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Introduction
One of the biggest challenges for overseas brands entering China is customer acquisition. Many companies have strong products, established reputations, and successful marketing strategies in their home markets, but struggle to generate awareness and sales in China. Unlike Western markets, Chinese consumers discover, research, and purchase products through a unique digital ecosystem that includes social commerce, short-video platforms, search engines, and private traffic channels.
Finding customers in China requires more than simply launching advertisements. Overseas brands need a structured acquisition strategy that combines visibility, trust-building, and conversion optimization. As an international brand consulting agency with over a decade of experience helping overseas brands localize in China, we have helped brands across multiple industries build scalable customer acquisition systems. This article explores the most effective methods for finding customers in China.
1. Build Visibility Through China’s Search Ecosystem
1.1 Invest in Baidu SEO
Create Localized Search Content: Chinese consumers often search online before making purchasing decisions. Overseas brands should develop localized landing pages, educational articles, FAQs, and product content optimized for Baidu search algorithms. This increases organic visibility and helps potential customers discover the brand during their research process.
Target High-Intent Keywords: Focus on search terms that indicate purchase intent and product interest. For example, a SaaS company entering China may target industry-specific solution searches, while a beauty brand may focus on ingredient and product comparison keywords that Chinese consumers frequently research.
1.2 Utilize Baidu PPC Advertising
Generate Immediate Traffic: Paid search campaigns help overseas brands gain visibility while building long-term organic rankings. Baidu PPC allows brands to reach users actively searching for solutions and products.
Test Customer Demand: Advertising campaigns provide valuable data about audience behavior, keyword performance, and conversion rates, helping brands refine acquisition strategies before scaling budgets.
2. Acquire Customers Through Social Commerce Platforms
2.1 Establish Presence on Xiaohongshu
Leverage Product Discovery Behavior: Xiaohongshu has become one of the most influential product discovery platforms in China. Consumers often use the platform to research brands, read reviews, and evaluate products before purchasing.
Build Trust Through Educational Content: Overseas brands should create localized content focused on product benefits, user experiences, and lifestyle applications. Authentic content performs better than direct promotional messaging.
2.2 Utilize Douyin for Customer Acquisition
Create Short-Form Video Campaigns: Douyin’s algorithm helps brands reach highly targeted audiences through engaging video content. Product demonstrations, tutorials, and lifestyle storytelling can generate significant consumer interest.
Combine Organic and Paid Traffic: Successful brands often use a combination of organic content and performance advertising to maximize reach and customer acquisition efficiency.
3. Collaborate with KOLs and KOCs
3.1 Partner with Relevant Influencers
Target Niche Communities: Rather than focusing solely on celebrity influencers, overseas brands should collaborate with KOLs who have strong credibility within specific consumer segments.
Drive Qualified Traffic: Influencer recommendations often generate higher-quality traffic because audiences already trust the content creator’s opinions and recommendations.
3.2 Leverage KOC Marketing
Generate Authentic Reviews: Chinese consumers frequently rely on peer recommendations when evaluating products. KOCs help create authentic user-generated content that influences purchasing decisions.
Build Social Proof at Scale: Large volumes of genuine reviews can significantly increase consumer confidence and improve conversion rates.
4. Develop Private Traffic Ecosystems
4.1 Utilize WeChat for Customer Retention
Build Owned Customer Relationships: WeChat Official Accounts, mini-programs, and groups allow overseas brands to maintain direct communication with customers after acquisition.
Reduce Dependence on Paid Media: Private traffic channels help lower customer acquisition costs over time by increasing repeat purchases and customer loyalty.
4.2 Implement CRM and Marketing Automation
Segment Customer Audiences: SaaS CRM systems allow brands to personalize communications based on customer behavior and interests.
Improve Customer Lifetime Value: Automated campaigns help nurture leads and encourage repeat purchases, improving overall profitability.
5. Use Data to Optimize Customer Acquisition
5.1 Measure Full-Funnel Performance
Track Customer Journeys: Chinese consumers often interact with multiple platforms before making purchases. Understanding these journeys helps optimize marketing investments.
Monitor Key Metrics: Brands should measure traffic, engagement, conversions, customer acquisition costs, and lifetime value to evaluate effectiveness.
5.2 Continuously Optimize Campaigns
Test Creative Variations: Different content formats, messaging styles, and platform strategies should be continuously evaluated.
Scale Winning Strategies: Brands should allocate more resources to channels and campaigns that consistently generate profitable customer acquisition.
Case Study: An Australian Health Supplement Brand Acquires Customers in China
An Australian health supplement company entered China with strong international sales but limited local awareness. Initial marketing efforts focused primarily on e-commerce listings, resulting in low traffic and weak conversion rates.
We developed a multi-channel acquisition strategy combining Baidu SEO, Xiaohongshu content marketing, KOC campaigns, and WeChat CRM implementation. Educational content focused on ingredient quality and product safety, while influencers generated authentic reviews and recommendations. We also integrated SaaS analytics tools to monitor customer journeys and campaign performance.
Within nine months, organic traffic increased by 240%, customer acquisition costs decreased by 35%, and monthly sales grew by over 180%. The brand successfully built a scalable acquisition model that supported continued expansion throughout China.
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!
