(Source: https://pltfrm.com.cn)
Introduction
China’s digital advertising ecosystem is one of the most dynamic and fast-paced in the world. Understanding consumer behavior within this space is essential for brands looking to succeed. By tailoring strategies to these unique preferences, overseas brands can achieve a stronger foothold in the market.
1. The Rise of Mobile-First Behavior
1.1 Ubiquity of Mobile Devices
- Over 70% of China’s digital users access the internet primarily through mobile devices, creating a need for mobile-friendly ads.
- Brands should focus on creating interactive, visually appealing content optimized for mobile platforms like WeChat, Douyin, and Kuaishou.
1.2 Mobile Wallet Integration
- Chinese consumers heavily rely on mobile payment systems like Alipay and WeChat Pay. Integrating these services into digital advertising campaigns can boost conversions.
- Brands can offer seamless payment experiences through QR codes or direct payment links embedded in ads.
2. Preference for Short-Form Video Content
2.1 Douyin’s Dominance
- Short-form video platforms like Douyin dominate digital engagement, with millions of users consuming bite-sized content daily.
- Brands can invest in storytelling-driven, creative short videos that align with platform trends and appeal to younger audiences.
2.2 Interactive Content
- Gamified elements, like “spin the wheel” campaigns or mini quizzes, engage viewers while reinforcing brand recognition.
- Leveraging interactive ads can significantly increase click-through rates and time spent on content.
3. Cultural Nuances in Advertising
3.1 Localizing Brand Messages
- Chinese audiences value culturally relevant content that resonates with traditional festivals, zodiac themes, or trending topics.
- Ad campaigns for the Lunar New Year, for example, should emphasize family, prosperity, and togetherness.
3.2 Language and Imagery
- Beyond translating content, brands must adapt to regional dialects and culturally appropriate imagery to connect authentically with diverse audiences.
- Missteps in cultural adaptation can lead to poor engagement or even backlash, making this a critical focus.
4. Increasing Importance of Livestreaming
4.1 Influencer-Driven Livestreams
- Livestream e-commerce has reshaped digital shopping in China, with top influencers generating billions of yuan in sales.
- Collaborating with trusted livestream hosts allows brands to tap into their large, loyal audiences.
4.2 In-Stream Purchase Integration
- Many platforms offer seamless in-livestream purchase options, reducing friction in the buyer journey.
- Brands should explore exclusive livestream deals to incentivize real-time purchases.
Case Study: A Global Skincare Brand’s Livestream Success
A global skincare brand collaborated with a popular Chinese influencer to launch a product via a livestream on Taobao Live. The event highlighted product features, demonstrated applications, and offered limited-time discounts. Within one hour, the livestream attracted over 300,000 viewers and sold out the product, demonstrating the power of localized livestream strategies.
Conclusion
Adapting to consumer behavior in China’s digital advertising landscape requires a blend of mobile-first strategies, cultural adaptation, and leveraging innovative formats like short videos and livestreams. Brands that embrace these trends will find it easier to build lasting connections with Chinese audiences.
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!
