As the world's second-largest economy, China is an attractive market for many businesses. In Q1 of 2022, the Chinese economy expanded by 4.8% (versus the previous year), above the market consensus of 4.4%, and faster than a 4.0% growth in the previous period. China's economy continues to recover, despite new COVID-19 epidemics and geopolitical concerns.

There are numerous opportunities for businesses to expand in China. The country is home to over 1.4 billion people and has a rapidly growing middle class with increased purchasing power. China's economy is also diversified, with strong growth across multiple sectors.

However, expanding a business in China can also be challenging. The country has a complex regulatory environment, and businesses must be able to navigate the bureaucracy effectively. Additionally, businesses must be prepared to deal with intellectual property theft and counterfeiting.

Overall, expanding a business in China can be both an opportunity and a challenge. Therefore, businesses should carefully consider the risks and rewards before deciding to expand into the Chinese market.

At Cross Border Digital, we've created this quick guide to help you understand the process of expanding your business in China.

In this Guide:

• Why You Should be doing Business in China
  
• China as a major world trade hub
  
• China's e-commerce market
  
• China's Automotive success
  
• China's Development in Innovation
  
• China's Improving Business Landscape
  
• Chinese Business Etiquette
  

Why You Should be doing Business in China

China has long been a popular choice for businesses and entrepreneurs looking to expand their competence and reach. Many investors in various countries have seen great success in exporting items and services to China.

Many international businesses have taken advantage of the opportunities presented by globalizing China since it opened its doors to the rest of the world. China's rise from an agricultural-based to a technological powerhouse has been quite rapid throughout the last several decades.

Here are four (4) main reasons why you should consider expanding your business in China:

• Market size and growth potential: With over 1.4 billion people, China is the world's most populous country and offers a massive market for businesses to tap into. Additionally, China's economy has been growing rapidly in recent years and is projected to continue to grow.
• Favorable business environment: The Chinese government has been working to improve the business environment in the country in recent years. This has included reducing bureaucracy, improving infrastructure, and increasing access to financing.
• Diversified economy: China's economy is diversified, with strong growth across multiple sectors. This offers businesses a variety of opportunities to tap into.
• Increasing purchasing power: China's middle class is growing rapidly and has increased purchasing power. This presents an opportunity for businesses to sell higher-priced items and services.

China is the world's second-largest economy by nominal GDP and purchasing power parity, and it has the largest economy in terms of PPP. As China continues to shift from an investment-led to a consumer-dominated market, consumption expenditures are expected to triple over the next few years.

China as a Major World Trade Hub

China's position as a leading trade hub has been strengthened by the Belt and Road Initiative (BRI). The BRI is a vast infrastructure and investment project that seeks to connect China with the rest of the world.

Currently, there are over 150 countries and international organizations involved in the BRI. This has led to an increase in trade between China and BRI countries. In 2018, trade between China and BRI countries totaled $6.7 trillion. This was an increase of 14.5% from the previous year.

The BRI has also had a positive impact on China's logistics industry. The initiative has led to the development of new logistics hubs in China. This has made it easier and cheaper for businesses to ship goods to and from China.

China's e-Commerce Market

Another reason why you should consider expanding your business in China is the country's booming e-commerce market. China's e-commerce sales are expected to reach 15.5 trillion CYN by 2022, with an annual growth rate of 12.4 percent from 2021. The China e-commerce market is predicted to reach 1.230 billion users by 2025, reflecting the enormous potential for China's e-commerce industry due to its huge consumer base.

The growth of China's e-commerce market has been driven by the country's large population and increasing internet penetration. China has over 1.02 billion internet users, which is more than any other country. Additionally, the percentage of the population with internet access has been increasing rapidly in recent years.

E-commerce is playing an increasingly important role in China's economy. In 2019, e-commerce accounted for 18.5 percent of China's total retail sales. This was up from 16 percent in 2018 and just 10 percent in 2015.

Mobile payments have become increasingly popular in recent years, and this trend is expected to continue. This presents a big opportunity for businesses that are looking to tap into the Chinese market.

China's Automotive success

The automotive industry has been one of the success stories of China's economic development. China is now the world's largest car market, and it is expected to continue to grow.

Although most vehicles sold are manufactured in China, Jaguar Land Rover is the country's largest British exporter to China. The rise of this luxury brand reflects China's growing middle class, as well as their increasing desire to acquire high-end items.

China's Development in Innovation

In recent years, China has been working to promote innovation and entrepreneurship. This has included initiatives such as the "Made in China 2025" plan, which aims to upgrade the Chinese industry and make it more competitive on the global stage.

The "Internet Plus" initiative is another example of how the Chinese government promotes innovation. This initiative aims to integrate the internet with traditional industries to create new business opportunities.

China's Improving Business Landscape

The business landscape in China has been improving in recent years, with the Chinese government making efforts to reduce red tape and make it easier for firms to operate.

The government has also boosted the number of entrepreneurs by implementing initiatives such as streamlining the process for establishing a firm, as well as offering tax incentives to businesses that put money into designated sectors.

The government of China has also been spending on infrastructure development, making it easier for enterprises to function there. These improvements have helped to make China an increasingly attractive location for businesses seeking to grow their presence.

Chinese Business Etiquette

When expanding your business into China, it is important to be aware of Chinese business etiquette. For example, guanxi (关系) – personal relationships – are very important in China.

Building strong relationships with others is essential for doing business in China. This can be done by attending events, such as parties or dinners, and getting to know people.

Finally, the Chinese respect hard work and diligence, which has a direct impact on employee performance. Working in China means collaborating with goal-oriented, competent individuals who are eager to advance.

China's strong work ethic enables a well-organized and excellent workplace, with workers dedicated to both themselves and the company for which they work.

Conclusion

When expanding your business into China, it is important to research the market and be aware of the existing opportunities and challenges. By understanding the Chinese economy and business landscape, as well as being mindful of Chinese business etiquette, you can give your business the best chance of success in this large and growing market.

