(Source: https://pltfrm.com.cn)
Introduction
China’s e-commerce market is evolving fast, and success depends on more than just listing products online. Overseas brands must create a robust digital infrastructure, design a compelling consumer journey, and maintain operational excellence. This article outlines how to build an e-commerce operation in China that drives results and builds sustainable brand equity.
1. Developing a Long-Term Operational Roadmap
1.1 Phase-Based Scaling
Successful brands plan their China entry in phases—from awareness-building, to product-market validation, to aggressive scaling.
Advice: Treat China not as a sprint but as a strategic market deserving a 3-5 year roadmap with quarterly milestones.
1.2 Investment Planning
Rather than overspending on splashy launches, top brands prioritize ROI-positive campaigns and performance-based spending.
Tip: Allocate budgets toward KOL partnerships, paid media, CRM tools, and data analytics—avoiding vanity metrics.
2. Platform Optimization for Sales Conversion
2.1 Content that Converts
Product listings must balance compliance with storytelling. Rich visuals, lifestyle images, and localized video demos improve conversion.
Best Practice: Use platform-specific formats like Tmall’s 3D product viewer or JD’s livestreaming integration.
2.2 Promotions Engineered for Scale
Flash sales, vouchers, and tiered gift-with-purchase campaigns help increase average cart size and attract deal-seeking consumers.
Strategy: Combine promo formats creatively—e.g., using early-bird vouchers + influencer livestream countdowns—to create urgency.
3. Strengthening Supply Chain and Customer Service
3.1 Local Fulfillment and Inventory Control
A fragmented supply chain leads to negative reviews and low TM scores. Inventory management must align with demand forecasts and promotion calendars.
Pro Tip: Integrate with local ERP systems and conduct real-time inventory tracking to reduce cancellation and return rates.
3.2 24/7 Multichannel Support
Chinese consumers expect prompt customer service through chat, SMS, and in-app support across platforms.
Execution: Train a local CS team fluent in regional dialects and set KPI targets for response speed and resolution time.
4. Continuous Optimization Through Data
4.1 Performance Dashboards
Regular tracking of KPIs—from cart abandonment to social sentiment—helps brands act on insight, not instinct.
Action Point: Create weekly dashboards shared with local and HQ teams for agile decision-making.
4.2 VOC (Voice of Customer) Feedback Loops
Surveys, comments, and chat logs provide insight into product fit, brand perception, and operational pain points.
Tactic: Use sentiment analysis tools to extract common themes and prioritize actionable changes.
Case Study: A German Baby Care Brand’s Operational Excellence
A well-known baby care company from Germany focused on creating a seamless experience from first impression to after-sales service. With Tmall Global as their entry point, they built a three-tier customer service team, integrated a bonded warehouse in Ningbo, and created a WeChat mini-program for product tutorials and parent tips.
The results? A customer satisfaction rate above 95%, repeat purchases accounting for 48% of monthly revenue, and positive UGC (user-generated content) surging across Xiaohongshu and Douyin.
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!
