(Source: https://pltfrm.com.cn)
Introduction
Great copy isn’t just about translation—it’s about persuasion. In China’s digital marketplace, where speed, emotion, and relevance rule, overseas brands must write ad copy that aligns with local expectations and mobile behaviors. Whether for e-commerce banners, livestream overlays, or in-feed videos, effective ad copy in China is sharp, localized, and built to convert.
1. Use Copy to Trigger Urgency and Scarcity
Limited-Time Language That Converts:
Phrases like “今日仅限500件” (only 500 today) or “倒计时2小时结束” (2-hour countdown) compel fast action, especially when layered on top of flash sales or livestream events.
Seasonal and Event Hooks:
Tie your copy to local shopping festivals or cultural moments:
“七夕限定，错过再等一年” (“Qixi special—miss it now, wait another year”) leverages FOMO with cultural relevance.
2. Appeal to Emotion with Familiar Language
Local Metaphors and Visual Phrases:
Chinese copy often uses vivid, sensory-driven metaphors like “轻若无物的空气感底妆” (weightless as air foundation) or “像喝了水一样润” (moisturizing like a drink of water).
Family, Self-Care, and Achievement Themes:
For beauty, food, wellness, or lifestyle brands, emotional triggers linked to success, rest, or family comfort outperform rational pitches. Example: “给每天拼搏的你一份犒赏” (“A reward for your daily hustle”).
3. Lead with a Big Bold Promise
Headline-First Copywriting:
Copy should start with a key benefit in a large font:
“3天祛痘见效” (visible acne results in 3 days)
Then support it with a short proof statement:
“91%用户亲测有效” (91% of users saw improvement)
Emphasize ROI-Like Outcomes:
Chinese consumers value results. Use language that quantifies gains or time saved:
“一支顶三支，省时又省钱” (“One does the job of three—save time and money”)
4. Build Trust Through Social and Expert Proof
Highlight Endorsements or Certifications:
Mention KOL use, dermatologist backing, or platform bestsellers:
“小红书口碑爆款” (Xiaohongshu viral favorite)
“天猫金妆奖得主” (Tmall Gold Makeup Award winner)
Include Visual Ratings or Stats:
Icons with “4.9星好评 | 10万+回购” (4.9 stars | 100k+ repurchases) increase credibility within milliseconds on mobile screens.
5. Case Study: A U.S. Fitness Brand Localizes Copy to Drive Tmall Sales
A U.S. performance supplement brand struggled with low conversion despite solid video production. The issue? Overly technical copy that didn’t resonate. They reworked messaging with short, bold promises (“爆汗燃脂，训练不白费” – “Sweat harder, burn faster”), added customer testimonials in Mandarin, and introduced urgent livestream CTAs. The new ad set lifted their Tmall CTR by 45% and doubled conversion over two promotion cycles.
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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