The biggest barriers to accessing the Chinese market
The Chinese market is widely accepted as the next frontier for global businesses. But it’s also one of the most difficult to crack.
In order to ensure success in the Chinese market, the main thing to remember is that China is a digital savvy nation. China has the highest rates of smartphone penetration in the world, with 1.55 billion registered phone subscriptions as of 2018. More than 95% of internet users in China access it through their mobile phones. It’s clear that the Chinese conduct their lives online, so in order to successfully crack this enormously digital market you must run a digital campaign. Or rather, a mobile campaign.
This might sound quite straight forward, but running a digital campaign in China doesn’t come without barriers or complications.
Barriers to entry in China
There are three key barriers when entering the Chinese market.
The first is the Great Firewall of China, which is part of a rigid regime to regulate the internet. It blocks access to most Western websites, social media platforms and advertisers which in turn makes it extremely difficult to reach the chinese audience.
The second barrier is the Chinese culture. This is because of the huge differences between Australian and Chinese society. The way in which either culture communicates, uses technology and even does business is entirely different, so your entire marketing strategy (from messages to style to the sales process) must be adjusted accordingly in the Chinese market.
Language is the third major barrier. A huge priority for chinese consumers is to be able to access products and brands in their language, so it is crucial to ensure there is a mutual understanding when entering the market. It is often essential for Australian businesses to need translation in order to work together with Chinese consumers or clients.
Whilst there are clear barriers, you can still find effective methods to cut through. The first step is understanding the cultural barriers between China & Australia, so you can tailor your strategy to the market. Next, you’ll need to overcome language by using a translator. Finally, and here’s the fun bit – the technology hurdles. Because of the Great Firewall of China, you’ll need to embrace Chinese technology.
WeChat is China’s top social media platform, and accessible to global brands to have a direct line to Chinese consumers. For your website, you’ll need to set up hosting in China and make a few technical changes to ensure it’s actually visible to Chinese consumers.
Keep an eye out for our upcoming articles about how to set up WeChat accounts, China hosted websites and understand the cultural differences in China.