Digital agencies run into the same problem across SEO, paid media, and QA: campaigns can look and behave differently depending on location, network reputation, device signals, and platform risk scoring, so a single “default” connection often hides the exact issues that break performance. That gap shows up as mismatched SERPs, inconsistent ad previews, blocked landing pages, wrong language or currency, and false positives in brand safety or fraud checks that only appear from specific regions or IP ranges.

According to Dentsu, digital advertising spend is forecast to grow 6.7% in 2026 and represent 68.7% of total ad investment, which raises the cost of inaccurate verification and missed geo issues. This article explains why digital agencies rely on proxies, what makes a provider agency-ready, and which services stand out in 2026.

Why Do Digital Agencies Need Proxies in 2026?

Digital agencies operate across multiple clients, platforms, and regions simultaneously, which creates technical constraints that standard network connections cannot handle. They need to see how ads, SERPs, and landing pages appear in different locations without one shared IP masking issues.

Multi-client separation

 Agencies must isolate traffic between clients to prevent data overlap, account linking, and skewed analytics, especially when teams run parallel audits and QA from the same workspace. Proxies assign distinct IP identities per project, ensuring clean separation between campaigns.

Geo-specific access

Search results, ads, pricing, and content vary by location, language, and platform policy. Proxies allow agencies to view and test assets exactly as local users see them, which is essential for SEO, PPC, and CRO work.

Platform restrictions and automation limits

Major platforms aggressively monitor IP reputation, request patterns, and location consistency. Proxies help agencies stay within acceptable behaviour thresholds while running monitoring, testing, and automation tasks.

What Makes a Proxy Provider a Good Fit for Digital Agencies?

A proxy provider fits digital agencies when it offers rotation and sticky sessions, city and ASN targeting, clear dashboards for quick debugging, trusted residential or mobile IPs, reliable uptime with responsive support, and transparent compliance and sourcing.

• Session control: Agencies need both rotation for fresh identity and sticky sessions for multi-step, logged-in work.
• Geo depth: City and ASN targeting matters for local SERP checks, ad delivery validation, and location-based UX reviews.
• Tooling and observability: Dashboards and clear usage/error visibility speed up debugging when results differ by location.
• IP trust level: Residential and mobile IPs usually look more like real users than datacenter IPs on sensitive platforms.
• Operational reliability: Uptime, stable performance under concurrency, and responsive support keep campaigns running on deadlines.
• Compliance and sourcing clarity: Clear sourcing and compliance details help satisfy clients, legal reviews, and procurement.

Which Proxy Types Work Best for Agencies?

Agencies usually combine residential proxies for SEO and content checks, mobile proxies for social and app platforms, and ISP proxies for stable dashboard sessions, using rotating for broad research and sticky for logged-in work.

Residential proxies

Residential IPs originate from real household ISPs, making them suitable for SEO checks, price monitoring, content validation, and general research on protected websites with fewer location and trust mismatches.

Mobile proxies

Mobile proxies route traffic through carrier networks and are useful for social media, app-based platforms, and environments where mobile traffic is prioritised, especially when platforms expect carrier-like signals.

ISP proxies

ISP proxies provide static, long-lived IPs that behave like residential connections, making them ideal for dashboards, seller accounts, and long-running admin sessions where consistency matters.

Rotating vs sticky sessions

Rotating sessions suit scraping and broad research, while sticky sessions are essential for logged-in workflows and tools that require identity persistence across multi-step actions.

How Were the Best Proxies Selected?

The best proxies were selected based on platform trust and acceptance rates, consistent performance and uptime under load, strong session and tooling features, flexible pricing that scales across agency sizes, and proven fit for SEO, PPC, SMM, and analytics workflows.

• Trust and reputation: Providers should maintain strong acceptance rates on major platforms, with fewer flags, blocks, and unexpected verification loops.
• Performance consistency: Latency should stay stable during peak hours, and uptime should remain dependable under concurrent agency workloads.
• Feature depth: Session handling should include both rotation and sticky modes, with clear rotation control plus dashboards and debugging tools.
• Pricing flexibility: Plans should scale from small teams to multi-client operations, offering predictable costs and room for short-term spikes.
• Use-case fit: Providers should work reliably across SEO checks, PPC validation, SMM operations, and analytics workflows without frequent workarounds.

6 Best Proxies for Digital Agencies in 2026

Top proxy picks for digital agencies include Live Proxies for stable private residential sessions, IPRoyal for budget-friendly mixed proxy types, Webshare for fast self-serve setup with SOCKS5, Oxylabs for enterprise scale and advanced tooling, Decodo for balanced pricing with flexible rotation, and ProxyEmpire for broad geo coverage with solid session control.

1. Live Proxies

Live Proxies focuses on private residential proxy allocation with strong session stability. It supports rotating and static residential proxies for long-running agency workflows like analytics, QA, and multi-region testing. Agencies often rely on their proxy solutions for sensitive targets where IP reuse and session drops cause issues.

2. IPRoyal

IPRoyal offers a cost-effective mix of residential, mobile, ISP, and datacenter proxies. It fits smaller agencies or teams running moderate-risk campaigns, account warming, and routine monitoring without enterprise-level complexity.

3. Webshare

Webshare is a self-serve platform providing datacenter, residential, and static residential proxies. It suits agencies that need fast provisioning, SOCKS5 support, and simple integration for scraping, QA checks, and internal tools.

4. Oxylabs

Oxylabs targets enterprise agencies and regulated environments. It provides large residential and mobile pools, advanced unblocker tools, and extensive geo coverage. Agencies handling high-volume automation or sensitive verticals often choose Oxylabs for its governance and scale.

5. Decodo (formerly Smartproxy)

Decodo balances affordability and performance. It supports residential, ISP, mobile, and datacenter proxies with flexible rotation, making it suitable for mid-sized agencies managing SEO, SMM, and automation across multiple clients.

6. ProxyEmpire 

ProxyEmpire provides residential, mobile, and datacenter proxies with broad geo coverage. The service supports session control and targeting suitable for SEO monitoring, ad verification, and data collection. It is often chosen for flexible pricing and stable performance across different workloads.

How Do Proxy Providers Compare for Digital Agencies?

Digital agencies typically need proxies that stay stable under load and remain accepted on protected platforms. Comparing providers across capabilities, workflow fit, and operational control makes it easier to pick a setup that scales across clients.

Top Proxy Options for Agency Work

The providers below are picked specifically for agency workflows, where results need to stay consistent across locations, sessions must behave predictably, and different proxy types need to map cleanly to different tasks, from verification and localisation QA to monitoring and automation.

1. Live Proxies

Live Proxies is positioned for teams that need clean residential access with predictable control, plus a mix that supports both rotation-heavy and session-stable work. Its setup fits agencies that run recurring QA, analytics, and multi-region validation where consistent identity handling matters as much as scale.

Why agencies pick it:

• Private Allocation Model: IP ranges are assigned to minimise cross-tenant overlap, which can improve consistency on sensitive sites.
• Session and Rotation Control: Rotating residential, static residential, and rotating mobile support different agency tasks, from SERP checks to logged-in flows.
• Operational Tooling: Built-in proxy checker, real-time dashboard, and configurable rotation controls support troubleshooting across clients.

Proxy Types:

• Rotating Residential: Supports high-volume monitoring and geo QA with frequent identity refresh.
• Rotating Mobile: Helps in stricter environments where carrier-style traffic is more accepted.
• Static Residential Proxies: Keeps a steady identity for logins, dashboards, and multi-step flows.

Best for:

• Ad Verification and QA: Supports stable sessions for multi-step previews and placement checks.
• SERP and Localisation Checks: Helps replicate location-sensitive results across markets.
• Multi-Client Isolation: Reduces cross-client overlap when teams work on multiple brands in parallel.
  

Limitations:

• Free trial: Available only for enterprise (B2B) users. 

2. Oxylabs

Oxylabs is built around enterprise-scale governance and tooling that helps on hard targets, which is why it often appears in agency stacks when clients demand reliability and documentation.

Why agencies pick it:

• Enterprise Reliability: Infrastructure is designed for continuous workloads across many regions.
• Unblocking Tooling: Unblocking features can reduce manual tuning on strict sites.
• Governance Posture: Documented sourcing and compliance positioning support enterprise client checks.

Proxy Types:

• Residential Proxies: Household-style IPs that typically carry higher trust signals and blend into normal user traffic.
• Datacenter Proxies: High-speed, cost-efficient addresses that suit volume-heavy collection and routine scraping.
• ISP Proxies: Static, residential-like IPs sourced from internet providers for stable sessions and repeat checks.
• Dedicated Datacenter Proxies: Exclusive high-performance IPs designed for consistent throughput under intensive workloads.
• Dedicated ISP Proxies: Premium static ISP identities from top-tier networks for the strictest targets and maximum reliability.
• Mobile Proxies: Carrier-network IPs that mimic real mobile traffic and often provide the strongest resistance to blocks.

Best for:

• Enterprise Client Work: Supports compliance-heavy procurement and audit expectations.
• Hard-Target Monitoring: Helps when marketplaces and publishers enforce strict blocking.
• High-Volume Pipelines: Fits continuous extraction and reporting workflows across multiple geos.
  

Limitations:

• Higher Entry Cost: It can be less accessible for small agencies with light usage.
• More Setup Complexity: It rewards teams that can tune workflows rather than relying on defaults.
  

3. Decodo (formerly Smartproxy)

Decodo is positioned around accessible onboarding, a clear interface, and a broad proxy mix that fits everyday agency automation. It suits mid-market teams that need reliable rotation options and straightforward scaling across multiple client workflows without adding operational complexity.

Why agencies pick it:

• Balanced Proxy Mix: Residential, datacenter, ISP-style, and mobile options cover common agency workloads.
• Practical Tooling: APIs, browser extensions, rotation options, and geo targeting support day-to-day execution.
• Predictable Scaling: It can fit mid-sized teams that want clarity on usage and expansion paths.
  

Proxy Types:

• Residential Rotating: Handles routine research, localisation checks, and daily verification on many sites.
• Mobile Rotating: Supports stricter social and app-like environments with heavier device checks.
• Static Residential Proxies: Maintains persistent identity for dashboards, logins, and longer sessions.
• Datacenter Proxies: Fits speed-first, lower-risk tasks like bulk checks and API-style work.
  

Best for:

• Mixed Agency Workflows: Covers SEO, QA, and monitoring without overcomplicating setup.
• Automation at Mid Scale: Supports recurring jobs that need reliable rotation modes.
• Team-Friendly Onboarding: Fits agencies that want to move fast without enterprise-style procurement cycles.
  

Limitations:

• Not Enterprise-Max Scale: The heaviest workloads may need tighter tuning or higher plans.
• Target Sensitivity Still Applies: Some strict environments may still require mobile-first setups.
  

4. Webshare

Webshare is a self-serve option designed for fast deployment, with a simple lineup that maps well to agency needs when the team prefers product-led setup. It works well for quick QA checks, internal tooling, and routine scraping tasks where speed of provisioning matters more than advanced enterprise controls.

Why agencies pick it:

• Self-Serve Simplicity: It fits teams that want fast provisioning without long onboarding.
• Protocol Flexibility: SOCKS5 availability can help with tooling compatibility.
• Clear Product Lineup: The offering maps cleanly to common agency scenarios.
  

Proxy Types:

• Residential Rotating: Helps with higher-trust access on consumer-facing targets that filter datacenter traffic.
• Static Residential Proxies: Keep a persistent identity for longer sessions and repeat logins.
• Datacenter Proxies: Delivers fast throughput for bulk, lower-risk routines where speed matters most.
  

Best for:

• Routine QA and Monitoring: Fits daily checks where speed and simplicity matter.
• Tool Compatibility: Works when SOCKS5 support is required by specific stacks.
• Quick Client Spin-Ups: Helps agencies stand up workflows on short timelines.
  

Limitations:

• Fewer Enterprise Add-Ons: It is less oriented toward managed unblockers or bespoke support.
• More Internal Testing Needed: Strict targets may require more experimentation and tuning.
  

5. IPRoyal

IPRoyal is commonly used when budgets matter, and the workflow is lower risk, or when agencies want flexible consumption without feeling locked into monthly waste. It fits smaller teams running monitoring, warming, and geo checks that benefit from simple plans and a broad proxy mix without heavy operational overhead.

Why agencies pick it:

• Budget Control: It suits agencies that scale usage client-by-client.
• Flexible Consumption: It fits testing phases and seasonal demand spikes.
• Straightforward Setup: It tends to be easy to deploy for daily operations.
  

Proxy Types:

• Residential Rotating: Suits budget-aware monitoring and everyday research workflows.
• Mobile Rotating: Adds carrier-style trust for stricter platforms and mobile-first checks.
• Static Residential Proxies: Keep a stable identity for dashboards, recurring logins, and reporting tools.
• Datacenter Proxies: Works for fast, non-sensitive processes and bulk checks.
  

Best for:

• Pilots and Proofs of Concept: Fits testing before committing to higher-tier stacks.
• Seasonal Agency Work: Helps when proxy demand varies across months.
• Lower-Risk Research: Supports broad monitoring where strictest trust signals are not required.

Limitations:

• Not Always Ideal for Strict Targets: Some environments may require premium mobile or tightly controlled pools.
• Consistency Depends on Matching Type to Task: Wrong proxy choice can increase blocks quickly.
  

6. ProxyEmpire

ProxyEmpire is typically chosen when an agency wants a broad proxy lineup with both rotating and stable options, and when the work mix spans verification, market research, and automation.

Why agencies pick it:

• Broad Product Coverage: It supports multiple proxy categories, which helps agencies match traffic type to task risk.
• Targeting Depth: Granular geo options can improve accuracy for local SERPs, ads, and localisation QA.
• Flexible Workload Fit: It can support both rotation-heavy monitoring and session-stable workflows.

Proxy Types:

• Rotating Residential Proxies: Provide rotating household-style IPs for large-scale sessions and data collection, using back-connect style rotation.
• Static Residential Proxies: Provide dedicated static residential identities for long-lived workflows, including persistence that can last up to a month.
• Rotating Mobile Proxies: Provide carrier-network rotation for mobile-first and app-sensitive targets, with targeting that can go down to the mobile carrier level.
• Dedicated Mobile Proxies: Provide dedicated mobile endpoints with unlimited bandwidth and on-demand IP changes when the workflow needs controlled resets.
• Rotating Datacenter Proxies: Provide rotating datacenter IPs positioned for simpler, cost-focused automation and bulk tasks.
  

