(Source: https://pltfrm.com.cn)
Introduction
China’s advertising ecosystem is a universe of its own—hyper-digital, mobile-first, and driven by platforms unlike any in the West. For overseas brands, success requires rethinking ad formats, content styles, and audience targeting. From Baidu to Douyin to WeChat, each channel offers distinct rules. In this article, we share actionable tips to help overseas brands craft compelling, localized ad campaigns that convert.
1. Adapt Your Message to Platform Expectations
1.1 WeChat for Relationship-Focused Campaigns
Ads on WeChat Moments should resemble high-quality native content. Use emotional storytelling or educational angles that create conversations. Complement paid ads with Mini Program functions, such as coupon claims or product trials.
1.2 Douyin for Scroll-Stopping Visuals
Douyin users expect punchy, engaging content. Use vertical video with quick edits, localized humor, trending audio, and native captions. Add in-video CTAs such as “Swipe Up to Try” or “Scan to Claim” to drive immediate action.
2. Localize Language, Tone, and CTA
2.1 Use Culturally Native Copywriting
Avoid direct translations. Instead, use professional copywriters who understand slang, seasonal references, and consumer trends. Even small nuances—like using “秒杀” (flash sale) instead of “discount”—can boost clickthrough rates.
2.2 Build Urgency with Platform-Specific CTAs
Chinese users are highly responsive to time-limited offers. Use phrases like “限时领券” (limited-time coupon) or “抢先体验” (early access) in bold fonts or stickers. Make CTAs clear and action-oriented across every format.
3. Diversify Your Ad Strategy by Platform Role
3.1 Combine Search and Display
Use Baidu search ads for intent-driven targeting (e.g., SaaS, education, finance) and display ads on Tencent or Toutiao for visual storytelling. These work best when combined into a funnel—clicking a Baidu ad can redirect to a branded WeChat article for nurturing.
3.2 Sync Online and Offline Tactics
Pair QR code-based ads in offline retail with social ads online. A cosmetics brand might run in-store displays with scannable Douyin coupons, then retarget those users with WeChat ads offering appointment bookings.
4. Invest in KOL and Social Commerce Ads
4.1 Co-Create With Micro-Influencers
KOL marketing is not just influencer shout-outs—it’s content integration. Partner with mid-tier creators to produce videos, livestreams, or social posts that tie directly into your paid ad strategy, especially for lifestyle or SaaS use-case walkthroughs.
4.2 Use Livestream Ads Strategically
Douyin and Taobao Live allow ad placements inside or alongside live broadcasts. For product launches, placing ads before or during a high-traffic KOL livestream maximizes exposure and social proof.
5. Case Study: French Kitchenware Brand’s Advertising Breakthrough
A French kitchen appliance company struggled to drive sales in China despite quality products. They revised their ad strategy with PLTFRM’s help: Baidu ads targeted search queries like “健康煮食机” (healthy cooking machine), Douyin ads showcased local influencers using the product in viral recipes, and WeChat campaigns offered redemption-based discounts via QR. Within 90 days, the brand tripled its ad ROI and entered the top three brands in its Tmall subcategory.
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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