(Source: https://pltfrm.com.cn)
Introduction
Crafting content that connects with Chinese audiences requires more than translation—it demands deep cultural localization, strategic platform use, and data-informed storytelling. Overseas brands entering China must tailor their messages for fast-evolving consumer expectations and distinct content ecosystems. In this article, we explore proven tactics for developing high-impact content that performs across China’s leading digital platforms.
1. Adapt Content for Platform-Specific Behavior
1.1 Match Format to Platform Norms
- Douyin: Prioritize vertical short videos with hooks in the first 3 seconds and captions that trigger emotion or curiosity.
- WeChat: Focus on long-form storytelling in Official Account articles, with rich visuals and native call-to-actions.
1.2 Align Tone and Frequency
- Weibo vs. Xiaohongshu: Weibo favors fast updates and humor-driven trends, while Xiaohongshu demands polished, lifestyle-centric content with an aspirational tone.
- Execution Tip: Use SaaS scheduling tools to stagger content types across platforms and audience segments.
2. Localize Messaging Beyond Translation
2.1 Use Culturally Relevant References
- Cultural Fluency: Incorporate idioms, memes, and social nuances that make your brand feel local.
- Example: Instead of saying “limited time only,” use phrases like “限时福利” or “一波三折” in promotions.
2.2 Visual Localization
- Imagery Tip: Replace Western product visuals with locally relevant scenarios—urban scenes, food rituals, or daily life in Tier 1–3 cities.
- Platform Impact: This visual alignment helps content appear in recommendations and improves shareability.
3. Build Content Funnels for Different Buyer Stages
3.1 Awareness: Emotional Hook Content
- Approach: Short videos or Moments ads that use humor, storytelling, or cultural pride.
- Goal: Spark interest and drive curiosity toward the brand.
3.2 Consideration: Educational Posts and Comparisons
- Content Type: Side-by-side comparisons, expert tips, or UGC reviews to help consumers assess value.
- Insight: Educational content builds authority and accelerates trust-building.
3.3 Conversion: Strong CTA and Integrated Shopping Links
- Execution: Include Mini Program QR codes or in-app links for seamless purchase flow.
- SaaS Angle: Use link tracking to monitor conversions from each content piece.
4. Leverage Data to Refine Content Performance
4.1 Monitor Platform Metrics Closely
- Key Metrics: Track watch time, shares, comment volume, and click-through rates via each platform’s backend.
- Optimization: Use this data to prioritize successful formats and improve underperformers.
4.2 A/B Test Content Styles and Messaging
- SaaS Enablement: Platforms like WeChat and Douyin allow brands to test thumbnails, copy tone, or video structure.
- Outcome: Data-driven iteration improves efficiency and audience engagement over time.
Case Study: Nordic Home Goods Brand Builds Awareness with Localized Content
A Scandinavian homeware brand aimed to introduce its minimalist aesthetic to Chinese Gen Z and millennial audiences. Instead of repurposing global content, the brand created Xiaohongshu posts featuring local influencers showcasing “city living” home hacks using their products. They also launched a WeChat series titled “30 Days of Nordic Calm,” highlighting wellness rituals with Chinese cultural references. Over three months, brand awareness rose by 48%, and their Xiaohongshu profile reached 200K organic views—without paid media support.
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!
