(Source: https://pltfrm.com.cn)
Introduction
With its rapidly growing digital economy, China is home to one of the most sophisticated consumer markets in the world. Overseas brands must understand the preferences of Chinese shoppers in order to craft effective marketing strategies. In this article, we explore how these preferences influence shopping behaviors and how brands can adapt.
1. The Role of Live Commerce
1.1 Growing Popularity of Livestreaming Sales
Livestreaming has become a dominant force in China’s e-commerce landscape. Shoppers increasingly rely on live-streamed events to interact with hosts, ask questions, and make purchases. This trend is popular across categories such as fashion, electronics, and beauty. Brands should integrate live commerce into their strategy for direct engagement.
1.2 Influencer-Driven Livestreams
Top influencers or KOLs host live streams on platforms like Taobao Live and Douyin. These influencers create a sense of urgency and exclusivity, which drives consumer purchasing. Overseas brands should collaborate with influencers to enhance brand exposure and create urgency during live commerce events.
2. Social and Peer Influence on Purchases
2.1 Social Proof and Word of Mouth
Chinese consumers are highly influenced by social proof. A product’s popularity, reviews, and user-generated content play a big role in purchasing decisions. Brands must leverage customer testimonials, influencer endorsements, and peer reviews to build trust and attract new buyers.
2.2 Group Buying Trends
Group buying, where consumers come together to buy products at a discounted price, is a popular trend in China. Brands can tap into this by offering discounts to large groups or creating exclusive deals for communities.
3. Seamless Integration Across Platforms
3.1 Multi-Platform Shopping Behavior
Chinese consumers often browse and shop across multiple platforms before making a purchase. Platforms like WeChat, Taobao, and JD.com all serve different roles, from product discovery to final purchase. Brands should ensure a consistent, seamless experience across platforms to maintain customer interest and engagement.
3.2 Cross-Border E-Commerce Preferences
Many Chinese consumers are interested in purchasing international products. Brands should utilize cross-border e-commerce platforms such as Tmall Global or JD Worldwide to reach these customers, providing international shipping and a localized shopping experience.
4. Personalization and Tailored Experiences
4.1 Targeted Marketing Campaigns
Chinese consumers expect personalized shopping experiences. AI and big data allow brands to segment their audiences and tailor product recommendations. Personalized promotions or content based on browsing history or preferences can drive higher engagement.
4.2 Customized Products and Services
Brands that offer customized products, such as personalized engravings or tailored sizes, appeal strongly to Chinese consumers. Adding this level of customization makes products feel more exclusive and desirable.
Case Study: A UK Beauty Brand’s Success on Tmall
A UK-based beauty brand saw significant success on Tmall by leveraging live commerce and social proof. The brand partnered with top influencers to host live-streamed beauty tutorials, where viewers could ask questions and purchase products directly. Combining this with personalized marketing campaigns based on customer data, the brand achieved a 50% increase in online sales within just three months.
Conclusion
Adapting to Chinese digital shopping preferences is essential for brands looking to succeed in this highly competitive market. By incorporating live commerce, peer influence, multi-platform strategies, and personalization, brands can connect with Chinese consumers on a deeper level and drive sustained growth.
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!
