The E-commerce industry
in China will be worth over 700 billion dollars by the end of
2015 with a staggering 243 million e-shoppers purchasing online. E-commerce is rapidly increasing in
China with online customers not only seeking interesting deals, but also an
excellent checkout process and a high quality service. With increasing
competition from a number of different online platforms one mistake in the
process can lead to consumers abandoning their online purchases.
It is thus very important to improve
your website to provide a top quality shopping experience and market yourself
effectively.
Not utilizing the power of social
media
93% of online searches in China are done on search engines like
Baidu and 68% of customers look for companies on social media before buying.
SEO is important to maximize your exposure on Baidu whilst a
comprehensive marketing strategy on social media platforms is very important to
increase the size of one’s customer base, encourage loyalty and generate brand
awareness. Companies’ posts that are popular and trending on social media have
a strong influence on consumers’ decisions with individuals wanting to keep
abreast of the latest consumer trends. The Chinese increasingly turn to their
social network online for recommendations and advice, your posts being shared
amongst user’s networks can directly lead to more sales, especially if you seek
to engage and communicate with customers. Customers also want answers on social
media and use it for feedback quickly. Many e-commerce companies now have an
option on their WeChat to submit a query, users can then receive a reply
directly from an agent seeking to resolve an issue.
It goes without saying that a high level of Chinese is necessary
for social networking here, Mandarin specialists ‘Tailor Made Chinese’
have emphasized the need to learn and understand the local nuances of the
language and ensure you have local expertise on hand.
Not engaging in SEO for E-Commerce
websites.
It’s very important to optimize websites for Chinese search
engines like Baidu to increase its sales. If your website isn’t showing up when
people search on a search engine, nobody will buy your products, it’s important
to optimize your website on key search engines.
It’s important to make sure that the structure of your website
is well done, and that the content is relevant. Key words are very important,
you want to focus on increasing your profile when a certain series of keywords
are entered on Baidu, generating a buzz about an e-commerce website with other
articles referencing you is an effective way to increase your ranking.
Not adapting a website for mobile
Mcommerce is increasing rapidly in China with large numbers of
consumers using the plethora of apps and mobile functions to buy online via their
Smartphone’s. Mobile e-commerce represents 15 billion dollars globally and by
2017, this figure is estimated to more than double, to 31 billion dollars.
The websites aesthetic design and functionality is important and
a necessity. You have to optimize your website for a smaller screen size and
for a better user experience on the Smartphone. Statistics suggest that 78% of Chinese
users think that the websites aesthetic image on a mobile has a huge impact on
their buying decision. E-Commerce websites who are not optimized for mobile
will surely lose potential clients.
Not retargeting your visitors
In China, e-commerce customers often don’t buy on their first
visit. Companies have to improve by personalizing the offer for the consumer,
make the offers as attractive as possible and emphasize the limited time scope
products and prices are available for. It is also important to re-target
visitors who have purchased before, the Chinese will re-use websites they trust
and feel they have a relationship with. Send out regular newsletters, members
offers and have a strong presence on social media to encourage repeat
purchases.
Not leveraging the power of visuals
Visuals are very important for Ecommerce websites. The Chinese
customer cannot physically experience the product online, thus providing high
quality pictures and videos to give this sense of interacting with the product
has become essential. A comScore study revealed that when a product has a
presentation video, 64% of the visitors are more likely to buy, they also stay
on the website for an average of two more minutes longer, thus increasing the
likelihood of browsing other products.
For most of e-commerce sites in China, providing a video
for each product is impossible, but there are other solutions like a 360 degree
view of the product that prove popular amongst consumers.
Product page design
The product page is a vital aspect it plays an important role in
terms of the consumer’s buying decision. Well designed pages will improve the
customers visit, and will give them important information, it’s key to explain
why it’s better to buy your product and not competitors. Avoid simply copying
and pasting the product’s description without including detailed information,
customers appreciate sites to go the extra mile in terms of the description and
the page must be clear and accessible.
Explore different online
business models in China
There are a whole host of different approaches to e-commerce in
China. The subscription model is gaining popularity currently. Websites such as
the ‘French Cellar’
are delivering (in this case premium wines) on a monthly basis to customers who
subscribe, the consumer subscribes and has the wine selected by Nicholas Rebut,
a reputable French sommelier. This business model could be adapted for many
other types of western product; it is exciting and spontaneous for the Chinese consumer
who trusts a specialist to select products they are less familiar with.
Benji specializes in digital marketing, e-commerce and
social networking in China. He has lived in Shanghai for 5 years and is
passionate about finding digital solutions for western firms looking to enter
the Chinese market. For more information see his website and blog here: http://seoagencychina.com/
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