In China, customer reviews are far from being mere comments left after a purchase. They have become pillars of digital reputation, powerful conversion tools, and sometimes even strategic battlegrounds. In a digital environment where consumers are increasingly skeptical of traditional advertising, the voice of fellow customers plays a central role. A single well-placed review can trigger a wave of purchases. On the other hand, a negative, credible, and widely shared review can cause long-term damage to a brand. Understanding this dynamic is crucial for any company seeking to establish itself in the Chinese market.

Reviews – a powerful UGC channel

Chinese culture has long placed value on trusted recommendations. Word-of-mouth among friends and family is deeply embedded in purchasing behavior, and this logic has naturally migrated into digital habits. Chinese consumers—especially younger generations—tend to trust peer reviews much more than classic advertisements. According to a 2023 McKinsey study, over 75% of urban Chinese buyers say they are strongly influenced by user-generated content, particularly on social media platforms. A product’s credibility, therefore, lies more in what others say about it than in how a brand presents itself.

On which platforms?

This phenomenon is reinforced by the structure of Chinese platforms. Xiaohongshu (Red Note), Douyin, Taobao, and JD.com are not just e-commerce or entertainment channels; they are complete ecosystems where customer reviews are omnipresent, highlighted, rated, discussed, and often enriched with photos or videos. On Xiaohongshu in particular, reviews take the form of detailed mini-articles in which users share their personal experiences, compare products, and show real-life usage. These posts are perceived as authentic because they are written by seemingly “ordinary” users with no commercial agenda. In reality, their commercial impact is enormous.

Case Study: Florasis, a brand highlighted by user reviews

One of the most striking examples of a successful review-based strategy is that of Florasis (Hua Xizi), a Chinese cosmetics brand that built a loyal community and skyrocketed its sales thanks to a customer-content-driven approach. Founded in 2017 in Hangzhou, Florasis positioned itself early on as a premium local alternative, combining traditional Chinese aesthetics with quality rivaling international luxury brands. Instead of investing heavily in advertising, the company collaborated with micro-influencers on Xiaohongshu, encouraging spontaneous and detailed reviews of their products.

These reviews, often accompanied by unboxing videos or makeup tutorials, helped build a strong brand narrative. The refined visual identity, poetic and culturally rooted storytelling, and pleasant user experience were all amplified by user-generated content, creating an impression of authenticity. Within a few months, Florasis evolved from a little-known startup to a best-seller on Tmall, generating over RMB 100 million in revenue by its second year. Its limited-edition lipstick, regularly featured in Xiaohongshu posts, sold out within 24 hours after a wave of viral reviews. To this day, the brand continues to generate most of its traffic and awareness through user content, which remains central to its marketing strategy.

Buying Reviews: Good or Bad Idea?

However, this reliance on online reviews also comes with risks. The temptation to buy positive reviews still exists, especially for new brands trying to gain traction. Despite increased regulation, services offering review bundles, photos, and five-star ratings still circulate, aiming to artificially boost a product’s reputation. Although these practices are increasingly detected by platforms, some view them as a necessary “initial investment”—particularly in cross-border e-commerce. Yet the danger is real: overly enthusiastic, vague, or suspiciously timed reviews are quickly flagged as fake by Chinese users. These consumers are highly attuned to authenticity, tone, and detail. A review that feels inauthentic can discredit an entire campaign.

Major platforms are actively fighting this issue. Xiaohongshu has implemented AI systems to detect suspicious patterns, such as similar content from new accounts or waves of identical comments. JD.com verifies that reviews are tied to actual purchases. Douyin is testing verification badges for reviews deemed trustworthy. These measures aim to restore consumer confidence but also raise the bar for brands, which must now produce sincere, nuanced, and culturally adapted content.

Brands and Notice Management

This is precisely where companies like HI-COM step in. Translating user-generated content—whether it’s reviews, feedback, or comments—is not just a linguistic task. It’s a strategic act. A poorly translated review can be misinterpreted, and a culturally off-target localization can turn a neutral comment into a damaging critique. HI-COM supports international brands in managing their online reputation, ensuring the quality of translated reviews, customer responses, and product descriptions. The goal is to preserve meaning, tone, intent, and above all, perceived authenticity.

In a market where every detail matters, nuanced translation can make a real difference. A single poorly chosen adjective, overly formal tone, or awkward expression can create a cultural disconnect and harm a brand’s credibility. Conversely, a well-localized, natural, and fluid review can reassure hesitant customers, answer their doubts, and trigger a purchase.

Finally, brands must adopt a proactive stance when it comes to managing reviews. Responding to criticism, thanking positive feedback, and showing that customer suggestions are taken into account all contribute to building a transparent and responsible brand image. Some companies go even further by incorporating reviews into their product development process, thus closing the loop between customer experience, online feedback, and continuous improvement. This ongoing dialogue is especially appreciated by Chinese consumers, who are drawn to brands that listen and adapt.

Conclusion

In conclusion, a review in China is never insignificant. It is an act of consumption, a storytelling tool, a trust signal, and a decisive factor in a product’s commercial success. For international brands, it is essential to build a review strategy from day one—prioritizing authenticity, working with skilled localization partners, and maintaining a strong connection with their audience. A review can sell, but it can also kill. Best make it your ally!

When venturing into distinct markets like China and Europe, it is important to understand the cultural, technological, and regulatory aspects to maximize the impact of your marketing campaigns.

This article explores in detail the major differences and offers practical advice to adapt to each region.

Marketing differences in the various digital ecosystems

China and Europe have distinct digital ecosystems, shaped by specific platforms and unique usage habits.

