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Introduction
In China, B2B2C isn’t just a channel—it’s a strategy. By working with distributors, retailers, and influencers while keeping a layer of direct consumer control, overseas brands can scale without losing sight of engagement and retention. In this article, we explore how consultants help brands craft B2B2C systems that balance sales velocity with long-term brand value in the Chinese market.
1. Mapping the Ideal B2B2C Ecosystem
Retailer + E-Commerce + Influencer Mix
Consultants help brands combine digital-native retailers (e.g., JD third-party shops) with offline stores and influencer storefronts to broaden exposure.
Controlled SKU and Pricing Strategy
Brand teams maintain control over hero products, pricing windows, and key bundles—even as sales happen across multiple touchpoints.
2. Tech-Enabled Customer Capture and Engagement
Unified CRM Across Sales Channels
Consultants implement systems that capture users via QR codes, WeCom, or post-purchase surveys—even when sales happen through a third party.
Mini-Program Retargeting
After a sale through a retail partner, consumers are directed to the brand’s WeChat mini-program for onboarding, education, and retention flows.
3. Collaborative Brand-Building Campaigns
Shared Livestreams and Cross-Promotion
Consultants coordinate livestreams where both brand and channel partners appear, co-host, and share traffic-driving responsibilities.
Localized Campaign Calendar
Chinese holidays, regional events, and e-commerce festivals are aligned across all B2B2C partners—ensuring brand consistency in promotions.
4. Performance and Optimization
Partner Scorecards and Benchmarks
Each B2B2C partner’s performance is reviewed monthly against benchmarks—driving improvements in CRM opt-in, CS satisfaction, and repeat rates.
Data-Sharing Agreements and Privacy Compliance
To ensure data protection and CRM growth, consultants manage compliance and structure agreements for lead data usage.
Case Study: French Homeware Brand Unifies Online and Offline Channels
A French lifestyle brand selling through WeChat boutiques and RED affiliates built a unified B2B2C strategy. The consultant integrated POS sales with WeChat CRM and ran co-branded livestreams. As a result, CRM participation jumped 42%, and repeat sales from B2B2C-originated customers exceeded DTC channels by 19%.
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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