing line, so now is a great time to sell or design these clothes.

While selling digital athleisure products may be slightly more challenging, digitally marketing your line can be incredibly easy when using platforms like Douyin.

The North Face on JD.com

USE DOUYIN TO CONNECT WITH CONSUMER BASE

Douyin is owned by Bytedance, the same company that owns Tiktok. While the two have been confused as identical products, Douyin is more advanced than its counterpart. Much of its competitive edge comes from its superior e-commerce ability. It offers the same primary platform of short videos, and influencers have a similar presence where they can have great success in displaying their products and services while building a friendship with their client base. The difference is that Douyin makes in-app purchases much easier and allows a better search function to find the desired products.

Also do not forget that there is a strong trend for using short videos to impact audience in China, and Douyin is right platform for this.

NEED HELP?

Emotion Digital has a strong understanding of the Chinese market― we want to help you unleash your business’s potential to one of the largest populations in the world. Schedule your free consultation today.

CONTACT US

Direct to consumers sales with WeChat

Why develop Direct to Consumer sales on WeChat?

Brands should also not overlook the development of brand-owned direct-to-consumer sales in China, even if active on big e-commerce platforms such as Tmall or JD.com.  

As you know in China, WeChat is your Website, therefore DTC e-commerce should be implemented on WeChat. Chinese consumers are not using website for e-commerce.

WeChat is the leading platform in China with more than 1,2 billion monthly active users.

The main features are:

  • Official accounts which push feeds to subscribers, interact with subscribers and provide them with contents
  • Mini-programs are really apps within an app. It is possible to do business through a mini-program while users can enjoy other functions
  • Channels, the new feature of WeChat launched this year, where people can enjoy short videos shared by their network and other business owners

“A WeChat DTC business offers brands multiple touchpoints to engage with consumers proactively and repeatedly, maximising the lifetime value of a single brand,” says George Xie, Planning Head of CPG Industry at Tencent Marketing Solution.

 WeChat has touchpoints spanning the entire consumer journey from awareness to loyalty, then brands have a greater opportunity to engage with and reactivate client profiles once they are part of the brand’s WeChat database.

DTC or traditional e-commerce platforms have both advantages and disadvantages, depending on business profile, brand milestones, range of audience….

Brands should not rely only on DTC or only on traditional e-commerce platforms, but develop a mix of both.

However at the time of China market entry, we advise to start with DTC only if you address the consumer market. It is cost effective way to test the market and start the sales.

With the development of cross-border e-commerce, WeChat shops are also a good solution to connect Chinese consumers with foreign brands.

Activating WeChat Stores

There are 2 ways to activate WeChat store, as explained below:

It is important for brands to create scarcity through campaigns and marketing initiatives to generate sense of urgency for consumers to shop on WeChat. They must give a reason to visit and shop directly on WeChat.

Brands also need to ensure that the quality of content on their WeChat Stores is proper to excite consumers. Besides making sure that the store is constantly updated with the latest campaign products, brands should leverage visually trending  formats such as videos or animations on this channel as well.

It is also possible to launch new or exclusive products only on WeChat store to differentiate from other marketplaces. This is usually the strategy of some luxurious fashion brands.

Brands are also starting to explore other entertaining methods of shopping within the WeChat ecosystem, such organising raffles to give consumers a chance to purchase limited edition products.

Driving Traffic to WeChat Stores

One of the most effective ways a brand can drive traffic to its WeChat Store is through content published on its Official Account. A brand can push content directly to its followers’ WeChat inboxes up to four times a month, and these content pushes should be fully leveraged with relevant product links and calls-to-actions embedded within articles to drive consumers to the WeChat Store

Brands can also drive traffic to their WeChat Stores by designing specific user journeys.

And it is also possible to use advertising or other social media platforms to generate traffic.

For more information about the Chinese market, do not hesitate to contact us.

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How short videos became the new format for selling ?

Short videos are the new format for selling

Nowadays, according to a fast pace of life, people need brief and short information. Instead of a long and detailed written format, people prefer to watch a short and animated format. 

Did you know that Chinese users spent more than 25% of their phone time on short video mobile apps ? Consequently, 38.28% of leisure time was spent on mobile entertainment according to the China Good Life Survey.

In China, Douyin 抖音 (Chinese version of Tik Tok only usable in mainland China) is the leader of short videos mobile applications, followed by Kuaishou 快手.

Apart from Douyin and Kuaishou, short videos are on the rise on Wechat Channels as well. The super mobile application developed all formats of videos : short, long, live streaming sessions… 

Music, dance, lifestyle, humor, short story or advice videos are plenty for users to spend time on short videos apps. But how do brands manage to take short videos for selling ? 

Short videos are fun, creative and time-spending

Mobile applications such as Douyin and Kuaishou are based on browsing short videos endlessly. Users don’t expect to see advertising but creative content made by other users.

Some of the good ingredients to create a good video that will make people watch it to the end : Visual + Trendy music + Plot twist + People’s face.  

Brands have understood the importance of short videos and are now engaging with creators who have a large audience on Douyin to promote their products. 

