(Source: https://pltfrm.com.cn)
Introduction
In China’s fiercely competitive holiday retail calendar, discounts are no longer just incentives—they’re part of an orchestrated sales strategy. From 11.11 to Lunar New Year, successful overseas brands use smart discount frameworks tailored to local behavior, platform mechanics, and emotional triggers. This article breaks down the tactics that move the needle—from gamified coupons to CRM-driven offers—and how brands can apply them effectively across Chinese e-commerce ecosystems.
1. Time-Based Discount Triggers for Maximum Impact
1.1 Countdown Deals to Create Urgency
Holiday promotions featuring hourly flash sales or “limited 100 units” triggers drive urgency and impulse purchases. Platforms like JD.com and Pinduoduo reward such velocity-driven strategies with better visibility.
1.2 Night-Time Discount Drops
Chinese consumers often shop after work or late at night—especially during holiday sales. Launching deeper discounts between 8PM–12AM can optimize traffic-to-conversion ratios during peak digital hours.
2. Dynamic Couponing Through Digital Channels
2.1 CRM-Driven Personal Coupons
Segmented discounts via SMS, email, or Mini Program notifications allow brands to tailor offers based on user behavior—like past purchase categories or inactivity periods. Personalized discounts increase open rates and conversions.
2.2 Platform-Pushed Vouchers
On Tmall and JD, brands can create co-funded coupons (e.g., ¥50 off ¥399) that are promoted on platform-wide banners. These deals benefit from massive holiday traffic and enhanced discoverability.
3. Bundled Offers That Reinforce Gifting Culture
3.1 Gifting-Ready Bundles
Especially around Chinese New Year or Valentine’s Day (520), bundles that include wrapping, personalized notes, or “buy one gift one” offers align with gifting traditions and boost appeal.
3.2 Family and Multi-Pack Discounts
Offer multi-unit discounts targeting family gifting—such as “buy 3 get 1 free”—to drive volume. This works well in wellness, skincare, and F&B categories.
4. Strategic Discounts Without Eroding Brand Value
4.1 Use Value-Add, Not Just Price Cuts
Instead of slashing prices, offer holiday bonuses such as free samples, exclusive access, or digital memberships. These preserve brand equity while delivering value.
4.2 Tiered Pricing Based on Loyalty
Brands use loyalty tiers—like bronze, silver, gold membership discounts—to offer rewards during holidays. This gamifies engagement and deepens long-term retention without mass devaluation.
Case Study: French Haircare Brand Uses CRM Discounts to Spark New Year Sales
Ahead of Chinese New Year, a French haircare company offered ¥40 off coupons to inactive customers via WeChat CRM, while loyal buyers received bundled sets with free travel-size products. They used Mini Program-exclusive flash sales from 10PM–midnight with countdown timers to capture peak shopping hours. The result: a 220% increase in returning customer rate and a 4.6x uplift in campaign ROI.
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!
