(Source: https://pltfrm.com.cn)
Introduction
China is the world’s largest and most dynamic e-commerce market—but it’s also one of the most complex. For overseas brands, achieving success means far more than listing on Tmall or JD. It requires a tailored sales strategy that reflects local consumer habits, platform algorithms, pricing expectations, and multi-channel synergies. This article explores how global brands are building localized e-commerce sales strategies to drive growth and stand out in China’s competitive digital retail space.
1. Select the Right Platform Mix for Category Fit
1.1 Match Platforms to Purchase Behavior
Fashion and beauty brands thrive on Tmall and Xiaohongshu, while electronics and FMCG perform better on JD and Pinduoduo. Choosing the right platform mix ensures your brand appears where your buyers are shopping.
1.2 Use DTC Channels to Complement Marketplace Stores
Develop a Mini Program or WeChat Store to engage loyal customers, gather data, and create private domain funnels outside of platform dependency.
2. Optimize Product Listings With Local Content Strategy
2.1 Use Mandarin Descriptions With Lifestyle Positioning
Chinese e-commerce shoppers expect storytelling—explain product benefits in emotional, lifestyle-driven language supported by visuals, rather than direct translation.
2.2 Include Social Proof, Reviews, and Creator Content
Incorporate KOL quotes, UGC screenshots, and verified reviews into listings. These elements build credibility and reduce purchase hesitation.
3. Leverage Traffic-Driving Campaigns and Platform Mechanics
3.1 Align With Shopping Festivals and Algorithm Cycles
Plan campaigns around Double 11, 618, and Chinese New Year. Use pre-sale mechanics, time-limited coupons, and livestream previews to spike traffic and conversion.
3.2 Optimize Listings for Search Visibility
Use keyword-optimized titles, product tags, and metadata to improve rankings within Tmall or JD’s native search engines. Engagement metrics like click-through and favorite rates impact visibility.
4. Integrate Brand Storytelling With Performance Marketing
4.1 Run Cross-Platform Campaigns That Funnel to Storefronts
Launch storytelling campaigns on Douyin or Xiaohongshu and guide viewers to e-commerce shops through QR codes or embedded Mini Program links.
4.2 Combine Performance Ads With Retargeting
Use platform DSP tools (Tmall Zhitongche, JD Kepler) to drive high-intent traffic and retarget users who’ve viewed, saved, or abandoned carts for personalized follow-up.
Case Study: Scandinavian Sleepwear Brand Grows Sales via Double 11 Campaign Sync
A Scandinavian sleepwear brand entering China focused on Tmall as their core channel, complemented by a WeChat Mini Program. Ahead of Double 11, they launched a Xiaohongshu creator campaign featuring bedtime routines and cozy interior tips, which linked directly to their Tmall listings. On the day of the festival, they combined livestream flash sales with targeted ads and converted over 5,000 new customers—tripling their monthly revenue benchmark.
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!
