Tips for Improving SEO on Baidu

SEO Baidu

In the West, Google has virtually the monopoly on Internet search in most countries. But in China, Baidu (百度), HaoSou (好搜) and Sogou (搜狗) search engines are dominating.

Baidu is the most popular search engine in China. As of May 2021, it accounts for 72% of the Chinese search engine market share. 

If your website is registered under the .cn domain, then below are some tips to keep in mind for improving your website’s SEO :

Creating unique content 

Baidu will highlight unique content, so make sure not to duplicate other versions of your content elsewhere on the web, otherwise Baidu will shadow the duplicated contents.

Use simple URLs 

– Avoid special characters, numbers and dashes into the URLs

– Use popular keywords

– Use SEO friendly words for news pages related

Pay attention to quality and quantity 

Make sure that your publications have a minimum of 300 words on each page.

Think about mobile optimization

In China, 61% of the Internet traffic is made on the mobile phone, consequently all your website pages, articles and social media posts should be optimized for mobile, below are some requests for mobile version : 

– Report your website on Webmaster Tools 

– Highlight the visual quality of the web page 

– Produce qualitative content 

– Make responsive design for the accessibility of the website and pages 

– Ergonomics and optimal UX experience are important

– Good readability of the page is pleasant

– Fast loading time (between 1 and 3 seconds) is highly recommended

– No error pages displayed 

– Use the meta tag “location” by mentioning the province and the contact details of the company to allow the mobile website to be located 

More information for mobile content adaptation on this website.

Subscribe to our newsletter for more information about digital marketing in China

Take a look at research trends 

By using Baidu Index, you can determine what are the research trends in China. You can refine your search by provinces, cities, age groups, gender, socio-professional category…

Get the official website icon “官方” which shows validation by Baidu 

Validation icon of Louis Vuitton on Baidu

Validation icon of Louis Vuitton on Baidu

Showing this “官方” icon off will increase your click rate and your trust rank for a better e-reputation. More information on this site.

Display advertising

Advertising on Baidu’s display network is a powerful way to increase brand exposure in China. By setting up advanced targeting advertising, you could reach the right audience that could be interested in your website.

Creating traffic from your social medias to your website

Florasis' Wechat account

Florasis’ Wechat account

From your posts published on Wechat, QR codes or on the Wechat’s account menu bar, all of these tools should redirect to your official website.

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

6.18 Shopping Festival : another high turnover post Covid-19

6.18 Shopping Festival

The 18th of June was the 6.18 Shopping Festival in China, known as the crucial business opportunity for all e-commerce platforms, occurring from 1st of June to 18th of June.

6.18 was first created by JD.com in 2004 but the event has been spread by other major e-commerce platforms such as Tmall, Taobao, Pinduoduo…

Although Tmall’s turnover was higher in 2020 (698.2 billion yuan) than this year’s (578.5 billion RMB), the results post Covid-19 are still impressive. On the contrary, JD.com raised its total revenues (269.2 billion RMB in 2020 against 343.8 billion RMB in 2021).

Tmall campaign for 618 Shopping Festival

Tmall campaign for 6.18 Shopping Festival

Technology and Food on the rise on JD.com

According to the sales data of JD.com, this year, the high volumes of purchases were dedicated to :

Technology :

🔶 Gaming mobile phones (increased by 5 times year-on-year)

🔶 High-end notebook computers (increased by 145% year-on-year)

🔶 Giant screen TVs over 75 inches (increased by over 300% year-on-year)

🔶 Air conditioners (increased by 7.2 times year-on-year)

🔶 Intelligent noise reduction earphones (increased by 300% year-on-year)

According to JD’s big data, a total of 236 brands have sold more than 100 million yuan, including 73% of Chinese brands.

Food :

🔶 Organic food sales (increased by 315% year-on-year)

🔶 Mystery box sales (increased by 6 times year-on-year)

🔶 Pet smart products (increased by 5 times year-on-year) –> our article about Pet Economy here

🔶 Health products such as melanin, vitamins, and probiotics have increased as well

By the way, international products from all over the world have had a good showing as well. For example, transaction volume of imported products increased 10 times compared with the previous period. JD Worldwide imported gaming phones increased nearly three times and imported dry cat food increased 108%.

