(Source: https://pltfrm.com.cn)
Introduction
Advertising to Chinese consumers from abroad involves unique logistical, creative, and platform considerations. A successful cross-border campaign isn’t just translated—it’s transformed to fit local channels and expectations. Here’s how to craft campaigns that overcome distance and drive sales.
1. Identify the Right Channels for Cross-Border Reach
1.1 Start With Discovery Platforms
Use Douyin, Xiaohongshu, and Kuaishou for inspiration and emotional engagement, rather than immediate conversion.
Tip: Spark interest with native storytelling before retargeting with sales offers.
1.2 End With Conversion Ecosystems
Guide viewers to Tmall Global, JD Worldwide, or your WeChat mini-program for the final transaction.
Strategy: Use platform integrations to shorten the ad-to-purchase journey.
2. Embrace Cultural Signaling in Messaging
2.1 Reflect Modern Chinese Lifestyles
Address pressures and dreams familiar to Chinese consumers: parenting success, elegance at work, harmony at home.
Execution: Tie your product’s benefits into these cultural priorities.
2.2 Integrate Local Social Trends
Borrow memes, slang, or seasonal trends from local platforms to enhance relevance.
Use Case: A Korean fashion label used Douyin slang to create relatable slogans and boosted share rate by 6x.
3. Leverage Live Shopping as Part of Advertising
3.1 Livestream as a Conversion Channel
Work with livestream hosts to turn ads into action, especially during promotional campaigns or new launches.
Tip: Pre-seed livestream announcements via ads on Xiaohongshu and Douyin.
3.2 Use Product Drops and Countdown Offers
Add urgency with flash drops, limited editions, or timed bundles tailored for livestream audiences.
Tactic: Combine scarcity with emotional appeal for maximum impact.
4. Support Paid Campaigns With Organic Influencer Content
4.1 Build a Library of Lifestyle Stories
Ask influencers to document their real use of the product—then use snippets in your paid ad creative.
Strategy: Cross-post on WeChat Channels, Douyin, and Tmall brand zone.
4.2 Encourage User Commentary and Q&A
High-performing ad content often includes screenshots of authentic comments and replies.
Pro Tip: Turn comment sections into part of the ad storytelling itself.
Case Study: A Nordic Skincare Brand Uses Livestreams to Drive Cross-Border Sales
The brand launched with Douyin ads directing users to a livestream featuring a bilingual KOL. After storytelling about the product’s origin and use, they offered a WeChat mini-program gift set exclusive to live viewers.
Result: 19,000+ concurrent viewers and a sell-through rate of 92% for featured SKUs.
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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