(Source: https://pltfrm.com.cn)
Introduction
Consumer engagement on social media is critical to a brand’s e-commerce success in China. Here, we discuss methods for fostering deeper engagement to build a loyal customer base and drive visibility.
1. Storytelling Through Video Content
1.1 Relatable Product Stories
Videos that tell stories about product origins or customer experiences create a personal connection. This approach resonates well with Chinese consumers, as it builds authenticity and trust around the brand.
1.2 Behind-the-Scenes Content
Sharing behind-the-scenes content, such as product design or packaging processes, adds transparency and authenticity. This type of content is particularly appealing on Douyin and Weibo, where consumers seek insight into brands.
2. Emphasizing Cultural Relevance
2.1 Localized Festive Campaigns
Campaigns that celebrate Chinese festivals, such as the Spring Festival or Double Eleven, allow brands to resonate with local culture. Offering exclusive festive discounts and launching special edition products can enhance engagement.
2.2 Reflecting Local Preferences
Adjusting product design or packaging to reflect local preferences shows cultural awareness. For example, limited edition packaging during the Lunar New Year can significantly increase product appeal.
3. Utilizing WeChat for Community Building
3.1 Exclusive WeChat Groups
Creating exclusive WeChat groups for loyal customers enables brands to engage directly and foster a sense of community. Group members receive special updates, offers, and brand news, which enhances brand loyalty.
3.2 Personalized WeChat Services
Using WeChat’s CRM tools to offer personalized messages, recommendations, or even birthday discounts creates a personalized experience. This level of personalization appeals to Chinese consumers, who value tailored customer service.
4. Partnering with Micro-Influencers
4.1 Authenticity Through Micro-Influencers
Micro-influencers have close relationships with their followers, making them highly trusted sources for product recommendations. Partnering with micro-influencers can boost credibility and drive engagement.
4.2 Cross-Platform Collaborations
Engaging with influencers across multiple platforms like Xiaohongshu and Weibo ensures maximum reach. This multi-platform approach reaches a broader audience while reinforcing brand visibility.
Case Study: Estee Lauder’s Influencer Partnerships
Estee Lauder leveraged partnerships with micro-influencers on Xiaohongshu and Douyin to reach niche audiences effectively. By focusing on cultural relevance and product education, the brand built a strong following and boosted consumer engagement.
Conclusion
Enhancing consumer engagement on Chinese social media requires storytelling, cultural relevance, community-building strategies, and influencer partnerships. These methods allow brands to build a loyal audience and increase visibility in China’s competitive e-commerce market.
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!
