(Source: https://pltfrm.com.cn)
Introduction
International companies often underestimate how different China’s e-commerce environment really is—from digital ecosystems to consumer expectations. But those who adapt fast can gain exponential traction. This article explores the key strategic moves international brands are making to grow quickly in China while avoiding costly missteps.
1. Prioritizing Market Learning Over Speed
1.1 Test Before You Scale
China rewards precision, not brute force. Top brands conduct limited launches via Tmall Global or Xiaohongshu before full localization.
Action Point: Use early-phase campaigns to gather feedback on product-market fit, pricing, and content effectiveness.
1.2 Study Local Consumer Reviews
Chinese buyers rely heavily on social proof. Top-performing brands actively mine review data for insights.
Advice: Translate review feedback into quick product and content iterations to improve rating scores and ranking.
2. Localizing Customer Experience from End to End
2.1 Build Trust from the First Click
In China, trust must be earned with localized customer service, seamless UX, and clarity around logistics and returns.
Example: Use Tmall’s TMALL CARE and JD’s premium CS support to increase ratings and decrease refund rates.
2.2 On-Brand Chinese Copywriting
Hiring a local content strategist ensures your product descriptions, banner ads, and push messages resonate in the right tone.
Pro Tip: Avoid direct translation—invest in story-driven Mandarin copy that speaks to real lifestyle aspirations.
3. Owning the Full Funnel via Ecosystem Integration
3.1 Connect Content to Commerce
Winning brands use Xiaohongshu and Douyin to inspire, then lead users into conversion paths via QR codes or Tmall vouchers.
Execution: Implement a full-funnel content map across media, influencers, and shopping events.
3.2 Synchronize Paid Media and CRM
Chinese platforms offer granular ad tools and CRM plug-ins. Use them to target high-value segments across retargeting cycles.
Strategy: Run dynamic product ads in WeChat Moments or Douyin, synced with CRM-driven coupon codes.
4. Smart Scaling via Partnerships
4.1 Align with Local Distributors and Agencies
Even the most global brands benefit from trusted Chinese partners to manage operations, media buys, and compliance.
Tip: Choose a partner with platform-level recognition and strong performance metrics in your category.
4.2 Build with Agile Teams
Brands that succeed build cross-functional teams between HQ and China to iterate fast and localize without bottlenecks.
Advice: Empower local decision-makers while maintaining brand integrity via shared KPIs.
Case Study: A Dutch Eyewear Brand’s Expansion Strategy
An eyewear company from the Netherlands launched on Tmall Global and ran its first campaigns via Douyin influencers. But conversion was weak. After engaging a local agency, they shifted to Xiaohongshu lifestyle content and activated a mini-program store with member-only perks.
With CRM-driven offers and better storytelling, their revenue doubled in four months. Repeat purchases now make up 40% of orders.
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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