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Introduction
For foreign brands aiming to capture the attention of Chinese consumers, building brand awareness through digital platforms is essential. Here, we explore key strategies to create a memorable brand presence in China’s digital landscape, leveraging local platforms and cultural insights to resonate with the audience.
- Using Chinese Social Media for Brand Storytelling
1.1 Crafting Stories on Xiaohongshu (Little Red Book)- Visual Storytelling: Xiaohongshu is an ideal platform for brands to share visually rich stories that highlight product benefits, lifestyles, and real-life applications. Users on Xiaohongshu often look for authentic, user-generated content, so brands that share stories in this format often perform well.Influencer Collaborations: Collaborating with Xiaohongshu influencers can enhance authenticity. Influencers create content around the brand’s products, helping potential customers connect with the brand on a more personal level.
- Engaging Content Creation: Douyin (TikTok’s equivalent) is one of China’s most popular platforms for short-form videos, making it a strong medium for brand storytelling. Brands can create compelling videos featuring unique brand stories, product launches, or user testimonials that quickly capture viewer interest.
- Challenges and Hashtags: Douyin thrives on hashtag challenges that encourage user participation. Brands can initiate hashtag challenges related to their products, inviting users to share their own creative takes and further amplifying brand visibility.
- Optimizing for Baidu to Enhance Brand Visibility
2.1 Organic Search Optimization (SEO) on Baidu- Local Keyword Research: Since Baidu is China’s leading search engine, understanding the local language and slang used in searches is crucial. Brands should optimize content with localized keywords that are frequently used by Chinese consumers, ensuring they appear in relevant search results.Content Localization: Brands should go beyond translation by adapting their web content to Chinese cultural nuances. This could mean adjusting product descriptions, visuals, and metaphors to reflect local values and practices, making the content more relatable for local consumers.
- Sponsored Ads: Baidu offers a range of paid advertising options, including sponsored search results and display ads. Sponsored ads increase brand visibility on search results, helping brands reach consumers actively searching for related products.
- Remarketing Campaigns: Baidu’s remarketing feature allows brands to retarget users who previously visited their site. This keeps the brand top-of-mind, encouraging these users to return and complete a purchase.
- Connecting with Local Audiences through Cultural Campaigns
3.1 Leveraging National and Local Holidays- Holiday Campaigns: Chinese holidays, such as Lunar New Year or Double 11 (Singles’ Day), are major shopping events. Brands that create holiday-themed campaigns with culturally resonant messages can attract local consumers more effectively.Localized Content: Tailoring content to reflect cultural themes around these holidays, such as family, unity, or prosperity, can create a strong emotional connection with the audience.
- Micro-Influencers for Niche Markets: Partnering with micro-influencers who specialize in niche markets allows brands to connect authentically with specific segments. These influencers tend to have highly engaged followers and can offer brands a more personal touch in their campaigns.
- Regional Ambassadors: Collaborating with influencers from different regions in China allows brands to expand their reach while tailoring messages to regional cultural differences.
- Enhancing User Experience on ECommerce Platforms
4.1 Product Customization Options- Localized Product Bundles: Offering bundles that cater to Chinese consumers’ preferences, such as family packs or gift sets, can improve the appeal of the product. These localized bundles cater to cultural values and make products more attractive during festivals or holiday seasons.Personalization Features: Allowing customization options, such as engraving or packaging design, can make a product more appealing. Personalized products are especially popular with younger consumers, who value uniqueness in their purchases.
- Augmented Reality (AR) Try-Ons: Integrating AR features on eCommerce platforms, allowing customers to virtually try on items (such as cosmetics or fashion), provides an engaging experience that can drive conversion rates.
- Chatbots for Instant Support: Chatbots can provide instant answers to customer inquiries and are especially helpful for overseas brands managing time-zone differences. Efficient support fosters trust and a positive customer experience.
- Building Loyalty Programs to Foster Brand Advocacy
5.1 Points-Based Loyalty Rewards- Accumulative Points System: A points-based system where customers earn points for every purchase can encourage repeat purchases and build customer loyalty. Brands can offer discounts or exclusive products to customers who redeem points, fostering long-term brand engagement.Referral Bonuses: Loyalty programs that incentivize existing customers to refer friends or family members increase brand awareness and create a network of loyal advocates.
- Special Access and Events: VIP programs offering exclusive access to events, early product launches, or member-only sales create a sense of exclusivity. Such programs help retain loyal customers and encourage higher spending.
- Recognition and Rewards: Recognizing loyal customers through shout-outs on social media or providing loyalty badges can make customers feel valued, reinforcing their loyalty to the brand.
Case Study: Brand Y’s Brand Awareness Campaign on Weibo and Douyin
Brand Y, a luxury skincare brand from Europe, aimed to increase brand awareness in China. They launched a Weibo hashtag campaign encouraging users to share their skincare routines, with Brand Y products prominently featured. To increase engagement, the brand offered a prize for the most creative routine shared. Concurrently, they collaborated with top beauty influencers on Douyin to create short, visually engaging tutorials demonstrating how to use their products. As a result, Brand Y saw a 60% increase in followers on both platforms and a marked rise in brand searches on Baidu, highlighting the effectiveness of culturally tailored and platform-specific campaigns.
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!