Best for:

• One-Vendor Coverage: Fits agencies that want one provider across multiple risk tiers.
• Geo-Sensitive Validation: Helps when location accuracy affects insights and reporting.
• Parallel Client Work: Supports distributing identity across projects to reduce correlation risks.
  

Limitations:

• Type Selection Still Matters: Datacenter traffic on strict consumer targets can trigger avoidable blocks.
• Testing Is Required Before Scaling: Performance can vary by target, so validation should come first.

What Need an Agency Check Before Buying?

Agencies should check peak volume and concurrency handling, session stability with predictable rotation, geo accuracy at city and ASN level, and pool cleanliness with low overlap to reduce cross-client risk and shared blocks.

Expected Traffic Volume and Concurrency

Capacity planning prevents surprise throttling. Agencies should test peak threads, burst request patterns, and multi-location routing for stable speed and predictable latency. The provider should handle concurrent client checks without quality drops.

Session Stability

Consistent sessions keep complex tasks running. Sticky sessions should hold identity across logins and verification steps, remain stable in long workflows, and avoid unexpected IP changes. Predictable rotation rules matter for frequent account switching.

Geo Accuracy

Deeper targeting improves decision quality. City and ASN-level routing helps validate local SERPs, ad delivery, language, and pricing with fewer false signals. Precise geo options reduce conclusions that fail in specific metros.

Pool Cleanliness and Overlap

Cleaner pools reduce cross-client contamination. Low reuse and limited overlap protect reputation signals, limit correlation risk, and improve results on sensitive platforms. It also lowers the chance of shared blocks affecting tests.

Conclusion

In 2026, proxies are foundational infrastructure for digital agencies rather than optional tools. As platforms tighten controls and localisation becomes more granular, agencies need clean IPs, stable sessions, and precise geo access to deliver accurate results for clients.

Live Proxies, IPRoyal, Webshare, Oxylabs, Decodo, and ProxyEmpire each serve different agency profiles, from boutique teams to enterprise operations. The best choice depends on campaign risk, scale, and the level of control required, but investing in the right proxy setup consistently pays off in reliability, accuracy, and long-term operational efficiency.

For international brands, website loading speed in China is not a technical detail. It directly affects user experience, bounce rates, and visibility on Baidu. The Chinese internet has its own rules, infrastructure, and constraints. Ignoring them can quietly kill your performance.

We have been helping international brands navigate China’s digital ecosystem for years. From hosting and CDN strategy to ICP licensing and China web optimization, we see the same speed issues again and again. And we’ve helped many Brands to fix them.

In this article, we break down why your site is slow in China and what to do about it. We’ll guide you through the real causes, the right optimizations, and the practical solutions that help international brands load faster and perform better in China.

Key Takeaways

• Website speed is crucial for business success in China, and slow loading times can severely harm user experience and search engine rankings.
• The Chinese internet landscape presents unique challenges related to network infrastructure, government censorship, and firewalls, as well as heavy content and large file sizes.
• You need to optimize your web content with Chinese audiences in mind; this involves finding ways around the Great Firewall of China, reducing network latency through CDN services or hosting servers closer to target markets, compressing files, optimizing images, reducing unnecessary elements on a page…

The Importance Of Website Speed For Business Success In China

A slow-loading website can severely damage your chances of success in China because it directly impacts user experience and results in higher bounce rates. Moreover, quick load times are essential as they influence search engine rankings in local search engines like Baidu.

One study revealed that 90% of sites take five seconds or longer to load in China, while users expect load times to be under two seconds.

When European websites were tested within China, an alarming statistic showed that about 85% took an average of 33.1 seconds to load – making them nearly eight times slower than expected! In order to overcome these challenges and effectively compete within the Chinese market, optimizing your website loading time should be a top priority for your overall digital strategy.

It is worth noting that in January 2022, the number of internet users in China reached a staggering 1.02 billion, signifying a substantial digital population. At the beginning of that year, China’s internet penetration rate accounted for 70.9 percent of its total population. According to Kepios analysis, there was a notable growth of 35.9 million internet users (+3.6 percent) in China between 2021 and 2022.

The importance of internet speed lies in its ability to retain and attract new audiences and customers. A fast and reliable internet connection ensures that users can access online content quickly and efficiently, creating a seamless browsing experience. In today’s digital age, where attention spans are short and competition is fierce, a slow internet connection can lead to frustration and drive users away.

On the other hand, a high-speed internet connection enables businesses to deliver content, products, and services to their target audience without delay, improving customer satisfaction and engagement. Therefore, maintaining a fast internet speed is crucial to avoid losing potential customers and to stay competitive in the online marketplace.

The Chinese Internet Landscape

The Chinese internet infrastructure is unique and complex, with the Great Firewall of China being a major hurdle that impacts website speed and accessibility.

Unlike the global internet landscape, China’s digital sphere is dominated by four leading providers:

• China Telecom
• China Unicom
• China Mobile
• CERNET (China Education and Research Network).

This restrictive environment poses unique challenges related to website loading speed due to factors such as limited peering points, fragmented network topology, and poor connectivity between domestic and international networks.

For example, when users try accessing a foreign website from mainland China without proper optimization measures in place, they may face significantly slow load times or even fail to access the site entirely.

The Great Firewall Of China And Its Impact On Website Speed

As we mentioned earlier, the Great Firewall of China, a term coined to describe the country’s sophisticated internet censorship system, has a significant impact on website speed for users in China.

This advanced infrastructure is designed to regulate and control access to foreign websites within China’s borders.

Due to strict government regulations and domestic internet policies, many popular Western platforms like Google and Facebook are extremely slow or completely blocked in China. The Great Firewall employs various techniques such as IP blocking, DNS filtering, and packet inspection to scrutinize web traffic entering from other countries.

Consequently, foreign websites face longer loading times due to increased latency caused by these restrictions.

Reasons For Slow Websites In China

Besides government censorship and firewalls restricting access to foreign websites and service providers that are deemed inappropriate or sensitive, there are other reasons too that pose unique challenges for companies looking to expand their digital footprint into China’s market.

Discussion On Network Latency And Distance

When it comes to slow website loading times in China, network latency and distance play a major role. Network latency refers to the time it takes for data packets to travel between the user’s device and the website server.

Distance-related latency is caused by the physical distance from the user to the website server. The further away the server is from China, the longer it will take for data packets to reach their destination and vice versa.

One solution would be hosting your website on a server that’s physically closer to your target market – i.e., using a Content Delivery Network (CDN) with Points of Presence (PoPs), which are essentially satellite servers distributed throughout Asia-Pacific regions close enough so that when people visit a website hosted within these PoP locations (such as Hong Kong or Singapore), they have faster access compared with those visitors accessing websites delivered from US or European-based hosts.

The Impact Of Heavy Content And Large File Sizes

When your site contains too much data, such as high-resolution images or videos, it can significantly slow down loading times. This delay can lead to frustration for users and cause them to seek out faster alternatives instead.

One example of how heavy content can negatively affect website performance in China is with e-commerce sites that use large product images. Customers expect high-quality visuals when shopping online, but if those images aren’t properly compressed or optimized, they will take longer to load – which results in a poor user experience.

Website optimization tactics such as compressing files, removing unnecessary plugins/scripts/assets, and reducing image sizes can also help improve loading speeds for Chinese users while maintaining brand integrity and visual appeal online; making use of caching techniques also reduces content turnaround time as browsers only need part of the site rather than downloading every asset each browsing session.

Case Studies Of Slow Websites In China

We have come across several examples of businesses facing website speed issues in China. In one case, a popular e-commerce platform observed that their website was taking more than 30 seconds to load, which led to a high bounce rate among Chinese users.

Another example is a media company whose website often failed to load completely due to blocked content like social media widgets, resulting in a poor user experience for Chinese visitors.

Airbnb experienced significant delays in loading its platform due to the Great Firewall. This meant that Chinese travelers were unable to access or book accommodations on Airbnb.

To ensure your business’s website runs smoothly in China, it’s crucial to identify these problems early on and take action accordingly.

Solutions To Improve Website Speed In China

China-Optimized CDN

One effective solution to improve website speed in China is by using a China-Optimized Content Delivery Network (CDN). This means that you can cache your website content on servers located in China, allowing for quicker delivery to Chinese internet users.

When selecting a CDN provider, make sure they have an established presence and partnerships within the Chinese market. They should also offer advanced performance optimization features such as smart caching and image compression.

Optimize Page Elements And Reduce File Sizes

This can be achieved by minifying resources such as HTML, CSS, JavaScript, and media which reduces web page size and subsequently improves loading speeds. For instance, compressing images into JPEG format generally loads faster than PNG or GIF formats while reducing file size.

By optimizing your website for faster loading time through resource minification and image optimization techniques that work best for Chinese audiences, you can create an effective user experience that will encourage users to stay on your site longer.

It’s also essential to ensure that the code is optimized so there are no unnecessary lines of code loaded along with the main content.

Using A China-Based Server

If you’re thinking of using a China-based server, there are a few things to keep in mind. First, while local hosting can improve the chances of reaching a Chinese audience, it does not guarantee extraordinary speed.

Additionally, it’s important to consider the legal and regulatory requirements for operating a website in China. This includes obtaining an ICP license. The process involves submitting an application and supporting documents to the relevant authorities, including proof of your business registration and compliance with Chinese content laws.

While this can be a hassle for businesses looking to enter the Chinese market, there are several benefits to obtaining an ICP license. For one, it allows your website to operate legally within China and ensures that your business is compliant with local regulations.

Additionally, having an ICP license can improve your website’s loading speed by allowing access to hosting and CDN services optimized for the Chinese internet landscape.

Optimizing Website Speed: Our Agency’s Expertise

In conclusion, our agency is here to assist you in navigating the crucial aspect of website speed in China. With over 20 years of experience, we understand the significance of fast-loading websites in determining the success of your business. Slow loading times can lead to poor user experience and negatively impact customer behavior.

To address this issue, we offer comprehensive solutions that include utilizing a China-optimized Content Delivery Network (CDN), optimizing page elements, reducing file sizes, hosting on a China-based server, and obtaining an ICP license while considering legal and regulatory considerations.

You can rely on our expertise and knowledge to enhance your website’s performance in China. Feel free to reach out to us at any time for assistance.

For international brands, this changes everything. If your business cannot accept local mobile payments, Chinese consumers simply move on. Understanding how mobile payment works in China is now a basic requirement to enter the market.

We’ve spent over 10 years helping international brands operate and sell in China. Our teams work daily with Alipay, WeChat Pay, and other platforms, turning complex payment systems into practical, scalable setups for global marketers.

In this guide, we break down mobile payment in China in clear, simple terms. You’ll learn how the main platforms work, what options are available to foreign brands, and how we help you choose and implement the right solution with confidence.

An overview of the digital payments landscape in China

Mobile payments in China are something that has been used long before we started digital payments in the West. There were more than 956 million mobile payment users in 2023, which is around 68% of the whole Chinese population. It is predicted that by the end of 2023, digital payments value in the country will reach 3.63 trillion dollars, putting the country as a leader, with the United States and its 1.8 trillion dollars following China’s footsteps.

Chinese people use mobile payment platforms to pay in restaurants or for food delivery, to pay for shopping online and offline, but also to pay their bills, or to pay for the services they use. Of all the users of mobile payments, around 99.8% use them daily, ranging from one up to three usages per day (54.9%) up to more than 10 usages per day.

How China’s society became cashless?

While people in developed countries around the world were slowly switching from cash payments to bank card payments, Chinese netizens were going toward becoming a cashless society. It all started in 2004 when Alibaba Group introduced Alipay, a mobile payment system, with the purpose of making the purchasing process on Taobao easier and faster for Chinese consumers.

After the introduction of smartphones, things started to heat up with WeChat wanting to have a piece of that cake. WeChat Pay, a mobile payment platform built in the WeChat ecosystem was introduced in 2013. As WeChat is the most popular social media app in China, with 1.26 billion monthly active users as of 2023, it’s not a surprise that WeChat payments became widely used by users of the app.

In 2015, roughly 35% of smartphone users were using mobile payment systems, while today the number went up to around 80%. Such a fast development resulted in the lack of the use of bank cards. Chinese people either use them on very rare occasions or don’t use them at all.

How do mobile payment transactions work in China?

There are several different ways to pay via mobile in the West, while in China all the systems are unified, based on QR codes, that are widely used for many purposes in the country. Every mobile payment platform works similarly there, offering two options for mobile payment transactions;

• Scanning a QR code displayed on someone else’s phone, a website, an e-commerce platform, social media store, a physical store, or a street vendor. Then, the amount is either already set and displayed on the screen or the customer needs to type it himself and accept the payment with one click.
• Generating a QR code on your phone, with either a fixed amount or an option for the buyer to choose the amount.

One of the main reasons for such a big penetration rate of mobile payments in China is the fact that the process is very simple, intuitive, and fast. Definitely much faster than looking for cash and waiting for the seller to count it.

10 most popular online and mobile payment providers in China

When it comes to the market share of online and mobile payments in China, WeChat Pay and Alipay are undisputed leaders in the market. According to reports done by Statista, 9 out of 10 online payment users paid using these payment providers in the last 12 months.

What is important to understand is that Chinese people don’t choose one payment provider from the available ones but use at least two of them simultaneously, depending on the type of purchase. For example, when they are buying something on Taobao, they will pay using Alipay, while they will use WeChat Pay to send money to a friend or top up their phone.

WeChat Pay and Alipay: a royal couple of all mobile payment platforms

As we already mentioned, Alibaba’s payment method and Wechat’s payment method are the leaders and main competitors in the market. Let’s see what contributes to their success;

Alipay

Alipay is China’s biggest online payment system with around 50% market share. This online payment system has developed partnerships with at least 19 Chinese national banks and 40 local commercial banks.

Apart from being the most popular payment provider in China, Alipay is also the biggest mobile payment provider in the world, with 1.3 billion users in 2023. One of the reasons for its popularity is the fact that it is the payment method used by Taobao and Tmall, the biggest e-commerce platforms in China. As Alibaba doesn’t allow WeChat Pay on its platforms, all the users of these e-commerce sites use Alipay for all their purchases there.

