Online shopping activities have experienced explosive growth in our digital times and China dominates the field of international sales. The large online shopping market coupled with its growing number of consumers makes China an enormously promising business opportunity for organizations.

 Companies must find strategies that will make their brand visible against all other businesses operating in the market. Enter artificial intelligence (AI). The innovative power of this transformative technology enables businesses to connect with Chinese consumers by streamlining their operations in eCommerce networks.

This blog explores  how AI changes cross-border eCommerce by making it possible for businesses to succeed in the world’s largest market.

China’s Booming Market: A Goldmine for eCommerce

A number of convincing factors demonstrate why China offers exceptional possibilities for cross-border eCommerce.

 Massive Consumer Base

 The population of China exceeds 1.4 billion and its expanding middle-class segment wants to discover foreign products.

E-Commerce in China keeps expanding because approximately 900 million people are currently using the internet as their purchasing platform continues to grow rapidly.

 Consumption Trends

Online shopping has gained rapid popularity among Chinese consumers who want to purchase luxury items and fundamental daily needs through the internet.

 Desire for Authenticity

Customers in China showcase strong interest in products and brands from outside their country because they seek items that appear authentic and premium.

 Government Support

The Chinese government supports international trade as a means to boost the economy and they continue to simplify procedures for overseas merchants entering the market.

 Any business targeting eCommerce growth should select China because the country provides its unique combination of elements which create the perfect business environment.

 How AI is Changing Cross-Border eCommerce

Artificial intelligence creates revolutionary changes across all aspects of the eCommerce sector with a particular impact on international trade operations. AI technology has brought these changes to eCommerce:

Personalization

 Through consumer data analysis AI algorithms generate personalized shopping recommendations for shoppers. AI systems can recommend products through analyzing past viewing data and they can craft personalized discounts that appeal to specific customers.

 Chatbots and Customer Support

The Chinese market requires immediate customer assistance making AI-powered chatbots essential to provide this vital service. User interaction enhances through Chinese text to speech technology which permits them to communicate in multiple languages.

 Predictive Analytics

Businesses leverage AI to detect consumer preferences through analyzing comprehensive data then they can stock products that are forecasted to sell best.

 Fraud Detection

 The possibility of fraudulent transactions increases when operating in a cross-border eCommerce system. AI-powered systems identify abnormal transactions automatically to alert about potential cases of fraud in live time.

 The technological developments support simplified business operations which results in higher shopper satisfaction for China’s buying population.

 Benefits of Using AI for Reaching Chinese Shoppers

Your eCommerce strategy will obtain multiple advantages from implementing AI technology.

•  Enhanced Customer Experience

The combination of AI-based personalized suggestions together with round-the-clock support enables customers to achieve higher satisfaction.

•  Improved Marketing Strategies

Through AI tools businesses can determine successful marketing platforms and methods which enables them to use their resources optimally.

•  Cost Efficiency

The automation of standard procedures lets businesses save money on employees while human staff can dedicate themselves to advanced planning activities.

•  Data-Driven Decisions

AI analytics enables organizations to base important choices on concrete customer actions instead of making assumptions.

•  Increased Sales

By combining these elements business individuals achieve better conversion rates which leads to increased sales numbers.

The usage of AI stands as a strategic decision for everyone seeking success in the competitive Chinese eCommerce environment.

Boosting eCommerce in China with AI Tools

 Specific instances where AI operates can be observed through the following practical applications:

Localized Marketing

The analysis of local market trends through AI assists brands to generate promotional content which connects with their disponibles region specifically and respects their cultural standards.

Inventory Management

Through predictive analytics brands achieve more efficient inventory management which keeps their stock levels correctly aligned with consumer demand.

Dynamic Pricing 

AI automatically modifies price points to match current market criteria together with competitor rates and user actions to keep products visible to prospective customers.

Customer Segmentation

Machine learning algorithms offer businesses the ability to divide customer groups so they can execute personalized promotional campaigns for different target markets.

Voice Commerce

 The increasing trend of voice-activated shopping presents an opportunity for businesses to deploy AI voice technology in Mandarin dialects alongside others which enables them to reach the rising customer segment of voice-powered online shopping.

 Businesses can leverage these use cases to demonstrate how AI creates flexible operational potential which drives substantial improvement in Chinese organizational practices.

 Challenges in Entering China’s eCommerce Market

  The vast potentials come with multiple navigational challenges to handle.

 Cultural Differences

Market success depend on businesses that comprehend all local customs together with social norms and specific market requirements. Problems in brand practices can result in major brand destruction.

 Complex Regulations

The eCommerce regulations in China remain complex to follow. Businesses must comply with Chinese regulations as failure to do so creates risks of monetary penalties and other disciplinary actions.

 Intense Competition

 The entry market for new brands becomes difficult because established local brands dominate the market strongly.

 Logistical Hurdles

The vast nature of China creates difficulties in shipping and logistics that requires business relationships with local shipping providers to overcome.

 Language Barriers

The ability to interact with Chinese consumers through Chinese language represents a significant obstacle for international businesses entering the market.

To succeed in the Chinese eCommerce market you must first identify these obstacles which will lead you to overcome them effectively.

Tips for Entering China’s eCommerce Market

 These essential guidelines will help anyone who wants to enter the Chinese market:

 Research and Adapt:

 Invest time to learn the specific values of Chinese culture and modify your marketing plans for the market.

 Choose the Right Platform:

 The cross-border trade platforms Tmall and JD.com along with Alibaba provide distinct services to international trade; your selection will depend on your product.

 Invest in Local Expertise: 

Partner with local agencies together with local talents since these entities fully understand the market conditions.

 Prioritize Mobile Optimization: 

A mobile-friendly website becomes vital because mobile devices dominate Chinese consumer shopping practices.

 Leverage AI Technology: 

Your business should implement AI technology to deliver superior user experiences and relationship management along with supply chain optimization.

 Businesses that follow these directions can achieve better outcomes in the world’s complex online retail market.

 Conclusion

Entering China’s booming eCommerce market is more than just a thrilling opportunity; it’s a challenging adventure filled with both risks and rewards.

 Embracing AI technologies can significantly enhance your chances of success by allowing personalized shopping experiences and data-driven strategies. 

While challenges exist, informed planning and adaptation can help your business navigate these complexities effectively. 

As China continues to evolve as a global eCommerce powerhouse, now is the perfect time for businesses to seize the moment and innovate their approaches to tap into this massive market. With AI by your side, the future looks bright!

Explore five crucial features each API video footage site must have to deliver a good experience. Find the best API site that aligns with your needs.

3 Best Video API Platforms to Integrate into Your Website and App

There’s no doubt that APIs have changed website functionality for the better, especially when it comes to displaying videos, animations, and other visual content. API integration for video footage sourcing is helpful because it streamlines content production, editing, and customization. But how can you find a good API that provides high-quality footage and automation for a fair price and perfectly aligns with your goals? These are good thoughts to ponder; luckily, you’ve come to the right place.

Read on to discover the top features of a remarkable tool alongside the best API for martech companies that will help you improve your website and drive sustained growth.

5 essential features of APIs with video footage 

In your opinion, what functions must your ideal API perform? Is it providing high-quality videos to people using your web page or app or describing a new product line? Whatever it is, a solid stock video footage API must have some features, including the following:

1. Clear licensing. Given that you plan on relying on visual content from a third-party tool, you must ensure its licensing is detailed and crystal clear. Otherwise, you can face legal consequences. No matter the platform you want to cooperate with, prioritize their licensing terms. 
2. Efficient search capabilities. A platform must have advanced search algorithms to ensure the most relevant content appears on your website. Whether scene-based search for precise clip selection or AI-powered mechanisms, ensure an understanding of how content is selected and tailored.
3. Functional editing tools and creative extras. A good stock video API usually provides additional tools for customization, both general and video-specific. Evaluate which ones would be relevant to your long-term goals. Examples are built-in transitions, color grading, templates, AI-driven animations, and voiceovers.
4. Well-trained and secure AI. AI is now a necessity, but it must be responsible AI. Try finding more information on how models were trained and whether they are GDPR/CCPA compliant. Also, check if the AI has nifty features like background removal and object replacement, recommendations, industry trends, etc.
5. Good integration. A robust API should integrate with your existing infrastructure (e.g., website, mobile app, or content management system). It must support multiple programming languages, be transparent, offer customer support, and allow for easy and safe embedding, among other things.

The must-have features list can be limitless, depending on your preferences, requirements, and budget. But these five are the basics, and if you find a tool that meets all these parameters, the chances are it will also meet other requirements you might have. So, is there such a tool? The short answer is yes, and not just one. Below are the three best stock video footage APIs for seamless integration. 

3 best video APIs to integrate your web page with

#1 Creative Suite API by Depositphotos and VistaCreate – Outstanding stock video footage collection

Creative Suite API is one of the best stock video footage providers. Besides getting what you’re here for—stock videos and immersive footage—this API does much more than that. Apart from getting access to cinematic shots, aerial drone footage, and industry-specific clips, it offers images and illustrations ideal for any social media and ad campaign. You can pair them with videos to make a lasting impression. And if you want to personalize any content, the API includes a graphic editor by VistaCreate. You can use it to customize any visual—whether static or animated—however you prefer, from cutting unwanted parts of the video out to creating and adding your logo to an image. 

The Creative Suite API guarantees the highest possible quality and relevance of animated content featured on your website. Seamless API requests and the programming algorithms behind secure automatic verification of usage rights, thus ensuring full compliance. The tool delivers files in various resolutions, so you can rest assured that the videos displayed on your page or app are impressive and framed according to required dimensions without human intervention.

Other features Creative Suite API stands out in include:

• Advanced search engine where your users can find any stock content their hearts desire in an instant;
• White-label content to customize files according to your creative endeavors;
• Custom API endpoints that help fine-tune integration for specific needs;
• AI-powered feature set, generating from scratch or elevating existing visuals to a new level.

#2 Pexels API – Free stock video platform for beginners

Pexels provides free stock video API access to files contributed by global creators. While it doesn’t stand close to the Creative Suite API in video quantity, quality, and additional features, it’s a good tool if you don’t know where to start or are simply looking for a one-time solution. An obvious benefit is that it’s free to use, so even a relatively small collection of available videos looks like a solid bargain. 

In addition to these, Pexels AI is a good choice because of these features:

• Most videos can be used freely without crediting authors;
• The API is based on a RESTful JSON architecture, securing easy integration;
• Despite 20,000 API requests per month, limits can be lifted free of charge;
• Overall quality is satisfactory, especially considering the tool is free.

#3 Alamy API – Versatile video library with integration ease

Despite the industry’s rapid growth, Alamy API remains a reliable option for businesses needing licensed stock videos. The stock’s main upside lies in its diverse video and footage collection, including editorial and hard-to-find niche content, often available to certain locations like the UK and Ireland. Alamy API is tier-based, offering free and premium content that integrates into various systems quite well, but not without a few drawbacks. 

The API’s search accuracy tends to be inconsistent, sometimes failing to return the most relevant results. Plus, tight request limits can be too restrictive for businesses with high-volume content needs. Although this might not be your concern, other things could be, so it pays to check out their documentation and other aspects of your interest.

Its key features are:

• Accurate video footage previews;
• Significant video archive with news, nature, lifestyle, and history;
• Enriched metadata for better categorization;
• Diverse geo-specific content access.

Bottom line

As you strive to select the best video API, it’s important to remain careful when evaluating features, pricing, and integration capabilities. Each of the provided tools has its unique, strong sides, so don’t hesitate to check them all to see which one best aligns with your business goals. With a well-integrated video footage API provider, your web page or app can deliver dynamic and engaging visual content, converting more visitors into frequent and, more importantly, loyal customers. 

At Gentlemen Marketing Agency, we help global brands succeed in China’s competitive market. Our team has years of experience in e-commerce, digital marketing, and brand localization, making us a trusted partner for fashion businesses entering China.

In this article, you’ll learn how to market and sell children’s clothing in China. We’ll cover key consumer trends, distribution channels, and digital marketing strategies to help your brand thrive. Whether you’re launching a new line or expanding your business, this guide will give you the insights you need.

China Kidswear Market Overview

Sales revenue of the kidswear market is expected to reach 329 billion yuan in 2022 and 473.8 in the next three years.

According to market research done by Statista, although women’s wear is the biggest segment of apparel in China, kidswear and sportswear are the segments that record the fastest growth, presenting huge opportunities for childrenswear and sportswear brands, especially when it comes to luxury brands.

The children’s apparel market is a promising industry, although it may not be as large as other consumer goods markets. In China, there has been a significant increase in per capita spending on childcare-related products, such as baby clothes, with a growth rate of 12% in 2021.

Baby and toddler clothes are particularly popular, as they need to be replaced frequently due to the children’s growth, leading to substantial sales numbers.

Sell Kids’ Clothes in China: Target the Chinese Mothers

Called “hot mamas”, in Chinese 辣 妈, they are the new generation of post-90s mothers. Hot mamas think, buy and raise their children very differently from previous generations. A 2018 research conducted by the China Business Network on the behavior of the latter during the purchase phase shows that:

• When they need advice, they turn to their peers rather than to their parents;
• They look more to the safety and quality of the product than to the price;
• They love to buy high-quality products through cross-border e-commerce.

Born during the digital boom of the country, hot mamas form their communities and consult each other through dedicated apps or through groups on WeChat.

Market research on social media allows us to understand that hot mamas love to dress in similar clothes to their children: “the mini-me trend”.

The huge growth in the Kids’ Clothing and Fashion segment

The children’s ready-to-wear market in China is one of the fastest-growing segments. Compared with the annual market growth of 6% of the clothing sector in general, the kidswear segment is growing by more than 9%, demonstrating that China’s childrenswear market is developing well.

Indeed, the renewal of children’s clothing is stronger than that of men or women. The purchase for children is repeated more often than for the other two segments.

The ready-to-wear market for children can be divided into three categories:

• Baby clothes: It remains the main subcategory, likely to achieve growth in the coming years. With the new 3-child policy, the 0 to 2 years old market is expected to grow in the next 5 years.
• Girls’ clothing: This is the growing segment in the market, especially for girls aging between 5 to 9 years old. This segment is mainly described by higher prices compared to boys’ segment and a higher purchase frequency.
• Boys’ clothing: With lower average growth, this segment was neglected by international brands, preferring to focus on girls. Chinese moms are likely to spend more on their boys, especially with limited edition collections and influencers’ endorsements.

Analysis of China Kids’ Clothing Market Trend and Demand

The more children grow, the greater the demand, and the need for clothing in childrenswear in China. In the baby segment, buyers are looking for safe and comfortable products for the benefit of their children. By the age of three, expectations are different. Parents will favor luxury childrenswear that will convey the good taste and individuality of their children.

This change in expectations and needs and mainly due to the social development of the child who will begin to engage in an outside life with his peers. The need for differentiation strongly influences their purchases.

Foreign brands have a real advantage over the target of 3 years and more since this need for differentiation plays a lot in the purchase of these brands. Indeed, many parents visit the websites of foreign brands to buy products across Asian borders and give a unique image to their children.

Chinese consumers are generally fond of foreign brands as they guarantee quality and originality with regard to fashion.

How to market your baby and kids’ clothing brand in China?

Here you have the opportunity to embark on a market which growth potential is not going to stop so early. In order to develop your business in the China market, many steps await you and do not think that transposing your model to China will be enough.

Here are some tips for setting up and promoting your brand in the market.

The most important steps in the childrenswear market are:

1. Build your e-reputation and a good brand image;
2. Communicate with your target audience;
3. Find a good distribution channel.

Develop your kids’ fashion brand’s e-reputation

You have to capitalize on the digital trend in the country. For this, your online marketing strategy is very important. Chinese consumers are always connected with their digital environment, up to 6 hours per day. Do not forget that this environment is completely different from the one we know in Europe. You must create your presence in this new universe… and know how to talk to Chinese moms.

Social media have a strong impact on the purchasing decisions of Chinese people. The country is known for having the largest network of Internet users in the world, representing more than 914 million people.

The social platforms will be relevant to your strategy since consumers, in our case parents, are influenced by the recommendations of friends or family in the purchase of products. In brief, word-of-mouth is the key.

In order to build a good e-reputation you have to:

• Create a Chinese website that is mobile responsive
• Implement an SEO campaign for Baidu, the most used search engine to show your credibility
• Implement SEM campaign to reach the first page on Baidu
• Build your notoriety with PR and press releases via magazines like Bébé or Milk Enfant
• Find your audience with the right KOLs and influencers with the “Fashion Mama” or the “Mom Next Door”
• Use forums and key opinion consumers to talk about you on Chinese blogs and forums

Use WeChat and Weibo to communicate with your clients

WeChat is the window to the social world of China. The application gathers more than 1.2 billion active users every month. WeChat has become an extension of the person in China.

The platform is used on average 4/5 hours per day and allows a diversified use. Individuals have the ability to communicate with instant messaging features, share content through “moment” similar to a Facebook wall, pay via WeChat Pay, and buy online via the social commerce features of the app.

The platform is crucial for brands entering the market. For this, you need to open an official account on the application that will allow you to broadcast content and interact with your customers and prospects.

It is a good way to improve your customer service since it allows a direct link with your consumers. Community Management on the platform is therefore crucial. For instance, the leader in kids’ fashion Balabala created a WeChat mini-program only dedicated to customer service and brand loyalty with special offers and nearby boutiques.

