(Source: https://pltfrm.com.cn)
Introduction
With the surge in digital consumption, video marketing has emerged as a leading tool for e-commerce brands to engage and convert Chinese consumers. This article will delve into effective strategies to help overseas brands leverage video content in China’s fast-evolving e-commerce ecosystem.
1. Understanding Local Consumer Preferences
1.1 Visual Storytelling
Chinese consumers are highly visual and respond positively to storytelling that emphasizes emotional connections. Crafting videos that highlight brand values, product benefits, and real-life applications builds a deeper connection with the audience.
1.2 Short-Form Content
Platforms like TikTok (Douyin in China) and Kuaishou have popularized short-form videos. These 15 to 60-second videos are ideal for capturing attention quickly and conveying a compelling message. The key is to focus on creativity and keep the content engaging to maintain viewers’ interest.
2. Optimizing for Local Video Platforms
2.1 Douyin (TikTok China)
Douyin is a powerful platform for video marketing, offering both organic reach and paid advertising options. Brands can use Douyin’s algorithm to their advantage by creating engaging videos with localized content, leveraging trending music, and including popular hashtags to gain visibility.
2.2 Bilibili
Bilibili, known for its younger audience and animation culture, is another growing platform for video content. Brands that appeal to Gen Z or niche communities should consider integrating Bilibili into their video marketing strategies, producing content that resonates with its highly engaged users.
3. The Impact of Live Streaming
3.1 Real-Time Engagement
Live streaming has become a dominant force in China’s e-commerce landscape. By showcasing products live, demonstrating their use, and answering customer questions in real-time, brands can drive conversions and create a sense of urgency.
3.2 Influencer Collaboration
Collaborating with KOLs (Key Opinion Leaders) for live-streamed events can drastically increase reach and sales. KOLs bring credibility and a pre-established fanbase, enhancing the effectiveness of live video campaigns. Brands should ensure that the influencer aligns with their image and message.
4. Leveraging User-Generated Content
4.1 Building Community Trust
User-generated content (UGC) is a powerful tool for building trust among consumers. Encouraging customers to create and share videos using products helps boost brand authenticity and reliability. Sharing this content on brand channels builds a sense of community around the brand.
4.2 Viral Challenges
Creating a viral video challenge is an effective strategy to engage users. Encouraging consumers to participate in challenges related to your products not only increases visibility but also motivates people to spread brand awareness organically.
Case Study: Xiaomi’s Use of Video for Product Launches
Xiaomi, the Chinese electronics giant, has perfected the art of video marketing. For product launches, Xiaomi creates high-energy teaser videos and uses live-streaming to engage millions of viewers. The brand also integrates user-generated content, encouraging customers to share their experiences with new products. This strategy has significantly contributed to Xiaomi’s success both in China and internationally.
Conclusion
Video marketing is a key driver of e-commerce success in China. By understanding local platforms, engaging through live streaming, and embracing user-generated content, brands can significantly boost visibility and drive conversions.
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!
