(Source: https://pltfrm.com.cn)
Introduction
From private traffic to embedded ecommerce, WeChat has become the cornerstone of digital success for overseas brands in China. Unlike other social platforms, WeChat offers end-to-end control over the customer journey—from discovery to purchase to loyalty. In this article, we examine how smart localization and creative use of platform tools have led to powerful WeChat campaign success stories.
1. Establish Authority Through Educational Content
1.1 Thought Leadership for B2B and Health-Focused Brands
Publishing informative WeChat articles in a serialized format (e.g., “3 steps to…”, “Top 5 myths…”) helps position brands as trusted advisors—particularly useful for supplements, skincare, and software sectors.
1.2 Collaborate With Experts for Native Credibility
Partnering with Chinese experts or local influencers as co-authors or webinar guests lends legitimacy and expands reach, particularly when targeting tier 1 cities or professional audiences.
2. Integrate Offline and Online via QR Activation
2.1 Event-Based QR Distribution
Brands running pop-ups, retail counters, or tradeshow activations often distribute QR codes to drive users directly to Mini Programs or group chats, creating continuity from offline to online.
2.2 In-Store Staff Engagement on Personal WeChat
Empowering frontline staff to onboard customers into WeChat groups via their personal accounts creates intimacy and encourages ongoing interaction—a key part of China’s private domain playbook.
3. Create Ongoing Dialogue With Exclusive Groups
3.1 Segment Users Into Interest-Based Groups
Instead of mass messaging, smart brands create 3–5 groups based on customer type or interest (e.g., “organic food lovers,” “tech gear enthusiasts”) to keep messages relevant and targeted.
3.2 Use WeCom for Structured Follow-Ups
For brands managing high-ticket sales or B2B leads, using WeCom allows representatives to manage interactions professionally with message templates, reminders, and internal analytics.
4. Drive Referrals With Mini Campaigns
4.1 Member-Get-Member Tactics via WeChat Cards
Launching referral campaigns using shareable cards or coupons encourages loyal users to invite friends. These are easy to track within Mini Programs or through QR-tagged user IDs.
4.2 Incentivized Tasks for Doubling Engagement
Campaigns asking users to complete tasks—such as reading an article, answering a poll, or making a first purchase—can be gamified into loyalty programs to build stickiness.
5. Case Study: A Spanish Skincare Brand Uses Storytelling to Go Viral
A Spanish clean beauty brand broke into China using a campaign titled “One Week, One Ritual.” They released daily WeChat articles with interactive H5 stories showing how different skin types benefited from their product range. Each day’s article linked to limited-edition bundles in their Mini Program. KOLs posted their own versions of the “ritual” in group chats and on Moments. In just two weeks, the campaign gained 35,000 new followers and sold out its launch inventory.
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!