This is where our team at Cross Border Digital can help. We are experts in China's market entry and have a proven track record of helping businesses succeed in this complex and rapidly changing market. Contact us today to learn more about how we can help you expand your business into China.

As the world becomes more and more digital, businesses are finding that they need to adopt a digital marketing strategy to remain competitive. Especially if you're trying to enter the Chinese market.

When developing a strategy for Chinese digital marketing, here are a few things to remember:

• It is important to understand that the Chinese market is unique and requires a tailor-made approach.
• While many Western social media platforms are blocked in China, there are several popular Chinese platforms that can be used to reach your target audience.
• It is essential to work with a reputable digital marketing agency with experience working in the Chinese market.

In this quick guide, we'll discuss some of the key components of a successful digital marketing strategy for China.

In this guide:

• How to Do Digital Marketing in China
  • SEO in China
  • Chinese Social Media Marketing
  • Chinese Influencer Marketing
  • Chinese Search Engine Marketing (SEM)
  • Brand Marketing

How to Do Digital Marketing in China

Developing a digital marketing strategy for China requires a deep understanding of the Chinese market. As mentioned above, the Chinese market is unique and therefore, a one-size-fits-all approach will not be successful. It is important to tailor your digital marketing strategy specifically for the Chinese market.

The best digital marketing strategies you can use to improve your reach to the Chinese market includes:

1. SEO
2. Social Media
3. Influencer Marketing
4. SEM
5. Brand Marketing

SEO in China

There are several ways to go about digital marketing in China. However, one of the most effective is search engine optimization (SEO).

Baidu is China's leading search engine and has a market share of over 72%.

While Google is blocked in China, Baidu is the go-to search engine for Chinese internet users. Therefore, it is important to optimize your website for Baidu if you want to reach your target audience in China.

When optimizing your website for Baidu, remember that it works differently than Google's algorithm. This means that the keyword research and optimization techniques you use for Google will not work for Baidu.

Secondly, Baidu puts a heavier emphasis on website content than Google does. This means that your website content needs to be high quality and informative if you want to rank well on Baidu.

Finally, Baidu puts a lot of emphasis on backlinks. This means that you need to focus on link building if you want to improve your SEO on Baidu.

Related Reading: How to do SEO for Baidu: Complete Guide to Baidu SEO

Here are the things you should note when optimizing your site for the Chinese market.

1. Understand how the Chinese market works

To enter the Chinese digital marketing market, you need to understand how the market works. This includes understanding the different popular search engines in China and the different social media platforms.

Since China is a huge country with diverse cultures and trends, you may observe that a certain marketing campaign that was successful in one region may not work as well in another. Compared to the West, a digital marketing strategy can be uniform throughout. Businesses need to be more nimble and understand the trends to succeed in China.

Another key difference is how Chinese users utilize search engines. Most Chinese users access search engines to find all types of information, such as videos, images, product reviews, news, and much more. While search engine users in the West access search engines to find websites that would cater to their needs.

Also, understand that Chinese people are far more trusting of what they find on search engines. Since other global search engines like Bing and Google are inaccessible in the country, the Chinese have grown to trust the results they see on Baidu.

2. Research your keywords

Before you can start optimizing your website for the Chinese market, you need to research which keywords are popular in China. Various tools can do this, including Baidu's keyword research tool.

There are five essential steps you should take to find the right keywords to target:

• Understand the searcher's intent:  What is the person searching for? Are they looking to buy a product, or are they just looking for information?
• Find out what keywords are being used: Use keyword research tools like Baidu's Keyword Planner to determine which keywords are being used by Chinese internet users.
• Analyze the competition: Conducting competitor research would allow you to see what keywords the competitors are targeting and how difficult it would be to rank for them.
• Brainstorm a seed list of keyword phrases: After conducting competitor research, you should have a good idea of the keywords that you can target. Make a list of these keywords and phrases.
• Expand your list: Once you have a list of seed keywords, you can use Baidu's keyword research tool to find more related keywords. You can do this by entering a seed keyword into the tool and seeing which other keywords are suggested.
• Group and prioritize your keywords: You need to group them into different categories once you have a list of keywords. You should also prioritize the keywords based on their importance and difficulty to rank for.

3. Optimize your website content

Once you have your target keywords list, you need to optimize your website content for those keywords. This includes both on-page and off-page optimization.

Content is crucial for Chinese search engines, especially Baidu. Baidu puts a lot of emphasis on website content when it comes to ranking websites. Therefore, you need to ensure that your website content is high quality and informative.

What should content marketers know before they begin?

• Start by determining your purpose for creating content. Maybe you want to increase sales or traffic to your website by a certain percentage for the month. Define your content's purpose.
• Use the information you've gathered to identify your target, who they are, what channels they use and when, and their age group, hobbies, preferences, purchasing habits, and so on.
• Focus on quality and relevance. This entails creating material that connects with your audience, encourages genuine involvement, and generates interest.
• Develop a content plan which will include when and how often to publish and the kind of material.
• Consider how the content will be developed. You may want to employ someone or use freelancers.
• Make good use of social media platforms and services, such as hashtags and QR codes, and incentives like discounts and KOLs for influence. It's also essential to link your social media accounts to your website.
• Take precautions with design. In certain parts of China, certain colors are considered unlucky.
• Use a real person rather than automatic translation services for greater accuracy.
• Make it interesting. Utilize humor and emojis where appropriate.
• Use analytics to track and modify your strategies if they're effective or not.

4. Build backlinks

Backlinks are also essential for Chinese search engines, especially Baidu. Therefore, you need to focus on link building to improve your SEO in China. There are several ways to build backlinks, such as guest blogging, directory submissions, and social media.

Tips for building backlinks:

• Find websites relevant to your industry and offer to write a guest blog post for them.
• Submit your website to industry-related directories.
• Make sure you have social media accounts on all the major platforms, such as Weibo and WeChat, and actively post content.
• Reach out to other high authority websites and ask them to link to your website.

5. Monitor your SEO progress

You need to regularly monitor your SEO progress to see if your efforts are paying off. You can do this by tracking your keyword rankings, website traffic, and conversion rate.

