Why you have to think differently when it comes to digital in China

With more Australian companies eyeing Asian expansion Matt McDougal looks at the particular challenges of establishing a brand in the Chinese market.

We often mistakenly believe that globalisation means we all have the same tastes and consumer habits. In some cases perhaps this is true to a certain extent but never forget to localise. No brand should count on its international recognition to reach the Chinese population. Mattel, for example, paid a huge price when they belatedly realised Chinese girls did not attach the same importance to a Barbie doll compared to Western girls.Yes, for the most of us, Barbie is an uncontested icon and a reminder of our childhood but she is also a white, sexy doll that has nothing to do with what Chinese girls like. Again and again, brands pay the price for not doing their homework and understanding Chinese consumer tastes.

Whether we are talking about large brands or smaller ones, digital marketing remains a smart choice of advertising in China. The Chinese netizen population is huge and continues to increase with 645 million in 2014 compared to 618 million in 2013. Other studies show that more than 75 percent of the netizen population accesses the Internet via mobile devices. These figures reveal that China is not only a paradise because of its huge population but because it offers great opportunities for advertising online.

To ensure a strong online presence in China, brands should prioritise their local website, social media and a search engine optimisation strategy. Chinese consumers purchase brands they know and trust. They are tech savvy researchers and will look at peer reviews online before making purchase decisions. Always with their smartphone, they will regularly check comments and ads to make sure they are purchasing the right product.