(Source: https://pltfrm.com.cn)
Introduction
Acquiring first-time customers in China’s competitive e-commerce landscape requires more than just visibility—it demands persuasive pricing strategies. Discounting remains one of the most effective methods, but when done poorly, it can damage brand equity. In this article, we explore smart, affordable tactics that overseas brands can use to attract new shoppers without undermining long-term value.
1. Entry-Point Coupons That Match Buying Intent
1.1 Instant Coupons for Signup
Many platforms like Tmall, JD, and Douyin allow automatic delivery of entry coupons once users follow a store or complete registration. This creates a sense of welcome and nudges first-time users toward conversion.
1.2 Tiered Value Based on Purchase Threshold
Offering a ￥30 discount on orders above ￥199 ensures the customer commits to a meaningful basket size while still feeling rewarded. It aligns incentives without eroding margins too drastically.
2. First-Time Buyer Exclusive Bundles
2.1 Pre-Configured Starter Packs
For categories like skincare, nutrition, or electronics accessories, bundles offer a curated experience tailored to first-timers. It reduces decision fatigue and communicates product synergy.
2.2 Value-Add Without Deep Discounting
Instead of slashing prices, brands can include free samples or smaller add-ons. This keeps ASP stable while enhancing perceived value—ideal for premium-positioned products entering China.
3. Flash Promotions via Social Commerce
3.1 Leveraging Group-Buy and Referral Deals
Social e-commerce platforms like Pinduoduo thrive on viral sharing. Offering first-time discounts contingent on referrals not only boosts conversions but creates organic traffic loops.
3.2 Limited-Time Offers on Key Dates
Align promotions with major shopping days like 6.18 or Double 11. During these periods, discount expectations are normalized, giving brands the chance to run short-term offers with reduced brand risk.
4. Personalization Through CRM Integration
4.1 Behavior-Based Incentive Triggers
Integrating e-commerce data with CRM tools (e.g., Tencent Cloud or Alibaba Cloud CRM) allows segmentation by shopper intent. Trigger discounts only when cart abandonment or product interest is detected.
4.2 Post-Purchase Upsell Campaigns
Following the first purchase, offer time-limited discounts on complementary products. This builds loyalty and encourages habit formation with minimal extra investment.
5. Case Study: A Gourmet Coffee Brand’s Launch Strategy
A Scandinavian gourmet coffee brand entered China via JD Worldwide. To win over urban millennial buyers, they launched with a ￥20 off coupon for new members plus a starter set including coffee samples and a reusable cup. During key campaign windows, they ran 2-hour “first-time buyer flash sales” promoted via Douyin short videos. CRM-linked push notifications nudged users to complete their carts within 24 hours. The strategy helped the brand convert 18% of first-time visitors into paying customers during their first 30 days online.
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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