In China: A closed and autonomous digital ecosystem

China has developed a unique digital ecosystem dominated by local giants such as WeChat, Douyin (Chinese version of TikTok), and Tmall.

These platforms, often referred to as “super apps” offer a multitude of integrated services. They allow users to communicate, make purchases, pay bills, and interact with marketing campaigns without leaving the application.

• WeChat: In 2024, WeChat has over 1.67 billion monthly active users, with a 27% increase since 2022. Every day, 45 billion messages, 205 million videos, and 6.1 billion voice messages are exchanged.

Here are the different services available on WeChat.

• Douyin: Douyin, the Chinese version of TikTok, reached 746.5 million monthly active users in 2023, making it the second most popular app in China after WeChat.
• Tmall: Tmall, an e-commerce platform, attracted 877 million monthly active users in 2023, with a majority of consumers seeking international cosmetic and fashion products.

In Europe: A fragmented and globalized digital ecosystem

In contrast, Europe relies on global platforms such as Google, Instagram, and Amazon. Users navigate between different applications for various activities.

• Instagram: In 2024, Instagram has 1.38 billion monthly users worldwide, with a significant presence in Europe. For example, the UK, Russia, and Turkey are among the countries with the largest number of Instagram users.
• Amazon: Amazon dominates the European e-commerce market, serving as the main platform for online shopping in many European countries.

In China, payments are made directly within entertainment platforms, a practice called Social Commerce.

Implications for businesses

To penetrate the Chinese market, companies must adopt an integrated strategy focused on these local applications.

For example, developing mini-programs on WeChat allows for a smooth and immersive user experience. It encompasses communication, purchasing, and customer service within a single application.

In Europe, it is essential to master natural referencing (SEO) on Google to ensure optimal visibility. It allows engagement to be fostered on social media like Instagram. It also guarantees a consistent user experience between desktop and mobile platforms.

Smartphones: A marketing standard in China, a transition in Europe

In China, the smartphone is omnipresent in daily life, serving as the main tool for payments and online shopping.

In 2022, the country had approximately 904 million mobile payment users, representing over 80% of Chinese internet users. This massive adoption is facilitated by apps like WeChat Pay and Alipay, which allow for fast and secure transactions.

Platforms such as Douyin (the Chinese version of TikTok) and Xiaohongshu (Little Red Book) have integrated live streaming features. Direct commerce is present, offering interactive and engaging experiences.

In May 2024, 90.1% of Douyin users in China watched live content.

This trend encourages companies to adopt a “mobile-first” strategy. It also drives them to invest in mini-programs on WeChat to effectively reach their audience. Check out these statistics for more details.

In Europe, although mobile usage is growing, computer use remains predominant, especially for high-value purchases. Mobile payments are gaining popularity, but their adoption varies by country.

For example, in 2021, only 10% of French consumers used mobile payment services in stores, compared to 52% in Denmark.

This situation requires brands to offer an omnichannel experience, where mobile and computer complement each other. However, they also need to optimize their mobile friendly platforms, especially with the rise of social media advertising.

In conclusion, while China has fully embraced mobile as the primary channel for transactions, but also customer engagement, Europe is still in a transition phase.

Businesses must adapt their strategies based on these differences to meet the specific expectations of each market.

Culture and values: Adapting to local marketing expectations

Effective marketing strategies in China and Europe require a deep understanding of cultural traditions. Societal values are unique to each region.

In China: Integrating cultural traditions into marketing

Marketing campaigns in China strongly rely on traditional festivals, such as Chinese New Year and the Mid-Autumn Festival. These are periods of high consumption.

For example, during Chinese New Year in 2023, retail sales increased by more than 12% compared to the previous year.

International brands adapt their offers by launching special collections or festive red packaging. This color symbolizes luck and prosperity in China. This approach demonstrates an understanding and respect for local traditions, reinforcing the authenticity perceived by Chinese consumers.

In Europe: Focus on ethics and sustainability

European consumers place increasing importance on ethics, sustainability, and corporate transparency.

According to a study by the Institute for Business Value, nearly 80% of respondents consider sustainability an important factor in their purchasing decisions.

Marketing campaigns that highlight eco-friendly practices, fair trade, and social responsibility resonate positively with the European audience.

For example, companies like Patagonia and LEGO have integrated sustainability at the heart of their strategy. This has strengthened their brand image and relationship with consumers.

Adapting to European cultural diversity

Europe is a collection of diverse markets, each with its own cultural and linguistic sensitivities.

It is therefore essential for brands to adapt their messages and marketing strategies to each country, especially if they want to ensure effective communication that respects local specifics.

Regulations and compliance: Different constraints

Navigating Chinese and European markets requires a deep understanding of local regulations. These directly influence companies’ marketing strategies.

In China: Strict regulations and content monitoring

China imposes strict controls on online content. This aims to maintain political and social stability. The Cyberspace Administration of China (CAC) supervises internet regulation, defining prohibited content categories and monitoring online activities.

For example, a 2000 regulation identifies nine prohibited content categories. It includes those that compromise national security or spread rumors.

Moreover, China has strengthened personal data protection with the Personal Information Protection Law (PIPL) in 2021. It imposes strict obligations on companies regarding data collection and use.

In Europe: Data protection and user consent

In Europe, the General Data Protection Regulation (GDPR), in effect since May 2018. It establishes a strict framework for the collection and processing of personal data.

Companies must obtain explicit user consent before collecting their data. This significantly impacts digital marketing strategies, particularly by limiting targeted advertising options.

