(Source: https://pltfrm.com.cn)
Introduction
China’s consumer journey is multi-layered, hyper-digitalized, and culturally unique. Brands that invest in detailed journey research — understanding every moment of influence and hesitation — achieve faster growth, higher loyalty, and better ROI. Here’s how overseas brands can master it.
1. Discovery Phase: From Passive Exposure to Active Interest
1.1 Algorithmic Content Surfacing
- Approach: Consumers often discover products passively through Douyin, Xiaohongshu, and Bilibili recommendation engines.
- Impact: Requires content that feels organic, not “advertorial,” to trigger curiosity.
1.2 Interest-Based Search
- Tactic: Xiaohongshu is increasingly used as a visual search engine for lifestyle discovery (e.g., “summer outfits,” “skincare routine”).
- Benefit: Optimizing for trend keywords drives visibility.
2. Consideration Phase: Building Trust Through Storytelling
2.1 Experience-Centric Reviews
- Method: Consumers value detailed user-generated content (UGC) that shares emotional or functional product experiences.
- Impact: Rich storytelling wins over simple feature listings.
2.2 Professional Validation Signals
- Plan: Integrate dermatologist recommendations, nutritionist approvals, or certified awards to reassure discerning buyers.
- Benefit: Accelerates trust at the research stage.
3. Purchase Phase: Creating Frictionless Conversions
3.1 “Zero-Click Purchase” Journeys
- Strategy: Allow users to purchase without ever leaving the discovery platform (e.g., Douyin direct checkout).
- Impact: Reduces abandonment due to friction.
3.2 Live Promotions and Countdown Mechanics
- Tactic: Use livestream-exclusive discounts and limited-time countdown banners to trigger faster decisions.
- Benefit: Leverages behavioral urgency triggers.
4. Post-Purchase Phase: Turning Buyers into Advocates
4.1 Personalized Thank You and Follow-Up
- Approach: Send personalized post-purchase messages via WeChat or SMS, offering loyalty points or tips for usage.
- Impact: Enhances satisfaction and retention.
4.2 Advocacy Through UGC Challenges
- Plan: Launch “Share Your Story” campaigns inviting customers to post about their experience for rewards.
- Benefit: Amplifies peer-driven brand marketing.
Case Study: A Canadian Outdoor Brand’s Journey-Focused Strategy
A Canadian hiking gear brand mapped China’s outdoor enthusiast decision journey: discovery via Xiaohongshu hiking communities, consideration via Douyin tutorial videos, purchase through Tmall, and advocacy via WeChat challenges. This full-journey synchronization boosted their annual China sales by 270%.
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!
