(Source: https://pltfrm.com.cn)
Introduction
While everyone fights over Tmall and Douyin, smart overseas brands are quietly dominating profitable niche platforms. Here are the rising stars you must evaluate for China sales in 2025.
- Xiaohongshu – The Trust & Conversion Machine
1.1 From Content to Checkout Upgrade 2025 rollout of “Number One Player” storefronts lets overseas brands accept direct orders with full data access. Average order value on Xiaohongshu rose 35% YoY.
1.2 Perfect for Beauty, Fashion, Travel, and Lifestyle brands. - Dewu (Poizon) – Streetwear & Trend Items
2.1 Authentication + Hype Model Over 120 million Gen-Z users; overseas streetwear and collectible brands routinely sell out drops in minutes. - Bilibili Membership Purchase & Cross-Border
3.1 ACG + Digital Native Brands Anime, gaming, and tech accessory brands are seeing 5–8× ROI on Bilibili shop integrations. - VIP International – High-Net-Worth Silent Giant
4.1 Invitation-Only Luxury Many overseas luxury and niche health brands now generate 30–40% of China revenue through VIP’s private traffic. - Case Study: Canadian Outdoor Apparel Brand’s Xiaohongshu Breakthrough
A Canadian performance outdoor brand ignored traditional platforms and went all-in on Xiaohongshu + Dewu in 2025. By posting authentic hiking content and limited drops, they achieved ¥120 million GMV with 62% gross margin in their first year, far outperforming competitors stuck on legacy platforms.
Conclusion
In 2025, the best platforms to sell in China are no longer just the biggest ones. Xiaohongshu, Dewu, Bilibili, and VIP International offer higher margins, stronger community, and less competition for the right overseas brands.
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
