(Source: https://pltfrm.com.cn)
Introduction
Personalization in China isn’t coming – it’s already here, and it’s evolving faster than anywhere else on earth. Brands that master these five advanced trends will dominate their categories in 2025 and beyond.
1. Decentralized Identity & Cross-App Personalization
1.1 WeChat-Douyin-Tmall ID Alliance Grows Stronger More platforms are joining compliant data alliances that allow safe, user-consented data sharing across apps while fully respecting PIPL.
1.2 One ID, Lifetime Personalization A single user ID now follows the consumer for years across platforms, creating personalization depth unmatched globally.
2. Predictive Life-Event Marketing
2.1 AI Detects Pregnancy, Moving House, Job Changes Using behavioral signals (sudden interest in maternity wear, moving company searches, etc.), AI serves perfectly timed offers weeks before the consumer actively searches.
2.2 Wedding & Baby Season Pre-Targeting Brands now build audiences 3–6 months before peak seasons based on early signals, securing inventory and mindshare first.
3. Personalized Video Ads at Scale
3.1 Douyin’s “Your Name in the Video” Feature Goes Mainstream Dynamic video templates insert the viewer’s nickname, city, or past purchase directly into the video creative. Early tests show 4–7× higher engagement.
3.2 AI-Generated Personalized End Cards Every viewer sees a different final frame with products chosen specifically for them.
4. Voice & Conversational Commerce Personalization
4.1 XiaoHongShu Voice Search Triggers Tailored Ads Speaking “evening gown for wedding guest” in Mandarin instantly serves hyper-relevant ads in the user’s feed.
4.2 WeChat Voice Message Ads Brands can now send personalized voice messages via Official Accounts that feel like a friend recommending a product.
5. Ethical Personalization & Consumer Control
5.1 Preference Centers Become Mandatory Users can now adjust exactly what data is used and what kind of ads they want to see – brands that offer transparent control actually receive more data opt-ins.
5.2 “Surprise Me” Personalization Mode Some users actively choose higher levels of personalization for better recommendations, creating a new segment of hyper-engaged customers.
Case Study: American Premium Coffee Brand – 11× ROAS During Double 11 A U.S. specialty coffee brand worked with PLTFRM to launch its first Double 11 campaign using predictive life-event targeting, personalized video ads with viewer names, and WeChat preference-center-driven segmentation. The campaign achieved 11× ROAS (vs. 2.8× industry average) and built a 180,000-member private traffic pool in just 18 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!
