As a result of urbanization, growing disposable income, and social media influence, the China’s beauty market is facing a burgeoning demand for higher quality, premium, high-end brand products.
However, Chinese customers are proven less and less loyal to brands given the wide range of choices between national and international beauty brands in the Chinese market. Chinese consumers are not substantially loyal to brands, but they buy products based on:
- what they like,
- products at discounted prices,
- something beneficial for them.
It is difficult to find Chinese consumers who buy products of the same brands for life, they like to change and try new things. Therefore, both local and foreign brands need to find more relevant ways to establish a long-lasting image and relationship with their Chinese consumers.
Brand Loyalty in China is complicated, therefore how can beauty brands build customers loyalty in China? Here we will give you some tips on how to build brand loyalty in China.
How to create brand loyalty in China?
If a brand wish to expand to the Chinese market, it’s necessary to understand how to build brand loyalty in China. Cultural differences make the Chinese market a minefield for marketers, therefore, brands need to customize the customer loyalty strategy to meet the expectations of an audience with a unique cultural background.
In addition, customer loyalty problems increase because there is no direct relationship with the customer since the purchase channels are not always the same. But these channels, especially online ones, can be used to:
- study the behavior of your customers,
- push content that is relevant to them,
- use customer loyalty program to bring in more loyalty.
Localization is the key to create brand loyalty in China
The biggest challenge to winning in China is understanding the difference in Eastern and Western customer behavior.
In China, you cannot simply translate your message and expect the same level of interest from an audience with a different background.
Cultural conversations should be permanent and require long-term investment, only in this way can brands establish valuable relationships with consumers. In addition, brands must incorporate a digital strategy that speaks specifically to Chinese customers, making the brand’s history more relevant to Chinese consumers with the help of local communication channels.
Brands should follow beauty trends such as the widespread of lipstick consumption among Chinese customers and the use of relevant KOLs in this sector to influence and obtain reliability from customers.
The following image of the Perfect Diary marketing campaign in China is an example of localization, where the brand is using Li Jiaqi, the “China’s lipstick king”.
What are the beauty trends to watch out for to engage Chinese customers?
Beauty products with natural ingredients, the use of live streaming, increasing in male beauty are some of the new trends in the China’s beauty market. However, when we talk about brand loyalty 3 customers trends arise:
Digital is everywhere in China
Chinese customers discover brands via social media interactions or browsing deals on the internet. Therefore, having an omnichannel presence is necessary in China, even if you are focused primarily on selling in e-commerce platforms.
But what are the social media and platforms to sell your products in China? These are completely different from the western ones, therefore the presence on these platforms is necessary for your brand loyalty. Examples of relevant Chinese social media platforms and e-commerce platforms for beauty brands are Wechat, Xiaohongshu (social networks), Douyin (short-video platform), Zhihu (Q&A platform) Tmall, JD and Pinduoduo (e-commerce).
Interest in new and modern products
Chinese customers have an insatiable appetite for new and modern products, they are always looking to experiment with new products. If you can keep up and offer something new and exciting to your customers every week, they will no doubt continue to buy your products and become loyal buyers.
Reliability is everything for Chinese customers
Customers are very demanding when it comes to buying beauty products. They are very cautious in their choice and spend a lot of time online looking for information on companies and their products. Companies must earn their trust and to achieve this, you need to demonstrate that your products have real value and benefits.
The boom in live streaming in China is also due to this. Through live streaming, they can see what they are buying live and also trust more of your products and your brand thanks to the help of KOLs (Key Opinion Leaders and KOCs (Key Opinion Consumers).
How to localize your marketing strategy in the Chinese market?
Localized content and channels for Chinese culture and constantly changing customers’ needs
Firstly, Having a Chinese website fully customized for local customers is a good option as a window of brand’s value and products. However, a deep-seated presence on Chinese social media platforms before to create a Chinese website, is essential to reach Chinese costumers.
Secondly, collaborate with KOLs is useful to spread your message.
Last but not least, brands should react to the latest trend shifts immediately, to meet and reach the needs of Chinese consumers first. Chinese consumer isn’t very loyal, so you’re constantly having to invent new products, deals and gifts to keep them engaged.
Therefore, the challenge is open: How to turn Chinese buyers into loyal customers?
5 tips for beauty brands to build customers loyalty in China
Increase reliability by offering sample products
Nothing works like giving free samples of your product, especially in the beauty sector. It is the type of product that customers would like to hear, smell and see before making a decision, in particular the Chinese customer who tends not to trust brands and products if he does not know them. This is an excellent example of how to increase the reliability of your brand and products among Chinese customers.
In addition to offering a sample of the product, a company should suggest products that it believes will be useful to customers and offer them at a discounted rate, as the Chinese love discounts. When brands offer rewards like this, they will create a sense of excitement in the minds of Chinese customers when it comes to your brand, creating brand loyalty.
This technique is also very useful for getting feedback on new products. In this way you can understand what are new trends and needs of your consumers, which as we have already said are completely different from the western ones and are constantly changing.
