Question
Considering the higher mind-share of social apps like WeChat, what is the right role of a manufacturer's website in the Chinese Market? Some marketers would argue that a website is no longer needed in the Chinese market, and that it is a tactic with diminishing returns. For a relatively new/unknown brand (in the China market;very strong elsewhere) already investing in paid postings on WeChat, is there still a right role to play for a website, or is it not really worth investing in that channel anymore?
Answer
Although in China, social media channels like WeChat or Weibo are paramount for brand promotion, a traditional brand web presence is still important. Especially for established brands outside China, a brand's website is seen as a "business card" and always contributes positively to a validation process done by Chinese B2B sales networks.