This regulation aims to protect individuals’ privacy, but it also requires companies to rethink their data collection and marketing practices. For example, email campaigns must now ensure that recipients have given prior consent. Websites must clearly inform users about the use of cookies and other trackers.

Adaptation strategies for companies

The marketing differences between Europe and China are numerous.

To operate effectively in China, it is often advantageous to collaborate with local partners who understand regulatory and cultural nuances. This will facilitate navigation in this complex environment. In Europe, companies must adopt total transparency in their data collection practices. They must ensure compliance with the GDPR to maintain consumer trust.

Opportunities despite constraints

Although these regulations pose challenges, they also offer opportunities. In China, compliance with local standards can strengthen credibility with consumers and authorities.
While in Europe, a transparent and privacy-conscious approach can positively differentiate a brand, meeting consumers’ growing expectations for data protection.

To conclude, understanding and adapting to local regulations in China and Europe is essential to developing effective and compliant marketing strategies while building consumer trust.

Understanding Little Red Book (Xiaohongshu)

Image source: Dragon Trail International

• A strong social commerce community: Xiaohongshu stands out for its community aspect centered around products. Members interact with each other, and share their thoughts and experiences of products and brands.
• The combination of a social media and e-commerce platform – RED Mall: RED shares classic social media features like content creation tools, personalized recommendations, and engagement features such as likes, comments, and share buttons. However, one key factor that sets RED apart is the integration of e-commerce directly into the application. This allows users to explore and purchase products while browsing through the content of other users, brands and influencers. On Xiaohongshu it is also possible to open online stores to sell products directly. This is known as RED Mall.

Image source: AsiaPac

• User Generated Content (UGC): UGC is a key strength of Xiaohongshu, as users intensively share their experiences, reviews and recommendations more than on any other platform. In 2020, there were almost 3 billion pieces of content created.
• KOL / Influencer Marketing: Xiaohongshu is also known for having a large community of influencers, also known as Key Opinion Leaders KOLs) who often exert great influence on consumer purchase decisions in China.
• Product Tag: Users and brands can tag products directly in posts, linking the content to the product’s e-commerce page embedded in RED.

How to set up a Store on Xiaohongshu ? Step by Step Guide here.

XIAOHONGSHU STATISTICS FOR 2024

Using Distinctive Storytelling to Differentiate Your Brand

Creating Authentic and Engaging Content on Xiaohongshu

As isthe case on many social media platforms, the secret to a successful content strategy on Xiaohongshu lies in authenticity, avoiding excessively slick promotional content. The content must be informative, entertaining, and in harmony with your brand image and its values. With more than 450,000 pieces of content published daily on the platform, it is becoming crucial to’embrace the platform and the expectations of its users in order to stand out. The Xiaohongshu algorithm determines the visibility of your content based on the engagement it generates among users. The more engagement your posts generate, the more likely your content will go viral. In addition to following content trends, they must take into account several parameters to emerge on the platform:

• Image: the brand’s image must above all be authentic, unique, of good quality, and consistent. Xiaohongshu users are more receptive to authentic lifestyle images than to clichés disconnected from reality.
• Content hook: this must arouse emotions in users and capture their interest from the first moment.
• Description: this must be concise, informative, attractive, and above all resonate with your audience, thus establishing a relevant connection.
• Emojis: these will improve the readability of posts by correctly breaking the text down into paragraphs.
• Hashtags: Using relevant hashtags ensures that your content reaches the target audience and therefore increases visibility.
• Publish at the right time: Peak times were analyzed on the platform, generally between 7 and 9 a.m., between 12 and 2 p.m., and between 9 and 00 p.m. However, they also vary according to communities (lifestyle, cosmetics, fashion, etc.) and types of users. It is therefore inevitable to test and analyze to determine the niche where your audience is most active and engaged.

Image source: AsiaPac

How to creat your first post on Xiaohongshu ? Our tips here.

Image source: Cosmetics China Agency

Source : AsiaPac

Why is KOLs Marketing so important in China ? Discover Opportunities and Industries.

Various advertising formats on Xiaohongshu:

1. News Feed Ads: These are native ads seamlessly integrated into the user’s news feed alongside organic content.
2. Collaborations with KOLs: These are partnerships with KOLs exploiting their influence and credibility in posts, videos or “moments” (the Little Red Book story format).
3. Banner advertisements: These are static or animated advertisements that appear in different sections of the application, such as the home page, search results or specific category pages.
4. Xiaohongshu Search Ads (SEA): Similar to search engine advertising, these ads are placed in search results, providing visibility to your brand when users search for specific keywords that you have previously targeted.
5. Carousel Ads: These ads show multiple images or videos in a single ad unit, capturing users’ attention with a dynamic and interactive format.
6. Pop-up Ads : Pop-up ads take over the entire screen, providing a powerful way to grab users’ attention. These can be static images or engaging videos.

By integrating these different paid advertising options combined with authentic organic content, you can optimize your presence on Xiaohongshu and connect effectively with your target audience.

Do our services fit your compay’s need ?

