Most of day-to-day errands of Chinese consumers are performed digitally. These tasks may range from fashion, beauty, travel or health to grocery shopping, decorating, parenting or finance.
In order to capture attention of mass audience prospective companies need to handpick most suitable digital pathways to attract the right customer. In a report composed by Kantar Media CIC, the following four popular Chinese social media platforms are listed to reach the inspired audience.
China’s retail market in the hands of Social-Commerce
Big names in Chinese retail market (Taobao, JD, Tmall and Yihaodian) are all providing e-commerce solutions to its customers, due to availability of secure online payment methods and well integrated social platforms. For example; Taobao launched Weitao as its social app and Tmall developed FanEr. Taobao’s social app Weitao, is used for making a connection between seller and consumers. Weitao generates social feeds and allows a seller to put its dedicated store products online. These dedicated online stores are followed by the consumers and upon liking a product, with one click consumer can directly land on the product’s page. This is convenient for the consumer and promises sellers loyal customers at the same time.
On the other hand, social networking platforms are integrating e-commerce in their business portfolio. For example, “Little Red Book” a social e-commerce app provides its consumers a platform to buy products, share shopping tips and deals. This generates a trusted community of like-minded people that enjoys shopping.
Various other digital commerce channels are used in China to aid different means of sales. Trend in cross border buying has also taken a leap in China. Daigou and Haitao are commerce channels that are used for purchasing luxury goods from retailers in cities like Paris, London New York, Hong Kong and Tokyo. Other channels such as Nuomi and Meituan assists group sales. Xianyu serves second hand sales.
Video marketing in China
Reaching targeted customers with the help of video marketing is traditionally done by sites like Youku and iQiyi. These sites feature legal long-form content like TV dramas. Apart from traditional video sites there are video hosting sites such as, Acfun and Bilibili. These sites target young audience featuring animations and let audience make ‘real-time’ comments about the content that hovers over the screen.
There are short video apps named as Meipai and Miaopai which are also used by brands to show their short films regarding their products. Within minutes, Maybelline sold 10,000 lipsticks by doing live video session hosted by celebrity spokesperson @Angelababy. There are Live broadcasting apps known as Panda TV and Zhanqi TV which are also making its way to video marketing in China.
Mirror, Mirror on the wall, who is the smartest of us all?
Websites like Zhihu Live and Fenda pay its users to ask anything from celebrities. Some celebrities in China made exceptional amount of money by only giving out some juicy gossip about their personal life. Zhihu Live also offers live chat options where it netizens can have private sessions with experts regarding any topic. It can be said that these websites are like Quora or Jelly to some degree but Q&A sites in China are definitely on an advanced level.
Emergence of The Wang Hongs on KOL landscape
‘KOL’ stands for Key Opinion Leader. In China, people tend to follow trends and get influenced by celebrities, experts and Wang Hong (self-made cyber celebrity), who dominate KOL landscape. Experts persuade and inform masses about their experience and expert advice on beauty or fashion. Wang Hong is a new trend and reason to invest in KOL landscape where a self-made cyber celebrity creates personal brands and turns its followers into customers. Wang Hong and celebrities share their personal life on social media which makes it seem more authentic and therefore fans spend more on products promoted by them as compared to experts.
In China, foreign businesses need to understand the digital trends on local level for successful promotion of their products or services, which is quite doable if it gains attention of netizens. In summary, it boils down to “call for assistance” from an expert company when it comes to reaching Chinese customers digitally.