{"id":6750,"date":"2025-04-02T11:03:43","date_gmt":"2025-04-02T09:03:43","guid":{"rendered":"https:\/\/globallians.com\/china-social-networks-are-key-tools-for-selling-and-building-a-reputation\/"},"modified":"2025-04-02T17:34:22","modified_gmt":"2025-04-02T15:34:22","slug":"china-social-networks-are-key-tools-for-selling-and-building-a-reputation","status":"publish","type":"post","link":"https:\/\/globallians.com\/en\/china-social-networks-are-key-tools-for-selling-and-building-a-reputation\/","title":{"rendered":"China: social networks are key tools for selling and building a reputation"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"6750\" class=\"elementor elementor-6750 elementor-6737\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-852b508 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"852b508\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0e15531\" data-id=\"0e15531\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a1229f1 elementor-widget elementor-widget-heading\" data-id=\"a1229f1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">China: social networks are key tools for selling and building a reputation<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5950ffb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5950ffb\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f03f981\" data-id=\"f03f981\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3378fe2 elementor-widget elementor-widget-text-editor\" data-id=\"3378fe2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2><b>What do you need to know about e-commerce in China?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The specificity of e-commerce in China lies in the importance of social networks. Unlike Western models, where sales sites and social networks are separate, in China these two worlds are deeply integrated. Consumers discover, discuss and buy a product directly on   <\/span><b>WeChat, Douyin, Xiaohongshu<\/b><span style=\"font-weight: 400;\"> and other social platforms,<\/span><b> without ever leaving the application<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><b>Social e-commerce and livestream shopping are revolutionising shopping behaviour<\/b><span style=\"font-weight: 400;\">. <\/span><b>Xiaohongshu (RED),<\/b> <span style=\"font-weight: 400;\">in particular, is emerging as the go-to platform for young urban consumers, combining<\/span><b> authentic content, community reviews and one-click shopping<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article, Chlo\u00e9 Berndt, Associate Director of<\/span> <a href=\"https:\/\/www.vvrinternational.com\/\">VVR <span style=\"font-weight: 400;\">International<\/span><\/a>,<span style=\"font-weight: 400;\"> explains how these<a href=\"https:\/\/www.vvrinternational.com\/e-commerce-en-chine-strategies-et-perspectives\/\" target=\"_blank\" rel=\"noopener\"> platforms are shaping Chinese e-commerce<\/a> and why Xiaohongshu has become essential for brands <\/span><span style=\"font-weight: 400;\">(particularly in the cosmetics sector).<\/span><\/p>\n<h2><b>China&#8217;s e-commerce giants: Tmall, JD.com and Pinduoduo<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">E-commerce is generating a growing share of consumption in China. Platforms play a major role in retailing, and brands need to be present <\/span><b> capture the attention of Chinese consumers.<\/b><span style=\"font-weight: 400;\">To find out more about the specifics of e-commerce in China, read our article:  <\/span><a href=\"https:\/\/globallians.com\/en\/succeeding-on-the-chinese-market-understanding-the-specific-features-and-advantages-of-e-commerce-in-china\/\"><span style=\"font-weight: 400;\">https:\/\/globallians.com\/reussir-sur-le-marche-chinois-comprendre-les-specificites-et-les-atouts-du-e-commerce-en-chine\/<\/span><\/a><span style=\"font-weight: 400;\"> <\/span><\/p>\n<h3><b>Tmall: the benchmark for international brands<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Tmall, a subsidiary of Alibaba, is<\/span><b> China&#8217;s leading e-commerce platform. <\/b><span style=\"font-weight: 400;\">It enables brands to sell directly to Chinese consumers via two models: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tmall Classic: <\/b><span style=\"font-weight: 400;\">for local businesses with a presence in China.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tmall Global: <\/b><a href=\"https:\/\/globallians.com\/en\/succeeding-on-the-chinese-market-understanding-the-specific-features-and-advantages-of-e-commerce-in-china\/\"><b>a cross-border e-commerce<\/b><\/a><span style=\"font-weight: 400;\"> solution<\/span>, <span style=\"font-weight: 400;\">ideal for foreign brands wishing to test the market without having a distribution partner or legal entity in China, or having had their products certified in accordance with Chinese regulations&#8230;<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Its strength lies in <\/span><b>the guaranteed authenticity<\/b><span style=\"font-weight: 400;\"> of its products, a key criterion for Chinese consumers who fear counterfeits. With events such as  <\/span><b>11.11 (Singles&#8217; Day), <\/b><span style=\"font-weight: 400;\">Tmall generates<\/span><b> billions of dollars in sales in a single day<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><b>JD.com: logistical excellence and premium service<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">JD.com, China&#8217;s second-largest e-commerce player, is renowned for its <\/span><b>integrated supply chain.