(Source: https://pltfrm.com.cn)
Introduction
With China’s holiday shopping festivals turning into mega retail events, discounting has become a sophisticated tool—not a race to the bottom. For overseas brands, success lies in deploying structured, culturally relevant, and data-informed discount strategies that engage consumers without undermining brand positioning. This article uncovers how brands fine-tune their holiday discounting for maximum reach, conversion, and long-term loyalty.
1. Strategic Discount Timing Across Holiday Phases
1.1 Pre-Event Engagement Discounts
Offer exclusive “pre-launch” discounts 7–10 days before the major event (e.g., Singles’ Day). This creates buzz and allows for stock clearance or inventory validation ahead of the peak.
1.2 Post-Peak Retargeting Deals
Follow up with post-event offers targeting those who browsed but didn’t buy. These retargeting coupons via Douyin or WeChat help convert cold leads after the main sales event.
2. Gamified Discounts to Drive Engagement
2.1 Group Buying Mechanics
Use group-buy discounts on platforms like Pinduoduo or in Mini Programs, where users unlock lower prices by inviting friends. This drives viral sharing while lowering CAC.
2.2 Lucky Draw and Instant Win Discounts
During holiday campaigns, offer random coupon draws for visitors to your store. These gamified elements boost dwell time, engagement, and emotional attachment to the brand experience.
3. Influencer-Led Pricing Activations
3.1 Countdown Lives with Tiered Discounts
Partner with influencers to host countdown livestreams with price reveals every 15 minutes. Tiered discounts hold audience attention longer and drive faster conversions in real time.
3.2 Code-Revealed Only in Streams
Distribute special discount codes exclusively through livestream or video content, rewarding engagement and building scarcity for higher-value products.
4. Value-Stacked Offers That Highlight Brand Strength
4.1 Discount + Gift Combinations
Instead of a raw price drop, combine moderate discounts with high-perceived-value gifts—such as accessories, samples, or digital bonuses. This increases perceived savings while protecting brand pricing.
4.2 Seasonal Packaging as Part of Discount Offer
Offer limited-edition festive packaging as part of your holiday deal, turning ordinary discounts into collectible or gift-ready purchases—especially effective for premium segments.
Case Study: American Supplements Brand Activates Gamified 618 Campaign
For the 618 shopping festival, an American nutrition brand used a layered discount strategy: a flash sale countdown, influencer-led livestreams with hidden coupon codes, and a lucky draw campaign offering 5–100 RMB discounts. The brand also bundled purchases with red-and-gold gift packaging for Dragon Boat Festival. The campaign doubled their WeChat store conversion rate and earned a 3.8x ROI across digital ads.
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!
