(Source: https://pltfrm.com.cn)
Introduction
As the world’s largest e-commerce market, China offers unmatched opportunities—but also intense challenges—for international companies. Success depends on knowing how to engage Chinese consumers, navigate the platform ecosystem, and localize across every touchpoint. In this article, we explore what top-performing international brands are doing to win in China’s dynamic digital environment.
1. Understanding Platform-Specific Buyer Behavior
1.1 Prioritize Platform Fit
Each major e-commerce platform caters to distinct user types. For instance, JD is trusted for premium electronics and logistics, while Douyin is built for visual storytelling and impulse purchases.
Tip: Evaluate your brand’s category, audience, and growth goals to decide between platforms like Tmall, JD, Douyin, Xiaohongshu, or Pinduoduo.
1.2 Study On-Platform Search Trends
Understanding how users search and interact with content on each platform provides a roadmap for content, promotion, and SEO.
Best Practice: Use keyword tools inside Tmall and JD, and monitor Xiaohongshu hashtags to align content with local intent.
2. Creating Hyper-Localized Product Experiences
2.1 Localize Packaging and Product Positioning
International brands that adapt product size, visuals, and messaging to Chinese cultural values build stronger resonance.
Example: A luxury hand cream brand saw sales rise after repackaging its bestseller as a wedding gift set aligned with gifting traditions.
2.2 Local Language + Emotion
Chinese consumers respond emotionally to locally rooted themes—family, tradition, health, innovation.
Advice: Craft product narratives in Mandarin that go beyond translation—highlight emotional and lifestyle benefits tied to Chinese values.
3. Building Influencer-Led Discovery Channels
3.1 Work with Category-Specific KOLs
Instead of mega-influencers, many brands now turn to industry experts or lifestyle micro-KOLs for authentic storytelling.
Strategy: Build partnerships based on relevance and trust, not just follower count. Include content reuse in the collaboration terms.
3.2 Multi-Platform Launch Campaigns
Brands are increasingly launching via KOL livestreams on Douyin, paired with reviews on Xiaohongshu and conversion on Tmall.
Pro Tip: Plan integrated campaigns with clear messaging flow across discovery, engagement, and transaction points.
4. Investing in Private Domain Traffic
4.1 Develop WeChat-First Engagement
WeChat is not just a messenger—it’s a full private domain ecosystem with e-shops, CRM tools, and remarketing flows.
Execution: Set up a mini-program and design loyalty campaigns with member-only pricing and WeChat Moments ads.
4.2 Retention Through Value Content
Weekly WeChat articles, exclusive product trials, and direct CS engagement deepen loyalty.
Tip: Track engagement and segmentation within WeChat CRM to build targeted offers and reactivation flows.
Case Study: An Australian Tea Brand’s Journey to Chinese Consumers
A premium organic tea brand from Australia entered China via cross-border Tmall. Initial growth was slow until it pivoted to Xiaohongshu for lifestyle positioning and launched a mini-program on WeChat.
The brand partnered with wellness KOLs who emphasized purity, sustainability, and family health. Over six months, its subscriber base on WeChat tripled, and Tmall conversion jumped by 89% due to retargeting and CRM campaigns.
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!
info@pltfrm.cn
www.pltfrm.cn
