{"id":6565,"date":"2020-11-30T07:20:27","date_gmt":"2020-11-30T07:20:27","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=6565"},"modified":"2025-04-23T09:58:05","modified_gmt":"2025-04-23T09:58:05","slug":"how-to-build-credibility-online","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/how-to-build-credibility-online\/","title":{"rendered":"How to build your brand credibility online in China"},"content":{"rendered":"<h2>REDFERN DIGITAL AND CBBC HAVE PARTNERED TO PRESENT A FOUR-PART SERIES ON DIGITAL RETAIL IN CHINA. THIS PART EXPLORES HOW TO BUILD YOUR ONLINE CREDIBILITY IN THE CHINESE ONLINE RETAIL SPACE<\/h2>\n<p><a href=\"\/lp-cta-gateway\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-7246 size-full\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway.png\" alt=\"launchpad gateway\" width=\"4680\" height=\"786\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway.png 4680w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-300x50.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-1024x172.png 1024w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-768x129.png 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-1536x258.png 1536w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-2048x344.png 2048w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-1920x322.png 1920w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-1170x197.png 1170w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-585x98.png 585w\" sizes=\"(max-width: 4680px) 100vw, 4680px\" \/><\/a><\/p>\n<h3><strong>How is the retail consumer journey different between Chinese consumers and UK consumers?<\/strong><\/h3>\n<p>The entire process is quite different for Chinese consumers, starting with how they begin their brand or product research. Instead of using a search engine, Chinese consumers tend to search directly on social media or on e-commerce platforms for brand and product details. Having a strong presence on these platforms is essential when it comes to establishing brand credibility in the China market.<\/p>\n<div style=\"clear:both; margin-top:2em; margin-bottom:2em;\"><a href=\"https:\/\/focus.cbbc.org\/why-and-how-to-sell-to-china-on-cross-border-e-commerce\/\" target=\"_self\" rel=\"dofollow\" class=\"u300d7fefc25f234557d93e19950f2629\"><style> .u300d7fefc25f234557d93e19950f2629 { padding:0px; margin: 0; padding-top:1em!important; padding-bottom:1em!important; width:100%; display: block; font-weight:bold; background-color:#eaeaea; border:0!important; border-left:4px solid #E74C3C!important; box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -moz-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -o-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -webkit-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); text-decoration:none; } .u300d7fefc25f234557d93e19950f2629:active, .u300d7fefc25f234557d93e19950f2629:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; text-decoration:none; } .u300d7fefc25f234557d93e19950f2629 { transition: background-color 250ms; webkit-transition: background-color 250ms; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; } .u300d7fefc25f234557d93e19950f2629 .ctaText { font-weight:bold; color:#E74C3C; text-decoration:none; font-size: 16px; } .u300d7fefc25f234557d93e19950f2629 .postTitle { color:#000000; text-decoration: underline!important; font-size: 16px; } .u300d7fefc25f234557d93e19950f2629:hover .postTitle { text-decoration: underline!important; } <\/style><div style=\"padding-left:1em; padding-right:1em;\"><span class=\"ctaText\">Read Also<\/span>&nbsp; <span class=\"postTitle\">Why and how to sell to China on cross-border e-commerce<\/span><\/div><\/a><\/div>\n<h3><strong>What are the main social and e-commerce platforms used in China?<\/strong><\/h3>\n<p>There are a number of <a href=\"https:\/\/focus.cbbc.org\/chinas-main-e-commerce-platforms\/\" target=\"_blank\" rel=\"noopener noreferrer\">platforms<\/a> that Chinese users utilise for different purposes. Below are a few of the largest:<\/p>\n<ul>\n<li><a href=\"https:\/\/focus.cbbc.org\/what-are-wechat-mini-programs\/\" target=\"_blank\" rel=\"noopener noreferrer\">WeChat<\/a> is a social platform that has its own eco-system and is essential for brands that want to build up credibility and community.<\/li>\n<li>Tmall (owned by Alibaba) and JD are among the largest e-commerce platforms in China.<\/li>\n<li>Video-sharing platforms that are currently most popular include Bilibili, Douyin and Kuaishou.<\/li>\n<li>Weibo is more of a short form content platform that can be used for spreading brand awareness.<\/li>\n<li>Zhihu is the largest Q&amp;A platform in China and is known for its professional content.<\/li>\n<li><a href=\"https:\/\/focus.cbbc.org\/xiaohongshu-red-reduces-commission-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">Xiaohongshu<\/a> (Little Red Book) is platform where users can share their experience or reviews of products and services.<\/li>\n<\/ul>\n<div id=\"attachment_6568\" style=\"width: 1010px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-6568\" class=\"wp-image-6568 size-full\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/11\/shutterstock_1794585781.jpg\" alt=\"Man walking past billboard\" width=\"1000\" height=\"669\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/11\/shutterstock_1794585781.jpg 1000w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/11\/shutterstock_1794585781-300x201.jpg 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/11\/shutterstock_1794585781-768x514.jpg 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/11\/shutterstock_1794585781-585x391.jpg 585w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/11\/shutterstock_1794585781-263x175.jpg 263w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><p id=\"caption-attachment-6568\" class=\"wp-caption-text\">User demographics on the various social platforms are very different<\/p><\/div>\n<h3><strong>How do brands choose which platforms to market on?\u00a0<\/strong><\/h3>\n<p>The answer to this is highly dependent on the brand category, the type of product or service, and the brand\u2019s target audience. The user demographics on the different social platforms can be very different: for example, Xiaohongshu has a largely female user base, while Douyin has a very young user base. That being said, WeChat is a platform that all brands should take advantage of.