(Source: https://pltfrm.com.cn)
Introduction
In China’s DTC (direct-to-consumer) landscape, acquiring users is only half the battle—retaining them is where real growth happens. With mobile app fatigue and countless choices, overseas brands must develop localization-first strategies to improve user engagement and retention. This article outlines actionable retention tactics designed specifically for the Chinese digital ecosystem, blending tech tools with consumer psychology.
1. Build a Habit Through Daily Engagement Features
1.1 Gamification Mechanics Like Check-Ins and Rewards
Many top Chinese DTC apps integrate daily tasks such as check-ins, spin-the-wheel promotions, and point-based missions. These encourage repeat usage and emotional investment.
1.2 Personalized Notifications and Reminders
Push notifications on WeChat or in-app alerts should be tied to user behavior and interests. For instance, remind users when a product in their wishlist is back in stock or when a new version is available.
2. Use WeChat Ecosystem to Re-Engage Users
2.1 Re-Target via WeCom and Private Domain Messaging
Use WeCom (the enterprise version of WeChat) to push personalized product updates or membership rewards directly from a sales rep or service bot, boosting engagement through trust-based channels.
2.2 Run Interactive Mini-Program Campaigns
Create games, referral incentives, or flash sales within WeChat Mini Programs to bring users back without requiring app reinstallation. These are ideal for reactivating inactive users cost-effectively.
3. Offer Tiered Memberships and Exclusive Perks
3.1 Create VIP Levels Based on Spend or Activity
Chinese consumers respond well to tiered loyalty systems. Offer badges, early access, or birthday gifts to members based on purchase frequency or engagement time.
3.2 Use SaaS Loyalty Platforms for Automation
Tools like Yunzhi or Xiaoman can automate retention workflows—including birthday offers, subscription reminders, or dormant user win-back campaigns—all tailored in Chinese.
4. Leverage In-App Content and Community
4.1 Livestreams and How-To Content for Onboarding
Host livestreams inside your app or link out to platforms like Douyin and Xiaohongshu for tutorials, user stories, or influencer collaborations. This builds familiarity and brand stickiness.
4.2 User-Generated Reviews and Forums
Encourage in-app community features—such as reviews, Q&A, or forums—that mimic the engagement of Xiaohongshu. Social proof strengthens retention by creating emotional connection.
Case Study: Nordic Nutrition Brand Improves 90-Day Retention by 41%
A Nordic DTC supplement brand launched a Chinese-language mobile app to target millennial moms. After a slow start, they introduced daily health tip push notifications, added a WeChat Mini Program for convenience, and rewarded users for referring friends. They also added membership levels with gift boxes and private WeCom support. Within two quarters, their 90-day user retention jumped from 27% to 68%.
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!
info@pltfrm.cn
www.pltfrm.cn
