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Introduction
Chinese New Year is the most competitive marketing season in China, with brands investing heavily in advertising, promotions, and content campaigns. For overseas brands, the challenge is even greater because the festival requires deep cultural understanding, strong platform execution, and precise budget control. Without a clear campaign structure, brands often spend heavily but achieve low ROI. Based on over 10 years of experience helping overseas brands localize in China, we recommend using structured campaign planning supported by SaaS tools and platform data. This guide explains how overseas brands can build a high-performance festival campaign strategy.
- Define Clear Campaign Objectives
1.1 Separate Awareness and Sales Goals
Top-Funnel vs Conversion Campaigns: Use Douyin and Xiaohongshu for awareness, and Tmall or JD for sales. Mixing objectives often reduces efficiency.
Use KPI Dashboards: SaaS reporting tools should track traffic, conversion, and ROI separately.
1.2 Allocate Budget Based on Funnel Stage
Higher Budget for Peak Days: Double traffic happens near the holiday. Budget should increase during this period.
Test Before Scaling: Run small campaigns first, then increase budget based on results.
- Optimize Content Production Workflow
2.1 Prepare Video and Banner Materials Early
Festival Content Needs Approval: Platforms require review time. Prepare content early.
Use Content Management SaaS: Manage versions for different platforms.
2.2 Work with KOLs and Influencers
Choose Data-Driven KOLs: Use analytics tools to check conversion history.
Schedule Posts Before Peak Days.
- Use Marketing Automation for Efficiency
3.1 Automated Ad Optimization
AI Bidding Tools reduce cost.
Real-time dashboards improve decisions.
3.2 CRM Automation
Send festival offers to existing users.
Use mini-program coupons.
- Monitor Campaign Performance Daily
4.1 Track Conversion Data
Check ROI every day.
Adjust budget quickly.
4.2 Optimize Best-Selling Products
Push high-conversion SKUs.
Pause weak ads.
Case Study: A Korean Beauty Brand Improves ROI During Chinese New Year
The brand spent heavily but had low conversion.
We built a full SaaS tracking system, optimized creatives, and adjusted budget daily.
ROI increased by 48% and sales doubled during the festival.
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!
info@pltfrm.cn
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