On Xiaohongshu, the effectiveness of your content relies largely on its search volume as well as the engagement it generates. It is therefore highly recommended to improve the referencing of your content by actively working on your SEO. Here are some specific actions you can take to optimize the performance of your content on Xiaohongshu:

• Keywords: Identify trending keywords in line with your brand and your products, and which correspond to the aspirations of your audience. Integrate these keywords naturally into your titles and descriptions.
• Optimizing your profile: Integrate relevant keywords into your Xiaohongshu profile name, your introduction, and your bio. This will improve the description of your brand and the understanding of your audience.
• Surfing trends and hashtags: Use popular and high-traffic hashtags to increase the visibility of your posts.
• Cross-platform promotion: Connect your Xiaohongshu account to other digital platforms such as your website, WeChat, and Weibo accounts. Also integrate the links from these platforms into your RED profile, thus creating an interconnected digital and social media ecosystem. This strategy increases traffic sources to your Xiaohongshu account.
• Data analysis and performance: Utilize Xiaohongshu’s analysis features to carefully evaluate your content data and its performance. Perform this analysis on a regular basis to adjust your content strategy based on your audience’s preferences, product interests, and engagement levels.
• Active engagement with users: Actively respond to your users’ comments. This interaction is crucial to gaining their engagement and trust, demonstrating that you value their opinion and are not simply representing a generic brand.

If you are looking to learn more about China’s Digital Marketing environment to successfully implement yourself…

Follow our Linkedin Page for up-to-date insights

If you are ready to make your business grow using China’s best social medias : let’s discuss !

HI-COM is a digital marketing agency that provides businesses around the world with China-specific strategies, social media communications services and e-commerce marketing services. Working with more than 100 brands, HI-COM is the preferred partner for companies wishing to enter the Chinese market!

Introduction Advertising Law in China

China’s Advertising Law was initially passed in 1994 and was revised in September 2015. Read the revised version here is twice as long as the 1994 original. It was implemented to increase consumer protection and impose stricter rules on advertisers.

Three examples of brands sanctioned in China for violating advertising legislation

Procter & Gamble

In 2015, Shanghai fined P&G 6 million RMB for misleading advertisements for Crest toothpaste. This record fine, according to Xinhua, was applied due to the company making exaggerations and producing touched up images on the whitening effect of its products. This shows how consumer protection is tightening up in China, calling for more careful advertising.

Canada Goose

The Chinese market regulator imposed a fine of 450,000 yuan (approximately 70,000 USD) on the Chinese subsidiary of Canada Goose for false advertising, after finding that the jackets contained mainly duck down instead of the goose down as claimed by the company. Additionally, the regulator determined that Canada Goose’s claims about Hutterite down, claimed to be the warmest Canadian down, misled consumers.

Estee Lauder

Chinese authorities fined Estée Lauder 2,381,671 RMB for false advertising in China. The brand claimed that its “Advanced Night Repair Essence” product offered substantial benefits, such as a “Youth Index of +77%” and improvements in skin texture, without providing sufficient evidence for these claims. This case highlights the importance of companies providing solid evidence for their advertising claims in China.

How is advertising regulated in China?

Below is a summary of the main measures governing advertising in China. To take a more detailed look, read the full text here.

1 – Veracity and legality of advertising

One of the pillars of advertising regulation in China, set by the new law of September 2015, concerns the veracity and legality of advertising messages. This measure aims to create a healthy and transparent advertising environment, where consumers can make informed decisions based on reliable and verifiable information.

The law clearly defines four main categories of advertisements considered as misleading, as explained below by the Administration for Industry and Commerce (AIC):

Advertisements for fictitious products or services:

Any advertisement promoting goods or services that do not exist or are not available for sale is strictly prohibited. This practice aims to eliminate any attempt at deception aimed at attracting consumers with illusory offers.

Major non-compliant declarations:

Information regarding crucial aspects of the product or service, such as price, origin, ingredients, manufacturer, functionality and performance, must be accurate and must not mislead the consumer. These items are often decisive in the purchasing decision process, and their accuracy is therefore essential.

Use of falsified data:

The use of data, scientific research results, surveys, falsified statistics, or any information that cannot be verified is prohibited. This rule ensures that advertisements based on empirical or scientific evidence are authentic and reliable.

Use of false performance related information:

Fabricating information regarding the performance of a product or service from scratch is also prohibited. This includes exaggerations or unsubstantiated claims about the capabilities or effects of a product or service.

2 – Ban on “Absolute Terms” in Advertising in China

Chinese advertising regulations aim for transparency and prohibit the use of “absolute terms” to prevent exaggerations. These terms, such as “the best” or “incomparable,” suggest superiority without hard proof. The law seeks to protect consumers from unsubstantiated claims about product quality or effectiveness.

3 – Sectors of activity subject to very strict advertising regulations in China

Chinese advertising law imposes specific and rigorous controls on certain categories of products and services. These detailed rules, which are aimed at protecting consumers and promoting ethical business practices, are divided into the following sectors:

• medicines and medical equipment (art. 16, 17 and 18)
• tobacco and’alcohol (art. 22 and 23)
• education and training (art. 24)
• products and services promising a return on investment (art. 25)
• L’real estate and related advertisements (art. 26)
• seeds and animals (art. 27)

If you wish to advertise in one of these sectors, make sure you consult the details of the special rules subject to these industries.

4 – Advertising spokesperson

The law imposes rules on advertising spokespeople to ensure the authenticity of advertisements. Article 38 requires that their recommendations be based on facts and consistent with the law. They should not promote products they have not used or services they have not received. Minors under the age of ten cannot be spokespersons. Those sanctioned for false advertising are prohibited from becoming so for a defined period.

5 – Other clauses

Many other clauses are present in the law for advertising, such as the the following:

• Ban on’use or’use in disguised form the national flag, national anthem, national emblem, military flag, military song or military emblem of the People’s Republic of China
• Ban on’hinder the protection of the environment, natural resources or cultural heritage through advertising
• When an advertisement concerns a patented product or a patented method, it must indicate the number and type of the patent
• Many more

What sanctions are applied in the event of non-compliance with advertising rules in China?

