(Source: https://pltfrm.com.cn)
Introduction
In China’s fast-paced e-commerce ecosystem, influencers are not just content creators—they’re sales drivers. Whether it’s through livestream selling on Douyin or trust-based reviews on Xiaohongshu, Chinese influencers play a vital role in shaping consumer decisions. For overseas brands, tapping into this channel offers direct access to millions of buyers. This article outlines how to structure influencer campaigns to maximize e-commerce sales, particularly for SMEs and SaaS companies entering the Chinese market.
1. Align Influencer Selection with Sales Funnel Stage
1.1 Top-Funnel Brand Awareness via Macro-KOLs:
If you’re launching a new product, use macro-KOLs to reach a broad audience. These influencers are excellent for market entry and storytelling but may not drive immediate sales.
1.2 Mid/Bottom-Funnel Conversion via Micro-KOLs and KOCs:
For engagement and purchase, turn to micro-influencers or loyal customers (KOCs). Their followers are more likely to trust personal product endorsements, especially in niche or utility-based categories like skincare or productivity software.
2. Build Campaigns Around High-Converting Content Types
2.1 Livestream Demonstrations:
Partner with influencers to showcase your product in real time via Douyin or Taobao Live. Real-time Q&A, testimonials, and timed discounts can drive urgency and volume.
2.2 Educational Mini-Series:
For SaaS or health products, influencers can produce 3–5 part mini-series explaining the use case and benefits. This format drives repeat exposure and deepens understanding, leading to better-informed purchases.
3. Make Buying Seamless Within Influencer Content
3.1 QR Codes and In-App Checkout:
Embed QR codes within livestreams or video descriptions to link directly to a Mini Program, JD store, or product page. This reduces user friction and allows direct attribution tracking.
3.2 Use Affiliate Codes for Tracking and Motivation:
Assign influencers their own discount or referral codes. This boosts their motivation to convert and lets you easily track which partners are delivering results.
4. Run Multi-Layered Campaigns for Impact
4.1 Tiered Influencer Strategy:
Combine one macro-KOL, three mid-tier KOLs, and 10+ KOCs for a full-funnel campaign. This mix provides both broad reach and detailed storytelling, especially during major sales periods.
4.2 Content Calendar Alignment:
Spread posts across different days and platforms to create momentum. A two-week rollout ensures that your brand appears consistently in user feeds—critical for building consideration in China’s crowded marketplace.
5. Post-Campaign Optimization and Retargeting
5.1 Analyze Engagement and ROI by Format:
Compare performance across short videos, livestreams, and static image posts. Adjust your influencer budget allocation based on which format leads to the most conversions.
5.2 Retarget Viewers Through Platform Ads:
Use data from influencer campaigns to retarget engaged viewers with customized product ads or offer reminders. This tactic is especially useful for converting users who didn’t purchase during the first exposure.
Case Study: A Canadian Productivity App Converts 6,000 Users via Influencer Series
A Canadian SaaS productivity tool collaborated with eight Xiaohongshu creators to create a content series on “hacks for working smarter.” Each post included screenshots, personalized use cases, and a QR code linking to the free trial sign-up page. The creators tailored the posts for office workers and students, resulting in over 6,000 trial sign-ups and a 25% upgrade-to-paid rate within 30 days. By using relatable storytelling and targeted distribution, the campaign achieved scale without relying on top-tier celebrities.
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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