(Source: https://pltfrm.com.cn)
Introduction
Overseas brands often face operational challenges when entering China, including coordinating multiple promotions, managing inventory, and avoiding overlap in marketing campaigns. A well-structured promotional calendar ensures discounts are timed efficiently, enhancing customer engagement while controlling costs. With more than 10 years of experience helping overseas brands localize in China, we outline actionable steps to set up an affordable and data-driven promotional calendar that aligns with market dynamics.
1. Identify High-Impact Promotional Periods
1.1 Focus on Major E-Commerce Festivals
Double 11, 618, and Singles’ Day are essential periods for driving volume. A Japanese cosmetics brand timed premium discounts around these festivals to attract first-time buyers and increase brand exposure.
1.2 Incorporate Micro-Events
Smaller, niche events like Valentine’s Day or local shopping days can create additional sales spikes. A European snack brand used targeted promotions during Qixi Festival to boost engagement among younger consumers.
2. Coordinating Inventory with Promotional Timing
2.1 Stock Allocation Planning
Ensure adequate inventory ahead of promotions. A North American fashion brand aligned stock levels with expected demand spikes, preventing stockouts and ensuring consistent fulfillment.
2.2 Avoid Overstocking During Low-Demand Periods
Plan lower discount intensity during off-peak periods to reduce holding costs. A European home appliance brand implemented smaller promotions during summer months, optimizing warehouse space.
3. Leveraging SaaS Tools for Calendar Management
3.1 Automated Campaign Scheduling
Use SaaS solutions to automate discount activation across platforms. A Japanese beverage brand scheduled tiered discounts for Tmall and JD using an integrated tool, reducing manual errors.
3.2 Monitoring and Adjustment
Track campaign performance in real time and adjust discounts as needed. A European beauty brand increased flash-sale discounts on underperforming products, maximizing ROI without overspending.
4. Aligning Marketing Communication with the Calendar
4.1 Cross-Channel Promotion
Coordinate campaigns across WeChat, Xiaohongshu, and e-commerce platforms. A North American electronics brand used synchronized messaging to highlight upcoming promotional events, increasing consumer awareness.
4.2 FOMO-Driven Messaging
Leverage urgency and exclusivity in promotions to drive participation. Phrases like “Limited-time offer” or “Exclusive festival discount” effectively attract Chinese consumers and encourage early purchase.
Case Study: A Japanese Beverage Brand Streamlines China Promotions with SaaS-Driven Calendar
A Japanese beverage brand entering China in 2021 faced challenges managing overlapping promotions on Tmall and JD. We implemented a SaaS-driven promotional calendar, scheduling tiered discounts aligned with major and minor e-commerce events.
Over 7 months, the brand achieved a 35% increase in first-time buyer participation, improved inventory turnover by 20%, and reduced discount-related overspending by 18%. Coordinated marketing across social and e-commerce platforms enhanced engagement and built lasting customer relationships.
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!
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