<\/p>\n<blockquote><p>Xiaohongshu has a largely female user base, while Douyin has a very young user base<\/p><\/blockquote>\n<p>Additionally, platform connectivity is extremely important to take note of and is something that can change from month to month. Due to competition between each other, some social platforms do not allow for direct linkage to some e-commerce platforms, for example, WeChat does not allow for direct linkage to Tmall. Therefore, any marketing strategy and campaign to drive sales to online channels should take this into account.<\/p>\n<div style=\"clear:both; margin-top:2em; margin-bottom:2em;\"><a href=\"https:\/\/focus.cbbc.org\/companies-are-still-getting-the-chinese-market-wrong\/\" target=\"_self\" rel=\"dofollow\" class=\"u2041aee160d1cc62f82eaa17c1f67a1a\"><style> .u2041aee160d1cc62f82eaa17c1f67a1a { padding:0px; margin: 0; padding-top:1em!important; padding-bottom:1em!important; width:100%; display: block; font-weight:bold; background-color:#eaeaea; border:0!important; border-left:4px solid #E74C3C!important; box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -moz-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -o-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -webkit-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); text-decoration:none; } .u2041aee160d1cc62f82eaa17c1f67a1a:active, .u2041aee160d1cc62f82eaa17c1f67a1a:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; text-decoration:none; } .u2041aee160d1cc62f82eaa17c1f67a1a { transition: background-color 250ms; webkit-transition: background-color 250ms; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; } .u2041aee160d1cc62f82eaa17c1f67a1a .ctaText { font-weight:bold; color:#E74C3C; text-decoration:none; font-size: 16px; } .u2041aee160d1cc62f82eaa17c1f67a1a .postTitle { color:#000000; text-decoration: underline!important; font-size: 16px; } .u2041aee160d1cc62f82eaa17c1f67a1a:hover .postTitle { text-decoration: underline!important; } <\/style><div style=\"padding-left:1em; padding-right:1em;\"><span class=\"ctaText\">Read Also<\/span>&nbsp; <span class=\"postTitle\">Western companies are still getting the Chinese market wrong when it comes to marketing<\/span><\/div><\/a><\/div>\n<h3><strong>What different ways can brands leverage these social platforms to build credibility?<\/strong><\/h3>\n<p>When marketing online, brands should utilise both owned media and paid media. Owned media is content that is published through the brand\u2019s own accounts, for example, through the brand\u2019s official WeChat account. Content marketing through own media is great for building the brand reputation and developing a reliable touch point through which consumers can learn about the brand. However, it is more of a long-term process and is more about validation than immediate sales. Therefore, brands should use a combination of owned media and <a href=\"https:\/\/focus.cbbc.org\/short-form-video\/\" target=\"_blank\" rel=\"noopener noreferrer\">paid media<\/a>. Paid media are paid forms of marketing that can include promotional tools built into the platforms, product seeding, <a href=\"https:\/\/focus.cbbc.org\/three-influencers-share-their-secrets\/\" target=\"_blank\" rel=\"noopener noreferrer\">key opinion leaders<\/a>, and programmatic ads. Paid media allows for more immediate sales and exposure, but cannot build up the brand reputation alone in the long run.<\/p>\n<blockquote><p>Brands should utilise both owned media and paid media<\/p><\/blockquote>\n<h3><strong>Are there any other tips brands need to remember when it comes to building up the brand reputation?<\/strong><\/h3>\n<ol>\n<li>Brands should always ensure consistency in their brand image, key visuals and content tone across all marketing touch points. Doing so will allow the brand to create a stronger impression with the consumer and be more recognisable.<\/li>\n<li>Brands should also strive to have a variety of different touch points that drive users to the sales channels in order to intercept Chinese consumers in their purchase decision-making journey. The touch points should be across a number of different platforms, through a mixture of own and paid media. This could mean running the brand\u2019s WeChat account, while also collaborating with KOLs on <a href=\"https:\/\/focus.cbbc.org\/douyin-dethroning-wechat\/\" target=\"_blank\" rel=\"noopener noreferrer\">Douyin<\/a> and Weibo.<\/li>\n<\/ol>\n<p><a href=\"\/lp-cta-membership1\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-7248 size-full\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1.png\" alt=\"\" width=\"4680\" height=\"786\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1.png 4680w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-300x50.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1024x172.png 1024w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-768x129.png 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1536x258.png 1536w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-2048x344.png 2048w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1920x322.png 1920w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1170x197.png 1170w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-585x98.png 585w\" sizes=\"(max-width: 4680px) 100vw, 4680px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>REDFERN DIGITAL AND CBBC HAVE PARTNERED TO PRESENT A FOUR-PART SERIES ON DIGITAL RETAIL IN CHINA. THIS PART EXPLORES HOW TO BUILD YOUR ONLINE CREDIBILITY IN THE CHINESE ONLINE RETAIL SPACE How is the retail consumer journey different between Chinese consumers and UK consumers? The entire process is quite different for Chinese consumers, starting with how they begin their brand or product research. Instead of using a search engine, Chinese&hellip;<\/p>\n","protected":false},"author":30,"featured_media":6567,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[123],"tags":[340,357,2427,181],"class_list":["post-6565","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer","tag-branding","tag-e-commerce","tag-paywall","tag-retail"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to build your brand credibility online in China - Focus - China Britain Business Council<\/title>\n<meta name=\"description\" content=\"When marketing in China, it&#039;s important to know how to build brand credibility online on WeChat, Xiaohongshu, Weibo et al: here&#039;s how\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/focus.cbbc.org\/how-to-build-credibility-online\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to build your brand credibility online in China - 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