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Introduction
China’s e-commerce sector is booming, and video advertising is at the heart of this revolution for overseas brands. With platforms like Tmall and JD.com integrating video to boost conversions, mastering the right formats is key to tapping into this lucrative market. This article reveals engaging video strategies that can elevate your brand’s presence in China’s digital economy.
1. Tutorial and How-To Videos
1.1 Educational Content
Tutorial videos demonstrating product use, such as a cooking appliance guide on Youku, build consumer confidence. Overseas brands can create step-by-step content in Mandarin, addressing common usage questions. This format positions the brand as a helpful resource, driving long-term loyalty.
1.2 Localized Scripting
Adapting scripts to include local cooking styles or traditions enhances relevance. For example, a kitchenware brand could showcase a recipe popular during Mid-Autumn Festival, connecting with cultural events.
2. Behind-the-Scenes Videos
2.1 Brand Transparency
Behind-the-scenes videos on platforms like Bilibili showcase production processes or company values. Overseas brands can highlight sustainable practices or artisan techniques, appealing to China’s growing eco-conscious consumers. This builds trust and differentiates the brand.
2.2 Storytelling Elements
Incorporating employee interviews or factory tours adds a human touch. A clothing brand could feature artisans at work, creating an emotional narrative that resonates with viewers.
3. Testimonial Video Ads
3.1 Authentic Reviews
Testimonial videos featuring real customers on Douyin provide social proof. Overseas brands can film satisfied users sharing their experiences, such as a parent praising a baby product. This format leverages word-of-mouth marketing, a powerful influence in China.
3.2 Diverse Representation
Including a range of demographics, like young professionals or seniors, broadens appeal. A health supplement brand could showcase testimonials from various age groups, reflecting diverse consumer needs.
4. Animated Explainer Videos
4.1 Simplifying Complex Ideas
Animated videos on WeChat explain complex products, such as tech gadgets, in an engaging way. Overseas brands can use vibrant animations and clear narration to break down features, making them accessible to all viewers. This format is ideal for products requiring education.
4.2 Cultural Customization
Adding culturally relevant humor or symbols, like a dragon for prosperity, makes animations stand out. A financial service brand could use this to explain investment options, aligning with local values.
Case Study: Scandinavian Home Goods Brand’s Rise
A Scandinavian home goods brand launched tutorial videos on Tmall, demonstrating furniture assembly with a local host. By adding animated explainers for complex designs, the brand achieved a 120% increase in sales over three months. This success underscored the power of educational and animated content in driving e-commerce growth.
Conclusion
Leveraging tutorial, behind-the-scenes, testimonial, and animated videos can transform how overseas brands engage China’s e-commerce audience. These strategies offer a pathway to success in a highly competitive market.
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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