(Source: https://pltfrm.com.cn)
Introduction
With mobile commerce becoming the primary mode of shopping in China, brands looking to enter this market must adapt to consumer expectations and technological advancements. Here are key factors to consider.
- Prioritizing Mobile App Functionality and Usability
1.1 Multilingual Support
Offering language support beyond Mandarin, such as for regional dialects, broadens accessibility and inclusiveness. This feature also appeals to expatriates and tourists, enhancing user reach.
1.2 Simplified Navigation
Navigation should prioritize simplicity. Using familiar icons, easy-to-access customer support, and streamlined checkouts improves user experience and minimizes cart abandonment rates. - Digital Wallets and Mobile Payment Flexibility
2.1 Supporting Multiple Payment Methods
China’s mobile consumers are accustomed to having multiple payment options. Beyond Alipay and WeChat Pay, brands can consider adding newer digital wallets popular with specific user segments.
2.2 Loyalty Program Integration
Integrating loyalty programs within mobile payment options enhances customer retention. Brands can provide digital points, cashback, or exclusive perks, creating incentives for repeat purchases. - Augmented Reality (AR) for Product Visualization
3.1 Virtual Try-On Options
AR technology allows users to virtually try on products, from cosmetics to fashion, directly on their mobile devices. This feature reduces uncertainty and increases purchase confidence.
3.2 Interactive Product Demos
Interactive AR demos can show product details in a way that resembles in-store experiences. Offering AR for home goods, such as furniture, allows customers to visualize items in their space before purchasing. - Content Marketing through Mini-Programs
4.1 Brand Storytelling
Mini-programs within WeChat and Alipay allow brands to create unique storytelling experiences. Through immersive visuals and short videos, brands can highlight their stories, creating a more engaging shopping experience.
4.2 Interactive Games and Rewards
Gamified content, like quizzes and rewards in mini-programs, encourages user interaction. For instance, a points-based system can reward users for completing in-app activities, increasing both engagement and loyalty. - Case Study: Burberry’s AR Innovation on Tmall
Burberry leveraged AR on its Tmall flagship store, enabling customers to view virtual models of its products. This interactive feature increased consumer engagement and provided a unique online shopping experience, setting Burberry apart in the mobile commerce sector.
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!