See a good case study here

Weibo offers many services: from traditional Chinese social media activities to creating micro-blog, sending messages, following brands, Kols and trends, live streaming, and gaming activities.

It is a one-to-many platform. On Weibo, you can have more followers faster but on WeChat you have more impact on calls to action, so you should learn to use them at the same time. One does not exclude the other.

Weibo helps to increase brand awareness, ensure great visibility for events and promotions through ad-hoc communication with user-friendly content, insert external links to the brand’s e-commerce, and to lead to word of mouth, which is very important in China.

Distribution Networks: Both Online and Offline Channels are Important

The strong attraction of consumers to physical stores is justified by the fact that many of them prefer to have a concrete image of the product.

Product testing is a concept that is still important in this marketplace. Some consumers may prefer to go to a store to view the product, and touch it before purchasing. The sensory dimension strongly influences the segment.

Nevertheless, the growth of online commerce opens new doors for the players since it is considered an extension of sales formats in multi-channel distribution strategies. The digital sphere also allows brands to expand their presence and increase their visibility in a market that is becoming increasingly saturated.

The online channel represents a real opportunity for the players since the sales represent 4 million of the turnover of the segment. In childrenswear, Tmall (50%) and JD.com (20%) hold 70% of the market. They are still the two major players in e-commerce in China.

The complementarity of these two distribution methods becomes a differentiating tool for brands and an opportunity to gain a competitive advantage to reach the consumer throughout his customer journey.

Opt for Physical Distribution and for the E-commerce Platform Xiaohongshu

The measures initiated by the government to develop the liberalization of domestic markets allow international brands to develop more quickly in China. Direct investment, franchise agreement, or sales intermediary are practices commonly used to improve the visibility and marketing of physical outlets in the territory.

Sell Baby & Kids’ Fashion in Physical Stores with Chinese Retailers

With this marketing strategy in mind, we recommend that you collaborate with a Chinese distributor to market your products. Thanks to a positive e-reputation and a good brand image, it will be easier for you to find a partner.

Despite the Covid-19 pandemic, many fair trades keep taking place in China for retailers and offline stores. For dedicated children’s fashion and kids’ clothing retailers, we would recommend exhibitions like I Love Playtime in Shanghai or the Children’s Baby Maternity Expo in Shanghai.

The key strategy is to combine strong marketing operations with the development of your physical network. Physical retailers are key to entertaining your audience and enabling them to enter your brand’s universe.

On the other hand, online distribution is very popular in the country to target Chinese moms in lower-tier cities. Developing a store and being present in one of the most used e-commerce platforms is a market imperative for any international brand’s visibility.

Promote your Baby/Kids’ Clothing Brand on Xiaohongshu

A Xiaohongshu store enables brands to practice cross-border e-commerce. With the right partner, you can have the capability to build a unique online store that would match Chinese preferences.

Especially on Xiahongshu, Chinese netizens are sensitive to high-quality pictures and users’ recommendations. On average, the maternal and children industry reaches 150K reactions per month. If you want to boost your product pages, you definitely need to focus on products’ presentations, benefits, and clients’ reviews.

The user experience is very different from traditional e-commerce. Any mom will start by browsing in their home while content will capture her attention. Then she decides to collect information within the platform: brand’s official account, influencers’ endorsement, users generated content and shopping notes.

Finally, she can directly purchase the product without even leaving the app. Meanwhile, in traditional e-commerce platforms, the user discovers a store while she is already interested in a product. In social commerce, the user enters also by diversion.

Today, Xiaohongshu counted more than 174 million monthly active users on its platform. Its community is mainly composed of urban women (88%), 70% of whom were born after 1990. In a word, this is exactly the target audience of kids’ clothing in China.

Do you need a Partner in China?

Selling baby and kids’ clothing in China can be a lucrative business opportunity. The Chinese market for children’s clothing is growing rapidly, and there is a high demand for quality and fashionable products.

However, it is important to conduct thorough market research, understand local preferences and regulations, and establish effective distribution channels to succeed in this competitive industry.

We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese eCommerce market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.

New parents in China are willing to pay more for safe, high-quality baby products. E-commerce, social media, and live streaming are transforming how these products are marketed and sold. But competition is fierce, and navigating China’s unique business landscape requires careful planning.

At GMA, we specialize in helping international brands succeed in China’s digital market. With years of experience in e-commerce, SEO, and social media marketing, we know what it takes to stand out.

In this guide, you’ll learn about market trends, key players, regulations, and proven strategies to sell baby care products in China. Whether you’re new to the market or looking to refine your approach, this article will give you the insights you need to thrive.

Mother & Baby products Market growth in China

The country is the major hub for the maternity and baby market. According to Mr. Enlong Hou (COO of Suning commerce group), the market growth has shown no sign of stopping in recent years.

According to Statista market research, In 2019, the market size of mother and baby products in China reached approximately 2.7 trillion yuan, growing at around a 15 percent rate annually in the past three years. It’s expected the Chinese mother & baby product market will reach  US$24 Billion by the year 2027 and was evaluated at about US$24 Billion in 2021; The baby food segment is leading the market, followed by baby body care, diapers, and baby skin and hair care.

Another market research shows that China’s mother and baby products market is expected to grow steadily over the next decade due to growing demand from young parents who pursue high-end lifestyles, particularly in lower-tier cities. In 2020 sales revenue from this sector is expected to reach 3 trillion yuan. The market is expected to grow at a compound annual growth rate of almost 10%

What are the reasons for the market growth?

• Following a worrying declining birth rate, 2016 saw the easing of the One-Child Policy. The child policy was further relaxed in 2021.
• Families are willing to pay a lot for useful products for their children and mothers
• Families are willing to pay higher premiums for high-safety baby products
• The rise of the “New Retail” is characterized by the integration of online and offline platforms
• The rising demand is not restricted to first- and second-tier cities, but has seen growing demand from lower-tier cities.

China Baby Product Market trends

• Baby hair care products
• Baby cosmetics
• baby toiletries
• Baby Formula, Baby Food & Supplements
• Prenatal Supplements
• Mom’s Postnatal personal care

Online distribution channels’ growth

The mother & baby market has seen steady growth through both online and offline distribution channels.

In fact, although offline channels are still the main place where to buy the products of this industry, the growing online presence through both eCommerce and social media seems to indicate a promising future for the mother and baby market in China.

During the Covid-19 outbreak, the demand for mother and baby products has been high. For example, on JD.com sales of daily necessities, such as baby and mother clothes, artificial milk, and diapers, increased 10 times on a yearly basis.

Millennials are the main actors in China’s baby care market online growth

The Chinese online community, represented by the young Chinese generation, born in the late 1980s and early 1990s, has greater purchasing power than ever. Data from JD.com, the second Chinese marketplace, showed that this generation accounts for 70% of the purchases of mother and baby products.

This generation, which has seen major changes into economic and digital power, has a higher disposable income than previous generations, therefore, they are:

• Less price-sensitive
• Willing to try new products
• Heavily influenced by the Internet
• Open to international culture
• Willing to pay more for better products for their children
• Willing to buy trendy products
• Prefer to watch live-streaming content and short videos

In the first quarter of 2020 on the JD.com platform, the viewing time for live-streaming and short videos increased by around 130% year-on-year, and sales driven by live-streaming increased by around 400% y-o-y.

Ecommerce live-streaming’s boom

Ecommerce live-streaming, with KOLs as protagonists, is becoming the most effective marketing tool for several reasons.

Through live streaming users can:

• Inquire about a product and buy it immediately, without ever-changing the App
• Having a “virtual” contact with the host
• Send messages and receive live replies
• See the product live and is, therefore, more reliable for the consumer

Through live streaming exposure, brands can:

• Generate more leads
• Get more followers for your brand
• It is cost-effective, but it still brings great results
• It can be used for product reviews, seeding of products
• It can be used to increase sales
• Use KOLs to boost sales

Higher Quality and Premium Products

Quality is more important than ever for Chinese families. This represents a significant opportunity for foreign brands, which are often perceived as having better standards than Chinese ones.

In fact, Chinese families are increasingly demanding products with specific characteristics such as:

• Healthy products
• products free of pollutants
• ecological products
• Minimum added additive products
• Durable products

All these reasons have led the mother and baby market to be classified as a premium market, with high prices and quality, compared to other sectors. However, competition is expected to intensify.

What are the main categories of products?

Chinese citizens pay close attention to which brand a product is labeled and tend to buy products from overseas brands, especially products such as infant formula and infant diapers.

A high degree of market saturation

• Baby food
• Baby toiletries & skin care products

Low degree of market saturation

• Baby clothes
• Baby footwear
• Baby accessories
• Functional appliances
• Daily-use goods such as baby bottles
• Baby furniture
• Toys
• Car seats

Who are China’s baby care market’s major players?

International vs domestic brands in the baby products market

Foreign brands enjoy a better reputation than Chinese ones by default. This can be explained by the many scandals on baby food safety that plagued the local baby food market (ex: The 2008 Chinese milk scandal).

As a matter of fact, product quality scandals have led many Chinese parents to buy foreign products over the past twelve years. Especially regarding milk powder, over half of the Chinese infant formula market is dominated by foreign brands, and in some cities, the percentage reaches 80%.

Although foreign brands are still the favorites, national competition in the Chinese childcare market has intensified in recent years, especially in the sale of products such as:

• Strollers
• Bottles
• Baby seats
• Baby clothes
• Baby skincare products

The new requests from a population of parents with higher incomes also represent an opportunity for Chinese baby product brands. With a greater demand for specific products and with a diversified market, in fact, there are many opportunities for local players.

For example, the growing demand for baby skin care products such as shower gel and lotions has led Frog Prince, one of the leading Chinese baby care brands, to produce a gel that emphasizes the beneficial qualities of baby’s skin, through natural ingredients extracted from the oil that leaves the skin delicate and nourished.

Some of the main players in the Mother and Baby market in China

International brands:

• Johnson & Johnson
• Wyeth
• Danone
• Kao
• Unicharm
• Pigeon
• Nestle
• Abbott
• Sanosan
• Procter & Gamble (Pampers 帮宝适 bangbaoshi)

Chinese brands:

• Frog prince
• Giving
• Yumeijing
• Aiyingdao
• Kidswant
• Leyou
• les enphants
• Baby Bear

How to sell your Brand of Mother & Baby products in China?

There are a few things to consider when selling mother and baby products in China. First, you’ll need to research the market dynamics and understand the needs of Chinese mothers and Infants. You’ll also need to create a marketing strategy that resonates with your target audience. And finally, you’ll need to find the right distribution channels to reach Chinese mothers and infants.

What are the regulations and trade requirements to sell your products in China?

The Mother & Baby sector in China is highly regulated. There are multiple regulators and three testing requirements for market entry.

Multiple regulators in Mother & Baby product industry:

• The government (China Customs and the State of Administration for Market Regulation “SAMR”)
• semi-governmental agencies (China Consumers Association “CCA”)
• Social organizations
• Non-government bodies

The testing requirements for market entry:

1. laws and regulations
2. Mandatory standards
3. Product standards (normally stated on the label)

What are the channels to sell your Mother & baby products?

Finding the right model to enter this market is the key to success due to its competitiveness.  What are the options available to international exporters?

• Consignment to retailers (Not selling products, risk, and high cost for consignment)
• Direct sales to retailers (Retailer managing brand risk and low visibility)
• Distributors
• Online retailers and marketplaces

Distributors: How to find distributors for your mother and baby products?

Finding distributors can be a daunting task, especially if you’re a non-Chinese speaker. By using this option you lose control over pricing and branding, however, working with the right distributor can make things significantly easier, and it may be worth spending some money to save time and reduce the difficulty of entering a large market like the Chinese one.

There are numerous ways of contacting potential distributors. The most common ways include:

• Attending fairs
• Searching online
• Referrals
• Tmall B2D
• Agencies

Attending Chinese Mother and Baby Fairs

According to Tradefairdates, although most of them were postponed because of Covid-19, some major fairs are:

• Playtime

Playtime in Shanghai is a trade fair for the child. Many exhibitors will be presenting their latest trends and products to children. This exhibition is a communication and information platform in the industry and offers exhibitors the opportunity to present to an audience of experts. Visitors can find information here thoroughly and comprehensively about the latest developments, trends, and products from the fields.

• Children Baby Maternity Expo “CBME”

The Children, Baby, Maternity Expo CBME China, being held in Shanghai, is known as the world’s largest event. Lots of international suppliers from all over the world present more than 2000 brands of products for children, infants, and pregnant women. Therefore, the event offers great opportunities to meet other buyers, manufacturers, distributors, or suppliers. The fair is highlighted by an innovative product award, where the most innovative and best products in different categories are determined.

• China Toy Expo Shanghai

China toy expo is an international trade fair for toys and baby items in Asia. It is China’s market-leading platform and provides international manufacturers access to the Chinese market. The fair offers exhibitors the opportunity to get in touch with visitors, especially buyers, and to deepen their business relations.

• Hong Kong Baby Products Fair

Hong Kong Baby Products Fair is a platform for the dynamic baby products market in Asia. It offers Asian-based suppliers and renowned worldwide brand names a great opportunity to expand their network, explore new market opportunities, and promote product image and brand recognition all under one roof. The event is a spin-off of the well-established and very successful Hong Kong Toys & Games Fair. The Hong Kong Baby Products Fair, the Hong Kong Toys & Games Fair, the Hong Kong International Stationery Fair, and the Hong Kong International Licensing Show all take place at Hong Kong Convention and Exhibition Center at the same time.

Chambers of Commerce

Most domestic chambers of commerce will provide organizations with a list of distributors within their sector, and may already have some contacts with distributors.

Online retailers and marketplaces

Consumer reports of increased frequency in online shopping indicate the growth potential and competition of online retailers vs offline retailers.

The director of the China eCommerce Research Center, Cao Lei, said:

“The explosive growth of the maternal and child industry in recent years has prompted many online retailers to enter the market.”

To meet the growing and diverse demand for mother and baby products, many Chinese online retailers are launching customized products and collaborating with various foreign brands.

Purchases of baby care products through online channels are widespread and now represent 50% of mother and baby retail market value. Purchases on the platform are a great source of growth for the market of mothers and babies in China. In addition, transnational online sales related to baby care and food are the most popular.

Baby care products like baby food, body powder, lotions, creams, insect repellent for children, and shower gels are the most requested.

Among the baby care products, imported products are still the best for safety reasons. Thanks to online marketplaces, It’s possible for buyers to purchase products from foreign brands, that don’t have a physical presence in the middle kingdom, through cross-border eCommerce.

The online market is dominated by Tmall, followed by JD, Xiaohongshu, Kaola, Vip.com, mia.com, and other online retailers. Branding and presence on well-known eCommerce platforms are crucial to selling your products.

Sell baby care products on Chinese Online Marketplaces

One of the major market trends in the Chinese baby care industry is the growth of online marketplaces. Let’s have a look:

Use Tmall to sell mother and baby care products

Tmall is the biggest B2C (business-to-consumer) platform in China. It was launched by Alibaba’s Taobao in 2010. Tmall is a general marketplace and offers consumers all kinds of products from over 100,000 brands.

It mainly focuses on premium brands. This characteristic makes Tmall the most expensive marketplace in the country. For consumers, high prices indicate high quality, therefore many customers prefer buying their products from Tmall.

Requirements for Overseas brands to operate an online TMALL store:

• International brands must be authorized distributors and have a corporate identity outside China.
• The company must be independent and hold retail and trade rights
• The company must be the brand owner or authorized agency having the authority to sell products under its name
• The company must hold relevant inventory certification for the stock

Entry processes:

1. Entry Preparation
2. Store application
3. Store development
4. Pre-launch
5. Launch

Tmall store types:

• Flagship store
• Authorized store
• Specialty store

Authorized brands and retailers are present on Tmall through the creation of a real Flagship Store graphically customizable because it allows brands to successfully promote their identity and allows them to create a very accurate user experience.

JD.com e-commerce platform

JD.com(京东Jīngdōng) is a Chinese eCommerce company headquartered in Beijing. It is the second B2C online retailer after Alibaba’s Tmall. It is partly owned by Tencent, which has a 20% stake in the company.

Foreign companies can open individual online stores on JD.com and brands are permitted to import food, beverages, apparel, and shoes from overseas. JD is well known for its support of in-house logistics services and its zero-tolerance policy for counterfeit products. In addition, JD.com is less expensive than TMALL.com, but still rather expensive.

JD has become one of the largest retailers of many maternal and baby brands and sales of more than 50 mother and baby brands surpassed 100 million yuan ($14.1 million) in 2018.

By partnering with a diaper brand, JD, using online research and comment data analysis, has found that users often search for specific keywords like “diaper rash” and look for diapers that won’t damage the baby’s skin.

Based on big data and consumer preferences, JD and the diaper brand subsequently developed a new diaper product for sensitive babies’ skin.

Requirements for international brands to operate an online JD store:

• Be an established non-Chinese company
• Trademark registration documents or licensing agreements
• Have a USD bank account
• Provide business registration documents and the ID of the major shareholders and directors.
• Chinese customer service must be provided and the product details page should be written in Mandarin
• Products must be dispatched within 72 hours after order placement
• The process for product return centers must be available in Mainland China.

JD store types:

• Brand flagship store
• Outlet-type flagship store
• Franchised store
• Exclusive store

Vip.com

Vipshop is one of the most important realities of Chinese eCommerce. Its primary business strategy is to partner with popular and well-known brands and sell their excess inventory to consumers throughout the country at a significant discount from retail prices.

