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 online channels. 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 advice in order to make you more efficient in your digital marketing for your cosmetic brand in China.
First step is to develop your Chinese website
The first thing to do if you want to succeed in China is to create your Chinese website. Remember that translating your website in many cases might won’t work, as Chinese consumers have different taste and shopping habits, and sites in China differ a lot from Western ones.
Then it’s important for you to make your website hosted in China because Chinese people don’t all read foreign websites and they are more trustful when they see a website with .cn. In addition, website in China gets a better ranking in Baidu SEO, so it’s easier for internet users to find you.
How to promote your products and bring traffic to your website?
The important thing to understand is that a website in China is not meant to sell. We are used to buying products through official websites from brands we like, but Chinese e-commerce doesn’t work like that. Chinese consumers are ‘spoiled’ in a way, that they are used to having everything available in one place. Therefore, they won’t buy products on separate websites, but rather go to Taobao, Tmall or other e-commerce platforms.
Website in China is your hallmark on the market and it’s purpose is mainly to provide information about products and company, so that Chinese consumers can check all the relevant news and available products and services on your site.
Beyond your website, building visibility through KOL marketing in China and platforms like Xiaohongshu is one of the most effective ways to drive qualified traffic and build trust with Chinese consumers.
So how to drive traffic to your website and what to do to make it a great hallmark of your brand? Let’s take a look.
Adapt your website to the needs of Chinese people
To grab the attention of Chinese customers, simply translating your content will not suffice. You may need to customize it specifically for them by altering or creating new pieces and omitting any that are illegal in China due to their censoring policies on internet usage (also known as The Great Firewall).
When creating a website for Chinese audiences, remember to inject your own brand of vibrancy and color. Aim to make it as practicality-oriented as possible by keeping all the key pages visible on one page. If you want extra attention from visitors, then be sure not forget about prominently displaying contact information such as links to your social media profiles.
Chinese Internet users prefer pages with a lot of links and subpages visible from the homepage. They are also used to convenience, so it’s advisable to include a chatbox or customer representative that will be available on the chat.
Looking for help? Our digital marketing agency for China can support your brand’s entry into China.
