Whether you’re new to Chinese digital marketing or already have experience in this exciting, fast-growing and highly lucrative market, there are always opportunities to up your game!

With that in mind, here are some top Chinese digital marketing tips you might not know.

Understand Super Apps

It’s easy to think about Chinese social media in Western terms, making comparisons with Facebook, Instagram and TikTok (for example). However, super apps such as WeChat are far more complex and offer a much higher degree of marketing scope.

For example, WeChat combines social media, messaging, payment services, content creation and e-Commerce in one place. (Top tip for new brands: Secure your WeChat Official account at the first opportunity.) It’s also the home of Mini Programs, which are small WeChat-integrated apps, and great for brands.

Consider UX differences

Did you know that Chinese customers use QR codes far more than in the West? Or that they expect to provide their phone numbers for signup credentials (unlike Western customers who tend to provide email addresses.)

Even these smaller facts are important to know as they can play a surprisingly important part in your marketing strategy, especially when it comes to user experience.

Localise Content

Tailored content is so important in China, where customers expect content to be targeted, culturally relevant and highly localised.

This level of localisation goes far beyond equivalent considerations in Western markets. For example, Gen Z customers in Shanghai may have different needs and interests from Gen Z customers in a second-tier city such as Hangzhou.

Be Strategic With KOLs

KOLs are undeniably important to Chinese digital marketing, but many brands find that mid-tier influencers have highly engaged followers, and offer better ROI than top-tier KOLs.

When working with KOLs think about your platforms carefully. Xiaohongshu (Little Red Book), and Douyin (TikTok) are central for brand-building efforts and sales conversions.

Mobile First

Recognise that most Chinese customers shop, chat, learn and manage their lives online via their smartphones, and invest in a responsive mobile-first strategy.

Chinese digital technology is always evolving so it’s important to stay up to date with trends and developments.

Make the Most of SEO

Baidu is China’s leading search engine, and in China, SEO focuses heavily on Baidu optimisation (far more so than it does on Google.)

SEO in China requires time, knowledge and consistent optimisation efforts. Western brands need to use Baidu Baike (akin to Wikipedia) to build credibility.

Get Involved with Shopping Days

If you’re not yet familiar with Chinese shopping extravaganzas such as Singles Day (also called 11/11), Double 12 and 618 Sales, make 2025 the year you get on board!

During these huge online shopping days, brands should use strategies that combine livestreaming, KOS and limited-time offers and discounts for the best results.

If your brand can also release a limited edition of its products, then all the better! These can do very well when tied into relevant shopping festivals.

It can also be helpful to build a branded store on JD.com or TMall for visibility and slick eCommerce benefits.

Get into video content

You’ll know that content is king in China, and that your content strategy needs to blend elements of branded storytelling, influencer collabs and user-generated content. But if you’re not focusing heavily on video content, 2025 is the year to do so!

Short-form video dominates on Doyin, and long-form content is huge on sites such as YouKu and Bilibili, especially for education and learning, gaming and technology.

Build Your Reviews

Chinese customers greatly value reviews and ratings, more so – arguably – than Western customers. You can build your brand’s social proof by encouraging reviews and feedback, actively engaging and replying to reviews and comments, and sharing user-generated content about your brand on platforms such as Little Red Book.

Show that you’re interested, respectful and grateful for feedback, and actively engage with your customers so they can trust and value your brand.

Promote Your Sustainable Values

Chinese customers want to shop with brands that have clear sustainability strategies, high-quality manufacturing with ethical supply chains and a business model that minimises environmental impact.

If you can flag up your ethical and sustainable business values, you will build a powerful connection with Chinese customers, especially Millennial and Gen Z groups.

Recognise the power of ‘Made in China’

There is also a growing trend for Chinese customers to seek out high-quality domestic products from Chinese brands, as they become increasingly confident in their country’s culture and manufacturing.

Western brands can consider making strategic alliances and partnerships with domestic Chinese brands where there may be possibilities for collaborations.

Keep Up to Date with Changing Regulations

If you’re not up to date with China’s content and data privacy regulations (such as the Personal Information Protection Law), it’s important to get up to speed. Content that is politically sensitive or which falls foul of censorship guidelines can see your website blacklisted. You can also be fined.
Remember that platforms such as WeChat are actively monitored, so it’s important to be aware of all marketing regulations and comply with them.

Get Expert Help!

Marketing your Western brand in China can be hugely exciting and it’s certainly a steep learning curve in this fast-paced market!

Why not consider choosing an expert partner to help your business avoid the common pitfalls of Chinese digital marketing and accelerate your success?

At Market Me China, our team of native-language digital marketing experts works with Western businesses across a variety of industries to offer them flexible, expert Chinese digital marketing services.

Why not get in touch to find out how we can help your brand enjoy marketing success in China in 2025?