In China, customer reviews are far from being mere comments left after a purchase. They have become pillars of digital reputation, powerful conversion tools, and sometimes even strategic battlegrounds. In a digital environment where consumers are increasingly skeptical of traditional advertising, the voice of fellow customers plays a central role. A single well-placed review can trigger a wave of purchases. On the other hand, a negative, credible, and widely shared review can cause long-term damage to a brand. Understanding this dynamic is crucial for any company seeking to establish itself in the Chinese market.

Reviews – a powerful UGC channel

Chinese culture has long placed value on trusted recommendations. Word-of-mouth among friends and family is deeply embedded in purchasing behavior, and this logic has naturally migrated into digital habits. Chinese consumers—especially younger generations—tend to trust peer reviews much more than classic advertisements. According to a 2023 McKinsey study, over 75% of urban Chinese buyers say they are strongly influenced by user-generated content, particularly on social media platforms. A product’s credibility, therefore, lies more in what others say about it than in how a brand presents itself.

On which platforms?

This phenomenon is reinforced by the structure of Chinese platforms. Xiaohongshu (Red Note), Douyin, Taobao, and JD.com are not just e-commerce or entertainment channels; they are complete ecosystems where customer reviews are omnipresent, highlighted, rated, discussed, and often enriched with photos or videos. On Xiaohongshu in particular, reviews take the form of detailed mini-articles in which users share their personal experiences, compare products, and show real-life usage. These posts are perceived as authentic because they are written by seemingly “ordinary” users with no commercial agenda. In reality, their commercial impact is enormous.

Case Study: Florasis, a brand highlighted by user reviews

One of the most striking examples of a successful review-based strategy is that of Florasis (Hua Xizi), a Chinese cosmetics brand that built a loyal community and skyrocketed its sales thanks to a customer-content-driven approach. Founded in 2017 in Hangzhou, Florasis positioned itself early on as a premium local alternative, combining traditional Chinese aesthetics with quality rivaling international luxury brands. Instead of investing heavily in advertising, the company collaborated with micro-influencers on Xiaohongshu, encouraging spontaneous and detailed reviews of their products.

These reviews, often accompanied by unboxing videos or makeup tutorials, helped build a strong brand narrative. The refined visual identity, poetic and culturally rooted storytelling, and pleasant user experience were all amplified by user-generated content, creating an impression of authenticity. Within a few months, Florasis evolved from a little-known startup to a best-seller on Tmall, generating over RMB 100 million in revenue by its second year. Its limited-edition lipstick, regularly featured in Xiaohongshu posts, sold out within 24 hours after a wave of viral reviews. To this day, the brand continues to generate most of its traffic and awareness through user content, which remains central to its marketing strategy.

Buying Reviews: Good or Bad Idea?

However, this reliance on online reviews also comes with risks. The temptation to buy positive reviews still exists, especially for new brands trying to gain traction. Despite increased regulation, services offering review bundles, photos, and five-star ratings still circulate, aiming to artificially boost a product’s reputation. Although these practices are increasingly detected by platforms, some view them as a necessary “initial investment”—particularly in cross-border e-commerce. Yet the danger is real: overly enthusiastic, vague, or suspiciously timed reviews are quickly flagged as fake by Chinese users. These consumers are highly attuned to authenticity, tone, and detail. A review that feels inauthentic can discredit an entire campaign.

Major platforms are actively fighting this issue. Xiaohongshu has implemented AI systems to detect suspicious patterns, such as similar content from new accounts or waves of identical comments. JD.com verifies that reviews are tied to actual purchases. Douyin is testing verification badges for reviews deemed trustworthy. These measures aim to restore consumer confidence but also raise the bar for brands, which must now produce sincere, nuanced, and culturally adapted content.

Brands and Notice Management

This is precisely where companies like HI-COM step in. Translating user-generated content—whether it’s reviews, feedback, or comments—is not just a linguistic task. It’s a strategic act. A poorly translated review can be misinterpreted, and a culturally off-target localization can turn a neutral comment into a damaging critique. HI-COM supports international brands in managing their online reputation, ensuring the quality of translated reviews, customer responses, and product descriptions. The goal is to preserve meaning, tone, intent, and above all, perceived authenticity.

In a market where every detail matters, nuanced translation can make a real difference. A single poorly chosen adjective, overly formal tone, or awkward expression can create a cultural disconnect and harm a brand’s credibility. Conversely, a well-localized, natural, and fluid review can reassure hesitant customers, answer their doubts, and trigger a purchase.

Finally, brands must adopt a proactive stance when it comes to managing reviews. Responding to criticism, thanking positive feedback, and showing that customer suggestions are taken into account all contribute to building a transparent and responsible brand image. Some companies go even further by incorporating reviews into their product development process, thus closing the loop between customer experience, online feedback, and continuous improvement. This ongoing dialogue is especially appreciated by Chinese consumers, who are drawn to brands that listen and adapt.

Conclusion

In conclusion, a review in China is never insignificant. It is an act of consumption, a storytelling tool, a trust signal, and a decisive factor in a product’s commercial success. For international brands, it is essential to build a review strategy from day one—prioritizing authenticity, working with skilled localization partners, and maintaining a strong connection with their audience. A review can sell, but it can also kill. Best make it your ally!

Xiaohongshu, also known as REDNOTE, is a platform that uniquely combines social media features with e-commerce. Recently, the “TikTok Refugees” phenomenon emerged, and in this article, we will explore how to adapt your marketing strategy to Xiaohongshu.

What is Xiaohongshu?

Xiaohongshu is a Chinese social media platform known for its content based on authentic and community-driven recommendations. It has become a cornerstone for young Chinese consumers, as well as for expatriates living in China.

However, recent events have completely shifted the perspective on this social network.

Indeed, following the temporary ban of TikTok in the United States, we are witnessing a migration of American users to the platform.

In addition to seeing strong growth on the platform, there is a global surge of American users.

This phenomenon marks a turning point for Xiaohongshu, but also a strategic opportunity for brands, which can capitalize on this unexpected diversification of the user base.

It’s a real business opportunity to reach a qualified audience, with less competition, as few have taken advantage of this opportunity so far.

In this article, discover how you can adapt to this new platform, Xiaohongshu, to reach new people.

Xiaohongshu as a Marketing Opportunity for Brands

How does the platform work?

The arrival of American users on Xiaohongshu has broadened the platform’s demographic scope, which until now primarily targeted Asian consumers, specifically Chinese ones.

This diversification offers brands a unique opportunity to reach an international audience without leaving the platform’s ecosystem. Unlike networks like Instagram or TikTok, Xiaohongshu stands out for its community-driven approach and its strong emphasis on authenticity in interaction

Many of these users, often disappointed by the advertising saturation or algorithms of their usual platforms, are seeking a more organic and authentic experience. In this regard, Xiaohongshu perfectly meets their expectations with its content focused on personal recommendations and the sharing of real-life experiences. Additionally, certain market segments that are particularly popular in the U.S., such as wellness, sustainable fashion, and clean beauty, find fertile ground for growth on Xiaohongshu. These niches align the interests of both Chinese and American consumers, creating interesting synergies for global brands.

How can we capitalize on this reform?

Although Donald Trump has now reached an agreement with TikTok, it’s still possible that TikTok could be permanently banned in the United States sometime in the future.

To take advantage of this new international audience, brands must adapt their content strategy and approach to Xiaohongshu marketing.

First, it’s essential to produce content that is accessible to these new users, particularly in English. Offering bilingual or even multicultural posts not only allows brands to directly reach Americans but also reflects an inclusive and international brand image.

Another strategy is to collaborate with emerging micro and nano-influencers from the U.S. on the platform.

These creators, often expatriates or active American users on Xiaohongshu, possess a valuable dual skill set: a deep understanding of their home audience and mastery of the platform’s unique codes. These collaborations can be powerful for brands looking to build an authentic connection with this new audience.

Finally, content optimization is crucial to capture users’ attention. This means using English keywords that are tailored to the search habits and needs of American consumers, while aligning products or services with their interests. This localized SEO strategy can significantly increase brand visibility on the platform.

The Challenge of Localization

Despite these opportunities, localization remains a major challenge. Brands have to juggle marked cultural and linguistic differences to avoid missteps. For example, what works to appeal to a Chinese audience may not have the same impact with American consumers. Values, aesthetics and even social norms vary greatly between these two markets. Brands therefore need to conduct in-depth research into their target audience to ensure the relevance of their campaigns.

Another adaptation concerns the product offering itself. American consumers place great importance on values such as sustainability, inclusivity, and transparency. Brands aiming to succeed on Xiaohongshu must incorporate these aspects into their storytelling, products, and communication in order to resonate with this discerning and engaged audience.

The future of the platform by applying Xiaohongshu marketing

The growing influx of international users, particularly Americans, could transform Xiaohongshu into a truly global platform. Similar to TikTok or WeChat, Xiaohongshu could evolve to integrate features that cater to the needs of different markets, while preserving its DNA based on authenticity and community sharing.

For international brands, Xiaohongshu is also becoming a strategic gateway to the Chinese market. The platform offers a rare opportunity to test products and campaigns in an environment where both Chinese and international consumers coexist. This convergence could serve as a springboard for brands looking to launch global campaigns, while gaining valuable insights into the expectations and behaviors of these two audiences.

The Key Role of American and Chinese KOLs

Key Opinion Leaders (KOLs) play a central role in the Xiaohongshu marketing ecosystem, and the migration of American users opens new possibilities for brands in terms of strategic collaborations. Chinese KOLs remain essential for reaching the local user base, thanks to their ability to decipher trends and influence the purchasing decisions of Chinese consumers. However, with the arrival of American users, a new type of KOL is emerging: American influencers active on Xiaohongshu. These creators, often expatriates or advocates of bilingual content, offer a unique cultural bridge capable of connecting the expectations of Western consumers with the platform’s specific codes.

For brands, the challenge is to build balanced partnerships with these two types of KOLs. By combining the local expertise of Chinese influencers with the international perspective of American KOLs, they can create innovative campaigns that speak to global audiences while staying rooted in Xiaohongshu’s values: authenticity, sharing, and community. This enables them to maximize their visibility and impact with both user segments.

To conclude

The migration of Americans to Xiaohongshu, while unexpected, offers unprecedented opportunities for brands. By adapting their marketing strategies and investing in authentic collaborations, companies can not only reach a diverse audience, but also explore new ways of connecting with their consumers. In a context where cultural and digital boundaries are becoming increasingly blurred, Xiaohongshu could become a key player in connecting brands with global audiences, while reinforcing its role as a pioneer in social commerce.

To get the most out of your involvement in the China International Import Expo (CIIE) Shanghai, it is crucial to be well prepared, understand business practices in China, and ensure that your interpreting needs are covered.

This comprehensive guide will provide you with practical advice on professional interpreting, cultural etiquette, and networking strategies to maximize your opportunities at this major event.

FAQ

Everything about CIIE, Business and Interpreting!

General Information about CIIE Shanghai 

What is the China International Import Expo (CIIE)?

