(Source: https://pltfrm.com.cn)
Forget AVE and clip counts. In China, PR effectiveness is now directly tied to searchable moments, private traffic, and bottom-line revenue. These are the five non-negotiable metrics every overseas brand headquarters is demanding from their China teams.
1. Search Heat Index Composite Score
1.1 WeChat + Baidu + Douyin Search Combined Index Top campaigns achieve composite scores above 500,000 (vs. normal <50,000), sustained for minimum 14 days.
1.2 Second-Order Search Lift Consumers searching “brand + how to buy” or “brand + genuine” — the ultimate purchase-intent signal.
2. Private Traffic Inflow Volume & Quality
2.1 QR Code Scan-to-Add Rate from PR Materials Best practice: 12–18% of offline event or media QR scans convert to WeChat follows. 2.2 30-Day Active Rate of New Members PR-acquired members should retain 65%+ activity after 30 days (vs. 30–40% from paid traffic).
3. Xiaohongshu Organic Coverage Score
3.1 Brand Hashtag Total Plays Successful PR generates 50–300 million hashtag plays within first month, all organic.
3.2 Note Save & Collection Rate Notes with >8% save rate predict long-term ranking and repeat exposure.
4. Share of Search vs Competitors
4.1 Brand Name Search Share in Category Goal: increase from <5% to >25% within 60 days post-PR.
4.2 Direct Traffic Surge to Official Channels Mini-Program and flagship store direct visits increase 400–800% during heat period.
5. Attributed GMV Within 90 Days
5.1 UTM-Tracked Sales from PR Channels Average attribution window extended to 90 days — top PR contributes 15–30% of quarterly sales.
Case Study: Italian Luxury Furniture Brand Doubles Tmall Sales Through PR-Led Strategy
Some international agency orchestrated a “Milan Design Week China Tour” with 30 top interior designer KOLs + CCTV documentary feature. Result: Baidu Index hit 980% lift, 92,000 high-net-worth individuals added to private domain, Xiaohongshu hashtag reached 180 million plays, and attributed Tmall sales doubled within 90 days.
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 helping overseas brands successfully localize and dominate the Chinese market for over 10 years. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
