(Source: https://pltfrm.com.cn)
Introduction
For foreign companies, breaking into China’s digital marketplace requires more than localization—it requires strategic transformation. With different digital ecosystems, unique shopping behaviors, and tight regulatory frameworks, success hinges on building campaigns designed specifically for China’s platforms and consumers. This article outlines key steps foreign companies should take to succeed digitally in China.
- Establish Foundational Infrastructure for Trust and Visibility
Foreign companies should begin with the legal and platform setup. First, securing the brand’s name and intellectual property through China’s trademark office is essential to prevent copycats and protect long-term brand equity. Then, companies must register and verify official brand presences on local platforms such as WeChat, Douyin, and RED, establishing initial visibility and trust.
Additionally, optimizing for Baidu is critical. This includes translating and localizing website content with Chinese-language keywords to enhance local SEO rankings. In tandem, launching Baidu SEM campaigns ensures that foreign brands appear at the top of relevant search results, increasing exposure and qualified traffic.
- Adapt Brand Positioning for Local Resonance
Effective localization requires cultural alignment. Brands should connect their core value proposition to themes important in Chinese society, such as family values, wellness, or prosperity. Aesthetic presentation matters as well—using bold visuals, gold or red tones, and imagery tied to local symbolism can greatly increase emotional relevance.
Moreover, foreign companies should build local trust through endorsements and testimonials. Partnering with respected influencers (KOLs) within the target vertical brings credibility, while showcasing unboxing videos and peer reviews on lifestyle platforms like RED adds community validation to the brand.
- Launch Platform-Specific Campaigns
To achieve discovery and brand familiarity, companies should focus on Douyin and RED. Publishing short-form videos that entertain or educate, as well as seeding products through micro-influencers, helps generate buzz and establish relevance within specific lifestyle categories.
For retention, WeChat is a vital asset. Through gamified mini-programs, brands can encourage engagement, drive purchases, and create recurring interactions. Simultaneously, managing CRM through VIP chat groups and direct push notifications supports customer loyalty and builds a repeat purchase base.
- Build Feedback and Retargeting Loops
Monitoring user engagement is crucial. Companies should use sentiment analysis tools to track public opinion, keyword associations, and trending themes. On customer service fronts, offering real-time responses through website live chat or WeChat support accounts enhances user trust.
Retargeting is also key. Companies should run cart abandonment campaigns using Baidu and WeChat ads to re-engage users who didn’t complete purchases. Additionally, segmenting retargeting campaigns based on livestream attendance, content interaction, or product page visits ensures personalized follow-ups that drive conversion.
Case Study: German Organic Snack Brand Builds Baidu-to-WeChat Funnel
A German organic food company created a Baidu SEM campaign to attract local traffic, then retargeted via WeChat mini-programs offering trial packs. Repeat purchase rate increased by 54% within three months.
Conclusion
Foreign companies entering China’s digital ecosystem must build from the ground up—adapting every campaign layer to China’s platforms, users, and culture. With the right digital foundation and growth roadmap, foreign companies can compete and scale in the world’s most dynamic online 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!