If you're not seeing any improvement in your SEO, then you need to make some changes to your strategy. Try different keywords, different content, or different backlinking strategies.

SEO is an ongoing process. Monitor your data and adjust your strategy constantly if you want to see results.

Chinese Social Media Marketing

WeChat is the most popular social media platform in China, with over 1 billion monthly active users. WeChat can be used for various purposes, such as messaging, social networking, e-commerce, and so on.

However, there are also other platforms you should consider, such as Weibo, QQ, and Douyin.

Here are some tips for social media marketing in China:

• Utilize Weibo and WeChat

Weibo and WeChat are two of China's social media giants. While it is not required to be active on both of these platforms, doing so will help you reach your target audience.

• Post high-quality content

Posting any old content on social media is not enough. Your content should be high quality, informative, and entertaining.

• Use hashtags and QR codes

Hashtags and QR codes are a great way to reach more people with your content. Make sure you use them on all of your social media posts.

• Your social media profiles should be linked to your website

Make sure you link your social media accounts to your website so that people can find you more easily.

• Use analytics to track your progress

Use analytics to track your social media progress and see what's working and what's not. This will help you make the necessary adjustments to your strategy.

Chinese Influencer Marketing

Influencer marketing has exploded in popularity and trendiness in recent years. And it's not stopping anytime soon. According to recent statistics, over 79% of businesses will increase their social media marketing budget in 2019, including influencer advertising.

In China, a rising middle class that is well-educated and sophisticated is emerging as an increasingly large proportion of the population. 

Purchasing habits are no longer determined exclusively by price; instead, social media heavily influences them. Consumers in China are more inclined to purchase a product if it is mentioned favorably on sites like Xiaohongshu or WeChat.

Here are some tips for influencer marketing in China:

• Find relevant influencers

The first step is to find relevant influencers who are active on social media and have a large following.

• Reach out to them

Once you've found some potential influencers, reach out to them and ask if they're interested in working with you.

• Offer them something of value

To get influencers interested in your pitch, you need to offer them something of value, such as free products, discounts, or exclusive content.

• Monitor your progress

Use analytics tools to monitor and track your progress and see if your campaign is effective. If not, make some adjustments in your strategy and try again.

Chinese Search Engine Marketing (SEM)

Search engine marketing (SEM) is a form of online marketing that promotes websites through paid advertising. Baidu, 360 Search, and Sogou are the top SEM platforms you can test.

Here are some tips for SEM in China:

• Choose the right platform

Not all SEM platforms are created equal. You need to choose the right one for your business, such as Baidu, 360 Search, or Sogou.

• Bid on the right keywords

It's not enough to just bid on any old keyword. You need to ensure you're bidding on relevant keywords that will actually bring traffic to your website.

• Monitor your campaign

Use analytics to track your SEM campaign and see what's working and what's not. This will help you make the necessary adjustments to your strategy.

Brand Marketing

Chinese consumers tend to always go for well-known brands, and they see them as symbols of quality, reliability and social prestige. This is where branding comes to play.

Reliability is a key factor most Chinese consumers consider when making an online purchase. In addition, they are aware of counterfeit and low-quality goods, which encourages them to make better purchasing decisions.

The queuing phenomenon is strong in China. If a venue is bustling, it must be excellent. The longer the line is, the more people are willing to wait. This goes the same with brands. If a brand is popular enough to have long queues, it is worth the wait, and Chinese consumers will be motivated to pay a premium.

There are several different ways you can market your brand in China, such as online marketing, offline marketing, and word-of-mouth marketing.

Here are some tips for brand marketing in China:

• Use a mix of online and offline marketing

Do not rely on one or the other. Use a mix of both online and offline marketing to reach your target audience.

• Make sure your website is mobile-friendly

A large majority of Chinese consumers use their smartphones to go online, so your website must be mobile-friendly.

• Pay attention to detail

Every detail counts when it comes to branding. From your logo to your packaging to how you answer customer questions, make sure everything is on-brand.

• You need an online reputation management strategy

It's important to monitor what's being said about your brand online and respond quickly to negative reviews.

• Word-of-mouth marketing is still king

In China, word-of-mouth marketing is still the most powerful form of marketing. So make sure you're providing quality products and services so that your customers will be happy to refer your brand.

In a Nutshell

Marketing in China is a whole different ball game. From SEM to branding, there are several things you need to take into account if you want to be successful. But with careful strategy planning and execution, you can make your mark in the world's largest market.

At Cross Border Digital, we specialize in helping foreign businesses succeed in China. We can help you with everything from SEM to reputation management. Contact us today to learn more about how we can help you grow your business in China.

As the most popular social media platform in China, WeChat provides incredible marketing opportunities for businesses looking to reach a Chinese audience.

WeChat is the biggest social media platform in China with over 1 billion monthly active users. What makes WeChat so popular is that it's not just a messaging app. WeChat is a Swiss army knife of sorts, offering features like payments, e-commerce, games, news, and much more.

However, because WeChat is different from other social media platforms, it can be difficult to know where to start. For businesses looking to reach a Chinese audience, WeChat provides an incredible marketing opportunity. But how exactly can you market on WeChat?

We've came up with a list of the most effective WeChat marketing strategies for businesses looking to reach Chinese customers.

In this Guide:

• What is WeChat and How does it Work?
  • WeChat as a Messaging App
  • WeChat People Nearby
  • WeChat Moments
  • WeChat Official Accounts
  • WeChat Restaurant Food Ordering
  • WeChat Shopping
  • WeChat Games
  • WeChat Payments
  • WeChat Mini-Programs
• How to Use WeChat for Marketing?
  • WeChat B2B Marketing
  • How to Write a Great Article for WeChat?
• How to Get Organic WeChat Followers
• WeChat Marketing in Summary

What is WeChat and How does it Work?

WeChat goes beyond just messaging and calling. It offers a variety of features, including messaging, payments, games, news, and much more.

