Today, China represents the second largest market for cosmetics, and the growth is far from finished. Furthermore, a huge part of the sales come from the e-business (30%). It’s important, if you want to succeed in this field, to know some local factors and here we are going to give you some advices in order to make you more efficient in your digital marketing for your cosmetic brand in China.
Develop your Chinese website
The first thing to do if you want to succeed in China is to create, or translate, your website in Chinese. Then it’s important for you to make your website hosted in China because Chinese people don’t all read English and they are more trustful when they see a website with .cn. Find more information here.
If you decide to sell online… you have better to have Nice Design.
KOL : because your need a brand ambassador
Whether your brand is already famous or not, for your digital marketing strategy we strongly recommend you to engage a KOL. A Key Opinion leader is usually someone really famous who has a huge community behind him and who has the power ton influence them in their way of life. They are used as brand ambassadors and their messages are spread really quickly. It’s always good to associate your brand with one of them especially in China, where people really like this kind of initiatives. Find more information about KOL here.
Good SEO on local search engine
To have a good website, in Chinese and hosted in China is far to be enough to succeed in this competitive market. You also have to promote it on local search engines. The problem is that Google doesn’t exist so you will have to adapt your SEO strategy to Baidu, the main important engine in China. If you are viewable on Baidu, it will improve your chance of success and it is one of the most important thing to include in your digital marketing in China for your cosmetics e-business website. Here you will learn more about SEO in China.
Use your website as a showroom and sell on online platforms
Even if in your country your e-business website is really efficient, we advise you to set up a different strategy in China. There 88% revenues of online sales come from e-business platforms. People are used to buy products via website like t-mall which is the biggest in his category. Furthermore people already know how to use it and trust those platforms better than other websites.
Cross border shopping: a new trend in China !
If unfortunately, you are not able to settle down in China, there is still an efficient solution to sell your product via internet: cross borders platforms. With a good communication on social medias, you can easily promote a product and then sell it on Amazon, which is getting more and more famous in China. Some companies are using a lot this way because it has advantages for brands as well as for the customers. More information here.
Before to enters the market learn about the differences (Payments, communication channels…)
Chinese market presents an optimal opportunity to grow your company. But it’s not easy to enter on it. There are a lot of differences between Chinese way to consume and Western ones. For example, communications are absolutely not the same, forget about e-mail newsletters and start to learn about WeChat! You also have to know what are the payment habits, here one of the most popular way to pay is not by bank card like in western countries but cash on delivery. They are also used to pay with their most famous communication app: WeChat.
Use Chinese social medias
People are really sensitive about promotions and consumer opinions. In order to attract them you have to be present on the local social medias in order to communicate with them and let them give their opinion about your products. You also have to be part of the conversation. The most used social medias in China are WeChat and Weibo, you need to have an official account in both of them to succeed on you digital marketing campaign.
It’s a fact, a beautiful picture will attract our eyes better than everything but Chinese customers pay a special attention to refined products and the physical appearances of these so if you want to improve your sales you will have to take care to your visuals. Furthermore Chinese estimate that a beautiful picture is sign of quality product. More information about pictures in cosmetics.
Be aware of the types of product preferred by Chinese
Like everywhere, there are some best sellers product and you have to be aware of which kind of product it is to arrange your campaign around these products. Chinese will prefer to buy skincare perfecters and specific product to fight against the effect of humidity which is a big issue in China. For make-up the best sellers are eyeliner.
Give a lot of attention on your online-reputation
If you consider all these advices, you will improve you e-reputation. Chinese strongly care about that because they need to trust you. You will need to control information about your website in the social medias and with public relationship. Your KOL will make people assimilate your brand to their idol and your SEO strategy will allow them to find you quickly. If you need to improve that or if you want more information, feel free to contact us : firstname.lastname@example.org