Anton’s Advice: Making It In The Chinese Market
16 May 2019
Author: Jasmine Waters
Being able to make yourself (or your brand) global is a key part of ensuring longevity and continued success. The UK in particular often looks to the Chinese market as a next destination, but can often fixate on potential financial gain, which can lead to a rushed strategy. In order to avoid this, here are out top tips for making it in the market:
1. Understand and resonate
China has an active consumer base of over 630 million, and to resonate with as many as possible, you need to understand what parts of your brand chime with the core of the market. Your brand will need to be flexible in what it offers, but still stay authentic to who you are, which is a selling point for international companies. Establishing a different approach when facing the market mean getting the best out of the customer base itself, and in turn your brand.
This is one of the more obvious points, but it must be said that having a dedicated strategy just for one region is a key foundation point. Translations alone won’t suffice – the consumer shopping habits can differ drastically, with many going to offline stores as opposed to the brand’s direct online presence. Applying your success from other international ventures will not get your time, money or resources very far.
3. Be present at home as well as away
Much like many, modern day consumers are often on the go – and when they are, your brand will need to make sure they stay connected to those who may be coming to you. Many Chinese customers find niche international brands when travelling, and with money to spend, staying ahead of the game is vital. Use notification systems to ensure your presence is known as soon as your consumers hit the airport runway.
4. Invest in culture
Cultural nuances are extremely important to both understand and embody when entering the market. Consult the right people, and use tools such as DSR (detailed seller rating) to assess factors such as product description, logistics and customer service levels.
5. Patience is key
Success doesn’t happen overnight, and competing in a new market where your name might not be established is something that takes a long time to build up again. Keeping a sense of humility, but not losing your pride, will help the transition – alongside not forgetting your long-term vision.
6. Engage, engage, engage
A lot of the current Chinese consumer market falls into a younger demographic, seeing each shopping platform as a platform of discovery. The level of engagement is consistently high, with the use of tools such as live streaming at a use of around 10-20 times what they are internationally. Using this as leverage and building on your existing marketing is the final piece of the puzzle, looking for guidance to invest in the right places.
Photo credit: dataservicesinc.com