WeChat as a Messaging App

WeChat started as a one-on-one messaging app that enables users to communicate with friends and family via text, emoticons, and photos. It can also be used for audio and video calls. Users may also create a WeChat group with up to 500 members and host group WeChat sessions with up to nine participants.

WeChat People Nearby

Another feature that's popular with WeChat users is "People Nearby," which allows users to meet new people. By shaking your phone, WeChat will present you with active users you can connect with and have a chat, especially on a boring day.

WeChat Moments

WeChat Moments is comparable with Western social media platforms such as Facebook or Instagram. You may post photos, 15-second films, music, or online links that your connections can only view. People usually use Moments for announcements as well as showcasing their daily life. Likes and comments are also available in Moments.

WeChat Official Accounts

WeChat also allows you to register for an official account for companies and businesses. Companies and organizations can use their official accounts for content distribution to their followers. According to the WeChat Economic and Social Impact Report 2017 by the China Academy of Information and Communications Technology, there are over 10 million WeChat Official Accounts.

WeChat Restaurant Food Ordering

One particularly popular feature is WeChat restaurant food ordering. This allows users to order food directly from participating restaurants without even having to pick up the phone. You only need to add the restaurant's official WeChat account and browse through their menu. Once you've found what you want, you can simply pay via WeChat Pay and have your meal delivered to you.

WeChat Shopping

WeChat also offers a built-in shopping feature that allows users to buy and sell products and services directly on the platform. Users can browse through product listings, pay for items via WeChat Pay, and have them delivered to their doorstep.

WeChat Games

Another fun feature of WeChat is games. You can play popular games such as "Doodle Jump" or "Fruit Ninja" directly on the app. These mobile games can be enjoyed by a solo player or with family and friends.

WeChat Payments

One of WeChat's most convenient features are payments. With WeChat Pay, users can make quick and easy mobile payments for goods and services. All you need is your phone, and you can make payments at participating stores, restaurants, and more.

WeChat Mini-Programs

WeChat also offers mini-programs, which are essentially apps within the app. These programs offer a variety of features such as e-commerce, games, news, and much more. Over one million WeChat mini-programs are available, catering to a wide range of interests and needs.

Overall, WeChat is an incredibly versatile social media platform that offers many different features for users. Whether you're looking to connect with friends and family, meet new people, or market your products or services, there are plenty of opportunities on WeChat.

How to Use WeChat for Marketing?

Today, WeChat is much more than a messaging app. With features like e-commerce, payments, and news, we can see why it's become one of China's most popular social media platforms.

To market on WeChat effectively, businesses need to understand how the platform works and which marketing strategies are most effective for reaching its users.

WeChat B2B Marketing

B2B marketing on WeChat is different than B2C. Since most B2B businesses focus on lead generation and relationship building with their clients, they will likely find better results from content marketing strategies like posting informative blog articles or hosting webinars.

The secret to making good use of WeChat for B2B marketing is to produce excellent articles. Such articles are a good way to promote your products and build relationships with potential clients.

Can't you achieve that with email marketing? Not quite, especially if you're looking into the Chinese market where WeChat dominates. If your potential Chinese customers want to follow you, they'll most likely do so on WeChat rather than via email or another social network.

Once they follow your official WeChat account, you can send them up to four articles per month. This will show up right where they see messages from family and friends.

Let's compare this delivery method to others. Your WeChat messages will show up in the main messaging app of your target demographic. In fact, most Chinese only use WeChat for chat and text. That's far more effective than posting on Facebook, which is likely to be buried by the social network's algorithm.

Both Service and Subscription WeChat official accounts are available. Service accounts are highly recommended for B2B marketing since they have greater functionality and higher article open rates.

How to Write a Great Article for WeChat?

A great WeChat article is content that grabs the reader’s attention and keeps them engaged. It should be relevant and informational and easy to comprehend and read.

Your article should include:

• short text blocks
• photos
• short video clips
• creative design elements

WeChat is a powerful platform for marketing your business, but only if you use it correctly. By understanding how this Chinese social media works and what marketing strategies work best, you can harness the power of WeChat to reach and engage your target audience.

How to Get Organic WeChat Followers

The first step to WeChat marketing success is growing your group and gaining followers. For B2B marketing, you want to attract relatively high-value users like potential buyers, partners, and even influencers.

Here are quick tips and tricks on how you can get more followers:

Make your QR code easy to find and scan.

To get more followers, you need to make your QR code visible and easy to scan. You can showcase it in the most visible location on your website or add it in your email signatures, social media profiles, blog posts, and other marketing materials. You can also change your QR code's design so that it’s more attractive and easy to remember.

Post regular content updates.

Keep your followers engaged by posting regular content updates. This could be news about your company, new product releases, blog posts, or even just helpful tips related to your industry. You can build brand loyalty and engagement by posting timely and relevant content.

Use hashtags and search keywords.

Hashtags are an effective way to reach new users and get your content seen by a wider audience. When creating content for WeChat, be sure to use relevant hashtags and search keywords so that users can easily find your articles.

UseWeChat Moments Ads.

WeChat Moments Ads are a great way to reach new potential followers who might not be familiar with your brand. You can narrow your ads' targeting to a specific demographic and create custom messages that resonate with your audience.

With the right social media marketing strategy, you can use WeChat to reach and engage new customers, build long-term relationships, and grow your business in China and around the world.

WeChat Marketing in Summary

WeChat is a powerful platform for marketing your business, especially in the Chinese market. By understanding how the platform works and what marketing strategies work best, you can make the most of this popular social network to reach and engage new customers.

At Cross Border Digital, we specialize in helping businesses grow their brands in China and other global markets. Through effective WeChat marketing services, we can help you grow your fan base and implement strategies that impact your bottom line. Contact Cross Border Digital today to learn more about how we can help you reach your target audience with WeChat marketing.

“Every problem is a gift — without problems we would not grow.”

Anthony Robbins

Expanding your business in China through digital platforms is an excellent opportunity to take advantage of the country’s ever-growing economy. However, as the world’s largest Chinese search engine, Baidu SEO has different rules and guidelines that you need to follow to be visible on their platform.

