(Source: https://pltfrm.com.cn)
Introduction
Marketing in China today means mastering a complex web of digital platforms, social commerce formats, and real-time performance data. Traditional marketing playbooks fall short in this fast-paced, mobile-first environment. Instead, overseas brands must build full-funnel digital strategies tailored to China’s unique consumer behavior—blending awareness, engagement, and conversion tactics into a single, unified effort. Here’s how to do it right.
1. Build Awareness on Discovery-First Platforms
1.1 Use Short Video to Spark Discovery
Platforms like Douyin and Kuaishou dominate top-of-funnel discovery. Creative storytelling through 15-second vertical videos—featuring product demos, humor, or lifestyle use cases—helps build visibility among curious, fast-scrolling audiences.
1.2 Launch with Lifestyle Content on Xiaohongshu
Before making a purchase, Chinese consumers often search Xiaohongshu for real reviews. Seed content with KOCs (key opinion consumers), ensuring your product appears in organic search and recommendation feeds on the app.
2. Engage Users with Interactive Experiences
2.1 WeChat Campaigns with Gamified Elements
WeChat is no longer just a chat app—it’s a CRM powerhouse. Mini-games, red packet giveaways, and loyalty tracking through mini-programs all help nurture deeper brand engagement and gather user data.
2.2 Livestream Shopping Events
Livestreaming continues to dominate the engagement phase. Collaborating with a niche influencer for a co-branded broadcast can increase trust while providing instant customer feedback and sales results.
3. Convert with Platform-Native Checkout Options
3.1 Enable One-Click Purchase Flows
Whether it’s a Douyin pop-up store or a WeChat mini-program, integrated payment solutions like WeChat Pay or Alipay ensure smooth checkouts. One-click purchases are now standard—any added friction leads to bounce.
3.2 Offer Limited-Time Social Discounts
Socially shared coupon links or group-buy discounts incentivize urgency. This tactic not only boosts conversions but also increases brand reach through peer-to-peer sharing within private WeChat groups.
4. Optimize and Retarget with SaaS Tools
4.1 Performance Dashboards Across Ecosystems
Track performance across Baidu, Douyin, WeChat, and Xiaohongshu with integrated dashboards. SaaS tools consolidate impressions, conversions, click-through rates, and retention metrics for actionable insights.
4.2 Dynamic Retargeting and CRM Automation
Deploy pixel-based retargeting on video and search platforms, and sync user actions with CRM software for personalized follow-ups. This approach helps turn casual browsers into repeat customers.
Case Study: German Homeware Brand’s Funnel Success in China
A high-end German kitchenware company wanted to increase both awareness and sales in China. They launched a funnel campaign—starting with Xiaohongshu KOC posts, followed by Douyin product videos, and ending in WeChat mini-program flash sales. Using SaaS analytics for cross-platform attribution, they identified that viewers who engaged with both Xiaohongshu and Douyin content had 3x higher conversion rates. Their campaign ROAS hit 5.4 within 60 days.
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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