(Source: https://pltfrm.com.cn)
Introduction
In a market as dynamic and culturally rich as China, content is far more than copy—it’s conversation, identity, and emotion rolled into one. For overseas brands, success hinges on the ability to deliver narratives that speak to local audiences while staying true to global positioning. This article reveals how content marketing in China has evolved, and how overseas brands can leverage creativity, data, and local nuance to drive meaningful engagement.
1. Embrace Platform-Native Story Formats
1.1 WeChat Long-Form Content
Official accounts on WeChat allow for deep, editorial-style content. This is ideal for brands that want to tell an in-depth brand story, educate consumers, or offer exclusive behind-the-scenes access. Well-structured copy with visual segmentation is critical.
1.2 Douyin and Kuaishou Short Videos
Video-first content thrives on humor, relatability, or transformation. Success depends on quick hooks, punchy editing, and the ability to mimic user-generated aesthetics while maintaining brand consistency.
2. Create Value, Not Just Visibility
2.1 Educational Content That Solves Local Problems
From skincare tutorials tailored to regional climates to recipe content using locally sourced ingredients, value-added content drives trust. Brands that position themselves as problem-solvers see higher organic sharing and stronger followership.
2.2 Emotional Resonance Through Real-Life Scenarios
Instead of focusing solely on product features, highlight how a product fits into the consumer’s lifestyle. Whether it’s family-oriented values or “内卷” (neijuan) workplace anxieties, content that mirrors audience sentiment builds deeper resonance.
3. Integrate Social Commerce Triggers
3.1 Seamless Click-to-Buy Experiences
WeChat mini-programs, Xiaohongshu product tags, and livestream shopping links allow users to transition directly from inspiration to transaction. Use content to create a mood—then embed purchase logic.
3.2 Coupon Drops and Flash Incentives
SaaS tools enable scheduled releases of exclusive coupons embedded in content. For example, a 30-second Douyin clip that ends with a time-sensitive QR code encourages immediate user action.
4. Repurpose Creatives Across Ecosystems
4.1 Multi-Platform Adaptation
A product unboxing story can debut on Xiaohongshu, be trimmed for Douyin, then turned into an infographic on Weibo. Design content assets with modular adaptability in mind to maintain consistency across platforms.
4.2 SaaS-Powered Content Workflows
Automated content management systems now support AI-based tone and layout adjustments for different audiences. This reduces time-to-publish while enhancing cultural fit.
5. Case Study: A Scandinavian Kitchenware Brand in China
Launching in China via Xiaohongshu and WeChat, the brand initially focused on minimal product visuals and hard-sell posts. Engagement lagged. Pivoting to lifestyle-led storytelling—featuring local cooking influencers, family meal scenes, and tips for healthy Chinese breakfasts—they saw organic reach grow by 180%. They used a SaaS content dashboard to analyze post timing and format, discovering that recipe-based posts performed best on weekday evenings.
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!
