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Introduction
As Chinese consumers increasingly value authenticity, personalization, and trust, direct selling has reemerged as a powerful strategy—especially for overseas brands seeking to build strong local roots without over-relying on marketplaces. This article outlines how to modernize direct selling approaches using digital infrastructure, social platforms, and community dynamics to drive consistent growth.
1. Use Direct Channels to Own Customer Relationships
Bypass Third-Party Fees:
Running your own mini-program or WeCom storefront helps you retain full margins and control the entire buyer experience—from discovery to after-sales.
Data Ownership:
Capturing customer behavior within your own system allows more accurate segmentation, faster feedback cycles, and tailored remarketing strategies.
2. Humanize the Brand with Direct Interactions
Assign Brand Advisors:
Convert staff or trained affiliates into “advisors” who can recommend products via chat, livestream, or private consultation.
Enrich Post-Purchase Service:
Follow up with customers through WeCom messages, send usage guides or care tips, and offer “reorder nudges” that feel personalized, not automated.
3. Incentivize Peer-Based Distribution
Customer-Led Micro Distribution:
Empower existing customers to sell on your behalf. Equip them with affiliate links, product samples, and content templates optimized for WeChat and Xiaohongshu.
Gamified Sales Tools:
Incorporate leaderboards, milestone badges, and monthly competitions to create a sense of achievement and community.
4. Enhance Visibility with Strategic Livestreams
Segmented Broadcasts:
Rather than running broad livestreams, create segments by customer tier or interest group (e.g., pet lovers, new moms, skincare fans). This creates targeted appeal and boosts conversion rates.
UGC-Driven Shows:
Feature happy customers sharing their product experiences live or through pre-recorded clips. It reinforces trust and stimulates discussion.
5. Case Study: A French Kitchenware Brand Builds a DTC Sales Network from Scratch
To avoid the high costs of traditional marketplace launches, a French kitchenware brand built a direct sales channel through mini-programs and WeCom. They selected 200 home-cooking influencers to act as part-time sellers. By combining livestream cooking demos with exclusive flash sales and recipe groups, the brand created a loyal base that generated 80% of its revenue within direct sales. They reached profitability in China within the first fiscal year.
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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