(Source: https://pltfrm.com.cn)
Introduction
Direct-to-Consumer (DTC) models are redefining how brands grow in China. With tighter control over branding, pricing, and community building, overseas brands that implement effective DTC strategies are gaining speed, loyalty, and data. This article outlines the critical pillars for DTC success in China.
1. Platform Mix and Entry Strategy
1.1 Mini-Programs Over Standalone Sites
Chinese consumers don’t browse websites—they scan, share, and tap through mini-programs.
Execution: Launch your storefront inside WeChat or Alipay to stay within users’ native app ecosystems.
1.2 Tmall vs. DTC: When to Choose Both
Selling on marketplaces offers volume; DTC offers relationship and margin. Consider hybrid models with clear role separation.
Tip: Use marketplaces to drive discovery and your DTC to drive loyalty and cross-sell.
2. Driving Traffic with DTC-Centric Content
2.1 Content Hubs Within Mini-Programs
Include educational content, tips, and short videos within your DTC space—not just product pages.
Use Case: A sportswear brand launched “daily stretch” videos that were saved 5x more than product pages.
2.2 KOL and KOC Activation
Influencers should direct users to your brand-owned platforms via personalized codes, stories, or product diaries.
Strategy: Track ROI not just on traffic, but on retention and re-engagement.
3. CRM and Retention Framework
3.1 Multi-Tiered Member Strategy
Segment users into welcome, nurture, and VIP tiers—each with its own value proposition and campaign flow.
Execution: Send drip campaigns via WeChat, based on behavior: browse, buy, refer, or churn risk.
3.2 Lifecycle Messaging
Align CRM with Chinese holidays, gifting moments, and seasonal trends.
Pro Tip: Launch new SKU drops during 520, 11.11, or Summer Travel Season with early access for DTC customers.
4. DTC-Led Innovation
4.1 Test-and-Launch Models
Use DTC to run beta launches, co-creation programs, or limited edition drops before going wide.
Benefit: Reduces risk and creates buzz within your owned audience.
4.2 Bundling and Personalization
Bundle SKUs based on user data and allow custom messaging or gifting options.
Use Case: A tea brand offered “create-your-set” bundles based on stress, energy, or sleep—tripling AOV.
Case Study: A Canadian Nutrition Brand Uses CRM for Growth
The brand built a three-tiered WeChat CRM system with content tied to user intent (wellness, weight management, or beauty). By linking content to products through mini-program triggers, they increased repeat rate by 47% in 90 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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