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Introduction
With millions of eCommerce transactions taking place daily in China, engaging new customers is a top priority for international brands looking to expand their footprint in this market. This article delves into strategies that help attract and engage potential customers effectively, offering insights on localizing your approach and leveraging the most popular platforms in China.
- Building a Strong Brand Presence on Major Platforms
1.1 Prioritizing Tmall and JD.com- These two platforms dominate China’s eCommerce market, offering unparalleled exposure and built-in trust among consumers. Establishing a flagship store on Tmall or JD.com ensures that your brand is easily discoverable by millions of online shoppers.Both platforms provide tools to build brand credibility, such as the ability to offer product guarantees and participate in promotions like Singles’ Day (Double 11), which attract massive traffic.
- JD.com’s AI-driven recommendations and Tmall’s live-streaming capabilities are valuable tools that brands can use to engage with consumers more effectively. By incorporating features like these into your strategy, you can boost engagement and visibility, especially among younger consumers who are active on these platforms.
- Tmall also offers “Super Brand Day” events, where brands can host exclusive promotions, product launches, and livestream events that attract attention and drive high traffic, which is key for customer acquisition.
- Targeting Chinese Consumers with Social Media Campaigns
2.1 Social Media as an Acquisition Channel- WeChat, Weibo, and Douyin (the Chinese version of TikTok) are critical platforms for reaching Chinese consumers. Creating a branded presence on these apps and sharing interactive, localized content that speaks to Chinese consumer values and trends can significantly boost your brand awareness.Paid advertising on WeChat and Weibo’s ecosystem can target consumers with hyper-specific interests and behaviors, allowing you to reach potential customers based on geography, age, spending habits, and more.
- KOLs (Key Opinion Leaders) and influencers hold immense sway in the Chinese market. Collaborating with relevant KOLs in your industry can help your brand gain credibility and foster trust among potential customers.
- Influencer-hosted events, unboxing videos, and product reviews resonate strongly with Chinese shoppers, especially when the influencers align with the values or interests of the target audience. This strategy not only builds visibility but also positions your brand as credible and authentic.
- Maximizing Customer Engagement Through Digital Content
3.1 Creating High-Quality Content for Local Audiences- Content creation that speaks to local interests and trends is key to engaging Chinese customers. Brands should tailor their messaging to align with local cultural values, preferences, and humor to make a strong connection with their audience.Leveraging content formats such as short videos, infographics, and interactive posts on WeChat and Weibo helps increase engagement and awareness. Content that provides value, like how-to guides, tutorials, or user-generated content (UGC), often receives higher engagement.
- Live streaming is a powerful tool for engaging customers in China. Platforms like Tmall, Douyin, and Taobao Live allow brands to interact with customers in real-time, answer questions, and demonstrate product features.
- Hosting live streams that feature limited-time offers or exclusive deals can drive immediate conversions, while also allowing consumers to see products in action, building trust and credibility through interactive engagement.
- Offering Attractive Promotions and Discounts
4.1 Running Flash Sales and Limited-Time Offers- Offering flash sales or time-limited discounts can create a sense of urgency and prompt immediate purchases. Popular Chinese shopping festivals such as Double 11 and Chinese New Year provide excellent opportunities for these kinds of promotions, drawing massive attention and creating a surge in online activity.Bundling products together for a discount or offering special “first purchase” discounts can also motivate new customers to take the leap and make a purchase.
- Word-of-mouth is powerful in China, and referral programs can help turn existing customers into brand advocates. By offering incentives (discounts, reward points, exclusive products) to customers who refer others, brands can generate organic word-of-mouth promotion.
- Encouraging users to share product reviews or unboxing videos on social media can amplify a brand’s reach, driving even more interest in the products.
- Leveraging Mobile-First Strategies
5.1 Optimizing for Mobile Shopping- With over 90% of eCommerce in China being conducted via mobile devices, ensuring your website or store is fully optimized for mobile shopping is critical. This includes having mobile-friendly product pages, easy-to-navigate checkouts, and seamless mobile payment options like WeChat Pay and Alipay.Mobile-first strategies, such as offering exclusive mobile-only discounts, can also drive more conversions and make it easier for consumers to shop directly from their phones.
- Developing a mobile app for your brand can create a direct connection with consumers, offering them personalized content, exclusive offers, and loyalty rewards. Mobile apps allow for push notifications, which help keep the brand top-of-mind for potential customers.
- Promoting app downloads through in-app discounts or rewards can increase user acquisition and engagement. Offering a seamless experience across both your app and eCommerce platform enhances brand loyalty and repeat purchases.
Case Study: Brand Y’s Success with JD.com’s Mobile-Only Campaign
Brand Y, an international fashion retailer, executed a highly successful mobile-only campaign on JD.com during the Chinese New Year. The campaign targeted mobile shoppers with an exclusive 20% discount for customers who made their purchases through JD’s mobile app. The campaign was supported by influencer content on Weibo, where popular fashion bloggers showcased the brand’s products in trendy, localized contexts. As a result, Brand Y saw a 50% increase in customer acquisition during the promotion, with over 70% of sales coming from mobile users. This success highlighted the power of mobile optimization combined with influencer marketing to capture new customers in China.
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!
