(Source: https://pltfrm.com.cn)
Introduction
In China’s hyper-digital retail landscape, Direct-to-Consumer (DTC) is more than a channel—it’s a business model. For overseas brands, launching DTC strategies in China means bypassing traditional retail barriers and owning the relationship with the consumer. This article explores how smart DTC models are fueling brand growth in China.
1. Localize Your Value Proposition for the Chinese DTC Buyer
1.1 Position for Daily Life, Not Global Prestige
Chinese consumers care about how your brand fits into their lives. Global credibility matters—but it must be contextualized.
Tip: Frame your brand as solving a local problem, enhancing daily comfort, or supporting a cultural habit.
1.2 Benefits Over Features
Chinese DTC shoppers want transformation—not tech specs. Lead with what they’ll feel or gain.
Use Case: A supplement brand focused on “glow in 7 days” rather than nutritional details—and conversions jumped 60%.
2. Build an Owned Customer Ecosystem
2.1 WeChat as the Command Center
Use a WeChat mini-program as your DTC storefront, CRM portal, and loyalty hub.
Execution: Offer seamless browsing, rich content, and QR-code re-targeting for returning customers.
2.2 Closed-Loop Engagement
Set up private traffic groups to launch products, gather feedback, and offer exclusives.
Strategy: Reward long-term engagement with early access or community perks—not just discounts.
3. Adapt to Chinese Shopper Expectations
3.1 Fast Fulfillment, Localized Logistics
Consumers expect T+1 delivery and localized tracking. Partner with warehousing and last-mile providers in key city clusters.
Tip: Position “local fulfillment” as a trust signal in your DTC messaging.
3.2 Customer Support via Chat, Not Email
Provide service through WeChat, not email or apps. Real-time, personalized, and emoji-friendly support wins loyalty.
Tactic: Equip support reps with scripts and CRM-integrated WeChat dashboards.
4. Influencer and UGC Integration Into the DTC Funnel
4.1 Douyin Reviews, Xiaohongshu Proof
Instead of driving sales directly, these platforms seed trust and inspire first impressions.
Advice: Funnel warm traffic from influencer content into mini-program promotions or QR-gated product pages.
4.2 Encourage Reposting and Sharing
Include shareable assets and stories in packaging, follow-up messages, and CRM content.
Use Case: A baby brand used user videos in welcome flows—doubling referral traffic.
Case Study: A Nordic Skincare Brand Builds a Closed-Loop DTC Engine
By integrating Xiaohongshu seeding, WeChat group exclusives, and post-purchase onboarding via mini-programs, the brand reduced CAC by 38% and increased retention by 52% within 3 months of launch.
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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