(Source: https://pltfrm.com.cn)
Introduction
China’s digital ecosystem is unlike any other—fragmented across super-apps, social commerce, and platform ecosystems. For overseas brands, a winning sales funnel strategy means mapping user journeys across platforms and controlling conversions with data-driven touchpoints. In this article, we explore how consultants help overseas brands build full-funnel strategies—from awareness to retention—optimized for Chinese consumer behavior.
1. Funnel Mapping by Platform and Persona
Top of Funnel: RED and Douyin for Discovery
Brands use RED influencers and Douyin ads to generate awareness, capture early interest, and funnel users into CRM.
Mid Funnel: Tmall, Mini-Programs, and Livestreams
Product detail pages, mini-program offers, and educational livestreams guide potential buyers toward conversion with trust and urgency.
2. Funnel-Integrated CRM and Retargeting
Multi-Channel CRM Entry Points
QR codes, on-page opt-ins, and post-purchase invitations bring users into private domain CRM from across the funnel.
Behavior-Based Retargeting Flows
Users who pause at the mid-funnel are retargeted via WeCom, SMS, or RED ads—triggering personalized follow-ups based on interest.
3. Funnel-Aware Creative and Messaging
Content Aligned to Funnel Stage
Consultants create funnel-stage content—UGC and reviews for discovery, expert tutorials for consideration, and case studies for conversion.
CTA Variation for Funnel Positioning
Top-funnel CTAs focus on sampling or following, while mid-funnel CTAs drive add-to-cart, and bottom-funnel copy emphasizes scarcity or offer windows.
4. Performance Analysis and Funnel Optimization
Drop-Off Mapping Across Platforms
Each stage is monitored for friction points—e.g., high add-to-cart, low conversion—and optimized via UX, offer, or messaging changes.
A/B Testing by Funnel Segment
Separate tests are run at each funnel level—allowing brands to iterate precisely and avoid wasting resources on blanket changes.
Case Study: UK Men’s Skincare Brand Builds a Funnel-First China Strategy
Launching on Douyin and RED, a UK grooming brand built a sales funnel starting with KOL videos, mid-funnel Tmall conversion, and CRM-linked follow-ups. A consultant mapped drop-off points and optimized the mini-program with urgency messaging. Conversion rates grew by 44%, and CRM-based sales accounted for 36% within three months.
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!
info@pltfrm.cn
www.pltfrm.cn
