(Source: https://pltfrm.com.cn)
Introduction
Social media is at the heart of how products are discovered, discussed, and adopted in China. For overseas brands, an effective launch plan must synchronize storytelling, influencer activation, and community engagement across multiple platforms simultaneously. Here’s how.
1. Building an Early Hype Machine
1.1 Secret Product Reveals
- Tactic: Share blurred or partial images to tease product features pre-launch.
- Impact: Sparks curiosity and user speculation.
1.2 Pre-Launch Whitelisting
- Strategy: Open up product reservations or sign-ups only to early followers.
- Benefit: Grows a ready-to-buy audience even before launch day.
2. Crafting Platform-Specific Launch Playbooks
2.1 Douyin Short-Form Teasers
- Plan: Release rapid-fire, visually exciting video clips highlighting the product in action.
- Result: Hooks audiences scrolling through fast-paced feeds.
2.2 Xiaohongshu Deep-Dive Content
- Approach: Create longer-form experience sharing — “My First Week Using [Product]” — posts with influencers.
- Impact: Builds trust through peer-like storytelling.
3. Launching With a Bang
3.1 Livestreaming Product Demonstrations
- Tactic: Combine product education and entertainment through interactive livestreams.
- Benefit: Converts engaged viewers into immediate buyers.
3.2 Viral Challenge Launches
- Strategy: Launch a social media challenge featuring the product — e.g., “Glow Up with [Brand]” — to encourage UGC.
- Result: Accelerates organic exposure.
4. Capturing and Amplifying Early Customer Love
4.1 Feature Top Customer Reviews
- Plan: Highlight top user reviews or unboxing experiences across social feeds.
- Benefit: Strengthens social proof.
4.2 Retarget Interested Users Immediately
- Tactic: Run retargeting ads for users who engaged during the teaser phase but didn’t convert.
- Impact: Maximizes ROI from initial buzz.
Case Study: A New Zealand Baby Care Brand’s Multi-Platform Launch
A baby care brand seeded premium mommy bloggers on Xiaohongshu before launch, ran teaser videos on Douyin, and invited high-profile parents for a livestream product reveal. Result: 250,000 organic mentions across platforms in one month and a 600% boost in Tmall Global search queries.
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!
