(Source: https://pltfrm.com.cn)
Introduction
In China, a market full of challenges and opportunities, content marketing has become a crucial strategy for overseas brands seeking success. With unique social and consumption habits, Chinese consumers are offered a wide range of brand choices. This article examines how overseas brands can use content marketing to win the hearts of Chinese consumers, covering strategies and execution to detail best practices for content marketing in the Chinese market.
I. Understanding China’s Content Consumption Characteristics
China’s content consumption market is notably localized, and effective content marketing requires a deep understanding of Chinese consumer habits and preferences. Key points include:
1.Influence of Social Platforms: In China, platforms like WeChat, Douyin, Xiaohongshu, Weibo, and Bilibili are essential for consumer information and decision-making. Brands need to tailor content distribution channels to platform user characteristics. For example, 2B companies may find WeChat and WeChat Channels more effective for client communication.
2.Popularity of Short Videos and Livestreaming: Short videos and livestreams have become important consumption methods. Brands can increase visibility by engaging in interactive content, such as livestreams with Key Opinion Leaders (KOLs) or showcasing brand culture and product details through video.
3.Localization in Expression: Chinese consumers prefer content they can relate to emotionally. Brands should not only use Chinese traditional festivals and regional culture in their content but also tie in with current trending topics to deepen consumer resonance.
II. Precise Positioning: Clear Brand Positioning and Target Audience
Effective content marketing begins with precise brand positioning. Brands must clarify their market position in China, identify target audiences, and find optimal ways to interact.
1.Brand Positioning: Overseas brands entering China need to consider adapting their positioning to better fit the local market.
2.Audience Segmentation: Using data analysis, overseas brands can segment target audiences by factors such as age, interests, and location to build consumer profiles. For example, younger consumers may prefer content on Xiaohongshu or Bilibili, while older consumers may follow brands on WeChat Moments.
3.Personalized Content: By tailoring content to appeal to various consumer segments, brands can effectively reach different groups. For instance, analyzing consumer preferences allows brands to customize advertising copy or even design distinct visual styles for specific age groups, further enhancing content appeal.
III. Crafting a Brand-Specific Content Strategy
In the Chinese market, successful content marketing focuses not just on product promotion but on building an emotional connection between brand and consumer.
1.Telling the Brand Story: Storytelling enhances brand image and fosters emotional resonance among consumers. For example, around 2016, the Wines of Chile association promoted Chilean wine to Chinese consumers with the slogan “Enjoy the Wine, Love Chile.” This campaign highlighted the natural and sustainable production methods of Chilean wine and showcased Chile’s stunning landscapes through videos and social media, allowing consumers to appreciate the unique cultural values behind the product. Among wines from various countries, Chilean wine gained significant influence in China, which is now the largest export market for Chilean wine.
2.User-Generated Content (UGC): Chinese consumers value authentic experiences, and brands can encourage users to share experiences to build word-of-mouth. UGC not only enhances authenticity but can also reduce marketing costs.
3.Educational and Practical Content: Providing practical information can convey brand expertise to consumers. For example, a wine brand might release guides on “How to Choose Wine” or “Wine Pairing Tips,” which not only promotes the product but also builds a professional image.
IV. Content Formats
The choice of content format should cater to the target audience’s preferences. Live streaming, in particular, is recommended as a standard strategy for all brands. Additionally, Shanghai’s support for live streaming as a key area of digital economy growth offers further opportunities.
1.Short Videos and Livestreaming: Platforms like Douyin and Kuaishou have brought immense traffic to short video and livestream content. Brands can showcase product details, brand stories, or cultural elements through video, or host livestream events during holidays to highlight special product features and boost brand marketing.
2.Photo and Text Content and Long-Form Reviews: For consumers seeking in-depth information, brands can use photo and text content to present product information, particularly on platforms like Xiaohongshu, where beautiful usage guides and articles can satisfy consumer knowledge needs.
