(Source: https://pltfrm.com.cn)
Introduction
As international brands look to expand into the Chinese e-commerce market, strategic partnerships are increasingly becoming a key success factor. By leveraging collaborations with local influencers, platforms, and other brands, overseas businesses can unlock immense growth potential. This article explores the strategies behind successful cross-promotion in Chinese e-commerce and how businesses can effectively utilize them.
1. Partnering with Local Influencers
1.1 Identifying Key Influencers
In China, influencer marketing holds significant sway. Identify influencers who resonate with your target demographic, ensuring their following matches your brand’s values. Use platforms like WeChat and Douyin to find influencers with authentic engagement.
1.2 Creating Mutually Beneficial Content
Collaborate on content that speaks directly to the audience’s needs. For example, joint livestreams or co-branded campaigns can drive interest and build credibility. Influencers can help bridge the gap between your brand and the Chinese consumer, offering credibility and local appeal.
2. Collaborations with E-Commerce Giants
2.1 Tmall and JD.com Alliances
Partnering with major platforms like Tmall or JD.com allows brands to tap into vast customer bases and benefit from the platforms’ cross-promotion tools. Take advantage of platform-driven promotional events such as Singles’ Day to boost visibility.
2.2 Benefits of Platform-Specific Features
Platforms like Tmall offer tools like “super brands day” or joint advertisements that feature multiple brands together. These shared events attract massive traffic and allow smaller brands to benefit from the established trust consumers have in these platforms.
3. Working with Complementary Brands
3.1 Cross-Promotional Campaigns
Working with a brand that targets a similar demographic but offers different products allows you to expand your reach without competing for the same market. For example, a cosmetics brand collaborating with a skincare brand can jointly promote a beauty bundle, boosting both sales.
3.2 Expanding Product Awareness
Brands in complementary industries can offer bundles or discounts that give consumers an incentive to purchase multiple items. This strategy increases the average order value (AOV) while improving customer retention.
4. Using Localized Content for Greater Engagement
4.1 Tailored Messaging
To build engagement, create campaigns that speak to the local culture. Integrate elements from Chinese holidays, traditions, or societal trends to build more meaningful relationships with the target audience.
4.2 Localization in Social Media Marketing
Content should be adapted to Chinese platforms like Weibo and Douyin. Incorporating local aesthetics, humor, and language ensures that your messages resonate with Chinese consumers. Highlight local influencers and trends to ensure that your campaign is both relevant and relatable.
Case Study: Yunnan Baiyao and JD.com
Yunnan Baiyao, a traditional Chinese medicine company, leveraged JD.com’s cross-promotion system to increase its market presence. By partnering with other health-related brands, they gained access to JD’s promotional campaigns, increasing their customer base significantly during the holiday season.
Conclusion
Cross-promotion in Chinese e-commerce is a powerful way for international brands to boost visibility and market penetration. By partnering with local influencers, platforms, and complementary brands, businesses can quickly establish a footprint in the competitive Chinese 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!