China is the world’s second largest importer and largest consumer, and the CIIE is the world’s largest import exhibition.

The China International Import Expo (China International Import Expo CIIE) is one of the world’s largest trade events, held annually in Shanghai. Launched in 2018 by the Chinese government, the CIIE aims to promote international trade and facilitate access to the Chinese market for foreign companies. 

This event is a unique opportunity for companies from around the world to showcase their products, services, and technologies to Chinese and international buyers. With thousands of exhibitors (3,400 in 2023) and hundreds of thousands of visitors every year (410,000 in 2023), the CIIE is a must for any company looking to expand in China.

=> Participating in the CIIE not only provides an opportunity to meet potential partners, but also to witness market trends and explore new growth opportunities.

CIIE Shanghai 2024 – When and where is it?

The CIIE 2024 will be held in Shanghai, at theNational Exhibition and Convention Center (NECC), one of the largest exhibition centers in the world. This year the event will take place from November 5-10, 2024, offering attendees five days of exhibitions, forums, B2B meetings, and other networking activities.

NECC is strategically located near Shanghai Hongqiao International Airport, making it easily accessible for both domestic and international visitors.

Which sectors are represented at the CIIE?

With its slogan “New Era, Shared Future”, the CIIE covers a wide range of sectors, attracting companies from various industries looking to access the Chinese market.

The Exhibition is divided into six zones:

1. Smart industry and information technology:  High-tech solutions, artificial intelligence, IoT, Machines, spare parts, industrial robots, and construction equipment.
2. Consumer goods: Food products, clothing, consumer goods, household appliances, and luxury items.
3. Services: Financial services, logistics, tourism, education, and professional services such as interpreting and translation.
4. Medical equipment and health products : Pharmaceuticals, medical devices, health services and medical innovations.
5. Automobile : Light and heavy vehicles, spare parts, mobility technologies and intelligent transport solutions.
6. Food and Agricultural Products : Agricultural products, food and beverages, organic products, and agri-food innovations.

Each area is further subdivided into sections and specialized areas.

“A special innovation incubation zone is set up for companies in the seed, start-up and growth phases.” – CIIE.org

This provides great opportunities for international companies to connect with Chinese buyers, distributors, and business partners more easily.

List of CIIE exhibitors and conferences.

The CIIE attracts thousands of exhibitors from around the world, ranging from large multinationals to small and medium-sized enterprises.

Notable exhibitors include leaders in the technology, healthcare, food, fashion, and financial services sectors. In 2023, 289 companies among the FORTUNE 500 were present!

For the full list of exhibitors, you can find them on the event floor plan here.  consult the CIIE official website

Each year, the event also offers a program of conferences and forums that address critical topics such as technological innovation, trade policies, sustainable development, and new trends in the Chinese market. CIIE conferences provide attendees with a valuable opportunity to hear from industry experts and government officials as they share their perspectives and analysis.

To find out the schedule of conferences for the CIIE 2024, you will have to be patient because it has not yet been released.

How to prepare for the CIIE Shanghai: Practical Guide for Exhibitors and Participants

Here is the schedule for exhibitors wishing to set up a stand: stands will be set up from October 27 to November 2 from 8 a.m. to 8 p.m., and taken down on November 11 and 12 from 8 a.m. to 8 p.m.

The organizations implementing this 7th edition of the CIIE have drawn up a Practical manual for exhibitors, that you can find here.

If it is your first time participating in a Trade Show in China, we recommend you read: Trade Shows in China 2024 – How to Prepare Your Business

Succeeding in Business in China: Culture, Negotiations, and Etiquette at CIIE Shanghai

China is one of the most dynamic markets in the world, but doing business there requires a good understanding of cultural differences. To succeed at the China International Import Expo (CIIE) in Shanghai, it is important to understand these nuances, know how to negotiate skillfully and adopt the right behaviors to avoid misunderstandings.

Entering the Chinese market: 10 Things Brands Must Do – HI-COM

Understanding Cultural Differences in Business in China

Business culture in China is strongly influenced by values such as hierarchy, respect, and harmony. At the CIIE, these values are translated in several ways:

1. Respect for hierarchy:

Hierarchy is very important in China. Decisions are often made by leaders after much discussion. In business meetings, it is crucial to recognize titles and show respect to those in high positions.

2. The importance of the “face” (“Mianzi”):

Protecting “face” is essential in China. This means avoiding embarrassing someone or criticizing them publicly. At the CIIE, it is important to express yourself in a way that avoids making others lose face, as this could damage the relationship.

3. Guanxi (connections):

The term “Guanxi” refers to the importance of personal relationships and networking in business. At the CIIE, having good “guanxi” can be crucial to securing partnerships. This requires taking the time to get to know your contacts, building a relationship of trust, and showing a genuine interest in their culture and their company.

Tips for Negotiations with Chinese Partners at the CIIE – Interpreting

Negotiations in China can be very different from those in the West. Here are some tips for successful discussions at the CIIE:

1. Preparation and patience: Negotiations in China are often long and detailed. It is more or less essential to negotiate! It is important to be well-prepared with clear information and solid arguments. Patience is essential, as decisions can take time.
2. Indirect communication: Unlike the direct negotiation styles often used in the West, the Chinese prefer subtle and indirect communication. The answers can be nuanced, and you have to know how to read between the lines. A “yes” can sometimes mean “maybe,” and a silence can be a chance to clarify or suggest something else.
3. Using interpreters: If you are not fluent in Chinese, a good interpreter is essential. It is not just about translating the words, but also about understanding cultural subtleties, which can greatly influence successful negotiation at the CIIE.
4. Providing value and making compromises: Show that you are ready to seek win-win solutions. Chinese partners value compromises and agreements that bring long-term benefits to both sides. This approach can increase your chances of success at the CIIE.

The Eight Elements of Chinese-Style Negotiation

Etiquette and Behavior to Adopt during the CIIE

Etiquette is essential in Chinese business culture. Here are some rules to follow to make a good impression at the CIIE:

• Business cards: Business cards are exchanged at the beginning of each meeting. Always have enough and present them with both hands, with the text facing the person. Take a few seconds to look at the card you received before putting it away. This shows respect.

Pro tip: Add your QR code WeChat on the business card.

• Greetings and gestures: A handshake is common, but a slight nod is also appreciated to show respect. Avoid touching people or pointing fingers as this can be perceived as rude.
• Punctuality: Being on time is a sign of respect in China. Arriving on time or a little early for your appointments at the CIIE is important for making a good impression.
• Dress code: Wear professional, conservative clothing. Appearance matters a lot in China, as it reflects professionalism and seriousness.

How to Avoid Cultural Misunderstandings at CIIE?

Even with good preparation, cultural misunderstandings can occur. Here are some strategies to avoid them:

Take the time to listen carefully and write down the nonverbal reactions. Facial expressions, gestures, and tone of voice can give clues about what your partners are thinking.

A good interpreter, who knows the language and culture well, can help you avoid communication errors. They can clarify misunderstandings and advise you on the best way to respond.

If anything is unclear, please feel free to ask questions. This shows that you are involved and want to understand expectations.

Showing that you are open and respectful of local practices is essential to avoid misunderstandings. Be prepared to adapt the way you communicate and learn from the exchanges.

By understanding cultural differences, mastering negotiations, and respecting CIIE etiquette, professionals can avoid cultural mistakes and build strong and fruitful relationships with their Chinese partners. The main and easiest strategy to get it right is to get help with professional Interpreting for the CIIE.

Interpreting and Translation Services at CIIE: Why and How to Choose the Best?

Why are professional interpreting services important for the CIIE?

The CIIE is a global event that brings together participants from different cultures and languages. Professional interpreting services are essential to ensure your messages are clear, precise, and respect cultural nuances.

1. Facilitating multilingual communication:

Most Chinese professionals prefer to speak in Mandarin, especially for important negotiations. A professional interpreter ensures that nothing is lost in translation, whether it’s technical terms, business propositions, or cultural nuances. This is crucial when negotiating contracts, presenting products, or talking to government officials and executives.

2. Improve networking opportunities:

The CIIE offers many networking opportunities where every conversation can open the door to new opportunities. Having an interpreter on site makes exchanges more fluid and allows you to focus on building strong relationships, without worrying about the language barrier.

3. Building trust and credibility:

By investing in professional interpreting services, you show your potential partners that you are committed to communicating clearly and conducting business in a transparent and respectful manner. This builds trust and gives credibility to your approach.

How do you choose a good interpreter for the CIIE?

Choosing the right interpreter for the CIIE is a strategic decision that can influence the success of your participation.

Here are the criteria to take into account to make the best choice:

– Competence and Experience in the Sector: Not all interpreters are equal. It is crucial to choose an interpreter who has expertise in your industry. For example, an interpreter with experience in the technology, healthcare, or finance sectors will be better able to understand and correctly translate the specific terminologies and nuances of those industries.

– Bilingualism and Cultural Competence: The interpreter must have perfect mastery of both the source and target languages. This is essential to avoid misunderstandings and to ensure that the tone and intentions of messages are correctly interpreted. Look for interpreters who have lived or worked in both cultures.

– Types of interpreting Services Offered: At the CIIE you may need: different types of interpreting,such as simultaneous, consecutive interpreting or liaison, depending on the context (conferences, B2B meetings, presentations). Make sure the interpreter you choose is competent in the type(s) of service required and has the necessary equipment if needed (headsets, microphones, booths, etc.).

– Professionalism and Flexibility: The CIIE is a dynamic event where meetings and discussions can sometimes extend or move to another location. It is essential to choose an interpreter who is not only professional and punctual, but also flexible to accommodate the changing needs of your schedule.

– Cost and Value: Although cost is an important factor, it is crucial to consider the value that the interpreter brings. Choosing a cheaper but less competent interpreter can be costly in terms of missed business opportunities  or misunderstandings.

– Availability for Prior Preparations: It is often beneficial to work with an interpreter who can prepare with you in advance. Whether it is to familiarize yourself with the specific vocabulary of your sector, or to understand the objectives of your meetings, this preparation can greatly improve the efficiency of interactions at the CIIE.

By following these tips, you will be well equipped to choose an interpreter who not only facilitates communication at the CIIE, but also helps strengthen your presence and success in the Chinese market.

A good interpreting service is an investment that can generate significant returns in terms of business partnerships and long-term growth.

Costs and budgets for interpreting services at the CIIE.

The budget will depend on the number of interpreters you need, and the duration of the support. To get a general idea of the budget to plan, HI-COM can give you a free quote: Contact us !

How do you book an interpreter for the CIIE?

Contact us to discuss your projects and get your quote!

HICOM Expertise

With our expertise in interpreting, we ensure that our interpreters are:

• Holders of degrees in simultaneous interpreting from world-renowned universities
• With at least 5 years of experience in interpreting in your field
• Able to adapt quickly
• Presentable

OUR CUSTOMERS

Discover our clients and past interpreting projects among which you will find BYD, RIZE, the Summit on sustainable development and GSE, Sino-French GBA Summit, LEHERPEUR Paris Round Table, GMECS, Alix partners, BAFTA, Daxue Consulting, Australia-China Sports Summit.