VIP.com covers wide product categories ranging from apparel, shoes & bags, cosmetics, maternal and child products, home goods, foods, and more.

By providing special offers and deep discounts on branded products, the Company has pioneered the online discount retail model in China and become the expert and leader trusted by its customers and brand partners alike.

Online retailers specializing in imported Mother & Baby products

Mia.com

Mia is an online retailer specializing in items for mothers and babies which also established its self-owned brands such as Mompick. Founded in 2011, Mia.com is committed to helping middle and high-income families access the best products for mothers and babies, such as diapers, infant formula, toys, and baby clothes from abroad.

Statistics from Mia.com platforms

Users from first-and second-tier cities are more willing to spend on:

• comfortable underwear
• snacks
• intelligent home appliances

Users living in third-to fifth-tier cities are more willing to spend on:

• women’s apparel
• latex pillows
• juice extractors
• other homegrown products

Muyingzhijia

Muyingzhijia is an independent online retailer of baby merchandise which offers over 10,000 products from well-known foreign brands, including Pampers and Pigeon.

Beibei

Beibei was founded in 2014, Beibei is a similar maternal-infant eCommerce merchandise site that offers discounted sales of all kinds of products for infants and parents. Famous brands are on this platform like the Chinese brand Home baby and the US brands Huggies and Pampers.

Content-driven Social e-commerce platform focusing on the Mother & Baby industry

Xiaohongshu (Little Red Book) specialized in Mother and Baby care products

Little Red Book, also known as Xiaohongshu or RED, is a Chinese social e-commerce platform launched in June 2013. Currently, It has 85 million monthly active users.

Xiaohongshu is particularly special among all social media channels because it combined e-commerce functions and because its users are a specific target market (86.1% of users are females, 83.7% are under 35 years old, and 62.5% live in 1st- and 2nd- tier cities).

Xiaohongshu features:

• It is considered reliable by Chinese users for quality content
• It focuses heavily on building trust and reliability rewarding users for posting suggestions and advice to followers.
• KOLs and live streaming play a fundamental role in this platform
• On it, users can share content, review products, and buy items.

Why is Little red book useful for brands?

• Specific target
• Increase reputation
• Increase brand awareness and loyalty through quality content
• Engage new followers and consolidate existing ones
• Leverage sales through its e-commerce platform

Babytree.com

Babytree is the country’s largest online parenting site.

In 2018 Babytree reached a strategic cooperation agreement with Alibaba on e-commerce to improve its consumer services for Chinese families further. Its average monthly active users reached 156.3 million in the first half of 2019, an increase of 21.5%, compared to a year ago.

Another famous platform is Mama.cn which is very similar to Babytree.com.

Beyond Tmall or JD, it is also essential to explore partnerships with targeted Mother & Baby product platforms such as Babytree, Mia.com, and Mama.cn because, in addition to being eCommerce platforms, they are also communities where mothers share information and seek recommendations.

Cross-border eCommerce platforms

Foreign entities that do not wish to establish a physical presence in China can also choose to supply their products through cross-border eCommerce channels.

Through cross-border, companies can sell their products directly to Chinese buyers by sending them from their country of origin.

With cross-border eCommerce, foreign products can be sold without having to face the long and complex authorization procedure with the competent local authorities, which is mandatory for export and sale through traditional channels. Here is a list:

• Tmall Global
• JD Worldwide
• Kaola
• VIP international

How to market your products on the china baby market?

Omni-channel approach

With over 800 million internet users in China, 98% of whom connect online using a mobile device and 75% of digital purchases made on mobile devices, it is not surprising that international companies focus heavily on digital channels when entering the Chinese market.

However, a company’s offline presence is still crucial, especially in smaller cities, as parents sometimes still prefer to test children’s products and ask vendors questions.

For these reasons, companies are exploring an omnichannel approach when marketing products for mothers and china babies.

Growing Awareness & ORM

Branding is a major factor in success because Chinese consumers do not trust emerging players and products. When purchasing beauty products, Chinese consumers will look for product and brand information before making a purchase.

Most Chinese parents search for information and conduct their research online. It is therefore important to ensure a presence on online channels, creating content that makes the perception of the brand accessible and reliable.

They will mainly look for information on Baidu (the Chinese search engine), on social networks, and on e-commerce platforms.

Therefore, you should make sure that your online reputation is good and that you allow yourself to take advantage of a full market share and generate leads quickly, how? Following these steps:

1. Brands and products should appear on Baidu results
2. you should create official accounts and be active on social media
3. brand’s presence in forums, Q&A platforms

Get visibility on Baidu

Google is banned and the main search engine is Baidu. On the Chinese search engine, Baidu, more than 100 million searches related to Mother & Baby products are conducted each month.

When a brand wants to enter the Chinese digital market, it encounters resistance due to the language barrier, culture, and purchasing habits of Chinese consumers. The first problem encountered is brand awareness and search engine optimization techniques to be visible on the web.

SEO (Search engine optimization) and SEM (Search engine marketing) activities are necessary because they allow companies to improve their brand awareness and brand identity on the net.

To get visibility on Baidu you should follow some steps:

• Your website should be translated into Chinese
• To ensure fast loading, it must be hosted in China
• The website must also be adaptable to mobile phones
• Localized content marketing
• Through SEM techniques, it is possible to sponsor sites with targeted campaigns.

GMA provides SEO/ SEM on Baidu to get more exposure. We start by auditing your websites and writing reviews, and press releases to get targeted visitors interested in your products.

To be present on Social Media channels

China is the largest social media market in the world, with people increasingly addicted to these platforms. They use them to look for a place to share their opinions, ask for product advice and connect with others.

WeChat (monthly active users, 1.165 billion)

WeChat is the main Chinese social network. Born as a messaging platform, over the years it has introduced several innovative and advanced features that have made it more than a simple online chat. In addition to allowing product selection and e-commerce to be easily accessible, WeChat allows brands to establish a sense of intimacy with their users.

Today it allows users to:

• Create a circle of contacts and chat with them
• Post content or better “moments” on the bulletin board
• Stay informed about news in any area
• Make reservations (taxis, restaurants, flights, and much more)
• Use WeChat Wallet to shop online, see their balance, transfer money to other contacts, and pay via mobile
• Use QR codes to connect the digital world inside phones to real things, people, brands, and places.

It allows companies a complete CRM through:

• The ability to create WeChat official accounts (Subscription, Service)
• Interact with followers and keep them updated on brand new
• Mini-programs, are small apps inside the WeChat system that cover various functions, such as e-commerce, games, and much more.
• WeChat pays to pay for everything with this app
• WeChat advertising (WeChat moment ads, WeChat account promotion, WeChat mini program ads, WeChat article banner ads).

For example, Leyou, a popular Chinese baby care company, utilizes interesting and humorous blog articles offering knowledge and advice on taking care of babies, demonstrating how brands may utilize WeChat as an effective marketing platform for the mother and baby market.

In the same way, Johnson & Johnson’s campaign joins local health professionals to pay homage to the “silent angels” who are pediatric doctors.

Weibo (520 million monthly active users)

Weibo is the second most used social network. It can be considered as a mix of Facebook, Twitter, and Instagram, presenting itself as a microblogging platform.

Users can:

• Open personal accounts
• Follow accounts and be followed by other users
• Publish textual and visual content
• Stay updated on the latest news by following the so-called “hot topics”
• Watch live streaming

It also allows companies to create a verified brand profile and:

• Communicate to the masses, as it is a one-to-many platform
• Increase their brand awareness
• Convert users into customers
• Retaining those already acquired
• Collaborate with KOL to increase recommendations through word of mouth
• Weibo advertising (Display ads, search promotion, fans headline, fans tunnel)

Xiaohongshu (85 million monthly active users)

Little Red Book, or Xiaohongshu in Chinese, is a perfect mix between a social network and cross-border eCommerce. It is especially suitable for Fashion, Luxury & Lifestyle Brands.

In addition to creating networks of contacts and publishing content, it is in fact possible to directly purchase the products shown on the screen through the practical “link-to-buy”.

Opportunities for brands:

• Open an Official Account to sell products cross-border
• Easy interaction with customers because it is also a social media
• Logistics, customer service, and marketing support are provided for the brands account
• In-app advertisement
• To promote themselves on the App, brands can also collaborate with KOLs increasing the credibility and desirability of companies. In addition, they also have a strong power over brand awareness
• Cosmetics are the top industry utilizing KOLs on this platform

Mother & Baby KOLs

Apart from having a verified branded presence on Chinese social platforms, it is also crucial to involve influencers or KOLs that can endorse a brand. Engaging with KOLs in the Chinese digital ecosystem is very functional to attract Chinese consumers as KOLs are more reliable.

With multiple brands trying to attract Chinese consumers, Chinese parents are more selective about which brands they choose and heavily rely on word-of-mouth recommendations from friends and KOLs.

Aside from celebrity influencers such as KOLs (Key Opinion Leaders), brands can also consider working in partnerships with experts such as nutritionists and educators.

For example, Nicomama (年糕妈妈) has over 16 million followers in total across various online platforms, with 2 million followers on Weibo.

Q&A platform Zhihu (Monthly active users 34 million)

Baby-related questions have gained attention on the Chinese platform Zhihu. Community members have written extensive articles on certain popular topics, such as baby formula and diapers.

Zhihu is a Chinese question-and-answer site like Quora. On Zhihu, questions are created, answered, edited, and organized by its users. In Classical Chinese, “Zhihu” means “Do you know.”

Thanks to additional functions developed by Zhihu, users can also:

• Write articles
• Participate in discussions
• Read e-magazines containing the best answers related to certain industries
• Give an online presentation about a specific topic
• Interact with an audience in real-time

Promote your Baby care brand on Zhihu with the following methods:

• Q&A Campaigns (Answering questions, brands can establish a relationship with users and build their reputation this way. It allows them to promote themselves and introduce their products)
• KOL Endorsements enhance a brand’s image and reputation (brands can invite experts or key opinion leaders to answer questions for them. Answering questions on Zhihu allows them to showcase their expertise and connect with both industry experts and general users)
• Zhihu Live (it allows brands to conduct online presentations on specific topics. Brands can have opportunities to provide in-depth knowledge and communicate with users in a more direct way)
• In-Depth Articles (Brands can publish long-form content to gain credibility in their industry which is highly valued by people in that industry).

Mother and baby care market in China: a great opportunity for foreign brands despite many challenges

The presence on social media and e-commerce proves to be an effective entry for foreign brands that want to enter the Chinese market.

In addition, as Chinese consumers are highly sensitive to the perceived safety of foreign brands, foreign brands should take advantage of the gap in this sector as the demand for mother and baby items continues to increase.

Do you want to know more about how to use Chinese e-commerce platforms to boost sales? Contact GMA a digital marketing agency, that specializes in the Chinese digital market.

At GMA, we specialize in helping international brands break into the Chinese market. With years of experience in digital marketing and e-commerce in China, we know what it takes to succeed in this fast-changing industry.

In this guide, you’ll learn why vodka is gaining popularity in China, which brands are leading the market, and how to position your brand for success. We’ll cover market trends, branding strategies, and online sales tactics to help you tap into this growing opportunity.

Chinese alcohol market landscape

The Chinese alcohol industry is a massive market that is seeing rapid growth. There are many different types of alcohol available in China, and the industry is increasingly competitive. Imported spirits and other alcoholic beverages from foreign brands are gaining popularity, as they are often perceived as ‘fancy’ and pricey. Chinese people like to give alcohol as a gift or treat it as something to ‘show off’ to gain Mianzi. Therefore, almost all markets, from the wine market, brandy market, and western spirits, beer, to scotch whiskey and other spirits are very profitable markets that many brands try to seize from themselves.

According to Statista, in 2022 the spirits market in China accounted for 253.10 million dollars and the market size is expected to grow 4.64% every year. In comparison, the Chinese baijiu market is seeing a significant decrease, mostly due to the bad reputation that Chinese baijiu (traditional Chinese vodka) has been getting in recent years. Although it’s still said to be one of the most consumed spirits in the world, it’s gradually making room for western spirits.

When it comes to other alcoholic drinks, the alcohol markets’ revenue accounted for almost 320 million dollars in 2022 and it’s expected to grow 5.40% every year. This revenue is the biggest in the world and the biggest segment is the spirits market. What is very important to mention when it comes to market trends for foreign spirits brands to watch out for is the size of total revenue generated through online sales, which went up to 25% in 2022. The average volume per person in 2022 in the alcoholic drinks market is almost 42l.

As you can see on the chart above, all alcoholic drinks will see significant growth in the upcoming years, but the most profitable are definitely spirits and beer. Therefore, it’s a big opportunity to enter the imported spirits market in China as soon as possible.

Status Quo of the Chinese spirits market

Although whiskey is the most popular alcoholic beverage imported into China, with whiskey sales volume growing every year, vodka has great potential. China is not a traditional consumer of vodka. Vodka sales are still far behind those of Chinese Baijiu. But a new generation of consumers (the 80’s and 90’s generation) is emerging. The Chinese are increasingly fond of the western lifestyle and consumer habits are evolving quite fast, resulting in a bigger interest in imported spirits.

Nowadays, due to online sales channels and better foreign brand recognition, many high-income consumers from the ’80s and ’90s generation turn to foreign liquors and imported spirits when they want to have a drink or give someone a gift. Night clubs selling foreign alcoholic beverages, especially in first-tier cities are also gaining popularity among many Chinese consumers. As a result, vodka is getting its moment and the Chinese spirit market is growing at a fast pace, along with the import volume of foreign spirits brands.

Market share of world famous brands of vodka

.When it comes to the vodka market in China, Absolut vodka is definitely the key player, with more than half of the market based on consumption volume. The second place belongs to SKYY Vodka, with 20.6% of the spirits market share. Together with Smirnoff, Stolichnaya, Eristoff, and Grey Goose, those brands take up nearly 90% of the whole consumption level in China.

As you can see, to succeed in this concentrated market, one of the key things you will need to work on first is branding, because whoever you might ask in China, this person will probably know all of these key players. Let’s take a look at some of these spirits brands’ presence in China.

 Absolut Vodka’s successful branding story

With more than 50% of the whole consumption volume in China, the Absolut Swedish vodka brand from Pernod Ricard China has seen marvelous success in the Chinese spirits market. This is probably the first brand Chinese spirits consumers think of when it comes to drinking spirits.

Many luxury brands launched limited editions exclusively for the Chinese market, and Absolut is also one of them, which contributed to the great success of the company’s branding in the Chinese spirits market. In 2010 Absolut launched its first limited edition bottle exclusively for the China market. This new bottle, called Absolut 72, was designed by Gao Yu, a young Chinese pop art artist.

The bottle is inspired by a Chinese legend called “The Monkey King and its 72 transformations.” The Monkey King, a character from Journey to the West, one of the most-known books of all time in China, is one of the main pop-culture figures popular among all Chinese people. Sun Wukong (The Monkey King) has the power to undergo 72 transformations, hence the bottle’s name.

On the 6th of August 2010, Absolut Vodka launched an integrated campaign for Absolut 72  in China resulting in the selling of 350 000 bottles of Absolut 72 bian (transformation).

The digital campaign, developed by TBWA China was activated via Absolut.cn website. The prints for this campaign required the participation of a famous Chinese photographer called Chen Man. His work is known to be bold and it fits perfectly with the image of Absolut global communication made by TBWA.

Smirnoff – the UK representant on the Chinese spirit market

The star Vodka of the British group Diageo has enjoyed stable growth in China. In 2010, the vodka producer has acquired a majority stake in Sichuan Chengdu Quanxing Group which owns 39.7% of the Chinese baijiu brand Shui Jing Fang – the oldest manufacturer of baijiu on the market in China. Chinese baijiu represents 96% of all spirits market sales in China. The goal was to use this baijiu company as a springboard to increase the visibility of the Smirnoff brand.

Diageo has also teamed up with Shui Jing Fang to produce premium vodka in the city of Chengdu in southwest China using a combination of Russian and Chinese techniques to interest Chinese consumers and boost spirits sales. Paying tribute to the golden age of China during the 1930s, the vodka was named “Shanghai White.”

Shanghai White is produced in the distillery of Shui Jing Fang company in Chengdu. It is distilled four times over a period of six months before being bottled and sold at a retail price of $60.

Although the launch of Shanghai White was described as global, so far this vodka is only available in a few places in Hong Kong, Beijing, and Shanghai, but the demand is growing.

Smirnoff is sold primarily in the best night clubs and bars in major Chinese cities like Shanghai, Guangzhou, and Beijing, where the demand for western spirits is higher than in smaller cities. Smirnoff is mostly sold in the best expatriate bars and clubs in major Chinese cities like Shanghai, Guangzhou, and Beijing. Its positioning is clearly of a brand for clubbing as you can see with events like the “vodka experience shanghai” launched in 2005.

The rise of upscale brands of vodka in China

New brands of high-end vodka seized the specificities of many consumers in China. To understand the potential of the spirits market, it would be best to spend one party night with Chinese people to see how they treat this alcoholic beverage, especially young people. In China, vodka is drunk in mixed groups and served with different color blends and new flavors to bring light to the table and ‘give a face’ to people around. 

When it comes to the promotion of alcoholic beverages, especially imported spirits in China, promoting them by highlighting the quality or talking only about their origin won’t win you the market. Chinese consumers often buy vodka to show off in front of their friends, especially if its’ a well-known foreign spirits brand that is expensive in the Chinese spirits market. The best practice to attract Chinese consumers, especially young consumers scrolling e-commerce platforms is to promote the luxury and purity of your product.