The Advertising Law of the People’s Republic of China provides various penalties for non-compliance, targeting advertisers, advertising agents, ad publishers and endorsers. Here is a summary of possible sanctions:

Fines for false advertising:

For publishing false advertising, the market regulation department can impose fines ranging from three to five times the advertising spending. If the spending is incalculable or negligible, fines can range from 200,000 Yuan to one million Yuan. In severe cases or if the advertiser has committed three or more violations within two years, fines can increase by five to ten times the advertising spending, or between one million Yuan and two million yuan.

Corrective actions:

Entities involved in illegal advertising activities may be ordered to take corrective action. This includes stopping advertising, reviewing advertising content for compliance, and publishing fee rates and fee collection methods in accordance with relevant state provisions.

Confiscation and increases in penalties for endorsers:

If endorsers violate specific provisions, such as recommending or certifying medical services, medicines or dietary supplements without due verification or endorsing goods or services that they did not use or receive, authorities may confiscate their illegal income. Fines can range from one to two times the illegal income.

Suspension and revocation of activities:

In the event of serious violations, the Market Regulation Department has the authority to suspend or revoke the business license or advertisement publication registration certificate of the violating party.

Public liability:

Advertisers, advertising agents and endorsers may also bear civil liability for any harm caused by false advertising, especially if it affects the lives or health of consumers. This includes joint and several liability for damages caused to consumers.

Criminal liability:

In cases where violation of advertising laws is criminally punishable, the law will hold violators criminally liable.

These sanctions are designed to enforce compliance with the law, protect consumers, and maintain the integrity of China’s advertising industry.

Best practices for advertising in China

Know the platforms and follow the latest trends:

The Chinese digital world is very specific, with giants like WeChat and Douyin at the heart of daily interactions. It is therefore crucial to understand not only these platforms but also the different trends in terms of advertising in order to make your advertising campaign a success.

Do not simply copy the content from another country:

China has a unique culture, requiring specific marketing content. Successful campaigns incorporate local cultural aspects. They are addressed to Chinese consumers in their own language and context. Additionally, China has strict advertising regulations. Advertising tailored to another Asian market may not comply with Chinese laws.

Do not hesitate to get support:

The Chinese market is complex due to its strict regulations on advertising and censorship. Specialized local agencies are often necessary. They help to understand regulations and cultural nuances. They also optimize campaigns for success.

Brands succeed in China by adapting their approach. They must engage deeply with the Chinese market and culture. This maximizes the impact of their advertising efforts.

Call HICOM today to set up your next advertising campaigns in China!

Why should brands look to China? The answer is simple: innovation, volume and exponential growth.

The figures speak for themselves, China ranks second in the cosmetics market just behind the United States, with a market estimated at more than 440 billion Yuan in 2024 and annual growth estimated at 7.7%. This suggests a bright future for all involved in the sector.

In short, ignoring the Chinese market means missing out on a significant chunk of the global cosmetics cake.

Ready to transform your approach to digital marketing in China?

At HICOM, we’ve mastered the art of capturing attention with KOL influencers, orchestrating impactful campaigns, and effectively managing your accounts. Working with over 100 brands, HI-COM is the partner of choice for companies looking to break into the Chinese market!

Contact us today for a free consultation with our team of experts and give your brand the boost it deserves.

• Symbolism and Traditions: Chinese festivals celebrate important moments in the lunar calendar, historical events or deities. They are associated with specific traditions, such as family reunions, food offerings, fireworks, and exchanging gifts.
• Opportunities for Increased Consumption: Festivals boost the Chinese economy by encouraging purchases of goods and services. Chinese people spend more on food, clothing, household items, travel and entertainment during these periods.

• Increase in Expenses: Festivals boost consumer spending, especially on products related to the celebration, such as gifts, food and clothing.
• Changes in Consumption Habits: Festivals change purchasing habits, with consumption peaks observed during festive periods.
• Importance of Family and Friends: Festivals are times when families and friends come together, which influences consumption choices and group purchases.
• Attractiveness of Promotions and Special Offers: Brands and retailers offer promotions and special offers during festivals to attract consumers.
• Role of E-Commerce Platforms: E-commerce platforms play a major role in promoting festivals and facilitating shopping during these times.
• Influence of Social Networks: Social media helps create a buzz around festivals and influences consumers’ purchasing decisions.

1. Nike and the Lunar New Year:

2. Starbucks and the Dragon Boat Festival:

3. L’Oréal and 11.11 :

4. Burberry and the Qixi Festival :

5. Prada and 520:

• Cultural Calendar: Plan your campaign in accordance with the Chinese cultural calendar. Knowing the nuances of each festival helps create a message that resonates better with your customers.
• Culturally Resonant Content: Create content that celebrates and honors the holidays. Integrate traditional Chinese elements with a modern twist to create an authentic connection.
• Seasonal Offers: Offer limited editions or special offers that match the spirit of the festival to attract customers looking for unique festive purchases.

KOLs are enablers of commerce in China; to use them effectively:

• Strategic Choice: Identify KOLs whose values and branding align with yours. The right choice amplifies’
• Relevant Collaborations: Create partnerships where KOLs can share their authentic product experiences through engaging storytelling or live demonstrations.
• Interactive Campaigns: Encourage KOLs to interact with their audience to create a buzz around your brand.

Diversify your presence on platforms to reach a wider audience:

• Tmall: Personalize your Tmall stores with festive visuals and take advantage of the platform’s functions for effective advertising campaigns.
• Douyin: Use trending hashtags, challenges, and interactive video content on Douyin to engage audiences creatively.

