(Source: https://pltfrm.com.cn)
Introduction
China’s consumer journey is increasingly fragmented across multiple platforms. Consumers may first discover a product through a short video, attend a livestream for education, search for reviews on Xiaohongshu, and ultimately complete a purchase on Tmall or JD.
For overseas brands, combining livestreaming and advertising within a full-funnel framework is essential for capturing consumers throughout this journey. This article explores how brands can use livestreams and ads together to build awareness, consideration, conversion, and retention.
1. Top-of-Funnel: Generate Awareness Through Advertising
1.1 Use Short Video Ads for Discovery
Short-form video remains one of the most effective methods for introducing products to Chinese consumers.
Advertising campaigns can showcase product highlights, brand stories, and upcoming livestream events that encourage consumers to learn more.
1.2 Leverage Platform Algorithms
Platforms such as Douyin and Xiaohongshu reward content that generates engagement.
Promoted content helps accelerate initial visibility and feeds platform recommendation engines.
2. Mid-Funnel: Use Livestreams for Product Education
2.1 Demonstrate Product Benefits
Consumers often need more information before making purchasing decisions.
Livestreams provide an opportunity to explain product features, demonstrate usage scenarios, and answer questions in real time.
2.2 Address Purchase Objections
Hosts can directly address concerns regarding quality, ingredients, functionality, and pricing.
This reduces uncertainty and increases consumer confidence.
3. Bottom-of-Funnel: Convert Viewers into Customers
3.1 Offer Livestream-Exclusive Promotions
Limited-time discounts and bundled offers create urgency.
These incentives encourage consumers to complete purchases during the livestream.
3.2 Retarget High-Intent Audiences
Advertising campaigns can retarget consumers who viewed the livestream but did not purchase.
Personalized messaging helps improve conversion rates.
4. Post-Purchase: Drive Customer Retention
4.1 Integrate CRM Systems
Customer data generated during livestream events should be integrated into centralized CRM platforms.
This supports segmentation, personalization, and long-term relationship management.
4.2 Build Private Traffic Communities
WeChat groups and membership programs help brands maintain engagement after initial purchases.
These channels often generate higher retention rates and customer lifetime value.
5. Use Data to Improve Performance
5.1 Analyze Full-Funnel Metrics
Brands should evaluate performance beyond immediate sales.
Metrics such as viewer engagement, customer acquisition costs, retention rates, and lifetime value provide a more complete picture.
5.2 Continuously Refine Strategies
Performance insights allow brands to improve targeting, creative assets, livestream formats, and promotional offers over time.
Case Study: A New Zealand Dairy Brand Creates a Full-Funnel Livestream Strategy
A New Zealand dairy company initially focused only on livestream sales promotions and struggled to generate sustainable growth.
We implemented a full-funnel approach incorporating Douyin video advertising, Xiaohongshu content marketing, livestream product education, CRM integration, and post-purchase WeChat engagement.
Within one year, qualified traffic increased by 61%, livestream conversion rates improved by 39%, and repeat purchase rates grew by 44%.
Turning Livestreams into a Long-Term Growth Channel
When livestreaming and advertising operate together, brands can influence consumers throughout the entire customer journey. Overseas brands that implement full-funnel strategies often achieve stronger and more sustainable performance in 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!
