(Source: https://pltfrm.com.cn)
Introduction
Digital content in China is not just about visibility—it’s about interaction, immersion, and localization. Chinese consumers demand personalized, mobile-first content tailored to specific platforms like WeChat, Douyin, Xiaohongshu, and Bilibili. For overseas brands, success in digital content creation means mastering the local ecosystem and adapting global assets to Chinese audience expectations. This article explores how to build high-performing content strategies in China’s unique digital environment.
1. Platform-Specific Content Development
1.1 WeChat: Professional, Story-Led Content
Content on WeChat Official Accounts should follow a mini-article format, incorporating storytelling, infographics, and CTA buttons leading to Mini Programs or service entry points.
1.2 Douyin: Fast-Paced, Entertainment-Focused Video
On Douyin, content must be visually dynamic and mobile-native. Hook users in the first 2 seconds with emotion, motion, or surprise. UGC-style videos and challenges drive strong engagement.
2. Tailoring Visuals and Narratives for Chinese Culture
2.1 Localized Visuals and Color Palettes
Use design elements familiar to Chinese audiences—red and gold for premium products, soft pastels for wellness, and culturally recognized symbols during festivals.
2.2 Culturally Resonant Storytelling
Content that references local sayings, zodiac years, or relatable urban trends connects faster with users. Narrative formats like “before-and-after” or “a day in the life” are highly effective.
3. Influencer and Community-Driven Content
3.1 KOL Co-Creation on Xiaohongshu and Bilibili
Influencers on these platforms shape opinion and product credibility. Collaborate with mid-tier KOLs to create honest, story-based content that aligns with their personal brand.
3.2 Community-Style Comment Activation
Encourage comments and shares by asking questions or using CTAs like “你怎么看?” (What do you think?). This drives algorithmic reach on social platforms.
4. Adaptation of Global Assets for Chinese Use
4.1 Rewriting, Not Just Translating
Avoid using direct translations of global content. Rewrite scripts, adjust image hierarchy, and restructure headlines to fit Chinese reading habits and digital behavior.
4.2 Mobile Format Reframing
Global assets built for desktop don’t work on China’s mobile-first platforms. Reformat visuals into vertical layouts, compress load times, and incorporate QR codes where relevant.
Case Study: Italian Eyewear Brand Localizes Content for Xiaohongshu and WeChat
An Italian eyewear label entered China by rewriting its global brand story for WeChat Official Account articles and launching a Xiaohongshu campaign with local influencers. They used Chinese proverbs about “vision” and lifestyle-focused visual storytelling. Engagement on WeChat exceeded 17% and product saves on Xiaohongshu increased 3.5x over one month.
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!
