(Source: https://pltfrm.com.cn)
Introduction
Launching a new product in China requires more than just listings and discounts. Chinese consumers expect interactive storytelling, social proof, and buzz across platforms like WeChat, Xiaohongshu, Douyin, and Weibo. Here’s how overseas brands can create winning product launches by fully leveraging Chinese social media ecosystems.
1. Pre-Launch Seeding for Buzz Creation
1.1 Influencer Seeding Campaigns
- Strategy: Distribute products to key opinion leaders (KOLs) and micro-influencers for early previews.
- Impact: Builds anticipation organically before the official launch.
1.2 Exclusive Sneak Peeks
- Tactic: Offer limited glimpses or samples to VIP members via WeChat groups or Mini Programs.
- Benefit: Strengthens FOMO and loyalty.
2. Crafting an Omnichannel Launch Narrative
2.1 Unified Storytelling Across Platforms
- Approach: Tailor messaging slightly for each platform while maintaining consistent brand voice and visuals.
- Benefit: Increases brand recall across multiple touchpoints.
2.2 Teasers and Countdown Campaigns
- Plan: Use teaser videos, countdown banners, and “something big is coming” posts across Douyin and WeChat.
- Result: Creates excitement and engagement in the lead-up phase.
3. Launch-Day Activation
3.1 Livestream Events
- Tactic: Host livestreams with influencers or brand representatives to unveil the product and drive instant sales.
- Impact: Boosts traffic spikes and conversions.
3.2 User-Generated Content (UGC) Contests
- Strategy: Launch UGC challenges encouraging users to share their product experiences for rewards.
- Benefit: Amplifies reach and engagement at scale.
4. Sustaining Momentum Post-Launch
4.1 Continuous Influencer Collaborations
- Plan: Engage new sets of KOLs post-launch to keep the conversation alive.
- Benefit: Maintains brand freshness beyond the initial surge.
4.2 Customer Review and Social Proof Strategy
- Method: Highlight positive customer testimonials via social channels and e-commerce storefronts.
- Impact: Reinforces product credibility and drives second-wave purchases.
Case Study: A French Skincare Brand’s Social-Driven Launch
A premium skincare brand executed a pre-launch seeding campaign with Xiaohongshu beauty bloggers, followed by Douyin teaser videos and a WeChat Mini Program countdown. On launch day, a series of coordinated livestreams and UGC challenges propelled the new serum to sell out its first inventory batch within 48 hours.
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!
