(Source: https://pltfrm.com.cn)
Introduction
In China’s fragmented digital ecosystem, running ads across multiple platforms isn’t just helpful—it’s essential. From Douyin to Baidu, each channel offers unique value and audience behavior. For overseas brands, true success lies in creating cohesive cross-channel strategies that adapt content while maintaining a consistent brand voice. Here’s how to synchronize your ad efforts across China’s digital landscape.
1. Aligning Messaging Across Channels
1.1 Unified Value Proposition
Maintain a consistent value proposition across Douyin, WeChat, and Xiaohongshu. Ensure each platform communicates the same product benefit, adjusted for tone and format.
1.2 Platform-Optimized Storytelling
Craft narratives to match platform preferences—short-form video for Douyin, informative carousels for Weibo. The message remains the same, but the format adapts to user expectations.
2. Centralized Media Planning and Budgeting
2.1 Integrated Planning Tools
Use centralized dashboards to plan and track campaigns across platforms like Tencent Ads and Alibaba DSP. This enables real-time budget shifting based on performance.
2.2 Budget Allocation by Intent Stage
Assign budget to channels based on their influence in the user journey—e.g., Baidu for search intent, Douyin for inspiration. This avoids over-investing in awareness while neglecting conversion tools.
3. Cross-Platform Retargeting and Lookalike Expansion
3.1 Retargeting Through Shared IDs
Use WeChat UnionID or Alibaba ID to retarget users across owned properties. This allows for smoother user journeys from content discovery to purchase.
3.2 Lookalike Modeling by Platform
Train lookalike audiences separately for JD.com vs. WeChat based on different first-party behaviors. Refining by platform improves accuracy and ROI.
4. Unified Reporting and Optimization
4.1 Multi-Platform KPI Dashboard
Aggregate performance metrics in one reporting suite. Compare CPC, CTR, and ROAS across platforms to identify the best-performing combinations.
4.2 Dynamic Creative Optimization (DCO)
Implement DCO to adjust ad visuals and messages in real time. Algorithms can swap headlines or CTAs depending on user interaction history.
Case Study: A Scandinavian Furniture Brand Goes Omnichannel
A premium Scandinavian furniture brand entered China with a cross-channel strategy spanning WeChat, JD.com, and Xiaohongshu. They used dynamic creatives to align messaging and deployed centralized budget controls to shift resources toward the best-performing platform. The result: a 62% higher engagement rate and 35% increase in sales over two quarters.
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!
