China is a huge market and Chinese people are very connected. Thus, to attract them is easy; you must use Chinese social media to be present on internet. You must create a trust relation with your target and the best way is to pay attention on what they want.Chinese people spend on average 25 hours per week
on social media (source)
. Thus, Internet is the most effective and the most profitable for your business in China. Since it is now possible to perform online transactions, it is more interesting for a brand to implement its notoriety on the web. China is now one of the countries that interest foreign brands; this is particularly due to its economic growth of around 7%, and the high number of Chinese Internet users. Indeed, China is ahead of many countries in this area. Of the 650 million Internet users, nearly half daily make purchases online, with a very pronounced taste for imported products including luxury brands.
1/ Use WeChat
Chinese people use WeChat to share moments, photos, news and talk with their friends. This app has 468 million of active users in the world. To attract Chinese consumers, to be present on WeChat is a good strategy.
The first thing that you must do is to create a WeChat account. Chinese people can follow you thanks to your QR code and can be inform concerning your news. You can use WeChat
to promote your products or offer some promotion at your followers and make them participate to your brand. It’s a good idea; Chinese consumer can felt more concerned and more privileged.
2/ Be active
To have a WeChat account is just the first step, but you must be active. Share content and you can also create a storytelling concerning your brand. Chinese really appreciate this idea. The goal is to educate the consumer to the brand and its values through a story which he can easily relate to. A storytelling campaign must create emotion in your target Chinese consumers while exposing him the values of your company. Your prospect in China will be more open to adhere to your values. The Chinese consumer is constantly approached by commercials and so it is important for a foreign company to propose a way to experience the brand in a less invasive manner.
3/ Pay attention on your e-reputation
Weibo is a famous microblogging site in China. Chinese people use daily this website and share a lot of information. It’s a mix between Facebook and Twitter. 70% of active users think that information in Sina Weibo
are reliable, and more than the information on Chinese newspapers. To compare, only 9% of Americans think that the information on Twitter is reliable. Everyone can only post 140 Chinese characters; we can express more things than the 140 words on Twitter. Chinese Weibo’s users follow their hobbies group like cosmetics, travel or even cook. So, it’s important to be active and to share true information on Weibo. If not, Chinese people can also ruin your reputation in only one post.
4/ Use online Opinion Leaders
KOLs, (Key Opinion Leader
) have a major place in China. Chinese consumers need trust and they make a lot of research to find the better information. KOL relay information on Weibo or another social media. So, if you want be known, you need to collaborate with KOL. Social media influencers are everywhere, and they are talking about your brand. They are people who have an active presence and a huge number of followers on social media networks. Influencers could be bloggers, celebrities or people who have great presence on social media platforms and a vast amount of followers. But, no matter who they are, the most important is to understand the influence they have on Chinese consumption.
Social media represent a huge part of Chinese’s life. Thus, if you want to attract them, you need to adapt yourself to their habit. You must be present, share contents and find news to appeal them.In China, Social Media Landscape is different with the fields. For example in “Fashion”, Chinese people use online Magazine, purchase sharing more.
Have a look on this infograph.