Alipay provides safe, trustworthy, and convenient online and mobile payment systems to Chinese shoppers because the money is only transferred to the merchant when the shopper has accepted and is satisfied with the product.

Can foreign companies and individuals set up an account on Alipay?

Fortunately, Alipay allows foreign companies and individuals to start an account and use Alipay on daily basis. Here are the steps to take in order to start using Alipay payment options:

1. Go to the Alipay website and click on “Merchant” to select the type of account you’re interested in. Luckily for all non-Chinese speakers, the website is also available in English.
2. Go through the registration process and submit your application
3. After submitting the application, you’ll need to go through the qualification process, where you’ll need:
   • Company registration number
   • Personal ID and contact details
   • Legal details
   • Copy of your business license
   • Company bank account
   • Company financial records
4. Apply formally for Alipay products – after the qualification process you will be asked to apply formally
5. Integrate the Alipay payment method into your business – this will require developers’ help.

Since 2023, Alipay introduced the option of using international cards to pay. There is no need for a Chinese bank account or cooperation with financial institutions for you to be able to pay with Alipay now, and all you need to do is to add your international bank card to the app.

Setting up an Alipay account as a foreign company costs approximately $1000. Additionally, Alipay counts up to 3% of ongoing transaction fees.

WeChat Pay

WeChat Pay is a mobile payment platform that is a built-in WeChat super-app. This feature was introduced in 2013 and has gained a lot of popularity since then. Today, it’s been used by the majority of users of mobile payments, as it’s very convenient for everyone that has an account on WeChat and prefers to pay using a mobile phone.

Every WeChat Pay user can access a mobile wallet inside the app, that allows users to transfer money through the generation of QR codes and pay for services like taxis, purchase goods in WeChat Stores, pay for grocery shopping, order food, buy flight tickets, send money to friends, pay for shared bills in restaurants and many more. WeChat Wallet is also a place where users can deposit money for future use in the app.

Every WeChat user interested in this feature can link his/her Chinese bank card with the wallet. What is downside is definitely the fact that WeChat doesn’t support foreign bank card owners, but there are ways to be able to use WeChat as a foreign company;

How can foreign companies and individuals set an account on WeChat Pay?

Since 2023, WeChat, following Alipay, allowed foreigners to use WeChat Pay with foreign bank cards. The process is very straightforward and you can add your bank card to the app in just a few minutes. We explained how to do it here.

Other mobile payment systems available in China

Apart from WeChat Pay and Alipay, which are indisputable leaders among Chinese payment providers, there are many more payment systems available for Chinese consumers, that prefer to use mobile apps and mobile wallets instead of other, more ‘old-fashioned’ payment options.

Union Pay

UnionPay is a Chinese bank card association and the only interbank network in China. It was founded in 2002 as a cooperative venture between the Bank of China and the Industrial and Commercial Bank of China. International cross-border commerce merchants in China are choosing to offer return policies for card payments instead of offering cash on delivery options. Because of that, UnionPay card payments are becoming a preferred online payment method for foreign companies.

UnionPay is the world’s second-largest card network by the number of cards issued, after Visa. In addition to standard debit and credit cards, UnionPay also issues co-branded cards with several international airlines and hotels. UnionPay serves as both a domestic and an international payments network. In China, UnionPay operates as a debit card network but also offers cross-border transactions with merchants around the world.

JD Pay

JD Pay is a mobile payment platform developed by the Chinese e-commerce company JD.com. It allows Chinese consumers to pay for goods, services, and financial products with their mobile phones. JD Pay was first introduced in August 2014 as a way for customers to pay for products on JD.com’s website using their smartphones. In March 2016, JD Pay added support for payments made through WeChat.

JD Pay is available as one of the payment apps on iOS and Android devices. To use the service, users need to create a JD Pay account and add credit or debit cards from Visa, UnionPay, or Mastercard.

Tenpay

Tenpay has been developed in 2005 by Tencent which also owns QQ.com, a popular social platform in China. Through Tenpay, companies, and consumers can send and receive payments online in a secure way. In addition, this payment system allows users to charge their mobile devices.

Tenpay also has launched a payment system on QQ.com called QQ Wallet, a function similar to WeChat Wallet. Although Tenpay is on the market for much longer than WeChat, it didn’t succeed in becoming the leader of digital payment systems in China and the biggest Alipay competitor like WeChat.

Apple Pay and Huawei Pay

Apple Pay and Huawei Pay are mobile payment systems developed by technological giants: Apple and Huawei. They are very similar to each other, allowing users of their devices to pay for goods and services with a built-in payment app, that can be linked with different Chinese bank accounts or international credit cards. What is interesting is that those apps, also known in the West, needed to implement the QR code payment technology for the Chinese market, as in other countries payments are done using near-field communication.

Duoduo

Duoduo is one of the payment systems developed by e-commerce giants to make online shopping easier and more convenient for Chinese consumers. Duoduo was launched in 2020 by Pinduoduo, one of the biggest e-commerce platforms in China. The launch date was a strategic move, as Pinduoduo, due to an option of group buying, became one of the most used platforms during the Covid-19 pandemic. It won’t be a surprise then that the user penetration rate that year reached 86%.

Baidu Wallet

Baidu Wallet is a mobile payments app developed by Chinese internet giant Baidu. It allows users to make payments and transfers, as well as store loyalty cards and coupons. The app also offers a range of other services, including wealth management, hotel bookings, and online shopping.

PayPal

Paypal is one of the most popular payment systems in the world. As of 2023, Paypal has more than 426 million active users and is available in more than 200 markets in the world. Users can transfer money using 25 different currencies worldwide. In 2019, Paypal acquired a Chinese-licensed payment company named Gopay, becoming the first foreign payment company with a Chinese license.

What are the benefits of digital payment systems in China?

As China is heading towards becoming the biggest cashless society in the world, digital payments in China are something that foreign companies should not neglect if they want to succeed. There are many benefits of using online payments, which can be divided into benefits for consumers and benefits for companies;

Consumers’ benefits

• Convenience – this is the biggest benefit of using cashless payment systems, as it takes less time to pay with a phone than looking for a credit card or cash in your wallet or pockets. There are also many options that help customers share the bills, send money to friends, and so on.
• Everything is in one place – mobile wallets, especially WeChat Wallet, have a lot of functions and services that are all in one place. There is no need to look for an option of ordering a taxi, tapping up the phone, or paying the bills, as everything is in one app.
• Tax refunds – the major players on the market, Alipay and WeChat Pay started a partnership with tax refund institutions. Thanks to that, consumers can now secure rebates on their purchases.
• Security – all mobile payment systems are very well secured and sometimes it’s just more safe to buy products, especially expensive ones, using mobile payment methods than cash.

Companies’ benefits

Apart from the benefits mentioned above, which are also important for business owners, here are some additional ones;

• Individual approach to customers – Alipay and Wechat pay offer the possibility to create special offers and marketing campaigns. Customers can receive coupons and special offers on products they were interested in and ads for those similar to their interests.
• Customers are willing to spend more – a lot of reports show that people are willing to spend more with mobile payment methods. This is especially important when it comes to Chinese tourists traveling abroad, as they are not used to paying by cash. Offering Chinese consumers an option of mobile payment puts you ahead of your competitors.
• Improved Customer Loyalty – Offering mobile payments can also help to improve customer loyalty.

Implement Chinese payment systems in your strategy to win an audience in China

In order to capitalize on the Chinese market, it is important that you offer payment options that Chinese customers are comfortable with. We recommend using one or more of the major Chinese payment systems to make it as easy as possible for your customers to buy from you. By doing so, you will be putting yourself in a much better position to win over this lucrative audience and grow your business.

Which system of payment in China should you choose? Contact us!

With so many mobile payment systems in China that are unknown to the Western world, it might be confusing and hard to know which one will be the best for your brand. If you’re interested in implementing one or more digital payment options into your business, don’t hesitate to contact us.

We are China digital agency with more than 10 years of experience working with international brands. We have more than 1000 satisfied customers from all over the world, whom we helped with putting their businesses on the Chinese market. Our team consists of Chinese and foreign professionals that can walk you through the process of setting up an account on China’s mobile payment providers.

For international brands entering China, this model opens new doors. Instead of relying solely on ads or distributors, affiliate marketing connects your products directly with millions of engaged Chinese consumers through trusted creators.

At GMA, we’ve helped global brands succeed in China for over a decade. Our team has launched affiliate and KOL campaigns that turn visibility into measurable e-commerce growth—across Taobao, Douyin, and beyond.

In this guide, we’ll show you how affiliate marketing works in China, why it’s transforming e-commerce, and how your brand can leverage this opportunity to reach and convert Chinese shoppers effectively.

What is affiliate marketing?

Affiliate marketing is an advertising model in which a company will use and compensate a third party to generate traffics and leads to the company’s product. The third party is therefore called “affiliate” and is paid through a commission fee.

Why Affiliate marketing in China can change the game?

Affiliate marketing is the perfect match for e-commerce merchants. If they need to reach a wider base of Chinese internet users and therefore potential customers, these merchants will just need to cooperate with an affiliate.  And the wider is his network, the better he will be.

How does it work?

The affiliate communicates and promotes the products offered by a company on the E-commerce platform to his network. He can implement marketing content (text, photos, videos, etc.), ads, and links on all channels available on his network. Afterward, he’ll redirect visitors who previously clicked on one of these links/ads to the e-commerce online store. And if the redirected users purchase something, the affiliate will get a commission according to what has been negotiated with the company (generally 5-10% of the sales price).

Also, following the rise of e-commerce platforms in China, affiliate marketing turns out to be a real competitive advantage in terms of dragging new leads and developing a company business through social media.

Reminder about China’s retail market in 2019:

• Current growth of 3.5% reaching $5.291 trillion
• Forecast expect the Chinese retail market to reach $5.6 trillion in the coming years
• Retail e-commerce sales represent 36.6% of total retail sales
• By 2023, retail e-commerce sales should represent 63.9% of total retail sales

Top 3 retail e-commerce platforms in China?

• Alibaba (Tmall & Taobao) taking around 56% of retail e-commerce sales
• JD.com with around 17% share
• Pinduoduo

China, a country with some of the biggest e-commerce platforms in the world and the largest market place is now under the trend of the most popular video-sharing app: Douyin.

With an average time spent on the app by Chinese users of 56-73minutes per day, Douyin is not only the most popular short video app, it’s also the most plebiscite app to make money.

Furthermore, the video king has recently made an update allowing content creators to link directly to the Taobao e-commerce platform… And this is an amazing opportunity. It looks like paradise for affiliate marketing.

From now on, affiliates earn a commission for every sale they manage to bring to Taobao stores and Douyin is a perfect playground for them. It literally changed the game for Taobao’s affiliate marketing program: Taobaoke.

Douyin in couple words:

• Average users spend 56-73on the app
• Average video’s length: 1min
• Daily active users on the app: +300 million

Why is Douyin a game-changer?

• Good content prime. No need to be famous or having a high budget in video production.
• Low-cost tool. A smartphone is enough to start doing good content and target a wide audience.
• Simple monetization system and good integration of Taobaoke

With this app, the few things affiliate marketers need are:

• A good content
• Consistent uploads
• Stick to their niche market

How does Douyin’s affiliate marketing works on Taobaoke?

There are usually four main actors in the Douyin Taobaoke business, constituting a very simple model.

• The business

If they want traffic to be generated to their store, they’ll negotiate with an affiliate broker who will manage a network of content creators.

• A broker

He distributes the job to its network of content creators in the right niche market. In exchange for what he’ll get a small fee from the affiliates.

• Individual/content creator

He will simply input the product into its video-based. He’s free to promote it in his own way through the app from the moment he’ll set up the affiliate link in his videos. Videos that will hopefully bring visitors to the client’s Taobao/Tmall store.

• End consumer

The end consumer just has to enjoy the short videos that interest him. And if he likes something, he’s free to follow the link straight to the Taobao store where he can buy the product without having to manually switch apps.

Can anybody work as a content creator?

Unfortunately, not. To do so, an individual must have over 10 thousand of legit followers. Plus, the content should be of high quality and match Douyin Algorithms. Last but not least, a content creator must stick to his niche market.

• Get +10K followers
• Register as a seller
• Register as a Taobaoke Affiliate
• Enable seller feature
• Find the right products in your niche market

But regardless of the position you have toward Douyin Taobaoke business model, it offers many advantages for all of its business actors:

• End consumers have a really nice shopping experience
• Affiliate can generate good content and therefore make good money
• Store owners only pay commissions on realized sales

As a brand, how can you take advantage of this opportunity?

Consider that Douyin is a great tool to build your reputation in China, but also to promote your brand and operate online sales. Just with 100RMB (around $13) you can boost your videos and reach an audience of over 5,000 people.

But as a big company, you may need to follow strict guidelines and approval processes in order to publish any content. Even if you’re working with a third party.

Otherwise, companies can also use KOL (Key Opinion Leader) if they match the brand’s criteria. Indeed, KOL must follow the same positioning as your brands and present themselves as an expert in your product sector. Otherwise, KOL can make a great job for you in terms of promotion. They’re not cheap… but can be really efficient.

Douyin is already composed of thousands of people that already built a wide connection network. Whether you’ll choose affiliate marketing or KOL strategy, you’ll need to prepare your budget, time schedule, and a team to manage all this.

More generally and out of the Douyin-Taobaoke model, affiliate marketing is a source of many advantages for your business:

• It’s performance-based. Affiliates are only paid by the commission if a sale happens.
• Give you access to a large audience
• It can boost your reputation
• Cost-effective
• It can scale your traffic and sales

It’s a very effective and low-risk investment for companies to expand their marketing efforts. A new way in China to get great results and help your online store to reach new heights.

What can we do for you?

At the GMA, we can help you to optimize your E-commerce business, optimize the launch of a new product and establish a KOL strategy or an affiliate marketing campaign. We can:

• Choose the right online platform for your brand
• Launch and develop your e-commerce platform
• Build the best customer experience
• Improve customer service
• Develop a strong digital marketing strategy on Chinese social media

We are the Gentlemen Marketing Agency

Strong of 7 years experience in the Chinese market with our team of 80 people, we help brands building trust and brand awareness in the Chinese market.