Baidu is China's largest search engine with over 72% of the market share. It is the highly preferred search engine for Chinese netizens and processes an average of 6 billion searches per day. Baidu has over 218 million active daily users, which makes it essential for companies that want to enter the Chinese market to optimize their website according to Baidu SEO standards.

This guide will show you how to do just that. But first, let's take a look at Baidu's humble beginnings.

History of Baidu

In January 2000, Baidu was founded by Robin Li and Eric Xu. It is the earliest and leading search engine in China. Baidu's mission is to make it easy for people to find information.

Baidu was originally just a search engine for large websites such as Sina or Sohu, but in 2001, Robin Li decided to start his own search engine geared toward the general public.

Three years and 25 million dollars after, Baidu was finally on the profitability threshold. During this time, investors advised Li to sell the company to other major tech companies including Google, Microsoft, and Yahoo. However, Li convinced them to make an IPO in the Nasdaq of New York instead.

On August 5, 2005, Baidu shares went from 27 dollars to 122 dollars. This raised the value of the company to more than 4 billion dollars.

Today, with a market cap of $46.30 Billion Dollars, Baidu continues to be one of the most powerful companies not only in China but also worldwide.

To understand Baidu SEO, you need to have a clear understanding of the Chinese search market. The Chinese search engine market is different from the Western one in many ways.

In 2021, China makes up for more than one-fifth of the four billion internet users worldwide. This gives China the largest online community in the world. And this number continues to grow as more and more people gain access to the internet.

As you can see, Baidu holds the vast majority of the search engine market in China. This is why optimizing your website for Baidu should be your number one priority if you want to enter the Chinese digital market.

The Chinese search engine market differs from the Western one not only because of its size but also on how consumers use search engines.

One of the main differences is that in China, people use search engines to find all kinds of information, including product reviews, images, videos, news, and much more. Whereas in the West, people use search engines mostly to find websites.

Another distinction is that Chinese people are far more trusting of what they find on search engines. This is due to the fact that, in China, global search engines such as Google or Bing are inaccessible. So, the Chinese have grown to trust the results they see on Baidu.

This trust has led to different user behavior when it comes to search engines. In China, people are more likely to click on the first result they see on Baidu than in the West. Whereas in the West, people tend to scroll through the first page of results and click on the one they find most relevant.

This difference in user behavior has a significant impact on how companies should optimize their website for Baidu.

Now that we've learned about the history of Baidu and the Chinese search market, it's time to dive into Baidu SEO.

Baidu SEO is the process of optimizing your website to rank higher on Baidu's search engine results pages (SERPs).

This may sound similar to how you would optimize your website for Google, but there are notable differences between the two search engines that you should be aware of.

First, Baidu offers more search results per page as compared to Google. Whereas Google shows 10 results per page, Baidu shows up to 30. This may not seem like a big difference, but it's actually crucial when it comes to optimization.

Second, as we mentioned before, Chinese users trust what they find on Baidu and are will tend to click on the first result they see. This means that being the first result on Baidu's SERPs is even more important than being the first on Google's.

Lastly, Baidu puts more emphasis on the content of your website than on backlinks. In other words, having high-quality content is essential if you want to rank well on Baidu.

Now that we understand the difference between Baidu and Google in SERPs, let's take a look at how the two differ in terms of algorithm.

Localization

Baidu is primarily a Chinese search engine. Therefore, it is expected to have a massive explicit bias towards anything Chinese in its algorithm. 

Language Processing

Since Baidu is just focusing on one language, it has gotten very sophisticated in parsing and understanding Chinese content. This is in contrast to Google, which has to deal with hundreds of languages.

Baidu employs a lot of Natural Language Processing (NLP) techniques to understand user queries better. For instance, it can handle synonyms and homonyms very well. If you search for "Apple" on Baidu, you will not only get results about the fruit but also about the tech company.

This level of language processing is something that Google is still working on for all languages, and it's one of the reasons why Baidu has an advantage in China.

Identifying Duplicate Content

Baidu places a lot of emphasis on original content. As a result, it has gotten very good at identifying duplicate content and penalizing sites that host it.

This has been a problem for international companies trying to break into the Chinese market. If they simply translate their English content into Chinese, Baidu will likely flag it as duplicate and push it down in the SERPs.

To avoid this, it's important to create Chinese content that is original and relevant to users in the country.

Understanding JavaScript and AJAX

Baidu is very good at understanding and indexing JavaScript and AJAX content. This has been a problem for Google in the past, as it wasn't able to properly crawl and index this type of content.

As a result, many websites started using these technologies to create dynamic and interactive pages that were not easily indexed by Google. This led to a competitive advantage for Baidu, as it was able to index this content more easily and accurately.

However, this is no longer an issue for Google, as it has improved its ability to crawl and index JavaScript and AJAX content.

Crawl Frequency

Baidu crawls websites more frequently than Google as there is more Chinese content on the web, and Baidu needs to index it more regularly to keep its results up-to-date.

As a result, Baidu is generally better at indexing new content quickly. If you have a website with fresh content, it's more likely to be indexed by Baidu sooner than by Google.

Backlink Quality

Baidu puts more emphasis on backlinks from high-quality websites. This is likely because the Chinese web is more insular than the global web, and there are fewer high-quality international websites linking to Chinese websites.

As a result, it's important to focus on getting backlinks from trusted and popular websites in China. This can be difficult for international companies, as they may not have many connections in the country.

Image Results

Baidu's image results are powered by a separate algorithm that is optimized for Chinese users. This means that it's more likely to show images that are relevant to the user's query and location.

The algorithm also takes into account the size, format, and resolution of the image, as well as the website that it's hosted.

This is in contrast to Google's image search, which is powered by the main search algorithm. This means that it's more likely to show images that are popular on the web, regardless of their relevance to the user's query.

Penalties 

Baidu has a reputation for penalizing websites with low-quality content. This is because there is a lot of low-quality content on the Chinese web, and Baidu is trying to surface the best results for users.

As a result, it's important to make sure that your website's content is high-quality and relevant to users. If not, you may be penalized by Baidu and pushed down in the SERPs.

