{"id":50164,"date":"2025-06-17T04:39:00","date_gmt":"2025-06-17T04:39:00","guid":{"rendered":"https:\/\/chinesetouristagency.com\/?p=50164"},"modified":"2025-05-21T10:01:36","modified_gmt":"2025-05-21T10:01:36","slug":"brands-should-really-be-carreful-about-their-social-media-communication","status":"publish","type":"post","link":"https:\/\/chinesetouristagency.com\/brands-should-really-be-carreful-about-their-social-media-communication\/","title":{"rendered":"Brands should REALLY be carreful about their Social Media communication"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<p>Absolutely  in <strong>China\u2019s hyper-digital consumer landscape<\/strong>, your <strong>social media presence is not optional <\/strong>&#8220;<strong>\u2014<\/strong>&#8220;<strong> it\u2019s survival<\/strong>&#8220;.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/social-media-marketing-in-China-Olivier-VEROT-2025.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"544\" src=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/social-media-marketing-in-China-Olivier-VEROT-2025-1024x544.jpg\" alt=\"\" class=\"wp-image-53773\" srcset=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/social-media-marketing-in-China-Olivier-VEROT-2025-1024x544.jpg 1024w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/social-media-marketing-in-China-Olivier-VEROT-2025-300x159.jpg 300w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/social-media-marketing-in-China-Olivier-VEROT-2025-768x408.jpg 768w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/social-media-marketing-in-China-Olivier-VEROT-2025-600x319.jpg 600w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/social-media-marketing-in-China-Olivier-VEROT-2025.jpg 1348w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p>Here\u2019s a clear breakdown of <strong>why brands must be extremely careful and strategic about their social media communication in China<\/strong>, and what\u2019s at stake when they get it wrong (or ignore it altogether).<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">\ud83d\udea8 <strong>Why Brands MUST Take Social Media Seriously in China (2025)<\/strong><\/h2>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">\u274c 1. <strong>No Social Media = Invisible Brand<\/strong><\/h3>\n\n\n\n<p>If you\u2019re not on <strong>Douyin<\/strong>, <strong>Xiaohongshu (Red)<\/strong>, or <strong>WeChat<\/strong>, then for Chinese consumers:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201c\u4f60\u4e0d\u5b58\u5728\u201d \u2014 <em>\u201cYou don\u2019t exist.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>Chinese shoppers \u2014 especially Gen Z and Millennials \u2014 won\u2019t trust or buy from a brand <strong>they can\u2019t research online<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/01\/Food-rednotes.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"700\" src=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/01\/Food-rednotes.jpg\" alt=\"\" class=\"wp-image-53584\" srcset=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/01\/Food-rednotes.jpg 1020w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/01\/Food-rednotes-300x206.jpg 300w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/01\/Food-rednotes-768x527.jpg 768w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/01\/Food-rednotes-600x412.jpg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/a><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">\u26a0\ufe0f 2. <strong>Bad Communication = Cheap or Low-Quality Image<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Unprofessional posts, low-quality visuals, or awkward translations damage your image instantly.<\/li>\n\n\n\n<li>In China, brand perception spreads <strong>fast and visually<\/strong> \u2014 if your aesthetic is off, people assume: \u2757\u201cCheap.\u201d<br>\u2757\u201cCopycat.\u201d<br>\u2757\u201cLow-end Taobao brand.\u201d<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2018\/07\/turkey-travel-Xiaohonsghu.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"480\" src=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2018\/07\/turkey-travel-Xiaohonsghu.jpg\" alt=\"\" class=\"wp-image-53620\" srcset=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2018\/07\/turkey-travel-Xiaohonsghu.jpg 640w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2018\/07\/turkey-travel-Xiaohonsghu-300x225.jpg 300w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2018\/07\/turkey-travel-Xiaohonsghu-600x450.jpg 600w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/a><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83e\udd2f 3. <strong>Social Media is Your First Line of Crisis Control<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>If something goes wrong (delayed shipping, complaints, rumor, bad review), and <strong>you\u2019re silent<\/strong>, consumers will <strong>punish you publicly<\/strong>.<\/li>\n\n\n\n<li>But if you\u2019re present and responsive on Red or WeChat: \u2705 You can <strong>own the story<\/strong>, explain, and recover.