(Source: https://pltfrm.com.cn)
Introduction
Creating content that captures the attention of Chinese consumers is critical for overseas brands entering this fast-paced digital landscape. This article covers the most effective practices for crafting content that resonates deeply with audiences in China.
- Aligning Brand Messaging with Chinese Consumer Values
1.1 Emphasizing Family and Community- Strong Community Bonds: Chinese culture highly values family and community, which should be reflected in brand messaging. Brands that emphasize themes of togetherness and familial connection, especially during significant holidays, often resonate well.Community-Driven Campaigns: Focusing on the communal benefits of a product, such as bringing people together or enhancing social connections, can create a powerful emotional appeal for consumers.
- Trust as a Priority: Chinese consumers are highly discerning and prioritize product quality and safety. Messaging should emphasize the reliability, durability, and quality assurance of the product, potentially featuring any certifications or accolades.
- Quality-Driven Content: Content that shows the manufacturing process, quality tests, or testimonials from trusted figures adds credibility and builds trust among the audience.
- Developing Platform-Specific Strategies
2.1 Utilizing WeChat for Engaged, Informative Content- In-Depth Articles and Mini-Programs: As WeChat is widely used for news and practical information, brands can create articles or guides that offer valuable insights, tutorials, or industry information. Mini-programs within WeChat can also engage users with interactive experiences or tools.Building Private Communities: WeChat allows for the creation of private groups, where brands can foster a close-knit community of loyal customers, sharing exclusive content and promotional updates to increase engagement.
- Visual Appeal on Xiaohongshu: Known as the go-to platform for beauty, lifestyle, and fashion, Xiaohongshu favors visually attractive, well-designed images or short clips that showcase product aesthetics and quality. User-generated content also has a strong impact here.
- Douyin’s Fast-Paced Videos: Content on Douyin (TikTok’s counterpart) should be dynamic and fast-paced, with trends that align with current popular music, themes, or styles. Brands should keep the videos short, engaging, and with a clear call-to-action to prompt immediate user interaction.
- Leveraging the Power of UGC (User-Generated Content)
3.1 Encouraging Reviews and Testimonials- Building Authenticity: User reviews and testimonials hold significant influence in China. Brands can encourage satisfied customers to share their experiences on platforms like Xiaohongshu or through WeChat Moments, where they’re seen by friends and family.Offering Incentives: Providing discounts or small rewards for UGC can motivate users to share their honest opinions, and seeing real experiences from other users helps build trust among potential customers.
- Sharing Customer Stories: Highlighting personal customer stories in campaigns, such as how the product helped improve their lives or solve a problem, creates relatable content. This type of content appeals to the audience’s desire for authenticity and connection.
- Featuring Everyday Scenarios: Campaigns that portray real-life scenarios using the brand’s products help potential customers visualize how the product fits into their own lives, making the content more relatable.
- Utilizing Data for Personalization and Relevance
4.1 Personalized Marketing Campaigns- Customization for User Segments: Data insights allow brands to tailor campaigns to specific user segments, creating more relevant content. By grouping users by age, location, or interests, brands can deliver highly relevant messaging.Hyper-Personalized Content: Brands can use personal data to craft hyper-personalized messages, such as recommending products based on past purchases or behaviors, leading to higher engagement and conversion.
- Anticipating Market Changes: Predictive analytics can help brands stay ahead of trends by anticipating shifts in consumer preferences. This allows for proactive content that addresses evolving needs.
- Real-Time Adaptation: By tracking real-time user interactions, brands can adjust content or messaging quickly if they see lower engagement rates, ensuring their campaigns remain relevant.
- Interactive Content to Drive User Engagement
5.1 Quizzes and Polls for Engagement- Interactive Polls and Quizzes: Integrating quizzes or polls in content can engage users by allowing them to actively participate. For example, a quiz on skincare types with product recommendations based on results can be an interactive way to drive interest in the product.Social Sharing of Results: Allowing users to share their quiz results on social media can help the content reach a wider audience, driving organic engagement as users invite friends and followers to participate.
- AR Try-Ons: Some e-commerce platforms in China allow users to try on products virtually, such as makeup or accessories. Incorporating AR into content gives users an interactive way to experience the product before purchasing.
- VR Brand Experiences: Creating immersive VR experiences, such as a virtual store or tour, can captivate users’ attention and showcase a brand’s products in a memorable way.
Case Study: Global Fashion Brand Y’s Approach to Content in China
Fashion Brand Y, a European apparel company, found success in the Chinese market by emphasizing UGC and interactive content. To engage customers on Xiaohongshu, they encouraged users to share outfit posts, showcasing how they styled Brand Y’s pieces. The brand offered discounts for those sharing quality posts, which not only increased brand visibility but also built a loyal community. They further expanded this strategy by creating AR experiences on their website, where users could virtually try on accessories. As a result, Brand Y achieved a 60% rise in their Xiaohongshu following and a noticeable boost in online sales within the first year.
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!
