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Introduction
Cross-selling is a proven strategy for increasing revenue on Chinese e-commerce platforms. However, to do it effectively, it requires a deep understanding of local consumer behavior and platform functionalities. This article provides insights on how to use cross-selling techniques that cater specifically to Chinese shoppers’ needs.
1. Integrating Cross-Selling into the User Journey
1.1 Recommendations During Browsing
Chinese consumers are used to dynamic browsing experiences. By integrating cross-sell options directly on product pages or during browsing, you can capture a shopper’s attention without interrupting their journey. For instance, showing related items next to the product they are viewing can encourage them to add more items to their cart.
1.2 Personalized Messaging
Personalization in China is increasingly important. Consumers expect brands to offer relevant, tailored experiences. Use data to personalize cross-sell recommendations by factoring in a customer’s past behavior, location, and preferences. Platforms like Taobao and JD.com allow sellers to set up AI-powered recommendation engines that drive personalized product suggestions.
2. Using AI and Big Data to Optimize Cross-Selling
2.1 Predictive Analytics
By leveraging big data, you can predict what products a customer is most likely to purchase next. For example, if a customer buys a laptop, predictive analytics can recommend accessories such as bags, keyboard covers, or speakers. This approach increases cross-sell effectiveness by targeting the right products to the right people at the right time.
2.2 Behavioral Targeting
Using AI, Chinese e-commerce platforms allow for sophisticated behavioral targeting. By analyzing a consumer’s browsing history, social media interactions, and past purchases, you can create targeted cross-sell offers that are highly relevant and timely. Such tailored offers significantly increase the chances of conversion.
3. Maximizing Cross-Selling with Livestreaming and Influencers
3.1 Livestream Product Recommendations
Livestreaming has exploded in China, with platforms like Taobao Live and Douyin (TikTok) seeing millions of daily viewers. By incorporating cross-sell strategies into livestreams, hosts can showcase complementary products in real time. For instance, a livestream selling fashion items could simultaneously promote shoes, accessories, or even makeup, increasing overall sales.
3.2 Influencer Collaborations
Influencers play a significant role in cross-selling on Chinese e-commerce platforms. Collaborating with influencers who have a strong following can introduce your products to a wider audience. Influencers can subtly incorporate complementary products into their content, suggesting that followers purchase additional items alongside the main product.
4. Streamlining the Checkout Process for Cross-Selling
4.1 Simple and Effective Suggestions
At the checkout stage, the key is simplicity. Suggest complementary products that are easy to add to the cart, such as a phone case for a mobile phone purchase or a book for a tablet purchase. Too many suggestions can overwhelm the customer, so focusing on just one or two complementary products maximizes cross-sell success.
4.2 Using Limited-Time Offers
Offering a limited-time discount on complementary products can drive urgency. For instance, providing a 10% discount on an item that complements the one being purchased can be an effective cross-sell strategy in the checkout phase. The discount increases the perceived value, and the time limitation creates a sense of urgency.
Case Study: An International Fashion Brand’s Success on JD.com
An international fashion brand partnered with JD.com to launch cross-selling techniques during their seasonal sale. They offered complementary items such as scarves, handbags, and shoes at discounted rates. As a result, their average order value grew by 30%, and the promotion received significant engagement, further boosting brand recognition.
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!
