Chinese social media strategies: Communication key features from a business perspective

Resumen

Some of the most attractive economies are located in emerging markets. In this sense, China is one of the most attractive markets in the world. The Web, especially social media, is a platform that can be used to penetrate these markets. Yet, many local and multinational enterprises, particularly the latter, know little about the relationship between Chinese social media and Chinese digital consumers. In this paper the unique Chinese social media landscape is introduced, and the profiles of Chinese digital customers are presented with the aim of informing enterprises about the key features of Chinese social media strategies. In addition, the predominant use of Chinese social media marketing is elucidated and analyzed based on several case studies. We then highlight the challenges for both local and multinational corporations when they are involved in Chinese social media marketing. We discuss current trends in Chinese social media, including cross-platform cooperation and integrated social media, group buying, and mobile social media. Finally, we offer recommendations for companies that wish to successfully engage with Chinese consumers through social media.