As a multilingual expert, HI-COM respects all these rules and more: we offer professional services of translation, of interpreting and of writing in more than 40 language pairs. We are an international standards agency headquartered in Shanghai. We are specialized in the Chinese market, but we have customers all over the world.

At HI-COM, we use powerful CAT tools such as Trados, the industry standard. Our multinational team is highly qualified, efficient and at your service.

Contact us now to plan your visit to the CIIE!

Networking Strategies and Partnership Opportunities at CIIE Shanghai

The CIIE offers unique opportunities to create business partnerships and expand your network. In order to maximize your presence at the CIIE, it is important to have effective networking strategies and understand the importance of business relationships in China.

China Communication: Targeting Chinese Companies

How to Get the Most Out of the CIIE

To succeed at the CIIE, a Good preparation is essential. Identify in advance the companies and potential partners you want to meet and schedule appointments. Attend B2B meetings, workshops, and conferences to connect with key decision-makers. Be prepared to present your business, products or services, and what you can bring to the Chinese market.

Having a clear pitch and presentation materials in Chinese can make all the difference.

Understanding Guanxi

As seen before, business in China is based on personal relationships, called “Guanxi”. Developing your guanxi means establish bonds of trust and reciprocity with your partners. At the CIIE, take the time to get to know people, show genuine interest in their culture and needs, and find common ground. A friendly and respectful approach can often lead to strong and lasting relationships.

Participate in B2B Meetings and Other Events

The CIIE offers numerous B2B meetings, round table sessions, and forums to facilitate exchanges between companies. These events are perfect for meeting potential partners, exchanging ideas, and discovering new opportunities. Register for these events in advance and prepare questions or discussion topics to get the most out of these meetings.

Adopting Effective Networking Strategies

For successful networking, be proactive. Don’t just hand out business cards; engage in meaningful conversations. Listen well, ask relevant questions, and identify the needs of others. A quality interpreter can be a great asset in these situations. Show how your business can meet these needs. Use platforms like WeChat to continue the conversation after the event, as it is the most widely used communication tool in China.

Keeping Contact for Strong, Meaningful Long-Term Connections

To ensure that your meetings at the CIIE turn into beneficial relationships, stay in touch with your prospects. After each interaction, send a personalized message via WeChat or email to thank them and remind them of the points discussed. Share updates about your business, interesting articles, or industry news. Regular follow-up and genuine interest in their challenges and goals will help build lasting and fruitful relationships.

To master WeChat before the show, find out how here: 30 Marketing Tools on WeChat

HI-COM is a translation and interpreting agency that provides China-specific support to businesses around the world. We provide services of translation technical, legal and certified, but also of interpreting simultaneous and consecutive. With over 10 years of experience and a large network of qualified interpreters, HICOM is your partner for China! 

Contact us for a free quote today!

China’s consumer market is now the second largest in the world, with retail sales amounting to 47.1 trillion yuan in 2023. With the recent global economic slowdown, the Chinese government has been persistent in their efforts to increase domestic consumption across the country, with the July 2024 Politburo meeting specifically emphasising the goal of promoting domestic demand.

To take advantage of China’s dynamic consumer markets in 2024, companies must understand the latest trends in China’s fast paced marketing environment and how to tailor them to their marketing strategies.

Chinese Marketing Trends of 2024

As a global technological powerhouse, China leads the world in adoption of cutting-edge technology. Earlier in the decade, we saw China revolutionize marketing with livestream sales techniques. With the boom in new technologies and a new economic reality setting in across the world, China is once again at the forefront of global marketing trends.

Smarter Marketing with Artificial Intelligence

The Chinese government has led the way in encouraging AI technological development and adoption across all sectors of the Chinese market. This top-down support, along with rapid improvements in AI technology in China, has translated into Chinese businesses leading the world in adoption of AI technologies in their operations, according to a 2024 survey by Coleman Parks.

The top use case for AI in marketing has been in big data analysis. Brands and platforms are now using AI to create content tags for products and personalized recommendations for consumers based on consumer profiles. Major brands such as L’Oréal, Perfect Diary, and Luckin Coffee have all integrated AI consumer profile analysis in their China operations to create personalized recommendations, entertainment, and promotions based on customers’ previous orders.

Many brands and platforms in China have also leveraged AI to free up costs in areas like sales and customer service. With AI chatbots and AI voice recognition, brands and platforms can reduce their reliance on human labor when providing customer service. AI has also proven effective in livestream sales, allowing platforms like JD.com to create around-the-clock livestreams.

DingTalk’s AI-driven search feature

A great example of AI enhancing marketing efficiency is DingTalk’s AI-driven search feature, unveiled at the Make 2024 DingTalk Ecosystem Conference. DingTalk opened its platform to large AI model vendors to build China’s most open AI ecosystem. With the launch of version 7.6, they introduced a new AI search tool that intelligently consolidates fragmented work information into a structured knowledge network. This tool transforms how data is processed, organizing it around key relationships and tasks, and helping users quickly find relevant information. This approach improves productivity by simplifying complex data into more actionable insights, showcasing how AI can streamline and optimize marketing processes.

But more than just efficiency, AI is also used in marketing campaign as an innovative way to connect with an audience.

iFLYTEK’s AI Campaign

In 2024, iFLYTEK’s Qixi Festival campaign showcased how AI is transforming marketing by adding a personal touch to storytelling. Using their Spark AI model, they took old photos of people’s parents and used AI to create a heartfelt poem called “Parents’ Love,” narrating their love stories in a way that felt nostalgic and intimate. While AI helped shape the narrative, the campaign emphasized that true love is something AI can never replace. This highlights how AI is now being used to craft more personal and emotionally engaging marketing experiences.

Immersive Marketing with VR and AR

The market for virtual reality (VR) and augmented reality (AR) in China is expected to reach 8.2 billion USD by the end of 2024. The country is also leading the world in investment into research and development for the technology. While AR and VR marketing has found its most successful use case in real estate marketing, the technology has also seen rapid adoption by consumer brands across China.

China’s major ecommerce platforms Alibaba and JD.com have both launched VR and AR shopping experiences, with Alibaba’s Buy+ and JD.com’s JD VR. These VR and AR enabled shopping experiences allow for full 360-degree views of products, furniture placement via AR, and virtual try-ons. There are also plans for these platforms to enable the purchase of goods using VR equipment on the horizon.

AR and VR is gaining popularity in cosmetic and makeup marketing, with platforms like JD VR and brands such as L’Oréal leveraging the technology to enable customers to virtually test makeup before purchase. In the realm of luxury fashion, brands like Louis Vuitton, Gucci, and Cartier have tapped AR and VR technology to enable virtual try-ons, immersive VR showrooms, and digital flagship stores to engage China’s new generation of tech savvy consumers.

Even schools are innovating with Virtual Reality and Augmented Reality : Shenzhen University

Shenzhen University took a creative approach to their admission letters by introducing the “Shenzhen University VR Box.” Along with the traditional admission letter, students received a DIY VR headset. Using a specially designed app, students could access immersive VR content that included a virtual tour of the university, detailed campus maps, and useful information about the school’s facilities and resources. This blend of AR/VR technology turned the simple act of receiving an admission letter into an interactive experience, showcasing how immersive tech can enhance engagement in marketing.

Granular Consumer Targeting with Personalization

As the Chinese market matures and new technologies enable more granular targeting of consumers, personalized marketing has emerged as a key trend in 2024, especially for reaching China’s newest cohort of consumers, Gen Z.

Personalization is especially important for marketing in the luxury sector in China. For example, Longchamp has begun offering bespoke custom-made bags via WeChat Mini Programs. IPSA, a brand under Shiseido, launched the IPSA Ultimate Me Cream in Shanghai’s Lujiazhui district, creating personalized skincare products based on data from on-site skin analysis.

Even subways in China have tapped into personalization marketing. The Guangzhou Metro launched a successful initiative offering billboard space in their metro stations for personalized ads from metro goers. It has seen young people to rent out metro billboard space for everything from dating ads to birthday posters for their friends.

Rise of Price Consciousness in Young Chinese Consumers

As China’s economic growth stagnates and young Chinese become increasingly uncertain about their future economic prospects, there has been a rise in price consciousness amongst Chinese consumers. Even so, China still retains the highest levels of consumer confidence in the world.

According to Bain and Company, the effects of this rising price consciousness diverges across product categories. Products in health and wellness that have experienced innovation have been able to take advantage of “trading-up”, with home care, packaged foods, and beverages seeing an increase in growth, driven by increased demand for healthier food and beverage options. With increasing competition from domestic brands offering better value for the price, the personal care product category has seen a decrease in growth.

Geographically, tier two cities have also seen significant growth in population, with 8 million new residents over the past four years. This has resulted in an increase in sales volume across product categories in tier two cities despite stagnating growth in the more developed tier one cities.

Chinese Digital Marketing Strategies for 2024

China has the world’s largest population of internet users, with over 1.1 billion people online out of a population of 1.4 billion. Uniquely, China’s internet users by and large access the internet via mobile as opposed via computers. In addition, China’s digital ecosystem is highly localized, as foreign platforms are kept out by China’s great firewall. These unique factors make digital marketing in China for foreign businesses challenging but at the same time extremely rewarding.

Marketing Research

As is the case in any market, crafting the perfect marketing strategy in China begins with thoroughly understanding your product category and target consumer groups.

The Chinese market is diverse, with major differences between regions and consumer groups. It will be important to conduct consumer research via interviews, surveys, focus groups, and consumer observation to get a feel for what different consumer groups in China desire from your product category. Look towards top brands in your product category and conduct competitor analysis when setting benchmarks for both marketing campaigns and product pricing.

With its rapid adoption of new technologies and penchant for setting marketing trends, the Chinese market is notorious for being extremely fast paced. For foreign brands breaking into China, having an experienced on-the-ground localization consultancy team like HI-COM to navigate the country’s marketing dynamics will greatly improve the success rate of marketing campaigns in China.

Localization

Because of China’s unique digital ecosystem and distinct cultural norms, brand localization is essential for any foreign business breaking into the Chinese market. For most businesses, localization will require comprehensive website localization and content localization, which requires not only translation of copy material but also transcreation of things like brand names and slogans to suit the local context.

Brand Awareness

With digital marketing, your brand e-reputation is of utmost importance. Building brand awareness online will require a comprehensive marketing campaign to localize your brand within the Chinese market. This could include working with influencers or KOLs to spread brand awareness, conducting product seeding to KOCs to build brand trust, launching PR campaigns with relevant media outlets to build brand recognition, implementing SEO for Chinese platforms to localize your website, and building a social media presence to engage audiences.

Social Media Marketing

Chinese social media platforms were the earliest to successfully integrate ecommerce functionality, giving rise to the trend of social ecommerce. In China, social media marketing is now word-of-mouth marketing updated to the digital age. As Chinese consumers average 30 hours a week on the web, building positive buzz around your brand online is essential in any Chinese digital marketing campaign. With so many social media platforms in China, it is important to invest time in finding the right social media platform for your brand to build a presence on to maximize ROI for your marketing campaigns.

