Most of the Western companies deciding to be present on Tmall or on another platform, don’t really know how to use the Chinese social media in parallel. How unfortunate
As a brand, you must be on social media. You don’t know how to? Let’s see together what you should do to correct this.
Use social media in order to influence consumer behavior.
Chinese consumers used social media to look for a product, be advised by their friends, post product reviews. According to a KPMG study, 40% of the online consumers are looking for information about products. It’s very important for a brand to be present on social media and even more to control its image.
One plan for one platform.
Copy and pasting the same strategy from one e-commerce platform to another simply won’t work. Forget it.
Every social network appeals to a different target. The social media landscape is fragmented, and most social media try not to be in direct competition with each other.To develop your strategy, you need to know who your consumers are, where they live, what they like and what social media they use.
For your brand : be in China and use Chinese social media
Do you want to get more traffic on your e-commerce shop? Is it to answer to customer questions and complaints or to engage new ones?
You need to use the right words for the right target
Only Chinese can do the job and no one else for the best result.
Differentiate your brand with a very clear message and positioning
Finally understand your market, China is very different from what you may expect. If major brands like Burberry or L’Oreal have succeeded it’s because they have been able to understand and adapt to Chinese culture.
You can bet on influencers to increase your brand awareness
Using KOL (Key opinions leaders) is a good strategy to interact with your Chinese target and your potential clients. You need to be able to bring them something different and prove them that your products have added values that your competitors don’t have.
Thus, communicate with the help of influencers is a way to attract a larger affinity audience in China.
For example, Dior, Louis Vuitton, MCM are among the brands that collaborate with Chinese bloggers. Their job is to write posts on the Chinese social network like Weibo in order to bring new fans and increase the brand awareness in China.
An it’s very important to understand than an advice from a KOL outweighs the brand content, as the consumers are more likely to believe in the KOL than the brand.
Need to be seen? Go Social Media!
It’s crucial to understand that as a brand which sell its product online you must be present on social media as it can be effective and bring you more traffic and leads to your e-commerce website.
Contact us to see what we can do for you. Our international team with with 10 years of experience will know what to do to ensure your success!
To get more information about social media click here.