Prepare your backend to meet increased demand:

• Inventory Planning: Make sure you have enough inventory of popular products. Use data from previous years to predict needs.
• Reactive Logistics: Work with reliable logistics partners to ensure fast delivery and good customer service during peak traffic periods.
• Customer service : Strengthen your customer service to handle increased customer interactions during festivals.

Through these tips – aligning your message with cultural values, strategically engaging influential KOLs, optimizing campaigns for different e-commerce platforms, and planning solid logistics – you will have a solid foundation for an impactful and successful campaign during festivals in China.

Conclusion

Ready to transform your approach to digital marketing in China?

At HICOM, we’ve mastered the art of capturing attention with KOL influencers, orchestrating impactful campaigns, and effectively managing your accounts. Working with over 100 brands, HI-COM is the partner of choice for companies looking to break into the Chinese market!

Contact us today for a free consultation with our team of experts and give your brand the boost it deserves.

What are the most effective ways of communicating with Chinese companies from a seller’s point of view? The answer to this question depends on the type of product or service you’re selling and the stage of the sales process you’re at. Establishing an initial contact, making contact with a repeat customer or maintaining a relationship require slightly different approaches, one of which is participation in trade fairs/exhibitions and conferences.

The following conclusions are based primarily on research by Matthew Harrison and Mark Hedley of B2B International.

Top 7 Most Effective Ways for Communication in China

#1 Communication in China

Exhibitions and conferences

Exhibitions and conferences are one of the most effective ways of establishing initial contact and helping to maintain brand awareness in the market. Trade shows enjoy great popularity in China, and their number increases every year.

Obviously, organizing a trade show is one of the most expensive marketing promotion events, but it is essential at the introductory stage and helps to establish the first contact. The cost can also be reduced if you decide to partner with another company, your agent or distributor. You don’t need to have a grandiose stand with lots of square meters to make an impression, but an attractive and memorable design is very important.

Spending time and money on your trade show presence will also help convince potential buyers that you’re committed to the local market and that you’re here to stay.

Well-designed posters, strategically-placed video monitors and friendly giveaways for your visitors can help draw people to your stand, which is ultimately what you want at a trade show.

As Matthew Harrison and Mark Hedley of B2B International noted in their white paper:

“Chinese visitors would feel much more comfortable dealing with a company they’ve seen at the show, even if it’s only a first meeting. The fact that you spend time and money on your presence at a trade show would also help convince potential buyers that you’re committed to the local market and that you’re here to stay.

It’s also worth remembering that exhibitions are an indirect form of marketing and rarely lead to immediate sales leads in the short term. The benefits of participating in these exhibitions can seem frustratingly intangible to Western companies, as there’s no way of assessing their true impact on sales. It may be that Chinese businesspeople are culturally disposed to exaggerate the importance of fairs and exhibitions, but it’s also true that companies that don’t participate in key exhibitions can create a negative impression with customers simply by their absence.”

The vast majority of trade shows are held in first-tier cities: Shanghai, Beijing, Shenzhen and Guangzhou, but recently more and more shows are also being held in second- and third-tier cities.

If you’re planning your first trade show in China, here’s what I suggest you consider in advance:

1. Always choose the largest and busiest trade show in the region where your customers are located;
2. Book as early as possible, as good places go fast. Some organizers sell places by tender, in which you or a member of your staff must participate;
3. Visit the show a year earlier to get a feel for it. Look for the most interesting stands, and find out about the contractor who built them and whom you will contact later. The quality of stand construction can be a major issue, so look for a reputable contractor in advance and monitor their progress during construction by being on-site at all times;
4. Make sure you have enough souvenirs for your visitors – some less expensive, like pens, and some more expensive for selected customers who take the time to ask you questions and seem genuinely interested. There’s nothing more frustrating than running out of goodies and documents before the end of the show. On the other hand, if you have a surplus, you can always use it next year or at another show;
5. Prepare your marketing material (brochures, data sheets, etc.) in Chinese, with smaller quantities in English for international visitors;
6. Choose a “star product” and build the whole theme around it. Concentrate on a single message you want to get across, and avoid confusing your visitors (especially those who don’t know you yet) by being all over the place;

#2 Communication in China

Email

E-mail communication is one of the preferred ways to communicate with your customers in China. It’s also the most convenient way to keep in touch with your existing customers. While many Chinese may be embarrassed by their low level of oral communication skills in English, they feel quite comfortable discussing the same issues in written communication.

In fact, most business people in China today have a very decent level of written English, making this method preferable to direct telephone calls. E-mail is an excellent way of following up meetings and providing further details after initial contact. Make sure your e-mails are written in simple language and avoid long sentences to make them more readable.

#3 Communication in China

Websites

Having a localized website is essential for promoting your business in China, a country with around 400 million e-mail users. Localizing your website requires a well-planned effort, the most important aspect of which – translation – was covered in our previous article.

92% of Chinese Internet users use a social media platform, so it’s essential to maintain your presence there.
Having a professional, modern website can also set you apart from most China-based competitors, who tend to have messy, cluttered sites. Don’t forget that your website is probably the first place an interested customer will look after meeting you for the first time.

#4 Communication in China

Social Medias

Sina Weibo, the Chinese microblogging platform, and WeChat the mobile network, are by far the most popular of these services. The great thing about Weibo and WeChat is the ability to broadcast your message instantly and directly to your followers’ mobile devices.