WeChat Marketing

It is hard to overstate the ubiquity of WeChat in Chinese daily life. There are over one billion WeChat users in China, almost at parity with the country’s number of internet users.

Over the last few years, WeChat has emerged as the world’s first super-app, spearheading the super-app trend within China’s digital ecosystem. For brands, WeChat Official Accounts remains one of the best ways to conduct your brand’s official communication with consumers. WeChat Official Accounts integrates with WeChat’s wider Mini Program ecosystem and WeChat Pay functionality, offering a plethora of marketing strategies and advertising tools for brands to market on WeChat.

Short Video Marketing (Douyin)

Douyin, the Chinese counterpart to Tik Tok, is the second largest social media platform after WeChat. While primarily a short video platform, it also supports livestreaming. Like other social media platforms in China, Douyin has its own native ecommerce platform built in, allowing for social ecommerce marketing. Compared to Tik Tok, Douyin’s ecommerce functionality is much more robust, supporting livestream sales and click-to-buy.

Because of its dominance, especially amongst the younger cohort of Chinese consumers, Douyin has become an important outlet for brands conducting digital marketing campaigns. This can take the form of short video content or marketing campaigns focused on UGC (user generated content).

With the 2021 launch of Douyin Global Shopping, Douyin has also become an increasingly attractive platform for international brands looking to sell cross-border to Chinese consumers.

Recommendation Marketing (Xiaohongshu/RED)

One of the newest entrants to China’s digital marketing space is Xiaohongshu, also known as RED. Xiaohongshu originally emerged as a product review platform for Chinese shoppers with a focus on fashion and beauty, resulting in its core audience consisting of affluent Gen Z women. In recent years, Xiaohongshu has drawn comparisons to Instagram.

While Xiaohongshu, like other Chinese social media platforms, has integrated fully-fledged ecommerce functionality into the platform, it is best known for being a platform where users go to share product recommendations and product reviews. As such, marketing strategies for Xiaohongshu revolve around engaging KOCs (Key Opinion Consumers) to build organic and grassroots buzz around your brand and products.

Video / IP Marketing

While short video marketing for brands is mainly concentrated on short video platforms like Douyin, Xiaohongshu, and Kuaishou, there is still space for traditional video marketing in the Chinese market. Brands can engage in cross industry collaborations and IP marketing by working with popular TV shows, movies, and celebrities.

A great example of how to use IP marketing is Luckin Coffee’s recent tie-in with the game “Black Myth: Wukong.” In August 2024, they launched a special “Black Myth: Wukong Americano” and gave away cool perks like a 3D poster and custom cup sleeves. This move was all about tapping into the game’s hype to draw in new customers, especially guys who are fans of the game. Although they had some tech glitches on launch day that frustrated a few customers, the partnership really showed how joining forces with a popular IP can grab attention and drive sales. It’s a reminder that while IP collaborations can give your brand a big boost, you’ve also got to be ready to handle any hiccups to keep customers happy and make the most of the buzz.

Marketing via Forums

Zhihu is the Chinese counterpart to Quora while Baidu Tieba is considered the Chinese counterpart to Reddit. These forum-based platforms are predominantly frequented by China’s white-collar workers. By establishing brand presence on these platforms, brands and businesses, especially in the B2B space, can demonstrate their expertise and build brand trust in China.

Baidu SEO

With Google blocked in China, Baidu is the search engine of choice for most people in China. It’s important for businesses in China to understand that Baidu SEO is significantly different from Google SEO. To increase your website ranking on Baidu search, businesses must fully localize their website and keep up to date on Baidu SEO trends.

Influencer Marketing

In the Chinese marketing world, influencers are known as KOLs, or Key Opinion Leaders. Last year in 2023, the market size for KOL marketing in China reached 100 billion yuan. As the digital sphere has created silos of content consumption, KOL marketing in China allows for marketers to more effectively reach consumers via a trusted authority figure within target interest niches. For businesses to successfully leverage KOL marketing, they will need to understand the different types of KOLs and how they fit within a brand’s overall digital marketing campaign.

Livestream Sales

The concept of livestream sales was perfected in China before the turn of the decade on platforms such as Taobao and Douyin. The success of livestream selling comes from the model combining immediacy, entertainment, product showcasing, and interactivity. Reaching nearly 5 trillion RMB in 2023, livestream sales has become an indispensable marketing strategy for consumer brands.

Niche Marketing

As the Chinese market becomes increasingly competitive, finding the right market niche for your product has become an important strategy in building a strong consumer base. Marketing on niche platforms with communities that resonate with your product niche and brand values is emerging as a new trend for businesses looking to break into the Chinese market.

Chinese Offline Marketing Strategies for 2024

While digital marketing reigns supreme in sheer scale of reach for the Chinese market, offline marketing remains the best way to build trust in your business and brand on a personal level.

Exhibitions

For B2B businesses, trade shows and exhibitions remain an important avenue to attract clients. The ability to meet clients face to face allows you to build stronger interpersonal connections, or 关系 guanxi, an important aspect of Chinese business culture.

Popups

For brands in the consumer product space, popup events represent an effective way to attract younger consumers via the allure of exclusivity. Oftentimes in China, popup events are held within malls or in collaboration with trendy stores in high-foot traffic areas of major cities. Pop up events allow for brands to build hype around their product while creating an environment for their consumers to form in person connections.

Community Outreach

While building communities online is a major aspect of a brand’s digital marketing strategy, offline community outreach can solidify brand trust. For brands operating in more niche and specialized industries, community outreach can take the form of organizing in-person events with industry experts to build brand trust with an offline community.

If you have any questions or would like further information, please do not hesitate to contact us.

HI-COM is a digital marketing agency that provides businesses around the world with China-specific strategies, social media communications services and e-commerce marketing services.Working with more than 100 brands, HI-COM is the preferred partner for companies wishing to enter the Chinese market!

Contact us for a free consultation today!

Have you ever wondered which social media platforms are the most popular in China? Instagram, X, Facebook? Nope, none of those! Read on to find out about the Social Media Apps you should have on your smartphone if you are coming to China, doing business in China, or are just interested in all things Chinese in 2025.

This article is a selection from the very broad Chinese social media landscape, for a full review see our TOP 35 Apps and Platforms in China.

So here are our top 12 must-have Social Media Apps in China in 2025!

Every second in China, no fewer than 500 articles are published on WeChat, 200 hotel rooms are booked on Qunar, 115,000 questions are asked on Zhihu and 3,500 orders are placed on Ele’me. Most would agree that these are quite astounding figures.

In addition, more than 65% of people open their WeChat app more than 10 times a day, and around 45 billion messages are sent every day. There is plenty more on this list of extraordinary figures, but let’s stop there for the moment.

The significance of social media in China is enormous because not only does it serve to entertain, but it also influences people’s choices regarding food, life, and fashion. It allows users to find out other people’s views on makeup, lifestyles, and holiday hot spots. Social media platforms are therefore a huge time sponge among Chinese citizens.

On which platforms do Chinese people spend their time?

WeChat continues to dominate the social networking sphere in China, with its huge user base of over a billion people and its integration into the basic functions of everyday life. For businesses, it’s simply essential. By the end of 2023, 87.3% of China’s population is using WeChat.

Douyin – the Chinese TikTok, brings together 78.4% of the Chinese population. Including all the functions of TikTok but also many more and much more in-depth, the Chinese spend an average of over 2 hours a day consuming its short videos.

NB: China has limited Douyin usage to 40 minutes a day for children under 14.

Tencent’s QQ instant messaging platform and Baidu’s Tieba search engine are neck-and-neck, with 59.8% and 58.8% of Chinese users on their sites respectively.

With a meteoric rise since its creation in 2021, China’s instagram – Xiaohongshu, gathers almost 51.2% of the Chinese population in just 2 years! (App created in June 2021, statistics dated September 2023).

And finally, Sina Weibo is still relevant, although its audience has diminished, the app retains 46.8% of the Chinese population as active users!

A typical day in a Chinese citizen’s phone!

As soon as they wake up, many people reach for their phones, mainly to check WeChat and Weibo for updates and messages.

In the morning, they often listen to music on QQ Music or Netease, use WeChat or Alipay for their morning shopping, book a taxi using the Didi app and then order a coffee using the Starbucks mini-program.

At work, office conversations take place on QQ and WeChat, while lunch orders will be made on Ele. me.

During meals, it is common for them to watch TV or clips on iQiyi and Youku (China’s YouTube equivalent), and manage their finances on Alipay or WeChatPay.

Evenings are spent scrolling through WeChat Moments, online shopping on Taobao or JD.com, and booking cinema tickets on Maoyan.

The first thing most of us do when we wake up is check our phones. The infographic below shows the top social media platforms engaged with, at what time, and for what purpose.

FUN FACT:

Due to previous scandals related to production and fake imports (with sometimes fatal consequences), consumers no longer fully trust official advertisements in China. They prefer to follow the recommendations and opinions of other consumers.

Therefore, providing advice and recommendations online to other people has become a well-paid service. Thanks to this new type of service, influencer marketing (also known as KOL marketing) has emerged in a big way. China is therefore currently one of the most popular and profitable countries for brands that use this type of marketing to make themselves known and sell products.

TOP 12 must-have Chinese Social Media Applications for 2025

With a population of more than 1.4 billion people, China remains one of the most « connected » in the world. With 79% of its population being active users of social media platforms (compared to 71% last year), spending an average of 5 to 6 hours per day on the internet. 89% of residents watch videos, 71% stream videos, 53% play online video games, and 74% shop using their mobile phones.

In this context, it is not surprising to note that the Chinese application ecosystem is very segmented and that each platform or application has its well-defined position in the digital sphere.

E-commerce plays an important role in the country’s economy and takes up a large part of the digital ecosystem. However, current trends show that video is now the second largest segment based on the number of regularly used video apps and platforms.

Let’s see our selection!

The Most Used Messaging Platforms in China

#1 WeChat – An all-in-one app: The number one application in China!

Q: What type of app is WeChat? 

A: WeChat is an all-in-one app for messaging, social networking, online banking, and utility payments, with every feature imaginable.

Q: How many users does WeChat have?

A: In 2024, WeChat has more than 1.36 billion registered users.

Q: Who are the main users of WeChat?

A: The main users are Chinese people aged between 16 and 64 years old (78% of all users).

It is no exaggeration to say that WeChat simply makes life easier in China. It is an absolute must if you live there. It’s interesting to note that 98.5% of smartphone users aged 50-80 use WeChat and that 61% of users over 60 spend more than half of their total mobile data consumption on it.

These figures are significantly lower than those of the younger population, who only spend around 14% of their mobile data on the platform. Moreover, the users who obtain information via official WeChat accounts are mainly over 30 years old.

In general, WeChat’s gender distribution is around 48% women and 52% men. They spend around 1 hour 20 minute on the platform everyday!

MAIN FUNCTIONS OF WECHAT

WeChat is used to send voice messages, videos, images, and texts over the Internet. It supports group chats and users mainly use it to communicate with their friends through text messaging, images, GIFs, and video calls.

