(Source: https://pltfrm.com.cn)
Introduction
China’s subscription market offers immense potential for overseas brands, but unlocking revenue growth requires a deep understanding of local consumer behavior and digital trends. With more than a decade of expertise in helping brands localize in China, we’ve seen firsthand what drives subscription success. This article shares proven methods to boost your subscription revenue by aligning with China’s unique market dynamics and consumer expectations.
1. Focusing on Community Building
1.1 Social Media Groups
Create WeChat groups for subscribers to share experiences and tips about your service. For example, a fitness subscription might host weekly challenges in the group. This fosters a sense of belonging and encourages renewals.
1.2 User-Generated Content
Encourage subscribers to share their experiences on RED or Douyin, offering incentives like discounts for posts. A beauty subscription could run a hashtag campaign for users to showcase their routines. This builds trust and attracts new subscribers.
2. Streamlining Onboarding for Chinese Users
2.1 Simplified Sign-Up
Design a sign-up process that’s quick and mobile-friendly, with Mandarin instructions. Avoid complex forms—use WeChat login options to reduce friction. A seamless onboarding experience sets the tone for long-term engagement.
2.2 Welcome Kits
Offer a localized welcome kit with your first subscription delivery, such as a guide to using your service or a small cultural gift. A SaaS subscription might include a QR code linking to a Mandarin tutorial video.
3. Implementing Seasonal Promotions
3.1 Festival Campaigns
Launch promotions tied to major Chinese festivals like Singles’ Day or Spring Festival. Offer limited-time discounts or exclusive items for subscribers who renew during these periods. This taps into heightened shopping behavior.
3.2 Flash Sales
Run flash sales on platforms like Tmall, offering a discounted first month for new subscribers. Promote these sales through Douyin ads to maximize reach. Flash sales create urgency and drive sign-ups.
4. Enhancing Customer Support for Retention
4.1 24/7 Support in Mandarin
Provide round-the-clock customer support via WeChat or phone, with Mandarin-speaking staff. Quick resolution of issues—like billing errors—builds trust. Ensure support is culturally sensitive to local expectations.
4.2 Proactive Communication
Notify subscribers of upcoming renewals or product updates through WeChat messages. For example, a software subscription might alert users about a new feature. Proactive outreach prevents cancellations and keeps users engaged.
Case Study: Growing a SaaS Subscription in China
An overseas SaaS company offering project management tools struggled with low retention in China due to poor onboarding. We helped them streamline their sign-up process with WeChat integration, launched a Singles’ Day promotion with a 20% first-month discount, and set up a Mandarin-speaking support team. They also built a WeChat community for users to share tips. Within nine months, their subscription revenue increased by 45%, with a 30% improvement in retention.
Conclusion
Boosting subscription revenue in China involves building community, streamlining onboarding, leveraging seasonal promotions, and prioritizing customer support. These proven methods can help overseas brands achieve sustainable growth in this thriving market.
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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