(Source: https://pltfrm.com.cn)
Introduction
China’s digital ecosystem can be a double-edged sword for overseas brands—offering immense opportunities but also exposing them to rapid reputational risks. A digital storm can erupt unexpectedly, threatening your brand’s standing with Chinese consumers. With over a decade of experience in localization, we’ve outlined essential strategies to help overseas brands protect their reputation during turbulent times in China.
1. Develop a Crisis Communication Framework
1.1 Create a Response Protocol
Establish a clear protocol outlining who handles what during a crisis, from PR to legal teams. This ensures a unified response across all channels, minimizing confusion. For overseas brands, include China-specific guidelines to address local sensitivities.
1.2 Set Communication Timelines
Define strict timelines for your initial response, aiming to address the crisis within hours. Chinese consumers expect quick reactions, so a delay can worsen the situation. Pre-set timelines help your team act decisively under pressure.
2. Prioritize Cultural Sensitivity
2.1 Understand Local Values
Missteps often arise from cultural misunderstandings, so ensure your response respects Chinese values like community and harmony. For example, avoid overly defensive language, which can be seen as dismissive. Instead, focus on collaborative solutions that resonate locally.
2.2 Localize Your Messaging
Adapt your communication style to fit Chinese platforms and audiences, using appropriate tone and language. A message that works on Western platforms like Twitter may fall flat on WeChat. Work with local experts to craft messages that feel authentic to Chinese consumers.
3. Control the Narrative Proactively
3.1 Issue an Official Statement
Release a clear, concise statement on platforms like Weibo to address the crisis head-on. Ensure the statement is factual, empathetic, and outlines your commitment to resolving the issue. This prevents misinformation from filling the void.
3.2 Amplify Positive Messaging
Counter negative sentiment by sharing positive stories, such as your brand’s contributions to the community. For instance, highlight a recent CSR initiative to shift focus. Use paid ads on Douyin or RED to amplify these messages and regain consumer goodwill.
4. Strengthen Post-Crisis Relationships
4.1 Rebuild Consumer Trust
Engage consumers with initiatives that show your commitment to their satisfaction, like offering discounts or improved services. Publicly share these efforts on social media to demonstrate accountability. This can turn detractors into advocates over time.
4.2 Maintain Ongoing Communication
Keep the conversation going with regular updates on how you’re preventing future issues. For example, share behind-the-scenes content about quality improvements. Consistent communication reassures consumers that you’re invested in their experience.
Case Study: A Fresh Food Brand’s Response in China
In 2021, a U.S. fresh food brand faced a crisis when a viral video on Douyin claimed their imported vegetables were contaminated. The brand issued an immediate statement on WeChat, sharing safety certifications, and partnered with a local health expert for a live Q&A on RED. Their proactive approach restored consumer confidence, leading to a 10% sales increase the following quarter.
Conclusion
Protecting your brand during a digital storm in China requires a strategic, culturally sensitive approach. These strategies help overseas brands weather the storm and emerge with a stronger reputation.
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!
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