Top 10 Marketing Trends in China [2025 Updates]

What are the trends in Chinese Marketing for 2025 Let’s see together my point of view about this market. Marketing never stops changing, and have to adapt to the consumption and the habits of Chinese people.

Branding, advertising, and budgets are constantly changing. A big question that always obsesses marketers is: What are the trends of Marketing in China today?

I am Philip , Founder of GMA and here is what my feedbacks about China

10 Trends in China: Stay Ahead in the World’s Fastest-Moving Market

China’s marketing landscape is constantly evolving, fueled by innovative platforms, consumer preferences, and technological advancements.

Whether you’re a startup or an established brand, keeping up with these trends is critical to success.

Will digital marketing be a big trend this year again or not?

The concept is not new in China, but change seems constant.
Increasingly, brands are using digital media to reach their targets with the ultimate goal: commitment.
Marketers must understand, integrate and develop skills, tools, and platforms to thrive in this “digital arena.”

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1️⃣ The Rise of Douyin for B2B and B2C Marketing

• Why It Matters: Douyin (China’s TikTok) is no longer just a consumer platform—it’s now driving B2B engagement too. Brands use it to build awareness, showcase products, and generate leads through short videos and live streams.
• How to Leverage It: Post behind-the-scenes videos, product demos, and interactive live streams. Pair it with shoppable content to convert views into sales instantly.

💡 Pro Tip: Douyin’s AI-powered algorithm ensures your content reaches the right audience if it’s creative and engaging.

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2️⃣ Mini Programs Are Reshaping E-Commerce

• Why It Matters: WeChat Mini Programs (and Alipay Mini Program) let brands create app-like experiences within WeChat. From product catalogs to flash sales, they make the purchase journey seamless.
• How to Leverage It: Build a Mini Program to showcase your products, enable direct purchases, and offer exclusive deals to your followers.

💡 Pro Tip: Use QR codes in physical stores or campaigns to drive traffic to your Mini Program.

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3️⃣ Social Commerce Dominates Consumer Behavior for 2025

• Why It Matters: Platforms like Xiaohongshu (Little Red Book) Douyin and Pinduoduo combine social interaction with shopping. Consumers trust reviews, KOL recommendations, and peer influence.

Xiaohongshu Marketing Guide For Foreign Brands

• How to Leverage It: Collaborate with influencers to showcase your products in real-life scenarios. Encourage user-generated content and create interactive campaigns.

💡 Pro Tip: Highlight testimonials and reviews prominently to build trust.

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4️⃣ Live Streaming Is the New Sales Channel

• Why It Matters: Live streaming isn’t just for entertainment—it’s a sales-driving powerhouse. From Douyin to Taobao Live, brands are using live video to showcase products and close deals in real time.
• How to Leverage It: Host live streams during shopping festivals or product launches. Use charismatic hosts and exclusive discounts to drive engagement and sales.

💡 Pro Tip: Partner with experienced live streamers to reach their established audiences.

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5️⃣ The Growth of KOC (Key Opinion Consumers)

KOC = testimonials of Real People

• Why It Matters: KOCs (everyday consumers with small but loyal followings) are gaining traction. Their authentic reviews feel more trustworthy than polished influencer campaigns.
• How to Leverage It: Engage with KOCs to test and review your products on platforms like Xiaohongshu and Douyin.

💡 “In China smaller, scalable KOC campaign on little red book maximize reach and authenticity explained Philip Chen GMA” .

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6️⃣ Sustainability

• Why It Matters: Younger consumers, especially Gen Z, prioritize eco-friendly products and brands with sustainable practices.
• How to Leverage It: Highlight your sustainability efforts in marketing campaigns. Use recyclable packaging, promote eco-conscious production, and share your story transparently.

💡 Pro Tip: Incorporate green certifications and data in your marketing to validate your claims.

In China, western branding is becoming more and more reputable, especially among Chinese Middle Class. It communicates the origin of the brand and ensures a certain level of quality of the product.
The Chinese are well aware that Western brands have a better reputation, a better image quality, and Suitainability

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7️⃣ Localization Is Key to Consumer Connection

• Why It Matters: China is diverse, with preferences varying by region. Tailored, localized campaigns resonate more effectively than one-size-fits-all strategies.
• How to Leverage It: Adapt your messaging, product design, and even packaging to regional preferences.

💡 Pro Tip: Partner with local partner, listen to them or local expert who know the local market.

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8️⃣ AI-Powered Personalization Drives Loyalty

• Why It Matters: AI is enabling hyper-personalized recommendations, from WeChat ads to JD product suggestions. Consumers expect tailored experiences.
• How to Leverage It: Use AI tools to segment your audience and deliver personalized content, offers, and ads based on browsing or purchasing behavior.

💡 Pro Tip: Pair personalization with loyalty programs for long-term retention.

💡 Pro Tip 2: AI video are good for startups and to deliver regular messages

7- The Metaverse and Virtual Influencers

• Virtual influencers and digital events in the metaverse are being explored by major brands to engage tech-savvy Gen Z consumers.
• VR/AR experiences for products like cosmetics or real estate are on the rise.

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9️⃣ The Power of Festivals and Shopping Events

• Why It Matters: Shopping festivals like Singles’ Day (11.11) and 618 Festival drive massive sales spikes. Festivals are also an opportunity for unique, event-specific campaigns.
• How to Leverage It: Prepare exclusive product bundles, discounts, and engaging campaigns around these dates.
• Pro Tip: Start marketing weeks before the festival to build anticipation and capture early interest.

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🔟 Full Strategy Win Consumers

• Why It Matters: Chinese consumers expect seamless integration between online and offline experiences. Brands that master omni-channel marketing dominate the market.
• How to Leverage It: Use online platforms to drive foot traffic to offline stores and vice versa. For example, offer online coupons redeemable in physical locations.

💡 Pro Tip: Invest in smart technologies like QR codes, AR experiences, or in-store pickup options to bridge the gap.

Management of Crisis, co-branding , Community Management, Crossmedia

Many thinkers have developed this algorithm with respect to the Cross-Media 1 +1> 2 which means that multiple sources of communication can increase the presence, improve visibility, and much more.

It would be interesting to mix traditional media and digital media, to vary the presence and reach different types of consumers in different places. But integration is not so easy and the big problem for brands is measuring the efficiency with this kind of process.

China is a complex country, and the pervasiveness of government in business and in the lives of Chinese citizens makes foreign brands not immune to scandal. Brands in the food industry in China have been particularly affected by crises.

Reminder: co-branding is a marketing or commercial practice which aims to promote simultaneously two separate companies.
The meeting of the two brands is presented via the creation of a co-branded product mixing two products or advertising involving several brands in order to reduce the investment in advertising, and have a greater impact. Partnership “brand” or “business” is fashionable and just beginning to develop..

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Final Thoughts

China’s marketing landscape isn’t just evolving—it’s redefining what’s possible. The trends above aren’t optional—they’re must-haves for any brand looking to succeed in this hyper-competitive market. Adapt quickly, execute boldly, and stay ahead of the curve.

This is your roadmap to crushing it in China’s marketing world. Are you ready to make it happen?

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