Solution Portfolio - Page 136

Chinese shoppers abroad:
A new type of customer
Part 2
Part 3
Part 4
International retailers need to start thinking holistically while approaching the increasing number of Chinese
shoppers who will sooner or later step into their stores. Targeting Chinese travellers is key to setting up a
successful commercial and marketing strategy. Engaging this huge wave of spenders and making them
welcome could bring great rewards in terms of revenue and brand reputation.
1. Be where they are
As we said before, Chinese consumers are very tech-savvy and always connected. Consequently, retailers
need to consider the various digital channels that their potential audience might be using to deliver a
consistent and seamless experience.
Advertising online is key to have good customer engagement in China, especially on some specic platforms
that cannot be missed as Baidu, Sina Weibo, Toutiao and Youku & Tudou. Anyhow, mobile is the channel you
cannot do without - Chinese people spend an average of 3 hours a day on their smartphones, mainly for
social media and e-commerce. A strong mobile presence is therefore crucial.
The social media platforms and search engines most used in China are very different from what international
retailers might use to engage Western customers. Mandarin language is also a barrier, together with the
complexity to create and manage channels that retailers might be unfamiliar with.
WeChat, in particular, is an essential channel to master that can be unexpectedly complicated for non-Chinese
users. Even if it has some similarities with other social networks such as Facebook and Instagram, WeChat is
in a game of its own and is known as “the app for everything”. It encloses a much broader realm of possibilities,
from messaging to other things such as registering ofcial accounts, seeking friends and making payments.
Businesses can set up ofcial accounts on WeChat where they can create and customise their own
mini-website within the WeChat application, together with launching exclusive WeChat promotions. Another
interesting function is the “Hongbaos” (red envelop), the virtual version of the Chinese tradition of giving a red
envelop on special occasions and festivals. Businesses can use “Hongbaos” to engage followers and make
them win a xed sum that will be then transferred directly to their WeChat wallets. Moreover, WeChat allows
business to open micro stores.
Preparing your business to welcome Chinese shoppers.
A guide to understand and get started with Chinese payment methods.


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