WeChat is completely free. All you need is an internet connection to use it.

WeChat supports mini-programs that are directly integrated into its interface and designed separately by brands and companies. Like other apps, they aim to sell, engage and entertain.

WeChat’s integrated apps include pretty much everything you can think of; brands, utility payments, mobile top-up services, online ordering, and much more.

ADDING FRIENDS ON WECHAT AND PRIVACY FUNCTION

The most common ways to add friends on WeChat are searching by phone number, scanning someone’s WeChat QR code, adding from your QQ friends list or mobile phone contact list, typing in their WeChat ID (if they have one).

One other nice little function allows you to « find people nearby » by simply shaking your phone!

The most common messaging functions are instant voice messages, video chats, and WeChat calls.

YOUR OWN PHOTO/VIDEO TIMELINE OR YOUR OWN « MOMENTS »

With a little inspiration from Instagram, WeChat offers its users the possibility of creating a « wall », a space where you share your life’s « Moments » in the form of photos, videos, messages, and music.

However, only friends with the necessary permissions set by you can see your wall. So it’s up to you to configure your WeChat in the way in which you are most comfortable!

BUSINESS FUNCTIONS

WeChat is widely used for business promotion because it allows you to create business accounts and promote them.

Many accounts have a specific purpose: offers, listings, blogs, etc., while other accounts display general information about the business.

WeChat mini-apps allow you to use partner services, such as calling a taxi, making a hospital appointment, or paying bills.

WECHAT PAY

WeChat’s success in China owes a lot to its easy payment system. Simply scan a WeChat QR code to pay for items through your WeChatPay wallet, which is linked directly to the bank cards you register onto the platform.

This is a real boon for businesses because it makes it very easy for users to make purchases on all platforms available in China!

WECHAT STATISTICS 2024

For more information, take a look at our guide: 30 marketing tools on WeChat!

#2 QQ – The Chinese version of Messenger

Q: What type of application is QQ?

A: QQ is one of the most popular messaging apps in China.

Q: VSHow many users does the QQ app have?

A: QQ has around 817 million active users.

Despite the rise of WeChat, its predecessor, QQ Messenger, has kept more than 817 million monthly active users. It’s more often used on desktop computers because it’s integrated with email and file management and has some nostalgia for those who used online messaging before WeChat came along.

Creator of WeChat, QQ Zone, QQ Messenger, and dozens of secondary brand products, Tencent is an early innovator of technological development in China.

Today, Tengxun.com is a popular search engine (related to WeChat) and QQ Mail is one of the most used email services for individuals and businesses.

The apps QQ Music and V.QQ are the two entertainment platforms. QQ Zone is one of the main platforms of Tencent Group where users can communicate on a global ecosystem.

But QQ Messenger serves as an instant messaging and social media platform, it allows messaging, voice and video calls, microblogging and even more features for social interaction! Unexpectdly, the app is accessible worldwide but 96% of its users are localized in China. These users are about 52% men and 48% women.

QQ STATISTICS 2025

The top 3 social media apps in China

#3 Douyin – Chinese TikTok

Q: What type of social network is Douyin?

A: Douyin is first and foremost a short video-sharing platform.

Q: How many users does the Douyin app have?

A: Douyin has over 755 millions monthly active users.

Q: Who are the main users of Douyin?

A: 48.7% of Douyin daily users are under 30 years old in China.

Known internationally as TikTok, Douyin is the king of short videos. Its 755 million users come from third-, fourth- and fifth-tier cities and spend more than 2 hours per day on the platform! Other than short videos content, 90% of the users watch livestreaming.

Today, Douyin has also become one of the most popular e-commerce platforms on social media, attracting millions of influencers and customers. The shopping experience may remind you of those infomercials that were so popular in the 90s. With a fresh approach and a hint of glamour, this new business model is boosting sales for many small brands looking to reach China’s middle class.

Advertising on Douyin is also a great way to make a brand popular in China. Douyin, which offers very competitive prices, wants to attract more international brands to the platform in China.

DOUYIN STATISTICS 2024

Want to learn more about advertising on Douyin? Check out our article on this subject: Marketing on Douyin 2023: How to sell on Douyin

#4 Xiaohongshu or RED, the Chinese Instagram

Q: What type of application is Xiaohongshu?

A: Xiaohongshu is a social media platform, as well as an e-commerce and product review platform.

Q: How many users does the Xiaohongshu app have?

A: Xiaohongshu has over 163 million monthly active users.

Xiaohongshu, also known as Little Red Book or RED, is a Chinese platform combining social networks and e-commerce, comparable to Instagram. Created in 2013, it mainly targets young people, especially women from large cities, with 80% of users under 30 years old. RED stands out for its user-generated content, strong presence of influencers (KOLs), and e-commerce integration, allowing users to discover and purchase foreign products. With a community of 163 million monthly active users and over 140,000 brands, Xiaohongshu offers a unique platform for foreign brands looking to enter the Chinese market.

Its user base, mostly female (89% women, 62% Gen Z) is active and influential, focusing on fashion, cosmetics, and lifestyle products. These « digital natives with» high incomes and significant consumption enhance branding. RED stands out thanks to its unique features and e-commerce integration, providing an engaging platform for influencer marketing and product promotion. 56% of its users claimed they use the platform many times a day !

XIAOHONGSHU/LITTLE RED BOOK STATISTICS 2024

Check out our latest article which details everything you need to know about Xiaohongshu!

#5 Weibo – Chinese Twitter/X?

Q: What type of app is Weibo?

A: Weibo is a short-form blogging platform.

Q: How many users does the Weibo app have?

A: Weibo has over 588 million active users.

The wide variety of functions available has allowed Weibo to evolve into a versatile platform that has no equivalent in Western social media. Just think of any function that can be found on any social media platform, and Weibo has it. Among its hundreds of millions of users, the post-1990 generation represents 48% and the post-2000 generation 30%. With a gender distribution almost 50/50, they spend an average of 50 minutes on the platform, every day.

Weibo, short for MicroBlog, is a platform for sharing short messages in real-time. Considered China’s X (formerly Twitter), Weibo is a complex platform that offers different types of native advertising, semi-targeted ads, and even a live streaming option.

MAIN FUNCTIONS OF WEIBO

• Short/Long messages posts:

Originally posts were limited to 140 characters per message, but Weibo has increased its character limit and encourages longer messages. The idea is to post thoughts or updates to people who follow you online (like on Facebook or Twitter).

• Follow account/topics:

Weibo is a communication tool. It allows you to follow people or organizations that interest you to see their new content, and shared information…, such as any social media platform. Other people can also follow you.

• Live discussion:

To increase attention online, users can discuss current topics and interact with other people.

• Mention and Hashtags:

Like on Instagram, the @ symbol is used to mention someone. Hashtags are also commonly used to search for topics (Weibo introduced this feature years before the feature was added « follow the hashtag » from Instagram).

• Public Comment and Private Message:

You can comment on and forward other people’s posts. For more privacy, you can chat via private messages.

• Weibo also has a lot of gamification features like acquiring medals and adding apps (Weibo Square is where you can check them out).
• Livestreaming
• Video vlogs

WEIBO STATISTICS 2024

The best Chinese video platforms

#6 Kuaishou – Authentic and Unfiltered

Q: What Type Of Media Is Kuaishou?

A: Kuaishou Is A Short Videos Sharing/ Livestreaming Platform.

Q: How Many Monthly Active Users Does Kuaishou Have?

A: Kuaishou Has Over 504 Million Monthly Active Users.

Living up to its name, which means “Fast Hands,” Kuaishou quickly gained recognition as a leading Chinese social media app. It stands out for its focus on short-form videos, prioritizing authentic, unfiltered content like live streams and vlogs.

A popular livestreaming app with 504 million monthly active users, of whom about 70% are under 35. Kuaishou differentiates itself from Douyin by creating extended interactions between users and content generators. The app reunites 347 million users everyday that spends more than 2 hours watching content! We see that men are slightly more present than women with 55% against 45%.

KUAISHOU STATISTICS 2024

#7 Bilibili – Culture and Community

Q: What Type Of Media Is Bilibili?

A: Bilibili Is A Video-Sharing/Livestreaming Platform.

Q: How Many Monthly Active Users Does Bilibili Have?

A: Bilibili Has Over 336 Million Monthly Active Users.

Bilibili (Chinese name: 哔哩哔哩) started as a home for fans of anime and has become a cultural community and platform that some are now calling ‘China’s YouTube’. Primarily a video-hosting site, it also features livestreams that are particularly popular among gamers and is branching out into producing TV.

This application and its features pleases mostly the 19 to 24 years ols as they represent 61% of the overall users. Men and women are equally present on the platform and spend an average of 1 hour 30 minutes on it.

BILIBILI STATISTICS 2024

#8 Youku – Somewhere between YouTube and Netflix

Q: What type of app is Youku?

A: Youku is a video service application.

Q: How many users does the Youku application have?

A: Youku has over 251 million monthly active users.

Q: Who are the main users on Youku?

A: According to statistics, 82% of Youku users are between 18 and 40 years old.

The original « Chinese YouTube », Youku occupies a unique place among the main and essential social networks in China. More than two-thirds of its 580 million registered users come from affluent and university-educated backgrounds.

The audience is 60% female and 40% male, with most users aged between 25 and 34 (33%), followed by those aged 35-44 (21%). Younger users under 24 make up 18% of the audience, while older age groups are less represented.

MAIN FEATURES OF YOUKU

Youku is therefore a video platform managed by the Youku group of the giant Alibaba. Currently, Youku is one of the leading video platforms covering a daily viewing volume of over 1.18 billion minutes per day, figures that will make your head spin.

The platform offers a vast content library, including movies, series, and exclusive content. It supports livestreaming and provides AI-driven recommendations to enhance the user experience. Users can also download content for offline viewing. Videos can be viewed directly on your computer or TV, but are mostly watched directly on users’ mobile phones.

Youku operates on a business model that includes advertising, premium memberships, pay-per-view options, and e-commerce features. While free access is available, it comes with ads and excludes access to exclusive content and high-definition (HD) viewing.

The top e-commerce apps in China – with social media features

#9 Taobao – AliExpress in China

Q: What type of application is TaoBao?

A: TaoBao is an e-commerce platform and online marketplace.

Q: How many users does the TaoBao app have?

A: TaoBao has over 877 million active users.

Launched in 2003 by Alibaba Group, Taobao has long been a household name for e-commerce in China. With an annual turnover exceeding several hundred billion dollars, it can be compared to giants like eBay or Amazon.

The platform is popular among a wide range of consumers, especially young people, thanks to its wide range of products and easy-to-use interface. TaoBao stands out for its live streaming, customizable stores and interactive features, attracting a large user base, including many young consumers.

It plays a crucial role in China’s digital retail landscape, offering a complete and varied online shopping experience.

TAOBAO STATISTICS 2024

Description of the graph:

The e-commerce platform is equally popular among women and men (51% and 49%), and the age distribution isn’t that different from one category to another. 16% are less than 24 years old, 26% are between 25 and 34 years old, 19% are between 35 and 44, 17% between 45 and 54, and 12% are older than 55 years old.