Content Freshness

Baidu puts a lot of emphasis on content freshness. This means that it's important to regularly update your website's content to ensure that it remains relevant and useful for users.

This is in contrast to Google, which gives more weight to the overall popularity of a piece of content. As a result, Baidu is generally better at surfacing new and relevant content.

Domain Age

Baidu gives more weight to websites with a long history. This is likely because these websites are more established and have more backlinks, which signals to Baidu that they are high-quality.

As a result, it's essential to focus on building a website that will stand the test of time. This can be difficult for new websites, but it's worth the effort if you want to rank well on Baidu.

Meta Tags

Baidu uses meta tags to understand the content of a page. This is different from Google, which relies on the actual text of a page to understand its topic.

As a result, it's important to include relevant and keyword-rich meta tags on your website's pages. This will help Baidu understand what your pages are about and surface them in the SERPs.

Keyword Stuffing

Baidu is less tolerant of keyword stuffing than Google. This means that you should avoid cramming too many keywords into your website's content.

Not only will this make your content difficult to read, but it will also trigger a penalty from Baidu.

Baidu Properties and How it Impacts Your Chinese SEO

How to Rank in Baidu?

Ranking in Baidu is not as simple as it is in Google. This is because Baidu has a number of unique ranking factors that you need to take into account.

By following these quick SEO tips, you can increase your chances of ranking in Baidu. However, it's important to note that Baidu's algorithm is constantly changing, so you need to stay up-to-date on the latest trends and updates.

This is where Cross Border Digital can help you. For years, we've been helping various companies outside of China in expanding their business to the Chinese market through effective Baidu SEO services. Our SEO team in Shenzen, Shanghai, and Beijing can help you optimize your website for Baidu and other Chinese search engines.

Takeaway

Baidu SEO can be a challenge, but it's not impossible. By following the tips in this article, you can give your website a boost in the SERPs.

If you're interest to learn more about SEO in China or other digital marketing services, contact Cross Border Digital today. We're a full-service digital agency that can help you with all aspects of your online marketing, from website design, Chinese paid search advertising to social media marketing and more.

As the world's largest market, China is always at the forefront of new trends - especially when it comes to web design. Chinese web design has always been known as being simple, clean, and efficient - but in the past years, there's been a shift towards more creative and innovative designs.

Digital marketing in China has taken a leap forward in recent years, moving away from traditional advertising methods and towards more modern, interactive, and user-friendly methods. In fact, according to the "2022 China Digital Marketing Trend Report" by the Miaozhen Marketing Academy, the overall marketing expenses of businesses increased by 19% versus the previous year. Digital marketing in China is anticipated to grow at a similar rate as overall marketing investment, which will be lower than the actual growth of 22% in 2021.

To further understand how you can tap the Chinese market, let's look at the differences in web design in China versus the West.

Chinese Web Design: What's the Difference

There are several key differences between web design in China and the West. The most notable difference is that Chinese web designers tend to focus on simplicity and functionality, while Western designers tend to be more concerned with aesthetics and creativity.

Another major difference is that Chinese web designs are often heavily influenced by traditional Chinese culture, while Western designs are more likely to be influenced by Western pop culture. This is particularly evident in the use of colors and symbols. For example, Chinese web designers often use red and gold to symbolize luck and prosperity, while Western designers are more likely to use blue and white (the colors of the United States flag).

Finally, Chinese web designs tend to be more text-heavy than its Western counterparts. This is because Chinese is a more complex language than English and requires more text to convey the same meaning.

Chinese Website Navigation

One of the most note worthy differences between Chinese and Western websites is the way in which they are navigated. In the West, it is common for websites to have a horizontal navigation bar at the top of the page, with the main pages of the website listed in order from left to right.

In China, however, it is more common for websites to have a vertical navigation bar on the left-hand side of websites to have a vertical navigation bar. Chinese is a vertical language. Therefore, it makes more sense to list the main pages in this way.

It is also common for Chinese websites to have a search box prominently displayed on the homepage. This is because Chinese users are more likely to use a search engine to find the information they are looking for instead of navigating through the website itself.

Content structure

Content structure is another key difference between Chinese and Western websites. Western websites are heavy on the whitespace and graphics to capture attention. Large page partitions are a standard on western websites and are categorically sorted so that users can scan quickly.

On the other hand, Chinese websites fully utilize page space for content. Information is broken down into smaller blocks, allowing users to browse through larger categories first and then choose which one to click and investigate further.

Page Length

Western website designs have very long pages because of how their content is organized. For example, when Western websites use hyperlinks, instead of redirecting to another page, these often jump to tags within the same page.

The Chinese web design approach reduces page length and focuses on a single topic. As a result, the length of a Chinese website is generally less than two full-screen lengths.

Website Colors

The colors used on a website can tell you a lot about the culture it was designed for. For example, in China, the color red is considered to be lucky and is often used to symbolize good fortune. The color gold is also associated with luck and prosperity.

Green is another popular color in Chinese web design, as it represents growth and life. Blue and white are also common colors, as they are the colors of the Chinese flag.

In the West, blue is often used to represent trustworthiness and stability. The color green is generally used to symbolize growth and life. On the other hand, red is treated as a warning sign of danger.

Symbols

Symbols heavily influence the Chinese culture. The most common symbols used in Chinese web design are dragons, phoenixes, and tigers. These animals are often seen as symbols of strength, power, and good luck.

Western web design is not as symbol-heavy as Chinese web design. However, the most common symbols used are the peace sign, the recycling symbol, and the heart.

Chinese Web Design Trends 2022

Here are 8 web design trends that we think will dominate in China in 2022:

1. Simplicity

As minimalist designs grow in popularity, more and more designers favor simplicity in their designs. This trend is especially popular among younger generations who are tired of older generations' busy and cluttered designs.

2. Mobile-friendly and responsive designs

Since Chinese mobile browsing is expected to exceed desktop browsing in 2022, it is no surprise that mobile-friendly and responsive designs are becoming more popular. This trend makes websites easier to use on mobile devices and helps with search engine optimization.

