Tapping into Asian markets: A social media guide for businesses
Businesses looking to expand into Asia need to understand local cultures and adapt their social media and digital ecosystems to successfully localise their marketing efforts
Australian health supplements company Blackmores faced considerable challenges when it was looking to expand its market share in China. Characterised by a rapidly growing middle class, increasing health consciousness, and a strong preference for foreign brands perceived as high quality and trustworthy, China represents one of the largest and most complex markets for health supplements globally.
However, China’s regulatory framework for health supplements is stringent, requiring foreign companies to navigate complex approval processes and adhere to local standards. Gaining the trust of Chinese consumers is also a significant hurdle. With numerous health scandals involving domestic brands, Chinese consumers often prefer imported products but are also wary of authenticity and efficacy.
Blackmores also had to navigate the complexity of China’s digital ecosystem. Unlike Western markets, where a handful of platforms dominate, China’s digital landscape is fragmented with a multitude of platforms, each serving different functions and demographics. However, Blackmores turned this last challenge to its advantage through a carefully tailored digital strategy that focused on multiple channels, including WeChat, China’s leading social media and messaging platform with over 1.3 billion monthly active users. Blackmores recognised that a localised digital strategy was essential for success in China, and leveraged the platform – not merely as a messaging platform, but as a comprehensive ecosystem to engage with consumers on multiple fronts.
“Blackmores have done a fantastic job using WeChat to connect with health-conscious consumers in mainland China,” said Nicolas Chu, Professor of Practice in the School of Marketing at UNSW Business School. He explained that Blackmores achieved this by building a WeChat Official Account (a type of verified account on the WeChat platform that businesses can use to interact with their customers) and a WeChat MiniProgram (an application that functions within the WeChat app itself).
Through their WeChat Official Account, Blackmores shared localised content that resonated with Chinese consumers, such as tips on traditional Chinese medicine and nutrition. This approach not only promoted their products but also built trust and authority by providing valuable, educational content. Its WeChat MiniProgram took consumer engagement a step further by offering personalised health assessments, seamless purchasing options, and integrated customer service, making it easy for users to interact with the brand and make informed buying decisions.
In addition to content and functionality, Blackmores ran interactive campaigns and partnered with key opinion leaders to enhance brand visibility and credibility. These efforts, supported by data-driven insights from WeChat’s analytics, allowed Blackmores to refine their strategy continuously, ensuring they met the evolving needs of their audience. The success of this approach was evident in their significant market share growth, increased online sales, and strengthened brand loyalty in China, positioning Blackmores as one of the most trusted foreign health supplement brands in the region, Prof. Chu explained: “Their tailored content and interactive campaigns through these channels have significantly increased their market share in China over time.”
Navigating the challenges of expanding into Asia
The rapid growth of digital platforms across Asia presents both opportunities and challenges for Australian businesses looking to expand their reach. With social media usage rates among the highest globally, understanding the nuances of each market is crucial for success. Blackmores’ experience was an example of a successful expansion into China enabled by the right social media strategy. However, Prof. Chu said the experience of companies seeking to achieve the same results varies significantly.
“Some organisations do an excellent job because they take the time to understand the local cultures and what makes consumers tick in each specific market. Others, however, stumble because they try to apply the same strategies that worked in Western markets, and that often doesn’t translate well,” said Prof. Chu.
The key to success is adapting and localising the approach, said Prof. Chu, who explained that the companies that invest in understanding regional nuances, technical constraints and preferences tend to fare much better.
Prof. Chu broke down the challenges facing companies seeking to do business in Asia: “Cultural differences are a big one; what works in one country might fall flat in another,” he said. “Then there’s the language barrier, which can complicate things further. Each country also has its own set of regulations, which can be quite different from what organisations are used to back home.
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“And don’t forget technology constraints like China’s Great Firewall, which blocks many Western websites, or bandwidth issues in some areas. Companies need to adapt their technology strategies accordingly to ensure they can still reach their audience effectively.”
How Venchi cracked Hong Kong’s chocolate market with WhatsApp
Venchi, a master chocolatier maker from Italy, is another good example of an international brand that has expanded successfully into Asia through a successful social media strategy, To promote one of their VIP Weeks, for example, they ran a WhatsApp marketing campaign in Hong Kong. Venchi’s choice of platform, WhatsApp, was a strategic move, aligning with the high usage rates for messaging apps in the region. Venchi used WhatsApp to deliver personalised messages directly to consumers, enhancing engagement by catering to local communication preferences.
One of the key factors in Venchi’s success was its ability to adapt its traditional European brand identity to the dynamic and mobile-centric Asian market. By using WhatsApp, Venchi tapped into a platform with a broad reach and high user engagement in Hong Kong. The campaign’s performance metrics were noteworthy, with much higher click rates than those of traditional text message campaigns. This success can be attributed to the immediacy and familiarity of WhatsApp as a communication tool, which made the campaign more accessible and appealing to consumers.
