In order to market a brand in China, companies have to know plenty of information. In this article you will learn 10 Digital tips to reach your goal.
10 Digital tips for market your brand in China
The importance of SEO
When you open your website in China, which needs to be hosted in China and be adapted in term of design, you have to promote it on local search engine. If there is one you have to focus on, it is Baidu, which represent 70% of the market. In order to be well seen by the customers it’s necessary to lead a good SEO campaign.
For more information click here and read our article about SEO on Baidu.
To be appreciated among Chinese internet users, you need to build a strong image. If you are not really famous consumers will reject you and will be mistrustful. It’s the reason why big brands are loved in China, they bring people confidence. So in order to build a good image from nothing, firstly you will have to adapt to the culture creating a Chinese website and having a certified Baidu account. It’q the first path to the long way to have consumers confidence.
If you are specialized in one domain and nobody knows you in China, it’s important to retarget people to your website. In order to do that you have to promote it on other website, known by your target putting there some adds like banners which can fit perfectly according to the industry where you work. More information here
The social network created by Tencant, one of the biggest company in China, is something you can not omit if you want to market your brand in China. With more than 500 million users it’s necessary to learn how to use this famous app. Briefly, you can there create an official account to stay in touch easily with your community, you can provide them loyalty card, sell them your product directly… For an e-marketer in China, WeChat is a golden app.
More information about its functionalities here.
Don’t forget the other social medias
In this race of Chinese customers, even if WeChat is really important, you don’t have to forget the other social medias. As one of many example to illustrate this topic, Weibo which can be refer as the Chinese twitter, has more than 200 million of daily users, if you want to succeed in business in China you have to create your page in this social media and add interesting content in a regular way to attract people to your business. More information about social medias in China? Click here
Have a good PR relationship
If your target is large you don’t have to be present only in the social medias, but also in the more traditional ones. People are influenced by medias so you have to build a strong image of your company there especially in online medias which are getting bigger and bigger. To give you an idea, the first media in China (Sina news) count 200 million readers…
Soluna Founder speaking to Media for the launch of his brand in China.
Create a strong relationship with the customers
If social networking is such an important thing in China, it’s because to be trusted you have to maintain a good relationship with your customers. In order to get this relationship, you will have to listen the needs of them and be able to help them in every situation concerning your product. The key of the success is to make people feel they are listened and understood. In China companies have to be adaptable.
Play with emotions
Consumers have feelings, and to play with feelings is the best way to attract the consumers. Some companies already understood it like Nike which want to make people feel everybody has talent in a campaign they broadcast during the London Olympics on WeChat. The best way to play with emotions is to show some pictures or videos which can have a huge signification for people who watch that. In 2016, company will have to focus on videos which is the the trend thanks to new apps.
Provide the good message
Get into the Chinese market is not the easiest thing for a western company, mainly because China is really different in a cultural way. In order to adapt itself, companies have to be aware of the local trends, the local needs and what the local competitors do. In general, the message will be different to attract Chinese customers.
In China the buzz is really important and even if it lasts just a short time, if your buzz is positive it can bring you a lot of new customers and there are a lot of companies which try to create the buzz like Apple who shows the picture taken by iPhone, or Lenovo with their campaign: “for those who do”. This kind of buzz appeal the feelings of customers and will have positive effects over the sales.
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