(Source: https://pltfrm.com.cn)
Introduction
Breaking into China’s competitive consumer market is a major opportunity—and a major challenge. For overseas brands, a clear sales strategy is the foundation for navigating regulatory, cultural, and platform complexities. This article outlines the proven sales strategies that help brands enter the Chinese market effectively.
1. Define Your Entry Model: Direct vs. Partner-Led
1.1 DTC-Led Launch for Control
Launching through owned channels—like a WeChat mini-program or Tmall Global store—offers branding and pricing control.
Tip: Best for brands with strong online content and logistics readiness.
1.2 Distributor or Marketplace Partner Model
Ideal for fast scaling and localization support, especially for brands without in-market infrastructure.
Strategy: Vet partners for category expertise, marketing alignment, and data transparency.
2. Localize Product and Messaging Before Entry
2.1 Functional and Emotional Fit
Don’t assume your best-selling products will resonate the same way in China. Match product to usage habits and emotional needs.
Use Case: A snack brand reformulated for “light, guilt-free indulgence” to match local wellness trends.
2.2 Messaging Frameworks
Craft product messaging in Mandarin, anchored on local benefits—like skin brightening, work focus, or shared joy.
Pro Tip: Test multiple headlines across Douyin or Xiaohongshu ads pre-launch.
3. Platform Selection Based on Category Fit
3.1 Ecosystem Alignment
Each sales platform serves a different role: Tmall for scale, Xiaohongshu for discovery, Douyin for impulse.
Tactic: Map your category’s typical journey and match the platform to the shopper mindset.
3.2 Staggered Rollout
Don’t launch everywhere at once. Start with one or two high-fit channels, then expand based on performance and CRM growth.
Advice: Begin where your audience already shops and engages.
4. Build Private Domain Sales Channels Early
4.1 CRM From Day One
Collect contacts from every touchpoint: QR scans, purchases, comments. Feed them into your WeChat CRM.
Execution: Automate welcome sequences, nurture flows, and exclusive offers for early adopters.
4.2 Community-Led Growth
Turn early buyers into advocates. Offer ambassador kits, gifting campaigns, or member events.
Use Case: A pet care brand grew from 500 to 12,000 WeChat subscribers by rewarding referral posts.
Case Study: A Scandinavian Home Goods Brand Uses a Hybrid Entry Model
The brand launched on Tmall Global while simultaneously building a WeChat mini-program for content-rich storytelling. They partnered with a local logistics provider for fast delivery and offered community incentives via QR packaging.
Result: 3x above-industry conversion rate in the first 60 days.
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
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