It is hard to know what products are good and which ones will cause you trouble with things like false advertising. However, if the reviews of a product from different users say that it works well for them while being affordable then you should probably buy one; or at least that is the thought process of many when making the decision to purchase a product or not.
The reason why peer reviews are so popular among customers today is due in part to how much people distrust corporations’ information campaigns – many believe that companies will use anything under their sleeve to sell more products even if it means being dishonest (see: celebrities & beautiful models). This includes short but persuasive television ads that are designed only to show small parts of what’s selling while playing on highly retouched visuals. Whereas online reviews from regular consumers like you and me have are highly trusted and can impact a company revenue significantly.
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Thus, making it necessary for any serious enterprises in China (or everywhere in the world really) to have a good ORM (Online reputation management) strategy thought out from the beginning. China is a huge investment opportunity for international companies, and many have not realized yet the importance of reviews and ratings in the middle-kingdom. In this blog post, we will cover the benefits of using positive reviews as a marketing tool in China, the reasons you should have an ORM strategy, and give you our best tips to set up such a strategy.
Why should you care about good reviews and ratings in China?
Maintaining a level of transparency about your life story can make the review even more trustworthy as you learn how someone else’s experiences have impacted their view on products like this one.
The culture of reviews is ingrained in Chinese society
It is no surprise that word-of-mouth is most influential when it reaches people with the least chance of buying a brand. It is less important to those who are already likely to buy your product, but in China, this means you need more careful research and comparisons if you are looking for results like other countries. In China, a country with 1.4 billion people and the world’s largest internet market, word-of-mouth marketing is essential for any company wanting to build its brand.
It can be done using physical or virtual methods like social networking sites such as WeChat – which has over 1.24 billion monthly active users – but it does not matter if you are chatting face-to-face at Starbucks or reaching out on social media; what matters are friends’ recommendations when making decisions about purchasing products from brands they know nothing about yet and may never hear of otherwise. The idea of word-of-mouth is a more prevalent phenomenon in China than it may be in other countries.
Close friends and family are usually nearby, so the feedback they have about products you are considering is different from what one might see on ads but very valuable. For example, Tesla’s word-of-mouth marketing strategy is proving to be a success in China, too. When asked by Tesla about buying their car for friends and family the response was overwhelmingly positive with over 90% of participants stating they would recommend it as an option.
Reviews are a tool for customer service improvement
You want to be the customer’s favorite brand, and that means meeting their expectations. At times you may not get it right every day as humans are imperfect beings, but your best efforts should always come from a place of putting them first by listening to what they need rather than just pushing products on them in hopes for increased sales. Doing so will result in better communication skills which create more resolution with customers over time resulting in a great brand reputation!
They are a ways to build relationships with customers and potential clients
One of the best ways to build relationships with customers and potential clients is through reviews. By asking for feedback from your customers they feel valued by your business.
Positive reviews can help you stand out from the competition in China
Customers are more likely to buy products with positive reviews, and that these reviews increase customer satisfaction. When it comes to word-of-mouth referrals, a company’s reputation takes precedence over its price or product quality. So, if you want your business to be successful and beat the competition in today’s market, make sure you encourage your customers to leave a review after they have had their experience and feel good about it. Plus with all the social media app in China, there are plenty of opportunities for people to share their opinions online!
Positive reviews are the best way to attract new customers – key to success on the Chinese eCommerce platform
The evolution of eCommerce has shaken the retail industry in China. The emergence of online shopping is changing how people buy goods across the world – one country at a time. In an effort to recapture their market share, brick and mortar shops have been working on improving both customer service experience as well as product quality; however, it seems that these improvements haven’t helped much just yet because Chinese consumers prefer ordering from websites like Tmall or JD instead despite having access to physical stores with everything they need nearby.
A good review on those platforms can do a difference and avoid a customer walking away. Reviews are an effective way to show your company’s reliability and trustworthiness since they provide insight into how satisfied past customers were with their experience. Positive reviews, in particular, have proven themselves key on Chinese eCommerce platforms where more positive reviews translate directly into higher customer relationships which lead to increased visibility for your business.
