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.

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.

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!

At GMA, we’ve helped over 600 international brands launch successfully digital marketing campaigns. We understand the challenges—licensing, localization, and marketing strategies tailored to Chinese players.

In this article, you’ll learn how to tap into China’s booming mobile gaming market, what game genres thrive, and the best strategies for launching and promoting your game. Let’s explore the key steps to success.

China’s Mobile Gaming Industry Overview: A Market of Continuous Growth

The Chinese mobile game industry has ballooned to more than five times its size since mobile gaming in China began in 2010 with more than 133 million players. In 2013, the Chinese mobile gaming community grew to 310 million players, trumping the number of console or PC gamers on the domestic market. 

By 2018, the Chinese mobile game community broke the 600 million mark, indicating the market penetration of this sub-niche in the online games industry. By 2020, Statista has recorded more than 654 million mobile gamers in the country. 

These statistics and trends point to the rapid growth of the Chinese mobile gaming market. Of course, with growth comes profits that also surge at a commensurate rate. 

Primary research shows that 2017 was a year of explosive growth in the mobile game industry in China. In that year alone, profits soared to as much as $19 billion. According to Statista’s China mobile gaming figures, revenue more than doubled in 2021, reaching at least $41 billion. Following the reports, in 2023 mobile gaming market in China grew up to 23.3 billion euros.

More and more of China’s mobile users are getting on the mobile gaming bandwagon. For this reason, projections paint nothing but bright pictures for any game company looking to break into the mobile game market.

By 2025, it is predicted that there will be as many as 660 million mobile gamers. This is nearly half of the Chinese consumer market. As well, the projected increase in gamers will easily lead to revenues in the hundreds of billions of dollars by then. 

Gaming Genres That Are Making it Big in the Chinese Mobile Game Industry

Different genres are bound to resonate with different audiences. In no other case is this more apparent than in China. 

Unlike the West, Chinese gamers share less proclivity towards Metaverse games. In other words, you won’t find the average Chinese gamer spending hours on games like Roblox, Fortnite, and Horizon Worlds. Besides, the recent tightening of crypto regulations has caused P2E (Play to Earn) games to take a massive hit in China. 

In China, several game genres have raked in public support and revenue. Here are genres on the mobile game market that have done well and will likely continue to do well in the coming years: 

MMORPG (Massive Multiplayer Online Role Playing Game)

The popularity of Lineage and Lineage 2 is a clear indicator of how Chinese gamers gravitated toward the MMORPG genre. These two games by Chinese gaming developers NCSoft have generated more than $1 billion.

If that feat is not impressive enough, the fact that Lineage M achieved this in just 10 months is extraordinary for the mobile game world. Lineage 2 did not lag too far behind in earning the company $1 billion in gross revenue, achieving this in 12 months in 2021. 

RTS (Real-time Strategy)

Real-time strategy games have long been popular among Chinese PC gamers. With the genre’s presence in mobile format, its popularity has increased exponentially. The popularity of RTS amongst Chinese mobile game enthusiasts is evident in the fast surge in popularity of games such as Clash Royale and Lilith Games’ flagship release, Rise of Kingdoms which was a huge success in the gaming industry. 

These games have topped the Play Store and App Store charts in this genre. They have led to their respective companies raking in millions of dollars in gross profits, according to Sensor Tower. Those profits are not only due to the explosive growth in the popularity of those games, but also thanks to many in-app purchases, which are the leading business model of many apps and mobile games.

Open-world RPG

Metaverse gaming has yet to experience the same degree of market penetration as the above-mentioned Chinese mobile game genres. Be that as it may, there is hope for the Metaverse, and the prevalence of open-world RPGs foreshadows this, as many companies that specialize in Metaverse are aiming for a market entry into China’s mobile game market.

As of 2023, open-world RPGs are among the fastest-growing genres in the Chinese mobile game market. With games like Genshin Impact grossing $1 billion within the first six months after their release, the sky’s the limit for the open-world RPG genre. It might just be a matter of time before Metaverse gaming gains a foothold in the Chinese mobile game market.

The Top 3 Elements That Keep China Mobile Gaming Consumers Hooked

One look at Sensor Tower’s game popularity charts will yield certain commonalities shared by the most popular China mobile game. Some of the characteristics in this section are already present in many Western mobile games. Here are the characteristics your games need to have to change the game (so to speak) in China: 

A balance between what you offer for free and what needs to be paid for

In the China mobile game market, free-to-play games have proven effective in attracting a broad demographic of gamers. For a game to draw clicks in China, it must be downloadable and playable for free. 

Of course, monetization is the end game, but any overt attempt to attract purchases can turn the average Chinese mobile game enthusiast off. In determining where it is best to attract an in-game purchase, it is crucial to identify which elements can give players a perceived advantage. 

For example, Tencent Games has published Activision’s Call of Duty Mobile in the Asia-Pacific region, alongside Singapore-based game developer Garena.

Call of Duty Mobile is free for download and play but offers players a chance to improve upon certain aesthetic features and services of the game. Some of these aesthetic features include the player’s character look and weapons. These improvements are free following the accomplishment of in-game tasks. However, others are available for purchase. 

