How to grow your business in China? Start small & embrace social media

For the uninitiated, the business landscape in China can often appear overwhelming. It’s true, you need to develop a whole new strategy, not least on social media, when you are attempting to sell your brand online there. But that doesn’t mean you can’t succeed if you have all he building blocks in place.

And for the business that has a brave heart, the benefits are pretty astounding. Even with the restrictions and hurdles to overcome, if you get it right strategy there are over a billion people in the country who could become potential customers. But according to food giant MacDonalds:

"Never assume what works for your mature markets will work for China. Success comes for those who stay relevant to the needs of the Chinese consumer." 

With nearly 85% of Chinese netizens having an account on a microblogging site, social media plays an important part in any brand’s plan to conquer the country. But to succeed you have to put a well thought out strategy in place before you begin – rushing headlong onto Chinese social media is fraught with dangers if you don’t have a clear plan of action.

Get to Know China

You might think it’s simple, just take your strategy from home and squeeze it onto another country. That’s worked in the past, right? The problem is that where China is concerned that tried and tested way of doing things doesn’t work the way it should. China is different. If you want to make a big success and maximise your brand with channels such as social media, then you will need to have some inside knowledge. For most Western companies that means building a relationship with partners in China.

Finding the Right Partner is Crucial

There are a lot to choose from in China and it’s vital to find someone who is reliable and has the clout to get you where you want to go. A lot in China is about building respect and developing that core relationship and without it you are going to have a hard time selling your brand in the country even if you have all the key top staff back at home.

Keep it Small

When you first head into the Chinese market you need to start small and grow. Heading in with all guns blazing can lead to all sorts of problems, not least with the difference in language and meaning that has tripped up many a high profile Western brand in the past.

Hiring the Right People

Any Western brand entering China for the first time needs to hire the right people, including those who know the social media landscape and also speak the language. Be warned, there is a shortage of people in China who can manage cross-cultural teams and the brand that finds the right team is the brand that is in the best position to move forward.

The Right Strategy

Ecommerce in China is a vibrant and often confusing place to operate. There are a number of social media channels such as WeChat and Weibo that have proved vital to the success of Western brands from luxury outlet Burberry to food giant KFC. Some have compared it to the American gold rush at the turn of the last century and the companies with the best thought out strategy are the ones that succeed.

Without the right infrastructure in place, most Western brands will struggle to make it in the complex but potentially rewarding ecommerce landscape in China. According to Helen Chang from NetApp China:

“In China, business always starts with the personal relationship. Building lasting friendships is still a key element to establishing strong partnerships in China.”