The User Behaviours
Chinese consumers research a lot about the brand before buying online. They are more likely to trust a brand with third-party accreditation. For example, Chinese consumers are more likely to trust brands with CE, FCC, FCA or CCC certificates. Brands with these certifications reassure consumers about the quality of the products and build trust in the brand.
On average, one Chinese consumer spends over 4 hours online daily. Most of their online time is spent on social media. Social media has evolved in the past few years, and user behaviours also have changed. More and more users search for information on social media instead of search engines. Many Chinese consumers use social media platforms to share their experiences with brands and products. Products with many positive online reviews are most likely to be trusted by other consumers. Recommendations by influencers can be compelling too. Some social media platforms also offer e-commerce functions to expand their reach and sell the right products at the right time. It makes social media platforms more prominent when marketing in China.
Is your business using social media platforms in China?
Social Media is usually overlooked when entering China. Many brands would focus on SEM as it drives fast results, whilst the ROI of social media marketing is considered hard to measure. However, the landscape has changed, and it is inevitable to include social media in the strategy even when first entering the market. Many mainstream Chinese social media platforms can drive fast results and exceed SEM in some sectors. Brands should carefully select the ones that meet their audience segments and objectives.
Here are some platforms you may want to consider:
- WeChat, Douyin (TikTok), and Weibo are the top 3 platforms great for driving traffic.
- Xiaohongshu (Red), bilibili, Zhihu and Douyin (TikTok) are the fastest growing platforms to consider
- Xiaohongshu (Red) and Weibo have more female users
- Bilibili, WeChat and Kuaishou are more prevalent among male users. Whist, Douyin is more balanced in gender division.
- Bilibili is a good option for targeting younger generations
- Douyin (TikTok) native ads are perfect for selling popular products.
- Xiaohongshu (Red)is ideal for content seeding amongst young people.
- Zhihu is a knowledge-based community that connects online and offline.
How to use Chinese social media to cultivate your brand?
Chinese consumers are active on social media and are more likely to be influenced by social media posts than other forms of marketing. Social media has become the best place for brands to reach out to consumers and generate sales. The power of social media is also amplified by influencers / key opinion leaders (KOLs).
Once the social media platforms are selected, brands should also follow these four steps.
- Use social media for content seeding
Content seeding targets users in the initial phases of the buyer journey. It aims to attract visitors and bring them back again. The content usually generates interest and gets users involved in a community. This may include discussions, polls, contests, and other activities.
- Optimise your social media content
Social media content is just as important as the brand itself. It helps brands connect with users and enable users to make better decisions regarding products or services.
By optimising social media content, you can reach an even broader audience. There are many methods to optimise your social media content, such as ensuring the profile page is engaging, using hashtags in posts, posting regularly, and encouraging people to share
- Consider KOL marketing
Collaborating with KOLs can extend the reach of the business and generate more sales. But, be sure to do extensive research before you choose any KOLs. The appropriate KOLs can have a significant impact on the success of your product or service.
- Add eCommerce function to your social media
Never miss an opportunity to sell your products. Sync e-commerce function with social media so that your followers can instantly view, buy and share their favourite items
User behaviour has changed dramatically in recent years, with people now using multiple channels to research and find products they trust. Search engines are no longer the only way users discover new products and brands.
Social media has become a vital part of the user journey, with people using platforms like Xiaohongshu and Tiktok to research products and find recommendations. This shift in behaviour has been driven by a need for more personalised and trustworthy recommendations.
To stay ahead of the competition, you must understand the changing landscape of user behaviour and adjust your marketing strategy accordingly.