(Source: https://pltfrm.com.cn)
Introduction
A digital marketing strategy that works in the West will not necessarily be effective in China. Understanding the digital landscape and consumer behavior in China is crucial for building a successful strategy. This article covers the key elements of creating a comprehensive digital marketing strategy that drives results in China.
1. Understanding the Digital Ecosystem in China
1.1 The Dominance of Local Platforms
In China, platforms like Baidu, WeChat, Weibo, and Douyin (TikTok) dominate the digital landscape. Unlike Western platforms like Google and Facebook, Chinese platforms offer unique opportunities for engaging with customers. Understanding the strengths and purposes of each platform is crucial to tailor content and advertisements effectively.
1.2 Mobile-First Culture
China’s digital consumption is mobile-centric, with over 90% of internet users accessing online content via smartphones. This mobile-first culture means that all digital marketing strategies must prioritize mobile-friendly formats, from ads to websites and payment methods.
2. Leveraging Social Media and Influencer Marketing
2.1 Engaging with KOLs
Key Opinion Leaders (KOLs) are central to marketing in China. These influencers have vast followings and can help boost your brand’s visibility. By collaborating with KOLs who resonate with your target market, you can build authenticity and trust. Select influencers based on their relevance to your product and audience demographic.
2.2 Social Commerce
Social commerce is a growing trend in China, where social media platforms like WeChat and Weibo are used for product discovery and direct purchases. Engage in social commerce by promoting your products on these platforms, offering time-sensitive promotions, and leveraging user-generated content.
3. SEO and Paid Advertising on Baidu
3.1 Baidu SEO
Baidu is China’s dominant search engine, similar to Google in the West. Optimizing for Baidu requires a deep understanding of local search behaviors and trends. Focus on high-volume Chinese keywords and ensure that your website is Baidu-friendly by incorporating Chinese-language content, optimizing your mobile experience, and improving site speed.
3.2 Paid Ads on Baidu
Paid advertising through Baidu’s pay-per-click (PPC) system can also increase visibility. Advertisers can bid on keywords to appear on the search engine results page (SERP). By running Baidu ads, you can reach your target audience more directly, especially when organic reach is limited.
4. Adapting Content for Local Tastes
4.1 Localized Video Content
Video marketing is incredibly effective in China, especially on platforms like Douyin and Kuaishou. Creating localized video content that showcases your product in a fun, interactive, and engaging manner helps to build brand awareness and connect with younger, tech-savvy consumers.
4.2 Storytelling and Community Building
Chinese consumers value relationships and shared experiences. Build a community around your brand by telling stories that resonate with local values, from family-centric narratives to content celebrating Chinese holidays. This helps to humanize your brand and foster loyalty.
Case Study: L’Oréal’s Digital Marketing in China
L’Oréal’s successful digital marketing strategy in China can be attributed to their heavy use of KOL partnerships, innovative use of live-streaming, and content creation tailored to local platforms. They’ve integrated their marketing efforts across WeChat, Douyin, and Tmall, blending influencer promotions with localized content. Their success demonstrates the power of aligning a global brand with the local digital landscape.
Conclusion
To succeed in China’s competitive digital market, you must understand the local platforms, optimize your content for mobile, and leverage social media and influencers to reach your audience. By developing a robust digital marketing strategy, your brand can build a strong online presence and thrive in China.
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!