Positive feedback is essential if you want new customers coming through your door because it will entice them enough to become interested and take time out of their day just for what all this place has promised!
What happens if you don’t have any positive reviews and ratings in China
Some people are more cautious than others about their online purchases, especially Chinese people. Some might not want to buy anything unless it has at least 3 stars, but according to Qualtrics, the reality is that 13% of consumers will still use a business with less than 1 or 2-star rating if they need something in a hurry. 94% say these reviews have convinced them to avoid an establishment while 4 out of 5 admit after reading negative comments on review sites, they feel much likelier to change their minds and purchase elsewhere instead!
It’s hard for Chinese people to trust strangers
It is hard for Chinese people to trust strangers and buy online because of the high risk of scams? The large majority (80%) of all Chinese citizens have been scammed by fake eCommerce websites, according to a report done by China’s National Committee Against Internet Crime. The culture is so to be careful, and this makes it difficult for companies looking to sell their product or service online in China.
To reach customers in China, one must make use of both marketing and customer service strategies that cater specifically to the needs of Chinese consumers.
Negative reviews will most likely lead consumers away from your business because it makes you look untrustworthy
Chinese consumers are known for being critical of the products and services they purchase. They will not hesitate to leave a negative review if they feel like the product or service is lacking in quality. As such, it is important that you are prepared for this type of feedback by checking your reviews regularly and responding accordingly.
A good way to do this is to make sure that all customer complaints are addressed while also ensuring that there are no promises made about your company’s products or services that cannot be fulfilled later down the line. If you take these steps, then you will find yourself with plenty of positive reviews from Chinese customers!
How to get more positive reviews: ORM (Online reputation management)
Baidu SEO and PR: Key ORM Tool
You can get a lot of traction on Baidu with SEO and PR. With SEO, you control what ranks for certain search terms in China’s top search engine – keep in mind that Baidu is the first place 80% of consumers go when looking for information on a company or a product.
Press releases are also an excellent way to manage your reputation online by getting reviews from trusted third parties and on top of that PR often comes with backlinks which helps with your website authority and therefore your Baidu SERP.
Create engagement on Chinese Social media
The best way to encourage positive reviews is by engaging your happy customers. One of the simplest ways you can do this is through social media, where user-generated content rules and a steady stream of 5-star ratings will inspire trust in your brand with potential buyers.
What is stopping businesses from asking their happiest customers for more vocal feedback? Reviews are powerful word-of-mouth catalysts that marketers should take advantage of while we still have access to them via social media before they become obsolete at some point due to artificial intelligence bots taking over all interactions online.
If you are in the beauty and lifestyle industry, we strongly suggest that you invest in the app Xiaohongshu also know as RED and the Little Red Book. The app has become the place to go for reviews. Despite the monetization of the app and opening to brands, RED stayed loyal to its values by keeping users interest as the core of its strategy. RED is driven by UGC (user-generated content) in the form of shopping notes that ranks pretty well on Baidu.
A lot of review websites exist in China, such as Dianping and Zhihu
In China, consumers can visit sites like Dianping and Zhihu to read reviews of products from vendors before committing. This is beneficial because it gives users insight into what they’re about to buy online through these platforms as well as the opinions shared by others who have gone ahead with their purchases already!
Work with Chinese Kols
There are many types of KOLs in China. They may be Chinese celebrities, popular social media users, experts of a specific subject (such as video games), columnists, or bloggers. One thing they all have in common is that their posts on different topics go viral and create buzz for companies who work with them to promote products within the huge population base using these platforms.
To Sum-up on Positive Reviews and ORM in China
If you’re a company looking to enter the Chinese market, there are some things you should know. China is in many ways vastly different from Western nations; for one thing, most people don’t trust advertisements or brands as much as they do word of mouth and peer reviews. This means that online reputation management (ORM) will be essential if your goal is to win over customers who may have never heard of your brand before.
ORM strategies can take various forms such as monitoring social media channels with fake accounts, responding proactively to negative comments on blogs and review sites, or even paying bloggers directly for positive reviews–whatever it takes! If these tactics sound intimidating or if you want help implementing them, contact us for more details on how we can work together!