(Source: https://pltfrm.com.cn)
Introduction
Effective engagement on China’s social platforms requires understanding the local digital ecosystem. This article outlines strategies that global brands are using to maximize engagement.
1. Audience Segmentation
1.1 Targeting by Demographics
Brands need to tailor their content according to different demographics—such as age, location, and income levels. For example, younger consumers might prefer Douyin, while professionals gravitate toward WeChat.
1.2 Niche Communities
Engaging with niche communities enables brands to speak directly to highly targeted groups. Joining groups or pages specific to industries or interests helps drive engagement in more relevant ways.
2. Localized Content Strategies
2.1 Adapting Tone and Language
Content must be adapted to reflect local dialects, humor, and cultural references. Brands that fail to localize often appear out of touch with their target audience.
2.2 Regional Differences
China’s vast geography means that regional preferences vary significantly. Brands should tailor their messaging to reflect local customs, values, and consumer preferences, especially when marketing to cities in different tiers.
3. Social Commerce Integration
3.1 In-App Purchases
With social commerce growing rapidly, platforms like Red and Douyin offer in-app purchasing options. Brands that integrate e-commerce functionality into their social strategy can capture consumers at the moment of inspiration.
3.2 Product Discovery through Social Channels
Consumers in China are increasingly discovering products through social media. Brands that provide a clear pathway from discovery to purchase through social channels see improved conversion rates.
4. Live-Streaming Engagement
4.1 Interactive Shopping
Live streaming provides brands the opportunity to interact with customers in real-time. Hosts demonstrate products, answer questions, and provide limited-time offers, creating an engaging shopping experience.
4.2 Enhancing Brand Perception
Live streams also serve as a platform to strengthen brand perception. Brands that effectively communicate their story and values through live broadcasts tend to build stronger emotional connections with their audience.
Case Study: Estée Lauder’s Live-Streaming Success
Estée Lauder leveraged live streaming on Red to boost its sales and brand engagement. By partnering with top local influencers, the brand achieved high levels of viewer interaction, resulting in a significant sales uplift during China’s shopping festivals.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