We drive for success.

For international brands, success in China isn’t just about pricing or quality. It’s about understanding why people buy, how values like guanxi, face, and social trust influence every choice.

At our agency (GMA), we’ve spent more than a decade helping foreign brands adapt with market research in China. Our team of Chinese and international experts has guided companies through localization, e-commerce, and cultural marketing strategies that truly resonate.

In this article, we’ll explain how Chinese culture shapes consumer behavior—and how you can use these insights to build authentic connections, earn trust, and grow your brand in China.

What are the cultural preferences of Chinese consumers?

To expand a retail business in China successfully, it’s important to understand the local culture and customs. This helps marketers cater to consumer preferences and avoid mistakes.

In today’s globalized world, consumers develop multicultural identities that impact their buying behavior.

An excellent example of this is Starbucks’ localization strategy in China. They offer menu items such as matcha lattes and mooncakes during festivals while creating a cozy environment inspired by traditional tea houses.

By doing this, Starbucks has become one of the most successful foreign companies in China’s coffee market.

How Culture Shapes Chinese Consumer Behavior?

Chinese consumer behavior is shaped by cultural aspects like Guanxi, indirect communication, and face culture.

Guanxi: The Importance Of Relationships

In China, “Guanxi” is crucial for business success and customer loyalty. It refers to personal trust and strong relationships, impacting how business is conducted.

Micro-entrepreneurial firms prioritize close connections with customers for success in a competitive market through emotional connections.

High Context Communication

In China, people buy things based on hidden meanings and background information, which is important to them. This is called high-context communication.

It’s vital to understand this mode of communication when crafting marketing messages or engaging with potential customers.

Indirect communication is key in China due to cultural values. Understanding this helps connect with the target audience effectively.

Face Culture

As a cultural value, Face has a profound impact on the behavior of Chinese consumers. This affects what they buy, and which brands they prefer.

Companies need to consider this in their marketing strategies to avoid causing customers to lose face.

Consumer Preferences And Expectations

Value For Money

Chinese shoppers want to get the best value for their money when buying things. This means that they want high-quality products at an affordable price point.

For example, during COVID-19, people wanted affordable options with good quality, so they bought private label or local brands instead of expensive foreign brands.

Brand Loyalty

Brand loyalty is essential in establishing a strong brand-customer relationship in China. Chinese consumers are loyal to brands that they perceive as authentic and trustworthy.

One example: Alibaba’s Hema Fresh are transparent about where their produce comes from, with QR codes customers can trace the source of each ingredient they purchase.

Demand For Premium And Foreign Products

There is a growing demand for premium and foreign goods. This trend comes from the desire of:

• higher quality
• innovative offerings
• express status through luxury purchases

For example, popular foreign brands like Apple and Starbucks have seen significant success in China due to their premium positioning and reputation for quality.

E-Commerce And Digital Landscape

Chinese consumers heavily depend on mobile technology for eCommerce and digital transactions, with popular platforms including WeChat, Alipay, and JD.com.

Social networking platforms such as WeChat, Sina Weibo, and Douyin are crucial to understanding the Chinese market’s eCommerce and digital landscape.

These platforms offer :

• messaging
• blogging
• live streaming
• e-commerce
• online payment options

Today, consumers are not only using social media to discover brands but also for product reviews, ratings or recommendations.

Marketing Strategies for China

Adapting communication strategies, emphasizing reputation and social proof, and utilizing popular social media platforms like WeChat and Weibo – are just some of the effective marketing strategies to consider when targeting Chinese consumers.

Adapting Communication Strategies

In order to effectively communicate with Chinese consumers, it is essential to adapt your communication strategies according to cultural expectations.

This involves understanding the importance of face culture and high-context communication in China, which may differ from Western cultures.

Localization Of Marketing Materials and Product Packaging

To succeed in the Chinese market, adapting marketing materials and product packaging is important. This means more than just translating language, but understanding cultural values, consumer behavior, and preferences in China.

For example, when localizing packaging design for food products, colors such as red and gold are often used as they symbolize good luck and prosperity in Chinese culture.

In addition, fonts that are easily legible for older generations should be considered as well.

Emphasizing Reputation and Social Proof

In China, reputation and social proof are crucial for marketing strategies. Chinese consumers usually depend on recommendations from friends, family, and online influencers before buying.

Positive customer reviews and testimonials can boost a brand’s credibility in China. To gain trust and a good reputation, Chinese companies invest in CSR initiatives that align with local values or support important causes.

Western marketers entering China should prioritize reputation and social proof. Partnering with credible local influencers or opinion leaders can help build trust and succeed in the competitive market.

Collaborations With Well-known Local Brands or Celebrities

Collaborating with well-known local brands or celebrities is a great marketing strategy in China. It works well with young, tech-savvy middle-class consumers who are influenced by celebrity endorsements.

An example of successful collaboration in the Chinese market is Shein, a popular Chinese fashion brand, that has employed celebrity endorsements and collaborations with local American influencers to conquer the Western market.

How to Choose the Right Distribution Partners

Choosing the right partner is key to success in China. They must have local knowledge of culture, language, and consumer behavior.

For example, Starbucks established a partnership with Alibaba’s Hema supermarket chain in China to offer delivery services and create an immersive shopping experience for customers.

By collaborating with a well-known local brand, Starbucks was able to better cater to Chinese consumer preferences and gain greater visibility in the market.

We are Your Local Partner in China!

Understanding Chinese consumer behavior from a cultural perspective is crucial for businesses looking to enter the market and succeed. By recognizing and respecting traditional values such as guanxi and face-saving, adapting communication strategies, leveraging digital platforms, and engaging in CSR initiatives, companies can build trust with consumers and establish long-lasting relationship

We are a marketing agency based in Shanghai, that helps foreign brands reach out to Chinese consumers. Thanks to more than ten years of extensive digital marketing and e-commerce work, our Chinese and foreign specialists have the know-how and experience needed for your success in the Chinese market.

Don’t hesitate to leave us a comment or contact us with any questions. If you’re interested in entering the Chinese market or are interested in any marketing or e-commerce services, let us know, we will schedule a free consultation with one of our experts that will learn about your brand and present you with the best solutions for your success.

This generation values authenticity, experiences, and social impact over status symbols. For international brands, understanding their mindset is one of the big key for success in China’s competitive market.

At our agency (GMA), we’ve helped global brands connect with these young, tech-savvy consumers through localized storytelling, influencer collaborations, and sustainable brand positioning. With over a decade of experience in China, we know what truly resonates.

In this article, we’ll share key insights into Chinese millennials’ spending habits and values: demonstrating how your brand can engage them through strategies that build trust, loyalty, and long-term growth.

Who are Chinese Millennials?

Chinese millennials are a diverse group, highly connected, tech-savvy, value personal experiences and self-expression, and are concerned about social responsibility and sustainability with diverse consumer preferences, and regional differences.

Population Size And Economic Influence

With over 400 million millennials in China alone, this emerging demographic represents a massive consumer base with significant spending power.

Moreover, China’s rapidly growing economy has created new opportunities for businesses looking to expand into international markets. One such example is Alibaba’s Singles Day promotion – an annual event that boasts record-breaking sales figures year after year.

Chinese millennials, unlike any other older generation, are incredibly tech-savvy and highly connected, carrying all the necessary actions on their mobile phones. The digital landscape here is shaped by the millennial generation’s constant need for connection and information.

They have grown up with technology at their fingertips, and use it for everything from socializing to shopping.

Value Personal Experiences And Self-expression

Chinese Millennial value personal experiences and self-expression when it comes to their purchasing decisions. This means that they are less likely to be swayed by traditional advertising methods and instead look for brands that offer unique, personalized experiences. For those, they are willing to spend more, as it’s a generational thing.

Authenticity is also important to them. They want brands that align with their own values and beliefs, rather than just trying to sell them something. Green consumerism is becoming increasingly popular among Chinese Millennials and Gen Zers as we become more environmentally conscious.

Ultimately, companies need to understand the importance of emotional connections with this demographic while marketing goods and services to them.

Concerned About Social Responsibility And Sustainability

As part of profiling Chinese Millennials and Gen Z consumers, it is important to note that they are highly concerned about social responsibility and sustainability. These young consumers prioritize ethical consumption practices over traditional brand loyalty (like the so-called boomer generation), aligning their values with the products they choose to purchase.

For example, a Nielsen study found that 75% of China’s young consumers believe environmental issues are more important than brand names. In response to this trend, luxury brands must ensure their products and processes reflect sustainable business practices to maintain relevance in this market segment.

Spending Habits And Characteristics Of Chinese Millennials

Chinese millennials have high spending power and demonstrate strong brand loyalty, with a willingness to pay extra for quality products and exclusive experiences.

High Spending Power And Strong Brand Loyalty

These consumers have incredibly high spending power, making them a significant force in the global economy. Chinese millennials are also very loyal to brands compared to other countries, especially when it comes to luxury goods.

It’s no wonder why marketers are eager to engage with these consumers through unique experiences that boost brand awareness and promote customer engagement. Whether it’s through localized content or personalized storytelling, brands must tailor their approach based on regional differences and cultural nuances.

Willingness To Pay A Premium For Quality And Exclusivity

As mentioned earlier, Chinese millennials have distinct spending habits that include a willingness to pay a premium for quality and exclusivity in their purchases.

This trait is particularly relevant when it comes to luxury brands operating in China. They are seeking unique products and experiences that align with their personal values, whether it be sustainability, social responsibility, or self-expression.

Moreover, younger Chinese consumers’ desire for exclusivity has led to more niche brands gaining traction across China’s various regions as they offer limited edition or customized products.

Brands such as Chow Tai Fook Jewellery Group successfully catered to this demand by offering personalized jewelry-making workshops aimed at young customers looking for something different from traditional jewelry stores.

Interest In Luxury Goods And Experiences

As noted in the previous section, Chinese millennials have a strong affinity for luxury goods and experiences. This is evident in their high spending power and willingness to pay premiums for quality products.

One prime example of this trend is the recent surge in demand for luxury travel among affluent Chinese millennials.

In addition, high-end fashion remains a significant driver of consumer behavior among these demographics. Many Chinese millennials are particularly interested in fashion as an expression of their individuality, leading them to seek out premium products from established brands or emerging designers with strong online followings.

Clothing is no longer just functional; it’s an extension of oneself. As a result, this cohort prefers clothing that represents their values or interests or can help express their unique identity.

One example is Burberry’s collaboration with Tencent’s social media platform WeChat. The brand allowed customers to personalize its iconic trench coats by adding emojis, monograms, and other personal touches via WeChat.

Growing Importance Of Health, Wellness, And Self-improvement

We are becoming increasingly conscious of the need for a balanced lifestyle as we juggle busy careers and personal responsibilities. This trend is visible globally, and China’s millennials and gen Z also start taking their health and well-being more seriously.

Many place a high value on self-care practices such as yoga, meditation, or mindfulness to help manage stress and cultivate inner peace.

Furthermore, they are paying closer attention to improving ourselves intellectually and emotionally by seeking out opportunities for personal growth through workshops, online courses, or even therapy sessions.

This shift towards prioritizing well-being has resulted in mindful consumption practices where we choose products that align with our values – whether it’s eco-friendly makeup or organic food products.

Effective Marketing Strategies For Luxury Brands Targeting Chinese Millenials

To effectively market to Chinese millennials, luxury brands should embrace digital platforms, personalized experiences, localized content, and social responsibility messaging, and adapt to evolving consumer behavior trends.

Understanding Socio-economic Background, Cultural Values, And Regional Differences

Understanding the socioeconomic background, cultural values, and regional differences between Chinese Millennials and other generations and their counterparts in the West is crucial for luxury brands looking to effectively market their products in China.

For example, while consumers in first-tier cities like Shanghai or Beijing may prioritize high-end fashion as a status symbol, those living in second-tier cities may value practicality and affordability more.

Additionally, it’s important to understand the influence of Confucianism on Chinese culture – respect for authority figures can play a role in consumer behavior. Luxury brands must also be aware of socioeconomic differences between consumers and adjust their marketing strategies accordingly.

For instance, offering installment payments can make luxury goods more accessible to middle-class buyers who wouldn’t normally purchase them outright.

Building Relationships Through Personalized Experiences And Customer Engagement

As a luxury brand targeting Chinese Millennials, building relationships through personalized experiences is crucial. These young consumers value individuality and self-expression and want to feel seen and understood by the brands they engage with.

Customer engagement is also key in fostering strong relationships with Chinese Millennials. Social media platforms are popular channels for these tech-savvy customers, but simply having a presence isn’t enough.

Brands must actively interact with their followers, responding to comments and messages promptly while creating content that resonates on an emotional level.

Embracing Digital Platforms, E-commerce, And Leveraging Influencers/KOLs

Online shopping is a way of life for these tech-savvy consumers, with e-commerce platforms like Taobao and Tmall dominating the market and stimulating economic growth.

In addition to online shopping, social media plays a crucial role in reaching Chinese millennials and Gen Zers. Leveraging influencers or KOLs (key opinion leaders) can be an effective marketing strategy as they have a massive following on social media platforms like WeChat and Weibo.

Moreover, using digital tools can help luxury brands craft targeted messages that speak directly to their audience’s interests while promoting their brand’s values effectively.

For example, Gucci launched an app on Tencent’s WeChat platform in 2019 that allowed users to customize sneakers’ designs before purchasing them through the app.

Utilizing Localized Content And Storytelling

As a luxury brand targeting Chinese millennials, utilizing localized content and storytelling can be an effective marketing strategy. This means tailoring brand messaging and creative assets to resonate with local culture, values, and preferences.

Localized storytelling can also help build stronger emotional connections with consumers by highlighting the unique history or craftsmanship behind luxury products. A great example of this is how Italian fashion house Gucci created a limited edition “Year of the Pig” bag to celebrate the Chinese New Year that featured embroidery showcasing traditional Chinese art forms.

Promoting Social Responsibility, Sustainability, And Brand Authenticity

In recent years, we have seen more luxury brands embracing sustainable production methods through eco-friendly materials or ethical sourcing. Similarly, corporate social responsibility initiatives like philanthropy and community building also resonate well with this audience.

For instance, Gucci launched its “Chime for Change” campaign that supported female empowerment projects worldwide while LVMH invested in a green production hub that used renewable energy sources.