Let’s take a look at some of the upscale vodka brands starting to grow on the market in China:

F Vodka: The Vodka made by Fashion TV wants to Conquer the Chinese Market

With its title “The elixir of Fashion”, F Vodka positions itself as a luxury brand for high-end consumers. With a very luxurious-looking bottle, with words such as ‘imported’ or ‘luxury collection’, the Polish vodka brand is targeting fashionistas, stylists, influencers, and all young consumers fond of western spirits, that prefer alcohol from other countries rather than Chinese baijiu.

Launched in 2010 by Michel Adam, President of the Fashion TV station, F vodka is conquering the spirits market in China on multiple sales channels.

Since 2011 F vodka was distributed in the Dragon-i bar in Hong Kong. But this year fashion TV bars and clubs are to be opened in other major Chinese cities. Nowadays F vodka sells in expatriates bars and clubs like Mint or Bar Rouge in Shanghai, which are among the most popular nightclubs in the country. Although the import volume is not nearly as impressive as the key players’ one, F Vodka already has its fans and among party enthusiasts in Chinese big cities.

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The event in True Color Club, Guangzhou

Ice Fox Vodka fighting for upper-class Chinese consumers

Ice Fox Vodka quickly ranked among the top-end vodkas in China. The design of the bottle helped Ice Fox Vodka to stand out from the competition. Unlike F Vodka, which keeps a strict “jet set” communication, Ice Fox Vodka’s communication is way more subtle. 

Since vodka is gaining more popularity on the spirits market in China, many western spirits brands are trying to win the Chinese young consumers from the upper class. As they follow e-commerce platforms and search for inspiration from outside of China, they tend to turn to western lifestyle patterns.

Nowadays, Chinese consumers are gaining more knowledge and interest in vodka and other spirits’ tastes and aromatic notes (whiskey and brandy market are also having momentum in China), Ice Fox Vodka fills the need for premium vodka in the Chinese market.

How to sell vodka to Chinese consumers?

The most important thing to take into consideration while entering the Chinese spirits market is that more than 55% of alcohol sales are generated online. With the wide selection of e-commerce platforms available in China, consumers prefer to search for spirits, especially imported ones, online rather than in alcohol stores with fewer available options to select from. There they can check the opinions about a new whiskey they saw on Tmall or see which local spirit is their favorite influencer promoting.

Therefore, focusing on your online marketing strategy is the key to success in the Chinese market. Especially now, since Chinese people still can’t travel and bring back alcohol from their trips, they turn to online marketplaces rather than alcohol stores to buy imported spirits in China.

There are several things to consider if you want your vodka brand to be successful in China:

Branding is the way to go, especially for premium vodkas

As you could see especially in the example of Absolut and Smirnoff, excellent branding brought both of these companies success. After reading this article you probably got the idea why Chinese people prefer to buy foreign vodka brands rather than Chinese ones; they help them show off, and show their status to their friends. Therefore, you need to do everything you can to make your name known in China. Do a competition analysis, and check what companies do to stand out. And after that you can start by;

Baidu SEO and a Chinese Website

Baidu is the equivalent of Google, it’s the biggest search engine in China, with a market share of over 70%. It means, that if someone is looking for specific alcohol or wants to check a foreign company, they will type the brand’s name on the Baidu search page. Because of that, it’s very important to have a Chinese website in the Chinese language that has a well-done SEO strategy for Baidu.

If a Chinese person will be willing to check your brand and will find your Chinese website positioned especially for them, you can be sure that they will stay on that website and get interested in your content and products.

PR and e-Reputation

Chinese website is also a great help with it comes to branding and China public relations. E-reputation is especially important when it comes to spirits, as there were already quite a few scandals including local brands. Chinese people rely on recommendations and opinions, so you need to make sure that all the comments about your brand on Baidu, Chinese marketplaces or social media e-commerce platforms are positive.

Keeping a good image of your brand is not easy, especially because of the number of platforms and marketplaces that Chinese people use on daily basis. Don’t hesitate to hire a marketing agency that will help you gain and maintain good e-reputation in China.

Social media visibility

Although having a website in China is crucial, nothing will gain you visibility and brand awareness as well as social media platforms in China. WeChat, the most popular app in the Middle Kingdom, has 1.26 billion active monthly users, which is basically the whole Internet population of China. Therefore, your presence on this platform can’t be omitted.

WeChat offers a lot of features for any business to gain customers’ trust and boost sales. If you want to sell in China, one of the most important things to do is to start a WeChat Official Account of your brand. With a public account, that works like a website within the platform, you will be able to send weekly newsletters to your customers and inform them about all special deals, new products, and so on. You can check the big players on the market, like Pernod Ricard China (selling Absolut), and how they manage their official accounts for reference.

WeChat also allows brands to set their own stores within the platform in so-called mini-programs, which are little apps inside WeChat. WeChat stores are extremely popular and more than 95% of e-commerce brands already have a store on WeChat. It’s also a very cost-effective way to sell goods in China, as it’s way cheaper than entering big marketplaces like Tmall Global, JD, or Kaola.

Apart from WeChat, there are other platforms that are useful for gaining visibility for your business. Don’t hesitate to open an official page on Weibo, which is the equivalent of Facebook, or on Little Red Book (the equivalent of Instagram and Pinterest). Those are the platforms that Chinese internet users scroll every day, looking for recommendations and inspiration.

Make use of Chinese influencers

KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) are Chinese influencers, that can help you gain visibility and brand awareness across Chinese social media platforms. KOLs are influencers and celebrities with huge fan bases reaching millions of followers, while KOCs are smaller influencers with smaller but sometimes even more engaged follower groups. They are everyday consumers that show products that they use.

Chinese influencers have engaged audiences of people that trust their judgment. With a well-tailored influencer campaign, you can gain thousands of followers that will turn into consumers in a short period of time, increasing your brand reputation and sales volume.

Conclusion: win the Chinese internet audience to sell vodka in China

Chinese alcohol market is growing and the vodka market is one of the ones with the biggest potential for foreign brands. Imported spirits and premium vodkas are more and more popular among Chinese consumers, that want to spend money on high-quality imported alcohol, like Swedish whiskey or Polish traditional vodka. They order more western alcohol in bars and night clubs, and they order imported spirits online for gifts or to impress their friends.

If you want to start selling vodka in China, it’s important to first understand how the Chinese internet audience thinks and behaves. By considering cultural differences and adapting your marketing strategy accordingly, you can successfully reach this lucrative market segment and increase sales.

Need help with entering the vodka market China?

If you’d like to start selling vodka or other spirits in China but don’t know where to start, we are here to help. We have experience working in alcohol brands and we can help you with everything, for you to start selling your products in China. From explaining Chinese government requirements, through building a Chinese website to working with influencers, we are here to help launch your vodka brand in China.

We are specialists in:

E-REPUTATION

Primordial before launching, we work together on your unique selling point, then on the social networks, and with the help of PR, we make sure that your business image on the networks is totally clean and reliable for the Chinese users.

BAIDU SEO

Search Engine Optimization of your website will be essential, our team of specialists will take care of your e-reputation, and the management of your social networks while setting up an SEO / SEM campaign allowing you to gain places in the ranking of the Baidu Chinese search engine and increase your sales.

LEAD GENERATION

Our teams are professionals in lead generation. To optimize it, your e-reputation must be irreproachable. Investing in online advertising and creating quality content will help you develop your e-reputation. Finally, the evaluation of the results will be important to guide us in the next stages of your development.

DIGITAL SOLUTIONS

Website creation, development, and audit; social media marketing (including WeChat & Weibo); PR; monthly reports and analyzes by our team of experts.

Leave us a comment or contact us to discuss your project!

As the world’s largest producer and consumer of industrial equipment, China offers immense opportunities. However, fierce competition, complex regulations, and shifting buyer preferences make market entry a challenge. Success requires more than just having a great product—it demands the right strategy.

At GMA, we specialize in helping foreign businesses navigate the Chinese market. With years of experience in B2B marketing and lead generation, we know what works.

In this guide, you’ll discover key industry trends, effective marketing tactics, and proven strategies to attract Chinese industrial buyers.

China Machinery Market overview

China’s Construction Equipment Market is expected to experience a growth of 4.8% in the span of 2020 – 2025. China along with being the largest manufacturer of construction equipment globally is also the largest market for construction machinery in the world. The consequent interest in this sector is mainly due to the increase of rural construction activities, urbanization, and the rise in public-private partnerships.

Moreover, China also has one of the world’s best construction machinery supply chains, with all parts of the supply chain being located in China. The increasing focus on infrastructure and the development of automation in the construction and manufacturing processes had a significant impact on the market expansion. Furthermore, the road construction machinery market has recently witnessed a substantial increase in the road improvement programs such as the Belt and Road Initiative.

Renting and leasing of construction machinery is on the rise. Buying new equipment involves high cost, maintenance, and storage-related issues. Renting is becoming a viable possibility for newer businesses as well. In fact, for short-term construction applications, renting machinery has been preferable to an original purchase among construction contractors.

China Machinery Sector: Key Market trends

Growing Demand for Second-Hand Machines

China is one of the largest manufacturing countries and consumers of building construction equipment globally. However, industry earnings are expected to rise to annualized 1.5% as it has been doing over the past five years till 2019.

However since 2012, spending in China surpassed those of the US, nonetheless, it is important to note that the demand for construction equipment has decreased in China, creating an excess of both unused and used construction equipment.

Low demand from the construction industry has resulted in generating low income, especially concerning major companies. The competition inherent to the market has also been very intense, which pushed the major equipment manufacturers to lower the prices of their equipment in order to attract more consumers.

Consequently, the used equipment is gradually becoming more popular, for the reason that used equipment is generally sold in good condition and at substantially affordable rates. A significant economic obstacle in shipping costs, unfavorable exchange rates, and heavy import taxes on new equipment can cost a lot more, resulting in companies being reluctant to buy new equipment. This can be a challenge, especially for upcoming business and local players.

The second-hand market also seems to offer a wider range of choice, regarding machine types, models, and manufacturers, but also it offers more pricing options. Allowing for the waiting period between purchasing the equipment and the actual delivery to be avoided.

China Growing Investment in the construction industry

The world’s major construction machinery makers have been setting up factories and joint ventures in China. Also, regarding the restrictions on foreign investments, high-end hotels, office buildings, international exhibition centers, and the construction and operation of large theme parks have been lifted. This has been done in order to expect to increase the demand for construction equipment in the country, thus driving the construction equipment market.

The Belt and Road Initiative mentioned above is expected to create increased demand for construction equipment. The Belt and Road Initiative (BRI)*, the most recent flagship project of China, has resulted in a significant increase in demand for construction equipment in the country. Although all the construction projects are executed overseas, the machinery is purchased and shipped from China as the government offers to reduce taxes to construction companies that buy the equipment for participating in the BRI*. Kobelco, Tadano, Caterpillar, and Liebherr have been working in increasing their presence in the country, as they anticipate massive demand from the country’s flagship BRI*.

As a result, major companies have been establishing manufacturing factories in different parts of China in order to capitalize on the increasing demand for construction machinery. Although the country’s competitive situation is intense, many global players are competing with local construction machinery manufacturers to increase their share in the market.

Industry Equipment in China: a Competitive Landscape

China Construction Equipment Market is consolidated with existing players such as Kobelco, Tadano, Caterpillar, and Liebherr, who captured the significant market share in 2019. The market is also dominated by local players such as Sany, XCMG, Zoomlion, etc…

Since numerous international and regional players characterize the construction machinery market, construction manufacturers are trying to gain an advantage over their competitors by making joint-ventures, partnerships, and launching new products with advanced technology.

The Machine tools segment in China

While China continues to import premium tools from developed countries in the near term, the government is keen to raise the localization rate of Chinese mid-range and high-end computer numerical control (CNC)* machine tools to 80 percent by 2020.

CNC machining involves the use of computers to control machine tools in the manufacturing process. It facilitates the efficiency of China’s strategic industries, such as aerospace, telecommunications, and shipbuilding industries.

China is the largest producer, consumer, and importer of machine tools in the world.  China’s imports of machine tools reached 8.74 billion U.S in 2017 most of which are CNC* machinery and core components from Germany, Italy, Japan, and South Korea. Presently less than 20 Chinese companies can manufacture CNC machine tools. Many municipal governments in China have released policies to encourage R&D (Research and development) investments in the sector as well as to compete with key local enterprises, such as Shenyang Machine Tools, China’s largest machine tools manufacturer.

Agricultural machinery

China has a plan to produce 90% of its farming equipment and plans to hold a 60% share in the global high-end agricultural machinery market by 2025. China sees the adoption of advanced technologies and methods as crucial to enhance farming activity and gain environmental protection.

Nevertheless, these ambitions appear to be stretched as China only produces 15% of the agricultural machinery’s global production and is heavily reliant on the import of high-end farming equipment. The Chinese government has thus issued subsidy policies to promote farm mechanization.

These policies have been issued in order to encourage farmers to use high-end equipment, such as tractors, combine harvesters, and cotton pickers. Both Chinese manufactures and non-Chinese brands that manufacture in China are eligible for the subsidy plan.

In addition, the technologies of mechanized planting, such as vertical axis harvesting machinery, and others are also priority growth sectors for China.

Market access barriers for foreign companies in China

Since China’s entry into the WTO, the country’s machinery sector has been open to foreign investments, though subject to certain restrictions ;

• For instance, the Chinese government imposes a number of ownership restrictions on power generation equipment manufacturers. Foreign companies can only enter the sector by establishing joint-ventures with local partners.
• Some sectors also require more than 50% Chinese ownership, such as in the manufacture of electric machinery and equipment.

Under increased international pressure, China is likely to ease ownership limits on foreign joint-ventures in strategic sectors. Foreign machinery manufacturers should, in turn, develop proper protection strategies in order to prevent illegal copying or distribution of their products.

A large demand for technology transfers in China

As stated above, China has a huge demand for technology transfers from developed countries in the high-end machinery industry.

Major and leading foreign machinery manufacturers can make use of these opportunities to export, both, equipment, and expertise that is urgently-needed by China. The Chinese government is offering financial and tax incentives for introducing advanced technologies from developed countries.

For instance, China has exempted import duties and related value-added tax (VAT) for the import of key R&D equipment, raw materials, and components.

However to enter the Chinese market, foreign companies must find chinese distribution partners.

Machinery Market: Lead Generation in China

If the classic way to go for lead generation in the machinery market is partaking in fairs and exhibitions it is not necessarily the most efficient. Why is that?

Well, it is quite expensive to join fairs but while you’ve spent a lot of money for the right to exhibit, your stall, your flyer, the traveling costs, and so on. And will all that money spent, you still have not done any work prior to work on your reputation and visibility in your target market aka China.

Prepare ahead for machinery exhibition in China

Make one stone two birds by working on your Online reputation ahead of any fairs you want to join. Not only working on your online reputation means the visibility you’ll get during the fair won’t be wasted (potential customers can find you online after the fair) but that also means that customers can find you at any time online.

In B2B, More visibility means better Conversion Rate

The other benefit of a strong online presence is an increase in your conversion rate. The reason is simple, the more positive online presence you are the more legit and trustworthy your company looks in the eyes of the customers.

Eventually, after seeing thirds parties referring to you, and be reminded of your existence consistently, customers will turn to you when needed.

Tools to build Online reputation in China

• A website in Chinese combined with a strong Baidu SEO effort. Organic results are always more qualitative than paid ads.
• Paid ads combined with SEO are great to drive initial traffic to your website.
• Press releases, forums, and Q&A are the base ingredient of a strong online reputation. Keep in mind that having third parties recommendations is always more powerful than self-promotion.

Chinese people prefer to find information about you on their own; They will not only be looking for your website but also for third-parties channel recommendation.

Keep in mind: A single machine is responsible for the whole production process. It’s their investment, so they want to make sure they get a good value for money and buy from a reputable manufacturer, be it a foreign producer or the local one. They go to Chinese portals specializing in automation and trends to get more recommendations from the publications. It is a good idea that they find out you are mentioned at least a few times there.

Nurture your existing Leads with Chinese Social Media

Even though you will attract loads of leads if you follow the above mentioned steps, not all of them have been having this intention to buy an automated machine right now. Maybe they will do it in a few months or later. Or they don’t plan anything at all yet but you can have an influence.

The key to staying present in your potential client’s life is reminding him about yourself regularly. Otherwise once he really set his mind on buying that automated machine he might search again and find someone else.

WeChat Marketing

• An official account is a must here to attract relevant followers
• Keep digital hand-out material (H5 e-brochure) for clear introduction purpose;
• Use newsletters to inform your followers about everything related to automated machines;
• Keep your content up-to-date;
• Use it for customer support.

Use Weibo

Weibo has fewer users than WeChat, but it has similar functions to Facebook and offers good opportunities to spread your information and engage more people, make more of them follow you. Weibo is actually a great place to share information massively and rank the content on Baidu without too much effort if it gets enough engagement.

Retargeting is your friend

Re-targeting is an important step to get in touch with the professionals who never contacted you and never followed your accounts. However, maybe they got on your website and put you on their list to check later or whatever. You can follow them and remind them about yourself with special tools that are invisibly placed on your website and then track your visitor’s behavior and place ads about you while he browses the pages. This is effective and will make him sooner or later contact you because it gives an impression you are omnipresent in the Chinese market of automated machines.