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udcb8 4. <strong>Social Media Brings Sales \u2014 Not Just Likes<\/strong><\/h3>\n\n\n\n<p>In China:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Red = Trust + Purchase Intent<\/strong><\/li>\n\n\n\n<li><strong>Douyin = Discovery + Conversion<\/strong><\/li>\n\n\n\n<li><strong>WeChat = Loyalty + Repeat Buy<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Many young consumers don\u2019t browse Tmall or JD directly \u2014 they first <strong>see your product on Red or Douyin<\/strong>, then click and buy.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Social media = your sales funnel.<\/p>\n<\/blockquote>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udcf1 5. <strong>Gen Z &amp; Millennials ONLY Buy What They Can Check Online<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>They don\u2019t believe ads. They believe:\n<ul class=\"wp-block-list\">\n<li>Reviews<\/li>\n\n\n\n<li>KOL demos<\/li>\n\n\n\n<li>User-generated content (UGC)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p>They\u2019ll search:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cIs this brand good?\u201d<br>\u201cIs this sunscreen fake?\u201d<br>\u201cUnboxing of [your product]\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>If they find <strong>nothing \u2014 or worse, bad things \u2014 you\u2019re done.<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83e\udd16 6. <strong>Online Reputation Checks Are Fast and Automated<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Chinese consumers <strong>scan your Red presence<\/strong>, check comments, search Zhihu, and look for videos \u2014 all within <strong>60\u201390 seconds<\/strong>.<\/li>\n\n\n\n<li>No product page or post? They skip.<\/li>\n\n\n\n<li>Slow reply to a comment? They post about your bad service.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">\u2705 Final Advice: Own Your Brand Online \u2014 Or Someone Else Will<\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Risk<\/th><th>What Happens<\/th><th>Fix<\/th><\/tr><\/thead><tbody><tr><td>\u274c No social presence<\/td><td>No trust = no sales<\/td><td>Be on Red, Douyin, WeChat<\/td><\/tr><tr><td>\u274c Bad visuals or tone<\/td><td>Viewed as low-end<\/td><td>Invest in branding &amp; native content<\/td><\/tr><tr><td>\u274c No crisis strategy<\/td><td>One post can hurt you<\/td><td>Monitor &amp; reply fast<\/td><\/tr><tr><td>\u274c No influencer reviews<\/td><td>No social proof<\/td><td>Seed KOLs + UGC<\/td><\/tr><tr><td>\u274c Ignoring culture<\/td><td>Backlash or cringe<\/td><td>Localize deeply<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">\ud83e\udde0 Your Social Media = Your Brand in China<\/h2>\n\n\n\n<p>\ud83d\udcf8 Post smart<br>\ud83d\udcac Respond fast<br>\ud83c\udfa5 Inspire visually<br>\ud83e\udd1d Build relationships<br>\ud83c\udf1f Get reviewed, not just seen<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Examples <\/h2>\n\n\n\n<p>The US confectionery firm Mars Wrigley has stated that it &#8220;respects China&#8217;s national sovereignty&#8221; and apologized after an advertising for its Snickers bar referred to Taiwan as a country, provoking fury in China.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/Snickers-China-BTS.jpeg\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"525\" src=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/Snickers-China-BTS.jpeg\" alt=\"\" class=\"wp-image-50165\" srcset=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/Snickers-China-BTS.jpeg 1000w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/Snickers-China-BTS-300x158.jpeg 300w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/Snickers-China-BTS-768x403.jpeg 768w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/Snickers-China-BTS-600x315.jpeg 600w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/a><\/figure>\n\n\n\n<p>China&#8217;s social media quickly adopted screenshots of promotion for the nutty confections featuring the South Korean pop group BTS.<\/p>\n\n\n\n<p>&#8220;We are aware of allegations regarding Snickers-related actions in specific countries of Asia, take this matter very seriously, and extend our sincerest apologies,&#8221; read a Mars Wrigley statement put on the company&#8217;s Sina Weibo account on Friday.<\/p>\n\n\n\n<p>The firm has requested that Snickers&#8217; marketing team review and amend its official website and social media pages &#8220;to verify the accuracy of the company&#8217;s publicity content,&#8221; according to the statement.<\/p>\n\n\n\n<p>&#8220;Mars Wrigley respects China&#8217;s national sovereignty and territorial integrity, and conducts business in complete line with Chinese local rules and regulations,&#8221; the company said in a statement.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-fashion-china wp-block-embed-fashion-china\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"zLmiEPhIxf\"><a href=\"https:\/\/fashionchinaagency.com\/dior-under-pressure-of-chinese-netizens\/\" target=\"_blank\" rel=\"noopener\">Dior Under Pressure on Weibo for Cultural Appropriation of Chinese Traditional Clothing?<\/a><\/blockquote><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; visibility: hidden;\" title=\"&#8220;Dior Under Pressure on Weibo for Cultural Appropriation of Chinese Traditional Clothing?