MARKETING IMPLEMENTATION · CHINA E-COMMERCE
Chinese E-Commerce Promotion
HI-COM plans and executes e-commerce promotion across China’s marketplaces and social platforms — Tmall, JD.com, Pinduoduo, Douyin, Xiaohongshu and WeChat — connecting market research, store localization and always-on KOL, livestream and private-traffic campaigns into one managed service.
CHINA’S E-COMMERCE MARKET
How HI-COM Helps
China’s e-commerce landscape spans flagship marketplaces (Tmall, JD.com, Pinduoduo), short-video and livestream platforms (Douyin, Kuaishou), and social-commerce ecosystems (Xiaohongshu, WeChat) — each with its own audience, algorithm and rules. HI-COM’s China-based team plans and runs promotion across this landscape as one connected service: market research and competitor benchmarking, localized store and product-page content, marketplace registration, e-reputation management, and the KOL, livestream and private-traffic campaigns that actually drive traffic and conversion.
WHAT WE HANDLE
Full E-Commerce Promotion Coverage
Chinese Market Study
We provide market research analyzing the competitor landscape, competitor pricing strategies and social media communication benchmarks, defining local target audiences and their interests.
E-Commerce Store Design
We deliver a fully localized e-store that represents your brand vision yet speaks to the Chinese audience — on marketplaces or WeChat mini-programs, we take care of it.
Brand Localization
We localize brands and communication channels (website, apps, social media accounts) for audiences in China, creating brand trust and boosting presence in the Chinese digital ecosystem.
Product Description Localization
A perfectly localized product description that customers understand is one of the most direct ways to build the trust that converts a visit into a sale.
Brand E-Reputation on Baidu
We build the trust of potential customers searching for brand names on Baidu and other search engines.
Review Management
Chinese customers are keen to read reviews before purchasing. A lack of reviews can mean a lack of sales, especially for a new store — HI-COM provides genuine review collection and management.
E-Commerce Marketplace Registration
We help brands enter marketplaces such as Tmall, JD.com, Pinduoduo, Douyin and RED, taking care of registration from A to Z — see our guide to selling on Taobao for what the process involves.
E-Commerce Promotion
Need more traffic to your e-commerce store? HI-COM’s comprehensive approach to e-commerce promotion helps you bring in quality customers and conversion.
Types of E-Commerce Promotion in China
KOL and KOC Marketing
KOL (influencer) marketing was one of the defining trends of China’s social-commerce era. As the market has matured, top-tier KOLs have become more selective and more expensive, so many brands now combine them with KOCs (key opinion customers) — smaller, more relatable creators who convert well with tightly defined audiences. HI-COM plans campaigns as a two-pronged mix: KOLs for reach and brand exposure, KOCs for granular targeting and trust.
This is the same approach behind two of HI-COM’s own published campaigns: a 10-creator Douyin and Xiaohongshu campaign that reached 4.48 million views, and a Mother’s Day campaign that generated 4.65 million views for a premium seafood brand. See HI-COM’s full KOL & Influencer Marketing service for casting, negotiation and campaign management.
Discuss Your KOL Campaign
Live-Streaming Campaigns for Boosting Sales
Livestream commerce has grown from a pandemic-era experiment into one of China’s primary sales channels: by the end of 2023, 597 million Chinese internet users — 54.7% of all netizens — had bought something through a livestream, and the market is on track to exceed $1 trillion by 2026. Douyin is the single largest platform for livestream GMV, with Taobao Live, Kuaishou, JD.com and WeChat’s video channel all running their own livestream commerce formats.
HI-COM plans and delivers ROI-driven livestream campaigns matched to a brand’s identity and category — working with Chinese live-streamers on commission and production-fee-plus-commission arrangements, and coordinating around each platform’s own content and category rules, since not every product is suited to every platform. See HI-COM’s Douyin Marketing Services for creator casting and content production, or HI-COM’s full Livestreaming Marketing service for broadcast production and e-commerce integration across every major platform.
Discuss Your Livestream Campaign
RED (Xiaohongshu) E-Commerce Solutions
Not every brand is ready for a marketplace the size of Tmall or JD.com. Xiaohongshu (RED) offers an alternative built around product discovery and trust: as of May 2026 the platform counted more than 400 million monthly active users and 170 million+ daily active users, around 70% of them women and nearly 80% under 35. Its 2025 e-commerce GMV crossed RMB 850 billion — more than double 2024 — driven largely by its “social + commerce” model, where reviews and recommendations lead directly to purchase.
HI-COM helps brands register on and build attractive, search-optimized stores on RED and other platforms, pairing store setup with the KOC content that drives Xiaohongshu’s discovery algorithm. See HI-COM’s full Xiaohongshu (RED) Marketing service, or the platform overview in Top Chinese Social Media Platforms.
Discuss Your RED Store
Private Traffic and WeChat Mini-Program Group-Buying
As paid traffic on China’s marketplaces gets more expensive, private traffic (私域流量) — audiences a brand owns directly rather than rents from a platform’s algorithm — has become one of the most efficient China e-commerce channels. WeChat remains the backbone of this approach: brands build exclusive mini-program clubs and WeChat groups that cultivate communities of consumers with shared interests, reducing reliance on marketplace search algorithms and increasing retention through closer, higher-conversion relationships.
One of the clearest expressions of this is community group-buying: neighbourhood group leaders post links to discounted products in WeChat groups, and residents place large orders together to unlock direct wholesale prices — a model that has become especially popular in smaller Chinese cities. See HI-COM’s full WeChat Marketing service, HI-COM’s guide to community group-buying in China, or our Marketing Implementation service for WeChat account setup and campaign execution end to end.
Discuss Private Traffic & WeChatPinduoduo: The Platform Too Many Brands Still Overlook
Pinduoduo is often dismissed by foreign brands as a discount-only platform, but that reputation is increasingly out of date. By 2026, Taobao’s market share had fallen to roughly 32% and Pinduoduo’s had climbed to around 19%, ending the Taobao-JD duopoly that defined Chinese e-commerce for over a decade — and Pinduoduo’s user base has broadened well beyond bargain-hunters to include a growing share of higher-spending, brand-conscious shoppers.
For brands willing to look past the platform’s original reputation, Pinduoduo now represents real incremental reach that Tmall, JD.com and Douyin alone don’t cover. HI-COM can help evaluate whether a Pinduoduo presence fits a brand’s China strategy, and manage store setup and promotion if it does. See Pinduoduo in 2026: The Platform Premium Foreign Brands Should Not Ignore for more on this shift.
Discuss Your Pinduoduo StrategyExplore More
Page reviewed and updated September 2026 by HI-COM’s marketing team.
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