(Source: https://pltfrm.com.cn)
Introduction
When entering China’s digital ecosystem, brands often face a tough decision: which ads will actually work? With a dizzying array of formats—from interactive livestreams to Baidu keyword PPC—it’s essential to align your ad type with both your product category and the digital habits of your target audience. In this article, we guide overseas brands through the process of identifying the most effective ad formats for their goals in the Chinese market.
1. Identify Your Brand’s Primary Goal in China
1.1 Brand Launch vs. Sales Push
For new market entry, prioritize awareness formats like Douyin splash ads, WeChat Moments, and Xiaohongshu KOL partnerships. For sales conversions, focus on targeted display, retargeting, and mini program call-to-action banners.
1.2 B2B vs. Consumer Sales Funnel
Consumer brands benefit from visually rich ads, while B2B companies may lean on Baidu PPC, industry content ads, or lead generation tools integrated with WeCom.
2. Understand Platform Strengths and Ad Features
2.1 Douyin and Xiaohongshu: Visual and Viral
Douyin excels at storytelling and user engagement, ideal for launching visually compelling products. Xiaohongshu supports product seeding with trusted KOL content in a review-based format.
2.2 WeChat and Baidu: Searchable and Transactional
Use WeChat ads to drive users into private domain traffic like mini programs. Baidu PPC works best for products with existing demand or educational search volume.
3. Factor in Budget and Campaign Length
3.1 Splash Ads vs. Feed Ads
Splash ads offer high visibility but come with premium pricing. For sustained impact, run feed-based ads (e.g., Douyin For You feed or WeChat Moments) with continuous optimization.
3.2 Influencer Ads vs. Programmatic Display
KOL ads may offer trust and reach but require manual negotiation. Programmatic ads offer scalability and performance tracking, especially for SaaS or tech products.
4. Combine Ad Types for Cross-Funnel Optimization
4.1 Upper + Mid Funnel Alignment
Start with broad visibility using Douyin or Toutiao video ads, then capture interest via remarketing banners or keyword-based Baidu ads for mid-funnel conversion.
4.2 CRM Integration and Conversion Funnels
Tie ad interactions back to WeCom or mini programs. Follow up on clicks with personalized messages and offers using CRM segmentation.
Case Study: German Tech Brand Aligns Channel Choice with Buyer Journey
A German electronics brand segmented its strategy by funnel stage. They used Douyin to drive top-funnel interest through influencer-led demonstrations. Clickers were retargeted via WeChat with a time-sensitive discount and redirected to a mini program to complete the purchase. This coordinated approach increased sales by 60% within 30 days and helped grow their private domain traffic base by over 40,000 users.
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!
