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POST CRISIS LUXURY BRAND STRATEGIES IN CHINA

2020/09/23


E-COMMERCE: A SOLUTION TO THE COVID-19 CRISIS FOR LUXURY BRANDS IN CHINA?

 

The pandemic, with the necessary quarantine and the blocking of mobility, has obligatorily identified many companies, rethinking e-commerce as the essential response for its business community.

 

At this time of global crisis due to Covid-19, the online sales of some brands are reaching very high peaks, for example, in China, there have been increases of 250%. At the same time, the drop in purchases in physical stores had already been recorded for some time, on average by 5 percent per year: this is an apparently irreversible trend.

 

INCREASE YOUR CONVERSION RATE WITH SMART BRANDING ONLINE

 

This increase in transactions on online channels forces brands to have a solid and secure e-commerce system. Selling online is a lot more than just having an online store on Tmall, Taobao, or Jd.com. Those alone won’t be enough for a brand to sell. Being a foreign luxury brand is not enough. It is important you keep this in mind

 

To succeed you need:

l Branding through Digital advertising

l Search engine marketing with Baidu

l Social media management

 

Now more than ever, it is time to work on your e-reputation.

 

For example, FILA, Peacebird, and other companies have set up Wechat groups to greet the customers, introduce new products, publish discount information, and present live-streams.

 

GMA can help you to find your post-crisis strategy in the Chinese market through several services like E-Commerce, Search Engine Optimization, Advertising, Weibo, WeChat, WeChat Store & PR.




HOW TO HANDLE YOUR POST-CRISIS STRATEGY IN CHINA?

 

Branding strategy is a crucial phase in creating an evocative and popular brand. Especially in China, a good Branding strategy will lead your company to build a prestigious and high qualitative image that can help you overtake local brands and gain a competitive edge over foreign competitors. Branding through :

 

l DIGITAL ADVERTISING

Take advantage of Baidu SEM tools. When it comes to search engine marketing, Baidu still maintains the largest share. Advertising on Baidu is necessary to bid on competitive keywords and pay on a PPC basis. Baidu is the first choice for an advertising campaign to reach Chinese consumers. It works because users who are looking for something usually have the intent to buy it. Unlike Google, Baidu requires a fee, a deposit, and documents.

 



l SEARCH ENGINE MARKETING WITH BAIDU

To start with, create a website in mandarin language. It will have to be hosted on locals servers. These 2 details are extremely important for your SEO ranking. The most used search engine in China is Baidu with close to 70% of the users using it for their researches. In short, you won’t be able to rank if you have a foreign language website hosted on a foreign server.

 

Wechat: WeChat is an indispensable social media platform that Chinese consumers use to follow and interact with their favorite brands. With over 1 billion users, WeChat is a unique portal where users can access an infinite number of third party services such as paying bills, sending money to friends, buying movie tickets, or even ordering dry cleaning.

 

Weibo: Sina Webio is another essential social media platform with its user base nearing 500 million users. Chinese social media Weibo is a microblogging platform used to gain information and discover interesting stories relating to the latest trends or entertainment. In comparison to WeChat, Weibo has a lot more hands-on channels, including posting comments, music, live streaming, and e-commerce. This platform has seen substantial growth with its multimedia content consumption and popularity of short videos.

 

Tiktok: TikTok, locally known as Douyin, is a short video and music app that was launched in 2016. Since then, the social media platform has accumulated 500 million active users globally. TikTok allows users to add music and effects to their videos with very powerful editing tools. This platform has the opportunity of becoming a truly global leader in the short video market and is one of the first Chinese apps to successfully gain worldwide attention.

 

Xiaohongshu: Little Red Book App, locally known as Xiaohongshu is an app targeted at 18-35-year-old women to share shopping tips and product reviews. In 2014, the platform launched its own cross border e-commerce platform called the RED store in response to the high demand for foreign luxury goods. This app allows Chinese consumers to purchase products from overseas directly from the app. RED has many partnerships with international brands, which makes it much easier for customers to receive authentic experiences.

 

Willing to boost your sales in China? Welcome to CHIC Shanghai.

 

Source: Marketing To China


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