(Source: https://pltfrm.com.cn)
Introduction
E-commerce events like 618 and Double 11 are not just shopping festivals; they’re massive cultural moments in China that drive consumer behavior and shape retail trends. For overseas brands, these events represent a golden opportunity to increase visibility, attract new customers, and significantly boost sales. This article outlines essential strategies to maximize your success in China’s e-commerce events.
1. The Importance of Localizing Your Offerings
1.1 Adapting Product Listings for the Chinese Market
Localization goes beyond language—it includes understanding local consumer preferences and adjusting your product offerings to meet those preferences. Whether it’s the packaging, pricing, or features, ensure that your products are tailored for Chinese consumers.
1.2 Language and Cultural Sensitivity
For effective communication during e-commerce events, ensure that all your promotional materials, product descriptions, and advertisements are fully localized in terms of language, cultural nuances, and messaging. This will help avoid misinterpretations and ensure your brand feels authentic to local consumers.
2. Collaborating with E-Commerce Platforms and Ecosystems
2.1 Utilizing Platform-Specific Tools
Chinese e-commerce platforms offer specific tools for overseas brands to promote their products during festivals. Tmall, for example, provides customized storefronts and marketing solutions to help foreign brands boost their visibility. Understanding and utilizing these tools effectively can give your brand a competitive edge.
2.2 Partnering with Event Organizers
Participating in the right events hosted by leading platforms such as Tmall or JD.com can give your brand instant exposure to millions of shoppers. Collaborating with event organizers to create unique, exclusive promotions can make your brand stand out in the crowded festival space.
3. Influencers, KOLs, and Social Media Engagement
3.1 Influencer-Driven Marketing Campaigns
Working with popular Chinese influencers (KOLs) is a proven method for generating buzz during e-commerce festivals. By creating sponsored posts or live-streamed events, you can increase engagement and drive traffic to your online store. Influencers can also introduce your products to a highly targeted audience, resulting in higher conversion rates.
3.2 Social Media Integration
Beyond Weibo, platforms like Douyin (TikTok China) and WeChat play a significant role during e-commerce events. Running cross-platform campaigns that integrate social media engagement with your e-commerce promotions can significantly increase your reach and follower base.
4. Offering Exclusive Deals and Flash Sales
4.1 Time-Limited Flash Sales
Creating flash sales during the festival period can generate urgency and encourage shoppers to act quickly. Limited-time offers can significantly boost your sales numbers while attracting new customers who are motivated by the sense of scarcity.
4.2 Members-Only Benefits
Another strategy is to provide exclusive deals for registered users or members. By offering member-only discounts, early access to sales, or special bundles, you can build a loyal customer base that continues to engage with your brand long after the event.
5. Post-Event Engagement and Retargeting
5.1 Retargeting Ads for Post-Event Sales
After the event, use retargeting ads to bring back shoppers who showed interest in your products but didn’t make a purchase. This strategy can help you capture any lost opportunities and increase conversions post-event.
5.2 Building Loyalty with Post-Event Content
Creating post-event content, such as thank-you messages, customer testimonials, or behind-the-scenes footage, helps keep the momentum going and build a loyal community around your brand.
Case Study: Fashion Retailer’s Success During 618
A global fashion retailer successfully capitalized on the 618 shopping festival by running exclusive discounts and leveraging influencers to showcase their products. Through personalized offers and a strong social media campaign, the brand was able to drive sales of over $10 million during the event, while also increasing their follower count by 50%.
Conclusion
China’s e-commerce events are an incredible opportunity for overseas brands to increase sales and gain new customers. By localizing your offerings, collaborating with influencers, using platform tools, and running targeted promotions, you can ensure success during these major retail festivals.
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!