&#8221; &#8212; Fashion China\" src=\"https:\/\/fashionchinaagency.com\/dior-under-pressure-of-chinese-netizens\/embed\/#?secret=8FawHIcZTb#?secret=zLmiEPhIxf\" data-secret=\"zLmiEPhIxf\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Snickers China issued a second statement on Weibo hours after the first, stating that &#8220;there is only one China in the world, and Taiwan is an inalienable part of China&#8217;s territory.&#8221;<\/p>\n\n\n\n<p>China announced on Friday that it was halting collaboration with the United States on crucial subjects such as climate change, and has encircled Taiwan in a series of military drills over the previous several days.<\/p>\n\n\n\n<p>Mars Wrigley is not the first international company to apologize over fears of losing access to China&#8217;s vast consumer market.<\/p>\n\n\n\n<p>In 2019, the French luxury brand Dior issued an apology for using a map of China in a presentation that omitted Taiwan.<\/p>\n\n\n\n<p>In 2018, the Chinese government took down the website for hotel brand Marriott in China for one week after a customer questionnaire listed Taiwan, Tibet, and Hong Kong separately from China.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Social Media in China<\/h2>\n\n\n\n<p>Utilization of social media is one of the keys to success in China. Chinese people spend more time online in China than anyplace else, necessitating that businesses increase their understanding of social media networks. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Content is the Basis of all Social Media strategies in China!<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2018\/07\/turkey-RRed-book-scaled.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"452\" src=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2018\/07\/turkey-RRed-book-1024x452.jpg\" alt=\"\" class=\"wp-image-53614\" srcset=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2018\/07\/turkey-RRed-book-1024x452.jpg 1024w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2018\/07\/turkey-RRed-book-300x132.jpg 300w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2018\/07\/turkey-RRed-book-768x339.jpg 768w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2018\/07\/turkey-RRed-book-1536x678.jpg 1536w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2018\/07\/turkey-RRed-book-2048x904.jpg 2048w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2018\/07\/turkey-RRed-book-600x265.jpg 600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Need a Social Media Agency in China?<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/gma-4.jpeg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"444\" src=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/gma-4-1024x444.jpeg\" alt=\"\" class=\"wp-image-50168\" srcset=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/gma-4-1024x444.jpeg 1024w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/gma-4-300x130.jpeg 300w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/gma-4-768x333.jpeg 768w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/gma-4-600x260.jpeg 600w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/gma-4.jpeg 1219w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p>If you are interested in increasing the presence of your Brand in China, don\u2019t hesitate to<a href=\"https:\/\/marketingtochina.com\/contact-us\/\" target=\"_blank\" rel=\"noopener\">&nbsp;contact us<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Absolutely in China\u2019s hyper-digital consumer landscape, your social media presence is not optional &#8220;\u2014&#8220; it\u2019s survival&#8220;. Here\u2019s a clear breakdown of why brands must be extremely careful and strategic about their social media communication in China, and what\u2019s at stake when they get it wrong (or ignore it altogether). \ud83d\udea8 Why Brands MUST Take Social&#8230;<\/p>\n","protected":false},"author":10,"featured_media":50169,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"jetpack_post_was_ever_published":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[224],"tags":[],"class_list":["post-50164","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media"],"acf":[],"jetpack_featured_media_url":"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2022\/08\/maxresdefault.jpeg","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p67DXD-d36","_links":{"self":[{"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/posts\/50164","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/comments?post=50164"}],"version-history":[{"count":3,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/posts\/50164\/revisions"}],"predecessor-version":[{"id":53776,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/posts\/50164\/revisions\/53776"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/media\/50169"}],"wp:attachment":[{"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/media?parent=50164"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/categories?post=50164"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/tags?post=50164"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}