The platform doesn’t support cross-border e-commerce, in China it host Domestic Entreprise Stores and Personal Stores. As business models Taobao offers general e-commerce, B2B and B2BC. Loyal to the chinese social media ecosystem, the platform support Livestreaming and it is actually a great part of its customer shopping experience.

In 2024, the Top Product Categories were : “Clothing, shoes and bags”, “Digital Products”, “Jewellery”, “Beauty & Skincare” and “Maternal and Infant products”.

#10 Pinduoduo – Taobao but even cheaper

Q: What type of application is pinduoduo?

A: Pingduoduo is a group purchasing platform

Q: How many users does the Pingduoduo application have?

A: Pingduoduo has over 751 million monthly users.

Q: How is Pingduoduo different from other apps?

A: ¨Users can purchase discounted products by forming buying groups with friends, family, and strangers…

As of 2023, e-commerce giant Pinduoduo had more active users than JD.com, people from all generations are equally loving the platform %. 60% of its users are from third and fourth-tier cities.

Created in September 2015 by Shanghai XunMeng Technology, before going public in the United States in 2016, Pingduoduo became the second most downloaded-application in China last year. Pingduoduo is a third-party social e-commerce platform that focuses on the C2B conglomerate.

In 2023, Pinduoduo, a Chinese e-commerce giant, continues to make waves in the market. With an impressive growth of 66.6% in sales over three years and a 142.6% increase in earnings per share, the company attracted strong institutional demand. These remarkable performances not only strengthened its position in the market but also led to a significant rise in its share price. Pinduoduo stands out thanks to its ability to innovate and respond to changing consumer needs, giving it a strong position in China’s competitive e-commerce industry.

PINDUODUO STATISTICS 2024

Description of the graph:

In the same industry as Taobao, Pinduoduo’s gender split is almost even (55% women, 45% men) and its age distribution is relatively even, with a peak of 24% of its users in the 25-34 age category. The rest are 14% under 24, 19% 35-44, 18% 45-54 and 14% 55 and over.

Pinduoduo, like its competitor, supports Livestreaming, as well as domestic business and individual stores. But the platform also supports Flagship Stores and cross-border e-commerce! Business models include B2C, ODM (Original Design Manufacturer) and group buying.

In 2024, its best-known product categories were “Electronics & Digital”, “Beauty & Skincare”, “Mother & Child Products”, “Food & Health” and “Outdoor Sports Equipment”.

The Top 2 Rating and Recommendation Apps in China

#11 Dianping – The Chinese version of Tripadvisor

Q: What type of app is Dianping?

A: Dianping is a platform for reviews, restaurants, and online experiences.

Q: How many users does the Dianping app have?

A: Dianping has more than 149 million monthly active users.

Recently acquired by the Meituan group, Dianping is a bit like Tripadvisor or Yelp, but much more advanced. Users can find and review restaurants, hotels, gyms, movies, and many other services. They can book directly and benefit from discounts and advantages via the application.

The social dimension is at the forefront, with several feeds that display the best recommendations from nearby users. Most of the 500 million users are between 16 and 40 years old and are mainly students and city dwellers. Dianping was hit hard during the COVID-2019 pandemic but was able to recover once the Chinese economy recovered.

Launched in 2003 and supported by Google and Tencent. Dazhong Dianping is the leading information and review platform in China. This app also provides e-commerce services such as group buys, restaurant reservations, takeaway delivery, and loyalty cards.

#12 Meituan – Yellow bikes? Meituan!

Q: What type of app is Meituan?

A: Meituan is a review and delivery platform and is known for its bike rental service.

Q: How many people use Meituan?

A: Meituan has 160 million monthly active users (MAU).

Meituan is an application very similar to Dianping. It is also operated by the same company: Meituan-Dianping, since its merger in 2015, shares its users’ data mutually.

The main differences between the 2 applications are a food delivery service integrated into the application and a bicycle sharing/rental service. Meituan bikes can be found everywhere in Shanghai and major Chinese cities. Its 500 million users are generally young with above-average income, particularly those aged 25-34, who make up 37.5% of its users.

With a user base that’s 69% male and 31% female. Meituan offers a wide range of services beyond food delivery, including grocery deliveries, product deliveries, cab booking, and access to various coupons and offers. It provides extensive national coverage and supports multiple payment methods, such as WeChat Pay, Alipay, and local bank cards.

The platform also includes advanced features like real-time tracking, AI-driven recommendations, and 24/7 customer support. Users can engage through reviews, comments, and a grading system, with options for social media integration. Premium memberships are available for those seeking enhanced services.

Which Social Media Apps in China should you use for your business in 2024?

The choice of Chinese applications where you decide to invest will depend on the type of business you run.

Generally speaking, most Chinese people are looking for advice (RED, Weibo), reading entertaining and educational content (WeChat), and watching videos (Youku, Douyin). Younger generations spend their time on Taobao looking for new or interesting products, while the older generation is looking for bargains on Pinduoduo.

TOP 35 Platforms and Apps in China for 2024

Most platforms offer purchasing options and almost all of them are interactive and very comprehensive, offering maximum functionality to their users. The Chinese social media landscape is truly immense and it is therefore quite easy to get lost.

So where do you start? Here are a few tips for you:

Don’t create an account on a social media platform just for the sake of having one

Brands often open accounts on several Chinese social media platforms in the hope that Chinese social media will actively search for them, but this is not the case. If your account does not provide any added value to the subscriber’s life (membership, games, discounts, access, etc.), you will have difficulty increasing the number of your subscribers.

Don’t open an account if you don’t intend to bring value to customers

The most successful accounts on WeChat and other platforms are those that are interactive and not those that just provide text to read.

Like Facebook and LinkedIn, most Chinese social media apps intentionally reduce visibility so brands spend more money on advertising. Indeed, applications such as WeChat are said to be « ‘closed off’ », because only close friends and contacts can see updates.

However, there are « creative » ways to make yourself known on so-called « open » platforms like Weibo or Douyin, where creating viral content is still relatively easy.

Otherwise, targeted advertising on WeChat remains one of the best options to start with.

Advertising on WeChat: Ad Types, CPM Price, PPC Price

Whether or not your brand has a large number of followers on Weibo or Douyin, it is still important to link your e-commerce links to social media platforms. Thus you need to identify the best Chinese social media platforms to support your e-commerce solution!

If you have any questions or would like more information, do not hesitate to contact us.

HI-COM is a digital marketing agency that provides businesses around the world with China-specific strategies, social media communications services, and e-commerce marketing services. Working with more than 100 brands, HI-COM is the preferred partner for companies wishing to enter the Chinese market! 

Contact us for a free consultation today!

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In the past three decades, Chinese consumer behavior have changed dramatically as incomes have risen and new products and concepts have entered the China market.  Consumer behavior continue to evolve today.

Planet Retail has found that the older generation generally maintains “traditional” spending habits, middle-aged Chinese move between tradition and new trends, and the younger generation is becoming more Westernized and quality conscious.

In order to determine who exactly shall you target, you would need to have a clear picture of each of the consumer layer excising in China.

The basics of Chinese Target Audiences and Chinese consumer behavior:

Before you start deciding where to invest your money and time, we suggest you take a deeper look at the audiences that you would want to attract and match those with the marketplaces. These would include General TA attributes and a deeper consumer shopping behaviors.

In general Target Audience Attributes include:

Geographical and demographical criteria: such as gender, age, province or city, occupation.

Phyco-emotional criteria: such as pain points, aims, wishes, problems and hesitations. What does your targeted consumer feel when it comes to your product or service? How does your product resolve the pain point of the audience? Does your audience look for the solution of their problem?

General Behavioral criteria: such as the factors of decision making, general behavior and purchasing habits. Would the person compare every product on the market or buy the one that speaks to him in the moment? Does he or she enjoy online shopping?

Knowledge of these criteria would allow you to target the best audience suited for your offer.

Chinese consumers’ behavior attributes

Generally, Chinese consumers develop shopping behaviour in their youth and keep these habits through adulthood. According to the China Business Review Magazine, the current Chinese consumer population can be separated into 9 groups.

Frugal retired

Born before 1960, most of these Chinese consumers grew up in tough political and economic times, did not receive systematic education, and worked at state-owned enterprises. The difficult environment during their early lives made these individuals frugal and sensitive toward changes in consumer goods prices.

Wealthy retired

This group experienced difficulties similar to the frugal retired consumers, but wealthy retired individuals primarily worked in government and government-funded enterprises that provided higher wages and better retirement benefits. Though many of these consumers are frugal, they are less price-sensitive and often value quality more than cost.

Frugal forties

These consumers, who grew up during the Cultural Revolution (1966-76) and early stage of the reform era, swing between tradition and new trends.

They work in various companies—state-owned, private, and foreign-invested—and earn modest incomes. These consumers generally save a large proportion of their earnings to take care of their children and parents. 

Wealthy forties

These consumers share the same background as the frugal forties, but they work for the government or large state-owned enterprises and have slightly higher incomes. Though they must also raise children and look after their parents, they are willing to pay premiums for quality products. In the next decade, consumers in their forties will have fewer childcare responsibilities and expenses. These consumers will thus increase spending on entertainment, groceries, travel, and high-quality and healthcare products.

Thirties

Many consumers in this group are well-educated and grew up in a more open environment than their parents. Compared with older generations, Chinese in their thirties save less, spend more on entertainment, and often shop online. They also pursue value and quality rather than low prices. These individuals will become the most important consumers in the next decade, buying for their parents, children, and themselves.

Twenties

Consumers in the first generation of the one-child policy have opposite shopping habits from their parents. These consumers barely save and spend most of their income on entertainment, advanced electronics, and other trendy products. They often shop online and look for products that help distinguish their personalities.

They can also be impulse buyers. As consumers in their twenties age and start new families, their shopping habits may become slightly more conservative, though they will still favor high-quality and convenient products and spend more on groceries than previous generations.

New generation

The new generation of consumers (under the age of 20) is the most Westernized and open to new products. These consumers pursue individualism and often use the Internet to follow global trends. Though most in this group do not yet earn an income, they significantly influence their parents’ decisions on food, clothing, electronics, and other purchases. Social media is an effective marketing tool to reach this group of consumers (see the CBR, January-March 2011, Social Media in China: The Same, but Different).

Migrant workers

Migrant workers generally aged from 25 to 45 years old, are rural residents who moved to the cities for jobs starting in the 1990s.

They can be even more frugal than elderly consumers, buying only the necessities and saving money to send to their families in rural areas. Many migrant workers are expected to see a big increase in incomes and move their families to the cities in the future.

They will significantly increase spending on groceries once they receive city household registration, or hukou status and fully integrate into city life. Migrant workers’ consumption levels are unlikely to match that of their urban peers, however.

