(Source: https://pltfrm.com.cn)
Introduction
In China’s fast-moving digital retail ecosystem, the first sale can determine whether a user becomes a loyal customer—or disappears forever. For overseas brands, designing affordable discount strategies that appeal to first-time buyers is not just a tactic but a market entry necessity. This article outlines practical and budget-conscious approaches that maximize impact without compromising long-term profitability.
1. Limited-Time Welcome Vouchers
1.1 Unlock Upon Entry
Providing instant discount vouchers as soon as a new user enters your mini-program or e-commerce store creates urgency. A ￥10–￥30 discount on the first purchase within 48 hours typically sees high conversion on platforms like WeChat and JD.
1.2 Auto-Expiration to Trigger Action
Set expiration windows (e.g., “Valid for 24 hours”) to drive action. Countdown timers integrated into the interface add psychological pressure, pushing indecisive users toward checkout.
2. New User Sampling Programs
2.1 Subsidized Trial Sizes
Offer miniature or trial-size SKUs at steep discounts exclusive to new users. For beauty, wellness, and gourmet foods, this reduces purchase hesitation while keeping full-size products premium.
2.2 Flash-Freebie Gifting Models
On Douyin and Xiaohongshu, some brands run campaigns where first-time buyers get “free samples” by only paying shipping. The actual cost to the brand remains low, while consumer satisfaction is high.
3. Affiliate & KOL Code-Based Discounts
3.1 Douyin/Kuaishou Influencer Code Integration
Work with livestreamers to embed one-time discount codes in their content. New users who follow the KOL journey perceive greater authenticity, leading to higher redemption.
3.2 Affiliate Campaigns via Private Domains
Set up dedicated WeChat groups or QR-linked communities where users can redeem first-time offers. This private domain strategy lowers acquisition costs and improves retention post-purchase.
4. App Download or Mini-Program Entry Discounts
4.1 Platform Loyalty Bonuses
New users installing your brand app or entering through a WeChat mini-program can receive exclusive first-time discounts. This also sets the stage for future re-engagement via push notifications.
4.2 Gamified Rewards for Entry
Gamify the onboarding journey—“Spin to win your first discount” or “Unlock mystery deals.” These interactive formats are popular among China’s digital-native Gen Z shoppers.
5. Case Study: French Skincare Brand’s Discount Funnel
A French skincare startup launched on Xiaohongshu with a clear goal: convert browsing users into first-time buyers using minimal discount spend. They offered a ￥25 voucher upon following the brand account and designed a ￥9.9 trial-size product, promoted through mid-tier beauty influencers. Every order triggered a CRM-powered “second order” discount within 3 days. The brand achieved a 22% conversion rate among first-time visitors, and over 45% of those returned for a second purchase within the same month.
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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