(Source: https://pltfrm.com.cn)
Introduction
Direct-to-consumer (DTC) is no longer an optional model for global fashion brands—it’s the preferred route to brand control, audience insights, and long-term loyalty. In China, however, launching a DTC channel means more than replicating Western ecommerce flows. Chinese consumers expect fast response times, immersive mobile experiences, and highly social engagement. This article outlines how global fashion brands can craft a locally relevant, high-converting DTC launch strategy for China’s competitive landscape.
1. Start With Platform-Specific Seeding and Pre-Launch Buzz
Use Xiaohongshu for brand-led visual storytelling
Before launching, collaborate with fashion-forward KOLs and KOCs to share styling content, unboxings, and lifestyle pairings. RED is the digital runway where first impressions are formed—and seeded content drives anticipation.
Create Douyin teaser campaigns for virality
Short-form video campaigns—like behind-the-scenes looks or style challenges—introduce your DTC brand in a playful, mobile-native format that aligns with Gen Z preferences.
2. Launch Through a Branded WeChat Mini Program and WeCom Sales Force
Control the experience via your Mini Program storefront
Avoid third-party marketplaces at launch to retain full brand expression. Use a customized Mini Program to feature curated collections, editorial-style product pages, and integrated checkout with WeChat Pay.
Support conversion through 1:1 WeCom follow-up
Set up a trained clienteling team using WeCom to engage new users: answering product inquiries, sending follow-up lookbooks, and offering personalized access to limited items.
3. Drive Early Conversions With Exclusivity and Smart Incentives
Use early access and member-only drops to signal status
Premium fashion buyers value access over discounts. Structure launch tiers around loyalty invites or content engagement, offering early entry to product drops as a reward.
Offer value adds instead of price cuts
Deliver concierge services, complimentary styling sessions, or seasonal welcome gifts rather than price reductions. This preserves margin and enhances perceived value.
4. Retain Momentum With CRM-Driven Reengagement
Tag and segment users by behavior and product interest
Use Mini Program and WeCom data to categorize users based on SKUs viewed, items wishlisted, or content engaged with. Then serve targeted reactivation campaigns through WeChat.
Build a private traffic loop through service and community
Host VIP livestream styling sessions, WeCom chat groups, or offline showroom appointments for your most engaged users. These DTC experiences reinforce brand connection and boost repeat sales.
Case Study: French Fashion Label Builds Scalable DTC Channel via WeChat
A Paris-based contemporary fashion brand entered China DTC via a WeChat Mini Program and WeCom-led CRM strategy. With Xiaohongshu content fueling awareness and WeCom enabling personal service, the brand achieved a 47% repeat purchase rate within 90 days. By tracking Mini Program behavior, they launched a tailored accessory upsell campaign, resulting in a 3.8X lift in average order value for tagged users.
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!
