China is Blurring the Lines Between E-Commerce and Social Media
Taobao and Tmall, operated by Chinese tech giant Alibaba, hope to use content to encourage shoppers to “hang out” on their apps as if they were on a social media platform. These days, about 60% to 70% of Tmall and Taobao’s mobile apps are about content, including short-video, live streaming videos, and photos, reported by Parklu.
Meanwhile, Alibaba recently launched Guangguang, which is Taobao and Tmall built-in social media platform and has attracted more than 2 million content creators. Through Guangguang, merchants and brands can use content marketing to sell their products shown on Taobao and Tmall. Guangguang helps brands better leverage content to interact with consumers, while improving the shopping experience. According to Guangguang’s representative Liang, it is a content-marketing hub that’s based on brand-fan relationships. Similar to XHS platform - one of the largest and fastest-growing social influencer platforms in China, Guangguang also allows brands to clearly express their value and tell their stories to win the minds and hearts of consumers.
When it comes to social commerce, not only Alibaba but also many other e-commerce giants like JD have integrated social media features such as content community and video streaming into the sales process. Over the years, the Chinese e-commerce market has changed a lot, revolutionizing the traditional system for both consumers and sellers. Embedding social media within e-commerce is powerful that it allows customers to know more about brands through community content like product reviews before buying, and to make a purchase within their social media experience.
In addition, the "discovery through social content” process is important for overseas niche brands that are up and coming as this can effectively build the brand presence and credibility in the Chinese market through word of mouth. If your brand is looking to successfully enter and grow in the Chinese market, localized content is essential in order to create engaging communication with Chinese customers. In Comms8, our Chinese-speaking content experts and marketing specialists not only help you to deliver high-quality content but also support you to provide a refined customer experience to your audience. Contact us now to see how we can help you.
Source: Taobao Guangguang
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