品牌运营｜品牌初到中国市场，应该做什么？

凡事需要因地制宜，跨国的商业活动更是这样。

Adapting to local conditions is a permanent methodology, especially for transnational businesses.

最近半年多的时间里，三分白运营团队接触到来自中东、北美、欧洲不同国家地区、不同行业的多个品牌，总结出一些相对比较共性的问题点，供参考和交流。

In the past half a year, our operation team has come into contact with many brands from different industries in the Middle East, North America and Europe. We sum up some common experience for reference and exchange.

一、官方网站 OFFICIAL WEBSITE

1. 访问速度 Access Speed
在我们当前接触的国外品牌中，多数品牌的官网在中国区打开速度非常慢，用网速测试工具测下来，响应时间往往在5秒以上，用户体验很不好。建议技术/IT部门增加香港服务器，年费不贵，一般人民币2K-4K。

Among the foreign brands we are currently in contact with, the opening speed of their official websites in China is very slow. The response time is usually more than 5 seconds according to the test tool of Internet speed, which leads to a poor user experience. It is recommended that the technical/IT department add the Hong Kong server. The annual fee is not expensive, generally RMB 2K-4K.

2. 联系方式 Contact Details
如果官网挂的只有留言表单、海外办公室等联系方式，建议参考中国科技公司的官网，增加中国本土的在线客服、客服微信、官方400电话之类。

If the official website only has information such as message forms and overseas offices for contact, it is recommended to refer to the official website of Chinese technology companies and add online customer service in China, customer service WeChat and official 400 telephone.

二、社交媒体 SOCIAL MEDIA

国外品牌官网链接的社交媒体主页往往只有Facebook、Twitter、Instagram这些，建议注册中国市场主流的微信公众号（一般推荐服务号）；如果产品或服务内容适合视频形式呈现的，建议注册并认证抖音账号、Bilibili账号。

The social media pages linked to the official websites of foreign brands are often only Facebook, Twitter and Instagram. We suggest foreign companies register WeChat Official Account (Service Account is a suitable choice), which is the mainstream media in the Chinese market. In addition, if the content of the product or service is suitable for video presentation, it is recommended to register and authenticate the Douyin account and Bilibili account.

三、搜索引擎 SEARCH ENGINE

少数品牌走低调路线，「闷声发财」；多数品牌，希望自己曝光量大，能被投资机构、媒体、消费者看到。

Only a few brands take the low-key route of “silent and rich”, most brands want to get a lot of exposure to be seen by investors, media and consumers.

以「被看到」为导向，一个品牌初入中国市场，除了新闻形式的媒体发声，搜索引擎的流量承接也要做好。具体落地工作主要为官网SEO，以被搜索引擎收录，并能拿到品牌词产品词的健康排名为目标；如果官网涉及的审核流程、技术配合复杂度高、落地慢，那么，注册认证知乎机构号是最好的选择之一。知乎在百度、搜狗、360都有极好的权重，并且相对来说，对商业信息的包容度较好。

To "be seen" as the orientation, when a brand enters the Chinese market for the first time, in addition to the voice of the media in the form of news, the traffic undertaking of search engines is also important. The specific implementation work is mainly the official website SEO. Be included by search engine and get a health ranking of brand word and product word is the goal. If the audit process and technical coordination related to the official website are complicated and slow to execute, registering and certifying the Zhihu institutional account is one of the best choices. Zhihu has the excellent weightiness in Baidu, Sogou and 360 browsers, and is relatively tolerant of commercial information.

权重高的账户选择，为什么不选百家号、搜狐号呢？原因很简单，百家号和搜狐号的内容审核机制已经到了「完全不讲理」的程度。举个例子，有用户在百家号或者搜狐号发评论留言问询品牌的联系方式，不管你回复的是官方网站、官方电话、微信抑或Email，平台系统都会自动吞掉，用户看不到。

Among high weight accounts, why Baijia or Sohu is not a choice? The reason is very simple, the content review mechanism of Baijia and Sohu is completely unreasonable. For example, if a user posts a comment message on the Baijia or Sohu to ask the brand's contact information, whether you reply to the official website, official phone, WeChat or Email, the platform system will automatically swallow the reply, and the user can't see it.

当然，中国互联网产品的丰富性、多样性，显而易见地争夺用户、分散流量，蛮多人目前已经不太用搜索引擎，但客观地看，搜索引擎当前还没有退出历史舞台。

Of course, China's Internet products are rich and diverse. These products compete fiercely for users and disperse stream. Many people no longer use search engines nowadays, but objectively, search engines have not yet withdrawn from the historical.

四、线上零售 E-COMMERCE

成熟品牌如果想在中国市场做线上零售，那么需要放下自己过去做独立站、亚马逊的成功经验，空杯心态，通过深入了解中国电商零售市场的实际情况，制定自己在中国区的零售策略。

If mature foreign brands want to operate online retail in the Chinese market, they need to put aside their successful experience of operating independent website and Amazon in the past, keep a humble attitude, and develop its own retail strategy in China through in-depth understanding of the actual situation of China's e-commerce retail market.

每个品牌的发展阶段、商业诉求，各有不同。上述内容只是我们在实际工作中看到一些问题和提出应对建议，颗粒度较粗，存在一定的局限性，不建议生搬硬套。我们欢迎行业内外不同的声音和交流，也欢迎国内外品牌带着问题来找我们。

Each brand has different development stages and commercial demands. The above content is only some problems we see in the actual work and corresponding suggestions. It is relatively broad, and has limitations. Therefore, it is not recommended to apply mechanically. We welcome different voices and exchanges from inside and outside the industry, and welcome brands from home and abroad to come to us with problems.

三分白内容团队原创文章，转载请注明来自三分白（上海）信息技术有限公司官方网站 www.sanfenbai.com

Qriginal article, reprint please indicate from the official website of Sanfenbai (Shanghai) Information Technology Co., Ltd.