(Source: https://pltfrm.com.cn)
Introduction
Social media marketing in China is no longer about simple brand awareness—it’s about driving social commerce. With advanced platform features and hyper-engaged audiences, Chinese social platforms are the new storefronts. For overseas brands looking to scale in China, understanding how to convert content into commerce is critical. This article unpacks actionable strategies to build engagement and drive conversions.
1. Combine Content With Conversion Tools
1.1 Use Shoppable Videos and Livestreams on Douyin
Douyin offers embedded links to product pages within livestreams and short videos. Brands can tag SKUs directly in content, creating a seamless scroll-to-shop experience for viewers.
1.2 Deploy Mini-Program Stores on WeChat
Instead of redirecting traffic to third-party platforms, build your own WeChat mini-program store. It allows smoother control of customer journeys, from browsing to payment to customer service.
2. Integrate User-Generated Content (UGC) Campaigns
2.1 Incentivize Followers to Share and Review
Encourage users to post product reviews, “unboxings,” or use-case scenarios on Xiaohongshu or WeChat Moments. Offer loyalty points, early access, or reposting exposure in return.
2.2 Highlight UGC in Paid Ads and Product Pages
Recycle high-performing UGC in ads to increase credibility. Show real customers using your product to drive relatability and trust—especially in categories like beauty, wellness, and apparel.
3. Run Precision-Targeted Paid Social Ads
3.1 Use Douyin and Weibo Ad Managers for Audience Segmentation
Target by age, gender, interest tags, behaviors, and even device type. SaaS-based ad platforms can help automate A/B testing for creatives and placements.
3.2 Retarget Drop-Off Users With Follow-Up Offers
If someone views your product but doesn’t convert, retarget them on WeChat or Douyin with a discount or bundle promotion. This increases the ROI of your acquisition spend.
4. Build Communities, Not Just Followers
4.1 Use WeChat Groups and Channels for Nurturing
Invite loyal users into exclusive WeChat groups. Offer pre-sale announcements, product testing invitations, or livestream Q&A sessions to keep them engaged.
4.2 Create Brand Ambassadors Among Fans
Identify power users who regularly share your content and empower them with insider access or affiliate codes. Word-of-mouth from real users is a powerful growth engine.
5. Case Study: French Tea Brand Creates Social Commerce Loop
A premium French tea brand struggled to turn Weibo awareness into sales. PLTFRM pivoted the campaign to Douyin, launching a livestream hosted by a popular lifestyle KOL. Simultaneously, WeChat was used for exclusive tasting club invites and discount codes. Retargeting ads followed up on Douyin viewers who didn’t convert. The brand doubled its average order value and gained 25,000 new WeChat followers in just 3 weeks.
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
