(Source: https://pltfrm.com.cn)
Introduction
In China, influencers are more than trendsetters—they’re trusted voices that can drive purchasing decisions for millions of consumers. Creating content with Key Opinion Leaders (KOLs) that converts views into sales is a game-changer for overseas brands entering this market. With over a decade of expertise in localization, our advertising agency has developed proven practices to help brands craft influencer content that boosts sales in China. Here’s how you can turn engagement into revenue.
1. Focusing on Product-Driven Content
1.1 Highlighting Key Features
Ensure KOLs emphasize the product’s unique selling points, such as a skincare product’s natural ingredients. For example, a KOL can demonstrate the product’s benefits in a live stream, showing real-time results to build consumer trust.
1.2 Including Clear Calls-to-Action
Incorporate direct CTAs, like “Shop now on Tmall,” within the content to guide viewers to purchase. A strong CTA, paired with a limited-time discount code, can create urgency and drive immediate sales.
2. Using Data to Inform Content Creation
2.1 Analyzing Audience Insights
Use data from platforms like RED to understand audience preferences, such as popular product categories or content styles. This allows KOLs to create content that aligns with what the audience is already searching for, increasing its relevance.
2.2 Monitoring Competitor Campaigns
Study competitors’ KOL campaigns to identify what works and what doesn’t. For instance, if a competitor’s humorous approach gained traction, you might test a similar tone while adding your brand’s unique spin.
3. Integrating Shoppable Content Features
3.1 Linking to E-commerce Platforms
Embed direct links to Tmall or JD.com stores within the KOL’s content, making it easy for consumers to buy. For example, a Douyin video with a clickable product link can reduce friction in the purchasing process.
3.2 Offering Exclusive Promotions
Partner with KOLs to share exclusive discount codes or bundle offers, incentivizing purchases. This strategy not only drives sales but also makes the audience feel they’re getting a special deal through the influencer.
4. Building Trust Through Consistent Messaging
4.1 Reinforcing Brand Values
Ensure KOLs align their content with your brand’s core values, such as sustainability for an eco-friendly brand. This consistency builds credibility and makes the brand more memorable to Chinese consumers.
4.2 Encouraging User-Generated Content
Invite followers to share their own experiences with the product, amplifying the KOL’s content. For example, a KOL can start a hashtag challenge on Douyin, encouraging users to post their own videos using the product, which boosts trust and engagement.
Case Study: A UK Fashion Brand’s Sales Surge on WeChat
A UK-based fashion brand wanted to increase sales among Chinese millennials. They partnered with a WeChat KOL who created a series of articles and mini-programs showcasing the brand’s latest collection, complete with shoppable links and a 10% off code. The KOL’s authentic storytelling about the brand’s heritage, combined with seamless e-commerce integration, resulted in a 35% increase in WeChat-driven sales and a 50% boost in follower growth over one month.
Conclusion
Driving sales in China through influencer content requires a focus on product-driven content, data insights, shoppable features, and consistent messaging. These best practices can help overseas brands turn engagement into measurable revenue in China’s competitive market.
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!