Adapting To Evolving Consumer Behaviors And Trends

Young generations are constantly changing their preferences, particularly when it comes to fashion, tech, and lifestyle products.

For instance, streetwear trends have become increasingly popular among Chinese Millennial and Gen Z consumers in recent years. Luxury brands can adapt by incorporating elements of streetwear into their collections or collaborating with streetwear brands to appeal to this group.

Similarly, sneaker culture is another trend that has taken off among young Chinese consumers.

In addition to keeping up with emerging trends such as streetwear and sneakers, luxury brands must also pay close attention to social media marketing channels like WeChat or Douyin (also known as TikTok).

These platforms provide an opportunity for marketers to connect directly with young consumers who rely heavily on these interfaces for information about new products or services.

Recent research shows that around 90% of China’s young generations use social media daily.

We are Your Local Partners in China!

In conclusion, Chinese millennial consumers are a force to be reckoned with in the global market. With significant spending power, tech-savviness, and a desire for personalized experiences and self-expression, they have unique characteristics that set them apart from their peers in other countries.

Brands must embrace digital platforms, build relationships through customer engagement and storytelling, and promote social responsibility and sustainability, while also adapting to the challenges of intellectual property rights issues, censorship regulations, and competition.

We are a marketing agency based in Shanghai, that helps foreign brands reach out to Chinese consumers. Thanks to more than ten years of extensive digital marketing and e-commerce work, our Chinese and foreign specialists have the know-how and experience needed for your success in the Chinese market.

We offer many different services, including:

Our offer will always depend on your goals, values, and budget.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a call with one of our experts, that will learn about your brand and present you with the best solutions for your marketing strategy in China. Let’s keep in touch!

Modern marketing has evolved from intuition-driven guesswork into a sophisticated discipline powered by data analytics. Every click, purchase, and interaction generates valuable information that marketers can harness to refine their strategies. However, raw data alone holds little value—the real competitive advantage lies in transforming these numbers into actionable insights that drive meaningful business outcomes.

source

The challenge facing today’s marketers isn’t accessing data; it’s making sense of the overwhelming volume of information available. From website analytics and social media metrics to customer relationship management systems and email campaign performance, marketers swim in an ocean of numbers. Success depends on their ability to identify patterns, extract meaningful conclusions, and implement changes that resonate with their target audience.

Long-Term Value: Understanding Profits and Customer Investment

Smart marketers understand that data analysis extends beyond immediate campaign performance. The most valuable insights often emerge when examining customer lifetime value and long-term profitability trends. This requires looking at how small improvements in retention rates, average order values, and purchase frequency compound over time to generate substantial revenue growth.

Consider how a five percent increase in customer retention might seem modest initially, but when marketers project this improvement across multiple years, the financial impact becomes significant.

This principle mirrors how financial analysts use tools like a compounding interest calculator to see how savings can grow faster by earning interest on both the initial deposit and the accumulated interest over time. Similarly, marketers who track and optimize retention metrics today create exponential value for their organizations tomorrow.

By analyzing historical purchase data and customer behavior patterns, marketing teams can identify which segments offer the highest long-term profitability. This insight allows them to allocate budgets more effectively, focusing resources on acquiring and nurturing customers who will generate sustained revenue rather than chasing one-time transactions.

The Analytics Framework: From Collection to Interpretation

Effective data-driven marketing begins with establishing a robust analytics framework. This foundation determines which metrics matter most for specific business objectives. Vanity metrics like social media followers or website traffic might look impressive in reports, but they rarely correlate directly with revenue or customer satisfaction.

Progressive marketers focus on metrics that connect to tangible business outcomes. Conversion rates, customer acquisition costs, return on ad spend, and engagement depth provide actionable information that guides strategic decisions. The key is selecting key performance indicators that align with organizational goals while remaining measurable and achievable.

Once the right metrics are identified, marketers must ensure data quality and consistency. Inaccurate or incomplete data leads to flawed insights and misguided strategies. Implementing proper tracking mechanisms, maintaining clean databases, and regularly auditing data sources prevent costly mistakes and ensure the analysis foundation remains solid.

Segmentation and Personalization: Finding Patterns in the Numbers

Data’s true power emerges through segmentation—dividing audiences into distinct groups based on shared characteristics, behaviors, or preferences. Rather than treating all customers identically, marketers use data to identify meaningful segments that respond differently to various messages, offers, and channels.

Behavioral data reveals how different customer groups interact with brands. Some segments might prefer email communication, while others engage primarily through social media. Purchase history indicates which products appeal to specific demographics, enabling targeted recommendations that increase conversion rates. Website analytics show where users encounter friction in their journey, highlighting opportunities for optimization.

Advanced marketers layer multiple data sources to create comprehensive customer profiles. Combining demographic information with purchase history, browsing behavior, and engagement patterns produces rich insights that inform personalization strategies. When executed effectively, this approach transforms generic marketing into relevant conversations that address individual customer needs and preferences.

Testing, Learning, and Iterating: The Continuous Improvement Cycle

Data-driven marketing isn’t a one-time exercise but an ongoing process of experimentation and refinement. A/B testing allows marketers to compare different approaches systematically, letting actual customer behavior rather than assumptions guide decisions. Whether testing email subject lines, landing page designs, or ad creative, this methodology provides concrete evidence about what resonates with audiences.

The most successful marketing teams embrace a culture of continuous testing. They recognize that consumer preferences evolve, competitive landscapes shift, and market conditions change. What worked last quarter might underperform today, making ongoing optimization essential for maintaining effectiveness.

This iterative approach requires patience and discipline. Not every test produces dramatic results, and some experiments fail entirely. However, each test generates valuable learning that informs future strategies. Over time, these incremental improvements accumulate into significant performance gains that separate industry leaders from competitors.

Predictive Analytics: Anticipating Future Behavior

While historical data reveals what happened, predictive analytics helps marketers anticipate what comes next. Machine learning algorithms identify patterns in past behavior to forecast future actions, enabling proactive rather than reactive strategies. These predictions inform decisions about inventory management, budget allocation, and campaign timing.

Churn prediction models identify customers at risk of leaving, allowing retention teams to intervene with targeted offers or outreach before defection occurs. Lead scoring systems prioritize prospects most likely to convert, helping sales teams focus their efforts where they’ll generate the greatest return. Recommendation engines suggest products customers will probably purchase, increasing cross-sell and upsell opportunities.

The sophistication of predictive models continues to advance, but their value ultimately depends on human interpretation and strategic application. Marketers must understand the underlying assumptions, recognize limitations, and apply predictions thoughtfully within broader business contexts.

The transformation from data to decisions represents marketing’s evolution into a mature, evidence-based discipline. Success requires more than collecting information—it demands analytical rigor, strategic thinking, and the courage to act on insights even when they challenge conventional wisdom. Marketers who master this process gain sustainable competitive advantages, creating campaigns that consistently deliver measurable results while building stronger customer relationships. As data sources multiply and analytical tools grow more sophisticated, the marketers who thrive will be those who can cut through the noise, identify what truly matters, and translate numbers into strategies that drive meaningful business growth.

But nearly 70% of China’s population lives outside its major cities. 

These second and lower-tier cities are driving the country’s next wave of growth, offering huge potential for brands willing to look beyond Beijing or Shanghai.

For international marketers, Chinese consumers in second-tier cities should be an obvious opportunity: they are becoming wealthier, more digitally savvy, and increasingly open to foreign brands, yet competition remains less intense.

At Gentlemen Marketing Agency, we’ve spent years helping global companies succeed in China by navigating cultural differences, local platforms, and consumer trends. Our team combines on-the-ground insights with proven strategies to guide brands through these complex markets.

In this article, you’ll learn why market research in China’s second-tier cities matters, what makes these consumers unique, and how to build strategies that truly resonate.

Why Should You Focus on Lower-Tier City Consumers in China?

Lower-tier cities in China have distinct consumer behaviors, preferences, and spending patterns that require careful consideration when entering these markets.

Definition And Characteristics Of Lower-tier Cities

Lower-tier cities in China refer to second-tier and below cities such as prefecture-level and county-level urban centers. These cities are typically less developed than the major metropolises like Beijing and Shanghai but offer considerable potential for growth in the Chinese economy.

The city-tier classification system is used to differentiate between different levels of consumer behavior, consumption level, and income among these lower-tier cities. For example, a third or fourth-tier city may have less disposable income than a first or second-tier city but also fewer competitors vying for market share.

Consumer Behaviors, Preferences, And Spending Patterns

Demographic shifts and urbanization have led to changes in lower tier cities, with younger consumers driving the demand for quality products and services, stimulating the consumption growth in many Chinese cities, that most Westerners never even heard of.

Market research has shown that consumers in lower-tier cities spend more on necessities such as food and household items but are also willing to invest in luxury goods. For example, a survey found that an increasing number of affluent customers in lower-tier cities prefer premium brands for skincare products compared to those living in higher-tier cities.

Additionally, with the rise of e-commerce platforms and social media channels such as WeChat and Douyin/TikTok, consumers are becoming more digitally savvy when it comes to product research and purchasing decisions.

Market Entry Strategies For Lower tier Cities

To successfully enter lower-tier cities in China, businesses should consider utilizing online sales channels and e-commerce platforms and tailoring product offerings to meet the unique needs and preferences of local consumers.

Utilizing Online Sales Channels And E-commerce Platforms

One of the most effective ways to enter and succeed in lower-tier cities in China is by utilizing online sales channels and e-commerce platforms. E-commerce platforms are becoming the main consumption channel in these regions, thanks to their ability to provide better access to products as well as fast and reliable delivery services.

Major players like Alibaba’s Tmall, JD.com, Pinduoduo, and Suning are investing heavily in acquiring customers and building logistics networks in low-tier cities and rural areas. With approximately 72% of consumer electronics purchases made online in Tier-3 cities, top brands perform equally well online with local brands or manufacturers.

Tailoring Product Offerings To Local Needs And Preferences

When entering lower-tier cities in China, it is essential to understand that consumer preferences may vary significantly from those of Tier 1 cities. As such, tailoring product offerings and marketing strategies to meet local needs and preferences is critical for success in these markets.

For example, companies might consider adapting their packaging or promotional materials to align with regional customs or hiring locally based sales staff who have a deeper understanding of the customer base.

Understanding consumer insights and preferences is especially crucial when offering new products in these regions. One approach could be to conduct market research with a focus on identifying key differences between target markets.

Similarly, creating customized offerings that appeal to specific regional preferences can greatly improve the chances of success in lower-tier cities where competition may be less intense than other areas of China.

Targeting Lower-tier Cities Consumers

To effectively target consumers in lower-tier cities, it is crucial to localize marketing strategies, build trust through relationships and customer service, leverage digital marketing and social media platforms, and collaborate with local influencers and Key Opinion Leaders (KOLs).

Importance Of Localizing Marketing Strategies

When marketing to consumers in lower-tier cities in China, it is essential to understand their unique preferences and cultural nuances. This requires a tailored approach that takes into account the distinct characteristics of each city and region.

For example, when selling food products to consumers in Chengdu, Sichuan province, it may be wise to highlight the spicy flavors that are traditionally popular in the region.

Additionally, partnering with local influencers or KOLs can help establish trust among consumers who rely heavily on recommendations from those they know and trust.

Building Trust Through Relationships And Customer Service

Localizing marketing strategies alone may not be sufficient to build consumer loyalty, especially if you are a foreign brand.

A good example of this would be Starbucks’ successful entry into China’s lower-tier cities market through its emphasis on creating third-place experiences – making their coffee shops feel like a home away from home and an extension of their customers’ social lives.

By establishing relationships with local communities of big cities and going above and beyond expectations, Starbucks has managed to build a loyal following among consumers from lower-tier cities who continue to seek out their stores for both coffee and companionship.

Leveraging Digital Marketing And Social Media Platforms

With the rise of e-commerce competition, it’s crucial to acquire customers through targeted advertising campaigns that cater to local consumer preferences. The good thing about digital marketing is that you can easily target customers from Shanghai, Guangzhou, or Shenzhen (first-tier cities) with the same effort as the ones from smaller second or third-tier cities from for example Zhejiang province.

Apart from social media, investing in online advertising on major e-commerce sites can help businesses drive customer acquisition and build brand recognition. However, it’s important to understand that while digital channels are transforming consumer behavior and creating opportunities for businesses to reach new customers, these channels need localized strategies tailored toward specific regions’ cultural nuances.

Collaborating With Local Influencers And Key Opinion Leaders (KOLs)

Influencer marketing is an effective way to build trustworthiness and brand awareness among Chinese consumers, who consider online influencers to be more trustworthy than official advertisements.

In particular, KOLs have a better influence on lower-tier cities consumers due to their relatability and authenticity. By partnering with popular KOLs who align with your brand values and target audience, you can address the target audience with a marketing campaign that resonates well.

For instance, famous beauty YouTuber Li Jiaqi has over 20 million followers online across various Chinese social media channels and is one of the most influential figures for cosmetics products in China.

Adapting Products And Packaging To Local Preferences

Understanding what resonates with consumers in these regions is critical for building credibility and trust.

For instance, companies like McDonald’s have developed localized menus that cater to Chinese tastes, not only adding items like taro pies but also modifying classic menu items such as the Big Mac and Filet-O-Fish to suit local palates.

Another crucial adaptation when seeking business opportunities in emerging markets is packaging design. In some cases, it may be necessary to update labels or alter sizing altogether.

A product designed for Western audiences might not make sense in China where consumers have different needs and expectations. Some brands (especially luxury brands) set themselves apart by taking customization even further; Procter & Gamble’s Oral-B brand tailors its toothbrushes based on regional differences, altering features like bristle stiffness and handle shape according to local preferences.

Hiring Local Staff Or Partnering With A Local Agency

One of the most effective ways to overcome language and cultural barriers when doing business in Chinese lower-tier cities is by hiring local staff or partnering with a local agency.

This allows companies to tap into the knowledge, expertise, and networks of locals who understand the market dynamics and consumer behaviors better.

Partnering with a local agency can also prove beneficial for foreign businesses wanting to enter Chinese lower-tier cities. We offer a thorough understanding of local culture and the preferences of Chinese people, including those from lower-tier markets.

