(Source: https://pltfrm.com.cn)
Introduction
Launching a brand in China is no longer about opening a flagship store—it starts with getting your online presence right. With Chinese consumers relying on platforms like WeChat, Tmall, Douyin, and Xiaohongshu for product discovery and purchase decisions, an online-first strategy is essential. This article outlines the must-have steps for overseas brands to build awareness, gain traction, and drive sales during their online launch in China.
1. Choose the Right Platform Mix for Your Category
1.1 Understand Platform Strengths by Sector
Beauty and fashion brands often perform best on Xiaohongshu and Douyin, while food, supplements, and FMCG products gain traction faster on Tmall Global and JD Worldwide. High-trust or B2B services benefit from Baidu and WeChat Official Accounts.
1.2 Avoid Over-Investment in the Wrong Channel
Instead of launching on every platform, start with two key ones that align with your audience’s behavior. This enables focused testing and budget allocation, rather than spreading thin across platforms with low ROI.
2. Build Brand Assets Aligned with Chinese Preferences
2.1 Design for Local Taste, Not Just Translation
Logo adaptations, Chinese brand names, and culturally resonant visuals are key. Users favor aesthetic and emotional alignment—brands that feel local win trust faster.
2.2 Develop Platform-Native Assets
Each Chinese platform has its own creative format. Douyin favors short, fast-paced video with real users. Xiaohongshu requires lifestyle-driven storytelling and photo content. Invest in differentiated content, not generic reposts.
3. Engage KOLs to Generate Social Proof
3.1 Launch With Micro-KOL Campaigns
Before investing in top-tier influencers, partner with 10–20 micro-KOLs across different platforms. Their product reviews, tutorials, and unboxings offer credibility and reach niche audiences with higher engagement.
3.2 Repurpose UGC for E-Commerce
Once you’ve generated influencer content, integrate it into your product listings, Mini Program, and paid ads. Chinese users rely heavily on social proof before making purchase decisions.
4. Convert Traffic With a Localized Funnel
4.1 Set Up a Mini Program or Tmall Flagship Early
Beyond brand awareness, ensure there is a Chinese-language product page and payment gateway ready. Even with hype, users won’t convert if buying feels complicated or foreign.
4.2 Provide Customer Support From Day One
Chinese consumers expect fast responses. Use WeCom advisors or platform-integrated live chat to answer questions, issue coupons, or upsell during product discovery.
5. Case Study: A Nordic Lifestyle Brand Makes Its Mark Online
A Nordic home goods company launched its brand in China with a Xiaohongshu-first strategy. They partnered with 15 lifestyle influencers who created home styling videos using their products. Simultaneously, the brand launched a Mini Program store and ran targeted WeChat ads. In just eight weeks, they built 25K followers, drove 9,000+ orders, and began seeing consistent weekly sales—all without a physical retail footprint.
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!
