The Chinese economy is growing fast. The numbers of business coming into Chinese has increased, competition is beginning to be rough, and customers are more and more demanding.
To face this competition and answer client demands you must adapt to the way the Chinese consume.
In China, the 21st century is the digital era. Here are 5 tips to sell your best products.
SEO, what are the main differences?
Google doesn’t exist in China. It’s blocked, and only a few people have access to it. It’s useless to do an SEO campaign with Google in China.
But, there are other Chinese search engines. So, you can do an SEO campaign on the other Search Engines. More information about Google VS Baidu!
Baidu, the leader
As you may know, Baidu is the second most used search engine in the world with an almost total monopoly over the Chinese market. So, to be viewable on the Chinese internet, you have to master an SEO campaign on this search engine.
First to be recognized by Baidu, you had better translate your website into Chinese and host in China. Hong-Kong can be a good alternative. You have to know the most efficient keywords. Like Google, you can choose a long tail strategy (more focus on what people look for, less competition and more efficient). Then, when you appear on Baidu’s first page, the first part of the job will be done.
Haosou.com The challenger!
With 24% market share Haosou (translation: good search) is the second search engine in China and is positioned as the clever search engine (contrary to Baidu).
Want to sell online? What are the favorite e-commerce platforms?
With the fast improvements in Chinese digital, people are using more and more devices to buy products or services. Before people buy on a new website, they need to trust it, and that’s the reason online selling platforms are the best way to sell your products. Our advice is to use your website as a showroom and then sell on platforms like Tmall, which is the most used in China. You can use this platform with every device, and in China, people use more their mobile devices more than their computers (70% of users buy with their smartphone).
If you want to sell online via online platforms (Jd.com, Tmall, Taobao, Yihaodian … ), you have to use a specialized agency or sell via a Chinese distributor that already knows how to sell and won’t destroy your brand (with massive discounts) or selling counterfeit items. (More information on China Tackles the Problem of Counterfeit Goods Head On)
As we just said, mobile is taking on greater importance in the world of e-Commerce. To take advantage, you have to adapt to people needs. And what do they need? The easiest way to buy that there is. There are so many ways to manage this new trend (apps, mobile website) but what we advise is a responsive website. A responsive website is a site which is the same from one device to another. Using a responsive site will get more loyalty and trust from your customers who will never feel lost.
Use social media to connect people with your brand.
To become close to your customers stay in touch with them. To keep this proximity, you have to be aware of which social networks are the most popular. The 2 most important networks are Weibo and Wechat. With 200 and 600 million users respectively, these social media networks are essential in your digital marketing strategy in China.
Chinese people are sensitive to “Guanxi“, your personal relationship or your circle, and Social Networks contribute to keeping the relationship with your friends.
Use Influencers to get trust!
In your social media strategy, you’ll find different ways to attract customers and keep them loyal. Hiring a key opinion leader will be beneficial. A KOL is someone who has a huge community behind him, from a celebrity to a blogger, they have a lot of followers, and their behavior is seen as an example. If you can entice them into using product or service from your company, people will imitate the behavior of their idol.
A competitor of UBER has launched a campaign to beat Uber (Beat U ) more information Chinese ride-sharing app Ucar slams Uber’s safety record with a celebrity-endorsed campaign.
Give a positive image of your brand
If you have to remember one word to succeed in your digital marketing strategy in China, this word has to be: online-reputation.
What is e-Reputation? We can define it as the message spread online about your company. The Internet has a different way to spread a message: If you’re viewable or not is important to your reputation. If you don’t easily appear when people demand, you’ve failed in your strategy. Social media is also a way to build (or ruin) an e-Reputation.
Social media is where people can share their opinions about your product experience, and it can help to boost the sales. Finally, forums specialized in specific topics are really important to your reputation, Baidu Zhidao(=quora) or Tianya a society forum.
- How to Enter into the Chinese Market
- 7 Social Media Strategies in China for 2016
- 5 Hot Trends in China