(Source: https://pltfrm.com.cn)
Introduction
For global fashion brands entering China, DTC isn’t just a channel—it’s a strategy to build long-term customer relationships, preserve brand integrity, and control every stage of the sales journey. But China’s DTC environment is uniquely fast, mobile, and platform-driven. Success depends on launching with the right mix of localized content, CRM tools, and data-driven engagement. This article outlines a DTC sales strategy tailored to global fashion brands looking to establish meaningful traction in China from day one.
1. Use Content-Driven Awareness to Spark Organic Discovery
Leverage Xiaohongshu and Douyin to shape first impressions
DTC success starts with trust and aspiration. Collaborate with fashion-forward KOCs and niche lifestyle creators to seed content that aligns with Chinese visual aesthetics and seasonal moments.
Prioritize soft-sell storytelling over aggressive conversion
Chinese Gen Z and Millennial consumers respond better to emotional and social storytelling than overt promotional language. Focus on heritage, craftsmanship, or brand values in content that educates and inspires.
2. Launch With a Private Domain Strategy via WeChat
Build your brand’s Mini Program as the command center
The Mini Program acts as your owned storefront, CRM hub, and loyalty platform. Use it to highlight new collections, run member-exclusive drops, and capture user behavior for long-term retargeting.
Develop 1:1 service flows through WeCom
Sales advisors can directly engage users who browse without purchasing, ask about sizing, or require styling support. This high-touch interaction mirrors the experience of boutique shopping and improves conversion.
3. Generate Urgency Through Limited Releases and Gamification
Drop products in small batches to test and excite
Launching with capsule collections or themed product drops increases scarcity and drives fast early adoption—especially effective in urban Tier 1 and Tier 2 cities.
Incentivize interaction with social gamification
Create mechanics such as referral unlocks, share-to-win promotions, or timed access to early sales. These tactics not only drive traffic but deepen community engagement.
4. Optimize Checkout With Seamless Mobile UX and Value Adds
Localize everything—payment, logistics, and support
Support Alipay, WeChat Pay, and UnionPay. Provide real-time delivery tracking and customer support during China’s peak shopping hours. DTC friction can undo otherwise great experiences if left unlocalized.
Replace discounts with premium service offers
Instead of 10% off, offer free exchanges, VIP customer service, or first-access to future collections. These retain brand prestige while offering tangible value.
Case Study: Italian Accessories Brand Launches DTC With RED and Mini Program Combo
An Italian luxury accessories label entered China with a localized DTC approach, launching an exclusive bag collection on its Mini Program. The pre-launch campaign ran via Xiaohongshu creators, each showcasing different styling angles. The result: the first collection sold out within 72 hours, with 35% of purchases made through WeCom-assisted checkout. CRM tagging and VIP perks fueled 2.6X repurchase rates over three months.
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!
