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Introduction
Direct selling has evolved from face-to-face pitches to sophisticated digital ecosystems in China. For overseas brands, this sales approach provides greater intimacy, agility, and control—particularly when platform fees and advertising saturation are rising. This article explores how to implement scalable and authentic direct selling strategies that work in China’s unique digital landscape.
1. Empower Local Brand Advocates
Community KOLs as Sellers:
Tap into local KOLs—not mega-influencers, but trusted voices within communities. Equip them with brand stories, samples, and QR-based purchase tools.
Training Portals:
Offer scalable onboarding via video courses, chatbots, and mentorship programs. A well-trained advocate network can outperform traditional sales channels in trust and engagement.
2. Launch Direct Sales via Livestreaming Hubs
One-to-One Streaming:
Private livestream rooms on WeChat or Douyin provide intimacy that drives sales for premium or complex items (e.g., skincare regimens, tech gadgets).
Multi-SKU Walkthroughs:
Use livestreams to introduce product bundles and explain cross-usage. Add exclusive stream-only offers to close conversions quickly.
3. Utilize Conversational Commerce
WeCom and Group Chats:
Initiate customer relationships via WeCom, then transition them into curated customer groups based on preferences or purchase history. Promote limited-time offers or content drops directly in these spaces.
AI-Powered Support:
Deploy AI chatbots to handle FAQs, recommend products, and flag high-intent buyers to human agents for final conversion.
4. Build Performance-Driven Rewards
Referral Systems:
Use shareable links embedded in QR codes, and reward both the referrer and buyer with credits or samples.
Performance Tiers:
Structure monthly targets with digital badges, recognition, and monetary incentives to keep micro-sellers engaged and accountable.
5. Case Study: A Nordic Apparel Brand Taps WeCom to Outperform Marketplaces
A premium Scandinavian apparel company launched in China with a direct-to-consumer focus, bypassing JD and Tmall initially. They built a 50-person WeCom sales team composed of former boutique stylists and loyal shoppers. Each rep handled clienteling for 200+ users through group chats, livestream styling sessions, and personalized drops. Within nine months, the brand’s direct selling channel surpassed their WeChat ads in monthly revenue.
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!
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