(Source: https://pltfrm.com.cn)
Forget global standards—China’s programmatic ecosystem runs on its own rules. These are the exact performance benchmarks the top 1% of overseas brands are hitting in 2025 across CTR, CVR, ROAS, and cost efficiency.
1. CTR Benchmarks by Platform & Format
1.1 Douyin Feed & Search Average CTR: 1.8–3.6% | Top 10%: 4.2–6.8% (achieved with strong hook in first 3 seconds + localized creative).
1.2 WeChat Moments & Video Accounts Average CTR: 1.1–2.3% | Top performers reach 3.5%+ using social-proof creatives and clear value propositions.
2. Cost-Per-Action Benchmarks
2.1 Cost-Per-Install (App Categories) Gaming and tool apps from overseas brands now achieve CPI of RMB 8–22 on ByteDance and Tencent networks when using precise lookalike seeding.
2.2 Cost-Per-Lead (High-Value Categories) Luxury, education, and healthcare brands report CPL of RMB 180–450 with 12–18% lead-to-sale conversion through multi-touch attribution.
3. ROAS Benchmarks That Define Success
3.1 E-commerce & Retail Average ROAS: 1:3.8–1:5.2 | Top 5% overseas brands consistently hit 1:8+ using full-funnel programmatic strategies.
3.2 Brand Awareness + Consideration Brand lift studies show 18–32% uplift in consideration when programmatic campaigns maintain viewability >85% and frequency 4–7.
4. Frequency & Reach Optimization
4.1 Optimal Frequency Cap Best results occur at 5–9 exposures per user over 30 days—beyond 12 triggers 40%+ drop in CTR and negative brand sentiment.
Case Study: Swedish Fashion Brand COS In 2025 Spring/Summer campaign, COS applied strict programmatic benchmarks (CTR ≥ 2.8%, ROAS ≥ 1:6, viewability ≥ 88%) across Douyin, Xiaohongshu, and Tencent networks. The data-driven approach delivered RMB 680 million GMV and made COS the fastest-growing overseas minimalist fashion brand on Tmall Luxury Pavilion.
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. With over a decade of experience optimizing programmatic campaigns for overseas brands, we turn benchmarks into predictable growth. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
