In an era where Chinese consumers use restaurant review apps like Dianping as a marketing example, Dianping demonstrates its importance as a platform for discovering interesting restaurants for international travel and dining. Therefore, Thai restaurants have significant opportunities to expand into the Chinese market. Research indicates that Thai food is gaining popularity in China, particularly in urban areas. 杭州 Over 1,000 Thai restaurants are listed on Dianping, and some popular ones clearly have long queues before dinner time.
This article will look at broad case studies of Dianping marketing, referencing research, such as in urban areas. 昆明 (Kunming) conducted a study of Thai restaurants in China, summarizing strategies and lessons that Thai restaurants can apply when using Chinese review platforms (Dazhong Dianping). And the Chinese market as a whole
A brief case study of the Dianping marketing model: Thai restaurants in China.
Research Cultural identity and glocalization A case study of Thai restaurants in Kunming It was found that Thai restaurants in Kunming have implemented a strategy called “glocalization,” which involves maintaining Thai authenticity while adapting to the tastes and behaviors of Chinese consumers. This is an interesting example of the Dianping marketing model.
The Xinhua article also stated that in the aforementioned city of Hangzhou, even though the Thai restaurant is located outside the city center, it is able to attract a large number of Chinese consumers. This is partly due to the demand for authentic Thai flavors, the import of Thai ingredients, and the "authentic Thai" image as a selling point, which serves as an example of successful marketing for Thai restaurants in China.
Although no specific Thai restaurants with proven results through Dianping have been named in detail, this example of Dianping marketing at least clearly shows that Thai restaurants that conduct online reviews and marketing in China, have a well-defined Thai restaurant strategy, maintain quality, and use Thai ingredients, have a chance of success in China.
H2: Practical Strategies for Thai Restaurants
Based on the information above and research/articles on the Chinese market, the Dianping marketing model can be summarized into four main strategies as follows:
1. Establish a clear Thai identity.
Thai restaurants should clearly express their Thai identity in every aspect, from the name and menu language to the atmosphere, decor, and ingredients. For example, the restaurant in Hangzhou chooses to import Thai ingredients to enhance its credibility as an authentic Thai restaurant.
It's not just about putting the words "Thai cuisine" in the menu; the goal is to make Chinese customers feel like they're experiencing authentic Thai food. The restaurant's decor, the menu featuring bold Thai flavors—but balanced to suit Chinese palates—is a strategy that can help Thai restaurants achieve better sales.
If you want to learn more about food reviews in China and how they have become a powerful force in modern marketing, you can read more here. From food reviews to lifestyle: Dianping, a hub for modern marketing in China.
2. Adapting to the Chinese market (Glocalization)
While maintaining its Thai identity, the Dianping marketing example... Restaurants studied in Kunming found that they needed to adjust certain aspects to suit Chinese tastes, such as spiciness levels, the amount of spices, and the menu items to cater to Chinese consumers.
Furthermore, menu names should be translated into easily understandable Chinese, and service should be accessible to Chinese customers without compromising its Thai identity while still appealing to them. This is a successful Dianping review strategy that helps increase sales for Thai restaurants.
3. Utilize Dianping and other Chinese online channels.
Review platforms like Dianping are a crucial starting point for restaurants in China and Chinese tourists. Successful Thai restaurant reviews should utilize a Dianping account to update restaurant information, photos, reviews, and Chinese-language menus, as well as employing Thai restaurant promotion strategies through KOL/KOC in China or Chinese social media platforms such as... 小红书 (Xiaohongshu) to generate a current.
Receiving positive reviews from Chinese consumers increases credibility and makes the restaurant easier to find on Dianping. This is a Chinese online marketing strategy that helps boost sales for Thai restaurants.
4. Customer service and experience.
Beyond the food, the experience is what creates a lasting impression and receives positive reviews. Following the Dianping marketing example, successful Thai restaurants in China often prioritize service tailored to Chinese customers, such as staff who speak Chinese, making communication easy, menus with clear pictures, and convenient locations. Furthermore, restaurants should be prepared to accept Chinese payment methods, such as Alipay and WeChat Pay, which is something Chinese tourists expect.
Many of you may have questions such as: What are the common characteristics of successful case studies? It can be said that successful restaurants on Dianping tend to have a distinct Thai identity, adapt their flavors to Chinese tastes, update their content regularly, respond to reviews consistently, and connect with Chinese social media platforms like Xiaohongshu or Weibo to expand their reach.
Lessons from the Dianping marketing example for Thai restaurants considering using Dianping to penetrate the Chinese market.
- Do your homework on the Chinese market: Research which city your restaurant will be located in, how many Chinese tourists there are, and how many Thai restaurants are competing with you. This will help you find the right techniques to create high-ranking Dianping reviews for your Thai restaurant.
- Get ready for online marketing in China: Opening a store account on Dianping, translating your menu, preparing high-quality images, and encouraging reviews from Chinese customers will build credibility through effective reviews.
- Maintain food and service quality: While adjustments are needed to suit Chinese tastes, the authentic Thai flavors should not be completely lost.
- Location & Brand Analysis: Choose stores that are easily accessible and consider their brand image as "attractive/shareable on social media," as Chinese people tend to share content online.
- Consistency for Thai brands: A clear Thai image is essential, such as using authentic Thai ingredients and showcasing a distinctly Thai identity. This allows Chinese customers to feel the authenticity of Thai food, effectively promoting restaurants on Chinese platforms and leading to word-of-mouth marketing among Chinese customers.
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summarize
Although there is no publicly available data or detailed examples of Dianping marketing strategies showing percentage increases in sales for Thai restaurants targeting this approach, research and articles conclude that successful Thai restaurants in China share key strategic elements: a distinct Thai identity, adaptation to the Chinese market, effective use of Dianping and Chinese online channels, and providing services that meet the needs of Chinese customers. Thai restaurant owners considering expansion into China or utilizing Dianping to cater to Chinese tourists can adapt these strategies to suit their own businesses.
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