(Source: https://pltfrm.com.cn)
Introduction
The home decor market in China is fiercely competitive, with local and overseas brands vying for consumer attention in a digital-first landscape. Success hinges on understanding Chinese preferences and leveraging the right channels to connect with buyers. In this article, we share proven strategies to unlock growth for home decor brands in China, drawing on over a decade of experience in localization and digital marketing.
1. Prioritize Visual Storytelling
1.1 Use High-Quality Product Photography
Chinese consumers value aesthetics, so invest in professional photography that showcases your decor in aspirational settings. For example, photograph your modern lamps in a sleek Shanghai apartment to appeal to urban buyers. Highlight textures, colors, and details to make your products stand out on platforms like Tmall.
1.2 Produce Engaging Video Content
Create short videos for Douyin showing the “before and after” of a room styled with your decor. A 15-second clip transforming a dull space into a cozy haven with your throw pillows and wall art can go viral, driving traffic to your e-commerce store. Use captions in Chinese to ensure accessibility.
2. Tailor Marketing to Chinese Values
2.1 Emphasize Family and Harmony
Chinese culture values family and harmony, which can be reflected in your marketing. Promote your decor as a way to create warm, family-friendly spaces—like a dining table set that encourages shared meals. Use WeChat articles to share stories of how your products bring families together.
2.2 Highlight Sustainability
Sustainability is gaining traction among Chinese consumers. Market your eco-friendly decor, such as bamboo furniture, as a sustainable choice for modern living. Share your brand’s commitment to the environment on RED, where eco-conscious buyers often seek inspiration.
3. Streamline Logistics and Customer Service
3.1 Partner with Reliable Logistics Providers
Fast and reliable delivery is crucial in China’s e-commerce market. Partner with logistics providers like SF Express to ensure timely delivery of your decor products. Offer free returns within 14 days to build trust, especially for larger items like furniture that buyers may hesitate to purchase online.
3.2 Provide Multilingual Customer Support
Offer customer support in Mandarin via WeChat to address queries and concerns promptly. For instance, if a buyer asks about the dimensions of a wall hanging, a quick response in their language can seal the deal. Use SaaS tools to automate responses for common questions, improving efficiency.
4. Incentivize Repeat Purchases
4.1 Launch a Loyalty Program
Create a loyalty program on your Tmall store where customers earn points for every purchase, redeemable for discounts on future orders. For example, a 500 RMB purchase could earn 50 points, equivalent to a 50 RMB discount. This encourages repeat buying and builds long-term customer relationships.
4.2 Offer Exclusive Member Benefits
Provide exclusive benefits for loyal customers, such as early access to new collections or free design consultations via WeChat. Highlight these perks in your email marketing campaigns to re-engage past buyers and drive repeat sales of seasonal decor items.
Case Study: British Furniture Brand Expansion
A British furniture brand aimed to expand into China in 2021 but faced challenges with customer trust. We helped them prioritize visual storytelling with Douyin videos, tailored their marketing to emphasize family values, and streamlined their logistics with a trusted partner. They also launched a loyalty program on JD.com, resulting in a 50% increase in repeat purchases within a year.
Conclusion
Unlocking growth in China’s home decor market requires a focus on visual storytelling, culturally relevant marketing, seamless logistics, and customer loyalty. Overseas brands that implement these strategies can build a strong presence and drive consistent sales in this competitive space.
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!
