(Source: https://pltfrm.com.cn)
Introduction
China’s digital ecosystem is like no other—social media, e-commerce, content, and payments are fully integrated. For overseas brands entering this market, launching online isn’t just a marketing task—it’s a foundational strategy. This article provides a tactical roadmap for overseas companies to build a digital-first brand that speaks directly to China’s connected consumers.
1. Establish Credibility Before You Sell
1.1 Launch Your WeChat Official Account
WeChat acts as the brand’s “homepage” in China. An official account should introduce your story, showcase your product line, and provide useful content for potential customers. Regular articles build SEO and nurture followers over time.
1.2 Register on Baidu and Use PR to Build Trust
When Chinese users encounter your brand, they search Baidu to verify legitimacy. Make sure you appear with optimized content, press releases, and reviews. Presence in Chinese media builds confidence quickly.
2. Create Localized Brand Messaging
2.1 Name, Tone, and Product Positioning
Choose a Chinese name that aligns with your values and product category. Avoid direct phonetic translations—opt for names that reflect aspirations, benefits, or lifestyle values. All descriptions and campaigns should feel emotionally native.
2.2 Chinese Visual Identity Guidelines
Design brand visuals tailored to Chinese aesthetics. Color palette, typography, and packaging style all influence appeal—reds, golds, and pastel tones often outperform darker Western palettes in e-commerce settings.
3. Design a Launch Plan With Tiered Growth Stages
3.1 Seeding, Testing, and Scaling
Start with a 90-day plan:
- Month 1: Soft launch with content seeding, Mini Program setup, and first KOL reviews.
- Month 2: Focus on engagement via giveaways, flash sales, and group buying tools.
- Month 3: Optimize for conversion through retargeting ads and loyalty sign-ups.
3.2 Feedback-Driven Refinement
Use Mini Program analytics and KOL feedback to adjust product messaging, page layout, and bundling. Local users often highlight issues quickly—treat feedback as fuel for adaptation.
4. Build Your Private Traffic Engine
4.1 Convert Users Into Repeat Visitors
Set up flows where followers from Xiaohongshu or Douyin are invited to your WeChat account. From there, use WeCom to offer 1-on-1 support and exclusive campaigns, turning casual visitors into loyal users.
4.2 Enable Repeat Transactions With Membership Systems
Memberships on Mini Programs allow users to earn points, receive early access, and redeem gifts. A structured loyalty program reduces reliance on platform algorithms and paid ads.
5. Case Study: An Italian Skincare Brand Launches With Content First
An Italian clean beauty brand launched in China using a content-first approach. Before opening sales, they published skincare tutorials and ingredient explainers via WeChat and Xiaohongshu. After building 10,000 organic followers, they launched a Mini Program store supported by WeCom advisors. Conversion rates exceeded 7% in the first 60 days, with 35% of users making a second purchase within two weeks—proving that relationship-building outperforms hard selling.
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!
