(Source: https://pltfrm.com.cn)
Introduction
The e-commerce landscape in China is shifting rapidly, with video content at the forefront of this transformation. Retailers must adapt to these changes to succeed. This article outlines best practices for creating and executing video campaigns that resonate with Chinese consumers.
1. Capitalizing on Local Trends
1.1 Understanding Regional Preferences
China is vast and diverse, with significant regional differences in consumer behavior. Brands should tailor video content to reflect local tastes, such as emphasizing health and wellness in tier-1 cities or highlighting family values in rural areas.
1.2 Participating in Trending Challenges
China’s social media platforms are highly trend-driven. Participating in viral challenges or creating your own allows brands to quickly tap into trending topics and gain exposure to a wide audience.
2. Storytelling and Brand Advocacy
2.1 Crafting Authentic Narratives
In China, authenticity is key. Storytelling that feels genuine and grounded in real experiences tends to perform better than overly polished or scripted content.
2.2 Advocating for Social Issues
Brands that stand for social causes, such as environmental sustainability or mental health awareness, connect with younger generations in China. Videos that address these issues can generate positive sentiment and brand loyalty.
3. Incorporating AR and VR in Video Content
3.1 Augmented Reality Filters
Using AR filters in videos allows consumers to engage with products virtually, providing a more interactive and fun experience. This feature is particularly effective in the beauty and fashion sectors.
3.2 Virtual Reality Experiences
VR can be used for more immersive product experiences, allowing consumers to explore products in 3D or virtually try them before purchasing. This level of interactivity enhances consumer confidence in purchasing decisions.
4. Strategic Video Ads Placement
4.1 In-App Video Ads
Video ads placed within popular apps like WeChat or Douyin can be highly effective, as these platforms have highly targeted user bases. Integrating video ads seamlessly into the app experience improves the likelihood of engagement.
4.2 Cross-Platform Campaigns
Brands should create a cohesive video campaign that spans across multiple platforms, such as Douyin, WeChat, and Baidu. Ensuring consistency while adapting content for each platform helps maximize reach and engagement.
Case Study: L’Oréal’s AR Integration for Beauty Products
L’Oréal has successfully incorporated augmented reality (AR) into their video campaigns in China, allowing users to try on makeup virtually before purchasing. This innovative use of AR has significantly boosted customer engagement and conversion rates, especially among younger consumers.
Conclusion
Adapting video campaigns to reflect local trends, using AR and VR, and integrating brand advocacy into storytelling can propel e-commerce success in China. By following these best practices, brands can harness the power of video to effectively connect with their target 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!
