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How to Add Social Commerce to your Chinese New Year Campaigns

Holidays in the West are wrapping up, and preparations are in full swing for the Chinese New Year — the biggest celebration in the East.

It’s a time that celebrates family, health, prosperity, and tradition.

As it turns out, it’s also a time when shoppers tend to purchase the most in the preparation for celebrations across several categories.

In this guide, we’re breaking down strategies you can use as an online store owner to maximize your sales during these crucial weeks in the eastern markets.

There’s no question around it: shopping in the East peaks before and during Chinese New Year. Here are some details on categories, channels, and timelines involved.

According to the same report, the travel category is particularly popular, too. Before the Chinese New Year, travel sales increase by 33% in Hong Kong, Taiwan, and Singapore. After the holiday, they peak in Vietnam and Hong Kong.

Criteo also states that many sales happen on mobile, and particularly in retail apps — more than on the mobile web, which makes the mobile checkout process more important than ever.

Marketing and selling in China means marketing and selling on their main social channels — which include none of the mainstream, Western platforms like Facebook or Instagram.

In other words, platforms like WeChat and Weibo have the largest part of the attention e-commerce businesses desire.

There’s no doubt about it.

One thing’s for sure: the Chinese prioritize staying connected as well as shopping with ease, and they’ve adopted systems that help them do that.

Brands like Gucci, BMW, and Longchamp have already been running campaigns on WeChat for this purpose.

The good news? You can increase your reach, impact, and sales in China by building a presence on their key social channels and making the purchase process quick.

Our favourite way to make this happen? Remove any friction that might make your potential customer drop out of the checkout process.

Once you have the products you want to sell through WeChat or Weibo, grab the link from your Product dashboard, and share it with your audience.

You can find this below your product name or on the Share button in the Actions column:

The link you share will lead to a fully automated checkout, making this purchase simple and enjoyable without the extra time required from you.

Even though you can focus on a limited number of China-specific platforms in the above case, the good news is that you can make the most out of your Twitter, Facebook, and Instagram presence in surrounding and equally important countries in this time of year.

This means that setting up a strong social media sales funnel during the Chinese New Year can help you increase your impact in these countries.

Furthermore, don’t forget about the Chinese nationals overseas — especially in the United States and Canada:

This means that even if you’re not based in Asian countries, you can optimize your social media strategy to attract more sales for the Chinese New Year.

A good social media sales funnel consists of a range of products you want to sell on social media — all of which you can add to your jumper dashboard as mentioned earlier — and pieces of content that will help you attract relevant social media users and get them to take action.

How can you do this before and during the Chinese New Year celebrations? Here are a few ideas.

Host a social media contest. With food, travel, and gifts being the main categories for spending during this time, brainstorm ways to associate your brand with the traditional food or clothes, festivities, or even zodiac animals, through a contest or a trivia quiz.

Weave your products in to drive key engagement. You can even create contest-specific hashtags and use it to drive sales on Facebook by using jumper’s integration!

Use video to showcase the uniqueness of your product. Whether it’s behind-the-scenes, a showcase of your product in real life, or a demo video to get the most out of your product, demonstrate how your product fits into the lifestyle of the Chinese New Year celebrations.

Don’t forget to get creative with this one, because, with all the preparation, travel, dining and celebration that happens during this time of year, your product can serve a special purpose and become the wanted item for many of your potential customers both in and out of Asia.

Finally, let’s not forget about influencers.

In China, however, they’re not called influencers, but Key Opinion Leaders or KOLs, and here’s one valuable thing to know about them: they undoubtedly know how to master their presence across multiple Chinese platforms.

However, the influencers you choose to work with don’t need to be the biggest celebrities with multi-million followings. All they need to have is the influence on an audience that matters to you.

It’s no surprise: influencers promote your products for you, but you have no direct access to their individual activity and analytics, you can’t track the customer journey between channels you don’t own, and it’s difficult to predict results.

Which also means it’s difficult to plan entire influencer campaigns, and it’s no different for Asian markets.

The process of finding KOLs who are particularly well-known among your target audience in China and other key countries during Chinese New Year isn’t any different than in the West. You’ll also run into the same questions as with any other influencer campaign:

With jumper, we decided to tackle these questions and help e-commerce businesses to meticulously track sales that have come from each particular KOL.

Remember the product setup we mentioned in an earlier section? When creating a product for your Key Opinion Leader, you will create a product name, which also makes up a product hashtag, unique to your KOL.

Instead of having one generic product link and using it for each of your KOLs, this way you can easily track the sales that came from individual KOLs.

When you create the same product for two KOLs, this is what it will look like in your jumper dashboard:

From here, just like above, you can generate links using the hashtag below the name or by using the share button from the Actions column.

And just like that, you can analyze the success of each of your KOLs in your jumper sales report and dig as deep as you want to by filtering by specific timeframes.

As a result, you’ll be able to calculate your return on investment for each KOL, as well as figure out what worked (and should be repeated in the future) and what didn’t.

Selling on social media on any occasion, including China’s biggest holiday, doesn’t have to be complicated.

Remember, this optimization isn’t limited to China, and you can create a great return on your investment by focusing on communities of Chinese overseas as they’ll be celebrating their holiday as well.

At its core, it boils down to making your products part of a narrative that attracts your ideal customer and making it as frictionless as possible to proceed to purchase the product.

As we mentioned, you can do this by:

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