We also offer valuable services in terms of translations, legal compliance issues, and cross-cultural communication training that helps ensure smooth business dealings between parties involved. You can count on us when you want to enter the Chinese market, develop an overall strategy for Chinese social media platforms, adapt your product packaging, and more.

Monitoring And Adapting Your Strategy In Lower-tier Cities

It is important to continually evaluate the performance of your brand in China and adapt your strategy when doing business in lower-tier cities. This means keeping up-to-date on market trends, online shopping behaviors, regulatory changes, competition from domestic brands, and customer feedback in order to adjust product offerings and marketing strategies as necessary.

By staying flexible and responsive to local needs (which was especially important during the pandemic), you can effectively tap into the potential of these emerging markets and position yourself as a reliable foreign brand in Mainland China.

Adjusting Product Offerings And Marketing Strategies As Needed

As businesses begin to enter lower-tier cities in China, it is important to keep a close eye on the market performance and customer feedback. This allows for necessary adjustments to be made in product offerings and marketing strategies as needed.

For example, companies may need to adapt products or packaging to local preferences or adjust pricing based on local spending patterns. Localized marketing campaigns can also help tailor messaging and build trust with consumers.

KFC China offers an excellent case study for adjusting product offerings and marketing strategies in lower-tier cities. The company introduced more affordable options such as rice bowls, which proved successful among Chinese consumers with different tastes than those in first-tier cities.

They also invested heavily in digital marketing campaigns that focused specifically on KOLs who were popular among younger generations of customers, further solidifying their brand’s popularity across multiple consumer segments.

Staying Up-to-date On Market Trends And Regulatory Changes

The regulatory environment in China can be complex, with new policies and regulations frequently being introduced, especially in the eCommerce sector. This makes it important that businesses keep a finger on the pulse of any new developments that may impact their operations.

In terms of staying up-to-date on market trends, conducting ongoing market research is key. This includes monitoring consumer behavior patterns, identifying emerging consumer needs and preferences, and keeping tabs on competitors’ activities in local markets.

Utilizing digital tools such as social media listening platforms can be highly effective in providing real-time insights into what consumers are saying about products or brands online.

We are Your Local Partner in China!

Doing business in Chinese lower-tier cities presents a significant opportunity for growth and expansion. With their high consumption potential, rapid economic development, and untapped market potential, these markets are becoming increasingly important for both domestic and foreign companies.

By understanding the unique characteristics of lower-tier cities’ consumers and tailoring marketing strategies to suit their needs, businesses can successfully tap into this growing market segment.

We are Gentlemen Marketing Agency based in the heart of China – Shanghai. Our team of Chinese and foreign experts has the experience and know-how needed for your success in China.

We can help you reach out to consumers in lower-tier cities in China, as they have a big growth potential that many Westerners still are not aware of.

Contact us, so we can schedule a free consultation and start crafting the best strategy for your market entry. Let’s keep in touch!

In over 10 years working in Chinese market I’ve help my fair share of Brands with their Chinese PR. Usually they fall in two categories:

• Companies that want to get first noticed by Chinese consumers
• Brands that found themselves in the middle of a PR disaster (usually a self-inflicted wound)

Public relations in China is more than just media coverage. It’s about navigating cultural nuances, government regulations, and a fast-moving digital landscape that shapes consumer trust.

With over a decade helping international brands manage PR in China, I’ve seen what works, and what lands in in trouble.

In this article, I will explain to you how public relations work in China. And give you the best practices international brands should follow to create lasting trust with Chinese consumers.

How to Manage Public Relations in China?

Public Relations (PR) in China is about strategically sharing press releases with the right media. It’s all about crafting profiles that highlight your company. This can happen through traditional media like newspapers or blogs, Chinese social media platforms where influencers talk about your brand, or even the community discussing your brand on social media.

PR has a unique advantage – it endures over time and gets you noticed by trustworthy sources on other websites, lending credibility to your brand. So how to manage them correctly just like Chinese companies do? Let’s take a look.

Define a public relations strategy

Knowledge of these external influences can determine the success of your China public relations strategy.

Traditional newspapers vs. online reading in China

China is one of the few countries where print media has not faced a steep decline. Newspapers are still successful among consumers.

The development of Internet technology and the rapid changes in new media have led to huge changes in audience reading habits and media contact behavior. Therefore, the traditional newspaper industry is facing the dilemma of reader loss.

The increase in online media made the landscape even more fragmented and seems complicated for new players in the market. But it presents great opportunities for China’s public relations strategy. Many of these online media platforms are independent of the government so it will be easier to access this kind of platform.

Focus on the localization of your content

When you want to do PR to promote your branding, of course, you will think about using Chinese in your campaign, but pay attention to which Chinese you use. In China, there are two types of written Chinese, that are:

• Traditional Chinese: Hong Kong and Taiwan
• Simplified Chinese for China’s mainland

You need to adapt your PR communication to be more effective. Localization, not only in PR content but also in strategies, is the most important aspect of developing your public relations strategy in China, Most social networks that foreign companies are used to are blocked by the Chinese Great Firewall.

In China, they have their own social media. WeChat, the leading social platform, has more than 1.3 billion active users. It is also a powerful tool for marketing strategies in China.

If you work with Chinese specialists and/or native content writers it’s better. They have the keys to writing the perfect message for your consumers and for the government. It will be more effective for your target.

Legal restrictions should be taken into consideration when doing PR

Media are always “controlled” by the Chinese government for the country’s interest. Articles thus must stay aligned with the overall official state perspectives.

Those platforms for public release in China set a system of sensitive word captions, which means if your articles include certain sensitive words, they will be blocked or you can even not publish them.

Those words are very difficult to know, and they are changing all the time, but they are normally in 3 categories:

• Politically sensitive words: There are many violations involving politics, usually mentioning the government, the name of the country leader, the error of the country’s leadership position, the name of the country’s institution, etc.
• Pornographic content, vulgar words: those are all illegal words.
• Malicious promotion words: Vocabulary such as account number, card number, payment, remittance, payment, payment, Alipay, bank card, how much money, etc.

Press release: essential for your strategy

As one of the important channels for public relations management, press release plays an essential role. It’s a strong tool to create relationships with media agencies. It’s also a great way to control the data newsworthy about your company, etc.

Why press releases are so important?

Better Website Authority = Better Baidu Ranking

Press releases are coms/articles/videos published by media companies/blogs. If media companies’ post seems genuine, they are often the fruit of a partnership between a company and a media channel.

This kind of partnership allows companies to be talked about by media/blogs in a very controlled environment. For media outlets, it is also a win as it provides interesting & exclusive content and/or monetary compensation.

A press release usually also means a backlink. As for Google, the more backlinks to your website, the more authority it gets, giving you more chance to rank above your competitor.

Companies’ positive images associated with keywords

Just imagine, if a brand has no mention or information when you are looking for it on your everyday search engine? You would not trust it, right?

Well, a press release is one of the most cost-efficient ways to get a third-party website to talk about you. The more third-party websites talk about you, the more trust you’ll gain from consumers. As said earlier, it is also a way to control what is being said about your brand online.

High-quality press releases will be included and displayed on high-quality, large-volume news homepages. If you publish enough high-quality content, it can form an automatic association between keywords and companies.

Provide information sources for encyclopedia & SEO boosts

For companies or individuals who want to do encyclopedias, one of the thresholds is to provide “reference materials“, which are news sources. In other words, if you want to be displayed on the Wiki, it is best to appear directly in the news.

This means that you need to keep the press release information on the search engine. With this information, you may be able to do Baidu Baike for you or your business and Baidu SEO.

Long-term effect: press release lasts in time

News releases are particularly not time-sensitive due to real and considerable & useful information. This means that the news releases published will not disappear and can be accessed continuously.

As long as you search on the search engine, the news releases will appear. Therefore, it is a cost-efficient tool long-term establishment of brand image and reputation with good results.

An important role in negative public relations management

All companies will have both positive and negative public opinion/information on the Internet. A qualified public relations is to prepare in advance and take precautions. In the era of the information explosion, once your negative information is seen and forwarded by netizens, the resulting public opinion will lose control afterward.

At this time, you need to issue a large number of positive and effective press releases to suppress quickly and effectively those negative public opinions,  thereby reducing corporate losses.

Social media in China is a powerful tool for your PR

Social media are very important in your China public relations strategy. Chinese people, more than in other countries are very active on social media.

Using social media is effective in your public relations strategy because you can create content shareable. You can communicate with your Chinese consumers and create a community of followers. You create engagement with users and it will improve your reputation.

Weibo, the second Chinese social platform, is often used for PR activities in China. It is an open social platform, so it can reach many audiences.

A PR strategy suitable for the budget is a good strategy

This type of online public relations communication works very well in China.

Why ask about the budget before doing public relations activities? Because as we are doing a PR campaign, we have to be very clear about how much your budget is to do. Given that in China, there are too many channels for PR, so the choice is very important. A suitable channel needs half of the work but double the results.

Therefore, it is important to make suitable communication channels according to the budget.

What is your objective for PR, brand exposure, or conversion rate?

For temporary public relations activities, or activities that need to be planned one month in advance or two months in advance. Assuming that we have fixed the budget for PR, the next step is to set goals.

What do you want to get from the campaign? This should be a question you need to discuss with your agency. Because different goals have different channels and different strategies.

We Specialise in China Public Relations Suitable for Any Budget

Public relations is not so hard to understand in China, the theory is the same everywhere. However, the channels and the PR content are different, and they are essential and the most important part of your PR activities in China. You need to know how it works and its differences if you don’t want to fail and waste your money.

The power of the government can’t be put aside because it has an influence on all the media. In addition, language and cultural barriers between brands and consumers have to be taken into account. Keep in mind that China is not like Western countries. It’s better if you find a specialist in the Chinese market or a native to help you to create your public relations strategy.

We are a specialist PR agency, based in Shanghai. We have a deep understanding of Chinese digital marketing and PR campaigns.

We are always updated about the latest trends and the real methods for success. We offer cost-effective, long-lasting solutions that will gain you good e-reputation and increased visibility in China.

Don’t hesitate to leave us a comment or contact us, so that we can discuss your project and create the best PR strategy for your China entry.

By anyone’s standards, China is big. Big population, big platforms, big potential. But that
scale creates a deceptive trap. Marketers often assume that what worked elsewhere,
especially in Western markets, can simply be scaled or translated to China.
Hub of China’s recent research with Gen Z consumers, emerging middle-class professionals,
and status-conscious luxury buyers shows how risky that assumption can be.

The truth? Winning in China doesn’t mean adapting.

It often means unlearning what you think you know.

1. Localisation Isn’t Insight
   Translating taglines, tweaking product names, swapping out celebrities. These are common
   first steps, but they only scratch the surface.
   As one 22-year-old female interviewee from our Shanghai Gen Z group said:
   “If it feels like a copy, even if it’s polished, we just scroll past. We want brands that get our
   mood. Not just copy our memes.”
   What lands best is culturally fluent branding, like food and beverage launches that reference
   nostalgic local childhood treats (white rabbit candy, hawthorn, lychee), or humour that
   plays with regional slang.
   Insight isn’t decoration. It’s the foundation.
2. Platforms Don’t Distribute Culture, They Create It
   Western marketers often use platforms to distribute content. In China, platforms are the
   content.
   Take Xiaohongshu (RED). It’s not just a social media app, it’s a real-time trend engine. Hub of
   China’s mystery shopping across 40 RED influencer pages found that consumers quickly call
   out inauthentic partnerships.
   One fake-sounding skincare collab was exposed in the comments before the brand even
   posted its own content. Trust is fragile and earned collectively.
   Smart brands now test new formats on RED first, then use successful UGC to shape wider
   campaign rollouts. The flow is different, platform first, brand second.
3. Trend to Watch: Quiet Luxury with a Chinese Twist
   A standout consumer trend from Hub of China’s recent fieldwork in Hangzhou and
   Shenzhen is what we call “Localised Quiet Luxury.”
   Unlike Western-style quiet luxury, often defined by minimalism and understatement,
   Chinese consumers are creating their own version. It’s clean but not cold, prestigious but
   emotionally warm. Think clay teapots with £300 price tags, jade pendants on minimalist
   leather cords, or premium incense sold via livestreamers quoting Tang dynasty poetry.
   As one 35-year-old male luxury buyer told us:
   “I don’t want loud logos. I want quality I can feel, but also a story that connects to here, not
   Paris or Milan.”
   Brands that blend subtle design with emotional storytelling, especially rooted in Chinese
   culture, are succeeding.
4. China’s Middle Class Doesn’t Want to Be You
   There’s a lingering assumption that China’s middle class aspires to Western lifestyles. That
   view is outdated.
   Our research with 30 consumers in second-tier cities reveals a confident, post-materialist
   mindset:
   “Foreign brands? Yes. I buy them. But not to be Western. I want something that respects my
   taste, my version of success.”
   This reframes product positioning. Instead of offering a passport to another identity, brands
   need to acknowledge who the consumer already is.

For anyone serious about market research in China, Hub of China offers local expertise,
cultural decoding, and human-first fieldwork across all tiers and platforms. We help brands
listen before they launch.

In the past couple of years, Maimai has become an incredibly popular career and social networking platform, boasting 110 million verified members. It’s the go-to site for professional networking in China today.

At GMA, we’ve helped global brands navigate China’s complex digital ecosystem for over a decade. We know how to leverage local platforms like Maimai to reach the right people.

The platform made significant strides by tailoring its features to Chinese markets – offering an anonymous chat option, mobile version capabilities, and real-name registry services along with smart partnerships with market leaders.

So, as a foreign company, how does Maimai helps us?

Linkedin is off the Chinese market: Maimai fills in the gap

LinkedIn, the world’s most renowned professional networking site, launched a China-specific adaptation in 2014 to ensure it adhered to that country’s strict online regulations. The website ran comfortably for several years until October 2021 when LinkedIn announced that it would be shutting down its Chinese version to comply with local laws.

LinkedIn’s recent departure from the market has opened up a big opportunity for Maimai. The Chinese career and social networking platform has quickly taken advantage of this. It turned out to be not only the biggest China-based platform but also the top professional networking platform in terms of user rate.

With LinkedIn’s unexpected exit from the market, Maimai had a tremendous opportunity presented to them—one they seized quickly. As a result, it has become not only the most prominent China-based platform but is also currently seen as one of the premier networking sites in terms of user engagement.

