It was no surprise when China’s online population surpassed that of the United States in June last year to become the largest in the world. By January of this year, the Internet penetration rate in China surpassed the global average of 21.9 percent and over 298 million Chinese citizens had access to the World Wide Web, a 42 percent year-on-year increase. But the story in China is not simply about the number of Internet users, but rather what they are doing when they go online.

The Internet has presented the Chinese consumer with a welcome alternative to the traditional mainstream media of television, radio and print that was extremely influential in shaping opinions and decisions. At the same time, consumers are no longer simply on the receiving end of media – they can now create, publish and share their own content via the Internet.

"Previous consumer-brand relationships were one-way,” says Claudia Sun, account director of the Marketing Communications practice at public relations firm Hill & Knowlton Shanghai. “Now, consumers play a more active role so brands need to reflect this change by treating their consumers as equal partners in a sophisticated relationship.” The myriad online tools available for companies – such as blogs, discussion forums and social networking sites – make it possible for companies to interact with consumers, learn about their tastes and concerns, and share new products and ideas. 

While the Internet is now a major channel to connect with netizens, companies must examine their communications strategy and rethink how they go about engaging Chinese consumers. “Digital and traditional media are both likely to play a role,” says William Moss, a director in the Beijing office of public relations consultancy Burson-Marsteller. “An organization that communicates effectively will use the right mix of online and traditional media in ways that complement and reinforce each other.”

Brands that are able to stand out from the crowd and create a positive and memorable online experience will be the most successful in building lasting relationships with the consumer. 

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