(Source: https://pltfrm.com.cn)
Introduction
In China’s e-commerce landscape, promotional calendars aren’t just helpful—they’re strategic necessities. For overseas brands entering the market, aligning your pricing tactics with national shopping festivals like Double 11 and 618 can make or break your first campaign. The good news? You don’t need a massive budget. This article outlines how to set up a cost-effective promotional calendar that still captures peak consumer interest.
1. Understand the E-Commerce Festival Cycle
1.1 Focus on Tier-1 Campaigns
The most critical dates—Double 11 (November 11), 618 (June 18), and Chinese New Year—see the highest traffic. Prioritize these instead of spreading resources thin across lesser-known events.
1.2 Match Consumer Mindset
Each shopping festival comes with unique buyer expectations. For example, CNY promotions align with gifting, while 618 focuses on replenishment. Tailor your discounts accordingly to drive relevant conversion.
2. Build a Tiered Discount Timeline
2.1 Early Bird Incentives
Encourage early purchases with light discounts 5–7 days before the peak date. For instance, a ￥20 voucher for early registrants can improve cart buildup and demand forecasting.
2.2 Countdown Flash Sales
Use last-minute deals during the final 24–48 hours to capture indecisive shoppers. Limited-time offers with auto-expiring coupons (e.g., ￥10 off before midnight) drive urgency without overspending.
3. Integrate Platform-Specific Mechanics
3.1 Leverage Built-In Tools
Tmall, JD.com, and Douyin offer native promotional tools like “预售” (pre-sale pricing) and “跨店满减” (cross-store discounts). Use these built-in formats instead of customizing complex setups from scratch.
3.2 Collaborate With Platform Campaigns
Opt into platform-wide campaigns where subsidies are partially covered. This allows you to tap into bigger promotions without carrying the full discount burden.
4. Balance Visibility and Cost
4.1 Promote Only Hero SKUs
Rather than applying discounts across all products, focus on 2–3 key SKUs with high search volume or strong reviews. This improves ROI while keeping the offer portfolio clean.
4.2 Budget for Paid Traffic Windows
Allocate limited ad budget to campaign peaks—typically three days before and on the day of the event. Platforms like Douyin allow micro-targeting by interest or region, making smaller spends efficient.
5. Case Study: Korean Pet Brand’s Promotion Playbook
A mid-sized Korean pet food brand launching on Tmall faced budget constraints for their Double 11 debut. Instead of blanket discounts, they created a 14-day calendar: early bird coupons, mini game vouchers in WeChat groups, and a one-day flash sale on their best-seller. All activity was synced to the Double 11 timeline. Results? A 6x sales spike on the main festival day and a 17% follower increase over the campaign window.
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
www.pltfrm.cn