What type of demographic makes up the user base of Maimai?

In Maimai, the vast majority of members are male- accounting for a full 60%. It also comes as no surprise that the majority of Maimai users are highly educated, with 70% holding a bachelor’s degree or above.

Most Maimai users range from 23 to 35 years old, making it the optimal platform for those who are in between jobs or shifting professions. Maimai is mainly used by urbanites in cities like Shanghai, Guangzhou, Shenzhen, and Beijing.

What is more, 85% of Maimai users have above-average expense power. Maimai users boast an impressive average monthly discretionary income of RMB 8,800 (US$ 1,300), almost twice China’s average pay.

Maimai users are mostly employed, with the majority holding white-collar jobs. Most Maimai users have knowledge or experience in start-ups.

What makes Maimai essential for businesses?

With an astonishing 80 million users, MaiMai is a rapidly-growing platform. When targeting the Chinese market, utilizing local platforms is essential to ensure you are connecting with the most fitting businesses for your company.

MaiMai is the perfect solution for businesses seeking relevant companies, clients, and investors quickly. Connecting with potential partners through traditional or international platforms can be time-consuming; with MaiMai businesses gets access to essential contacts without a hassle.

It’s a frequently used platform in China and yet many businesses are unaware. It is an opportunity for foreign businesses to create a firm foothold and build up their contacts before the competition moves in. Navigating the corporate landscape in China can be an overwhelming task, so establishing a direct line to key contacts is invaluable. At GMA we can help you get started on the platform and generate valuable leads for your business.

What are some useful features of Maimai for businesses?

Maimai search

Maimai’s search feature is its most remarkable asset since it allows you to explore 6 distinct categories: names, job postings, anonymous posts, trend topics, market news updates, and real-name stories. With such a variety of resources at your disposal – the possibilities are endless.

Maimai VIP

Businesses can join Maimai for free; however, VIP accounts cost around 70 CNY per month and give you access to extra features. Moreover, businesses have the option of advertising on Maimai’s platform. Subscribers must pay a fee if they want unlimited access to search results—regular accounts are limited to ten connections monthly while VIPs are allotted forty.

Maimai ads

Maimai offers beneficial advertisement options to businesses aiming to increase their Chinese presence. Advertisements are integrated based on the profile of the users, making them more likely to click and share.

How to use ads on Maimai?

Maimai offers beneficial advertisement options to businesses aiming to increase their Chinese presence. Advertisements are integrated based on the profile of the users, making them more likely to click and share.

For users, display ads are an effective way to garner attention quickly and direct brand exposure, promotions, or top-notch content.

Content ads help drive home your message by providing customers with the information they can trust and use when making purchase decisions while increasing their awareness of the brand. Enterprises can build up their influence through workplace live streaming, recruitment plazas, and other event momentum activities.

What lies at the core of Maimai’s achievement?

Maimai was expressly crafted with Chinese culture in mind, and its founders understand their users like no other. As the only platform designed to meet the needs of China’s distinct networking system, Maimai has created features specifically tailored to user expectations.

Undoubtedly, Maimai’s anonymous social networking feature has been a major contributing factor to its success. Through this function, users can comfortably share their honest thoughts about the companies they work for without fear of repercussions or judgment.

In modern-day China, laborers face immense anxiety in their daily lives. That’s why Maimai is such a blessing for so many; the platform provides users with the ability to express themselves without fear of exposure and seek new employment chances. From airing grievances to asking inquiries anonymously, Chinese individuals flock to Maimai due to its anonymity and job-hunting capabilities.

Do you need help opening an official and verified social media account in China?

If so, we are here to assist you. The process is detailed and requires a lot of documents – all written in Chinese. And it’s even more complicated if your business isn’t registered within the country! We can guide you through this challenge by identifying which platform best fits your needs and crafting a strategy tailored to your target audience that also remains within budget. Don’t go it alone – let Gentlemen Marketing Agency be there with you every step of the way!

Instead, it’s powered by a unique ecosystem of super-apps, social commerce, and local platforms that operate unlike anything in the West. For marketers entering China, understanding these differences is key to success.

At GMA, we’ve spent over a decade helping 600+ global brands grow in China’s complex online market.

In this article, you’ll discover 12 essential trends shaping digital marketing in China today—from WeChat strategies to influencer campaigns and video commerce. Get clear insights and actionable steps to adapt your strategy and connect with Chinese consumers.

Overview of China’s Digital Ecosystem

Millions of people in China go online every day, and the country has one of the most active digital ecosystems in the world. Chinese consumers are avid users of mobile payments, social media, and e-commerce, and businesses are increasingly looking to tap into this market.

But this is where the struggle begins. Chinese Internet users have access to completely different websites, social media platforms, online marketplaces, and search engine options than ‘the rest of the world’. Most of the foreign companies entering the market don’t even realize, how different the digital sphere in China is. 

Let’s look at the graphics above. Do you recognize any of those logos? We don’t use any of them. The most popular search engine in China is Baidu, accounting for more than 70% of the market share. Baidu is a whole ecosystem itself, offering many forums, video platforms, encyclopedias, libraries, and more. 

When it comes to social media, the most popular social media platform is definitely WeChat, gathering more than 1.26 billion monthly active users. Other popular applications are; Weibo, Xiaohongshu, Douyin, and Kuaishou. 

When it comes to e-commerce platforms, Alibaba Group is the definite leader of the market, being an owner of the biggest B2C platform – Taobao, and the biggest B2B platform – Tmall. But there are also many other platforms, like JD.com, Kaola, Vipshop, and Pinduoduo, to name a few. 

What is most important to understand is that the Chinese market lowes ‘super-apps‘, so all the apps and platforms, from social media to e-commerce, have multiple different functions and features. Chinese Internet users are used to extreme convenience and simplicity, having access to almost everything they need, inside one application. This is why, when working on digital marketing strategies for the Chinese market, it’s crucial to have an overall approach, to leverage those applications in the best possible way. 

Best Digital Marketing Strategies in China

As you have an overall understanding of how the digital world works in the Chinese market, let’s take a look at the trends shaping digital marketing in China in 2024. 

1. Branding & Storytelling are the key
2. Social media as a brand awareness tool
3. E-Commerce is becoming more social
4. Influencer Marketing
5. Explore niche and specialized platforms
6. PR, Chinese forums, and content marketing
7. Chinese Website and Baidu SEO
8. Live-Streaming
9. Video focused content marketing
10. Metaverse
11. User experience and customization
12. Localization by professionals

For the past decade, numerous global brands have entered China. And now they see it as their main arena for growth as well as new, smaller businesses looking for opportunities to make a fortune in this country. The most important question remains as to what digital marketing strategy works well in China.

1. Branding & Storytelling are the key

Nowadays, branding and content are the most important factors when optimizing your marketing strategy. Chinese customers are not patient and are really selective, if they don’t like it, they will just pass on it.

It is not exaggerated to say that Chinese consumers are scared of new and unknown brands.

China is huge and thus the Chinese market is a complicated one in the sense that there are countless producers. Yes, merchants are selling everything you need for life here. Meanwhile, the legal system to protect consumers from fake goods is not yet as fully developed as in the West.

Young Chinese consumers are more aware of the environment and global changes and they start being more selective when choosing brands they want to buy from. They want to be more sustainable and invest in products that don’t harm animals, the environment, or the economy, so it’s important to be transparent and tell the story of your brand and its values instead of just promoting the products. 

If you have attractive, well-designed content, you will not only attract your customers but you will encourage them to buy and even make them become loyal to your brand (this is harder as Chinese customers are not really typically loyal if they find something better they will often change). Branding is very important for consumers in China, and no one will buy from unknown brands with unclear values.

Many consumers have been cheated with counterfeit products, fake reputable brands, and domestic brands that are expensive but of poor quality. Accordingly, they become paranoid and cautious toward less recognized or unbranded products.

Additionally, Chinese people buy brands not only for the functions they have but also to reflect their social status. Moreover, they improve how other people perceive them. Chinese consumers are willing to pay more if the brand can bring them prestige and respect in their social circle. That’s why luxury consumer products enjoyed such phenomenal growth in China for the past 2 decades.

Brand awareness should be your priority of focus if you are new to China. So, how to increase your brand awareness?

2. Social Media as a brand awareness tool

95% of people who live in large Chinese cities have an account with at least one social network.

Not only that, but China’s social media users are far more active than in other countries. With 91% of them saying they had visited a social app site in the past six months.

Social networks also have a larger impact on the buying decisions of Chinese consumers than on those of any other country.

We cannot really call social media a trend now, it has been a must-have for many years, but its importance and influence on shopping decisions on Millennials and Gen Z is growing rapidly. Most brands are present on social media, what is actually the trend now is to know how to link the advertising campaigns effectively to the social aspect.

Apart from WeChat which we talked about before, there are many other platforms that are super popular in China. The most popular are; Weibo, Xiaohongshu, and Douyin. All of them have different audiences and will be suitable for different brands, but it’s best to leverage all of them for your digital marketing in China. 

Social media platforms in China are more complex and convenient than the Western ones and can really help you make your brand known in China. You can use them to promote your products, collaborate with influencers, sell your products directly in the app through social e-commerce or simply contact your consumers, as they don’t even open emails, so you can’t count on Newsletters like we do in the West. 

If a Chinese consumer sees a product being discussed positively on an SM, especially by a friend or acquaintance, they are far more likely to actually purchase the product than their counterpart in other countries. Peer recommendations have a huge influence on Chinese culture, as formal institutions are less likely to be trusted.

China’s social network landscape is fragmented and sophisticated. Today, we are taking a deeper look at WeChat and Weibo in comparison as well as other more niche and specialized platforms so that brands have an overall picture. For a better deep dive into all major Chinese social networks, please, check our Top 10 Chinese Social media guide where we look at all the marketing features of these channels.

Wechat, China’s ‘super App’

WeChat is the most powerful APP in China.

WeChat, which started as a simple messaging social media app, nowadays is a whole ecosystem itself, offering multiple functions. Examples include; messaging, video calls, official accounts, short-videos sub-platforms, WeChat payment method, e-commerce stores within the app, access to other services, like taxis, bikes, medical help, and much more. 

Wechat is a great app to generate private traffic through an official account and every other tool available to businesses on the app. The aim of private traffic in China is to build loyalty through traffic acquired on social media accounts.

However it is not an easy social media to enter, Wechat is not based on exposure or influence but more on a one-to-one, personalized and dedicated communications with users.

Wechat is perfectly understanding the huge success and booming of mobile and is taking advantage of it by offering brands the opportunity to combine social aspects and commercial ones. The app tends to be what we can call a “social e-commerce platform” enhancing social media and e-commerce activities in conjunction with one another (more on that below). 

The app has perfectly understood the benefits of embracing mobile technology in China. As you can see in the graphic above, WeChat offers WeChat Stores, and most of the brands in China and foreign companies use this function to offer their products inside the platform. 

Apart from that, WeChat also has a great online consumer management system, you can be integrated with consumers by sending them newsletters, special discount coupons, or even private messages. There are also functions like WeChat H5 brochures, where you can present your brand in a short, interactive mini-app. And of course, all your products can be purchased with the use of WeChat Pay, without the need of leaving the app. 

Weibo, the Chinese ‘Twitter / X’

Meanwhile, Weibo is a more open platform where users come to socialize with friends and new people. To entertain themselves, they watch videos as well as discover trendy topics or hot social information.

Celebrities, famous bloggers, media outfits, government departments, and ordinary users all create and share content on Weibo, making it a very bustling and exciting social hub to hang out.

Xiaohongshu, The Chinese Instagram

Xiaohongshu is often called “Chinese Instagram” because the core of the platform lies in user-generated content. The app was created mostly for women and they are the main audience, making it a perfect platform for beauty, lifestyle, and fashion content.

Xiaohongshu is very popular among Chinese influencers, it also offers e-commerce services etc.

Douyin, The Chinese version of TikTok

Douyin is a fairly ‘new’ revelation in the Chinese social media landscape. This short-video app, known as TikTok outside of China, managed to climb to the place of the second most popular social media platform in the country.

Douyin is popular thanks to fast, funny content but it also offers many bu

Generate awareness through content marketing

No matter which platform you choose to do your branding on a Chinese social network, high-quality content that users repost or share is the most important element. Unique, informative, and interesting content will engage followers and attract new ones.

After registering an official account on social media platforms of your choice, brands can post content or push feeds to their subscribers.

Weibo, Douyin, and Xiaohongshu are open platforms where even non-followers can view your posts and the posting default setting is public. In addition, everyone can also see the reposts, comments, or likes.

Therefore, they are very suitable for viral campaigns or viral content, which aim to boost brand awareness extensively and help you grow your potential Chinese customers base.

WeChat is a closed community. Normally, WeChat users can only see posts pushed by official accounts to which they subscribe. So your followers on Wechat tend to be more condensed and targeted.

In terms of content type, on Weibo, businesses can make use of the media-rich nature of Weibo to create multimedia content including things like videos, pictures, live streaming, and adding emojis to their posts. Besides, the “@tag” function enables users to tag relevant parties in the posts, while the “#hashtag” function leads users to a dedicated page that garners all posts with the same topic.

On WeChat, the content that users like to repost is interactive with text and photos/audio/video. This makes it a good place for long, detailed articles to introduce a business but also mainly to share interesting tips.

The language style is also more formal and professional. Remember to highlight the most essential parts so that it’ll be easy for readers to skim. Attractive visuals and a well-designed layout are also important to retain readers.

Other platforms are dependent on the type of your brand. You can post videos on Douyin and Xiaohongshu, use influencers, sell products directly on the platform, and promote products through live streams, challenges, etc. They give more opportunities for promotion but are more dependent on the type of products or services you offer.

3. E-Commerce is becoming more social

Social commerce is gaining traction in China. This is understandable when social media is already a place for Chinese consumers to discover new brands, and read reviews/ opinions/ experiences of other people with products and services before making purchases.

The online shopping function of Chinese social networks just makes the whole buying process faster, and more convenient, and thus the conversion rate of social commerce is very high.

Buyers can easily access and browse shops smoothly as well as make purchases with one-click payment without leaving the app for an e-commerce platform.