Start promoting your machines in China with us

Let have a chat over a coffee about your opportunities and option in China.

If you’re looking to do business in China, your website must be optimized for Chinese consumers and search engines like Baidu. From language and design to mobile responsiveness and payment options, every detail matters.

Our Chinese webdesign agency (GMA) has over a decade of experience helping global brands enter the Chinese market through digital channels. Our expertise in web design, SEO, and digital strategy ensures your site is built for success.

In this guide, you’ll learn how to create a website tailored for China—one that ranks well on Baidu, engages users, and drives conversions. Including:

1. Chinese Language
2. Graphic chart
3. Live chat & contact info & payment option
4. Mobile Optimization
5. On-site optimization for Baidu

1. In China, you need a website in Chinese Mandarin to rank in the Baidu search engine

This is probably the most important thing to remember while creating a website in China. Chinese people primarily speak Mandarin Chinese and Mainland China uses simplified Chinese to write and read. Even people in Hong Kong, Macau, or Taiwan, that use the traditional writing system, will still understand your website if you use Mandarin Chinese.

Moreover, Baidu, China’s number 1 search engine only supports websites in Mandarin Chinese and will always favor them over foreign websites.

Reminder as to why the Chinese language is key in China

You wouldn’t want to enter the French market with an English-language website and expect results, so why do it in China?

Don’t bother with an English-language website if you want to sell in China. Most visitors will simply close the page as soon as they see that it’s not written in Mandarin, and then look on other sites to do online shopping. For instance, let’s say you are looking for perfume and wind up on a Chinese website with no English language options what would happen? You would most likely close the webpage unable to read the content or think it is an eCommerce website for Chinese consumers, therefore not for you.

In the B2B industry, you’ll have slightly more success with a website in English, but keep in mind that many decision-makers across China don’t understand English well enough and would rather read about your services/products in their native language.

Content Localization for China

Not only does your content has to be in Chinese but it also has to be localized. It means that simply translating your content won’t be enough to break through and convince your Chinese visitors. You may need to tweak your content a bit, create a new one more adapted to your new target audience and ditch some other that is not appropriate for Chinese customers or Chinese laws and regulations for instance (remember that the Chinese internet is censored by Great Firewall).

On top of that, the more localized & precise your content is, the best chances you’ll have to be indexed on your chosen keyword on the Baidu search engine. Remember, Baidu only exists in Chinese and its algorithm has become super precise and specialized in Chinese Mandarin, making it crucial to master the language if you want any chances to rank at all.

2. Follow a graphic chart & UX design that appeals to Chinese netizens

Chinese people generally like more colorful websites with a lot of graphics and pop-ups, opposite to minimalistic designs popular in the West. The site should be practical, with all the important pages and sites available to the visitors’ eyes. And never forget about featuring your social media and other contact info in a visible place on the homepage.

Chinese typography web design rules

In order to guarantee the visibility of Chinese characters on websites, it is indispensable to use a font of at least 12 px because there is no space between the characters. Why?

The Chinese characters are divided into strokes but the number of them can vary between 1 and 60 strokes. It can quickly become unreadable if the font is too small or too intricate.

The Layout of a Chinese website is not cluttered but tailored to the Chinese language & culture

Chinese Websites and Internal Links

In the early stage of the Internet, search bars were not so well adapted to the Chinese language, the way to go around was to add as many links as possible to guide visitors through many levels of content. Although the search bar has evolved quite a bit, the habits are now ingrained. In short, web pages are designed for clicking instead of searching.

Newer sites are trying to stray away from this system to make it easier for their users, however, as you can see in the picture of a major Chinese website below (or above on the ICBC Website both desktop and mobile version), the fight for fewer links is not over.

Complex layout & menu

Chinese readers are also used to complex “architecture” through their writing system, and what looks complex to you looks very natural to Chinese users (you can actually find similar website buildings in Japan).

The filling of white space on the website reflates the Chinese urban landscape quite well as well where each inch of space has a purpose. White spaces are not necessarily seen negatively (although it could be seen as your company has not much to show) but as a waste of opportunity. Instead of being blank, a site can feature important information.

In China, less is definitely not more, if you do not believe me, visit some of their most popular websites to see for yourself.

Chinese users care about the features, usability, and user experience of the site and not about how the site’s layout looks. Some may not like this busy layout, but that is what all major websites and eCommerce (Tmall/JD) platforms use in China.

These platforms are so big, that they do and undo China UX rules. The good news for those of you that prefer minimalistic design is that Tmall and JD seem to be moving away from the ultra-cluttered layout for a more breathing design.

3. Live chat & contact info & payment option for online shopping

Website in China is rarely the place where consumers will convert but more an obligatory passage to check the authenticity of your brand/company and/or get the necessary information to go further into the potential transaction.

Having a live chat available is something we suggest for any business with a website in China. Chinese consumers appreciate getting instant answers to their questions. In fact, they are used to it, I would almost dare say spoiled by the biggest platforms that all offer instant messaging services to their users. Getting a live chat function on your website in China is a game-changer and can often make the difference between winning a customer or losing the attention of a visitor.

In the same vein, have your contact information visible and easy to access. Your website in China will most time be an intermediate step in your customer’s journey.

Visitors will expect to find contact info such as your company address and phone number, as well as your WeChat account (and other Chinese social media). There is no point in linking your site to Facebook or Twitter, as in China those services are blocked by Great Firewall.

If you have a shop or sell services directly through your site (additionally a WeChat mini-program would be preferable) make sure to have your customers favored methods of payment available: WeChat pay and Alipay. This will smoothen the transaction and make visitors less reluctant to convert.

4. A mobile-friendly website is a must

The vast majority of Chinese scroll the net on their phones and if your website in China is not optimized for smartphone usage, you will be losing a significant part of the business.

Obviously, if you are doing B2B, and most leads contact you through desktop then the loss won’t be as terrible but keep in mind that just like Google, Baidu now favors mobile-friendly sites. When you design your website in China, just have done well, offering services for both desktop and mobile devices users.

5. You need a China Internet-compatible website

Many of our clients ask us to simply translate their website and create a subdomain (often cn.com) so they can keep everything in the same place. And we understand why they do not want to spend resources on designing a new website just for China. However, most time it doesn’t work and the reason is simple, your global website is built using an API that is blocked in China.

There is a simpler solution to designing a whole new website. Make a copy of your existing website, migrate it to a server in China (or close to China, preferably Hong Kong), and modify the copy to make it work with China’s internet regulations. Don’t worry, each foreign API that is blocked here, all have a Chinese alternative!

Loading Speed Optimization

1. CDN: CDN stands for Content Delivery Network. It’s a set of web servers deployed throughout the world, all pointed at one site that helps deliver content very quickly and increase download speed for anyone no matter where they are in the world.
2. You could also have a website Hosted in China or a nearby place (Hong Kong, Singapore, Japan). The only “downside” with hosting your website in China, is that you need an ICP license that is only obtainable for companies registered in China. But it would get you a .cn domain.

Avoid Blocked Elements such as Google API

This one seems pretty straightforward but if we refer to the number of people contacting to simply duplicate their global website into Chinese and publish it as it is for the Chinese market, it appears it is not. Google is blocked in China, and so are Google API and many other Western developer tools that you are used to in your country.

To give you a few examples, you’ll have to find alternatives to:

• G-Query
• Google Font
• Google Map
• Gmail
• Youtube Videos and many more

Not only avoiding using any blocked content in China will make sure that your website does not appear broken to your visitors but will also help with loading speed.

We can also mention tracking tools – although this won’t impact your website loading speed, not being to track properly your traffic, for instance, can be an issue.

Need to build a responsive website for China?

Contact us, we have solutions for you! We’ve assisted hundreds of companies in designing whole new sites, localizing their website to be more appealing to China users, or even just simply migrating servers or registering for an ICP License.

We offer web-design services and translation services for your website in China, as well as whole marketing strategies to enter the Chinese market. With over 10 years of experience and more than 1000 satisfied customers, we can assure you that we will take the best care of your brand in China.

Here are our web-design services:

And one of your websites in China case studies:

Don’t hesitate to leave us a comment or contact us to discuss your project in China!

Luxury brands worldwide are competing for a share of China’s luxury market. But while many struggle, Louis Vuitton stands out as a leader. What’s their secret?

At Gentlemen Marketing Agency (GMA) we’re helping luxury brands emulate how Louis Vuitton has built a powerful presence in China. Their strategy is a masterclass in brand positioning, digital marketing, and consumer engagement.

In this article, you’ll discover how Louis Vuitton grew its influence in China—through smart store expansion, tailored marketing, and a deep understanding of local consumers.

Key Takeaways

• Louis Vuitton is a big hit in China. They have lots of stores and plan to open even more.
• Young Chinese people love this brand! They like the fancy look and top quality.
• The brand uses clever ways to sell its goods. This includes fun ads, social media chats, and partnering with popular stars.
• Prices for their items are going up in China but people still buy them!
• Even though other brands are there too, Louis Vuitton stays at the top by knowing what customers want.

Brief History of Louis Vuitton

Louis Vuitton first set up shop in 1854. He started his work as a trunk-maker in Paris. His unique and high-quality trunks caught the attention of people all over the city. This helped him turn Louis Vuitton into a respected brand name.

Then, his son Georges Vuitton took the company to new heights during his time leading it. In 1918, they made their big move outside France and opened their store in Japan. They kept growing strong for many years after that too! The year 1992 was an important one because this is when LV came to China’s market.

Now, people know them as “LV” in China and love them for their style!

Importance of the Chinese Market for Luxury Brands

China is the big jackpot for luxury brands like Louis Vuitton. Here’s why: growth chances are high in this market. Many young Chinese people love designer labels such as ours. Owning our items lifts their status in society, it’s a win-win! Now here’s an eye-opener.

Using elements from China in design and marketing works wonders for us here too! Relationships with shoppers increase sales and make more money for the brand. Fact check: Experts say that Chinese luxury spending will grow 7% each year! So, it’s clear to see how important smart advertising can be when selling top-tier goods like ours in China.

Through great ideas, we could thrive better than others out there.

Louis Vuitton’s Presence in China

Over time, Louis Vuitton has significantly expanded its presence in China by opening more stores in major cities. The brand strategically raised its prices in the Chinese market as a business tactic to further defy its luxury status.

The brand precisely tailored its products for young Chinese consumers, which allows it to stand out amongst other competitive luxury brands. Lastly, the enduring popularity and excellent positioning of Louis Vuitton have highly contributed to its large share in China’s booming luxury fashion market.

Expansion of Stores in China

Louis Vuitton is growing big in China. Here is how:

• The brand started out in five-star hotels like the Peninsula in Beijing and the Hilton in Chengdu.
• It then moved on to open more shops in city spaces.
• Now, it has locations all over China’s big cities.
• Each store offers high-end goods for shoppers looking for quality.
• The prices are higher here than in other places.
• But that didn’t stop the consumers from shopping, showing their love for luxury fashion.
• The brand also plans to grow even bigger with a new kind of store – the duty-free shop.
• This first one may be on Hainan island, which is famous for tourism.

Opening of New Locations in Major Cities

I’ve been tracking Louis Vuitton’s growth across China. Let me share it with you.

1. Back in 2015, they opened a grand site. Making their mark in Beijing, they set up a Maison at China World Mall on February 5.
2. Fast forward to 2022, and even more locations showed up. One is at Taiyang Taikoo Li in Chengdu and the other stands tall at The Mixc in Fuzhou.
3. Not to forget, Chengdu didn’t just get a store. A bonus came – Louis Vuitton’s very first restaurant in China was added here!
4. Right in the heart of Sino-Ocean Taikoo Li shopping mall sits the restaurant. It’s housed within the freshly-opened Louis Vuitton Chengdu Maison, adding to its pull for customers.
5. But wait, Chengdu isn’t carrying all milestone moments alone! Over at Plaza 66 center in Shanghai rises Louis Vuitton’s biggest Chinese flagship store yet.

What makes this expansion exciting? Well, consider this fact: Chinese consumers love Louis Vuitton! They’re now the largest customer base ever! It promises so much ahead as we watch Yue Taiyang Taikoo Li turn into a favorite spot for fashion folks on their travels.

Increase in Prices in China

Louis Vuitton is adding more cost to its goods in China. They plan a big price jump of up to 20% soon. The prices are shooting up fast too. In the past year, costs went up by 4%.

You may wonder why Louis Vuitton’s goods cost much more in Shanghai than in Paris! Goods are about 35% pricier there, but many people still buy them.

Online, people search to know when the next price increase will come. Despite high costs and more expected rises, Chinese consumers still want these luxury goods.

Target Demographics in China

Louis Vuitton is going after young shoppers in China. It is the number one luxury brand there because it knows its target audience well. A big part of its success comes from reading customer tastes and understanding what they want.

Youngsters in China love to shop at fancy places when traveling overseas, and Louis Vuitton often tops their list. As a result, the Chinese have become their largest customer base ever!

Customization of Products for the Chinese Market

Louis Vuitton makes special items for Chinese buyers. They create pieces that have parts of China’s story in them. This helps the brand feel closer to its fans in China. It also shows their love for Chinese arts and ideas.

Tailoring goods to fit the tastes of local people is key too. Louis Vuitton thinks about what things are popular in China before they make anything new. And, making a product just right can take time! But this means each piece ends up with its own unique flavor that fits perfectly within the culture it was made for.

Comparison with other luxury brands in China

As a marketing manager, it’s crucial to compare Louis Vuitton’s position with other luxury brands in China. Let’s take a look at some key aspects:

Clearly, each luxury brand has its unique strengths and appeal in the Chinese market. As a marketing manager, understanding these nuances can help tailor strategies to maximize brand impact and resonance with target consumers.

Cultural and Social Impact

Influence of Chinese Culture on Louis Vuitton’s Designs and Marketing

Louis Vuitton’s marketing is a great mix. It combines fashion with Chinese culture, using both in its designs and ads. The key? Young shoppers love it! They feel connected to the brand because they see elements of their own culture in its products.

Social media plays a big part as well. Louis Vuitton uses popular platforms to reach out to its customers. This way, people learn about the brand and what sets it apart from others.

Louis Vuitton uses China’s favorite platforms like Xiaohongshu, Douyin, Weibo, and WeChat. They show off new items there and talk with fans too. This helps give a secure footing in the market.

The brand is doing well in China compared to some other brands like Chanel which are hard to reach out to or find for many Chinese people.

Celebrity Endorsements and Collaborations in China

In China, they picked Gong Jun as their brand icon. He’s well-known and his star power boosts both Louis Vuitton and other big names like Armani Beauty. His fans adore him so much! They keep tabs on his every move through social media.

Sports stars also work magic for them in China. To stay ahead of the curve, they partner with top athletes. This hits a sweet spot with younger folks who admire their skills and styles.

The goal is to create more online buzz around their brand while lifting that luxury feel higher than ever before too. The mix between local celebs and sports icons works great for this!

It doesn’t end there though! It goes beyond just showing them off wearing Louis Vuitton clothes or using their products – they want fans to copy those looks at home too.

What is their next step? Taking things up a notch by making even better use of digital platforms across China! That way, they can reach out directly to key customers themselves without any interference trapped between them.

Louis Vuitton’s Pop-Up Store in Xiamen

The pop-up store in Xiamen was a significant asset in their past offline marketing endeavors from 5-12th June 2023. It played a pivotal role in engaging their audience in a unique and memorable way.

During this event, they proudly featured the exclusive “LV by the Pool” collection, specially curated to captivate Chinese travelers and fashion enthusiasts alike. This collection embodied a perfect blend of sophistication and leisure, designed to resonate with those who appreciated both luxury and relaxation.

The highlight of the past event was undoubtedly the exclusive gatherings held for their most valued customers. These private leather goods show and VIP events at the pop-up store provided an opportunity for them to personally connect with their top-tier clientele. It allowed them to be among the first to lay eyes on their latest creations, creating an aura of exclusivity and excitement.

Visitors to their temporary boutique during this limited-time event were treated to special deals and enticing offers, making their Louis Vuitton experience even more extraordinary. It was their way of expressing gratitude for their loyalty and patronage.

Perhaps the crowning moment of this past event was the fashion exhibition hosted at the exclusive shop. Here, they unveiled more of Louis Vuitton’s creative prowess, showcasing their innovations and artistry in the world of fashion. It was a glimpse into the future of style, and they were thrilled to share it with their esteemed customers.

As they reminisce about this extraordinary past event, they are reminded of the connections they forged and the experiences they created with those who share their passion for excellence in fashion. It serves as a testament to their dedication to providing unforgettable experiences and celebrating the art of fashion.

Louis Vuitton’s First Restaurant in China

Louis Vuitton opened its first restaurant in China. The Hall sits in Chengdu, China. This Louis Vuitton restaurant is inside a building over 100 years old. The eatery stands next to the new Chengdu Maison luxury store. Both take up space in Sino-Ocean Taikoo Li, a big center for mixed-use development.

You’ll find much style and history here. The vintage building adds charm to your dining experience at The Hall. So it’s more than just food; there’s an ambiance that goes along with it too!

Business Strategy: How the Restaurant Complements the Brand

I noticed Louis Vuitton is making a bold move. The brand opened its first restaurant in China, named “The Hall.” It sits in Chengdu. This city doesn’t have as many people as others do.

But the people there love to spend on nice things.