Subscribe to our newsletter for more information about marketing in China

Strong Logistics and Supply Chain efficiency

JD.com attested that consumers in 92% of districts and counties and 84% of townships in China enjoyed the high-efficiency experience of “D-day delivery” (当日达) and “next-day delivery” (次日达). In addition to the large-scale and time-efficient service reach, this year, the pre-sale model innovation has again increased, covering more categories and more regions. 

Consumers in more than 200 cities across the country can experience it right after paying by choosing the “minutes delivery service” (分钟达) that is faster than usual. On-demand consumption has been solidified as a shopping trend in China. The experience of receiving orders in one-hour has brought the customer experience to a new level.

JD.com managed autonomous delivery vehicles

JD.com’s autonomous delivery vehicles

In the context of the rapid increase in the volume of large-scale business orders, the national average daily order volume forecast accuracy rate exceeded 95.5%. In addition, JD’s smart supply chain makes more than 400,000 supply chain smart decisions every day, including replenishment, allocation, etc…

Live Streaming was the best sales tunnel

64.5 billion RMB is the total sales of e-commerce by live streaming, led by the well-known Chinese KOL Austin Li, Viya and Cherie.

KOL launched a series of live streaming during 618 Shopping Festival

Li Jiaqi 李佳琦, Viya 薇娅 and Cherie 雪梨

On Tmall, the turnover generated via live streaming sessions in the first hour of 1st of June was the equivalent to last year’s average daily turnover.

Besides, the turnover of more than 1,700 brands exceeded the entire day of the same period last year.

Being part of big shopping festivals in China are not just about selling products, but also a big opportunity to build long-term growth. See our article about the future of retail here.

The Future Upcoming Festivals

📅 Qixi Festival : 14th of August

📅 Mid-Autumn Festival : 21st of September

📅 Single’s Day : 11th of November

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

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

For more information about digital marketing and business in China, subscribe to our newsletter

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

How to use Weibo for brands marketing ?

Weibo for brands marketing

Instant messages, a limit of 2000 characters by posts, pictures grids, short videos, Weibo’s functionalities look similar to Twitter, used in western countries. At the beginning, Weibo was made for personal use but more and more brands are active on Weibo because companies can build databases, promote their brand image and drive traffic to their website.

According to Statista, as of the first quarter of 2021, Weibo’s monthly active users amounted to around 530 million. Weibo is not only a tool for boosting brands’ visibility, but also a tool for brands to better understand Chinese audiences and get closer to customers.

Here are the good practices of doing marketing for brands on Weibo :

Building brands’ notoriety through search function

Using search function allows the user to find posts related to keywords on the research box. By jumping on trending topics, brands’ posts will be kept under the topics related to the post’s description.

Besides, the posts can be consulted at any time and by everyone, unlike the companys’ accounts on Wechat where users have to subscribe to be aware of the latest publications. 

As for famous events like Chinese New Year, 520 Festival (as known as Valentine’s Day) or the upcoming 618 Shopping Festival (as known as the largest mid-year shopping festival in China), brands are launching presales campaigns for ongoing products or limited edition products.

Chaumet, the French luxury jewelry and watchmaking brand, has chosen as brand ambassador the famous Chinese actor and singer Zhang Yixing (Lay Zhang) for a series of love-themed jewelry.

Weibo’s account of Chaumet about luxury jewelry for 520 Festival

Content share facilities

Cross-channel is the key. When scrolling down the timeline, users can easily share a post from Weibo to Wechat. 2 options will be suggested : create a post on the user’s Wechat account (it will appear on friends’ Wechat Moments) or send to a friend by message (private traffic). After going through Wechat, the user can go back to Weibo and keep on browsing or stay on Wechat.

Creating a post on Wechat including a Weibo’s link

Creating a post on Wechat including a Weibo’s link

Sending a message to a friend on Wechat including a Weibo’s link

Sending a message to a friend on Wechat including a Weibo’s link

Weibo’s user journey highlights these types of actions :

  • Passive (scrolling down content)
  • Active (commenting and liking)
  • Reactivity (sharing on other social medias)
For more information about digital marketing and business in China, subscribe to our newsletter

E-commerce integration

Through its partnership with Taobao, Weibo users can put links to Taobao store and products’ page in their posts.

