(Source: https://pltfrm.com.cn)
Introduction
Cross-selling is an essential sales strategy for success in China’s fast-paced e-commerce market. By encouraging consumers to purchase complementary products, brands can boost average order value and improve customer satisfaction. This article will explore effective cross-selling techniques tailored for Chinese e-commerce platforms.
1. Understanding Consumer Behavior
1.1 Personalized Product Recommendations
Chinese consumers appreciate personalized shopping experiences. By analyzing customer purchase history and browsing behavior, you can offer tailored product suggestions that feel relevant and helpful. Personalization increases the likelihood of additional purchases, as customers feel understood and valued.
1.2 Mobile-First Shopping
In China, most e-commerce is conducted on mobile devices. Therefore, product pairings need to be visually appealing and easy to navigate on mobile screens. Cross-sell recommendations should appear naturally during the browsing experience, ensuring they don’t disrupt the user’s journey but instead enhance it.
2. Leverage Platform Tools for Cross-Selling
2.1 In-App Product Suggestions
Platforms like Tmall, Taobao, and JD.com provide various features such as “recommended for you” or “customers also bought” sections. These tools can significantly boost cross-selling potential. By integrating relevant products into these sections, you can catch customers at the point of decision-making, leading to higher conversion rates.
2.2 Bundling and Discount Strategies
Bundle related items together at a discounted price to incentivize customers to buy more. For instance, if a customer is buying a phone, offer a discounted package with accessories like a phone case, charger, and screen protector. This tactic not only increases the overall value of the transaction but also enhances the customer’s perceived value of the purchase.
3. Timing and Placement of Cross-Sell Recommendations
3.1 Post-Purchase Recommendations
One effective technique is to suggest complementary items right after a purchase. This can be done via an order confirmation page or through post-purchase emails. In China, consumers are accustomed to receiving follow-up messages on apps like WeChat or within e-commerce platforms, making this a prime opportunity for cross-selling.
3.2 During Checkout
Placing cross-sell recommendations in the checkout flow can increase average order value. The key is not to overwhelm the customer but to offer thoughtful suggestions, like matching products or frequently purchased items. Offering small incentives, such as discounts or loyalty points, can make this tactic even more effective.
4. Social Influence and Group Buying
4.1 Social Proof
Chinese consumers are heavily influenced by social proof. By showcasing products that are popular among other customers or endorsed by celebrities or influencers, you can increase the likelihood of cross-selling. For example, including messages like “This product is frequently bought together with…” or “Top-rated by influencers” can trigger a sense of FOMO (fear of missing out).
4.2 Group Buying Features
On platforms like Pinduoduo, cross-selling works particularly well with group-buying strategies. Offer discounts for customers who buy in groups, thereby encouraging them to purchase more items as part of a collective deal. This not only increases order volume but also enhances brand visibility through shared promotions.
Case Study: A Western Cosmetic Brand on Tmall
A leading Western cosmetic brand increased its sales by 25% on Tmall after implementing a cross-selling strategy that suggested complementary beauty tools alongside skincare products. By using Tmall’s “you might also like” feature and bundling discounts, they successfully introduced new products to existing customers, resulting in higher overall spending per customer.
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!
