China is the second largest economy in the world behind the United States of America. There are more than 1.35 billion people. In the digital world, China has the largest number of Internet users with 513 million people, roughly the double of users in the USA (245 million). This figure shows undeniably that the country is developing day by day and people are more interested in the digital age, especially social media. This is not to be taken lightly by companies wishing to enter and conquer the Chinese territory.

 

With more than 300 million people in China who use social networks, blogs and other online communities, many companies, most local, have smelled good business by offering services in the field of social media. They are more advanced than those in USA. For example, Chinese users could integrate multimedia content, while Twitter users could only do that after 18 months. You should know that social media began in China in 1994 with forums and online communities, which made the country a big expert in social media. And since, according to a survey, Chinese Internet users spend more than 40% of their online time on social media, a figure that is increasing every year. And over 80% of users have multiple social media accounts.

 

Facebook is the number one social network in the world, which is not the case, at least in the minds of Chinese people. Indeed, "Renren" the local social network similar to Facebook is more successful than the American giant. It is the same case for other social networks (see below the social media competitors) 

 

 

 

This determination to use local tools demonstrates that China wants to show that the Chinese market is unique. Social tools are, for most Chinese people, a source of recommendation for consumption, for example, they appreciate the advice of opinion leaders in social networks unbeknownst to formal institutions and authority which the Chinese people are a bit skeptical about them. 

 

 

The enthusiasm about using local social media, which became common and almost indispensable for the 300 million users, forced companies to adapt to this lifestyle. In order to understand and stay closer to the consumers: companies have adopted “test and learn” approaches as well as relational approaches especially in following the platforms and actors on this sector. The contents of a marketing campaign on social media should be authentic and user-oriented, which allows users to feel understood by the company.

 

 

Dove, a brand of soap and cosmetics, has established in China, a media campaign named "Real Beauty" to promote the natural beauty of women, which significantly captivated Chinese consumers who have seen real women overweight and unattractive. In addition, Dove did a partnership with the TV Show "Ugly Wudi", a Chinese adaptation of the American TV Show "Ugly Betty". In fact these TV Show convey the story of the real beauty. This campaign was also launched with tools such as the blog "Wudi" as well as online discussions for beauty advices. All these approaches allowed Dove to increase by 21% the sale of its cleaning products and an increase of 44% of its notoriety.

 

 

So we can conclude that a company, whatever the market where it is, must adapt according to the culture, customs and the population style of consumption. The company’s approach is mainly based on the interaction with the consumers (generate buzz, always be in direct contact to respond to consumer concerns etc.) in order to win consumers loyalty. The Chinese social media market offers many opportunities for new companies wishing to conquer the Chinese market despite of the country particularities.