Products' page links on Weibo

Video of @kakakaoo about L’Oreal lipstick on Weibo

Running campaigns

Targeting is quite precise on Weibo and the Chinese audiences’ ages vary from 14 to 60 years old. Brands can tailor campaigns in the format of display ads or Weibo search engine promotion.

Selling via live streaming 

As on Douyin, Wechat and Xiaohongshu, buying during a live streaming is one of the best time selling opportunities since live broadcasting gives the viewers the feeling of proximity and authenticity with the broadcaster. 

Live streaming on Weibo

Live streaming of jade jewelry selling

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

The Future of Retail : China Experience

Retail in China

Despite the coronavirus pandemic occurring at the end of 2019 in China, retail sales now increased 34.2% compared to the previous year in March 2020.

China has always been dominant in the e-commerce market, but indeed, the unexpected crisis has strengthened advanced retail methods from now on and for the coming years.

Go for Live Streaming

Live streaming sessions are made for direct products’ demonstrations and authentic personal feedback. KOL (Key Opinion Leaders), KOC (Key Opinion Consumers), virtual influencers or shop’s vendors can introduce products and thus, convince watchers / potential customers of buying it.

Live streaming sessions are more and more intended to be entertaining, informative and well organized with links that redirect to the product’s page, instant animations and flash sales. It gives the viewer the feeling to watch a show and to participate in it (ask questions, click on links, send tips…).

At left : Li Jiaqi’s live streaming 6 hours session during 20th of May. At right : Viya’s live streaming 7 hours show during 21st of May

Choosing the period of broadcasting is decisive. Special days as Chinese New Year, Mother’s Day or 520 Festival are famous events that can bring a lot of viewers who are looking for recommendations of gifts. 

For more information about digital marketing and business in China, subscribe to our newsletter

Highlight Social Commerce

In 2020, the online retail sales in China reached 11,760.1 billion yuan, grew by 10.9% year on year. Social media represent company’s website. Using Chinese social media and e-commerce functions make the customers purchase while having social interactions.

From eMarketer x InsiderIntelligence.com, January 2021

Wechat has deep mobile penetration and is essential for all kinds of needs : grocery purchase, food ordering, content sharing, direct shopping facilities…

Social commerce is user centric and it is also building a consumers community with centralized purchase data. 

Improve Client Purchasing Online Experience

Dior used AI for delivering beauty advice to customers from its Wechat’s mini program called “Dior’s AI-powered Skin”. The function is quick and simple : after taking a picture of themselves and gathering some basic information, the mini program sends you a skin report with some products’ suggestions. After that, customers can request products’ samples mentioned and even ask for a beauty consultant.

Dior’s AI-powered Skin mini program

Think about a Phygital Strategy

Even though online shopping is more and more chosen by customers, brands that already have physical stores can implement a strong traffic both online and offline.

Brands can combine the best aspects of digital and physical commerce to create the ideal integrated experience for the consumer and new opportunities for retailers and marketers.

At left : Randomevent pop-up store in Hangzhou. At right : Miu Miu x Levi’s pop-up store in Shanghai

Some level of phygital implementation is likely necessary for the continuation of shopping in physical storefronts, especially for Chinese Millennial and Generation Z consumers, who are highly digitally connected. 

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

520 Festival : Celebrating Love in China

520 Festival in China

The 20th of May in China, couples send to each other by message : “520”, pronounced “wu er ling” whose sound is similar to “Wo ai ni” 我爱你, a way to celebrate love, equivalent to Valentine’s Day in western countries. 520 has become a love-themed holiday and it is the best time for brands to promote their products and services as well.

How brands celebrate love differently ?

Here are 3 campaigns that give off a message built around a storytelling rather than a product :

Love Yourself & Girl Empowerment

“You not only have to know where to fight,

But also to know the moment when to have a break,

And to enjoy the wonderful things of life” – He Sui

This year, Victoria’s Secret, the famous American lingerie brand, launched a campaign focused on women aspirations and self-esteem called “Be oneself” (做自己) in the format of an intimate interview.

For this second episode of “Be oneself” series, the Chinese female model He Sui answered several questions about her woman’s journey, dreams and difficulties, to which she sincerely replied that embracing inner self and enjoying the wonderful things in daily life are very important to build her own woman identity.

