(Source: https://pltfrm.com.cn)
Introduction
For international brands, a tailored content strategy is essential for success in China’s eCommerce landscape. This article presents ways to adapt content for Chinese shoppers.
1. Strategic Product Descriptions
1.1 Culturally Relevant Descriptions
Descriptions should go beyond translating product specs; they should highlight cultural preferences like quality, status, and health benefits, which resonate with Chinese consumers.
1.2 Seasonal Content Adjustments
Updating content with seasonal or holiday-specific language, especially around peak shopping times, creates a sense of urgency and enhances relevance.
2. Visual and Multimedia Enhancements
2.1 Rich Video Content
Short, engaging videos showcasing product use appeal to Chinese consumers, who tend to prefer interactive and visual content over plain text.
2.2 User-Generated Content (UGC)
Chinese shoppers trust fellow consumer opinions. Integrating UGC, like photos or videos from real users, enhances authenticity and trust in the brand.
3. Localization of Customer Support
3.1 Bilingual Customer Service
Offering customer service in both Mandarin and English shows respect for local customers and provides smoother, faster problem resolution.
3.2 WeChat-Based Support
In China, WeChat is widely used for customer interactions. Implementing WeChat support channels provides an accessible platform for Chinese consumers to engage with your brand.
4. Payment and Delivery Customization
4.1 Flexible Payment Options
Besides Alipay and WeChat Pay, incorporating options for UnionPay and installment payments enhances appeal and accessibility.
4.2 Efficient Delivery and Returns
Offering local warehouses and efficient return processes meet Chinese shoppers’ high expectations for convenience and reliability.
Case Study: Adidas’ Localization on Tmall
Adidas localized its Tmall store, incorporating seasonal products, Chinese-language customer support, and streamlined checkout options. This tailored approach greatly increased its visibility and sales in China.
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!