<\/b><span style=\"font-weight: 400;\">Unlike Tmall, which operates like a marketplace where sellers manage their own stocks, JD.com has  <\/span><b>its own warehouses and delivery systems, <\/b><span style=\"font-weight: 400;\">enabling<\/span> <b>deliveries to be made within 24 hours or even 12 hours of placing an order in certain cities.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">JD.com is targeting consumers who are concerned about<\/span><b> quality and speed of service,<\/b><span style=\"font-weight: 400;\"> in particular through its <\/span><b>JD Plus programme<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><b>Pinduoduo: the success of group buying and bargain prices<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Pinduoduo has introduced the concept of <\/span><b>community group buying to China.<\/b><span style=\"font-weight: 400;\">Its model is based on  <\/span><b>ultra-competitive prices: <\/b><span style=\"font-weight: 400;\">the more consumers buy the same product together, the lower the price.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Initially focused on essential products (food, household appliances), Pinduoduo has expanded its offering to include <\/span><b>premium brands<\/b><span style=\"font-weight: 400;\"> and even <\/span><b>luxury goods,<\/b><span style=\"font-weight: 400;\">, rivalling Tmall and JD.com. Its application has  <\/span><b>over 900 million active users<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p> <\/p>\n<h2><b>The impact of social networks on e-commerce in China<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In China,<\/span><b> social networks are no longer simply communication tools<\/b><span style=\"font-weight: 400;\">, but strategic <\/span><b>purchasing channels<\/b>.<span style=\"font-weight: 400;\">Chinese consumers discover products via  <\/span><b>Chinese consumers discover products via &#8216;professional&#8217; influencers (KOLs<\/b><span style=\"font-weight: 400;\"> Key Opinion Leaders),<\/span><b> influencers (KOCs<\/b><span style=\"font-weight: 400;\"> Key Opinion Consumers), <\/span><b>digital word-of-mouth and community recommendations<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><b>The most influential social networks for your communication and sales development in China:<\/b><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>WeChat:<\/b><span style=\"font-weight: 400;\"> a Tencent application, WeChat integrates <\/span><b>mini-programmes <\/b><b>that enable brands to create <\/b><span style=\"font-weight: 400;\">online shops that can be accessed directly <\/span><span style=\"font-weight: 400;\">from the application.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Douyin (Chinese TikTok)<\/b><span style=\"font-weight: 400;\"> is a key platform for short videos and <\/span><b>livestream shopping.<\/b><span style=\"font-weight: 400;\">More than  <\/span><b>500 million users<\/b><span style=\"font-weight: 400;\"> interact with promotional content every day.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Weibo <\/b><span style=\"font-weight: 400;\">is China&#8217;s historic social network,<\/span><b> useful for viral communication and large-scale marketing campaigns<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Kuaishou<\/b><span style=\"font-weight: 400;\"> is a competitor of Douyin.<\/span><\/li>\n<\/ul>\n<h2><b>Livestreaming: a must for selling in China<\/b><\/h2>\n<h3><b>What is Chinese livestream shopping?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Livestreaming combines live sales and real-time interaction. An influencer or seller presents a product, answers viewers&#8217; questions and offers exclusive promotions for instant purchase. <\/span> <span style=\"font-weight: 400;\">In 2017, the gross value of goods sold via livestreaming was 20 billion yuan. By 2022, this figure has exploded to 3,500 billion yuan! <\/span><\/p>\n<p>(To find out more about the 11.11 trade fair, read VVR International&#8217;s analysis: <a href=\"https:\/\/www.vvrinternational.com\/11-11-en-chine-retour-sur-la-mutation-dun-evenement\/\" target=\"_blank\" rel=\"noopener\">11.11 in China: a look back at the transformation of an event)<\/a><\/p>\n<h3><b>Why does livestreaming work so well in China?<\/b><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Immersive, interactive experience: <\/b><span style=\"font-weight: 400;\">the audience can ask questions and see the products being demonstrated.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Sense of urgency: <\/b><span style=\"font-weight: 400;\">time-limited promotions encourage impulse buying.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Trust in KOLs and KOCs:<\/b><span style=\"font-weight: 400;\"> : collaborating with KOLs and KOCs is a powerful lever for gaining visibility. These influencers play a crucial role in China, as their opinion is often perceived as more reliable than traditional advertising. While KOLs are influential figures capable of having an impact on trends, KOCs are micro-influencers, real users of products, who share authentic and credible recommendations, often on niche products.  <\/span><\/li>\n<\/ul>\n<h2><b>Xiaohongshu: the leading social network for shopping in China<\/b><\/h2>\n<p><b>Xiaohongshu,<\/b><span style=\"font-weight: 400;\"> nicknamed RED, is a social network where users <\/span><b>share their experiences<\/b><span style=\"font-weight: 400;\">give their opinions on products and can buy directly from the application. Somewhere between Instagram, Pinterest and Amazon, this hybrid approach based on user-generated content has transformed Xiaohongshu into a must-have platform for Chinese consumers, who seek  <\/span><b>inspiration and recommendations before making their shopping.