3. Enhanced Tag Search Options 

Users can find information faster by making tag search more accessible or even using voice search. The Chinese language is complex and has over 80,000 characters. Typing in Chinese characters can be more time-consuming when performing a simple search.

Using tags to organize content and provide options in the search box allows users to click instead of typing what they need. This makes the search and navigation process faster and smoother than typing an entire word or sentence.

Some Chinese websites also utilize voice search. But since China has many dialects and accents, this function may not be suitable for everyone.

4. More Homepage Videos 

Videos are an excellent method to deliver a message or idea quickly and effectively as compared to reading lengthy website text. However, the video does not have to be lengthy, which may have an impact on loading speeds (especially on mobile).

Even a 20-second video can deliver the desired effect especially if it's creative and well designed. It's also worth noting that many videos on a website are used as a backdrop and looped. This saves loading time and allows the user to focus on the main message.

5. Intuitive and User-Friendly Navigation 

This website design trend has been popular for a while and is not unique to China. However, it is worth monitoring as it is especially important for websites with a lot of content.

The navigation should be functional and easy to use so that users can find what they are looking for without difficulty. A common design mistake is to cram too many menu items into the navigation bar. This makes it difficult to find what you're looking for and increases the chances of user error.

6. Storytelling 

Storytelling is an effective way to engage users and keep them coming back for more. In addition, it allows designers to be creative with their designs and to create a connection with the user.

7. H5 pages

WeChat H5 pages are valuable assets for promotions and ad campaigns. They are basically web pages optimized for mobile devices. They can be shared on social media platforms such as WeChat and Weibo.

It's a mobile website that developers can connect to the WeChat profile for dynamic campaigns. H5 provides a better user experience and allows you to add WeChat's Shake feature to your site. It also aids in launching targeted marketing strategies.

However, it is required to have an official WeChat account so you can maximize the H5 pages' features.

8. Gradients in branding and design elements 

This design trend for websites has been around for a while but is expected to continue gaining popularity in China. Gradients can add depth and dimension to flat designs. They can also be used to create a sense of movement and energy.

Can I Use my Global Website to Attract the Chinese Market?

Well, it depends. If you're targeting the Chinese market, it's best to have a website that is hosted in China. This is because the Chinese government has strict censorship laws and your website may be blocked if it's not hosted in China.

It's also worth noting that many global companies have both a global website and a Chinese website. This allows brands to cater to both markets without compromising on content or design.

Some of the world's biggest companies have separate Chinese versions of their websites, including Google, Facebook, Amazon, and Uber.

However, we do understand that maintaining two websites can get costly. If you're a small business or start-up looking to expand your reach in China, then you may not have the resources to do this. At Cross Border Digital, we'll help you find the best solution that suits your budget and needs.

If your resources are limited and may not be able to invest in a Chinese website, then you can try optimizing your global website for the Chinese market. This can be done by:

1. Selecting the right hosting provider 

Many web hosting providers offer services specifically for China. Do some research and select a provider that can guarantee that the Chinese Firewall will not block your website.

2. Use a CDN 

A content delivery network (CDN) is a system of computers that delivers content to users based on their geographic location. It's a good idea to use a CDN when targeting the Chinese market to make your website load faster for Chinese users.

3. Translate your content into Mandarin Chinese 

This is a no brainer if you want to attract the Chinese market. Your website should be translated into Mandarin Chinese so that users can understand what you're offering. You can use Google Translate or hire a professional translator to do this.

4. Use Simplified Chinese 

The vast majority of Chinese people use Simplified Chinese, so it's essential to use this version on your website.

5. Optimize your website for mobile devices 

Many Chinese people use their smartphones to access the internet, so optimizing your website for mobile devices is important. This includes making sure that your website loads quickly on mobile networks and that the design is responsive.

6. Pay attention to your website's speed 

The Chinese government has emphasized internet speed in recent years. Most Chinese users frown upon slow page loading times. So, make sure that your website is loading quickly to avoid losing potential customers.

7. Use the right website design 

Your website should be designed with Chinese users in mind. This means using colors that are considered lucky in China, such as red and gold. You should also avoid using any symbols that may be considered offensive, such as skulls or crossbones.

Takeaway

The Chinese market is huge and has a lot of potential. Understanding China's latest web design trends is a good way to start when planning to break into this market. But, of course, it's also important to have a well-designed and user-friendly website that can cater to the needs of Chinese users.

These are some of the trends in web design that are popular in China. However, as you can see, many of these trends are also becoming popular in other countries.

What's important is to keep an open mind and be willing to experiment with new ideas. The goal is to provide a better user experience and stay ahead of the competition.

If you need help designing your website for the Chinese market, reach out to us at Cross Border Digital. We would be happy to assist you.

While "The Great Firewall of China" may sound intimidating for many foreigners looking to expand their business, this should serve as a challenge rather than a setback. It is an exciting venture for your business to open up in China, and you can be successful if you learn to understand and work within their culture.

To help businesses decide whether or not they should expand their business in China, we've come up with this quick guide to help you understand the Chinese market.

Why Do Business in China?

Expanding your business in china has numerous benefits and advantages, especially for small to medium-size businesses or even for start-ups. 

The most obvious reason why many foreign businesses are interested in China is its size and rapidly growing economy. With over 1.4 billion in population and 971 internet users in the country, this provides opportunities for businesses to sell their products and services to a larger market.

Also, China is a major trade hub. China's membership in the World Trade Organization (WTO) has helped create a more favorable environment for foreign businesses. Since China joined the WTO in 2001, the Chinese government has made several reforms making it easier for foreign businesses to operate.

In terms of digital marketing, China presents a unique opportunity. While Google is blocked in China, there are several other popular search engines and social media platforms your business can use to reach your target market.

For example, Baidu is the largest search engine in China, with over 80% market share. WeChat, a messaging app with over 1 billion monthly active users, is also a popular platform for businesses to connect with potential customers. These platforms should be on your radar if you're looking to market your foreign business.

