(Source: https://pltfrm.com.cn)
Introduction
China’s DTC market is a unique blend of speed, intimacy, and mobile-first behavior. For overseas brands, success means mastering not just logistics—but relationships. This article dives into how DTC models in China are built to scale with performance, personalization, and retention at the core.
1. Laying the Foundation for DTC
1.1 Brand Narrative Control
Use DTC as the channel to define your tone, visuals, and emotional promise—without interference from distributors or marketplaces.
Strategy: Build a visual identity guide optimized for mobile screens and short-form storytelling.
1.2 Cross-Platform Funnel Planning
The Chinese consumer journey spans multiple platforms. Your DTC must be part of that journey—not isolated from it.
Tip: Drive traffic from Douyin, Xiaohongshu, and Bilibili into gated DTC experiences via QR codes and exclusive offers.
2. Personalization at Scale
2.1 Behavior-Based Automation
Use CRM systems to automate journeys based on behavior: viewed but didn’t buy, repurchased in 30 days, inactive 14 days.
Execution: Map use-case triggers (sleep, fitness, parenting) to specific campaigns.
2.2 Personal Touch in DTC Packaging
Add hand-written notes, themed inserts, or micro-rewards in packaging to build emotional connection.
Pro Tip: Encourage unboxing videos and social sharing through small surprise-and-delight moments.
3. Monetizing Private Traffic
3.1 Group-Based Selling
Create high-engagement WeChat groups managed by brand reps who guide, educate, and entertain.
Use Case: A cosmetics brand ran weekly livestreams inside WeChat groups, converting 27% of attendees.
3.2 Repeat Purchase Architecture
Design your DTC flow for subscription, bundle refresh, or “reorder in 3 taps” convenience.
Strategy: Promote time-sensitive offers with countdown timers inside mini-programs.
4. Leveraging Data for Iteration
4.1 SKU Optimization
Analyze high-performing bundles, skipped items, and reorder lag to inform new product development.
Tactic: Run monthly DTC performance reviews across channel, product, and messaging.
4.2 DTC as an Innovation Lab
Your owned channel is the best place to test new ideas—from influencer-designed packaging to AI product suggestions.
Benefit: Low-cost testing with high insight return.
Case Study: A French Perfume Brand Scales DTC With Local Innovation
The brand launched “scent-match quizzes” in their WeChat mini-program that recommended bundles based on personality. Over 60,000 quizzes were completed in two weeks, and personalized sets had a 71% higher AOV.
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!
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