Pictures from Victoria’s Secret’s Wechat official account

The interview is interspersed with photos of He Sui dressed in the prettiest Victoria’s Secret’s outfits that female customers can find by clicking on the mini program at the end of the campaign.

Picture from Victoria’s Secret’s Wechat official account

For more information about digital marketing in China, subscribe to our newsletter

Celebrate all forms of love : Couple Love, Sister Love, Best Friend Love

Love is not expressed just for boyfriend / girlfriend, is it ? In life, we face all forms of love : love of partners, love of family, love of friends…

This is precisely what The Kooples wanted to show with matching outfits, not similar but complementary outfits and fashionable.

Pictures from The Kooples’ Wechat official account

The limited collection is not only trendy, but so is the campaign’s format. On Wechat, the campaign gives to the user a feeling of being a photographer shooting friends in an urban setting while the pieces of clothes are flashing up on the screen.

Pictures from The Kooples’ Wechat official account

Love is Love

Blued, the Chinese gay social network, interviewed 6 young men by asking them what was the gift they gave to their first love.

The diary-like advertising adopts a soft and poetic tone and offers a discount to the clothes collection by clicking on the mini program. 

Pictures from Blued’s Wechat official account

Creative campaigns on Wechat will convince customers for being relatable and consequently generate sales throughout the Chinese super mobile app.

5 components to run a great campaign that will resonate to the Chinese audience :

  • Having a strong message
  • Personalisation of the campaigns’ ideas according to Chinese culture and Gen Z evolving vision
  • Using KOL, idol’s or model’s face
  • Showing off beautiful graphic design and creativity
  • Purchase facility with links embedded to Wechat store
For more information about the Chinese market, do not hesitate to contact us

Gamification : between creativity and customers loyalty

Gamification with Valentino & Animal Crossing

E-commerce gamification in China has always been a top strategy for festivals such as Double 11. But now brands are using gamification in all marketing campaigns to capture consumers’ attention and increase their engagement, and then convert in sales.

One of the reasons is that shopping in China is first of all experience and entertainment.

Raising interest through Consumer enjoyment

In order to catch the attention of Gen Z customers, Pull&Bear (Spanish ready-to-wear brand) launched “Pacific Game”, a game which displays a virtual trip from California to Tokyo, inspired by arcade classic games. The aim of the game ? The player’s objective is to avoid obstacles and grab clothes. People can get access to the game from Pull&Bear’s Wechat official account.

[Photos from Pull&Bear’s Wechat official account]

It is about a new environment which allows the user to interact with the game instantly, without downloading it. 

Curiosity, fun and enjoyment are all intrinsic motivations, consequently people will gain inherent satisfaction by playing a game.

[Photos from Pull&Bear’s Pacific Game]

For more information about digital marketing and business in China, subscribe to our newsletter

Game collaboration 

Customization in Animal Crossing: New Horizons is extensive. Having the ability to carve out your own island is possible and there have been some stunning designs and methods used since the game’s release.That’s why Valentino showed off looks for the character’s video game.

On Valentino’s Wechat official account, users can click on the Animal Crossing’s characters, then view clothes worn by a model.

[Photos from Valentino’s Wechat official account]

E-learning and Entertainment

In the educational field, a growing research interest in using mobile augmented reality (AR) and the gamification concept have emerged to promote environmental education and to improve the learning experience process.

Fun China World is a game-based platform for learning the Chinese language and culture. From beginning to advanced level, learners are immersed in a virtual China where they accomplish quests by answering quizzes, interacting with different characters and exploring Chinese culture.

In addition to providing students with an immersive entertaining learning experience, the platform also provides tools for classroom teaching, such as homework assignments and other online learning system functions to meet the needs of schools and families.

[Photos from Fun China World]

It is well developed by experts with the background in technology, linguistics, education and game design. Every new update is notified on their Wechat account.

Wechat is a unique Chinese social platform where gamification can increase brand’s awareness and customers’ loyalty. Moreover, brands are able to keep accumulating and operating their own digital assets and finally, converting to sales.