In this way, brands would be able to know how to improve a product.
Brands can also send samples only to customers who have become “VIP” customers. VIP customers are people who usually:
- interact with you on your social media platforms,
- subscribe to the newsletter,
Exclusive VIP club for your Chinese customers
Exclusivity and being part of a “tribe” plays an important role in Chinese society and culture. Therefore, creating a VIP club within your loyalty program is a great option for developing brand loyalty. This functions as an internal circle, which can only be accessed by more dedicated members who in return receive access to specific group benefits.
If Chinese consumers receive particular and exclusive benefits from your brand, why shouldn’t they go back to buying your products?
Personalized products for Chinese beauty customers
Chinese customers love personalized products, everyone wants to feel special and would like to believe that the product was built exclusively for them.
For example, when Rihanna launched Fenty Beauty, her makeup line, it had 40 different shades of foundation available for the customer. Fenty beauty has pursued the “beauty for all” mission to create a diversified range of make-up shades, representing as many ethnic groups and skin types as possible.
Other brands have developed methods to create this product customization, for example to use facial recognition to analyze people’s skin to match them with the right products.
User-Generated Content (UGC) is the best recommendation for Chinese beauty customers
This is the best way to get more mentions on social media, more traffic, and, more importantly, drive loyalty like no other. UGC is pivotal for your brand’s growth because Chinese people trust recommendations from people who are like them. They would be more convinced to buy a product if it were to be recommended by a customer rather than a brand advertising campaign.
Brands should ask questions in a fun and engaging way and incentivize members to share personal information regarding their values, interests, and lifestyle.
Chinese buyers are not impulsive buyers and will always look for information before purchasing new products. One of their way of doing research is through forums and Q&A platforms like Zhihu.
These platforms offer tools for verified accounts to the published content and are a perfect place to create a community around beauty.
- Create and join such communities
- engage with them
- collaborate with KOLs
- push them to interact as much as possible.
Create a community of users of your beauty brand in China
Nothing guides the loyalty of Chinese consumers like having a community of users of your brand in the same place. The beauty industry in China is led by other customers who share tips and recommend products.
The brand should leverage the community to deliver more value to its customers.
With a community of users available to you, it’s about extending your imagination to give them more reasons to stay with you as a loyal customer.
How can a beauty brand manage its community in China?
Tools to manage your community in China:
Marketers who wish to foster brand loyalty in China should master platforms like Wechat, Weibo Xiaohongshu, and Douyin, otherwise, they won’t be able to reach this wide audience.
Wechat is the best tool to develop brand loyalty
Wechat is the tool to make your customer loyal, by providing them useful information and help them to meet others consumers with the same profile.
Wechat mini-programs are a good way to develop customer loyalty because, through the creation of the brand mini-program, people can receive special information and discounts. In this way brands give people new reasons to buy, showing:
- new products
- new products design
- products benefits
- brand information
If don’t Chinese people don’t buy!
With these mini-programs, brands can follow customer purchase phases and brand understanding phases. In this way it is possible to divide them into new customers, old customers, people who never buy or people who have bought and are available for re-buy.
Mini programs offer brands better segmentation of followers and therefore can send more target messages to these people.
WeChat Community management
On Wechat there are groups in which it is possible to create communities in which it is possible to share offers and new products, but it is not really for consumers, because they do not like to be all in the same group. It is more a community to animate new offers, new brand ideas aimed at new potential buyers.
Sellers who chat directly with consumers are also an excellent option for community management, but the brand must not forget that Chinese consumers expect high-quality sellers who offer customers a special relationship.
Brand loyalty is a daunting task, but GMA is your solution
Achieving brand loyalty in China is a daunting task, but definitely not impossible. If you find the right way, you will no doubt see a significant increase in your profits.
With social media come communities and followers that need to be managed. You have to manage what they say, manage negative reviews smoothly, help people find the answer to their question, conduct chats, guide followers and entertain them. Your community manager will be the face of your brand on social media, it is better to be picky when choosing one.
If you are up to the challenge, we are willing to give you the information you need for success. Contact us! GMA provides a wide choice of marketing and promotion solution to help you grow your business in China. We offer solutions for beauty brands like:
- Account Registration (Weibo, Douyin, Wechat, Little Red Book. We assist you with opening your official Account)
- Influencers, KOL & Celebrities (Use influencers, key opinion leaders and celebrities to give more power to your posts and campaign online especially in the beauty industry)
- Content Creation (It is extremely important to produce relevant and coherent contents, suitable for the Chinese cosmetics market)
- Manage Chinese Community (Manage well your community on Wechat or Weibo is difficult when you don’t know the specificity of the Chinese media landscape)
- Internet Word of Mouth – Buzz Marketing (Social media are the best way to spread viral buzz online and make netizens talk about your brand).
- Videos Marketing (Creat great short video to promote your brand on most popular Chinese social media especially for beauty brands).