How to promote your luggage brand in China?

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The key to the Chinese market is through digital marketing, as this is where all your customers look for information. Although they still go to brick-and-mortar stores to purchase products, they like to check the brand image, products, and available discounts online and go to the store with selected products in mind. They might even go to the store to check the product and then order it online, for a better discount.

Build your own website to gain trust among Chinese consumers
To be visible to your target audience, you need to have a website in Mandarin, hosted in China, for SEO reasons. Baidu, the leading search engine in China, will not rank websites hosted in other countries or websites in other languages than Chinese.

In addition, your website must follow Chinese standards and Chinese trends. In most cases, a homepage consists of a lot of information, written in small characters. If western consumers preferred a clean aesthetic, it’s not the standard of Chinese consumers.


Samsonite website in China – one of the leading players in the market
SEO on Baidu to gain visibility
75% of the research in China is on Baidu. You need to have a good ranking on Baidu to be visible. To develop your visibility on Baidu, you can use different solutions: Pay Per Click (PPC) or Search Engine Marketing (SEM): these solutions are very efficient but can be quite expensive in the long term.

SEO is better for long-term strategies, and is extremely efficient but asks you more work. SEO is a long-term process, requiring writing articles and content using keywords, in order to increase presence on the web for search engines. Baidu has its own websites and redirects 27% of its traffic to these sites: Baidu Zhidao (Q&A), Baidu Baike (Wikipedia), Baidu Tieba (Forum). This means that, in order to promote your website on the Chinese internet, you also have to be active on these affiliating websites of Baidu.

Use popular social media in China
If you want to raise the reputation of your luggage brand, it is costly and pays australia telegram number back little by using traditional media. However, social media platforms like WeChat, Weibo, RED, or Douyin can ease your promotion problem, especially for small businesses. They are also becoming one of the main sales channels in China in recent years.

WeChat is the most popular social media with more than 1.26 billion monthly users. It’s the perfect place to communicate with your consumers and publish content. You also have to know that WeChat provides brands with an e-commerce part. You can build your own WeChat store and sell directly on the platform. In China, Chinese consumers are used to sharing their purchases on their WeChat profiles. It’s a good way to improve your awareness and gain recommendations.

Weibo is another efficient way to promote your brand. It’s a microblogging platform where consumers are used to expressing themselves. It’s really convenient to communicate with your consumers and potential consumers. RED, also called Little Red Book or Xiaohongshu is also worth mentioning. This user-generated content-focused platform is a great place for e-reputation building, as you can post your content with some travel tips or collaborate with travel influencers.