(Source: https://pltfrm.com.cn)
Introduction
Media buying in China is not just about budget—it’s about alignment, precision, and platform fluency. With a fragmented media ecosystem and fast-moving trends, overseas brands must approach buying decisions strategically. In this article, we walk through the most effective media buying strategies for success in the Chinese market.
1. Choose Platform Combinations Based on Objectives
1.1 Awareness vs. Conversion Platforms
Douyin and Xiaohongshu drive awareness and engagement. WeChat and Tmall focus on conversion and CRM.
Tip: Pair one top-of-funnel and one bottom-of-funnel platform in every campaign cycle.
1.2 Vertical-Specific Platform Strengths
JD for tech, Xiaohongshu for beauty, Kuaishou for lower-tier cities—platform alignment is key.
Strategy: Analyze where your competitors allocate budget and optimize accordingly.
2. Buy Media With Cultural and Seasonal Context
2.1 Calendar-Based Media Buying
Plan for peak Chinese e-commerce festivals like 6.18, Double 11, and Chinese New Year.
Execution: Book high-traffic slots 6–8 weeks in advance and prepare themed creatives.
2.2 Use Emotionally-Timed Ad Flights
Run gifting-themed ads around Qixi Festival, or self-care themes post-holiday.
Use Case: A wellness brand ran “time for me” campaigns in February with 3x engagement vs. January.
3. Control Ad Placement Quality
3.1 Verified Inventory Only
Use whitelisting tools to ensure your ads appear on brand-safe and high-performance placements.
Tip: Work with authorized DSPs or platform-certified partners to prevent fraud.
3.2 Manual vs. Programmatic Mix
Use manual placement for key brand campaigns, and programmatic for retargeting or niche segments.
Strategy: Allocate 30% manual, 70% programmatic for early-stage campaigns.
4. Negotiate With Local Insight
4.1 Platform-Level Package Deals
Buying media in bundles often includes exposure boosts, event slots, and influencer access.
Pro Tip: Negotiate added value—not just price discounts—with local platform reps.
4.2 Agency-Led Access to Premium Inventory
Partnering with experienced local agencies often unlocks priority access and deeper reporting tools.
Use Case: A snack brand secured homepage banners during 6.18 via their agency’s existing deal tier.
Case Study: A Dutch Personal Care Brand Structures Its Media Spend Strategically
The brand allocated 40% of its ad budget to Xiaohongshu and 60% to Douyin during peak season. With tailored creative formats and negotiated premium inventory, they saw a 2.9x ROAS and expanded CRM entries by 61%.
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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