(Source: https://pltfrm.com.cn)
Introduction
Retail in China moves fast—and so must your sales channel strategy. With new platforms, consumer behaviors, and purchasing formats constantly emerging, overseas brands must design agile, omnichannel plans that meet shoppers wherever they are. Here’s how.
1. Define Your Brand’s Channel Role
1.1 Hero Channel Strategy
Focus efforts on 1–2 high-impact channels that match your brand’s core strengths and audience.
Tip: A skincare brand may thrive on Xiaohongshu and livestreams; a supplement may lean into Tmall + WeChat combo.
1.2 Differentiated Channel Positioning
Your brand should look and feel slightly different across each channel to reflect the platform’s audience.
Use Case: A beverage brand positioned as “health-focused” on JD and “lifestyle-enhancing” on Douyin.
2. Integrate Online and Offline Channels
2.1 Drive-to-Store via Social
Use influencer videos and livestreams to promote offline trials, samples, or redemption codes.
Strategy: QR-based digital offers tied to physical retail events boost both traffic and data capture.
2.2 Offline Events for CRM Growth
Use retail locations to acquire WeChat followers and convert offline buyers into repeat DTC customers.
Execution: Incentivize QR scans with mini-program discounts or loyalty unlocks.
3. Manage Retail Partners with Brand Alignment
3.1 Choose Retailers That Match Your Positioning
Luxury brands should partner with select department stores or boutique stores—not discount chains.
Advice: Build a checklist of brand environment, target audience, and competitor mix before selecting retail partners.
3.2 Support Local Store Teams
Provide ready-to-use POS materials, seasonal displays, and cross-platform training.
Tip: Include WeChat CRM triggers at the point of sale for deeper engagement.
4. Experiment, Measure, and Scale
4.1 Agile Channel Testing
Start small with pilot campaigns across platforms or cities before scaling up.
Tactic: Test 3 SKUs on Xiaohongshu before committing to full Tmall integration.
4.2 Real-Time Performance Review
Set KPIs per channel—engagement, CTR, bounce rate, unit velocity—and adjust every quarter.
Pro Tip: Build a channel matrix dashboard to compare ROI across ecosystems.
Case Study: A Nordic Personal Care Brand Integrates Channels for ROI
Starting on Xiaohongshu and JD, the brand built visibility through KOC seeding. They added WeChat retail pop-ups during gifting season and used offline trials to boost CRM growth.
Their 60-day multi-channel campaign generated a 3.8x return on ad spend.
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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