3.Interactive Content: Engaging consumers with interactive content strengthens communication. For example, brands can host challenges on Douyin, set up trivia games on WeChat, or start hashtag challenges on Xiaohongshu to encourage consumer participation and increase brand stickiness.
V. Utilizing KOLs and KOCs
In the Chinese market, Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) hold significant influence. Collaborating with suitable KOLs and KOCs can not only quickly boost brand visibility but also build trust within the target audience. Many overseas brands have limited knowledge of China’s KOL landscape and often choose only the most well-known personalities, overlooking some niche KOLs who may have lower exposure but achieve excellent conversion rates.
1.Selecting Suitable KOLs/KOCs: Different KOLs and KOCs suit different brand tones and target demographics. Luxury brands, for instance, might collaborate with luxury-focused KOLs, while everyday consumer goods might benefit from relatable KOCs.
2.Building Long-Term Partnerships: Establishing ongoing relationships with KOLs/KOCs can create sustained brand exposure. For example, luxury brands can produce limited-edition products with specific KOLs, making them loyal advocates of the brand.
3.Case Studies: Some beauty and fashion brands have driven rapid sales by partnering with KOLs on Douyin to create innovative challenges. KOLs provide product feedback based on personal experience, enhancing consumer trust in the brand.
VI. Data-Driven Continuous Optimization of Content Strategy
Success in content marketing relies on data-driven decisions and continual optimization. Monitoring and evaluating content effectiveness allows brands to adjust their strategies accordingly.
1.Data Analysis: By analyzing metrics such as views, likes, shares, and comments, brands can identify which content resonates most with audiences and further optimize their content strategy. For instance, by examining user engagement with different types of content, brands can adjust content style or posting frequency accordingly.
2.User Feedback: Consumer feedback offers valuable insights for content improvement. Brands can collect feedback through comments, direct messages, and surveys to adjust content to better meet consumer expectations.
3.A/B Testing: A/B testing is a highly effective optimization method that allows brands to compare the performance of different content formats, titles, and cover images to determine the best combination. For example, by comparing click-through rates for various video covers or titles, brands can further refine content appearance. However, it’s essential to ensure that video covers or titles are consistent with the product and detail page content; otherwise, high click-through rates without sufficient purchase conversions are not desirable.
VII. Constant Innovation and Adaptation to Market Changes
With China’s rapidly changing content consumption landscape, brands must continually innovate to meet evolving consumer needs.
1.Monitoring Market Trends: Brands should stay abreast of market trends and respond quickly. For instance, in the current wave of livestream selling, brands have adapted by launching livestream promotions to connect with younger consumers.
2.Agile Marketing Strategy: Brands need to establish an agile content marketing system to quickly adapt to market changes and consumer preferences. By adjusting content strategies around major events and holidays, brands can increase content delivery at key moments to expand their influence. However, for real-time trend engagement, foreign brands may find it challenging to respond promptly, so it’s recommended to trust local teams to manage a well-prepared framework for addressing trending topics effectively.
Conclusion
Building brand influence through quality content is key to success in the Chinese market. A successful content marketing strategy not only enhances the appeal of overseas brands but also strengthens consumer affinity for the brand. By deeply understanding the Chinese market, accurately targeting audiences, crafting a content strategy, and using the right distribution channels, foreign brands can remain competitive in a highly challenging environment. In a constantly evolving market, continuously optimizing content strategies and driving innovation will energize the brand’s presence in China and achieve long-term sustainable growth.
PLTFRM deeply understands the complexities of the Chinese market and supports the success of international brands in China through customized brand services. From market research and product localization to optimizing marketing strategies and collaborating with major platforms, PLTFRM leverages its extensive experience in digital marketing, brand strategy, and multi-channel promotion to help brands navigate the market. We are dedicated to building long-term relationships between overseas brands and Chinese consumers, ensuring that brands establish themselves and achieve sustainable growth in the Chinese market. After all, precise positioning and innovative collaboration are key to brand success.
