Don’t do it like Dolce & Gabbana — thriving or diving in China’s social media
It is fair to say that in China social media has a far deeper and more comprehensive meaning than in the West. It is embedded in everyday life in such a profound way we can’t even imagine. Social media is a place to thrive or dive — for brands but also for individuals. It is not merely a way of getting information and amusement, it is an important instrument in demonstrating and gaining social capital. Becoming an influencer is something that many dream of; sharing your views of brands and products is common. Anybody truly can be an expert.
In China, these personal experiences and recommendations are the most reliable source of information. The Chinese rely on personal connections on social media and make a clear distinction between what is said by a private profile and an official account. Platforms that allow users to both generate content and form a community are a very viable way of sharing information. In addition, these communities connect consumers with KOLs which makes them even more appealing for the ordinary consumer.
Especially social commerce platforms are gaining popularity in China. Social commerce is a combination of social media and e-commerce that involves social interactions among consumers and KOLs, who also play a part in encouraging others to also purchase items. Even though social commerce might sound like just recommending products or platforms to your friends, it is much more. It is a powerful tool for spreading the latest trends — but also for generating boycotts.
It is said that Western consumers follow brands, whereas Chinese consumers follow people who follow brands. When KOLs bring up criticism towards any brand, it generates an enormous amount of attention. Information spreads through social media and commerce channels — and it spreads fast.
“Western consumers follow brands, whereas Chinese consumers follow people who follow brands.”
This affects the way brands evolve and succeed in China since no missteps will stay unnoticed. Brands must be very careful and sensitive with the messages they send — as the recent Dolce & Gabbana incident indicates. After publishing a campaign that has been interpreted disrespectful and racist, thousands of D&G products were pulled from Chinas biggest e-commerce sites and Dolce & Gabbana was forced to cancel a high-profile catwalk show planned to take place is Shanghai. It is fair to say that if criticism goes viral (which it quite easily might), the brand is in big trouble. Social communities rule brands’ success, which is why having a good reputation is invaluable in China.
