(Source: https://pltfrm.com.cn)
Introduction
In China’s mobile-driven digital landscape, strong ad visuals may hook attention—but it’s the copy that converts. With fierce competition and fast-scrolling behavior, overseas brands must craft copy that speaks to Chinese consumers quickly, emotionally, and persuasively. Effective ad copywriting in China is about combining precision with cultural nuance—where every word counts.
1. Start with the Hook, Not the Brand
Lead with the Problem or Desire:
Chinese ad copy often starts by identifying a relatable pain point or aspiration: “熬夜也不怕熊猫眼” (“No more panda eyes after late nights”) works better than “Our eye cream is made with X ingredient.”
Create Curiosity Through Incomplete Phrases:
Phrases like “为什么它一上线就卖光？” (“Why did it sell out immediately?”) spark curiosity and drive clicks—especially effective in Xiaohongshu and Douyin feeds.
2. Layer Logic + Emotion for Greater Impact
Emotional Triggers Paired with Proof:
Mix emotional language (“拯救你的换季干敏肌” – “Save your skin from seasonal dryness”) with logic-based reassurance (“97%用户体验后回购” – “97% repurchase after first use”).
Micro-Narratives for Everyday Scenes:
Frame your product within daily-life stories: “每天早上起不来？它帮你一秒唤醒清晨状态” (“Can’t get up in the morning? This wakes you up in seconds”)—this approach localizes value through scenarios.
3. Use Copy to Reinforce Platform Behavior
Copy That Aligns with Livestream Timing:
Phrases like “下一个讲的是爆款第3名，不要走开” (“Next up: #3 bestseller—don’t miss it”) keep livestream viewers engaged and primed to convert.
Hashtag and Comment Bait:
Encourage UGC or interaction with CTAs like “评论区说说你最喜欢的口味” (“Tell us your favorite flavor in the comments”)—ideal for Xiaohongshu or Douyin engagement boosts.
4. Adapt Tone and Structure for Format
Short, Punchy Lines for Mobile Scrolls:
Avoid long sentences. Instead, stack quick benefits:
“清爽不油腻 | 快吸收 | 全天控油”
(“Non-greasy | Fast absorption | All-day oil control”)
Use Em Dashes and Emoji Strategically:
Dashes, brackets, and subtle emojis improve scanability without being informal. Example:
“爆款回归🔥仅限本周 — 抢完即止”
5. Case Study: A Swiss Watch Brand Refines Its Messaging for China
A Swiss luxury watchmaker initially launched on Tmall with globally translated copy. While the visuals drew attention, conversions lagged. Working with a local content team, the brand shifted to a refined tone—highlighting craftsmanship with phrases like “传承百年匠心，只为时光之美” (“A century of craftsmanship, honoring the beauty of time”). They paired it with scarcity-driven livestream CTAs. Within two months, ad engagement rose 63% and conversions increased by 41%.
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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