(Source: https://pltfrm.com.cn)
Introduction
China’s digital economy is inherently multichannel. Consumers don’t just browse on one platform and purchase on another—they discover, compare, consult, and convert across a fragmented ecosystem of e-commerce giants, social media apps, private domains, and offline stores. For overseas brands, succeeding in this environment means designing a cohesive, integrated multichannel sales strategy that mirrors the way Chinese customers shop. This article outlines how top global brands are building high-performance sales blueprints across platforms in China.
1. Define the Role of Each Channel in the Funnel
1.1 Assign Discovery, Education, and Conversion Roles
Douyin and Xiaohongshu drive discovery. WeChat builds relationships. Tmall and JD enable transactions. Map the purpose of each channel in your user journey and align content accordingly.
1.2 Build Channel Bridges With Seamless Integration
Use QR codes, in-app store links, and cross-promotion to move users fluidly between platforms. For example, push Xiaohongshu users to your Douyin livestream, or link Douyin comments to your Mini Program store.
2. Customize Product and Pricing Strategy by Platform
2.1 Create Platform-Specific Product Bundles
Offer unique bundles or formats per channel to reduce direct price comparisons and encourage exploration. For instance, a WeChat-only bundle may include added-value services or gifts.
2.2 Adjust Pricing Models to Match Consumer Behavior
On Pinduoduo, price sensitivity is high—drive sales with group discounts. On Tmall, premium positioning justifies higher price points if tied to gifting or exclusive packaging.
3. Align Content, Timing, and Promotions Across Touchpoints
3.1 Develop a Multichannel Content Calendar
Plan major campaigns (like Double 11 or 618) with platform-specific executions that ladder up to a shared theme—ensuring synergy while adapting to format norms.
3.2 Synchronize Promotions for Greater Impact
Instead of isolated discounts, run synchronized offers across WeChat, Tmall, and JD. Use countdown banners and teaser posts to create unified momentum.
4. Build a Feedback Loop With Data Unification
4.1 Aggregate Customer Data Across Platforms
Use CDPs or marketing automation tools to track how customers behave across different sales channels. Segment users by platform origin, conversion history, and engagement type.
4.2 Use Insights to Refine Channel Roles and Tactics
If Douyin leads generate higher AOV, prioritize more budget there. If Mini Program users convert faster, shift more retargeting there. Let performance shape strategy.
Case Study: Australian Skincare Brand Scales With Multichannel Integration Strategy
An Australian skincare company entered China with a multichannel launch plan: they used Xiaohongshu for awareness, Douyin for tutorial-style discovery, and Tmall for conversion. A WeChat Mini Program supported loyalty and CRM post-sale. They used CDP tools to unify customer insights and personalize retargeting campaigns. Within six months, they had a 4.2x return on ad spend and a 48% repeat purchase rate across platforms.
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!
