Proven strategies by brands (even suggested by Chinese clients) on how to easily sell to Chinese.
How to make Chinese customers wait in lines outside of your store on the first day of opening?
How to make Chinese clients click the order button the moment your e-commerce site goes live?
Here is one advice from a Chinese CEO.
I was having lunch at the Peninsula Hotel in New York with a group of Chinese CEOs. One of them told me:
“Tess, you should have an exhibition for this brand in China. But none of the products can be for sale during the exhibition”
“Not for sale? Why would I do that?”
“We love brands that we can only see, but can’t buy. If you market a brand that way, we will do everything and travel everywhere to buy it!”
They mean it.
Canada Goose has been marketing to the Chinese customer for years, but it didn’t have a store in China for years.
When Canada goose finally opened its first China store in Beijing at the end of 2018, lines form outside of the store from 10 am to 9 pm.
During peak time, there were 130 people in line. By 4 PM, or sizes except for extra small were out of stock. 80% of customers said they hadn’t get to buy what they want yet!
4 Steps to easily sell to Chinese customers
1. A strong brand story tailored to the Chinese market.
Your brand needs a unique component that only you have. Love and emotion is universal, yet the brand founder’s entrepreneurial journey is unique
Would you like to learn more about our China Business Development Practise?
2. Be “not available” in China.
Use e-commerce and social media to tap into China market without opening stores.
3. Be available outside China.
Tap into overseas Chinese. Have boutiques in cities with large overseas Chinese population: New York, Toronto, Vancouver, etc.
4. Increase investment in Chinese social media platforms.
Stay active, stay relevant.
5. Train the store sales team.
Training on how to negotiate and sell to Chinese customers. How to understand and manage Chinese customer’s expectations.
However, there are also challenges:
1. Lack of understanding of the Chinese market and consumers
2. Lack of understanding of China no social media and e-commerce environment
3. Lack of a brand story that appeals to Chinese clients
4. Lack of knowledge on selling to the Chinese
By developing, hiring or sourcing expertise, you will have a winning team.
If you can show your potential amount to sell to Chinese customers without opening any stores in China, this gives a strong message to the investors to fund your future growth, even when you want to open physical stores in the future.
The trade war is bringing an opportunity for smaller brands to compete with large players and fashion empires.
Fashion empires have huge cash flow and retail negotiation power. However, with the Chinese millennials, with e-commerce: it’s a different set of the game.
This is your moment to grow and shine.
If you’re ready to tap into the Chinese market and grow your brand, let’s talk!
High Net Worth Academy helps luxury brands grow high net worth clients, and succeed in China and Asia.
Tess Zhao, CEO & Founder. Formerly Head of Global Business Development at Harry Winston Diamonds, Tess is an expert on selling to HNW clients. She was also Head of Jewelry at Amazon Fashion, Media Spokesperson at Jaguar Cars, and a Financial TV reporter.