Live communications: how “guanxi” impacts your Chinese market sales
Trust in “guanxi”, from the Chinese standpoint, is conceived through live and real-time communications as people can obtain the information right away. Live and real-time communications could be in-person, by phone, or – as China has long entered the digital era – through instant messaging through systems such as Weixin, aka WeChat.
The reason why Taobao and Tmall, both giants of e-commerce websites in China, have surpassed their American competitors such as eBay and Amazon, is simply because they recognized that instant messaging systems facilitate “guanxi” and trust, which eventually lead to an increase in sales. This is how Chinese see: no communications, no trust, no transaction. Besides, by highly encouraging direct and real-time communications, the Chinese people feel their needs and habits adapted, which naturally would make them come back for more shopping.