(Source: https://pltfrm.com.cn)
Introduction
Navigating China’s digital landscape is essential for any brand looking to establish a stronghold in this dynamic market. Here, we explore the leading platforms and trends that are shaping product promotion strategies in China today.
1. Leveraging Livestreaming E-commerce
1.1 Interactive Shopping Experiences
Livestreaming has become an interactive way for brands to engage consumers in real-time. Through Q&A sessions, product demos, and immediate feedback, brands create a more immersive shopping experience that builds trust and loyalty.
1.2 Collaborations with Influencers
Partnering with key opinion leaders (KOLs) on platforms like Taobao Live and Douyin has proven effective in amplifying product visibility. Influencers add credibility, and their follower base often translates into significant sales during live sessions.
2. Embracing Short-Form Video Content
2.1 Content on Douyin and Kuaishou
Douyin (TikTok) and Kuaishou are top platforms for short-form videos, making it essential for brands to create engaging and shareable content that resonates with Chinese audiences. Videos that highlight product benefits or tell a story behind the brand are particularly impactful.
2.2 Incorporating Product Placement in Viral Content
Integrating products subtly within popular video formats or challenges helps brands leverage the viral nature of these platforms. The familiarity with viral content often encourages viewers to engage with the brand without feeling overly targeted.
3. Social Commerce and the Power of WeChat
3.1 WeChat Mini Programs
WeChat Mini Programs allow brands to integrate e-commerce seamlessly within the platform. From creating virtual stores to loyalty programs, brands can maintain a consistent customer experience that keeps them within the app’s ecosystem.
3.2 Targeted Group Engagement
WeChat Groups offer a more intimate setting for product promotion. Brands can use group chats for exclusive product launches or limited-time discounts, creating a feeling of exclusivity and boosting engagement rates.
4. User-Generated Content on Xiaohongshu (RED)
4.1 Encouraging Customer Reviews
Xiaohongshu (Little Red Book) thrives on user-generated reviews, making it a prime channel for new brands to gain exposure. Encouraging satisfied customers to post reviews or product experiences can create an authentic buzz around the brand.
4.2 Community-Centric Promotions
Brands that engage directly with users on Xiaohongshu through giveaways or community challenges benefit from increased visibility. Engaging with the platform’s community helps establish credibility and fosters a loyal customer base.
Case Study: Estée Lauder’s Success with Livestreaming on Tmall
Estée Lauder effectively utilized Tmall’s livestreaming services, hosting interactive sessions with popular beauty influencers. This approach allowed them to demonstrate products live, answer questions, and offer exclusive deals, resulting in significant sales growth and high levels of engagement.
Conclusion
Success in China’s digital landscape requires a strategic approach to platform-specific promotion, including leveraging livestreaming, short videos, social commerce, and community engagement. Brands that adapt these methods find greater resonance and engagement with Chinese consumers.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