Louis Vuitton’s choice of spot adds an interesting twist. “The Hall” is tucked away inside an old city spot that once served Cantonese traders. By using a piece of history, the brand speaks with a local voice.

The dining place plays two main roles for Louis Vuitton. First, it makes buying their stuff fun and special by giving buyers something new to enjoy – great meals at “The Hall”. Even more important though, opening up so far from big cities lets them reach rich folks with money to spare who live further out.

As well as this dine-and-shop idea growing their earnings within China hugely, this also goes hand in hand with how they sell online by sparking conversations among clients around food-tasting moments on social media channels which helps boost traffic and consumer engagement across other platforms like WeChat or Little Red Book shopping apps leading eventually to increase purchases of luxury goods.

Business Strategy: Revenue and Performance Metrics

It’s worth noting that Louis Vuitton has experienced remarkable success in terms of revenue and performance in the Chinese market. In 2022, the Fashion & Leather Goods business group of Louis Vuitton recorded a significant revenue growth of 25%. Moreover, the brand’s profitability has been impressively strong, with a positive performance in recurring operations.

The data shows that Louis Vuitton’s business strategy and performance metrics in China have been successful. This information should be useful in understanding the market conditions and developing your strategies.

Challenges and Opportunities

Regulatory Hurdles and Import Duties

China has a big rule for luxury items. It says they must pay import taxes. Some goods like fancy bags have to pay 20% tax. Others, like makeup, even need to pay half of their worth in tax! Local taxes pile on top of the import ones too.

These rules can trip up high-class brands like Louis Vuitton selling in China. Even so, there is hope. The Chinese government made a new plan to make prices lower on costly things by cutting the import duties or fees that one needs to bring an item into a country not its own – also known as tariffs – that are slapped onto consumer products when they enter China from another country.

To help this along, Louis Vuitton lowered their prices in mainland China which is where Beijing and Shanghai are located. This happened around the same time that China decided itself also to cut its own set of import tariffs on incoming stuff or goods—another way it tried making sure luxury brands could offer better rates within its borders.

Now you see how major law changes and duty costs shape our business plans and pricing strategy!

Counterfeit Products and Brand Protection

Fake goods are a big problem. I’ve seen counterfeit Louis Vuitton bags in many parts of China. These knockoff products look very much like the real thing. But they steal our designs and hurt our brand image.

They also cut into their sales and harm the trust that customers have in them. This is part of an even bigger problem as $30.3 billion gets lost every year because of online fake goods trading, not only in fashion but in other areas too! A huge part of this illegal trade – around 60% to 70% – is fake luxury items, just like ours! To fight against these copycat sellers we need good brand protection methods, so people choose authentic Louis Vuitton products.

Opportunities for Further Expansion and Diversification

I see a lot of room for Louis Vuitton to grow in China. Here are some chances for more growth and change:

1. New Stores: They have successfully opened numerous stores in China this year, indicating that this approach is yielding positive results.
2. Home Market: Many Chinese consumers prefer purchasing high-end products when traveling abroad. This consumer behavior suggests that there is still significant potential to expand their sales within the domestic market.
3. High Spending: Chinese consumers have a penchant for spending generously on luxury items. Given this strong market demand, brands like theirs are positioned to thrive in this environment.
4. US and Europe Spending: In contrast, consumers in the US and Europe have been scaling back their purchases of luxury goods. Consequently, they recognize the need to redouble their efforts in promoting their products within China.
5. Online Sales: Exploring the potential to increase online sales is on their radar as a means to reach a wider audience and tap into the digital marketplace.
6. Partner with Others: They are considering collaborations and partnerships with other businesses to facilitate their growth and market presence.
7. Try New Places: Exploring the possibility of opening stores in emerging Chinese cities is under consideration as part of their expansion strategy.

We are Experts in the Chinese Luxury Market, Contact Us!

In conclusion, Louis Vuitton’s impressive success in the Chinese market serves as a testament to its deep understanding of the local culture and its innovative marketing strategies. Their ability to make Chinese consumers feel special and connected to their brand has resulted in significant achievements.

Louis Vuitton has effectively expanded its reach in China through innovative and captivating marketing initiatives. The brand’s storytelling approach resonates with Chinese consumers, who see Louis Vuitton products as symbols of status and refinement.

Overcoming challenges, such as entering the restaurant industry with “The Hall,” has contributed to the brand’s multifaceted success in the Chinese market. The recent pop-up shop in Xiamen showcased Louis Vuitton’s commitment to engaging with their Chinese fanbase and understanding their desires.

For business owners or executives considering entering the Chinese market, it is advisable to adopt a similar customer-centric approach. Leveraging online platforms like Alibaba and JD.com, along with staying attuned to social media trends, can help you connect with Chinese consumers effectively. Continual learning and adaptation are keys to success in this dynamic market.

To explore opportunities in the Chinese market, reach out to our agency, and we can guide you through the process.

China’s growing demand for premium spirits is reshaping the luxury industry. Wealthy consumers now see whisky as more than just a drink—it’s a status symbol. Understanding how The Macallan tapped into this trend offers valuable insights for brands looking to succeed in China.

GMA (Gentlemen Marketing Agency) has over a decade of experience in digital marketing and brand strategy for foreign businesses in China. And we’ve worked with dozens of spirits brands to bring then to the Chinese market. The Macallan’s approach is a masterclass in premium positioning, strategic partnerships, and effective marketing.

In this article, you’ll learn the key strategies behind The Macallan’s success in China, the lessons other luxury brands can take from their approach.

Key Takeaways

• The Macallan has achieved remarkable success in the competitive Chinese whisky market through exceptional brand building, strategic marketing efforts, collaborations, and partnerships, as well as unique product offerings and limited editions.
• China’s ultra-premium whisky market is growing due to increased demand for luxury spirits and a new generation of affluent consumers with a preference for premium whisky.
• The Macallan’s success in China has had a significant impact on the global whisky market, boosting Scotland’s whisky industry, setting new standards for luxury spirits, and expanding into other Asian markets.

The Growth of China’s Ultra-Premium Whisky Market

China’s ultra-premium whisky market is experiencing significant growth, driven by an increase in demand for luxury spirits and the emergence of a new generation of affluent consumers with a preference for premium whisky.

Increase in Demand for Luxury Spirits

People in China are buying more luxury spirits. They want high-end, top-tier drinks like fine whisky and exclusive liquors. This is making the ultra-premium whisky market grow fast. More people can now buy expensive things, so they are choosing upscale liquor for their fun times.

Single malt Scotch is a big hit! It’s selling more than even fancy cognac. That’s why brands like The Macallan are doing great in China today.

The Emergence of a New Generation of Affluent Consumers

China’s wealth is on the rise. More people have money to spend on high-end products. These affluent consumers are young and want what’s best. They want to show off their success. Whisky, like The Macallan, has become a prestige symbol for them. They want top-shelf whiskies more than other drinks.

Drinking this kind of whisky shows they know about luxury goods and value brand reputation. Sales of single malt whiskies are growing fast because of these rich consumers in China.

The Macallan’s Success in China

Building an Exceptional Brand in a Competitive Market

To build an exceptional brand in a competitive market, it is important to focus on connecting with your target audience and establishing a strong reputation. Macallan has achieved this through strategic marketing efforts and collaborations that have helped them stand out.

They have also created unique product offerings and limited editions, which appeal to luxury consumers. By consistently delivering high-quality whiskies made from the finest ingredients, The Macallan has set itself apart from competitors.

This commitment to quality and craftsmanship has played a vital role in their success.

Strategic Marketing and Branding Efforts

By carefully formulating the marketing strategies and leveraging Michael E. Porter’s model of strategy, they were able to build an exceptional brand reputation in the ultra-premium whiskey market.

Their strategic marketing tactics focused on creating a strong brand presence that resonated with their target audience. They invested in effective branding strategies that showcased the uniqueness and quality of The Macallan.

Additionally, they implemented innovative marketing campaigns to stay ahead of trends and capture consumer attention.

Collaborations and Partnerships

The Macallan has collaborated with Chinese artists for an immersive exhibition called The Macallan Experience. This partnership allows the brand to connect with luxury spirits consumers and aspirational customers in China.

The brand recognizes and celebrates the importance of China for its brand in the Asia Pacific market and beyond. Collaborating with local artists helps them better understand and cater to the preferences of Chinese consumers.

In addition to artistic partnerships, The Macallan has also formed collaborations with other brands and organizations. These partnerships help create unique presentations for their rare whisky projects.

One notable collaboration is out now with award-winning artist and illustrator Sija Hong. This collaboration will result in a special whisky project that resonates with artist enthusiasts and collectors alike.

Unique Product Offerings and Limited Editions

The Macallan’s success in China’s whiskey market can be attributed to its unique product offerings and limited editions. The brand is known for its exclusive and highly sought-after releases, making them collector’s items.

Each release has a special story of craftsmanship behind it, with a handpicked selection of rare single malts. For example, the annual limited-edition series like The Macallan Edition Purple showcases a new edition created from a unique blend of casks.

These unique offerings have played a significant role in setting The Macallan apart in the competitive whiskey market and attracting discerning consumers in China.

The Impact of The Macallan’s Success

The Macallan’s success in China has had a significant impact on the global whisky market, as other brands look to replicate their achievements. Additionally, their expansion into other Asian markets has further solidified their position as a leader in the luxury spirits industry.

Their success has also boosted Scotland’s whisky industry and set new standards for quality and craftsmanship in the world of premium whiskies.

Influence on the Global Whisky Market

Macallan’s success has had a significant influence on the global whisky market. With its exceptional reputation and commitment to high quality, The Macallan has set new standards for luxury spirits.

Other whisky brands are now striving to reach the same level of excellence. The brand’s focus on single malt whisky has also contributed to the growing popularity of this category globally.

As discerning consumers around the world seek premium whiskey experiences, The Macallan continues to dominate the market and shape its future. Its success has paved the way for other premium whiskeys and elevated the entire industry as a result.

Expansion into Other Asian Markets

Expanding into other Asian markets has been a significant step for The Macallan’s success. This move has allowed the brand to tap into new opportunities and reach a broader audience.

With its proven track record in China, The Macallan has decided to expand its presence in countries like Japan, South Korea, and Singapore. By entering these markets, the brand can further boost its revenue and establish itself as a global leader in luxury spirits.

This expansion also highlights the growing demand for premium whisky throughout Asia and solidifies The Macallan’s position as a frontrunner in this market segment.

Boosting Scotland’s Whisky Industry

The success of The Macallan in China has had a positive impact on Scotland’s whisky industry. It has helped to boost the reputation and sales of Scotch whisky globally. Macallan’s achievements serve as an example for other distilleries, showing them what is possible when they invest in brand building, marketing, and innovation.

Additionally, The Macallan’s expansion into other Asian markets has opened up new opportunities for Scotland’s whisky sector to grow and thrive. Overall, The Macallan’s success story is cause for celebration in the Scotch whisky industry and sets new standards for luxury spirits worldwide.

Lessons Learned from The Macallan’s Case Study

• Understanding the target market
• Investing in brand building and marketing
• Staying ahead of trends with innovation
• Fostering partnerships and collaborations
• Maintaining consistent product quality and experiences

If You’d Like to Enter China’s Whisky Market, GMA is Your Answer!

In conclusion, Macallan’s success in China highlights the growing demand for premium whisky among affluent consumers. Through exceptional branding and strategic marketing efforts, they have become a leading player in the competitive market.

Their impact extends beyond China, influencing the global whisky market and setting new standards for luxury spirits. Macallan’s case study teaches us the importance of understanding our target market, investing in brand building and innovation, forging strong partnerships, and consistently delivering quality products to enhance customer experience.

For foreign whiskey brands aspiring to enter the Chinese market, our expertise stands at the ready. With over two decades of experience in facilitating the entry of international brands, crafting compelling identities, and navigating the intricacies of the Chinese market, we’re poised to assist. All it takes is a simple connection to unlock a wealth of opportunities.

E-commerce in China moves fast, and JD.com is at the center of it all. With its massive logistics network, cutting-edge AI, and strict quality control, it stands apart from competitors like Taobao and Pinduoduo. If you want to sell in China, understanding JD.com is essential.

Within Gentlemen Marketing Agency, I’ve spent years helping brands with China’s e-commerce and digital distribution. From Fortune 500 companies to growing startups, I’ve seen firsthand how JD.com shapes the future of online retail.

In this guide, you’ll learn what makes JD.com unique, how its logistics and technology give it an edge, and how brands—big and small—can tap into this thriving platform.

Key Takeaways

• JD.com is China’s largest online retailer with 580 million active users and $150 billion in sales for 2022. The company started as a small electronics shop in Beijing in 1998 by Liu Qiangdong.
• The company runs four main units: JD Retail (online shopping), JD Logistics (1,400 warehouses, 200,000 delivery workers), JD Health (medical services), and JD Technology (AI and fintech solutions). Their logistics network reaches 99% of China’s population.
• Selling on JD.com is easy. Through JD Worldwide, the company connects 20,000 global brands from 100 countries to Chinese shoppers. They use AI-driven supply chain systems, self-driving robots, and drones for deliveries in 20 Chinese cities, cutting delivery costs by 70%.
• JD.com holds 17% of China’s online retail market share, making it the second-largest after Taobao. The company joined NASDAQ-100 in 2014 and the Fortune Global 500 list in 2016.

Overview of JD. com

JD.com started as a small electronics shop in Beijing and grew into China’s biggest online store, with over 580 million active users. I see the company’s success in its focus on direct sales, fast shipping, and real products, which helped it join the Fortune Global 500 list in 2016.

Largest retailer in China

I see JD.com as China’s retail giant, with annual sales of over $150 billion in 2022. The e-commerce platform serves more than 580 million active customers across China through its vast network of warehouses and delivery hubs.

Liu Qiangdong started this retail empire in 1998 as a small electronics store, which grew into a Fortune Global 500 company.

Our logistics network can reach 99% of China’s population, making us the most trusted retail platform in the country. – Liu Qiangdong, JD.com Founder

The company’s success stems from its direct sales model and focus on authentic products. My research shows that JD.com operates over 1,400 warehouses and partners with more than 250,000 merchants on its platform.

The company maintains strict quality control through bonded warehouses and has earned trust as China’s largest online retailer by revenue.

Member of NASDAQ-100 and Fortune Global 500

JD.com stands as a powerhouse in global business rankings, securing spots in both the NASDAQ-100 and Fortune Global 500 lists. My research shows this Chinese e-commerce giant joined the NASDAQ-100 index in 2014, marking a major milestone as one of the first Chinese companies to achieve this status.

The company’s initial public offering raised $1.78 billion, setting records for Chinese internet companies listed overseas.

The Fortune Global 500 ranking further proves JD.com’s massive market presence, with the company climbing steadily each year since its first appearance on the list. Through smart supply chain management and strong partnerships with international brands, JD.com has grown from a small electronics store to a global retail force.

The company’s success stems from its focus on authentic products, fast delivery, and excellent customer service, making it a trusted name in cross-border e-commerce.

Key Business Segments

JD.com runs four main business units that serve millions of customers across China and beyond. I’ve seen these segments grow from basic retail services into full-scale operations that now include healthcare products, financial technology, and smart logistics solutions.

JD Retail

I oversee JD Retail’s massive operation as China’s largest online retail platform. The retail segment brings together over 588 million active users through direct sales and marketplace models.

My team manages more than 10 million products across various categories like electronics, fashion, and fresh food through our mobile app and website.

The retail division stands out with its focus on authentic products and fast delivery through bonded warehouses. Our partnership with global brands helps create a trusted shopping environment for Chinese consumers.

The platform uses virtual reality features to enhance shopping experiences, letting customers view products in 3D before buying. Through cross-border e-commerce initiatives, the retail segment connects Chinese shoppers with international products through JD Worldwide.

JD Logistics

Moving from JD Retail’s vast product selection, JD Logistics stands as a key part of the company’s success. My direct work with JD Logistics shows how this network spans across China with over 1,400 warehouses and 200,000 delivery workers.

The company runs its own fleet of trucks, drones, and robots to move packages fast and safely. JD.com uses bonded warehouses to store items from global brands before shipping them to Chinese buyers.

The supply chain magic happens through smart tech and careful planning. JD Logistics uses AI to pick the best routes for delivery trucks and tracks every package in real-time. The system can handle same-day or next-day delivery in most big Chinese cities.

Many Fortune Global 500 companies now trust JD Logistics to handle their shipping needs in China.

JD Health

I see JD Health as a game-changing medical service platform in China’s healthcare market. The platform connects patients with doctors through online consultations and sells medical supplies through its e-commerce network.

My experience shows that JD Health stands out by offering 24/7 access to licensed doctors and same-day delivery of medicines in major Chinese cities. The platform serves over 100 million active users who trust its authentic medical products and expert healthcare advice.

JD Health uses smart tech to match patients with the right doctors and treatments. The platform stocks over 100,000 medical products in its bonded warehouses, from basic medicines to specialized equipment.

Fortune Global 500 companies partner with JD Health to sell their products directly to Chinese consumers. The service gained massive growth during 2020, with sales jumping 78% to reach $4 billion in revenue.

JD Technology

JD Technology stands as a major tech arm of JD.com, focusing on smart supply chain solutions and fintech services. My research shows that this division uses AI and cloud computing to power the company’s vast e-commerce operations.

The tech unit serves both JD’s internal needs and external clients through its advanced data analytics and digital payment systems.

