(Source: https://pltfrm.com.cn)
Introduction
Scaling ad campaigns in China isn’t about simply increasing spend—it’s about building repeatable systems that adapt to China’s fast-changing market. From short video to search and private traffic, the diversity of platforms requires brands to plan for modular content, automated delivery, and local optimization at every level. In this article, we outline how overseas brands can create advertising systems that scale across cities, audiences, and platforms.
1. Use Platform Ecosystems as Your Base Infrastructure
1.1 Lean into Tencent and Alibaba Ad Networks
Tencent (WeChat, QQ, Tencent Video) and Alibaba (Tmall, Youku, UC) provide integrated platforms that allow scaling through unified ad buys and data sharing.
1.2 Reduce Tech Fragmentation
Instead of managing 10 isolated campaigns, use ecosystem tools like Tencent Ads Manager to streamline delivery and reporting for WeChat, WeCom, and Moments.
2. Automate Budget and Campaign Adjustments
2.1 Campaign Auto-Rotation
Platforms like Douyin support auto-rotation for creatives—ensuring high performers get more exposure while underperformers are paused, saving manual effort.
2.2 Budget Reallocation Tools
Enable budget reallocation features to push ad spend toward cities, age groups, or time slots that show high CTR and ROI in real time.
3. Standardize Your Creative Testing Process
3.1 Build a Structured A/B Testing Calendar
Create a monthly calendar to test creative formats, messaging tones, and offers. Always isolate variables to ensure scalable learning.
3.2 Test by Region and Platform
What works in Suzhou on Douyin might flop in Xi’an on Xiaohongshu. Standardize how you test across cities and platforms to build reliable benchmarks.
4. Localize Ad Ops While Centralizing Strategy
4.1 Local Team Empowerment
Set regional teams or agencies up with templated campaign plans, creative packs, and training—so they can launch localized campaigns efficiently.
4.2 Centralized Reporting Dashboards
Use cross-platform dashboards to collect performance data across Douyin, WeChat, Baidu, and JD. A single view supports faster, smarter scaling.
Case Study: UK Home Appliance Brand Builds Scalable Douyin Sales Engine
A UK-based smart appliance company launched a series of shoppable short videos through Douyin. By automating budget optimization and creative testing, they built a campaign that could be rolled out province by province. When one city outperformed, it triggered a signal to duplicate the format elsewhere. The result: scalable ROI with minimal creative rework, achieving 3.8x ROAS across eight provinces in under six weeks.
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!
