(Source: https://pltfrm.com.cn)
Introduction
With over 1.1 billion smartphone users and mobile accounting for 85%+ of e-commerce transactions, choosing the right apps in China can make or break an overseas brand’s success. In late 2025, the landscape is dominated by super-apps that combine social, shopping, payments, and content in ways no Western platform does. Here are the five most critical apps overseas brands are using right now to reach hundreds of millions of consumers and drive explosive growth.
1. WeChat – The Undisputed Private Traffic King
1.1 Mini-Programs as Your Owned Storefront Seamless Shopping Inside WeChat: Overseas brands build branded Mini-Programs that function like full apps but load instantly—no download required. Average conversion rates inside Mini-Programs are 8-15%, far higher than external links.
Enterprise WeChat for CRM: Use official accounts and Enterprise WeChat to manage millions of customer relationships with automated tagging, personalized messaging, and red-packet rewards.
1.2 Video Channels & Moments for Organic Reach Daily Short Video Content: Posting 1-3 videos daily on WeChat Video Channels keeps private domain members engaged and drives 5-10× higher lifetime value than one-way broadcasting.
2. Douyin (Chinese TikTok) – Interest-Based E-Commerce Powerhouse
2.1 Short Video + Livestream Combination Grass-Planting to Purchase in Minutes: Brands create entertaining 15-60 second videos that spark desire, then immediately convert via in-app stores and livestream rooms. Top overseas brands achieve ROAS of 1:6-1:10 consistently.
Douyin Shop & Flagship Stores: Fully integrated storefronts with payment and logistics handled by Douyin itself—perfect for impulse categories like beauty, fashion, and snacks.
2.2 Giant Algorithm & Data Advantage Interest Graph Targeting: Douyin’s algorithm pushes content based on emotional engagement rather than follower count, giving new overseas brands viral potential from day one.
3. Xiaohongshu (Little Red Book) – The Trust & Lifestyle Bible
3.1 High-Quality Notes as New Product Detail Pages User-Generated Lifestyle Content: Professional photos + honest reviews from real users build trust faster than any ad. Overseas beauty and fashion brands often see 70% of sales influenced by Xiaohongshu notes.
KOL + KOC Seeding Strategy: Collaborating with 5k-100k follower creators delivers authentic reach and conversion at lower cost than Douyin celebrities.
3.2 Search + Discovery Engine Category Leader in Beauty & Travel: Xiaohongshu ranks #1 for skincare, makeup, and overseas travel searches among urban females 18-35—China’s highest-spending demographic.
4. Tmall & Tmall Global – Premium Marketplace Authority
4.1 Flagship Stores for Brand Credibility Official Presence Signal: Having a Tmall Global flagship store instantly communicates “this overseas brand is legitimate and established in China.”
Festival Traffic Monster: During 618 and Double 11, Tmall Global captures the majority of premium imported goods purchases with massive subsidies and exposure.
4.2 Cross-Border Logistics Integration Bonded Warehouse + Cainiao Network: Enables next-day delivery nationwide while handling customs and taxes seamlessly—critical for perishables and high-value items.
5. Pinduoduo – Lower-Tier City & Value-Driven Growth Engine
5.1 Group-Buying & Social Commerce Mechanics Viral Sharing Model: Consumers invite friends for lower prices, creating organic growth loops perfect for daily necessities and affordable overseas products.
Hundred Billion Subsidies Program: Pinduoduo subsidizes overseas brands heavily to offer “lowest price in China,” driving massive volume in tier 3-6 cities.
Case Study: Flower Knows – How a Small Overseas Makeup Brand Conquered China via Apps
Chinese-Thai makeup brand Flower Knows launched in 2023 with zero offline presence. They focused 60% effort on Xiaohongshu aesthetic notes, 30% on Douyin viral fairycore videos, and built a WeChat Mini-Program for repeat purchases. Within 18 months they hit ¥2 billion+ annual GMV, becoming the #1 imported color cosmetics brand on Tmall Global—all powered by these five apps working together.
Conclusion
The most successful overseas brands in China no longer pick one app—they orchestrate WeChat (private traffic), Douyin (interest), Xiaohongshu (trust), Tmall Global (premium credibility), and Pinduoduo (volume) into a single ecosystem. Master these five and you master the market.
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!