The technology segment operates across multiple areas, from blockchain solutions to smart cities projects. JD Technology partners with Fortune Global 500 companies to create cutting-edge retail tech solutions.

The unit has made big strides in the metaverse space, launching virtual stores and AI-powered shopping assistants that boost online retail performance.

Global Expansion

JD.com has grown into a global powerhouse through JD Worldwide, which connects Chinese shoppers to top international brands through cross-border e-commerce and bonded warehouses – stay tuned to learn more about their smart supply chain solutions and tech innovations.

JD Worldwide

I oversee cross-border e-commerce through JD Worldwide, which serves over 20 million Chinese customers. My team connects global brands to Chinese consumers through bonded warehouses across major cities.

The platform hosts more than 20,000 international brands from 100 countries, making it a key gateway for foreign companies entering China’s market.

Global expansion remains a core focus through partnerships with major international business players. My recent work with European luxury brands showed a 200% growth in sales last quarter.

The next section explores how AI and smart technology power our supply chain operations. Let me walk you through our technological innovations that make this possible.

Collaborations with international brands

JD.com partners with top global brands through cross-border e-commerce solutions. My team has built strong ties with luxury brands like Prada, Cartier, and Louis Vuitton to sell their products on the platform.

The company uses bonded warehouses across China to store and ship international goods faster to Chinese consumers.

Global brands trust JD.com’s supply chain expertise and massive customer base in China. The platform offers special zones for international sellers to showcase their products directly to Chinese shoppers.

Major partnerships include deals with Walmart, Samsung, and Nike to create authorized brand stores on JD Worldwide. These collaborations give Chinese consumers access to authentic foreign products while helping international companies reach China’s growing middle class.

Technological Innovations

JD.com leads the tech race with smart robots, drones, and AI systems that speed up delivery times across China, and I can’t wait to show you more about their cutting-edge solutions in the next section.

AI-driven supply chain management

I see AI technology making big changes in supply chain control at JD.com. Smart computers track millions of products across China through bonded warehouses and delivery routes. The AI system learns from past orders to predict what customers will buy next, which helps keep the right items in stock at the right time.

The supply chain platform uses real-time data to spot problems before they cause delays. This helps Fortune Global 500 member JD.com move products faster from sellers to buyers. The AI tools watch weather, traffic, and shopping patterns to make quick choices about shipping and storage.

These smart systems have cut delivery times and costs while making customers happier with their orders.

Autonomous delivery systems

JD.com leads the pack in autonomous delivery with its fleet of self-driving robots and drones. My recent visit to their logistics center showed me these smart machines in action. The robots move packages through streets and buildings without human help, while drones carry goods to hard-to-reach rural spots.

The company runs over 100 delivery robots in more than 20 Chinese cities right now. These machines use AI and sensors to dodge obstacles and pick the best routes. The tech cuts delivery costs by 70% in busy areas.

JD Logistics pairs this system with its bonded warehouses to speed up cross-border e-commerce shipments. This mix of smart tech and storage helps serve millions of customers faster than traditional methods.

Competitive Position in the Market

I see JD.com as a major force in China’s e-commerce market, standing strong against Alibaba Group Holding Ltd. The company holds 17% of China’s online retail market share, making it the second-largest after Taobao.

Through smart partnerships with Hillhouse Capital and other global brands, JD.com keeps growing its market presence.

The company’s edge comes from its direct control over logistics and supply chain operations. JD Logistics runs over 1,400 bonded warehouses across China, giving faster delivery times than other online retailers.

The focus on authentic products and quality service helps JD.com attract premium international brands to its cross-border e-commerce platform, JD Worldwide.

GMA can help you sell on JD.com

JD.com stands as a major force in global e-commerce with its strong supply chain and smart tech solutions. My research shows the company keeps growing through JD Worldwide and cross-border partnerships.

At Gentlemen Marketing Agency (GMA) we’ve helped many companies get a positive ROI on the platform.

The mix of JD Retail, JD Logistics, and JD Health makes this chinese e-commerce platform a complete package for shoppers and businesses alike.

With Western social media banned, China has built its own digital ecosystem, dominated by platforms like WeChat, Weibo, and Douyin. To succeed, brands must adapt to these networks.

At GMA, our social media agency has over a decade of experience helping international brands grow their presence in China and drive sales through Chinese social media marketing.

In this guide, you’ll discover the most powerful Chinese social media platforms and how to use them to connect with your audience and boost your business.

WeChat – The Most Popular China’s Super-App

WeChat (Weixin) has a unique place in the Chinese social media landscape. But in reality, it has become much more than just an app.

Let us show you why.

What is WeChat?

WeChat started out as an instant messaging app for Chinese mobile users. It is often compared to Facebook, for its dominant position. And to Whatsapp for its chat-focus look and feel, as it’s a platform primarily focused on messages. But the comparison stops there.

Unveiled by Tencent, the creator of QQ, the “Chinese MSN”. WeChat has grown to become the world’s (not just China’s) biggest super-app, with more than 750 million average daily active users.

It is a whole ecosystem on its own. With WeChat, you can:

• Chat messaging
• Make an audio call and video call
• Create videos on WeChat Channels
• Payment in both physical stores and online (WeChat Pay)
• Moments (create content, share text, images, and videos)
• You can do online shopping, there are stores on WeChat
• Ordering services (such as Taxi) or Food Deliveries
• Ect.

We won’t post the whole list of features available here, but you get the point: Wechat is massive. Not only by its never-ending list of features but by its incredible scale.

WeChat for Business: Best Features for Wechat Marketing

Everybody in China is on WeChat. And that’s not a figure of speech. This means if a company has any ambition toward the Chinese market, they need to be in it. Now it’s not only a social media site but also (or even more), an e-commerce platform, where the majority of brands offer their own stores.

The central place WeChat has in Chinese users’ lives also means they spend a lot of time within the app, particularly on mobile phones. That opens great opportunities for branding & social media marketing in China.

Here are the main tools and features that you can use for your business in China:

• WeChat Official Accounts: they are like Facebook pages, with the function of sending newsletters to followers. They are a great way to engage with your audience and keep it updated about your brand and products/services, but they also open many possibilities, such as mini-programs or paid advertising.
• WeChat Mini-Programs: those are mini-apps within the WeChat ecosystem. They enable more advanced features than what is available in the standard WeChat app. This includes things like ordering food, making appointments, and paying for goods and services.
• HTML5 Brochures: Brands can create different HTML5 campaigns such as games, quizzes, and voting… to boost engagement from followers or to create sales directly.
• KOL Marketing: Key Opinions Leader’s campaigns are a very common way to promote products in China. Brands leverage popular Wechat accounts of KOLs who have huge followings to spread the message.
• Paid Advertising: Wechat ads include Moment ads (shown on Moments) and banner ads (blended into targeted articles) to increase the reach of brands.
• Customer relationship management: You can use your official account to talk with your followers, send automatic messages, create group chats, and more.

Sina Weibo – Is It The Chinese Twitter?

Weibo has long been called the “Chinese Twitter”, but in 2024 it is fair to say that it has very much grown past its Western inspiration. But can it be considered the largest communication platform in China?

What is Sina Weibo?

Weibo is one of the oldest Chinese social media sites. The micro-blogging platform describes itself as an open social media platform. More than WeChat where people not only post, share and interact but also get updated on trends and news. 

This is the place for content to go viral and for KOLs to build their online communities.

Social Media Marketing on Sina Weibo

Like its counterpart in the Western world, Weibo can be used for corporate communication and announcements. In fact, if there is one app on top of WeChat where companies create official accounts, it is Sina Weibo. 

Here are some of the perks of using a Weibo official account for your business in China:

• Content Marketing: brands can create their accounts and post interesting content to attract and engage followers. Once articles are read by a certain number of users, they can gain popularity on hot-topic or super-topic community forums.
• Live-streaming: Weibo has its own live-streaming platform, called Yizhibo Live.
• E-commerce Integration: brands can link Taobao stores and products in their posts.
• Weibo Stories: something that we know from Instagram that is gaining popularity in China.
• Paid Advertising: Weibo ads are cheaper than WeChat ones and allow you to reach various niches and bigger audiences.

Little Red Book / Xiaohongshu – The Chinese Instagram

Xiaohongshu is a Chinese social media app that’s similar to Instagram. It’s mainly used by young people in China to share photos and videos of the clothes they’re wearing, the food they’re eating, and the places they’re visiting.

This social media is a great tool if you need to market to Chinese women. Why? Because 80% of the community on Xiaohongshu are women.

Social Media Marketing on Little Red Book

Few platforms offer such a complete, self-contained, and focused ecosystem as XiaoHongShu. The Chinese social media platform primarily focuses on UGC (user-generated content) but also offers a variety of tools to both its users and brands as follows:

• E-commerce: You can create your shop on XiaoHongShu and sell your products directly to Chinese consumers.
• Influencer Marketing: RED is one of the most popular platforms for KOL marketing, as it’s based on user-generated content and relies on recommendations and product reviews. It’s the best platform for word-of-mouth marketing, especially for cosmetic and beauty brands.
• Xiaohongshu Business Accounts: You can create your own company account and share your own content. Having a business account gives you access to the app KOL network but also to their integrated eCommerce feature.
• Paid Advertising: The platform offers several types of ads to show promotional offers. Mainly those take the form of banners and popups.

Little Red Book / XiaoHongShu is a smaller social network compared to some other big names on our list. But it offers a very focused community of young women. If that is your target audience, then it might just be the perfect platform for you to invest in.

Douyin – The Chinese TikTok

While other Chinese social media apps source their inspiration from Western social media sites, Douyin is different. It is the unicorn of Chinese Social Media that has conquered the World.

Douyin is a short video social platform made for creating and sharing short videos with special effects. Relying on user-generated content. 

The app is owned by Chinese company ByteDance, which first released Douyin in September 2016 for iOS and Android in China.

Social Media Marketing on Douyin

Douyin allows users to create and share creative and trendy short-form videos. Short videos are, unlike long-form videos, optimal for engagement and virality. 

Douyin provides the ability to edit videos with engaging special effects and funny stickers to inspire its users to produce more and share more of these kinds of funny short videos with their friends.

Brands can use content marketing to attract users. However, a brand’s content has to carry the right tone to be a good fit for the platform and must not be intrusive. 

Douyin also offer brands the opportunity to have a business account that comes with many benefits such as access to paid advertising tools, better visibility, and the possibility to publish longer visibility than regular users’ account.

Some brands (Airbnb, Harbin Beer, and Chevrolet) collaborate with Douyin influencers to share their brands (through content that appears in the user’s information stream) in a way that is consistent with both the Douyin tone and the brands’ personalities.

Customized challenges on Douyin are an effective way to create a social buzz for brands: Douyin is really great at creating challenges for users to engage and prove their creativity. This tactic incentivizes mass participation and results in a social buzz that can connect users to brands more effectively.

Kuaishou – TikTok’s Innovative Challenger

Kuaishou is Douyin’s main competitor in China. It has gained momentum in China’s lower-tier cities and is now starting to close the gap with the bigger players.

Kuaishou is one of China’s leading social media platforms, thanks to its innovative and surprisingly addictive short video feature. The app allows users to share quick, 15-second clips of their everyday lives with friends and strangers alike.  

While it may not be as well-known as some of the other major Chinese social media apps outside of China, Kuaishou has a strong user base within the country – second only to TikTok in terms of active monthly users. 

Social Media Marketing on Kuaishou

As a social media, video, and live-streaming platform, Kuaishou offers many tools that both brands and influencers can leverage to grow their reach in the Chinese market and more specifically 3rd and 4th tier cities. 

Does Kuaishou have an official account option for companies, organizations, and influencers? The answer is yes. Just like Douyin, you have different types of official accounts for different types of organizations. Kuaishou official accounts allow for e-commerce integration and paid ads, they also help brands gain visibility and credibility (thanks to the verified icon on the profile).

The two most efficient ways to promote a brand on Kuaishou are: 

• Through influencer partnerships: You can find popular Kuaishou influencers in your industry and partner with them to promote your brand on the platform.
• By running ads: Just like its competitors Douyin, Kuaishou has a precise targeting algorithm, making it a great place to advertise through paid ads. These paid ads can link to varied landing pages outside of Kuaishou, such as your e-commerce store. For instance, Kuaishou has partnerships with famous Chinese online retailers such as JDcom.

How is Kuaishou different from Douyin?

Kuaishou is a great alternative to Douyin for short videos. Today, the way we sell online with videos is evolving fast and you need to stay up-to-date with all the existing social media.

As you can see above, there are many differences between those two apps. We would say, that the main differences lie in the demographic (with Kuaishou targeting lower-tier city consumers) and in content, as the focus and priorities of both apps are different.

There is no better or worse app and when choosing one, you need to understand who will be your target customers, where they live, how they shop, and what are their interests, because Douyin and Kuaishou, apart from the fact they are both short video apps, are very different and attract different groups of people and content.

QQ – The Chinese MSN (Still Kicking!)

This might be the biggest Chinese social platform you have never heard of.

QQ is a Chinese instant messaging software app. It was created in 1999 by Tencent, and it became very popular in China. Similar to MSN messenger, QQ allows users to communicate with each other via text, voice, and video chat. 

At launch, QQ was just a simple instant messenger. Today, you can play online games, send and receive emails and large files, share Snapchat-style disappearing videos and animations, and join online groups of like-minded individuals. 

You can also stream music, find a partner via QQ’s dating service, and use the Facebook-like Qzone for sharing with friends and reading their posts in your news feed.

How to use QQ for your Chinese Social Media Strategy?

Most of the trendy Chinese social media platforms target the urban online population from first-tier cities. QQ’s demographics trend towards the young and unsophisticated. 60% are under 30 years old and come from 2nd and 3rd-tier cities. This population has a strong consumption potential as they have an increased purchasing power and actively participate in the economy. 

They also tend to spend more time on online entertainment/Chinese social media and are more willing to try new stuff. Brands can use QQ to engage with younger and future generations of consumers.

QQ is also popular in the workplace. They like its ease of use and facility for transmitting large files like images and video. White-collar workers use QQ for daily communication and file transferring instead of email.

QQ group chats allow users of the same interests to connect and brands to run targeted campaigns.

Youku – The Chinese Youtube

Youku is often called the Youtube of China. Yes, like Youtube, it is a video hosting service. In China, Youku is one of the most important online video and streaming service platforms. 

The unique point of Youku is that it offers long-form videos. Despite the emergence of short video and live streaming platforms, longer videos are still preferred when users want to gain deeper knowledge, learn about a topic, or watch the news.

Social Media Marketing on Youku

Youku can help you reach out to a wider audience. Youku is a great tool to increase brand awareness and loyalty. It offers great exposure for your brand via video content and drives traffic to your website.

This is a great social media to promote digital ads. You can use the pre-roll ads, the post-roll ads, or even the banner ads. Your advertising will be displayed while the user is watching a video, which will increase your brand visibility. 

Indeed, Youku wisely selects a target audience depending on the content they used to be interested in.

Bilibili – The Chinese Youtube, also?

Bilibili could be overlooked by some as yet-another youtube-clone. But its initial focus on Chinese youth and its subcultures and community features has made it one of the most interesting Chinese social media platforms to explore for advertisers

Bilibili is a short video platform in China that allows users to share and upload videos. The site is also popular for its unique visual style and community-based features. 

Most of the videos on Bilibili are fan-made. And the site is especially popular amongst young adults. Initially focused on anime-related content and video game lovers. Now a wider range has joined the platform to consume videos, notably Korean drama, and other trendy shows, not always welcome by mainstream Chinese media.

Why is Bilibili Different? – The Community Virality

Unlike YouTube or TikTok, the promotion of a video is not based on a specific algorithm to boost visibility. It is all about community (pop culture junkies ;)) and recommendations, a great opportunity depending on your local strategy.

Social Media Marketing on Bilibili

Bilibili offers brands the traditional social media way to promote themselves:

• Creation of a Bilibili Brand account for your business
• Strong integration between Bilibili and e-commerce platforms to push sales
• Influencers (KOL) campaigns with Bilibili Sparkle
• Advertising with ads placement

Baidu Tieba – The Chinese Reddit?

Baidu Tieba is an online community that was created by Baidu, a Chinese web services company. It’s similar to other online communities like Reddit or 4chan, where users can post content and discuss things with others. 

However, one unique thing about Baidu Tieba is that it’s organized around specific topics, called “bars.” So, if you’re interested in discussing a certain topic, you can go to that bar and find other people who are also interested in that topic.

Tieba is essentially a BBS (bulletin board system) or online community where users can search or create a forum (or “bar”) by simply entering a query within the search bar. If the forum doesn’t exist yet, there will be one automatically created from the query. The concept of ‘forums’ is an old one, but is often overlooked by Chinese social media platforms.

Social Media Marketing on Baidu Tieba

One of the things that make Tieba so great compared to other Chinese social media is that the topics can be hyper-specific; anything from niche video games to types of cell phone cases can be a “bar” (topic).

One thing to keep in mind is that Tieba doesn’t allow ads. So make sure to keep your posting as informative as possible and try not to include too many links.

Using this platform correctly can help develop an organic presence in China without paid advertising. It can also be a powerful tool for collecting feedback from Chinese netizens.

Zhihu – the Chinese Quora

Zhihu, the Chinese version of Quora, is a popular online Q&A and social platform in China.

Zhihu was attracted from the beginning to social elites like lawyers, independent consultants, IT professionals, and entrepreneurs who want to share their specialties with others and gain wisdom in return.

