Exporters of dietary supplements into China need to be familiar with that country’s dominant WeChat social media platform if they want to thrive, an industry association executive said.
Jeff Crowther, executive director of the US-China Health Products Association, said it’s hard to comprehend the reach of WeChat when looking at it from a Western perspective. In the West, social media activity is now ubiquitous, and runs on many different platforms. News feeds on mobile phones, posts on Instagram and Twitter, sharing and rating platforms like Yelp and TripAdvisor—the list goes on and seems to grow by the week.
Reach Unlike Anything in the West
Crowther, who spoke with NutraIngredients-USA at the recent GOED Exchange meeting in Seattle, said almost anything a consumer would want to do online within China is facilitated by WeChat.
“At the association, through our WeChat, we share lots of industry information,”Crowther said. “We have a lot of companies in the industry in China that follow us who want to see news on the industry from an international perspective.”
In addition to sharing information and facilitating online banking and bill paying, Crowther said the platform is also a place where lots of goods are bought and sold.
“Companies use WeChat to promote their products and pull consumers in, whether it’s to bricks and mortar, to their own e-commerce platforms or directly to their WeChat store,”he said.“It’s quite a good tool to use key opinion leaders in the fitness or health industry to get your brand out there.”
Source: Food Navigator Asia