Once you’ve set up your Weibo account, make sure you put its URL and QR code on your print and digital marketing materials and encourage your customers to log in (WeChat is different from Weibo in this way).

LinkedIn is not currently as popular in China as alternative professional networks, so we’ll review these services in later posts.

#5 Communication in China

Face-to-Face Meeting

Personal relationships are still the rule in Chinese business. Taking the time to personally visit your customers is one of the best investments you can make.

Insist on accompanying your salespeople, agent or distributor on their visits, even if you don’t speak Chinese. If you’re giving a presentation, make sure someone from your company who knows the subject translates it.

#6 Communication in China

Phone Calls

Phone calls may be of limited use if your customers have difficulty understanding your English (or your accent) – they can still be an effective way of keeping in touch with those who speak it well enough. However, with the proliferation of instant messaging, where you can control your availability, calling someone’s cell phone directly can seem less thoughtful.

Excellent mobile instant messaging services, such as WeChat, could be a great way not only to communicate, but also to spread your marketing message.

#7 Communication in China

Relations and Networking

Chinese guanxi remains important in the Chinese business environment, although the concept as a whole may be alien to many foreigners. Guanxi refers to a person’s network of personal relationships in a business context. The concept of guanxi also implies that business relationships can often turn into personal friendships, and indeed many Chinese businessmen consciously devote a great deal of time and energy to nurturing such relationships. This may take the form of banquets, parties or gifts – activities that may seem expensive and unnecessary to many Westerners.

As Matthew Harrison and Mark Hedley of B2B International write in their white paper:

“While this type of networking and relationship-building is clearly important to the sales process in China, some commentators tend to overemphasize its importance when trying to penetrate the Chinese market.

As in any market, building strong relationships is extremely important to market success, although guanxi is no substitute for a solid product offering or a trustworthy supplier. What Western companies sometimes find hard to accept is how this trust is earned, and how long it often takes to convince the customer that your product or service meets their needs. The overriding advice to Western companies would be to understand the importance of building relationships when targeting Chinese companies, and to be prepared to exercise the patience necessary to do so.”

Want to know more about entering the Chinese market and how local marketing works? Send us an e-mail!

HI-COM is a multilingual communications agency dedicated to providing China-specific social media communications and e-commerce marketing services to companies worldwide. Working with over 100 brands, HI-COM is the go-to partner for companies looking to break into the Chinese market!

Contact us today for a free consultation!

“For Chinese people online shopping is a lifestyle” said Jack Ma, the founder of Alibaba group and Taobao shopping platform. If you have spent even the smallest amount of time in China, you will have heard of Taobao (here), China’s biggest online shopping service. However much to the frustration of many foreigners living here, Taobao is only available in Chinese. But don’t worry, our team here at HI-COM has translated the most useful parts of the website in English, so you can start grabbing those bargains just like the Chinese have been doing for many years now!

Once you get over the language barrier, the site is actually very easy to use. And if you already use a Chinese bank card or Alipay, your shopping experience on Taobao will be even easier.

On the other hand, if you’re not resident in China, you’ll have to go through shopping agents to receive your packages. We’ll explore this possibility at the end of the article

PS: This guide and the examples in it are on a computer interface. A mobile version is coming soon…

So let’s begin!

TABLE OF CONTENTS
– Step 1 : Presentation of the home page
– Step 2 : Register
– Step 3 : Sign In
– Step 4 : Find an article
– Step 5 : Results of the search
– Step 6 : Description of the article
– Step 7 : Add to shopping cart
– Step 8 : Payment
– Step 8 : Payment confirmation

Step 1: Taobao English home page

Once you arrive at taobao.com, you will see a main search bar with a “Search” button (this also works if you search for English words or brand names), categories of goods on the left, advertisements in the middle, a QR code to scan with your phone to activate the Mobile Taobao App, and Taobao mascot under the code with three orange buttons: Login, Register and Open your own shop.

Go ahead and click “Register“.

Step 2: Registering at Taobao in English

The developers at Taobao have already created a registration page in English, so you should have no problems signing up.

Step 3: Logging in to Taobao in English

After registering, you can then log in. Here you have two choices; you can either scan a QR code with your mobile, or click on the orange computer icon that’s partially hidden n the top right corner.

Step 4: Surfing the Taobao English Guide

Now let’s move on to the fun part – searching for an item you wish to buy. In our case we are buying an iPhone cover. For best results, we recommend that you find the name of the item translated into Chinese first, and enter it into the search bar. This will bring up a wider range of results and choices.

The filters here are really useful. You are free to choose styles, materials, special features, sort by price (or enter an minimum / maximum price range in the windows marked with ¥), and sort by origin of shipment. You can tick the “same day arrival” window, “new product” or “used products” etc. depending on your needs.

Step 5: Choosing your items on Taobao English Guide

We picked out our item here using a brand name and a Chinese description.

When you compare the products, here are a few things you may want to look out for:

• The number of people who purchased this item (the small grey number next to the price)
• An Icon of each platform on which it is sold (e.g. Tmall, red icon on the last line)
• Origin of the shop (above the blue logo of the messenger).

The product we have selected has been purchased 105,438 times. It is sold on Tmall (so we are going to be redirected, but fear not – Tmall is well integrated to Taobao), and it will be dispatched from Shenzhen (the origin of shop/shipment information comes in handy if you’re in a rush to get your products, as it will take less time to be delivered). Feel free to play with the filters the way you like.

Step 6: Item details

By clicking on the item, you will enter the shop, where you can choose an exact model or check the trustworthiness of the seller (check the line with the red numbers above the product – monthly sales and feedback, if applicable).

