(Source: https://pltfrm.com.cn)
Introduction
China’s digital ecosystem is unlike any other in the world. With over a billion internet users and an increasingly sophisticated online shopping culture, gaining brand recognition requires a nuanced approach. This article outlines key strategies to help international brands enhance their digital footprint and drive brand awareness in China.
1. Leveraging WeChat for Brand Growth
1.1 WeChat Official Accounts
Setting up an official WeChat account allows brands to engage directly with consumers, offering a range of services from customer support to e-commerce transactions. A luxury brand, for instance, can integrate an e-commerce mini-program into their WeChat account for seamless shopping experiences.
1.2 WeChat Moments Ads
WeChat’s Moments feature offers brands the opportunity to advertise to a highly targeted audience. These native ads, which appear in users’ feeds, should be visually captivating and relevant to Chinese consumers. A travel brand can showcase beautiful destinations to WeChat users in specific regions, driving traffic to their website.
2. Utilizing Local Video Content Platforms
2.1 Douyin for Short-Form Content
Douyin (China’s TikTok) is a powerful tool for building brand recognition. Brands can create short, attention-grabbing videos that engage users, using popular trends and hashtags to boost visibility. For example, a snack brand might create fun, trendy videos featuring food challenges or unique recipes.
2.2 Kuaishou for Regional Targeting
While Douyin is popular among younger, urban audiences, Kuaishou caters to a broader, more regional demographic. Brands looking to engage rural or second-tier city consumers should consider investing in Kuaishou’s advertising options for better reach.
3. Building Consumer Trust Through Social Proof
3.1 User Reviews on E-Commerce Sites
Chinese consumers heavily rely on peer reviews when making purchasing decisions. Integrating user-generated content (UGC) into your brand’s digital strategy—whether through reviews or social media posts—builds trust. For instance, a smartphone brand encouraged users to share product reviews, leading to a 40% increase in conversion rates.
3.2 Social Media Advocacy
Engage your customers by asking them to share their experiences on platforms like Xiaohongshu (Little Red Book), a highly trusted platform for lifestyle and product recommendations. Brands can incentivize reviews with discounts or giveaways, encouraging organic brand advocacy.
4. The Power of Live Streaming
4.1 Douyin and Taobao Live for Interactive Sales
Live streaming has become an integral part of China’s e-commerce landscape. Brands can use live streams to showcase product features and interact with consumers in real-time, answering questions and offering exclusive deals. For example, a skincare brand used live streaming on Taobao to offer personalized product recommendations, resulting in a significant boost in sales.
4.2 Engagement-Driven Livestreams
Offering exclusive behind-the-scenes content or interactive Q&A sessions can generate consumer excitement. A fashion brand may stream runway shows or styling tips during peak shopping seasons, building a stronger connection with their audience.
Case Study: International Skincare Brand on Douyin
An international skincare brand launched a live-streaming campaign on Douyin to demonstrate its latest products. Partnering with influencers, the campaign reached millions of viewers and led to a 20% increase in sales over a two-week period.
Conclusion
Incorporating tailored content, leveraging key platforms, and building consumer trust are essential for gaining brand recognition in China’s digital marketplace.
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!
