(Source: https://pltfrm.com.cn)
Introduction
Luxury in China is no longer defined solely by price—it’s about presence, perception, and personalization. With Chinese consumers spending more time on digital platforms than anywhere else in the world, luxury brands must curate their social strategy across the right mix of channels. But unlike in Western markets, no single platform dominates. This article explores how to design a high-performing platform mix that elevates brand storytelling, enhances exclusivity, and drives long-term brand equity in China.
1. Xiaohongshu: Curated Discovery and Aspirational Engagement
Seed product reviews and lookbooks with credible KOLs and KOCs
Luxury buyers in China turn to RED not only for product research, but to observe how brands fit into broader lifestyle narratives. Position your brand in wellness, travel, or fashion storylines.
Create long-tail engagement through search-optimized content
RED’s algorithm favors authentic, informative posts. Optimizing captions and hashtags helps build sustainable visibility beyond campaign windows.
2. Douyin: Video-Led Campaign Activation With Emotional Reach
Run high-production short videos that emphasize heritage and craft
Douyin is not just for virality—it’s increasingly a tool for serious storytelling. Luxury brands can use cinematic content to educate and inspire without appearing mass-market.
Engage selectively in livestreaming and trend formats
While livestreaming is powerful, luxury brands should participate carefully. Collaborations with respected hosts or thematic streams (e.g., behind-the-scenes ateliers) work better than flash-sale sessions.
3. WeChat: Brand Infrastructure and CRM Hub
Build a robust private domain via Mini Program and Official Account
Luxury brands use WeChat as their primary CRM platform in China. Push new arrivals, styling tips, or event invitations directly through owned channels.
Use WeCom to create VIP circles with high-touch interaction
Assign sales associates or stylists to top-tier followers, offering 1:1 support and bespoke advice—mirroring the boutique experience.
4. Weibo: Brand Narrative and Cultural Participation
Use Weibo to engage in broader cultural conversations
From fashion week to charity auctions, Weibo helps position your brand as a social participant. Luxury brands that communicate values and community alignment win stronger loyalty.
Promote hashtag campaigns for visibility and event amplification
Tie launches or initiatives to trending topics or custom hashtags. Engage fans with luxury-appropriate UGC contests or micro-moments to maintain buzz.
Case Study: Scandinavian Jewelry Label Wins With Balanced Channel Mix
A Copenhagen-based jewelry brand built its China launch strategy around four core platforms. RED drove storytelling and lifestyle content, while Douyin hosted campaign videos tied to Chinese romantic holidays. WeChat enabled personalized consultation and VIP invitations, and Weibo captured macro engagement during International Women’s Day. The brand saw a 6X increase in organic brand searches and over 70% retention of WeCom-connected users within the first 60 days.
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!
