hey guys this is Erica welcome to my
channel today I'm going to cover the
basics of Chinese digital marketing by
basics I mean I will introduce the
available social media and internet
platforms for you as a business to sell
to the Chinese people before I get into
it if you haven't please click the
subscribe button and a notification bell
I know this channel is intended for
vlogs beauty and fashion related content
but my day job is teaching to your
marketing at the University of Melbourne
so since it takes a quite a huge chunk
of my life I decided I might do a whole
series of content about Chinese
marketing for entrepreneurs and Western
businesses to become more informed on
how you could sell you amazing products
or services to the Chinese people I know
many businesses want to target the
Chinese consumers whether the ones
living in China or the ones residing in
Western countries however it has always
been this huge barrier consisting of
language and cultural differences most
of all the censorship since most Western
platforms like YouTube Facebook
Instagram are blocked in China they are
inaccessible in most parts of China also
China sort of has their own version of
all the social media platforms so even
the Chinese people living in Western
countries like me spend at least half of
the time on the Chinese social media
apps that is what I'm going to talk
about today the very basic fundamental
thing to know about Chinese marketing is
what channels are available to you as a
marketer and what each of them is
suitable for so if you're interested to
take the first step to reach your
Chinese audience make sure you keep on
watching the first platform to be
introduced is which app if you don't
know what we chat is it is the app that
literally every Chinese wherever they
are in the world uses to communicate get
information and do all kinds of things
like transfer money shopping etc I won't
get into all the features we chat has
because there are so many but think of
each other as a combination of whatsapp
Facebook Linkedin just with a whole lot
more integrated functions WeChat is
nowadays a powerful ecosystem it even
has many apps aka many programs so which
I users won't ever have to leave the app
the main point is that as we China is
what the Chinese people use on a daily
basis talking to friends and family and
learn about the lives of those they are
friends with and receive news through
articles by subscription
accounts it is a channel to be taken
advantage of for marketing purposes most
Chinese brands and businesses target the
Chinese customers through WeChat some
Western brands have already recognized
the importance of WeChat and have
started to act on it I would say we chat
is good for brands and industries of all
kind given the wide range of features
and demographics on WeChat and also just
because of everyone's heavy reliance on
the app the second platform I'm going to
talk about is Xiao Hong fool now I
absolutely adore this platform because
I'm actually a Michael influencer on be
on this platform is relatively new as it
was founded in 2013 and then rapidly
grew to be the top and booming social
media platform in China
the app is truly like a Bible that every
girl reads religiously to get answers on
all kinds of things
skincare pregnancy parenting career
advice you name it
today there are still more female users
the male on the app but I'm sure you
know how big of a market it is even if
it was just girls
I believe all girls are shopaholics by
nature and some of us just control that
in the Beast better so the app by
definition is a social ecommerce
shopping app because it has an in-app
marketplace in which brands set up
stores and the apps users can make
in-app purchases so this platform is
typically the perfect conversion funnel
for beauty brands but also good for
health
fashion maternity and household brands
whenever people spend a lot of time on
one platform the platform inevitably
expands its functionality not only
against your homes will be a one-stop
shop for brands to grow awareness spark
interest and make sales but the platform
can also serve as a great lead generator
bringing traffic to wherever you want to
lead your audience I'll do a more
comprehensive tour of the app in another
video let's move on to the next platform
I just mentioned that shanshu is a
social ecommerce shopping app that is
actually a growing trend in this day and
age which is why you will notice a lot
of social media apps are introducing
in-app purchase features and vice versa
this brings me to introduce turbo or
t-mobile Alibaba as not only a host of
online stores but also in marketing
you see in recent years lava has brought
on all these new cool features for
consumers to have a better shopping
experience one distinctive social
feature that has helped skyrocket in
sales would be live streaming within
Topol on every live streaming platform
there are some become influencers like
this legendary figure hey Jackie he's a
famous Chinese livestreamer who saw that
his career on top oh and he sells
products like crazy so yeah as a brand
you can use tall ball or team or as a
sales channel but instead of just
setting up a store and potentially
getting buried amongst tens and
thousands of stores you can maximize
traffic and conversion by doing some
influence and marketing in this case
getting some live stream is to help you
sell next platform though in the Chinese
tik-tok the app is owned by a Chinese
company caught by tens who actually owns
tik-tok which used to be musically this
is also quite a new platform it probably
doesn't need much explanation as it's
pretty much the same as tick-tock
however unlike tick-tock which has more
young users the wings user demographics
are quite wide even the older people in
China get addicted to the app and they
just watch the 15 seconds to 1 minute
short videos all day you can find all
kinds of content on going from comedy
singing to tutorials on Beauty cooking
etc the following features of doing
would be applicable to marketing short
video content or a live streaming by
kayo elds in app banner ads and native
and feed ads that you can purchase links
to e-commerce stores moving on
introducing Billy Billy aka the Beast
stop the Chinese version of YouTube
Billy Billy is a video sharing platform
with one distinctive feature audience is
able to interact with other audience
through live comments those comments
just appear at the top of the video it's
kind of a fun way for people to watch
videos almost as if you're watching
something with thousands of others
because you can simultaneously share
your opinions and chat even though they
aren't act on Billy Billy brands can use
influencer marketing to reach the target
audience
next we have made pie there are actually
so many social media platforms in China
honestly the ones I have covered are
just the mainstream ones but there's
still the tip of an iceberg
there are platforms that are targeted
towards the Chinese living in second of
the tier cities our use may PI as an
example my PI is another short video
social media platform one of its
features that distinguishes from the
other social media platforms is video
creators can put shopping links in the
videos this feature suddenly helps with
conversion in fact a lot of influences
set up their own stores and sell their
own products through the company last
but not least in world war a young but
powerful sales channel this unicorn is
an e-commerce platform allowing users to
participate in group buying deals the
whole business model of this platform
leverages the social commerce trend by
sharing King Dodos product information
on social networks such as WeChat and QQ
users can invite the contacts to form a
shopping team to get a lower price for
their purchases this makes the shopping
experience more dynamic and fun
meanwhile the platform is like a godsend
for brands to make more sales alright so
these are the social media and
e-commerce platforms to get marketers
and brands feet in the door to reach the
target Chinese audience and take on
global expansion hopefully you find this
video helpful if you do please press
that like button so I know you to make
more of this type of content also if you
have questions leave them in the
comments and don't forget to subscribe