How to promote a brand and sell in China market is different from the approach in the western countries. You cannot copy what you do in western countries.
Branding is everything in China
Many consumers have been cheated with counterfeit products, fake reputable brands and domestic brands that are expensive but of poor quality; accordingly, they become cautious towards unbranded products.
Additionally, Chinese people buy brands not only for the functions they have but also to reflect their social status and improve how other people perceive about them.
Chinese consumers are willing to pay more if the brand can bring them prestige and respect among their social circle. Brand positioning should be first focus for a new brand in China.
In your branding, you need also adapt to Chinese culture and Chinese consumers behaviors. The localisation of the brand is an important step to succeed in China.
You need to buil-up your e-reputation to promote a brand
China social media users are far more active than in other countries and Chinese people are doing everything in their life with their mobile,
Also social media has a larger impact on the buying decisions of Chinese consumers than on those of any other country. If a Chinese consumer sees a product being discussed positively on a social media site, especially by a friend or acquaintance, they are far more likely to actually purchase the product than his or her counterpart in other countries. Peer recommendations have huge influence in Chinese culture, as formal institutions are less likely to be trusted.
As your targeted audience is active on social media, you have to be present on social media, either B2C or B2B.Digital marketing is also for B2B in China
Digital marketing and social media should be first step
Weibo and WeChat are two largest social networking platforms in China. They both have significant influence and play an indispensable role in life.
Wechat is the most powerful APP in China. It is the personal messaging app, social media platform, online payment tool, online shopping place and more; all included in just ONE app. For brands, It is a must to be active on WeChat to sell in China, Check How to open a WeChat official account?
Meanwhile, Weibo, similar to Twitter in western world, is a more open social media platform where users come to socialize with friends and new people, entertain themselves with funny, viral videos as well as discover trendy topics or hot social information.
How to promote a brand and sell in China market?
No matter which platform you choose to do your branding on Chinese social media, high-quality content that users repost or share is the most important element
Weibo is an open platform where even non-followers can view your Weibo posts and the posting default setting is public. In addition, everyone can also see the reposts, comments or likes
Therefore, Weibo is very suitable for viral campaigns or viral contents, which aim to boost brand awareness extensively. Unlike Weibo, WeChat is a closer community.
Normally, WeChat users can only see posts pushed by social accounts to which they subscribe. So your followers on Wechat tend to be more condense and targeted.
Besides, in WeChat, our contact lists are usually the people that we already know such as relatives, friends and colleagues; so we tend to be a bit extra concerned regarding what we share. Therefore, contents on Wechat may not reach a massive audience but can create powerful word of mouth effect.
Besides Weibo and WeChat, there are many other social media which can be also used depending on products and targets.
You need create engagement within a community
Engagement will be created thanks to WeChat interactions with engaging contents. Groups will be set up in order to make emerged KOC ( key opinion consumers) with time to generate more engagement from groups members. Interactive campaigns with games and giveaways are also quite effective in China to generate engagement The use of KOLs could also influence a lot the audience and purchasing decisions but it has become quite expensive. Livestreaming with KOL has become quite powerful in China
Then you can develop E-commerce to sell in China
Social commerce is gaining traction in China. This is understandable when social media is already a place for Chinese consumers to discover new brands, read reviews/ opinions/ experiences of other people with products and services before making purchases. The online shopping function of social media such as WeChat just makes the whole buying process faster, more convenient and thus the conversion rate of social commerce is very high.
The WeChat store is an e-commerce platform that exists within the WeChat app. Thanks to mobile payment, the WeChat offers on-click payment which gives smooth consumer experience.
WeChat has its own online payment tool – Wechat Pay that is very powerful in driving sales on the platform. Brands can open Wechat shops, which are linked to their social accounts to sell their products or services. These shops are very well-integrated with Wechat by using its interface, online payment, chat function for customer service, log-in and sharing functions …
Social Selling with WeChat in China is really booming, in particular since 2020. The growth of social selling is around 40% per year versus 20% for traditionnal e-commerce.
Then you can enter the e-commerce platforms such as Tmall, JD.com, TaoBao if you are visible in China. It takes 1 to 2 years presence on social media to get enough visibility.
Tmall holds the biggest marketshare in the e commerce market in China at 57%, It mainly focuses on premium brands, but it also the most expensive marketplace. However it is the right way to sell your products after your brand has become visible, while keeping also social selling active to keep strong relationship with your communities
Do you need a website to promote a brand and sell in China?
Keep in mind that it is useless to use Google, Facebook, western website….in China due to firewall.
For SEO, you must use Baidu and you must have a Chinese marketing strategy.
WeChat official account will be your Website in China. It is no need on most of cases to build a chinese Website.
Do you want to know more how to promote a brand and sell in China?
Emotion Digital can support your strategy to enter into China market, help you to set up your WeChat marketing solutions and WeChat stores.
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 have more questions how to promote a brand and sell in China, if you want to know more about WeChat marketing, how to enter China market.
Stay upto date by following our blog and our Linkedin page https://linkedin.com/company/emotion-digital
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