Targeting the Chinese market for your alcohol brand ?
Here are tips for you !
The Chinese alcohol market has been booming in the last few years. The growth is expected to continue and increase in the following years.
Alcohol consumption per capita in China has risen from less than 5 litres between 2003 and 2005 to 6.7 litres in 2010, according to the World Health Organisation.
The statistics have proved that this market is becoming more and more valuable, with a lot of opportunities for both local and overseas products.
Selling alcohol online has seen great results, and attracts consumers faster. With over 700 million internet users, 413 million have bought at least one product online, indicating e-Commerce’s effectiveness in China.
Here are some tips to sell your alcohol online in China !
1. Adapt your website to Chinese Consumers
First, you need to have your website in Chinese, and also hosted in China, for SEO reasons. Baidu, the leading search engine in China, will not rank websites hosted in other countries or websites in other languages.
In addition, your website must follow Chinese standards and Chinese trends. In most cases, with a homepage consisting of a lot of information, written in small characters.
This is very important as Chinese consumers research information on products before they buy anything, to avoid problems such as fake products or poor quality.
For e-Commerce websites, Chinese consumers are used to having precise information, with price, product details, and anything to be aware of. Chinese customers hate wasting time looking for information, especially during the payment process.
2. Search Engine Marketing (SEO+SEA+Retagetting)
After setting up your website, you will need to promote it through the Chinese web. In order to do so, you must advertise your page and content on Baidu with search engine marketing, or ‘Pay Per Click’. This will allow web links or keywords from your site to be searched and eventually appear on the top of a search result page.
SEM is particularly efficient for short-term strategies. The problem is that it can sometimes be quite expensive. Another option is SEO (search engine optimization), which is better for long-term strategies, and extremely efficient.
3. Online Branding
Online Branding + SEO is a very interesting way to promote your website or keywords content on the internet. Baidu is very particular, it is different from Google’s SEO. Baidu has its own websites and redirects 27% of its traffic to these sites: Baidu Zhidao (Q&A), Baidu Baike (Wikipedia), Baidu Tieba (Forum). This means that, in order to promote your website on the Chinese internet, you also have to be active on these affiliating websites of Baidu.
How to do SEO on Baidu?
SEO promotion consists of two key components:
- On-site optimization: 1/3 of the total score of search keywords related to the selected site.
- Off-site optimization: It reflects the popularity of the Website on Baidu which represents 2/3 of the total score.
This is a long-term process, requiring written articles and content, in order to increase presence on the web and showcase credibility of the site for search engines.
4. Key Opinion Leaders = Let online celebrity promote your product
Key Opinion Leaders (KOL) are people, celebrity or not, who have a large influence on the mass population. These people have a lot of followers, some with millions of fans. By engaging with KOL, your website and your brand will become more appealing through the buzz effect from their followers. The aim is to make a positive influence about the brand. 95% of first, second, and third tier city populations all have at least one active account on a social network.
There is a diverse selection of social networks in China, however the most used are WeChat and Weibo.
5. WeChat to create community
WeChat, developed by Tencent, is the most popular application in China. The platform is best-known for its communication services in which users can send messages, share images and videos, and voice call and video call other users on a closed-network. It has over 500 million users in China, and a total of 697 million globally. Having an account on WeChat enables you to promote your brand via mobile or tablet devices. The main strategic advantage of WeChat is that it is geo-localized, therefore you can operate localized marketing. This means that when there is a promotion in a particular city, you can only advertise in this city.
— Cosmetics China (@ChengChengchina) 3 mai 2016
6. Weibo for the awarness !
Sina Weibo is the most mass-used social networking site in China, with around 88% penetration rate across the country. The site had showed more than 500 million users in 2012, with approximately 50 million active users per day. The social microblogging network has attracted more than 130,000 companies. It is now very important for brands and companies to establish their own Weibo account, and get their account verified, as Chinese users like to receive information directly off this platform. To further add, more than 56% of Weibo users follow at least one brand on Weibo.
Weibo is often compared to Twitter, but in actuality is quite different. Weibo is much more clever: you can write more, share more, discover more.
To do digital marketing on Weibo, you will need to:
- Open an account with the official documents in order to have the “v” of “verified”
- Publish very regularly some fresh contents and updates. In fact, Chinese users like to have new contents and regular updates. The contents must be interesting for the users.
- Manage the community and interact with the users
- Do buzz marketing
- Evaluate the results
Take a look at an example of a good Weibo account: here
7. Press and Public relations
PR is an effective way to clearly communicate your content to the mass-audience. Producing online content, such as articles, and submitting them to external websites, will create more exposure for your brand/company. The aim is to communicate your content as widely, and as diversely as possible.
Here are some examples of blogs about wine in China: zhongguo wine here
8. Buzz and video
In China, buzz marketing is used quite a lot. It is useful as it enables you to communicate to a large part of the general public. In fact, with 700 million netizens, information spreads fast and extremely quick. It means you will need to create your own original content, and submit them to the correct channels and platforms, in order to not only surprise your internet users, but also have them take interest and share your content.
By putting the above tips into consideration, you will find marketing your wine much easier in China.
9. You want to Sell online => Tmall
Tmall is the leader in e-Commerce, and if you want to sell a lot, you have to use Tmall. It is a lot of investment, you need to build a Shop but it is necessary to sell in BtC.
Check this article, should interest you .
You can also Check 6 bottles of Lafite for 400rmb 😉 Good Deal no ?
More guidelines here: Wine marketing in China
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