The rich

There are more than 1 million Chinese with assets over $1.5 million, and the number is increasing rapidly. Rich consumers, of any age, are fairly concentrated in large urban areas, with Beijing, Guangdong, and Shanghai housing about half of this group. These individuals are successful entrepreneurs, top managers, and business owners. They pursue the best products available, particularly imports, and are the perfect candidates for marketing new products. Premium supermarkets have already emerged in China to provide high-quality products to wealthy consumers.

This classification is not the only one available, but it does illustrate some of the most important factors in decision making of the consumers in China.

Driving Consumption habits in China

Foreign companies must understand certain factors to successfully sell to Chinese consumers.

1.Some consumer habits can change

Coffee provides the best example of changing Chinese consumer habits.

Affected by the COVID-19 pandemic and turmoil in capital markets, the freshly brewed coffee chain market in China has, over the past 15 months, experienced rapid expansion, a slow down, and a rapid pick up.

According to Deloitte’s recent report, 1st- and 2nd-tier cities have a coffee penetration rate of 67% which is equivalent to their tea penetration rate.

Of habitual coffee drinkers, more than 50% are constantly increasing their coffee consumption, thereby developing a coffee drinking habit.

Driven by 1st-tier cities, coffee marketing education will extend to other cities, and coffee will change from a “trendy drink” to a “daily drink”.

The reasons why Chinese consumers’ consume freshly brewed coffee have changed from drinking coffee to socialize to functional demand, wherein drinkers become dependent on coffee physically or psychologically. Consumers in 1st-tier cities drink coffee to refresh themselves as they face greater stress at work, making physiological needs the major reason for coffee consumption.

2.Small discounts are better than none

Many Chinese consumers, wish to save as much as possible.

Brands limit the amount of discounted products consumers may buy at a time to encourage shoppers to visit the stores more frequently.

These types of promotions have proven effective as many Chinese consumers are willing to invest time to save on a particular item.

3.“Face” matters

Chinese people greatly value “face”—a quality associated with dignity, honor, and pride—and will pay more to “save face”.

For example, when purchasing gifts for important friends and family during Chinese New Year, consumers generally buy gifts that are of the appropriate value for the receiver and pay particular attention to product packaging.

Consumers that cannot afford a higher-quality gift will buy the product with the nicest packaging within their price range. In addition, consumers will pay more for gifts with fancier packaging, even if the product is of equal quality to a less expensive item.

4.Chinese consumers generally favor foreign brands

Product safety incidents have scared Chinese consumers away from certain domestic products. Consumers will often pay a premium for foreign brands to ensure quality, particularly for important items such as infant formula.

To increase their products’ appeal, many Chinese companies register an office in the United States or Europe and brand their products as “foreign.” This has made it increasingly difficult for consumers to discern domestic from foreign brands, and they thus turn to famous and leading brands instead.

Foreign companies should devote resources to ensure Chinese consumers know their products’ true origin.

5.Pricing is a sensitive issue

Pricing a foreign brand in China can be tricky.

On one hand, Chinese shoppers believe the higher the price, the better the quality or the higher the status. If a foreign brand is priced lower than a local one, shoppers may suspect that it has defects.

On the other hand, the premium Chinese consumers are willing to pay varies by product category and by consumer groups.

For example, Planet Retail finds that young shoppers are willing to pay double for foreign-branded infant formula or five to seven times more for foreign bottled mineral water. But older consumers are not.

As the pandemic restrictions become more of a distant memory, Chinese tourists are beginning to travel abroad again. This trend is marked by significant changes in travel habits and behaviors. This article will explore the latest marketing trends and strategies for targeting Chinese tourists in 2024.

Chinese tourists traveling abroad in 2024: profile and behavior

The typical profile of the contemporary Chinese tourist reflects a younger generation, mainly made up of millennials and generation Z, with high purchasing power and a preference for authentic and personalized travel experiences. They are digital natives, finding inspiration for their trips through social media platforms such as WeChat, Xiaohongshu (RED or ‘Little Red Book’), and Douyin (the Chinese version of TikTok). Thus, they use online platforms called OTA (Online Travel Agencies) such as Trip.com, Fliggy, Qunar, and Mafengwo for bookings. Then, they share their travel experiences on these platforms, inspiring others to head off on their own adventures. These platforms also offer user-generated content, travel tips and recommendations, playing a crucial role in deciding where to go and how to plan their trips.

Chinese tourists are showing increasing interest in less traditional destinations, seeking unique experiences that allow them to immerse themselves in local culture. According to Dragon Trail in 2022, tasting the local food and experiencing the way locals live are what attract them the most to these destinations.

It is important to think digital to address Chinese tourists and thus implement personalized strategies, through using popular social media and OTA platforms in China.

Marketing trends and strategies to target and attract Chinese tourists in 2024

To target and attract Chinese tourists before they choose their destinations, you must understand their behavior and how they navigate the digital landscape. It is of course essential to make yourself known in the Chinese ecosystem by being present on social media platforms and local search engines. You will also need to look into local marketing practices such as using Key Opinion Leaders / Chinese influencers.

USING WEIBO, WECHAT, RED, AND DOUYIN TO ENGAGE CHINESE TOURISTS

Setting up an integrated communications strategy across platforms such as Weibo, WeChat, RED, and Douyin is essential for maximizing your visibility and engaging your target audience. Each platform has its own special features and characteristics.

• Weibo for public announcements and interactions. Weibo’s strength lies in its ability to quickly disseminate information and influence travel trends. On this platform, brands can interact directly with users, share engaging content and partner with KOLs to reach millions of potential consumers. Engagement on Weibo can significantly increase the visibility of a tourism destination or service among Chinese travelers.
• WeChat for direct communications and customer service. By now you must already know a few things about WeChat. It’s an all-in-one platform that allows brands to manage advertising campaigns, communicate directly with consumers and process transactions through WeChat Pay. Optimizing your WeChat presence with personalized and interactive content can help you connect more effectively with Chinese travelers.
• RED for lifestyle recommendations: Known in China as Xiaohongshu, RED is a premier platform for engaging Chinese tourists through its unique combination of social networking and e-commerce. RED has established itself as a key resource for Chinese travelers looking for detailed travel recommendations, business and hotel reviews, and even information on visa procedures. Brands share itineraries and advice, which can directly influence the travel decisions of Chinese users looking for authentic experiences and reliable recommendations.
• Douyin For engagement and authenticity: platform stuffed with short videos on which KOCs (Key Opinion Consumers) share their personal travel experiences. This approach offers Chinese users content perceived as more authentic. For travel and tourism companies, partnering with these influencers can be effective in promoting their services in a more credible manner, thanks to an increased perception of authenticity.

HAVING A CHINESE VERSION OF YOUR WEBSITE AND AN SEO & SEM STRATEGY ON BAIDU

To attract Chinese tourists, having a Chinese version of your website is essential. This involves not only translating the key content of your existing site, but also culturally adapting it to capture the hearts of Chinese audiences.

Regarding SEO on Baidu, optimizing your site for the most used search engine in China is crucial for improving its online visibility. As for SEM (Search Engine Marketing), this involves using paid advertisements to effectively target Chinese tourists who are actively searching for travel information. A well-executed SEM strategy on Baidu can help you capture the attention of these potential travelers quickly and effectively.

USING KEY OPINION LEADERS TO CONVINCE CHINESE TOURISTS

Key Opinion Leaders (KOL) in China are influential figures whose opinions are trusted by millions of Internet users. Collaborating with these influencers can have a significant impact on consumer behavior, particularly in the tourism sector. KOLs share engaging content about destinations, hotels, and travel experiences, which can positively influence their followers’ travel perceptions and decisions. They are often considered more credible and trustworthy compared to traditional advertising. To get the most out using KOLs, brands must carefully choose KOLs that match their image and their target audience.

Investing in Chinese OTA (Online Travel Agencies) platforms

Flight reservations and accommodation are a crucial aspects for attracting Chinese tourists. Since most foreign OTAs are not accessible to Chinese tourists, it is important to understand the OTA ecosystem in China. Here are the main Chinese platforms for travel and booking hotels:

TRIP.COM GROUP (携程旅行网)

Previously known as C-Trip, Trip.com Group is now not only China’s largest online travel agency (OTA), but also one of the largest in the world, after its acquisition of Singapore-based Trip.com, in 2017. As a more internationally oriented platform, with an older and wealthier audience compared to its competitors, Trip.com provides more overseas content and features, such as currency exchange and foreign travel guides.

FLIGGY (FEIZHU 飞猪)

Fliggy, owned by Alibaba, and formerly known as Alitrip was born from Taobao’s travel booking service in 2014. As Trip.com’s main competitor in China, its target demographic is millennial travelers. It is well integrated into Alibaba’s ecosystem, accepting Huabei payments and connected to Alibaba’s Sesame credit system.

QUNAR (去哪)

Among the three main OTA competitors in China, Qunar is the most oriented towards domestic travel. It offers fewer international travel services than Fliggy and Trip.com. It is popular for its ability to display price comparisons between different destinations.

MAFENGWO (马蜂窝)

Before the rise of RED, Mafengwo was China’s leading social media platform for user-generated tourism content. Unlike RED however, Mafengwo also deals with flight and hotel bookings. Therefore, although it is no longer the leading social media platform for tourism, Mafengwo remains an important OTA for Chinese tourists.

TUNIU

Tuniu stands out in the OTA market not only for its strategic position but also for its dynamic community which actively shapes the travel decisions of Chinese people.

QYER

Established in Germany and now based in Beijing, Qyer has evolved from an experience-sharing network in Europe for Chinese expatriates to a complete solution for international travel, meeting the expectations of practicality and efficiency of contemporary Chinese travelers.

Understanding and integrating Chinese tourist payment methods

When traveling abroad, Chinese tourists show a strong preference for digital payments, including through apps such as Alipay, WeChat Pay, and UnionPay, reflecting the rare use of credit cards and the dominance of mobile payments in China. Companies targeting Chinese tourists are therefore encouraged to integrate these payment methods to facilitate transactions and meet the expectations of Chinese consumers.

If you have any questions or would like further information, please do not hesitate to contact us.

HI-COM is a digital marketing agency that provides businesses around the world with China-specific strategies, social media communications services and e-commerce marketing services.Working with more than 100 brands, HI-COM is the preferred partner for companies wishing to enter the Chinese market!

Contact us for a free consultation today!

We had the privilege of providing simultaneous interpreting services at a crucial event organized by ENSOMENA in Shanghai. The event consisted of two distinct parts, a Gala Dinner and Workshops. Our team ensured seamless interpretation between English and Chinese during the Invest Saudi presentation, with 70 headsets provided, guaranteeing optimal comprehension and enriching participation for all participants.

The international event, which took place on June 26, 2024 in Shanghai, focused on investment opportunities in Saudi Arabia.

#1 Gala Dinner: Exploring Saudi Arabia

The gala dinner included a video exploring Saudi Arabia’s Vision 2023, highlighting the country’s positioning as a global logistics hub, foreign investment experiences and initiatives to stimulate regional economic development.

