Brand Solutions for China E-commerce
June 23, 207
This is the most important question, you have to adopt an intelligent strategy to stand out from the crowd in this lucrative, yet fiercely competitive arena. Here are some key tips from our experience working with a host of brands.
FOCUS ON THE MOST REQUESTED BUSINESS SECTORS
It is often anti-productive to tackle an overtly niche market, rather tailor and cater your product to existing demand in Mainland China. This is especially true here where the efforts required to be visible are multiplied in a more complex marketplace. Focus your efforts on one of the leading sectors of the Chinese e-commerce, such as ready-to-wear, cosmetics or high- tech products and carve out your USP here.
PROPOSE SHORT DELIVERY TIMES
Chinese consumers are accustomed to receiving their parcels quickly. Many online shops even offer same-day delivery, as long as you live in one of the large, well-served cities. Ensure you offer the quickest delivery time possible and to be assured to work with a trusted partner carrier. Speed is everything in hectic, modern China (including being first to market).
UNDERSTAND THE HABITS AND CUSTOMS OF THE COUNTRY
Each country has its own culture and habits which in turn affects purchasing behaviours. So while the Americans have their “Black Friday”, the Chinese consumerist madness is fully expressed on November 11, a day where we celebrate ‘singles day’. This is the day of all records for online sales: the total amount of purchases made by the Chinese during this one day has exceeded $ 10 billion last year.
BRANDING IS KING FOR E-COMMERCE IN CHINA
Branding is everything in China, the Chinese buy brands. This is a society fixated on status and how they are perceived, the number one way to denote this is through purchasing choices. As previously stated some 80% of brands were refused from Tmall, why? Because they lacked brand awareness.
To develop a brand you need to create a ‘buzz’ on the right social media channels with quality content, build up your following and ensure you are featured in e-media sources. Ranking highly on Baidu (China’s Google) and having influential Chinese figures reference you is a strong way to create an impact.
Evidently this requires a large budget so for some brands a multi-tiered approach is required where they build on each aspect over time with a long term campaign designed to manage their status and reputation.
INVEST IN MOBILE DEVICES FOR E-COMMERCE IN CHINA
More than one Chinese user in two has a cell phone and 315 million buy on the internet – that’s twice as much as the Japanese and it’s 6 times the number of the UK online purchasers. It is estimated that 7 out of 10 online purchases are now made on mobile, thanks to the pivotal role of social media. All commerce activity has be optimised for mobile in China, there is no question.
OFFER A SIMPLIFIED PAYMENT PROCESS
Over 60% of Chinese say that their online purchases are driven by simplicity. Be sure to present clear information and really high quality images with clear call to actions set up to drive consumers the right way along an intuitive lead funnel. Highlight the secure nature of the payment and utilize payment methods Chinese netizens trust, like Alipay or WeChat pay.
OPTIMIZE YOUR PRESENCE ON BAIDU
It is integral to develop your visibility on China’s portal to the web through optimization techniques in terms of both building your Chinese website / ecommerce store as well as building backlinks, releasing quality content and having third parties reference you. Hosting your
site in China on a local server is also instrumental to speed of load time and therefore ranking on Baidu.
Baidu SEO is a long term solution as ranking highly allows you to reduce Baidu ad spend.
ADS IN CHINA
Ads also need to be targeted at the right demographics for your product. PPC (Pay Per Click) advertising on Baidu needs to be based on specific keyword searches to drive the most qualified traffic to your store. Display ads are less popular in China so you will have to utilize paid links.
The ad needs to be constructed in the right way with quality ad copywriting optimized for the first line of Mandarin Characters. Then you need to ensure that targeted traffic based on keywords is being driven to the most relevant landing pages to increase the likelihood of purchases and further product browsing.
KOL’S / INFLUENCERS
There are a whole set of influencers online in China who have built large followings around themselves. These ‘Opinion Leaders’ can be recruited to represent your brand and post content on product releases, new lines and favourable sentiment about the brand.
The most important strategy is to curate quality posts, monitor and access the posts for feedback and interested consumers. Influencers cannot be expected to also act as a customer service figure, you pay for access to their community and must monitor this closely yourself. Some influencers are better for branding whilst others focus on sales. Links to your online stores can be embedded into posts.
You need help for Chinese e-commerce?
Just contact us! ETOP Holdings is your best e-commerce partner!