Test and try products by Li Jiaqi : Mac Cosmetics

Video from Douyin @李佳琦 Austin Li

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Short videos are recommended according to users’ interests

Douyin’s algorithm is made for entertaining users, consequently all of the content will be shown if the user has shown preferences to some of the categories of videos.

Douyin’s algorithm will highlight these user’s call-to-actions :

⚫ Active (likes, comments, shares, sending tips during live streaming…)

⚫ Watch-time (from the beginning to the end of the video, replay, swipe…)

⚫ Search methods (recommendation page, hashtags, music search tab…)

If a user has shown interest in a video showing shopping places, then Douyin’s algorithm would also suggest lookbook videos that could inspire the user to buy some new clothes or accessories.

Lookbook video on Douyin

Video from @曲岑兮 yitingyou

Brands are pushing ideas for collaboration with creators on Douyin : unboxing, test and try products, showing off clothes or luxury bags collection…

Watching several videos in a row with the same brand’s products will create the viewer’s desire and attract curiosity. On Douyin’s videos, users can directly shop products by clicking on the shop logo, which is usually just above the username. After arriving on the creator’s store, users could buy clothes, cosmetics products, DIY objects and other categories of products.

Short videos are great format for Millenials and + 30 years old people

Compared to mobile gaming and digital reading, short video have higher mobile user penetrations of 75.2% and the majority of China’s short-video users (which is over 70%) is between 18 and 35 years old and the majority are located in third-tier and fourth-tier cities than the top tier cities, according to China Internet Watch. 

Users of Douyin have a longer duration of the engagement. Around 30 million users opened Douyin early in the morning and browsed it late at night. 

Yet, the behavior of the users’ purchasing power is different. Chinese Z Generation people are more likely to buy instantly and are more quickly convinced of a trendy product, while those over 30 years old have a more thoughtful consumption and will take the time to learn more about the product’s details. 

But in both cases, it is profitable for the brand which is gaining notoriety. The more visible it is, the more users have the potential to turn into consumers or advise people around them about the products and brands they have seen, consequently creating word of mouth effect.

       Unboxing : Converse

Video from Douyin : @帕尔哈迪迪

For more information about the Chinese market, do not hesitate to contact us

Social commerce is now possible on Zhihu

Zhihu

有问题，上知乎 ! (For any questions, ask Zhihu) is the slogan of Zhihu, a Chinese platform where you can get answers for all kinds of topics.

With 220 million registered users, Zhihu is a real tool of trust since it creates interactions of questions and answers between a group of people around a subject. 

To begin with, why is Zhihu essential to brands ?

Online reputation management in China impacts so much on a brand’s image and visibility. Chinese search engine results and social media platforms are effective tools used for increasing online reputation. The best way to make a brand visible on the Chinese market is to implement a global marketing strategy on the main social media including Wechat, Xiaohongshu, Weibo, Douyin and Zhihu. Thus, by developing your strategy and raising brand awareness on Zhihu, you increase your brand’s visibility and build effective long-term promotion.

Besides, using Zhihu is also a tool to improve a brand’s Search Engine Optimization thanks to a high domain authority on Baidu, consequently one Zhihu page will be displayed on a Baidu search engine result page, no matter what the date of publication is. 

But except from being a community-based platform, Zhihu is now seen as a lever for doing business.

Here are some new functions added on Zhihu :

Brands and Product Recommendation Program :

Brands (Chinese or foreign brands) can post articles or answer questions related to their products by linking to a product on their websites or e-commerce platforms such as Taobao, Pinduoduo or Sunning. It is the best way to drive traffic and to help effectively potential customers.

For example, on the pictures below, a user asked for a liquid foundation. After describing her bad experiences with luxury brands like Armani, Lancôme or Estée Lauder, she is looking for any recommendation for other liquid foundations adapted to dried skin.

Among the answers she received, several products like Make Up For Ever’s foundation were recommended with the product’s details and application advice. If the user clicks on the button “去购买” (purchase) on the right, he is redirecting to the product page. 

  • Zhihu
  • Zhihu
  • Zhihu

Recommendation on cosmetics products with product’s links

Creators can also link their products to the shop (商品橱窗) on their Zhihu account main page. Besides, livestreaming sessions now include a shopping icon that leads the users directly to the product page on e-commerce platforms or leads to the creator’s store on Zhihu. Briefly, everything is done to facilitate the customer journey within Zhihu.

Zhihu

Creator’s jewelry store clickable on the creator’s main page

Raising trust through experts’ insights :

Zhihu uses knowledge, information, and personal experience that could influence the decision-making process of any potential consumer before purchasing. But the other main point of Zhihu now is the presence of experts including writers, scientists and businessmen that show legitimacy to the users.

Entertainment and inspiration on Zhihu :

If some users are looking for answers to specific questions, others just want to have fun on Zhihu. Films, videos, documentaries, and even TV series can be streaming and creators can receive a commission based on video views as well. 

The following picture shows a video introducing the interior design style from North European countries. By displaying a series of pictures, it gives inspiration on house decoration for fans of design.