Despite the challenges of entering a competitive market like Hong Kong, Prof. Chu said Venchi’s approach proved effective. “The message click rates were five times higher than traditional text messages, and their open rates reached an impressive 95%,” he said.
What platforms and strategies are best?
For businesses looking to expand into Asian markets, Prof. Chu said investing time and resources into understanding and adapting to these unique digital ecosystems is important. “When it comes to specific platforms, it’s all about going local,” said Prof. Chu, who recently released a guide through his company, Sinorbis, for organisations looking to expand into Asia through social media.
In mainland China, for example, Prof. Chu said a WeChat account is a “must-have”. “It isn’t just for messaging – you can do almost anything on it, from shopping to customer service,” he said. Xiaohongshu (Little Red Book) is also key for reaching China’s affluent and digitally-savvy consumers, while Douyin, China's TikTok, engages a youthful audience with its high engagement potential, offering a vibrant platform for creative and viral content.
In South and Southeast Asia, WhatsApp is very popular, said Prof. Chu: “WhatsApp reigns as a messaging powerhouse in India, Indonesia, and Malaysia. Using an official WhatsApp Business Account, businesses can deliver personalised service and timely updates, ensuring smooth communication,” he said.
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He recommended LINE in Japan, Taiwan, and Thailand. LINE provides unique advertising opportunities and direct channels for communication through official accounts, making it ideal for targeted marketing strategies.
In South Korea, KakaoTalk is preferred while Zalo is the best option and, more recently, even Cambodia announced the launch of its own platform: CoolApp. “Each of these platforms has its own set of features that can really help you tailor your marketing and communication efforts across the region,” he said.
Another key to success is localisation, specifically "marketing localisation," he said. “It’s not just about translating your content but truly adapting it to resonate with local audiences,” according to Prof. Chu; this means understanding which channels to use for better engagement, staying on top of regulatory changes, and ensuring compliance with local laws. “Addressing technology constraints is equally important. Companies should be prepared to navigate issues like internet censorship (as seen in China or Vietnam) and ensure their digital experience is optimised for local digital ecosystems,” he said.
How Starbucks expanded into Thailand through LINE
Another successful example of a company expanding into Asia through social media is Starbucks, according to Prof. Chu. “They launched The LINE Starbucks Card as a digital membership card, allowing customers to search for menus, new promotions, and store locations,” he explained.
The company recognised the importance of standing out in Thailand's competitive café market by leveraging the digital landscape, particularly through a strategic partnership with LINE, the country's dominant messaging app. Understanding the growing urbanisation and digital engagement among Thai consumers, Starbucks introduced the LINE Starbucks Card, a digital membership card integrated into the LINE app. This card not only allowed users to browse menus, find store locations, and make payments seamlessly but also enabled them to earn and track rewards, making the Starbucks experience more convenient and appealing.
Additionally, Starbucks partnered with LINE MAN, LINE’s delivery service, to cater to the increasing demand for convenience among Thai consumers. This collaboration led to a significant increase in online orders, showcasing the effectiveness of meeting customers' needs through mobile platforms. Starbucks also ran localised marketing campaigns on LINE, using popular features like branded stickers and interactive ads to engage with Thai consumers in culturally relevant ways.
The strategic use of LINE in Thailand delivered substantial benefits for Starbucks, including increased market share and enhanced customer experience. By integrating digital services with a platform already ingrained in the daily lives of Thai consumers, Starbucks not only made interactions with the brand more convenient but also built a stronger, more engaged customer base, according to Prof. Chu: “As a result, their online ordering doubled year-over-year.”
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Four steps to effective marketing localisation
1. Understand the market and local ecosystem
• Conduct thorough market research to understand the cultural nuances, consumer behaviour, and preferences of the local audience.
• Identify the most popular digital platforms and communication channels in the region.
• Stay informed about local regulations and compliance requirements to avoid legal issues.
2. Build robust foundations
• Establish a strong local digital presence by creating region-specific and localised websites and social media and messaging profiles.
• Develop and optimise content that speaks to the local audience, including local language support and culturally relevant messaging.
3. Grow your base through the right channels
• Leverage the most effective digital channels for reaching your target audience, whether it’s search, social media platforms and/or messaging apps.
• Run targeted campaigns on those channels that are tailored to the interests and needs of the local market.
4. Measure performance and apply the right attribution model
• Implement analytics tools to track the performance of your marketing activities across different channels.
• Use an appropriate model to understand the impact of each marketing touchpoint on customer acquisition and conversion.
• Continuously monitor and adjust your strategies based on performance data to optimise your marketing efforts.
“By following these steps, organisations can effectively localise their marketing efforts, overcome technological and regulatory challenges, and successfully engage with their target audiences in new markets,” Prof. Chu concluded.