Model: You can choose the color, size and other criteria. Now, if you get past all the ads, you will see some additional information on this page: freight info – price and time of transportation, amount of units in stock.

You will also find some statistics such as how many times the product was sold in the last 30 days (117,227), and how many times it has been rated (144,353).

Step 7: Adding your address to your Taobao account

After you have made your choice, go ahead and click either “Add to Shopping cart“, or “Buy now” for a direct payment.

To make a payment you will need to enter your address (enter it Chinese if possible) and contact info, select the items you want to pay for and click the red button. You will then be directed to the payment page.

In our case we do not have a Tmall voucher, and we do not need to send any messages to the sellers, but we have those options if we need them.Among the other options you might want to choose the type of delivery, ranging from a super fast one (SF express), an average one (set by default), or a slower one (China Post). You can adjust the quantity you wish to order and even request a Fapiao invoice.

Step 8: Using Alipay when shopping on Taobao

If you are using Alipay on your computer, this synchronised web helper will pop up automatically. Otherwise log in to your internet banking service, by clicking on the logo of your bank.

If you are using Alipay, enter your password and press “Confirm the payment”.

Step 9: Confirmation of your purchase and payment on Taobao

You will then receive confirmation of your payment (as indicated below by the green tick), and the estimated delivery time will also be displayed here.

And of course beware of scams!

So there you have it, you are now free to shop on Taobao in a language you understand! Let us know in the comments about your shopping experiences using our guide.

HI-COM Answers Frequently Asked Questions About TAOBAO :

• How long does it take to ship from Taobao?

If you are expecting a purple within Mainland china, expect your purchase to be at your door within 2 to 3 days. If you are shopping at the store within your city, the delivery is next day, but there is no guarantee to that if you didn’t set the details with the seller via the Taobao inner messenger – WanWan! If there are any problems with the items purchased or you would like to return the items, make sure you talk to the seller first.

• What are the reviews and opinions on Taobao?

Taobao is often perceived as a site for the sale of poor-quality Chinese products. Nevertheless, Taobao is a site mainly used by Chinese consumers, so you just have to know how to spot the good products from the bad ones.

Taobao has controversial reviews, as people who have had a bad experience will share it, but people who have had a good experience will not.

So, as a TAOBAO consumer, we can tell you that this is an application or website, where product reviews are paramount to inspect before making any purchase. Having already ordered from Taobao, we received all our orders on time and as described. Despite the differing opinions on this platform, we recommend that you follow our tips and guides for ordering products on this site.

As on all good websites, there are some so-called “toxic” sellers who are indeed dishonest about the product description or the shipment of the package. TAOBAO is no exception to the rule, and in our section on “How to avoid scams on TAOBAO” you’ll find out how to ensure a good customer experience on this site.

Finally, TAOBAO is a highly recommendable site, especially if you live in China. It will be very useful if you don’t want to spend much and quality is not an important criterion depending on the product.

• What’s the difference between AliExpress and Taobao?

Taobao, unlike AliExpress, is an e-commerce site primarily focused on selling products directly in China, not across borders. This is why the AliExpress website is available in English, unlike Taobao, which is only available in Chinese, but thanks to our guide you’ll be able to order without worry.

AliExpress deals mainly with foreign trade, while Taobao deals with Chinese domestic trade.

As far as payment methods are concerned, AliExpress is open to international payment methods such as Paypal, whereas on Taobao you can only pay with Alipay or WeChat pay.

Taobao offers better-quality products, with faster delivery thanks to a much larger number of sellers than AliExpress.

• Is Taobao a trusted and reliable site?

TAOBAO is a trusted and reliable site if you know how to choose the right seller and the right product.

To do this, you need to be fluent in Chinese or have a translation tool at your disposal.

What’s more, payments via Alipay or WeChat pay are verified and controlled. The site is also secure. So you can order products on TAOBAO without fear if you know how to select the right products.

• How to avoid scams on Taobao?

To avoid scams on Taobao, it’s important to read the comments and reviews about the seller and the product you want to buy. As the website is in Chinese, you’ll need to either master the Chinese language or have a translation tool to understand and translate the reviews posted by people who have bought the product. Note that in China, Chinese people write reviews for all products all the time! As a result, product reviews are very important, and usually in very large numbers.

What’s more, if a seller sells a non-compliant product or fails to ship it, this will be reflected in the comments and ratings of the product or seller page.

If you have zero comments on the product, it’s quite suspicious. It may also mean that the product page is often deleted to remove negative comments warning you about the product.

What’s more, if the price is really low compared to the competition, this is also a way for you to be wary. Indeed, very low prices compared to the competition may be proof that it’s surely a scam.

Finally, accessing the seller page allows you to see whether or not there’s any cohesion between the products being sold. If you’re looking to buy a dress and you see on the seller’s page that he’s also selling electronic products, that might seem suspicious too.

• What is Taobao Focus and shopping agents?

When you are not in China, it might be hard to do shopping on Taobao, since the delivery is strictly local. But there are hundreds of  agents out there to help you with your Taobao shopping experiences. Be careful when choosing your shopping agent!

TAOBAO Focus is an intermediary site dedicated to shopping on TAOBAO. This website helps you buy on TAOBAO and have your order delivered from China.

It differs from other TAOBAO agents in that it doesn’t require minimum orders, it’s in French and the service fees are competitive.

So there you have it, you’re now free to shop on Taobao in a language you understand! Let us know about your experiences in the comments.

→ Discover Parcel Up (Taobao FOCUS)