Video introducing the interior design style from North European countries

VIP access

Zhihu is a free platform but users can take advantage of special contents or flash sales if they belong to the VIP club.

According to the topics you are interested in, a selection of articles or most popular contents is recommended on the membership tab. 

Other articles accessible only on VIP access

For more information, do not hesitate to contact us at project@emotionchina.cn

We can propose you customized digital marketing services according to your needs.

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Sell to China with cross-border WeChat e-shop

Sell to China with cross-border WeChat e-shop is a smart investment for new brands looking to enter China market.

Cross-Border refers to an online trade between a business and a consumer located in a different country through marketplace platforms and e-commerce sites.

The Covid-19 has put the cross-border at the forefront with international travel shutdown.

Cross-border commerce has become a quite effective way for international companies to develop into China market without setting up a company in China.

It is quite attractive for SME, or for new brands to test the market before investing further.

Cross-border commerce is a relay of growth for brands outside of China to start entering the Chinese market while minimizing the risk.

China is a digital mobile country where you can do everything on mobile, especially on WeChat. You can sell to China with cross-border WeChat e-shop.

Social Selling with WeChat in China is growing fast. Social commerce is growing at 40% rate versus 20% for traditional e-commerce. It represents already USD360 billions in China versus USD 36 billions in US.

CBEC (Cross-border e-commerce) represents more than $100 billions in 2020, including social commerce.

All these numbers show that it is the smart choice for international companies to enter China with CBEC if not yet in China, and that social commerce can be the first step. This is even more true for SME.

How to enter and sell to China market for new brands?

Branding is first in China. Without brand e-reputation and awareness, you cannot succeed.

First step to enter China is to develop your brand awareness on Chinese social media, WeChat and Weibo in particular.

It will take 2 years about to establish your brand in China.

You need first to open a WeChat official account: Check here How to open a WeChat official account?

With WeChat, you will nurture your leads and develop a community. WeChat has lots of tools which can help you to grow your community and brand awareness, as it is really at the heart of the customer journey.

Then you can start to sell your products with WeChat with an e-shop.

Sell to China with cross-border WeChat e-shop, is really the most cost effective way to test or enter the market for SME or small brands.

WeChat stores give the brands the opportunity of entering the market step by step. The cross-border store is leveraging WeChat power to build a direct relationship with your customers.

Later-on when you are ready committing substantial investment, you can open store on Tmall global or JD.com worldwide, or any other platforms. In parallel, you must keep your social selling on WeChat as social selling will continue to grow in China in coming years.

When you will open stores on main traditional e-commerce platforms, you should consider a cross-platform strategy to be put in place.

Regarding comparison between main Ecommerce platforms and WeChat shop, herein for reference:

Our recommandation:

  • WeChat social commerce is a good China market entry point for western brands to enter China thanks to its integrated ecosystem
  • Tmall or JD.com are promotion heavy platforms with dominating traffic resource, more suitable for well known brands. You need ready to invest for long term

The WeChat store

The shop itself is built within WeChat, and linked with your official account.

The consumer will use a smartphone to browse products in your WeChat store. It is only one click away from making a purchase.

Then She/he will use WeChat pay to pay in one click.

Without leaving WeChat, consumers can finish a closed-loop purchasing process from learning about your products to finishing the payment.

When set up a WeChat store, it also requires to integrate the payment method with WeChat pay, to connect the shop with a warehouse, to register in China customs, and tie into a foreign payment gateway in the backend.

Of course, the WeChat store must be built in Chinese.

Strategy of CBEC shipping

In China, it is better to have short time delivery. It is then better to organize the supply Chain using the bonded importing model.

Many e-commerce pilot zones/free trade zones have been set up. You can then store your goods in a bonded warehouse in China mainland. The bonded warehouse model is more suitable for higher sales volumes and long-term solution.

On the payment is completed in WeChat, the logistic operator at the free trade zone connected to the WeChat store clears customs and dispatch the product.

Most of the FTZ logistics operators manage the WeChat stores stocks, inventories and distribution.

It is also possible to use the personal parcel or Business commercial shipping at the very start of entering China, but it gives longer delivery time. It is called the direct shipping model, products are shipped one by one.

Opening a Cross-border shop in WeChat

It is a project by itself.

It requires to follow a process and planning to be managed. It takes between one and 2 months to accomplish all steps.

We recommend brands to use a digital marketing expert with CBEC expertise to open a cross-border shop in WeChat together with the opening of the official account.

Emotion Digital can support your strategy to enter into China, help you to set up your WeChat marketing solutions and CBEC WeChat store.

Sell to China with cross-border WeChat e-shop is the right approach to enter China for unknown or small brands in China.

Benefit from our integrated Chinese social media approach with expertise on WeChat marketing to increase your brand awareness, boost and nurture your leads and sales.

Contact us, if you want to know more about China cross-border e-commerce and China marketing.

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For more information, do not hesitate to contact us at project@emotionchina.cn

We can propose you customized digital marketing services according to your needs.

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Written by : Jean-Yves Laguillez