(Source: https://pltfrm.com.cn)
Introduction
China’s Gen Z is rewriting the rules of engagement. This mobile-first generation seeks realness over polish, individuality over mass appeal, and interaction over one-way messaging. For overseas brands looking to build a foothold in China, understanding the habits and expectations of Gen Z is crucial. This article outlines how to create campaigns and digital experiences that connect deeply with this audience across China’s top platforms.
1. Make Your Brand Feel Like a Community
1.1 Build Private Domain Spaces
Chinese Gen Z users are active in private group chats, mini-communities, and brand clubs on WeChat and QQ. Establish invite-only WeCom groups, gated content hubs, or loyalty clubs that offer early access, exclusive gifts, or participation in new launches.
1.2 Use Two-Way Feedback Loops
Gen Z expects a say. Run polls in Douyin Stories, launch “vote for our next product” posts on Xiaohongshu, or offer user surveys with rewards. This creates a sense of ownership and emotional investment.
2. Prioritize Social Commerce Integration
2.1 Let Content and Commerce Blend Seamlessly
On platforms like Douyin and Xiaohongshu, content isn’t separate from commerce—it’s the same thing. Integrate product tags into storytelling, embed Mini Program stores in posts, and enable native checkout so Gen Z can buy without friction.
2.2 Use Livestreams for Storytelling, Not Just Sales
Gen Z treats livestreams like entertainment. Rather than hard selling, build shows around themes—”a day in the life of a creator using our product” or “how our tool powers Gen Z creators.” Let the product support the story, not drive it.
3. Highlight Personalization and Play
3.1 Gamify Your Offering
Interactive features—quizzes, points systems, avatar customization—are extremely effective. SaaS apps can offer personalized dashboards, while fashion brands can roll out filters for users to “try on” new looks.
3.2 Let Users Customize Their Journey
Offer UI and content choices that reflect personal taste. Gen Z users value experiences that feel tailored, even in subtle ways like push notification tone or homepage layouts in a Mini Program.
4. Collaborate with Gen Z Creators and Micro-KOLs
4.1 Prioritize Real Over Famous
Nano and micro-influencers often outperform celebrities when targeting Gen Z. They bring relatability and niche authority—especially for wellness, digital tools, and beauty. Choose those who speak the same visual and emotional language as your target audience.
4.2 Co-Create Instead of Sponsor
Involve creators in idea generation. A SaaS brand might let Bilibili vloggers beta-test a feature and create user feedback videos. This makes the product part of their identity, not just a placement.
5. Case Study: U.S. Streetwear Brand Goes Viral With Gen Z
A U.S. streetwear label looking to reach Gen Z launched a co-creation campaign on Xiaohongshu, inviting users to design digital jacket patches using an online tool. Winners got their designs produced and featured in a Douyin pop-up store livestream. The campaign also featured behind-the-scenes videos on Bilibili. The result: 20K UGC submissions, a 6x spike in Douyin followers, and 90% sell-through on limited edition items in 72 hours.
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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