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

We can propose customized digital marketing services according to your ambition to create your Chinese story and expand your brand

Guochao (国潮) : the integration of traditional Chinese culture and style in brands’ marketing

Guochao

Have you ever heard of the term “Guochao” (国潮) ?

In Chinese, “guo” (国) means “country” and “chao” (潮) means “tide”. With growing levels of national pride, Chinese youth is now looking for unique ways to identify themselves with their Chinese roots in a world greatly influenced by Western aesthetics.

Chinese gen-Z people have become one of the largest spending groups in China and many local brands play the nostalgia’s and culture’s card to attract them.

Visual and aesthetics matter a lot

Chinese millenials consumers are more nationalistic and brimming with cultural confidence in comparison with older generations. When it comes to shopping, they show interest in the product’s packaging and the experience delivered.

They are mostly the generation most able to obtain the latest trends, especially for new limited collections : it makes them want to collect something rare, precious and cool.

Catkin Summer Palace collection (BB cushion and lipsticks set)

[Photos from Catkin’s website]

Catkin (卡婷) is a Chinese cosmetics brand that offers products of good quality and luxury packaging with a competitive price.

The best sellers of Catkin are the Summer Palace collection products. The outcome ? The Summer Palace collection, especially the lipsticks, launched in 2019, went viral and was quickly sold out on Tmall within 24 hours ! 

On Catkin’s Wechat official account, customers can purchase online either through Wechat store or Tmall store. There is also a VIP space where people can test new products.

Purchasing on Catkin’s Wechat store 

[Photos from Catkin’s Wechat official account]

These products have been so successful that the brand’s awareness crossed overseas. Catkin discovered that foreigners in Asia or in other countries requested to purchase the collection as well. Indeed, Catkin has over 10 distributors in foreign countries such as Singapore, Vietnam, Malaysia or Thailand and offers free shipping in the United States, United Kingdom, Canada and Russia.

For more information about Digital marketing and business in China, subscribe to our free newsletter

Emotion and experience are tied together

The Guochao trend not only reflects the sudden rise of domestic brands, but also the resurgence of Chinese cultural elements and traditional style. Fashion brands like Li Ning (李宁) or Randomevent (随机事件) are putting forward cultural elements and traditional lifestyle to create more fashionable yet modern styles that young Chinese can be identified to.

Campaign for Randomevent Market 

[Photos from Randomevent]

For example, Randomevent launched in April “Randomevent Market”, a range of clothes and accessories putting forward the daily life of merchants at market in Hangzhou. The motto written over all pieces of clothes is 称心如意, a Chinese expression for “everything one could wish”. 

Randomevent opened a pop-up store in Hangzhou Kerry centre with a market look alike welcoming atmosphere. Customers can walk from the fruits department to the seafood corner where the new clothes are displayed.

Pop-up store in Hangzhou Kerry Centre

[Photos from Randomevent]

By celebrating authentic and local atmosphere with fashion, streetwear and comfortable clothes, the brand won Chinese millennials’ hearts and aimed accurately at its phygital strategy, online and on site.

Shopping online through Wechat 

[Photos from Randomevent’s Wechat official account]

Nowadays, Chinese gen-Z are looking for a new meaningful connection with brands, so it is important for new international brands entering China to embrace these values of Chinese pride. International brands need to establish strong communication with their target consumers and make a clear value proposition to them.

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

We can propose customized digital marketing services according to your ambition to create your Chinese story and expand your brand

Virtual influencers : the future brand ambassadors ?

Virtual Influencers in China : the future ambassadors ?

Recently, programmable virtual influencers are becoming much more attractive to brands.

Blending together artificial intelligence and anime characters make virtual idols / influencers who are digital creations that have been a buzzy trend in the viral marketing world since the first appearance of Lil Miquela, a social experiment and virtual influencer made by 2 Americans.

The emerging virtual idol sector, backed by China’s younger generation, has been on the fast development track in recent years, with more domestic internet firms increasing investment in this market.

How do virtual influencers reach consumers ?

Idols in the fashion industry

The doll-like Noonoouri is one of the more successful international virtual influencers in China. In 2018, Alibaba Tmall Luxury Pavilion launched a mobile game with Noonoouri where users could dress her up with different outfits of famous brands.