Ecommerce businesses can benefit from China's growing middle class. According to a report by McKinsey, China is expected to have 630 million middle-class consumers by 2022. This presents a significant opportunity for businesses looking to sell their products online.

In fact, China has been the largest online retail market in the world since 2013. In 2020, online retail sales revenue reached CNY 11.76 trillion ($1.81 trillion), which was an increase of 10.9 % compared to 2019.

The Three Major Factors for doing Business in China: Market Size, Culture, and Regulation

When considering doing business in China, you must consider three important factors: market size, culture, and regulation.

China's size appears to be the most appealing factor for firms entering this market. However, most businesses are unaware that China has a more diverse demographic profile, consumer preferences, and selling possibilities with a population this large. Moreover, a marketing strategy designed for one region may be ineffective in another because foreign businesses do not comprehend the country's cultural norms.

While the United States is almost the same size as China, Americans are accustomed to similar sales and marketing platforms. In addition, local companies can appeal to the same American demographic audience on both East and West Coast since the nation's wealth is dispersed, and the economic activity is relatively uniform. This is not the case in China.

China's culture and lifestyle differ so much from region to region, consumer preferences are not as uniform.

Understand and Embrace Cultural Differences

When it comes to work, people in business interact at a more personal level compared to the West. For example, Chinese employees prefer spending time with you to get to know you as a person and may share some stories about their private lives.

This is in contrast to the more formal and reserved interactions in the West where employees tend to separate their professional and personal lives.

If you are doing business in China, be prepared to spend time getting to know your employees and colleagues on a personal level. This will help build trust and rapport, which are essential for doing business in China.

The Chinese government has also been cracking down on foreign businesses operating in the country. There was a more relaxed attitude towards regulation and compliance in the past. However, this has changed in recent years as the government looks to tighten its grip on the economy.

This created a more challenging environment for foreign businesses, who must be up to date with the latest regulatory changes.

Stay Up to Date With Regulatory Changes

Doing business in China is not for the faint of heart. It's a complex and challenging market, but it can be very rewarding for businesses that can navigate it successfully.

There are several regulations businesses should make themselves aware of before conducting business in China. For example, for e-commerce companies, the PRC E-commerce Law is one you should take time to learn about.

On August 31, 2018, the PRC E-commerce Law was passed by the Standing Committee of the National People's Congress and took effect on January 1, 2019. It is the primary legal basis for governing online business activities in the People's Republic of China (PRC).

E-commerce companies must also comply with a range of other laws and regulations, such as the Cybersecurity Law, the Advertising Law, the Consumer Protection Law, and the Anti-Unfair Competition Law.

Growing Industries in China

The following industries are growing rapidly in China and present opportunities for foreign businesses:

Industry	2022-2023 Revenue Growth
Cafes, Bars & Other Drinking Establishments in China	22.0%
Online Shopping in China	17.4%
Medical Device Manufacturing in China	16.5%
Mail-Order & Online Shopping in China	16.3%
Couriers in China	16.0%
Alternative-Fuel Car & Automobile Manufacturing in China	16.0%
Internet Services in China	14.8%
Hotels in China	14.7%
Pig Farming in China	14.6%
Energy-Efficiency Consultants in China	14.6%

How to Increase Your Chances of Success in China

If you're thinking of doing business in China, there are a few things you can do to increase your chances of success:

1. Be Ready to Adapt to a New Culture
   As mentioned earlier, China is a very different place from what most Westerners are used to. So be prepared to embrace the differences and adapt to the local culture. This includes everything from how you dress and speak to how you conduct business deals.

Although many people in China speak English, it's still essential to make an effort to learn some Mandarin. This will help you build strong business relationships and showing that you're serious about doing business in China.

2. Create a Comprehensive Strategy in Digital Marketing
   Due to the large population and vast geographical area, it's important to have a well-thought-out digital marketing strategy. This should include factors such as which platforms to use (e.g. WeChat, Weibo), how to target specific demographics, and what type of content to create.

In terms of SEO, Baidu is the dominant search engine in China. However, it operates differently from Google, so you'll need to optimize your website and content accordingly.

Make sure your website is hosted on a local server in China. This is because the Great Firewall of China blocks many foreign websites, including Google and Facebook. You may also create a separate Chinese website, which is common for many foreign businesses.

3. Have a Strong Understanding of the Chinese Consumer
   With China's diverse culture, it's important to understand your target audience's needs and preferences before creating a marketing or advertising campaign. You can expect different forms of engagement from the Chinese market, while some may not even interact at all.

A good way to get insights into the Chinese consumer is to use social listening tools. These can help you track and analyze online conversations, giving you a better understanding of what people are saying about your brand.

4. Establish a Brand Presence in China
   Like anywhere in the world, establishing a strong brand presence will help you go a long way in the Chinese market. Make sure you partner up with a digital marketing agency like Cross Border Digital who understands the Chinese market like no other.

We have a team based in Shenzen, Beijing and Shanghai and we are registered locally. We help brands to enter the Chinese market and set up their business operations. We will be able to guide you through all the necessary steps in doing business in China.

Having a physical presence is recommended too. For example, if you're a fashion brand, you could open a flagship store in Beijing or Shanghai. Or, if you're an e-commerce company, you could set up a distribution center in one of China's major cities.

5. Maintain Key Relationships
   When doing business in China, you must retain control of your company. This means having a clear understanding of the legal and regulatory environment and maintaining good relationships with government officials.

It's also essential to build strong relationships with your business partners. This will help you navigate the often complex landscape of doing business in China.

6. Have a Long-Term Perspective
   Success in China seldom happens overnight. Building trust, relationships, and a strong brand presence take time. So be patient and have a long-term perspective when doing business in China.

This doesn't mean that you shouldn't expect to see results quickly. But it's important to set realistic expectations and not get discouraged if things don't happen as fast as you'd like.

Final Thoughts

Doing business in China can be a challenge, but it's also an opportunity to tap into the world's largest market. By being prepared to adapt, having a comprehensive digital marketing strategy, and establishing a strong brand presence, you can increase your chances of success in China.