Ready for a successful year of marketing in China? Knowing these top Chinese digital marketing trends for 2025 will be crucial as you plan your activity!

1. Social Commerce

Social shopping is already a multi-billion pound industry in China, but it’s expected to double by 2029. The last Double 11 sales festival grew by 46%, with Millennial and Gen Z customers particularly jumping onto the trend.

Social commerce in China continues to grow through sophisticated tech development including slick payment integration options, the popularity of Little Red Book and Douyin (TikTok) and WeChat mini-programs.

The tech that drives these programs (particularly concerning integrated payment processing) is expected to be further refined in 2025, making delivery even slicker for customers.

2. AI Everywhere

Chinese customers are already very comfortable with AI, and over half of online retailers already use AI chatbots to personalise customer experiences and enhance customer service.

AI is also being integrated into a wide array of cutting-edge products, from smart appliances in the home to a new generation of EV cars.

Expect to see AI integrated into every aspect of Chinese digital marketing in 2025, with customers expecting chatbots, smooth user experiences (including targeted real-time content delivery) and optimised sales fulfilment from brands they shop with.

The good news is that AI can greatly benefit Western brands as they build in China, so the opportunities are excellent for brands that invest in their knowledge and AI integration.

3. Livestreaming and Short-Video

Short-form video platforms such as Douyin will continue to dominate digital marketing strategies, with brands creating attention-grabbing short videos that engage customers and drive sales.

Livestreaming e-commerce will also rocket, with brands and KOLs livestreaming in real-time and via digital shopping events to drive sales.

These experiences will start to include more creative experiences, including gamified shopping, real-time votes and AI-generated recommendations.

Interestingly, micro-KOLs and AI-generated KOLs are expected to become increasingly important.

An interesting sub-trend will be community-based buying, with Chinese customers pooling their purchasing power to gain attractive discounts. This will give Western brands an interesting way to target niche customer groups.

4. The Metaverse and VR

Expect to see China’s futuristic metaverse continue to evolve, with virtual retail stores and shopping malls complemented with AR and VR shopping.

China will lead the way in this level of cutting-edge technological commerce. For example, brands will use virtual gaming environments to sell in-game digital products such as filters, stickers, characterisation and branded personalisation options.

5. Green Marketing

Chinese customers, particularly Millennial and Gen Z customers, will continue to fuel demand for eco-friendly and sustainable products.

They will also expect to see brands demonstrating their ethical stances, sustainable manufacturing processes and corporate social responsibility strategies.

6. Growth Markets

The changing needs and preferences of Chinese customers mean that new markets offer exciting and lucrative opportunities for Western brands. Here are just three examples:

The Pet Market

One of the biggest growing markets in China is pets! Driven by increased pet ownership by middle-class Chinese customers, one in eight people now have a pet.

This means that demand for pet products is growing fast, from premium food and snacks to dog training schools, and there is also a new wave of pet-focused KOLs!

EV Cars

Chinese-manufactured electric vehicles are in demand globally and now Chinese EV brands themselves are increasing; from 60 brands in 2019 to 137 by the end of 2024. PHEV hybrids are leading Chinese growth, with sales since 2023 rocketing by 85%.

Already, global brands are leveraging long-standing JVs in China to produce EV vehicles for global markets. Expect to see demand for related products and services grow too.

Outdoor Living

The Chinese middle class are investing heavily in their hobbies, which has already fuelled growth in sports, wellbeing and fitness in 2024.

In 2025, forecasters expect to see Gen Z and Millennial customers driving demand for outdoor activities such as camping (already a growth industry in China), fishing, hiking and glamping.

The silver generation will also be big consumers of fitness and leisure products and services, offering great potential for Western brands offering health supplements, outdoor equipment, fitness accessories and sportswear.

7. Made in China’s Moment

Made in China, or Guo Chao, is now a huge trend in its own right. China’s economy has grown to a stage where Chinese customers are confident in their homegrown brands and culture.

Guo Chao, which means ‘Chinese Trend’ combines traditional and modern elements. Chinese skincare now competes with imported South Korean skincare (formerly the holy grail of skincare!), and electronic giants such as Huawei and Xiaomi are booming.

8. The Silver Generation

China has the world’s biggest older and ageing economy and the so-called-silver economy is already worth around $982 billion USD.

By the end of this decade, the demographic is expected to grow by another 100 million people, with a growing demand for related products including healthcare, recreation and financial planning.

9. Lower Tier Cities

China’s economy is so powerful it drives the global economy. As China’s vast middle class grows, new consumers coming on board with high disposable income are from China’s lower-tier cities.

Consumer sentiment in these smaller cities is strong, and global brands are working hard to increase their presence. For example, in 2023, KFC opened 60% of its new stores (around 720) in lower-tier cities.

Western brands that can understand the needs and preferences of consumers from these cities have lucrative target markets to pursue and the chance to gain a foothold before these markets become too saturated.

Get Expert Chinese Digital Marketing Help in 2025

2025 certainly offers superb opportunities for Western marketers ready to build their brands in China! A strong and well-planned Chinese digital marketing strategy is key to success in this lucrative, vast and tech-driven market.

Market Me China can help your Western brand to achieve success in China. Our team of native-speaking Chinese digital marketing professionals works with brands to offer expert, flexible digital marketing services when you need them most.

From tailored and custom Chinese market research to digital ecosystem development in the form of smartphone-optimised websites, Baidu, KOL engagement, Chinese social media and ePR, we evidence our success with clear metrics and prove ROI!

Talk to us about your brand’s Chinese digital marketing plans for 2025 and let’s see how we can help!