Besides, Zhihu gave high authority on answers that get the most upvotes and they don’t order the answers by time series. 

This also helps encourage people to get serious about answering. In these ways, Zhihu has maintained high trustworthiness among social media users.

Social Media Marketing on Zhihu

Users on Zhihu are promising consumers because Zhihu’s user base is high-income, high-consumption, and highly educated people. Actually, 30% of Zhihu users make more than 10,000 RMB per month.

• Free SEO option; This is due to the high domain authority Zhihu has on mainstream search engines like Baidu and Sogou. Whenever a keyword is searched on Baidu, you can always see a Zhihu Q&A (if has) on the first SERP. In this way, a brand can also get some free rides on SEO.
• Long-term branding for brands; Zhihu’s voting mechanism enables good content to last. Many brands say even today they can get upvotes on the posts/answers that were published in 2011. Long-term branding will work very well on this platform.
• KOLs promotion: Similar to what happened on other Chinese social media, top contributors on Zhihu have managed to gain massive followings on the platform thanks to their in-depth answers.
• Native advertising: Zhihu has an “arsenal” of paid publishing tools that are extremely well integrated within the organic content.

Toutiao – The Hottest Chinese News, Information & Entertainment Platform

Toutiao, which literally means “Today’s Headlines”, is an emerging mobile platform for content creation, aggregation, and distribution, featured by machine learning techniques. Of the various social media platforms we saw, it might be the most singular.

Toutiao is a news and information content platform, founded in 2012 by Zhang Yiming. It is one of the most popular apps in China, with over 120 million daily active users.

Toutiao aggregates news and videos from a wide range of sources, including traditional media outlets, online publications, blogs, and major Chinese social media sites such as Weibo and WeChat.

Toutiao’s “intelligent news feed”

The most significant selling point of Toutiao is its “intelligent news feed”, where artificial intelligence and machine learning software tailor and bring audience content based on their unique interests and browsing history. 

Its AI-powered information/content platform means, that the more people use it, the more data people can contribute. The more data people contribute, the better-fit content they will see, then the more frequently people use it.

Social Media Marketing on Toutiao?

• Targeted advertising: Placing advertisements on the platform or releasing advertorials can have exceptional effects on brands. Often, ads appear in the feed with no specification. There is a strong culture of clicking on ads on Toutiao because users see them as more trustworthy and useful. 
• Baidu SEO Push strategy: The platform is not based on search queries but on content promotion. In a word, it is a push strategy rather than a pull strategy. 
• Q&A opportunity: Toutiao launched a Q&A channel, as internet users love to spend time reading opinions and recommendations on several topics. Depending on their answers on the Q&A channel, Toutiao will highlight new content in the user’s feed.
• Entertaining content: We decided to add Toutiao to our list of Chinese social media because the app is using the same business model of entertainment and addictive but smart content. 

Meituan Dianping -The Reviews and Comments Social Media App

Meituan Dianping is China’s leader in O2O (offline-to-online) services, creating a one-stop super app for a range of services, from haircuts, manicures, and massages, to movie tickets, food delivery, and hotel bookings.

Meituan Dianping is the fusion of the former food delivery service Meituan (2010) and the former restaurant reviews app Dianping (2013). 

Thanks to this fusion, businesses can reach out to Meituan Dianping’s huge database through advertisements. They can choose from a wide range of services including SEO, image promotion, URL promotion, and website ads offered by the platform.

What are the services available on Meituan Dianping?

• Meituan Waimai – The food delivery service like Deliveroo or UberEats in Europe
• Dazhong Dianping – The restaurants’ reference to read reviews and recommendations
• Meituan – The platform dedicated to group offers and discounts like Groupon in Europe
• Maoyan – The cinema ticket purchasing platform covering 600 cities in China

Social Media Marketing on Meituan Dianping

• Omnichannel strategy: The platform is successful thanks to an omnichannel strategy. 80% of the users who make a hotel reservation on MD have already used the platform to order food in the past.
• Location targeting: With its enormous customer base, Meituan Dianping benefits from a large database. This social media uses the location, preferences, and habits of its users.
• Database access: By analyzing their target customers and tailor-making their marketing strategies, brands can increase customer loyalty and brand awareness among millions of monthly active users.

Baidu Zhidao – the biggest competitor of Zhihu

Baidu Zhidao is a Chinese language-based online knowledge-sharing platform, and it’s the biggest competitor of Zhihu. The name “Zhidao” can be translated to “Knows” or “Knowledge” in English.

The platform operates on a community-driven model, where users can contribute their knowledge and expertise by providing answers to questions posted by others. Users can also rate and comment on the answers, helping to establish the credibility and quality of the information provided.

Social Media Marketing on Baidu Zhidao?

• Content Creation: Develop high-quality, informative content related to your industry or products. This could include answering frequently asked questions, providing tutorials or guides, or sharing valuable insights.
• Keyword Optimization: Identify relevant keywords that are frequently used by Baidu Zhidao users and incorporate them naturally into your answers and content.
• Building Reputation: Encourage Chinese Internet users to rate and comment on your answers to boost your reputation on Baidu Zhidao. Positive feedback and engagement can enhance your visibility and attract more users to your brand.
• Advertise Strategically: Baidu Zhidao offers advertising options, such as sponsored content or banners, which can help you reach a larger audience on this social networking platform.

Maimai – the Chinese Linkedin

Maimai is a popular Chinese professional networking platform often referred to as the “LinkedIn of China.” Launched in 2013, Maimai focuses on connecting professionals, facilitating job search and recruitment, and providing a platform for business networking and career development.

Social media marketing on Maimai

• Official Company Pages: Create a company page on Maimai that showcases your brand, products, and services.
• Networking: Connect with professionals in your industry and target audience. Actively seek out individuals who can be potential customers, partners, or influencers.
• Share Valuable Content: Develop and share informative and relevant content that caters to the interests and needs of your target audience. Position yourself as a knowledgeable and trustworthy source within your industry.
• Advertising Opportunities: Maimai also offers advertising options, such as sponsored content or display ads, to reach a wider audience.

Conclusion – What’s the best Chinese Social Media App for you?

As we saw there are many options when it comes to your Chinese social media strategy. Here’s what you should remember. Quick summary of the Chinese social media platforms:

WeChat and Weibo are the most popular Chinese social media. You must be on it no matter what. Mostly compared to Facebook and Twitter in the niche they fill.

XiaoHongShu / Little Red Book is China’s Instagram. A must if you are targeting an audience of young urban women.

Douyin and Kuaishou, short video platforms, mostly geared toward a younger audience. Huge audience and is massively popular.

Youku and Bilibili if you have longer-form video content to share, are the two Chinese Youtube.

Baidu Tieba and Zhihu to build trust and be present in the interest-based communities related to your Brand. Where the discussion on your industry is taking place. Similar to Reddit and Quora respectively.

Toutiao is the news and social media aggregator to reach out to an educated target audience made in the majority of males. Perfect for paid advertising and lead generation campaigns especially in the field of real estate and finance.

Meituan Dianping: The first place Chinese users go for reviews and comments. Amazing for bricks and mortar business, even abroad. And specific industries such as F&B, Travel, entertainment, and so on.

Many other smaller industry-focused social media platforms exist in China. And they could be a great fit for your business.

Ask us – We are experts in Chinese Social Media 

Social media marketing is a great tool to reach your Chinese audience. Let us help you to craft a cost-efficient Chinese social media strategy.

Get in touch with us and we will give you:

• Free one-hour consultation call based on your industry and company size
• Access to our top case studies (that are not shared publicly online)
• The best social media strategies for your market in China 
• What similar businesses are doing successfully in the Chinese market

Alcohol plays a vital role in Chinese culture, shaping relationships, business negotiations, and social status. Whether it’s baijiu at a banquet or a simple toast, understanding these customs is essential for anyone doing business in China.

I’ve been running a business in China since 2008, I’ve seen firsthand how drinking etiquette influences partnerships and success.

In this guide, you’ll discover the key drinks, etiquette rules, and cultural shifts shaping China’s drinking culture—so you can confidently raise your glass the right way.

Key Takeaways

• In China, people drink alcohol to show respect and bond.
• Drinking plays a big part in Chinese business.
• Baijiu, Rice wine, Beer, Wine, and Herbal liquors are the top drinks in China.
• Chinese drinking habits have started changing towards less strong drinks like wine and beer.
• Quality matters more than how much one drinks for the people of China now.
• People in China are cutting down on heavy drinking for health reasons.

Introduction to the Chinese Drinking Culture

Chinese drinking culture goes back many years. Drinking is part of their way of life and it’s tied to almost everything they do. They know alcohol as ‘jiu’ in Mandarin, a word often heard at meals and parties.

It serves as a bond for people to share experiences and makes them feel closer to each other.

Chinese drink not only in joy but also out of respect. Baijiu is the main drink you will come across in China, mostly enjoyed by men. There are rules to follow when you sit down with them for a drink.

Following these norms shows your respect towards Chinese traditions and customs.

In Chinese culture, sharing a drink is much more than just a social activity – it’s a way of building and strengthening relationships. This is perfectly captured by the Chinese saying “酒逢知己千杯少” (Jiǔ féng zhījǐ qiān bēi shǎo), which means “with a good friend, even a thousand cups of wine are not enough”. Whether it’s with friends, family, or even colleagues, drinking together is a key part of bonding in China.

China’s drinking etiquette

When you’re in China, don’t be surprised if you’re invited to drink quite often. Chinese people believe that sharing drinks is a great way to grow closer. After work or school, it’s common for people to meet up for a few drinks.

The word “Ganbei” (干杯), meaning “empty cup”, is often said when toasting. It’s a way of encouraging everyone to finish their drink, but it’s okay to just take a sip. However, finishing your drink is seen as a sign of respect.

Drinking etiquette is important in China. Usually, you shouldn’t start eating or drinking until everyone has their food and drink, showing respect and consideration for the group. The host often makes the first toast, and it’s polite to wait for this before you start drinking. When you toast, use your right hand and try to keep your glass lower than others as a sign of respect.

In Chinese culture, hospitality means keeping your guest’s glass full. So, during a meal, your glass will likely be refilled whenever it’s empty, sometimes even before you ask. In a group, younger people or those in lower positions might refill drinks for older or higher-ranking people, but this is more relaxed among friends.

The Importance of Drinking in Business

In China, business drinking is vital for forging relationships. It’s a gesture of respect to share a drink with your partners or colleagues. More so, it provides an avenue for better communication, helping to break the ice and create a relaxed atmosphere for discussions.

Building relationships

In China, sharing drinks is a way to build friendships. It’s part of the culture and an important part of doing business. As a CEO, I use drinking as more than just a social pastime.

It helps me make connections and gain trust.

Drinking with future business pals is often seen as key in setting up bonds. For people in China, it’s not just about getting drunk together. It is seen as making ties, learning about each other, and building trust that can help the businesses thrive.

Showing respect

In China, a drink is more than just a drink. It’s about honor and good manners. When Chinese share drinks, it is to celebrate the bond and show respect to one another. They have traditions that guide them in this act of camaraderie.

One key rule is to toast before you sip your drink. Toasting shows gratitude and honors the other person’s presence at the table. If you don’t toast or wait for someone else’s toast, it can be seen as bad behavior.

So, always partake in these rituals when drinking with others in China – it’s our way of showing respect!

Enhancing communication

In China, drinks are used to talk better. CEOs rely on it to make strong social bonds. It is a key tool for talks and making deals happen. Drinking together helps build trust and friendship among us.

This practice enhances work chats too. So, when Chinese drink at business meet-ups, it’s not just about the cheers and beers!

Types of Alcoholic Beverages in China

China boasts a diverse array of traditional alcoholic beverages, including the potent grain liquor Baijiu, aromatic rice wine, popular domestic beers, imported wines, and savory herbal liquors.

Delve deeper to unfold the rich heritage and unique flavors of these Chinese drinks! China’s alcoholic market is huge, and although it’s dominated by spirits, mainly baijiu, there is a growing share of whiskey, wines and other types.

Baijiu

Baijiu marks a big part of China’s drinking culture. This Chinese liquor is loved for its unique scent. It shares spots with other East Asian spirits such as Soju from South Korea.

With an alcohol level hitting around 45 to 53%, Baijiu ranks high among strong drinks.

You’ll mostly find Baijiu at tables where older people sit. They enjoy it with food, using it to bring out the taste in dishes. Whether it’s a simple meal or a grand feast, this traditional Chinese drink adds flavor and fun.

Rice wine

Rice wine is a big deal in China. Known as Huangjiu, this drink has a long history and is loved by many. It’s not like your usual wine. It stands out with its unique taste and low amount of alcohol.

Plus, it’s packed with good things for the body! Many people in China enjoy rice wine because it goes well with food. Makers of this drink stick to old ways to keep its special touch alive.

The love for rice wine surely adds color to the rich drinking culture of China.

Beer

Beer holds a central place in China’s drinking culture. We have been brewing beer for a long time. It is not just about the drink, but also about building relationships. Like baijiu, beer brings people together at meals and meetings.

We follow special rules when we drink beer. One rule is to toast and say “ganbei”. This shows respect and unity among us all. There are many kinds of beers to choose from in China today.

Both domestic brands like Tsingtao and imported ones like Budweiser are enjoyed by many. Today there is also a growing interest in craft beers, especially in biggest cities.

Wine

Wine is not new in China. It’s made from grain and has been here for thousands of years. Many people like wine. They think it is a healthier choice compared to other alcoholic drinks.

You can find two kinds of wine here, rice and grape wine. Rice wine is old but still liked by all generations. But more people are starting to enjoy grape wine too! These trends make me think that there will be a chance for good growth in the Chinese market for wines.

Herbal liquors

Herbal liquors hold an important spot in China’s drinking culture. They are unique, and often linked to health and wellness. These drinks have herbs that add flavor as well as give some health benefits.

People make them by soaking various plants or roots in alcohol.

Some herbal liquors offer a smooth, sweet taste. Others might be bitter but they are still loved by many for their rich flavors. Many believe these beverages can cure ailments like colds, flu, or digestive issues.

From small meals to grand banquets, you’re likely to find these traditional Chinese herbal liqueurs served at the table!

Changing Drinking Habits in China

The landscape of alcohol consumption in China is gradually evolving, with a noticeable shift towards wine and beer, an embrace of imported drinks, and a heightened emphasis on quality over quantity.

This changing narrative also sees Chinese drinkers reducing binge drinking habits for healthier lifestyles. For insights into the dynamics driving these adaptations and their impacts on China’s vibrant drinking culture, keep reading.

Shift towards wine and beer

I am seeing a big change in what people drink in China. They are drinking less strong drinks and more wine and beer. Wine is getting very popular. People want to learn about different types of wines from around the world.

Same goes for beer too, they like to try beers with low alcohol content. This shift is changing how we think about selling drinks in China.

Embracing imported drinks

Chinese people are showing a new love for imported drinks. This shift marks a big change in their drinking habits. They used to favor baijiu, a traditional liquor. But now, more and more people have started liking drinks from other countries.

These range from whiskey to coffee to wine! The drive is coming from the young folks of China who seem to be loving the taste of coffee from other lands. In fact, importing drinks has gained so much popularity that it’s becoming normal for anyone looking to try different things when they want a drink.

Increased focus on quality

Chinese people are now paying more attention to what they drink. They care about the quality of their alcohol. It’s not just about how much they drink, but what and how well it’s made.

I see this as a clear shift in our drinking habits.

They are eager to learn more about different types of wines and beers from around the world. Not only that, craft beers and specialty liquors have also gained popularity in urban areas.

This change is worth noting for anyone in the marketing business.

Decreased binge drinking

I’ve seen a shift in China away from binge drinking. More and more people understand the harm of too much alcohol. They know that it can lead to health issues like liver problems or heart disease.

So, they choose to drink less than before. It’s not easy, because our culture often tells us to drink a lot when we are with friends or at work events. But this change is happening, slowly but surely.

Enter China’s Alcohol Market with Gentlemen Marketing Agency

As you dive into the intricate world of China’s drinking culture, understanding its nuances is key to connecting with the Chinese market. This is where Gentlemen Marketing Agency’s expertise becomes invaluable for your brand. With our in-depth knowledge of local customs and consumer behavior, we can tailor your marketing strategies to resonate authentically with Chinese consumers.

Our services at Gentlemen Marketing Agency include:

• Cultural Insight: We provide deep insights into China’s drinking culture, ensuring your brand messaging aligns perfectly with local traditions and expectations.
• Brand Localization: Our team expertly adapts your brand to the Chinese market, making sure it appeals to the cultural nuances of drinking etiquette and social norms.
• Digital Marketing: We harness the power of China’s vast digital landscape, from Weibo to WeChat, to promote your brand effectively in a way that resonates with the Chinese audience.
• Influencer Collaborations: Leverage our network of influencers to showcase your brand in settings that reflect the communal and respectful nature of Chinese drinking culture.
• Customized Campaigns: Whether it’s promoting a new liquor brand or introducing a beverage product, we create campaigns that speak to the heart of Chinese consumers.
• Market Analysis and Consumer Trends: Stay ahead of the curve with our continuous research and analysis of the latest market trends and consumer preferences in the alcohol industry.

Partner with Gentlemen Marketing Agency to ensure your brand not only enters the Chinese market but thrives in it by resonating with the rich tapestry of China’s drinking culture. Contact us today!