Stop Making This Digital Marketing Mistake in China: 5Key Differences to Know
Looking to crack the Chinese market?
Learn how to navigate the unique digital marketing landscape in China and avoid critical mistakes.
Stop using your usual digital marketing strategies for the Chinese market!
The digital world and user behavior there are totally different, so your current strategies are likely to flop.
That’s why today I’m here to introduce you to the 5 biggest differences you need to understand, which are crucial for business owners and marketers looking to tap into Chinese market. Let’s goooo!
1️⃣ Mobile-Oriented vs. Desktop
🔍 In the west, desktop versions still dominate in all kinds of ways especially when it comes to business.
But in China, the majority of internet users’ first-hand experience with internet is through mobile.
According to Statista, the number of smartphone users in China is expected to increase by 359.3 million (+38.51 percent).
Chinese consumers are used to engaging with internet via mobile mobile, which can dramatically shift the digital marketing landscape.
For example, unlike many places where websites are central to digital marketing, in China, people use apps for everything.
Shopping on Taobao, scrolling on Douyin, and sharing on Xiaohongshu are the norms.
Desktop versions of these platforms are less common, and a lot of Chinese local businesses don’t even have a proper website.
So for the western brand, instead of focusing on building a website, SEO, SEM, businesses should focus on developing strong presences on mobile apps, especially social media apps.
A lot of social media apps are all-in-one platforms for business’s brand presence, digital marketing, paid ads and e-commerce.
Among all the social media platforms, Xiaohongshu is the one that works best for international business.
Why?
Check here for details.
2️⃣ Social Media Do and Don’t
Since social media is the go-to place for digital marketing in China, but the social media platforms, strategies, and even rules are so different between China and the West.
In the West, popular social media platforms include Instagram, YouTube, TikTok, and WhatsApp. Rather in China, it’s Xiaohongshu, Douyin, Bilibili, and WeChat.
Applying cross-channel or common lead gen strategies might get your social account blocked here in China!
Why?
Because unlike the west, the common practice is linking social media platforms to the business platform such as website, e-commerce shop, or your contact.
But in China, every social media is blocked from each other, which means driving traffic to other platforms is prohibited.
For example, on Xiaohongshu, if you leave any message like: “visit my website,” “contact me on WeChat,” “shop my product on Taobao,” Xiaohongshu will consider it as a violation of the rules.
Chinese social media platforms and apps prefer users to stay within their own ecosystems — that’s why all social media platforms in China build everything needed in users’ shopping journey, from the first interest to shopping, all on one social media platform.
3️⃣ KOL (Key Opinion Leader) Marketing
Although affiliate marketing is more common in the West, KOL marketing enjoys bigger share in China,
In China, you can’t link anything on the social media platform which is considered a violation of the rules, so affiliate links don’t really work.
KOL marketing on social media platforms is the most common strategy for brands to increase awareness.
Therefore, more users will look for the brand and purchase by themselves on other platforms, or shop directly on the social media platform where KOLs can link their product under the post.
4️⃣ One-Stop Shopping Experience on Chinese Social Media
E-commerce and social media are deeply integrated in China.
As social media platforms prohibit linking anything outside, they tend to build their own e-commerce systems within the platform. Integrating product listings, reviews, and direct purchases without leaving the app.
So Chinese consumers often shop directly through social media apps like Douyin and Xiaohongshu.
In contrast, Western consumers typically use dedicated e-commerce platforms like Amazon or visit brand websites.
Brands in China can leverage Xiaohongshu shop for e-commerce, where influencers (or Key Opinion Leaders) showcase products live, and viewers can purchase items in real-time.
5️⃣ Email Marketing is Kinda Dead
In China, email marketing isn’t as effective as in the West.
Chinese users don’t rely on email for communication. Instead, WeChat is the go-to platform for lead generation and customer relationship management (CRM).
Collecting email lists isn’t effective; instead, businesses should focus on adding clients on WeChat, messaging them directly, or posting updates on WeChat Moments.
Key Takeaways
- Mobile-First Approach: Prioritize mobile apps over desktop websites to reach Chinese consumers.
- Social Media Strategy: Utilize popular Chinese platforms like Xiaohongshu, Douyin, Bilibili, and WeChat.
- WeChat for CRM: Shift from email marketing to WeChat for direct client communication and lead generation.
- E-commerce Integration: Leverage social media’s integration with e-commerce for seamless shopping experiences.
By adapting your digital marketing strategy to align with Chinese consumer behaviors, your business can effectively engage with and capture the attention of this dynamic market.
Conclusion
Digital marketing in China requires a different approach compared to the marketing strategies used outside China.
Focus on mobile apps, embrace unique Chinese social media platforms, integrate e-commerce with social media, and use WeChat for direct communication.
Want more tips on cracking the Chinese market? Visit www.chinamarketingzl.com and let’s work together to grow your business! 🚀
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