M-Commerce (short for Mobile Commerce) is clearly booming because the Chinese are spending a lot of their time on their mobile devices. The place to reach your customer is on their mobile, it is more convenient and they are more willing to receive advertisements. Customers spend most of their time on Chinese social media platforms, therefore this is where e-commerce is heading in China. 

Social eCommerce is just beginning to know a bright future in China. Especially Wechat which is on the way to becoming the future e-commerce platform in China with brands able to launch micro-stores within the application itself. In fact, most Gen Z is purchasing through WeChat Stores, believing it’s the most convenient way. 

Most of the apps are integrating e-commerce within social media, which is becoming very useful for consumers. It’s partially due to the popularity of influencers and live-streaming, where it’s very convenient to put links directing consumers to the product page within the platform so that they can buy the item in just one or two clicks. 

Another reason is the fact that, as we mentioned earlier, Chinese people prefer word-of-mouth marketing and they strongly value the social aspect of digital shopping. They want to see the reviews, engage with other users of products they want to buy, and so on. This is why platforms like Xiaohongshu or Douyin integrate e-commerce in their offers, and e-commerce platforms like Taobao or Pinduoduo add social features to their platforms. 

4. Influencer marketing

So-called KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) are Chinese influencers that have huge power over the shopping decisions of Chinese consumers. They became popular a few years ago and today the use of Chinese influencers in your digital marketing strategy is almost essential, especially in sectors like fashion, beauty, baby products, new technologies, etc. 

KOLs are internet celebrities and most of them are specialists in their fields of interest, attracting many brands, that want to collaborate with them.

On the Chinese market, KOLs can be bloggers, celebrities, authorities, or professionals in a certain industry who have a huge number of followers/ subscribers.

The social influence of KOLs is enormous. Their posts not only reach a large and loyal audience but also influence significantly the purchase decisions of their fans.

A good influencer campaign can bring millions in sales, as word-of-mouth marketing in China is far more effective, due to many scandals and counterfeiting products on the market. Chinese consumers trust recommendations from their friends, family, and favorite influencers more than official brand announcements. 

Today we see a shift in the strategy, and many brands, also the biggest ones, decide to work with KOCs instead of KOLs. KOLs are big internet personas, gathering millions of followers. But recently China has seen many scandals with KOLs being involved and the audience is slowly losing trust in all those stars. Instead, they move on to KOCs, which are ordinary users of products they promote to a smaller audience, gathering more engaged followers and gaining trust among their fans. 

Brand awareness will expand and brand equity will be reinforced through the credibility of KOLs with whom they cooperate.

The most common form of cooperation with KOLs involves sponsored content creation. Brands find a KOL who likes their products and is a good fit for their positioning. They then negotiate and arrange for them to write promotional articles and recommend their products or services.

KOLs can also share/ repost messages of brands or co-organize online campaigns.

The other benefit of KOLs is market segmentation. You won’t hire the same Kol to reach Chinese customers in lower-tier cities as you would for Shanghai or Beijing for instance.

5. Explore niche and specialized Chinese social networks to reach a super-targeted audience

A solid presence on WeChat, Weibo or Douyin is a must. However, it is increasingly competitive to get your brands noticed by customers in the noise of millions of posts, tweets, and campaigns happening every second on those well-known sites.

Meanwhile, you can take a look into more specialized platforms that serve unique niches. These smaller, passion-based networks allow Western companies to connect with conversations that really matter and drive authentic traffic to your business.

Here are some niche social media platforms that are growing in popularity:

Xueqiu (Snowball): Equity & Finance Social Network

Founded in 2010, Xueqiu is the one-stop platform to discuss and learn about a wide range of financial services. This could be the ideal platform for foreign companies in the financial or real estate industries that want to enter the Chinese market and reach out to target Chinese consumers.

Keep: The Hub of Health and Fitness Enthusiasts

Launched in February 2015, Keep is a platform dedicated to the health and fitness niche. This platform is a great choice for international companies and brands that want to take part in the rise of the fitness industry in China market and create relevant sports marketing campaigns.

Mafengwo: Chinese people’s favorite tour guide

As Chinese travelers are increasingly sophisticated and knowledgeable, they prefer to create their own unique travel experiences. Many navigate to Mafengwo to help them plan their trips.

For businesses in the tourism industry, this is the ideal place for marketing in the Chinese consumer market.

6. PR, Chinese forums, and content marketing

Another powerful strategy is to tap into the large and active user groups on local forums. Forums in the West may be outdated but in China, it’s still significant. Large communities of similar interests gather on different forums to discuss their favorite topics.

For international brands, forums can be a source of valuable insights into your targeted customers as well as a place to seed your content strategy to increase brand awareness, expertise, and image.

In addition, peer reviews are highly influential in a collectivist society. Consumers really care about feedback from other consumers. Positive discussions about brands online can greatly lead to more trust and sales, but negative ones spread fast like cancer and damage the brand image.

Therefore, it is critical for brands to involve, monitor, and promote a positive reputation across forums.

Another advantage of being active on forums is that posts on forums rank highly on Baidu, thus contributing to your visibility on the most popular search engine.

Here are some of the most popular forums in China:

• Baidu Tieba 百度贴吧

It is known for allowing users to create their own “吧” (sub-forums), about any topic under the sun, such as your favorite idol, your favorite game, your city, or even your high school.

• Zhihu 知乎

Zhihu provides good information and analysis on a wide range of topics, and there are lots of famous people actively participating in discussions.

If you want to know the opinions of “intellectual elites”, Zhihu is the best place to go.

• Douban Group 豆瓣小组

Douban has a reputation for being a community of young intellectuals. Anything from literature to minimalism to travel is being discussed here within communities of like-minded people.

7. Chinese website coupled with Baidu SEO

You will need a website in China, and you should see it not as a separate hub of information but as a part of the digital ecosystem that consumers would pass till they reach the buying stage.

What to keep in mind before launching your website in China

• Well-integrated with social media

When you create a website, you need to look at all the points at which social media popular in China can be utilized. For example, WeChat or QQ should be used for logins to a website built for China.

While virtually every Chinese netizen has an email address, it is used far less than you might expect. Inputting a mobile phone number and receiving a unique SMS confirmation, is much more widespread.

Youku or QQ video should be built into a Chinese website for embedding videos, and WeChat pay and/or Alibaba’s Alipay should be the payment method integrated.

• Design and UX

UX or design requires thoughtful and methodical consideration of factors such as environment, attention span, and screen space. As with anywhere, it is highly important that the purpose and audience are clearly defined when creating a website for China.

China is a mobile-first country, so your website must be adapted for mobile device usage. Additionally, integrating the website that you create for China with WeChat or building a Chinese WeChat minisite will create a more seamless user experience.

Besides, when looking to build Chinese websites, the content architecture, image choice, and user flow must be evaluated for Chinese audiences.

• To succeed in China, a Business Localized content instead of translated content

The Chinese language is full of high-contextual meaning and your website will have to be using the Chinese language (Chinese characters). International businesses can not afford to be cheap! You should hire professionals for your china content.

When creating a website for China, it is important to keep in mind that the content should speak directly to your target market: the Chinese consumer.

Rather than hire a translator, hire a copywriter with knowledge in your specific industry that can adapt and polish your content for a Chinese audience.

• Domain and Hosting

If you want your website to rank on Chinese search engines, your website must be hosted in China.

To host your website in China, your Chinese website domain name must be managed by a Chinese registrar, your organization must be registered in China, and you must apply for an ICP license.

An ICP license is a permit issued by the Chinese Ministry of Industry and Information Technology that is mandatory for China-based websites to operate in China.

Applying for an ICP license can take some time, so it is important to plan this in advance when you build a Chinese website.

A website is pointless if not seen on Baidu

Similar to the West, search engine optimization is one important pillar of your digital marketing plan. And in the Chinese market, Baidu is the king.

Considering that +80% of Chinese consumers conduct intensive searches online (either on search engines, social media, or e-commerce platforms) to learn about products or services, being visible on Baidu is critical to capturing targeted traffic to your website and ultimately generating sales.

In China, Baidu holds the most market share. A myriad of smaller and vertical search engines like Google CN, Sogou, Soso, eTao, and Qihoo 360 exist – each caters to a specific target group.

Knowing which China Search Engine to invest in and the right budget allocation makes all the difference in your search ROI.

In addition, an integrated search engine strategy that combines both China Search Engine Marketing (SEM PPC) and China Search Engine Optimization (SEO) is also important to your overall China Search Marketing ROI.

8. Live-streaming

Live streaming is one of the biggest revelations of recent years and it became especially profitable and popular during the COVID-19 pandemic. As people were locked at home, they started watching streaming videos, to see the quality and usage of products they were interested to buy. Live streaming is a huge industry in China, attracting more and more consumers and streamers every day.

One of the main reasons for its popularity is the fact, that due to many scandals with fake products and bad quality of services, most consumers don’t trust the official promotion of brands. They prefer to rely on friends’ and influencers’ opinions and recommendations. Live-streaming is another step, as they can see products live, in real use. 

There are many streaming platforms, like Taobao Live, Douyin, and Wiya, where there are long live streams, showing how to prepare meals, or do perfect make-up. There are also streams of people picking vegetables, showing the exact quality of products that are available to purchase. Live-streaming is one of the leading tools in digital marketing in China in 2023 and it’s worth investing money and time in leveraging this function for your brand. 

9. Video is the future of Content Marketing in China

The number of Chinese video users is constantly increasing year after year, this number is also due to the booming of smartphone users and the booming of the digital era. It is not only about watching movies, short films, or music video clips. You can deliver a message, target a customer, engage your customer, display a video ad, and make consumers buy.

A video is an all-in-one tool; utilizing visuals, text, and audio, which is the reason why it is a really efficient tool. Apart from longer videos, the digital marketing landscape in the Chinese market is being flooded by applications and features offering short videos. 

The most popular one, Douyin, known as Tik Tok outside of China, is one of the most successful mobile apps worldwide. In China, Douyin offers much more functions, with integrated live-streaming and e-commerce features, offering consumers an all-in-one experience.

Apart from Douyin, there are other apps, some are dedicated to short videos and live-streaming only (like Kuaishou), while others add the short-videos feature to their existing offer (like WeChat Channels in the WeChat app). 

10. Metaverse, phygital and virtual realities

You have probably heard many times about O2O, it is the new trend that you need to optimize if you want to succeed in your marketing campaign.

Now that AI dominates the headlines, the Metaverse seems like yesterday news.

And while I by no means would advise to make it the central pillars of your Chinese digital marketing strategy, it has its uses as a complementary channel. And in some cases can help you go viral on Chinese social media.

The connection between online and offline seems to be closer than ever. Consumers are discovering products online, making a selection of the products that they like the most, they can then experience it offline by going directly to the showroom or to the stores, the whole process can still be linked digitally with interactive WeChat accounts and websites.

Another thing that really speeded up in 2023 is the metaverse, and the use of virtual reality in marketing and e-commerce. Something that is still rather unknown in the West, is a whole big thing, leveraged by most of the biggest brands in China.

Companies like Maybelline, Gucci, Coca-cola are opening their metaverse stores, collaborate with games to create engaging content for younger generations, that are very excited about the new trend and want more. There are virtual fashion shows on Xiaohongshu, or virtual collections of NFTs to purchase. We can say, that this is definitely the hottest trend of this year and it will definitely stay. 

11. User experience and customization

Because of the huge number of marketing campaigns, you have to focus on your customers’ sensibilities, and experience and you have to understand your customer’s needs and create a real, meaningful experience. However, the point here is to be creative, you have to engage your customers not only by sending them advertising messages but also by encouraging their self-expression and individual participation.

More and more brands are turning their consumers into designers or brand representatives. Consumers are not loyal to brands and can easy switch to other foreign companies offering similar products, if they have more attractive branding or more engaging UX design. 

Young consumers want their products to be unique and personalised, so that they can show off something different than all the rest. Many companies offer customized products or engaging experiences, to attract young consumers to their brands. Offering something unique is also very helpful in creating buzz and attracting Key Opinion Leaders, that might get interested and start to talk about your brand. 

12. Localize your Digital Strategy to China

Last, but certainly not least: focus on local marketing strategies.

You may have probably heard this a million times, but focusing on local doesn’t mean that you will need to completely change your products, tastes, and preferences to local ones. The idea is actually to understand the customer’s needs and adapt your product whilst not forgetting one’s core product strategy.

For example, have you ever tried those colorful burgers at KFC, a pink spicy hamburger? This is roasted cheese spicy chicken with pink bread. The brighter colors proved to be a strong novelty in China and effectively generate sales for KFC, they kept a distinct brand whilst responding to consumer demand. Below you can see another of localized products in KFC – Chinese hot pot. 

Another example is Starbucks, that, apart from coffee, offers a big variety of tea flavours in its cafes. The most famous and the biggest one, located in Shanghai, offers more than 20 different tea flavors.

Are You Interested in Implementing These Digital Marketing Trends in Your China Strategy? Contact Us!

Following trends in digital marketing in China is not an easy task. Many of them are new, as China is the trendsetter when it comes to the digital world in general. Another thing is the fact that China’s online ecosystem is completely different than anything we are used to in the West. What is more, those trends change super fast, so it’s important to act now!

We are a China marketing agency with more than 10 years of experience in digital marketing for the Chinese market. We worked with over 600 brands from different industries, helping them navigate through China’s online world and creating the best-suitable marketing strategies for each brand.

Our Services: Designed for Your Success

• Market Insight and Analysis: Understanding the Chinese market is crucial. We provide comprehensive insights into consumer behavior and trends.
• Brand Localization: Your brand’s voice matters. We fine-tune your message to resonate with Chinese audiences while keeping your brand marketing and core values intact.
• Digital Marketing Excellence: Utilizing platforms like Weibo, Douyin, and WeChat, we create campaigns that engage and convert. We also check your Western marketing efforts for comparison, so that nothing goes to waste.
• E-commerce Strategy: Dominate online sales on Tmall, JD.com, and more, leveraging our e-commerce expertise to successfully market your brand.
• Social Media Mastery: From content creation to community management, we handle it all.
• Influencer Collaborations: Partnering with the right KOLs can elevate your brand. We make those connections happen.

We offer many different services, depending on the needs and budget of our customers, starting from market research, web design, localization, naming, branding, e-reputation, influencer marketing, e-commerce, social media set-up, online reputation management, and many more.

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