(Source: https://pltfrm.com.cn)
Introduction
While China’s major cities are competitive, tier 3 and 4 cities present growth opportunities for brands entering the market. Here’s how international brands can capture market share in these emerging areas.
1. Targeted Pricing Strategies
1.1 Affordable Product Lines for Price-Sensitive Shoppers
Consumers in tier 3 and 4 cities are often more price-conscious. Offering affordable product tiers can drive penetration while catering to local budgets. 1.2 Tiered Discounts Based on Purchase Volumes
Volume-based discounts or special offers encourage larger purchases, resonating with consumers who look for deals and savings.
2. Expanding Presence on Popular E-Commerce Platforms
2.1 Tapping into Pinduoduo for Community Shopping
Pinduoduo is widely used in smaller cities and leverages group purchasing. Brands can create group discounts and special offers to appeal to the community aspect. 2.2 Reaching Consumers through WeChat Mini-Programs
WeChat mini-programs are accessible and popular in lower-tier cities. Use these to provide a direct purchase path within the WeChat ecosystem.
3. Hyper-Localized Marketing
3.1 Incorporating Local Dialects in Campaigns
Using local dialects in advertising can create a sense of familiarity. Localized language helps brands connect more effectively with consumers in smaller cities. 3.2 Regional Festivities and Local Events
Participating in or sponsoring local events strengthens community engagement. Tailoring marketing efforts around local festivals enhances brand relevance.
Case Study: Apparel Brand’s Community Campaign on Pinduoduo
An apparel brand partnered with Pinduoduo to offer exclusive group discounts, resulting in high engagement and a 30% increase in sales from tier 3 and 4 city 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. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
