(Source: https://pltfrm.com.cn)
Introduction
For international brands looking to expand in China, working with local digital talent is a key to success. This article explores how brands can strategically partner with local figures to enhance their presence and engagement in China’s competitive online space.
1. Understanding the Local Digital Landscape
1.1 The Role of Digital Platforms
China’s digital ecosystem is vastly different from the West, with platforms like WeChat, Douyin (Chinese TikTok), and Xiaohongshu playing pivotal roles in consumer behavior. Brands must understand where their target audience spends their time to choose the right influencers.
1.2 Emerging Platforms
Newer platforms, such as Bilibili, are growing rapidly, particularly among Gen Z. Tapping into these platforms requires knowledge of their unique audience segments and content style.
2. Identifying the Right Digital Talent
2.1 Audience Fit
Successful influencers in China have dedicated audiences. Brands should look for influencers whose followers align with their target demographics in terms of age, location, and interests. For example, fitness influencers on Xiaohongshu often have young urban followers interested in health-conscious products.
2.2 Influence Quality Over Quantity
While large follower counts are tempting, engagement rates are a more accurate measure of an influencer’s effectiveness. Brands should focus on micro-influencers who generate strong community interactions, as their endorsements tend to be more authentic and trusted by followers.
3. Collaborating Creatively with Influencers
3.1 Co-Creation of Content
Rather than just paying for advertisements, brands should collaborate with influencers to create content. This partnership approach ensures that the content feels authentic and resonates more with the audience. It also gives influencers the creative freedom to align the message with their personal brand.
3.2 Interactive Campaigns
Influencers can host live-streaming sessions where they interact with followers in real-time. These sessions are an effective way for brands to showcase products, answer questions, and create a sense of exclusivity and urgency around their offers.
4. Monitoring and Measuring Influencer Success
4.1 Data-Driven Metrics
To understand the effectiveness of an influencer campaign, brands need to track key metrics such as engagement rate, click-through rate, and conversion rate. Most platforms provide analytics tools to measure these outcomes.
4.2 Long-Term Relationships
Building long-term relationships with influencers helps in fostering brand loyalty among followers. Consistent partnerships create a stronger association between the brand and the influencer, building trust over time.
Case Study: An International Fashion Brand’s Douyin Success
An American fashion brand collaborated with a Chinese influencer known for her stylish, yet affordable fashion choices. They co-created a limited-edition collection and used Douyin live streams to engage with her followers directly. This partnership resulted in a 30% increase in sales during the campaign period.
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!
