(Source: https://pltfrm.com.cn)
Introduction
Content marketing in China requires an understanding of local tastes, cultural nuances, and the preferred channels for information. This article delves into strategies for creating content that resonates with Chinese consumers, driving long-term engagement and brand loyalty.
1. Creating Culturally Relevant Content
1.1 Emphasizing Local Values
Chinese consumers place great importance on tradition, family, and respect for heritage. Successful brands in China often align their messaging with these values. For example, highlighting family-oriented aspects of a product or emphasizing its connection to local culture can enhance relatability and trust.
1.2 Using Localized Humor and Symbols
Humor and symbolism are critical components of content in China. Brands that effectively use local symbols (like the color red during Chinese New Year) and local humor tend to have a greater emotional connection with consumers.
2. Video Content and Livestreaming
2.1 Livestream Shopping
Livestreaming is a dominant feature of e-commerce in China, with platforms like Taobao Live leading the way. Brands should incorporate live shopping events where products are demonstrated in real time, and consumers can interact with hosts or influencers. These interactive experiences drive immediate sales while also building a deeper connection with the audience.
2.2 Short-Form Video
Short-form video platforms like Douyin (the Chinese version of TikTok) offer immense potential for reaching younger demographics. Engaging video content, such as tutorials, product reviews, or behind-the-scenes content, can go viral and create brand buzz. These videos should be entertaining, informative, and ideally optimized for mobile viewing.
3. User-Generated Content
3.1 Encouraging Reviews and Sharing
Chinese consumers value peer recommendations and are highly active in sharing their experiences on platforms like Weibo and Xiaohongshu. Encourage your customers to share their experiences by offering incentives such as discounts or contests. UGC can greatly influence purchasing decisions and increase your brand’s credibility.
3.2 Collaborative Campaigns
Collaborating with local influencers (KOLs) and encouraging them to create their own content around your brand helps build authenticity. Such campaigns amplify your message to larger, engaged audiences.
4. Content Localization and SEO
4.1 Search Engine Optimization for Baidu
Baidu is the most popular search engine in China, and creating SEO-friendly content for Baidu is essential. This includes using keywords that are relevant to local search behavior and optimizing content for the Chinese language. Additionally, adapting your content for Baidu’s specific features, such as Baidu Baike (its encyclopedia), can improve your brand’s visibility.
4.2 Platform-Specific Content Strategies
Each Chinese social media platform has its own content guidelines and preferences. For instance, WeChat articles often consist of informative and in-depth content, while Weibo posts are shorter and more casual. Tailoring your content to fit the platform ensures better engagement rates.
Case Study: Nike’s Digital Content Strategy in China
Nike successfully captured the attention of Chinese consumers by focusing on locally relevant content. They incorporated local athletes, national sports culture, and celebrated Chinese holidays like the Mid-Autumn Festival. Nike also utilized the power of Douyin for short-form video campaigns and worked with KOLs to generate user engagement, contributing to its successful market penetration.
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!
