(Source: https://pltfrm.com.cn)
Introduction
In China, sales don’t happen in silos. Consumers shift effortlessly between social platforms, e-commerce channels, and private domains—researching on Xiaohongshu, buying on Tmall, and following up on WeChat. For overseas brands, this fragmented journey requires a unified multichannel sales strategy that delivers consistent messaging, personalized engagement, and frictionless conversion. This article explores how leading brands are building flexible and scalable sales systems across China’s digital and offline ecosystems.
1. Architect a Cross-Channel Customer Journey
1.1 Align Content Strategy With Channel Purpose
Xiaohongshu builds aspiration, Douyin entertains and demonstrates, JD and Tmall transact, and WeCom retains. Design touchpoints that complement each other, not compete.
1.2 Build Handoffs Between Channels
Use tracking links, QR codes, and embedded store tabs to guide users from one platform to the next. For instance, move Xiaohongshu viewers to a Tmall listing via tagged posts.
2. Enable Operational Consistency Across Channels
2.1 Standardize Visuals and Product Narratives
Ensure branding, tone, and packaging remain cohesive across all platforms—even if promotions or product bundles vary. This maintains trust and recognition.
2.2 Unify Inventory and Logistics Management
Use third-party tech providers or ERP integrations to sync orders and stock across Tmall, JD, Douyin, and Mini Programs. Avoid overselling or delivery gaps that hurt customer satisfaction.
3. Activate Paid and Organic Levers Together
3.1 Mix Performance Ads With Social Buzz
Run performance ads through Tmall Zhitongche and JD Kepler, while also encouraging organic mentions on Douyin and Xiaohongshu to boost search relevance and traffic quality.
3.2 Retarget Across Platforms Using Unified Profiles
Use pixel and CRM data to retarget users across platforms—i.e., re-engage a Mini Program browser with a Douyin ad or follow up a livestream viewer via WeCom messages.
4. Use Data Loops to Refine Channel Roles Over Time
4.1 Track Channel Attribution for Key Metrics
Assign each channel a measurable outcome—conversion, traffic, engagement—and analyze attribution reports monthly to identify shifts in consumer behavior.
4.2 Optimize Based on Platform ROI
If JD outperforms in AOV, double down on bundles. If WeChat loyalty groups drive 2x repurchase rates, increase post-sale investment there. Let data guide resource allocation.
Case Study: U.S. Fitness Brand Grows Sales With Multichannel Funnel Strategy
A global fitness accessories brand launched in China with a multichannel strategy: product education via Xiaohongshu, video tutorials and live Q&A on Douyin, and sales through Tmall and Mini Programs. Post-sale, they engaged customers through WeCom for loyalty program participation and VIP offers. Their customer acquisition cost dropped by 28% after three months of optimization based on channel attribution data.
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!
