KOTRA's headquarters in Yangjae, Seoul. [KOTRA]
KOTRA's headquarters in Yangjae, Seoul. [KOTRA]

Chinese consumers are rapidly shifting away from search-based shopping toward short-form video and live commerce, and Korean consumer goods companies need to adapt by drawing buyers in through content rather than waiting to be found, according to a new analysis.

Korea Trade-Investment Promotion Agency (KOTRA) released a report Tuesday laying out strategies for expanding Korean consumer goods exports through China's cross-border e-commerce market.

The report covers shifts in Chinese consumer trends, platform-specific entry strategies, how to work with influencers and key opinion consumers (KOCs), and KOTRA support programs. It outlines a phased approach for small and medium-sized enterprises entering China: use content commerce and cross-border channels to gauge consumer response first, then pursue entry into local retail distribution networks.

Cross-border e-commerce refers to overseas consumers purchasing products directly through domestic online stores or platforms. For cosmetics and lifestyle consumer goods companies that face lengthy approval and distribution processes inside China, it offers a way to test market viability before committing to full entry.

The report argues that the way Chinese consumers discover products has fundamentally changed. Where shoppers once typed product names into search bars to compare prices and reviews, they now increasingly encounter and buy products while watching short-form videos and live broadcasts on platforms such as Douyin and Xiaohongshu.

Slowing domestic consumption and intensifying platform competition in China's online retail market have raised the premium on content that drives actual purchases, rather than simple advertising. Korean consumer goods — particularly cosmetics, food and household products — are among the categories where showing a product in use and sharing real reviews has the greatest influence on buying decisions.

KOTRA compared the characteristics of major platforms including Douyin Global, Tmall Global, JD Global and Xiaohongshu. The report also includes a practical guide on which platform to prioritize based on company size and product type, and how to combine influencers with KOCs.

KOCs are everyday consumers who carry influence in their networks. They may have smaller reach than celebrity influencers, but their credibility — rooted in genuine product reviews and word of mouth — has made them an increasingly valuable tool in China marketing.

KOTRA drew on cases gathered by its Qingdao trade center, which has worked with Douyin — China's largest content commerce platform — for two consecutive years. The report introduces the product categories and content formats Chinese consumers prefer, phased entry models and successful case studies, giving companies a ready reference.

The report also presents concrete results. Company A, a maker of skin-brightening functional cosmetics, entered Douyin with support from KOTRA's Qingdao trade center and generated 44 million won ($29,600) in live commerce sales during a week-long promotional event. The company subsequently recorded $170,000 in exports.

Company B, a value-focused skincare firm, had long delayed entering China due to the burden of obtaining sanitary approval certification, but successfully broke into the market through cross-border e-commerce channels. KOTRA said the cases demonstrate the effectiveness of using content commerce and cross-border platforms as a pre-validation strategy.

The core approach is to confirm consumer response first, then expand into retail distribution. Rather than committing heavy upfront costs to offline retail or major platform entry, companies can reduce the burden of time and money by using content-based test marketing to assess product acceptance and price competitiveness.

Hwang Jae-won, head of KOTRA's China regional division, said the Chinese consumer market is shifting to a structure where shoppers discover products through content rather than actively searching for them, adding that small and medium-sized enterprises can target the Chinese market more easily and quickly by leveraging cross-border e-commerce and content commerce.


kwater@heraldcorp.com