(Source: https://pltfrm.com.cn)
Introduction
China’s digital ecosystem thrives on the influence of online creators, making them indispensable for overseas brands seeking a foothold. With over a decade of localization expertise, we’ve seen firsthand how these collaborations can skyrocket brand visibility. This article uncovers the strategies making waves in this arena.
1. Live-Streaming Sales Boom
1.1 Real-Time Engagement
Live-streaming allows creators to demo products and interact with viewers instantly, driving urgency and trust. Sales during these sessions often spike due to limited-time offers. Brands should align with influencers skilled in this format to capitalize on the trend.
1.2 Taobao Live Dominance
Taobao Live has emerged as a leader, with influencers hosting marathon sessions that generate millions in sales. For instance, beauty brands see huge returns from live makeup tutorials. Overseas brands can tap into this by offering exclusive bundles during streams.
2. Growing KOC Influence
2.1 Key Opinion Consumers (KOCs)
KOCs—everyday consumers turned influencers—are gaining traction for their relatable reviews. Their smaller followings yield high trust and engagement. Brands can build grassroots momentum by gifting products to KOCs for authentic feedback.
2.2 Cost-Effective Reach
Unlike top-tier KOLs, KOCs offer affordable partnerships with strong ROI. A campaign with multiple KOCs can create a ripple effect across social platforms. This approach suits brands testing the market with limited budgets.
3. Platform-Specific Campaigns
3.1 Bilibili for Gen Z
Bilibili’s young, tech-savvy audience responds to influencers creating gaming or lifestyle content. Brands can sponsor creators here to reach this lucrative demographic. Tailored campaigns ensure relevance and resonance.
3.2 Weibo for Buzz
Weibo remains a hotspot for trending topics and influencer hashtags. Creators here excel at sparking viral discussions. Overseas brands can leverage this for rapid awareness by aligning with trending themes.
4. Content Localization
4.1 Cultural Relevance
Creators who adapt content to Chinese holidays or values see higher engagement. For example, promotions tied to Singles’ Day resonate deeply. Brands should guide influencers to weave these elements into campaigns naturally.
4.2 Language Nuances
Using local slang or humor makes content more relatable. Influencers fluent in these nuances can bridge cultural gaps for overseas brands. This ensures messaging feels native rather than imported.
5. Long-Term Partnerships
5.1 Brand Ambassadors
Long-term deals with creators build consistent brand association. Fans grow loyal to both the influencer and the brand over time. This strategy works best with influencers whose values align with the brand’s identity.
5.2 Community Building
Influencers can foster fan communities around a brand, hosting giveaways or Q&As. This deepens consumer loyalty and encourages repeat purchases. Brands should invest in creators who excel at engagement.
Case Study: Skincare Brand Breakthrough
In 2024, an overseas skincare brand partnered with a mid-tier KOC on Douyin to promote a new moisturizer. Through a series of live-streamed skincare routines and honest reviews, the campaign reached 500,000 viewers, resulting in a 40% sales boost on Tmall within a month. This success highlighted the power of relatable, localized content.
Conclusion
Collaborating with online creators is no longer optional—it’s a cornerstone of success in China’s market. From live-streaming to KOCs, platform-specific tactics, localization, and long-term ties, these strategies can elevate your brand. Want to explore this further? Reach out for a free consultation.
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!
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