WB promotions are available to Chinese accounts on the same terms as for Russian sellers: event calendars, promo discounts, and WB Club. There is only one rule for participation: calculate your margin before clicking "Participate," because the discount applies to your price, while commission and logistics fees remain unchanged.
What is available
- platform promotion calendar — entry by product, promos have requirements for item ratings
- custom discounts and prices: management from the dashboard, including bulk updates via Excel
- WB Club discount — an additional discount for subscribers
- internal advertising: bids, CTR = clicks ÷ impressions × 100; actual expenses are in "Finance"
Promotion entry arithmetic
A 15% discount with a 25% margin leaves 10% — acceptable for the sake of turnover and rankings. A 15% discount with an 18% margin means breaking even. Recalculate before joining: unit economics taking the promotional price into account; the SPP for Chinese accounts (~5%) is already included in the storefront price.
What works in the cross-border model
- promotions — for items with sufficient margin and stock: a spike in orders without stock = cancellations
- boost new products with price at launch, not with deep discounts
- before the season — get goods to warehouses in advance: delivery times and geography
Frequently asked questions
Is it mandatory to participate in WB promotions?
No, participation is voluntary. However, promotions have an indirect cost of refusal: promotional items receive traffic, and the shelf position shifts toward them during the promotion. The decision is always mathematical: margin after discount versus expected increase in orders.
How to exit a promotion?
Via the dashboard, at any time according to the terms of the specific promotion. Best practice: enter with part of your assortment, monitor the first few days, then expand or exit based on the numbers.
Does external traffic work for Chinese accounts?
It works the same way as for any other: links from Telegram channels and reviews lead to a standard WB product page. It makes sense to start after the product page converts organic traffic.
Can Chinese sellers participate in Wildberries promotions on the same terms as Russian sellers?
Yes, Chinese accounts have access to the same event calendars, promo discounts, and WB Club benefits as Russian sellers. You must calculate your margin before participating because discounts apply to your price while commission and logistics fees remain unchanged.
How should I calculate if a promotion is profitable for my store?
You should perform unit economics by calculating your margin after the discount is applied. For example, a 15% discount with an 18% margin results in breaking even, so ensure your margin is sufficient to cover the discount while maintaining profitability.
Why does my internal advertising expense in campaign statistics look higher than the actual figure?
Impression data is updated with a delay of up to 3 days, which can cause the expense amount in campaign statistics to appear higher than the actual figure. You should cross-check your actual expenses in the Finance section to make accurate decisions.
What is the best strategy for promoting new products on Wildberries?
It is recommended to boost new products using their price at launch rather than relying on deep discounts. Ensure you have sufficient stock before promoting to avoid order cancellations, as promotions typically lead to a spike in orders.
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