(Source: https://pltfrm.com.cn)
Introduction
In China’s competitive digital marketplace, visual appeal is a key driver of health product sales. Overseas brands that effectively leverage high-quality, localized imagery can connect with Chinese consumers, convey product efficacy, and differentiate themselves from competitors.
1. Storytelling Through Imagery
1.1 Narrative-Centric Visuals:
Visuals should tell a story—such as the journey from ingredient sourcing to health benefits. Consumers connect more deeply with products when imagery emphasizes quality and origin.
1.2 Seasonal and Trend Relevance:
Adapting visuals to local trends or seasons (e.g., winter immunity supplements) increases relevance and click-through rates. Timely visual content demonstrates understanding of local consumer needs.
2. Simplifying Product Information
2.1 Clear Labeling:
Highlight nutritional information, certifications, and health claims visually. Use icons and simple graphics to make complex data easily digestible for Chinese consumers.
2.2 Visual Comparisons:
Show side-by-side comparisons with alternative products or dosage charts to guide informed decisions. This helps consumers perceive added value and facilitates trust.
3. Optimizing for Platform Formats
3.1 Mobile-First Design:
Visuals must be tailored for mobile consumption, as most Chinese consumers shop via smartphones. Ensure images are optimized for vertical scrolling, quick loading, and high visibility.
3.2 Platform-Specific Guidelines:
Different platforms have unique requirements: Xiaohongshu favors lifestyle-rich images, while Tmall prioritizes product clarity. Adapting visuals to each channel maximizes reach and effectiveness.
4. Building Trust Through Transparency
4.1 Ingredient Showcase:
Use high-quality visuals to showcase key ingredients and production processes. Transparency in imagery fosters trust among health-conscious consumers.
4.2 Behind-the-Scenes Content:
Share visuals of quality control, lab testing, or production facilities. This not only validates claims but also differentiates overseas brands from local competitors.
5. Case Study: HerbalCare Detox Products
HerbalCare, an overseas herbal supplement brand, redesigned its online store with clear ingredient-focused images and lifestyle visuals showing daily use. As a result, engagement on Douyin campaigns increased by 50%, and Tmall sales rose by 35% within three months, demonstrating the power of visual clarity and transparency in driving conversions.
Conclusion
By employing narrative visuals, simplifying product information, optimizing for mobile, and ensuring transparency, overseas health brands can capture attention and build trust in China’s competitive online market.
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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