(Source: https://pltfrm.com.cn)
Introduction
Chinese consumers spent over ¥2.6 trillion on cross-border e-commerce in 2024, and influencer marketing now drives more than 42% of that volume. These are the four models delivering triple-digit growth for overseas brands right now.
1. Xiaohongshu “Planting Grass” → Douyin “Pulling Grass” Flywheel
1.1 Phase 1: Deep Lifestyle Planting on Xiaohongshu 30–50 waist-tier KOLs publish long-form, authentic-use notes over 3–4 weeks to build desire without hard selling. Average save rates exceed 38%.
1.2 Phase 2: Explosive Harvesting on Douyin The same products are then launched via 15–25 high-energy Douyin live streams and short videos during peak shopping windows. This sequence routinely delivers 12–18× ROAS.
2. Dewu + Tail KOL Sneaker/Trend Model
2.1 Gen-Z Native Collaboration Overseas sneaker and streetwear brands work exclusively with 200–500 tail KOLs on Dewu who already have strong resale credibility. Authenticity drives 65–80% conversion from views to orders.
2.2 Limited Drop + Raffle Mechanics Tail KOLs announce limited drops with raffle entry via their posts. This creates FOMO that outperforms traditional discount promotions by 5–7× in perceived value.
3. WeChat Video Accounts Private Traffic Model
3.1 Overseas Brand Blue-V Accounts Brands that secure verified WeChat Video Accounts work with 50–100 micro-influencers to build private-domain traffic pools of 50K–300K high-intent followers. Repeat purchase rates reach 42% within 90 days.
3.2 Group-Buy + Community Flash Sales Private traffic is activated via WeChat groups for 24–48 hour flash events—often selling out ¥5–15 million in hours with almost zero advertising cost.
4. Pinduoduo Cross-Border Group-Buy Phenomenon
4.1 9.9–99 Yuan Entry-Level Bundles Overseas daily necessities and snacks dominate via hundreds of micro KOLs promoting ultra-low-price group-buy links. Average order value climbs from ¥38 to ¥186 through smart upselling in the funnel.
Case Study: Australian Health Supplement Brand (Double 11 2025) Using the Xiaohongshu planting → Douyin live harvesting model with 58 KOLs, an Australian collagen brand achieved ¥156 million GMV during Double 11 (ranked #1 imported collagen), with 61% of sales from new customers and 29% repeat purchases within 30 days.
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!