#2 Activities: Introduction to Invest Saudi

The day began with a series of presentations detailing investment opportunities in Saudi Arabia. Experts discussed the Invest Saudi program, past Saudi investment successes, government initiatives to facilitate investment, particularly in Special Economic Zones (SEZs), and the role of strategic premium residences in attracting investors. These discussions set the scene for two panels moderated by Abdullmalik Alzuhairi, exploring respectively the efforts of government entities to stimulate investment and the future prospects of the private sector in logistics and transportation in Saudi Arabia.

During this event, our interpreters worked as a team to maintain optimum performance and accuracy. They used specialized ASR booths and state-of-the-art headsets to ensure real-time translation. Participants were able to listen to the interpreting via headphones, alternating between English and Chinese depending on the speaker. This configuration ensured a smooth, uninterrupted flow of information.

Based on the type of event, it is possible that simultaneous interpreting isn’t the right fit for you. Learn about consecutive interpreting and the difference between both to make the righ choice!

At HI-COM, we provide expert conference and simultaneous interpreting services for business meetings and events in any industry. We also offer a full suite of technical equipment, so you can focus on managing your event or conference.

Ensure your next event’s success with our professional interpreting services. Contact HI-COM today to discuss how we can help you bridge language barriers and create an inclusive experience for all your attendees.

Get in touch with us now!

Introduction Advertising Law in China

China’s Advertising Law was initially passed in 1994 and was revised in September 2015. Read the revised version here is twice as long as the 1994 original. It was implemented to increase consumer protection and impose stricter rules on advertisers.

Three examples of brands sanctioned in China for violating advertising legislation

Procter & Gamble

In 2015, Shanghai fined P&G 6 million RMB for misleading advertisements for Crest toothpaste. This record fine, according to Xinhua, was applied due to the company making exaggerations and producing touched up images on the whitening effect of its products. This shows how consumer protection is tightening up in China, calling for more careful advertising.

Canada Goose

The Chinese market regulator imposed a fine of 450,000 yuan (approximately 70,000 USD) on the Chinese subsidiary of Canada Goose for false advertising, after finding that the jackets contained mainly duck down instead of the goose down as claimed by the company. Additionally, the regulator determined that Canada Goose’s claims about Hutterite down, claimed to be the warmest Canadian down, misled consumers.

Estee Lauder

Chinese authorities fined Estée Lauder 2,381,671 RMB for false advertising in China. The brand claimed that its “Advanced Night Repair Essence” product offered substantial benefits, such as a “Youth Index of +77%” and improvements in skin texture, without providing sufficient evidence for these claims. This case highlights the importance of companies providing solid evidence for their advertising claims in China.

How is advertising regulated in China?

Below is a summary of the main measures governing advertising in China. To take a more detailed look, read the full text here.

1 – Veracity and legality of advertising

One of the pillars of advertising regulation in China, set by the new law of September 2015, concerns the veracity and legality of advertising messages. This measure aims to create a healthy and transparent advertising environment, where consumers can make informed decisions based on reliable and verifiable information.

The law clearly defines four main categories of advertisements considered as misleading, as explained below by the Administration for Industry and Commerce (AIC):

Advertisements for fictitious products or services:

Any advertisement promoting goods or services that do not exist or are not available for sale is strictly prohibited. This practice aims to eliminate any attempt at deception aimed at attracting consumers with illusory offers.

Major non-compliant declarations:

Information regarding crucial aspects of the product or service, such as price, origin, ingredients, manufacturer, functionality and performance, must be accurate and must not mislead the consumer. These items are often decisive in the purchasing decision process, and their accuracy is therefore essential.

Use of falsified data:

The use of data, scientific research results, surveys, falsified statistics, or any information that cannot be verified is prohibited. This rule ensures that advertisements based on empirical or scientific evidence are authentic and reliable.

Use of false performance related information:

Fabricating information regarding the performance of a product or service from scratch is also prohibited. This includes exaggerations or unsubstantiated claims about the capabilities or effects of a product or service.

2 – Ban on “Absolute Terms” in Advertising in China

Chinese advertising regulations aim for transparency and prohibit the use of “absolute terms” to prevent exaggerations. These terms, such as “the best” or “incomparable,” suggest superiority without hard proof. The law seeks to protect consumers from unsubstantiated claims about product quality or effectiveness.

3 – Sectors of activity subject to very strict advertising regulations in China

Chinese advertising law imposes specific and rigorous controls on certain categories of products and services. These detailed rules, which are aimed at protecting consumers and promoting ethical business practices, are divided into the following sectors:

• medicines and medical equipment (art. 16, 17 and 18)
• tobacco and’alcohol (art. 22 and 23)
• education and training (art. 24)
• products and services promising a return on investment (art. 25)
• L’real estate and related advertisements (art. 26)
• seeds and animals (art. 27)

If you wish to advertise in one of these sectors, make sure you consult the details of the special rules subject to these industries.

4 – Advertising spokesperson

The law imposes rules on advertising spokespeople to ensure the authenticity of advertisements. Article 38 requires that their recommendations be based on facts and consistent with the law. They should not promote products they have not used or services they have not received. Minors under the age of ten cannot be spokespersons. Those sanctioned for false advertising are prohibited from becoming so for a defined period.

5 – Other clauses

Many other clauses are present in the law for advertising, such as the the following:

• Ban on’use or’use in disguised form the national flag, national anthem, national emblem, military flag, military song or military emblem of the People’s Republic of China
• Ban on’hinder the protection of the environment, natural resources or cultural heritage through advertising
• When an advertisement concerns a patented product or a patented method, it must indicate the number and type of the patent
• Many more

What sanctions are applied in the event of non-compliance with advertising rules in China?

The Advertising Law of the People’s Republic of China provides various penalties for non-compliance, targeting advertisers, advertising agents, ad publishers and endorsers. Here is a summary of possible sanctions:

Fines for false advertising:

For publishing false advertising, the market regulation department can impose fines ranging from three to five times the advertising spending. If the spending is incalculable or negligible, fines can range from 200,000 Yuan to one million Yuan. In severe cases or if the advertiser has committed three or more violations within two years, fines can increase by five to ten times the advertising spending, or between one million Yuan and two million yuan.

Corrective actions:

Entities involved in illegal advertising activities may be ordered to take corrective action. This includes stopping advertising, reviewing advertising content for compliance, and publishing fee rates and fee collection methods in accordance with relevant state provisions.

Confiscation and increases in penalties for endorsers:

If endorsers violate specific provisions, such as recommending or certifying medical services, medicines or dietary supplements without due verification or endorsing goods or services that they did not use or receive, authorities may confiscate their illegal income. Fines can range from one to two times the illegal income.

Suspension and revocation of activities:

In the event of serious violations, the Market Regulation Department has the authority to suspend or revoke the business license or advertisement publication registration certificate of the violating party.

Public liability:

Advertisers, advertising agents and endorsers may also bear civil liability for any harm caused by false advertising, especially if it affects the lives or health of consumers. This includes joint and several liability for damages caused to consumers.

Criminal liability:

In cases where violation of advertising laws is criminally punishable, the law will hold violators criminally liable.

These sanctions are designed to enforce compliance with the law, protect consumers, and maintain the integrity of China’s advertising industry.

Best practices for advertising in China

Know the platforms and follow the latest trends:

The Chinese digital world is very specific, with giants like WeChat and Douyin at the heart of daily interactions. It is therefore crucial to understand not only these platforms but also the different trends in terms of advertising in order to make your advertising campaign a success.

Do not simply copy the content from another country:

China has a unique culture, requiring specific marketing content. Successful campaigns incorporate local cultural aspects. They are addressed to Chinese consumers in their own language and context. Additionally, China has strict advertising regulations. Advertising tailored to another Asian market may not comply with Chinese laws.

Do not hesitate to get support:

The Chinese market is complex due to its strict regulations on advertising and censorship. Specialized local agencies are often necessary. They help to understand regulations and cultural nuances. They also optimize campaigns for success.

Brands succeed in China by adapting their approach. They must engage deeply with the Chinese market and culture. This maximizes the impact of their advertising efforts.

Call HICOM today to set up your next advertising campaigns in China!

• Symbolism and Traditions: Chinese festivals celebrate important moments in the lunar calendar, historical events or deities. They are associated with specific traditions, such as family reunions, food offerings, fireworks, and exchanging gifts.
• Opportunities for Increased Consumption: Festivals boost the Chinese economy by encouraging purchases of goods and services. Chinese people spend more on food, clothing, household items, travel and entertainment during these periods.

• Increase in Expenses: Festivals boost consumer spending, especially on products related to the celebration, such as gifts, food and clothing.
• Changes in Consumption Habits: Festivals change purchasing habits, with consumption peaks observed during festive periods.
• Importance of Family and Friends: Festivals are times when families and friends come together, which influences consumption choices and group purchases.
• Attractiveness of Promotions and Special Offers: Brands and retailers offer promotions and special offers during festivals to attract consumers.
• Role of E-Commerce Platforms: E-commerce platforms play a major role in promoting festivals and facilitating shopping during these times.
• Influence of Social Networks: Social media helps create a buzz around festivals and influences consumers’ purchasing decisions.

1. Nike and the Lunar New Year:

2. Starbucks and the Dragon Boat Festival:

3. L’Oréal and 11.11 :

4. Burberry and the Qixi Festival :

5. Prada and 520:

• Cultural Calendar: Plan your campaign in accordance with the Chinese cultural calendar. Knowing the nuances of each festival helps create a message that resonates better with your customers.
• Culturally Resonant Content: Create content that celebrates and honors the holidays. Integrate traditional Chinese elements with a modern twist to create an authentic connection.
• Seasonal Offers: Offer limited editions or special offers that match the spirit of the festival to attract customers looking for unique festive purchases.

KOLs are enablers of commerce in China; to use them effectively:

• Strategic Choice: Identify KOLs whose values and branding align with yours. The right choice amplifies’
• Relevant Collaborations: Create partnerships where KOLs can share their authentic product experiences through engaging storytelling or live demonstrations.
• Interactive Campaigns: Encourage KOLs to interact with their audience to create a buzz around your brand.

Diversify your presence on platforms to reach a wider audience:

• Tmall: Personalize your Tmall stores with festive visuals and take advantage of the platform’s functions for effective advertising campaigns.
• Douyin: Use trending hashtags, challenges, and interactive video content on Douyin to engage audiences creatively.

Prepare your backend to meet increased demand:

• Inventory Planning: Make sure you have enough inventory of popular products. Use data from previous years to predict needs.
• Reactive Logistics: Work with reliable logistics partners to ensure fast delivery and good customer service during peak traffic periods.
• Customer service : Strengthen your customer service to handle increased customer interactions during festivals.

Through these tips – aligning your message with cultural values, strategically engaging influential KOLs, optimizing campaigns for different e-commerce platforms, and planning solid logistics – you will have a solid foundation for an impactful and successful campaign during festivals in China.

Conclusion

Ready to transform your approach to digital marketing in China?

At HICOM, we’ve mastered the art of capturing attention with KOL influencers, orchestrating impactful campaigns, and effectively managing your accounts. Working with over 100 brands, HI-COM is the partner of choice for companies looking to break into the Chinese market!

Contact us today for a free consultation with our team of experts and give your brand the boost it deserves.