(Source: https://pltfrm.com.cn)
Introduction
In China’s fast-evolving digital landscape, success hinges on more than translation or localization—it demands insight into how users interact with platforms daily. For overseas brands, tapping into platform-specific user behavior across WeChat, Douyin, Xiaohongshu, and others is key to content resonance, engagement, and sales. In this article, we unpack actionable insights drawn from how Chinese consumers really use their favorite platforms.
1. Search Behavior Is Deeply Platform-Embedded
1.1 Vertical Search Beats General Search
On Xiaohongshu and Douyin, users treat the platform as a search engine for lifestyle content. Instead of going to Baidu, consumers search directly in-app using hashtags, brand names, or pain points—like “dry skin cream” or “low-sugar snacks.”
1.2 Keyword Placement Is Crucial in Captions
Because platform algorithms prioritize search-relevant captions, using natural language with product benefits (in Chinese) helps content get discovered. Keyword planning must be part of content creation, not just ads.
2. WeChat Users Prefer “Private” Brand Interactions
2.1 Push vs. Pull Content Strategy
WeChat users are more receptive to information pulled from friend circles or private groups than to brand broadcast messages. Brands succeed when they initiate conversations subtly, such as through community chats or WeCom advisors.
2.2 Mini Programs That Offer Utility Perform Best
Whether it’s a skincare diagnosis, ingredient checker, or gift selector, utility-focused Mini Programs offer real value. This builds engagement over time versus one-off campaigns focused purely on promotion.
3. Platform Behavior Varies by Region and Tier
3.1 Tier 1 vs. Tier 3 Platform Preferences
Consumers in Tier 1 cities like Shanghai or Beijing prefer Xiaohongshu and Tmall for product discovery, while Tier 3+ consumers increasingly rely on Pinduoduo or short video-based platforms like Kuaishou.
3.2 Tailor Messaging for Regional Lifestyles
Urban consumers respond to premium positioning and aesthetic content, while consumers in lower-tier cities favor practicality and price transparency. Platform selection and content tone should reflect these differences.
4. Comment Sections Drive Community Sentiment
4.1 Comments as Decision Tools
Chinese users often decide whether to buy based on comment sections. Comments provide instant social proof, reveal product issues, and reflect the brand’s responsiveness. Brands must monitor and engage there.
4.2 Replying Builds Trust
On Douyin or Xiaohongshu, when brands reply to real user questions—especially about product usage or fit—it sends strong signals of authenticity and customer care. Silence, by contrast, undermines trust.
5. Case Study: A Scandinavian Furniture Brand Refines Content With User Insight
A home living brand from Sweden struggled with low Douyin engagement despite high video production value. After analyzing Douyin comments and interaction data, they shifted from studio-polished videos to home-use vlogs filmed by real Chinese customers. They also optimized captions with frequently searched terms like “space-saving” and “nordic bedroom setup.” Result: a 4x increase in saves, a 25% boost in product page visits, and a notable uptick in conversion from short videos.
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!
