Full entry to China is just too expensive and challenging for most brands.
Most entrants opt for an investment in sales first. Over time, the top-of-the-funnel dries up, sales grind down, and the brand becomes devoid of energy.
Many brands would be better off targeting Chinese audiences from the outside first - building interest (w/audiences clamoring for the brand) - and then make a full entry to the market (when sales into China have true momentum).
In short, brands need to spark interest first… and then invest into market infrastructure:
1) Create a fully adapted version of your website for China
2) Curate & learn about product preferences
3) Set-up Chinese language Instagram, Facebook and TikTok accounts
4) Engage with influencers who are PRC-nationals-living abroad
5) Dedicate a portion of global PR to reaching Chinese audiences
6) Organize group buying parties, connect with travelers
7) Setup Weibo, WeChat accounts for audiences in China
8) Work with 3rd parties for sales into China
Chinese consumers are extremely resourceful and motivated. If they find a brand they want to buy, they will go to the ends of the earth to get it.
Build momentum. Make a cultural x brand commitment to China and then move incrementally deeper into the market.
