Are you a foreign business looking for ways to enter the China market? With more than 850 million internet users and over 100 different social media platforms, China presents an enormous opportunity for businesses. And the foreign companies are seeking to expand business through digital marketing strategies in China. You should know that a well-thought digital marketing in China strategy can do miracles.
Brands are being more creative than ever and coming up with interesting and inspiring campaigns. Here are a few tips to follow if you want to succeed in the Chinese market.
1.Build Your Search Engine Visibility is Basic for Digital Marketing in China
Once you know that there’s a demand for your products and services in China, you will need a landing page or a website about your business in Chinese language. Next, you need to create search engine visibility for your brand by SEM and SEO. The Chinese consumers prefer brands with strong online reputation. Without a website, you can’t do SEO. And without SEO, you will be barely visible on the Chinese internet. When you’re not visible in the Chinese customer’s eyes, they assume that you are not reliable.
When the Chinese need to search information or check something: they use Baidu. Baidu has already become the first Search Engine with a 65% market share. Therefore, understanding that Baidu is the equivalent of Google in China will be critical for your digital marketing success in China.
2. Understand Chinese Social Media To Identify Best Channels
Unlike the rest of the world, China’s social media landscape is unique and constantly evolving. Every year, there are new social media apps in China. Due to this, it’s important for digital marketers to stay at the top of their game. Any business attempting to be successful with digital marketing in China needs to keep a close eye on what’s happening with these platforms.
Every social media platform has its unique customer base, demographics and interest groups. Only with a proper understanding of these platforms, you can identify the best way to run digital marketing campaigns to reach your target audience.
In 2024, the social media landscape in China continues to be dominated by several key platforms that cater to various demographics and content preferences. Here are the most popular social media platforms in China this in 2024:
- WeChat: With over 1.3 billion monthly active users, WeChat remains the leading social media platform in China. It functions as a super app, combining messaging, social networking, mobile payments, and e-commerce. Users spend an average of 70-90 minutes daily on the app, making it integral to daily life in China.
- Weibo: Often referred to as China’s version of Twitter, Weibo has around 600 million monthly active users. It is particularly popular among younger audiences for sharing news, trends, and personal updates. Users typically spend 30-45 minutes per day on the platform.
- Douyin: The Chinese counterpart of TikTok, Douyin boasts over 730 million monthly active users. It is a leading short-form video platform where users engage with a variety of content, spending an average of 88 minutes daily. Douyin is especially popular among younger users, with a significant portion of its audience under 35 years old.
- Xiaohongshu (Little Red Book): This platform has over 260 million monthly active users and is known for its focus on lifestyle content, product reviews, and e-commerce. Xiaohongshu is particularly popular among young urban women, making it a key player for brands targeting this demographic.
- Kuaishou: Another major short-form video platform, Kuaishou has around 600 million monthly active users. It is particularly popular in lower-tier cities and rural areas, attracting a slightly older audience compared to Douyin. Users spend about 85 minutes per day on the platform.
- Zhihu: Comparable to Quora, Zhihu is a knowledge-sharing platform that attracts users interested in professional networking and discussions. It has gained popularity for its focus on high-quality content and expert opinions.
These platforms reflect the diverse interests and behaviors of Chinese internet users, making them essential for brands looking to engage with this vast market.
3.Influencers are the Way to go for Digital Marketing in China
With Chinese netizens’ tendency to comment on and share everything they see online, content can quickly go viral. They trust and seek the judgements of experts, so, Key Opinion Leaders are the way to go if you want your content to be seen by many. KOL marketing is gradually being a top priority in social media communication. It occupies 60% of the digital marketing industry. KOLs has helped gross merchandise volume grow by 150%. Weibo, RED, WeChat, Douyin and Taobao Live have livestream hosts like KOLs to promote products.
In China, there are around 900 million internet users and 91% of Chinese online users have a social media account. 70% of Chinese users are purchasing products recommended by other social network users. Working with China KOLs can make it easy to get a sense of how the process works.
4. Build A Story Around Your Brand
One of the most important elements of a successful digital marketing strategy is content. Good content tells the story of the brand in a way that connects with the consumers. When marketing in China, you need attractive, well-designed content with engaging storytelling. This can ensure that the customers remember you and buy from you.
With the rising costs of acquisition, it’s important to invest in building a brand in the Chinese market. To build a brand, it’s important to have strong brand values that can be communicated consistently through the brand content on social media.
For instance, beverage brand Genki Forest gained popularity in China through its brand message – “0 sugar, 0 calorie, 0 fat”. It also created content around its superior, healthier ingredients by collaborating with KOLs. Genki Forest quickly evolved as an ‘internet brand’ in China and launched a Tmall store. In November 2020, the soft drink brand ranked 1st in the soft drink category both in Tmall and JD.
In summary, the COVID-19 outbreak has impacted digital trends globally, including China. There are expansions and innovations in China’s digital market this year. Such as growth in online streaming, dominance of e-commerce platforms,new retail concepts and automated stores, and building on-demand lifestyle services. If you want to enter China through digital marketing, just contact Deep Digital China for more information.