Created by the Munich-based graphic designer Joerg Zuber in late 2017, she fronted the cover of Vogue Me China and signed a contract with Condé Nast China, allowing the publishing company to represent her in the traveling market. 

Noonoouri collaborated with Vogue Me, Furla and Gucci

AIGLE, the French brand has chosen Noonoouri as virtual ambassador to present its Virtual Traveller Spring Collection dedicated to travel in the digital age

Apart from being a fashion inspiration, Noonoouri also raises her voice for children, animals, nature and feminism and supports organisations such as Fashion For Relief and WWF.

Private traffic for social e-commerce

Perfect Diary has created an efficient CRM system on Wechat that builds closer relationships with customers : Xiao Wanzi (小完子), the virtual beauty advisor.

On Perfect Diary’s Wechat official account, customers can select 擦小完子 (contact Xiao Wanzi), then add her to their contacts’ list with a friend’s request.

Xiao Wanzi will appear in the chat’s list and will send messages as if she were a real friend.

Xiao Wanzi, Perfect Diary’s virtual beauty advisor on Wechat

Xiao Wanzi is yet another successful customer experiment, one combining influencer marketing with creating private traffic.

Perfect Diary is personifying its band image through the fictional character Xiao Wanzi and is funneling customers and WeChat followers into groups. In these Wechat groups, people can share the kind of beauty tools they use, their feedback about it and the shops where they bought it. Perfect Diary wanted to create a friendly and intimate atmosphere, as close friends chatting moments.

Xiao Wanzi is mostly in charge of bringing up topics and answering questions. She also gives the group members exclusive promotions and first access to new products. 

Consequently, Xiao Wanzi represents the perfect tool of building trust and loyalty to the consumers.

Subscribe to our newsletter for more information about business in China

Entertainment

Xmov company created AI performance animation technology character named Ling (翎). She promotes Chinese national tide called “Guochao” (国潮) as the national essence of Peking Opera and the combination of classic and modern fashion.

Ling on Douyin

With commercial programming, the 3D virtual figure will engage in business endorsements, live broadcasts, and participate in online and offline activities.

How to position a beauty brand on the Chinese market ?

How to position a beauty brand on the Chinese market ?

Did you know that China is the world’s second-largest cosmetics market after the U.S. in terms of revenue according to Statista ? This ranking is powered by urbanization, growing disposable income by Chinese people, and of course social media’s huge influence. 

China’s beauty industry is experiencing rapid growth and international beauty brands are taking up Chinese social media, especially on Xiaohongshu (RED).

How do international beauty brands enter the Chinese market ? 

Brand positioning and branding communication are key points to reach Chinese customers.

But before that, you have to set up a brand notoriety strategy.

How do international beauty brands evaluate notoriety ?

The competition on the beauty market is fierce, including Chinese brands, foreign brands and the new trends which are constantly evolving.

The first step is to make a brand awareness analysis on Chinese social media and platforms : 

  • Baidu (Chinese main search engine, compared to Google)
  • Zhihu (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

  • Wechat (Chinese first super application and most popular mobile application)

Estée Lauder (American cosmetics brands) on Baidu

Shiseido (Japanese cosmetics brands) on Wechat promoting eye cream

Then, do some research on Chinese e-commerce platforms :

  • Taobao (China’s leading e-commerce website for C2C)
  • Tmall (commercial website based on Tаоbао platform, operating on the B2C system)
  • JD.com (the largest retailer in China)

Nivea (German skincare brand) on Tmall

How do international beauty brands differentiate from the competitors?

Then, international brands have to identify their targets and highlight their added value according to the Chinese consumers needs :

  • Taking the Chinese culture into consideration
  • Be aware of the best sellers beauty products of the moment
  • Be informed about the trends on the spotlight

Users on Zhihu gave feedback about skincare products of Innisfree (Korean beauty and skincare brand). The range of products above is mainly made with tea from Jeju Island

What are the marketing methods for international beauty brands ?

After completing these steps :

Raising awareness → Creating interest → Branding communication → Customers conversion

Brands need to implement marketing strategy with the help of specialized agencies :

Dior’s Wechat mini program store

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

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

For more information about Digital marketing and business in China, subscribe to our newsletter :  https://www.subscribepage.com/chinabusinessletter