ONLINE COMMUNITY ENGAGEMENT IN CHINA

china-online advertising

Community engagement helps brands to build a good reputation

Chinese netizens spend more time online than netizens in other countries, therefore it is necessary for brands to have active communication on Chinese social media platforms to draw audiences' attention and build loyalty. Over 55% of Chinese users had participated in online discussions about brands. These comments and discussions can directly affect businesses in China.

Chinese consumers tend to rely heavily on two main sources of information before making purchasing decisions: peer advice and product reviews. It’s highly beneficial to brands to have good reviews that are easily accessible to customers at the right stage in their decision journey.

Amazon is the earlier shopping and review platform in the West. Consumers can learn more about the products through reviews. It is an effective way for brands to boost credibility and overall e-commerce presence. While in China, Tmall and Taobao are the most-used e-commerce platforms. Chinese shoppers usually check product reviews on them before making a purchasing decision.

 

Apart from Tmall and Taobao, the following review communities are also popular in China:

Featured
Xiaohongshu (Little Red Book)
Xiaohongshu (Little Red Book)

It is a popular Chinese social-eCommerce mobile application with more than 300 million users and is now valued at more than USD 3 billion. The app targets 18-35-year-old women who are interested in fashion and beauty products. Users of Xiaohongshu can contribute to the community by posting detailed product reviews or product-based lifestyle and fashion tips using photos, videos, and text. Posts about a particular item often contain tags with information about price, brand, and the location of purchase (even down to the exact store). Product posts are integrated with Xiaohongshu’s shopping platform, allowing users to navigate from a community post to a product purchase page in-app.

Weibo
Weibo

As one of the principally community-based social media in China, the number of active users in Weibo has exceeded 300 million presently. Weibo provides users an engaging product review platform in Chinese. Information spread effectively and quickly among individual users and groups with hashtags. Weibo hashtags help brands to keep up with the trending topics on Weibo and develop up-trend marketing campaigns. Moreover, many influencers have created fans group on Weibo. Brands can leverage their influence on followers to increase brand awareness and credibility, as well as to drive sales.

Bilibili (Chinese YouTube)
Bilibili (Chinese YouTube)

Bilibili is a website for vloggers to publish original videos in China. Viewers can learn more about brands and products, especially in the fashion and beauty field, through unboxing, review, and fashion and beauty tips videos created by vloggers from different parts of China. It is famous for its bullet screen where viewers' comments overlay the video, making the interaction among viewers more interactive and interesting.

Apart from the above channels, there are still a lot more forums and online communities that allow brands to communicate with audiences. Comms8 helps you to engage with different communities in China by:

As a professional Chinese marketing agency, Comms8 has Chinese native-speaking experts who have an in-depth understanding of the Chinese social media landscape. We assist you to develop cultural-sensitive content in China and engage with your Chinese audience with the tone and manner of their community. Talk to our expert now and explore what can be done on Chinese social media platforms for your brand.

Client Testimonial

Client Testimonial
Echo Z - Schneider Electric
Echo Z - Schneider Electric

“From strategic planning to execution, Comms8's services reflect its highly-rated professionalism and a sense of responsibility.”

Sandra N - Nelson
Sandra N - Nelson

“We're delighted with the 2x short-term sales impact plus winning the Chair's award at The Drum Digital Advertising Awards 2020. “

Wen J - Nestle
Wen J - Nestle

“We have worked with Comms8 for various projects to communicate to Chinese audiences. The team really pays attention to details and very often goes the extra mile to deliver good results.”

Alex K + Joe L - SLEEEP
Alex K + Joe L - SLEEEP

“Comms8 is ahead of the game, highly strategic, and understands the trends and gives us great advice! The team helped us putting our social media marketing in place, which is extremely important for our business.”

Tammy C - One Family
Tammy C - One Family

“Comms8 helped us to establish the One Family Office brand in front of our niche High Net Worth Individual target audience in China, Hong Kong, and Singapore. They provided us with excellent brand strategy, in-depth market understanding, and advanced digital solutions.”

Case studies on community engagement in China

Insights on community engagement in China

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