It’s the right time for understanding key Chinese marketing strategies in 2023. For the past decade, numerous global brands have entered China. After three years of epidemic, China has finally returned to normal life now. A rebound in the economy is sure to follow. International companies should be ready for entering into China market. And now they see it as their main arena for growth as well as new, smaller businesses looking for opportunities to make a fortune in this country. So, for now the most important question remains as to what digital marketing strategy works well in China for 2023. Here listed 6 key Chinese Marketing Strategies in 2023.
Chinese website couples with Baidu SEO
The first and most important thing to do is to have a website available in Chinese. You should see it not as a separate hub of information but as a part of the digital ecosystem that consumers would pass till they reach the buying stage. If your main objective is to reach Chinese customers, an English website won’t be efficient. So make sure that you included Translation fees into your budget. You can also find a bilingual team member, or even better, Webmaster who could assist you during the whole process of creation.
Similar to the West, search engine optimization is one important pillar of your digital marketing plan. And in the Chinese market, Baidu is the king. Considering that +80% of Chinese consumers conduct intensive searches online (either on search engines, social media, or e-commerce platforms) to learn about products or services, being visible on Baidu is very critical to capturing targeted traffic to your website and ultimately generating sales.
Branding is everything in China: Brand Building and eReputation First
China is huge and thus the Chinese market is a complicated one in the sense that there are countless producers. Yes, merchants are selling everything you need for life here. Meanwhile, the legal system to protect consumers from fake goods is not yet as fully developed as in the West. Many consumers have been cheated with counterfeit products, fake reputable brands, and domestic brands that are expensive but of poor quality. Accordingly, they become paranoid and cautious toward less recognized or unbranded products.
Additionally, Chinese people buy brands not only for the functions they have but also to reflect their social status. Moreover, they improve how other people perceive them. Chinese consumers are willing to pay more if the brand can bring them prestige and respect in their social circle. That’s why luxury consumer products enjoy such phenomenal growth in China for the past 2 decades. Brand awareness should be your priority of focus if you are new to China.
Social Media as a Brand Awareness Tool
Social media marketing is of paramount importance to build e-reputation in China. Unsurprisingly for a country with 1.4 billion people, China possesses a massive amount of citizens on social media. China’s social network users are far more active than in other countries. The McKinsey survey shows that social networks have a larger impact on the buying decisions of Chinese consumers than on those of any other country. Weibo and WeChat are the two largest social networking platforms in China. They both exert significant influence in Chinese society and play an indispensable role in modern life.
No matter which platform you choose to do your branding on a Chinese social network, high-quality content that users repost or share is the most important element. Unique, informative, and interesting content will engage followers and attract new ones.
KOL as sales channels
Key opinion leaders play an important role in your digital marketing strategy. The rise of KOL had an important impact on the Chinese culture of consumption as Chinese consumers are looking up to them for suggestions and confirmation. A strong KOL marketing strategy has been the key to success for several international brands in China. According to a report of Boston Consulting Group, more than 70% of consumers, mainly young consumers aged below 30, are influenced by KOLs.
The most common form of cooperation with KOLs involves sponsored content creation. Brands find a KOL who likes their products and is a good fit for their positioning. They then negotiate and arrange for them to write promotional articles and recommend their products or services. KOLs can also share/ repost messages of brands or co-organize online campaigns.
PR, Chinese forums, and content marketing
Another powerful strategy is to tap into the large and active user groups on local forums. Forums in the West may be outdated but in China, it’s still significant. Large communities of similar interests gather on different forums to discuss their favorite topics.
For international brands, forums can be a source of valuable insights into your targeted customers as well as a place to seed your content strategy to increase brand awareness, expertise, and image. Consumers really care about feedback from other consumers. Positive discussions about brands online can greatly lead to more trust and sales, but negative ones spread fast like cancer and damage the brand image. Therefore, it is critical for brands to involve, monitor, and promote a positive reputation across forums.
Another advantage of being active on forums is that posts on forums rank highly on Baidu, thus contributing to your visibility on the most popular search engine. Baidu Tieba, Zhihu and Douban are the most popular forums in China.
Explore niche & specialized platforms
A solid presence on Wechat and Weibo is a must.
Meanwhile, you can take a look into more specialized platforms which serve unique niches. These smaller, passion-based networks allow western companies to connect with conversations that really matter and drive authentic traffic to your business. Adding niche social media would help foreign brands reach audiences who are truly interested in related products and services. The competition is not as tough and marketing costs are lower. For example,
XiaoHongShu (Little Red Book):
Females’ world of fashion and cosmetics
Keep: The Hub of Health and Fitness Enthusiasts
This platform is a great choice for international companies and brands that want to take part in the rise of the fitness industry in China.
Mafengwo: Chinese people’s favorite tour guide
For businesses in the tourism industry, this is the ideal place for marketing in China.
Above are the key Chinese marketing strategies summarized by Deep Digital China. If you are looking for entering into China market by digital marketing, just do not hesitate to contact us for further info.