Why must Western brands adapt to the country’s culture to enter the Chinese market? Is there really such a big difference? The answer is yes.
Here we share 5 tips for Western companies in China.

5 Tips for Western Companies in China: Insight on the Chinese market

The Chinese consumer market is the fastest-growing worldwide, and it is rapidly becoming a substantial audience for global brands. 

However, Western companies that decide to use Chinese social media to enter this market face several challenges: cultural differences, different and more dynamic use of social media and language barriers.

Managing these complexities is essential for Western companies looking to establish themselves in China’s dynamic social media landscape.

5 Tips for Western Companies to successfully expand in China

1. Understand the way to connect with Chinese consumers and Prioritize Mobile Optimization

Chinese consumers exhibit greater skepticism towards online content and products compared to their Western counterparts. They are meticulous researchers and frequently engage in comparative shopping. To succeed in the Chinese market, businesses must make a strong first impression and emphasize aspects like Quality, Pricing and Customer care.

Additionally, Chinese consumers demand personalized services and proactive communication throughout the buying process, focusing on the product and brand authenticity. This unique consumer behavior has driven the rapid growth of social commerce, with KOLs (Key Opinion Leaders) playing pivotal roles in bridging the gap between brands and Chinese consumers.

Among the global population of 3.5 billion social media users, a substantial 1 billion originate from China. Consequently, to efficiently reach Chinese customers, it’s imperative to ensure that your website is tailored for seamless mobile access.

Your potential customer base heavily depends on smartphones and tablets for discovering and making purchases of products and services.

2. Get to know the competition

To start, it’s essential to recognize that Chinese consumers possess a keen sense of brand awareness but tend to be less brand loyal. This characteristic presents an advantageous opportunity for new companies looking to establish themselves in the market. Regardless of the product or service you intend to offer, meticulous pricing analysis in comparison to competitors is crucial.

Moreover, your online presence should be thoughtfully crafted to capture the attention of potential customers. In China, social status holds significant importance, and your product or service should aspire to elevate the consumer’s status.

Familiarizing yourself with the Chinese calendar, including holidays often overlooked by Western companies, is another essential step to penetrating the Chinese consumer market effectively.

By optimizing your content to specifically target Chinese consumers, you can expand your reach in the world’s largest and fastest-growing consumer market.

3. Actively engage on local social media platforms

Coping Western marketing strategies for a Chinese customer base is not a recipe for success; it can lead to market failures. However, leveraging social media provides an excellent avenue for local engagement with potential consumers.

Platforms such as WeChat, Little Red Book, and Douyin (TikTok) offer exceptional opportunities for digital marketing to the Chinese audience.

WeChat, operated by Tencent, reigns as China’s most popular mobile app, serving various purposes. Effective China marketing strategies should include leveraging this app. Utilize modern techniques like influencer marketing to amplify the reach of your content, generating leads and sales.

Establishing an official WeChat Business Account is essential, as Chinese consumers often approach new brands with a degree of skepticism.

Consider creating a WeChat Mini-Program, a sort of website within the WeChat ecosystem. These mini-programs enhance the user experience by consolidating various tasks within a single app.

While WeChat should be a pivotal component of your digital marketing plan, don’t overlook the potential of “smaller” social media platforms specific to your industry. Tailor your approach to find the right platform that aligns with your business goals and target audience.

4. Collaborate with Key Opinion Leaders (KOLs) 

It is crucial to have a deep understanding of your consumers. Beyond gender, the primary criteria for segmentation are age groups and socioeconomic status. For example, the needs of Chinese millennials differ significantly from those of older generations or individuals in higher income brackets.

Comprehending the diverse lifestyles and behaviors within China enables your brand to genuinely connect with your target audience. Social media serves as an effective tool for practicing cultural communication through precision-targeted campaigns.

Key Opinion Leaders (KOLs) are indispensable for any successful social media marketing campaign. They play a pivotal role in endorsing your brand and bolstering your credibility.

In fact, KOLs are intricately linked with the trends in China and are frequently engaged by businesses for their influence over the community.

5. Create an optimized website for Chinese consumers

Creating a Chinese website is the key to connecting with your Chinese target audience. But it involves keeping several crucial elements in mind: crafting high-quality content in the Chinese language, utilizing local website hosting services, and securing a “.cn” domain to enhance your online presence.

First of all, when developing content for a Chinese audience, it’s imperative not to merely translate the English version of your website and marketing materials.

Secondly, producing valuable and high-quality content tailored to Chinese consumers drives traffic to your website and enriches users’ online interactions with your brand. In a digital age inundated with information, brands that offer content of genuine value gain a distinct competitive edge.

Finally, regarding hosting, there are essential considerations to explore. While you can physically host your website anywhere globally, this approach won’t effectively serve your objectives in the Chinese market. Therefore, you can host your website within mainland China for optimal speed and to navigate the challenges of the “Great Firewall of China.” Alternatively, you can opt for a fast cloud service located in China or a nearby geographical area.

The potential of Chinese consumers

While it may be challenging to reach Chinese consumers, this market holds the greatest potential for Western companies. China stands as the world’s largest e-commerce market, housing millions of individuals with substantial buying capacity, offering foreign brands a significant opportunity.
Notably, the appetite for foreign brands in China remains robust, and this demand isn’t confined solely to luxury products. This is why relying on marketing agencies such as Long Advisory is critical to ensure you successfully enter the Chinese market, effectively reaching your target audience through strategies tailored to your company.

Long Advisory digital marketing agency in China

Long Advisory supports American and European companies in China through digital marketing. In fact, our experience has led us to believe that today, the best and most convenient approach to making your brand well-known in China is through a digital approach. Furthermore, thanks to our know-how, we know how to make your brand known to potential Chinese consumers. With the effective coordination of Long Advisory, your company will see a new rise in the largest market in the world: China.

Long Advisory is a digital marketing agency specializing in developing digital marketing solutions tailored for the Chinese market. 

Interested in expanding your brand in China? Contact us for more info and details at info@longadvisory.eu

GO BEYOND THE WALL