<\/b><\/p>\n<h3><b>The growing number of Xiaohongshu users in China: <\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In 2024, Xiaohongshu will have 300 million monthly active users, most of them women. In fact, 79% of users are women, mainly from China&#8217;s major cities, making the platform a veritable <a href=\"https:\/\/daxueconsulting.com\/xiaohongshu-china\/\" target=\"_blank\" rel=\"noopener\">relay for <\/a>  <\/span><a href=\"_wp_link_placeholder\"><b>fashion, beauty and lifestyle brands<\/b><span style=\"font-weight: 400;\">.<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Aware of this high concentration of women, Xiaohongshu recently implemented a strategy aimed at attracting a wider male audience. To achieve this, the platform has diversified its content, particularly in the areas of  <\/span><b>sport, technology and cars, in order to reach new users.<\/b><span style=\"font-weight: 400;\"> Thanks to this initiative, the proportion of male users, although still a minority, is growing steadily.<\/span><\/p>\n<h3><b>Why is Xiaohongshu central to selling in China?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Xiaohongshu owes its success to its authentic,<\/span> <b>community-based approach. <\/b><span style=\"font-weight: 400;\">Unlike traditional advertising, which is often perceived as overly commercial, the content shared on RED is based on genuine opinions and recommendations from users. In China, where consumers attach crucial importance   <\/span><b>to feedback<\/b><span style=\"font-weight: 400;\">, brands need to adopt an engaging and interactive approach.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Xiaohongshu&#8217;s other strength lies in its seamless integration of discovery and purchase. A user who consults a post about a beauty product or a trendy outfit can, with one click, access the official shop and place an order without leaving the application. This   <\/span><b>social ultra-integrated commerce considerably <\/b><span style=\"font-weight: 400;\">simplifies the purchasing process and encourages spontaneous purchases.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finally, Xiaohongshu has established itself as a key platform for foreign brands wishing to penetrate the Chinese market. Many international companies use RED to  <\/span><b>increase their visibility, interact with their target audience and build a loyal community.<\/b><span style=\"font-weight: 400;\"> Thanks to its intelligent algorithm, Xiaohongshu highlights relevant content, enabling brands to reach potential consumers more effectively.<\/span><\/p>\n<h2><b>Social networks: an asset for successful business development in China<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">E-commerce in China is no longer limited to traditional platforms such as Tmall or JD.com. Social networks, livestreaming and applications such as Xiaohongshu are redefining the shopping experience.  <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-bf33e27 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"bf33e27\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-513d85f\" data-id=\"513d85f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1f6b09e elementor-widget elementor-widget-video\" data-id=\"1f6b09e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=TPuWZfJCRgc&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c17a77a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c17a77a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-917e2c9\" data-id=\"917e2c9\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b108fbc elementor-widget elementor-widget-image\" data-id=\"b108fbc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/globallians.com\/wp-content\/uploads\/elementor\/thumbs\/vvr-chloe-berndt-2-qc3uaizxjf35b35vfbmpbkp0ini6kmn2gzf53dexg0.webp\" title=\"Chlo\u00e9 BERNDT\" alt=\"Chlo\u00e9 BERNDT\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-d321f3e\" data-id=\"d321f3e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7a3fba3 elementor-widget elementor-widget-text-editor\" data-id=\"7a3fba3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">One of our <\/span><a href=\"https:\/\/globallians.com\/en\/our-experts\/\"><span style=\"font-weight: 400;\">14 Globallians<\/span><\/a><span style=\"font-weight: 400;\"> country experts, <\/span><a href=\"https:\/\/www.vvrinternational.com\/\"><span style=\"font-weight: 400;\">VVR International<\/span><\/a><span style=\"font-weight: 400;\"> has been supporting foreign companies, particularly European and French, for over 25 years in their industrial and commercial development in China.<\/span> <\/p>\n<p><span style=\"font-weight: 400;\">To define your marketing and sales strategy in China, contact Chlo\u00e9 Berndt at VVR International: <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-819a0c5 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"819a0c5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"mailto:c.bernd@vvrinternational.com\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Contact<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-24773dd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"24773dd\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-52f5901\" data-id=\"52f5901\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Chinese e-commerce is changing: social networks, livestreaming, Xiaohongshu&#8230; Discover how these channels are redefining online sales in 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