(Source: https://pltfrm.com.cn)
Introduction
In today’s competitive Chinese digital landscape, consumer preferences shift rapidly—and sales strategies must evolve even faster. For overseas brands, winning market share depends on putting the consumer at the center of every sales decision. From product messaging to post-purchase engagement, here’s how to develop a customer-centric sales model that drives both loyalty and long-term value in China.
1. Localize Product Benefits to Match Consumer Aspirations
Functional vs. Emotional Needs:
Chinese consumers weigh both rational and emotional factors. Highlight benefits like “hydration” or “slimming” while tapping into broader themes like self-confidence or family care in your campaign narratives.
Lifestyle-Linked Messaging:
For urban professionals, position your product as efficient or prestige-driven. For Gen Z, focus on individuality and social sharing potential. Tailored messaging boosts relevance.
2. Use Real-Time Consumer Data to Optimize Campaigns
Data from Social Commerce Platforms:
Monitor which product types trend on Douyin and Xiaohongshu and adjust campaign emphasis based on real-time interest spikes.
Responsive Campaign Adjustments:
If a SKU gains sudden traction in a livestream, pivot your ad creative, influencer collaborations, or limited-time offers to capitalize immediately.
3. Create Dialogue Through Interactive Touchpoints
Two-Way Livestreaming:
Instead of static scripts, allow host-influencers to answer viewer questions live and incorporate polls and product requests during the session. This builds stronger emotional engagement.
Consumer Panels in WeChat Groups:
Set up VIP consumer groups in WeCom or WeChat where top users can test new products and give early feedback. This creates loyalty and early product validation.
4. Humanize the Brand Experience
Founder or Staff-Facing Content:
Videos from the founder or team members sharing product backstories resonate well. Transparency builds trust, especially in competitive categories like skincare or supplements.
Customer Testimonial Loops:
Highlight success stories in visuals and livestream recaps. Encourage user-generated content and repost across platforms with brand hashtags for social proof.
5. Case Study: A French Haircare Brand Builds a Private Domain Army
A French premium haircare brand struggled with high customer churn in Tier 2 cities. They launched a “VIP Hair Diary” mini-program inviting customers to track their hair condition and product usage. Based on user input, automated WeCom messages offered personalized tips and repurchase links. Within three months, their private domain sales outpaced Tmall traffic, and 40% of users became repeat buyers.
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
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