Cosmetics: How to quickly increase your Brand Awareness in China?
Chinese customers are known to be very difficult to approach.
In addition, the cosmestics market is very crowded. If youa re into this business, you already know you will have many competitors which have basically the same expectations than you: attracting new Chinese consumers every day.
Here is a guideline you must follow if you want to expand your brand on the Cosmetics Market in China.
More information: The new face of the Chinese cosmetics market
Do not wait for clients: go digital !
Obviously, you are a new Cosmetics marketer and you are ready to attract people. You want to be famous and become a reference in the Cosmetics area. Therefore, you have to be patient, becoming popular takes time. Don’t panic, there is a solution before your brand’s name spreads onto the Chinese market.
Indeed, you can support your brand’s launch with online marketing. What is this? It’s basically a simple way to show your products to Chinese customers. Giving emotions to your target is crucial. That’s why sharing photos and videos on famous Chinese Social Networks is one of the best way to engage the population.
Meet your customers on Social Networks
Don’t hesitate to use buzz marketing or ads concerning your brand on the web, allowing you to increase your audience. Internet is the biggest information channel in China and represents a good solution to expand your brand’s name. Indeed, Chinese users are very used to Social Networks such as Weibo or Wechat. Most of them have registered accounts. They love being aware about every single buzz, trend, tendency by watching videos, photos posted on Brand’s pages. Consequently, using these platforms and all the services they provide you will allow you to reach your Chinese audience. Social Networks platforms will help your brand to spread easily and reach a maximum of users quite quickly. This allows you to build your own network, a kind of community interested in your products. Take all advantages they offer you in order to spread your brand and get your future loyal customers.
More information: Wechat the must have for your e-commerce in China
Convince consumers with a good reputation
When consumers do not know a brand, they will look for information online. With the trust issue still going on in China, you have to reassure those who do not know you and convince them that your products are good and suited for them. How do you do that? By making sure that positive results appear online about your brand, especially testimonials from consumers. Consumers need to be reassured about the products: they will trust the opinion of fellow consumers more than the official speech of a brand.
Choose online newspapers to spread the word
Chinese people are not interested in classic newspaper. Nevertheless, as said above, they are very connected and attracted by Social Medias. Online newspapers exist and the concept is far from the ancient tradition. Chinese users choose their favorite e-journals to read and follow all they want to know about what is happening in the society about any subjects they find.
You have the possibility to share your own brand’s information through journalists’ publications. They write about your brand on their own and they allow you to attract their regular readers. That is also a solution to promoting your brand. Articles written by journalists have a huge impact in customers’ minds. They automatically think you have a good reputation if their favorite e-journal writes nicely about your brand.
Test your customers through platforms
On this kind of platforms, everyone can debate and discuss about cosmetics brands which have their own page. Journalists write articles and Chinese users can share their opinions. Followers find the latest cosmetics trends, girls can receive the latest piece of advice to improve their make-up skills. The most popular platform is Kimiss with its 3 million registered users. This kind of platform is very important for your e-reputation. But be careful! You can see good news but also bad ones. Therefore you must be ready to react if a bad buzz appears because all these informations can’t be deleted.
Manage your business by checking articles written by journalists about your brand. In addition, it is important to identify your target to be able to adapt your strategy development, study carefully their comments in order to satisfy them.
The key point for your brand is getting KOL (Key Opinion Leaders). They share their opinion about your products, write articles concerning your brand, advice customers about cosmetics to use and how to use it. They represent a big opportunity to increase your popularity among all Kimiss’ users.
Participate in trade shows
The trade show market represents an opportunity for your cosmetic brand. It is crucial to have an attractive booth so that distributors pay attention to your brand.
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