(Source: https://pltfrm.com.cn)
Introduction
China’s e-commerce giants—Tmall Global, JD Worldwide, and Pinduoduo—offer unparalleled reach, but standing out on these platforms takes more than just uploading your catalog. Overseas brands must adopt marketplace-specific tactics that combine localization, technology, and consumer engagement to thrive in China’s competitive digital economy. Here’s how to unlock sustained growth.
1. Align with the Right Sales Model
1.1 Flagship Store vs. Distributorship
On Tmall and JD, brands can either operate their own flagship store or partner with authorized resellers. Flagship stores offer greater brand control and data access, while distributorship lowers the operational burden.
1.2 Pinduoduo’s C2M Fit
Pinduoduo supports a Consumer-to-Manufacturer (C2M) model that benefits cost-efficient, mass-production brands. It’s ideal for products with simple value propositions and high purchase frequency.
2. Implement Strong Conversion-Driven Content
2.1 Visual Demonstrations via Livestreaming
Livestreaming is now a baseline expectation, especially on Tmall and Pinduoduo. Invest in a local livestream host who can engage audiences with storytelling, usage demos, and flash giveaways.
2.2 Customer Reviews and Social Proof
After-sales engagement is vital. Encourage happy customers to leave reviews and upload usage videos or photos. These assets significantly impact conversion, especially for imported products.
3. Local Payment and Customer Experience Optimization
3.1 Seamless Payment Integration
Alipay and WeChat Pay are dominant. Platforms like JD also support JD Pay. Ensure your brand supports all local payment options for a frictionless checkout process.
3.2 24/7 In-Language Customer Support
Chinese consumers expect quick, native-language responses. Consider outsourcing to platform-integrated support teams or using AI chatbots tailored for Mandarin.
4. Leverage Influencer and Social Commerce Tactics
4.1 Collaborate with Chinese KOLs and KOCs
Engage niche influencers on Douyin and Xiaohongshu to drive external traffic to your store. Many platforms reward external social traffic with higher in-platform visibility.
4.2 UGC and Loyalty Rewards
Run campaigns that incentivize customers to post UGC (user-generated content) with platform coupons or membership perks. This builds both trust and repeat purchases.
5. Case Study: French Skincare Brand Wins on Pinduoduo
A French natural skincare brand tapped into Pinduoduo’s growing urban female demographic. By combining C2M-friendly bundling, local packaging redesign, and livestreaming with a Chinese influencer, they generated over 80,000 units sold in their first 60 days. Their Pinduoduo-exclusive pricing strategy helped them outcompete both domestic and international rivals in the same category.
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!