PvP (Player vs. Player) Competitiveness

Without the element of competition, monetization will prove challenging — no matter how good a game is. After all, there would be no point in making an in-game purchase if it confers no advantage in any field of play or regarding the games’ insights. 

There are exceptions like Rise of Kingdoms. Nonetheless, the top 10 games list in China abounds with games that pit players against each other. Even open-world RPG-style games need to have some element of PvP for them to be lucrative and popular in China. 

Daily Rewards

In-game rewards are offered to gamers who complete certain tasks in a game on their account. To use Call of Duty Mobile’s example again, gamers can receive skin and weapon upgrades for completing missions and accomplishing daily or seasonal tasks. This is also the case for other games in the Chinese mobile game market like Genshin Impact and PUBG Mobile. 

This can keep loyal gamers playing and making in-game purchases. However, making the simple act of logging in rewardable can go a long way in long-term player retention. Long-term player retention, otherwise known as “stickiness,” promotes player loyalty. In a market filled with up-and-coming games, player loyalty is an invaluable commodity — one that is easily earned by giving daily rewards in games. 

Localization

Localization adds a cultural layer to the gaming experience. It does this by giving a theme to a game that is unique to the target audience’s holidays or language. Many games in China have this feature, boasting interfaces and language settings optimized for a locality. 

Doing this will require additional research. You need to match localization with the complexity of your game. The simpler your game is, the more likely it is that you can get away with the least amount of localizing. 

What Your Game Plan Should Include

To bring your game into the Chinese mobile games market, your strategy needs to include the following: 

ICP License:

To register your mobile game on Chinese app stores you need an ICP license.

You may have heard of an ICP license if you’ve ever researched China’s internet landscape or spoken to anyone who has done business in China. In short, an ICP license is required in order to run a website in China. The Chinese government regulates the internet heavily, and part of that regulation includes requiring websites to have an ICP license.

ICP stands for “internet content provider.” An ICP license is obtained from the Ministry of Industry and Information Technology (MIIT) and is essentially a permit for your website to operate in China. The process for applying for an ICP license can be complicated and time-consuming, so it’s important to understand exactly why you need one before beginning the application process or going through an agency like ours.

GMA can help you with getting an ICP license and all the other procedures needed to launch a mobile game in China.

Pre-registration Incentives

In China, one strategy that can have mouths watering at the prospect of playing your game is pre-registration. Coupled with Chinese social marketing strategies, pre-registration generates a buzz that can draw curious gamers. Incentivize pre-registration, and your game will have millions of players before its official launch. 

Baidu SEO and Paid Advertising

As the largest search engine in China, Baidu has a huge user base that game developers can tap into. Baidu provides a number of powerful tools and features that make it easy to optimize games for the Chinese market.

That said, it’s important to note that Baidu SEO is just one piece of the puzzle when it comes to promoting a mobile game in China.

Native ads and paid advertising

Paid ads can help to generate buzz and awareness for a new game. With so many games available on the App Store and Google Play, it can be difficult for a new game to get noticed. Paid ads can give your game a much-needed boost in invisibility.

Paid ads can target specific demographics. For example, if you know that most of your players are male aged 18-24, you can target your ad spend accordingly. This ensures that you’re not wasting money on impressions or clicks from users who are unlikely to download and play your game.

Chinese Social Media Marketing

Social media, regardless of locality, remains to be a key driver of clicks and downloads. With the differences in social media platforms in the country, Chinese social media needs to be the focus of your social media marketing strategy. 

• WeChat – WeChat is the most popular messaging app in China with over 1.26 billion monthly active users. It’s a great platform for promoting your mobile game as you can share links and images easily with potential players. Great for nurturing, but also, don’t be shy to use the mini-game feature of the app, very popular in the mobile game market.
• Weibo – Weibo is one of the largest social networking platforms in China with over 400 million monthly active users. It’s a great place to connect with potential players and market your mobile game. You can post news and updates, share images and videos, and run advertising campaigns, and so on. Great to build a following.
• Douyin – With 600 million MAU, Douyin is an excellent social media platform to promote a mobile game in China. It has high user engagement and allows users to share videos of their gameplay. The target audience is mainly made of Gen Z and younger generations of consumers of the mobile game market. The native ads feature offers well-integrated ads with hyper-precise targetting options, so you don’t miss the mark.

Key Opinion Leader Marketing

Key opinion leaders (KOLs) are Chinese influencers that are enormous drivers of product recognition. The endorsement of a KOL can go a long way when marketing anything in China, including mobile games. 

KOL endorsement adds legitimacy to your game launch in China. Data on KOLs are available on big data platforms in the country. Effective KOL marketing strategy will require research and outreach. These are best done through an agency on the ground.

Want to Launch Your Mobile Game in China?

Mobile games are very popular worldwide and China is no different. As young people spend long hours on public transport, they often play games, which is very visible in the metro or public buses. The mobile game market is thriving and there is still a lot of room for up-to-date games from outside of China.

If you are interested in introducing your game to the Chinese gamers community but don’t know where to start, we are here to help! We are a China marketing agency with 10 years of experience with foreign brands wanting to enter the Chinese market. We worked with over 600 brands from different sectors.

Contact us, we have solutions for you! Feel free to ask for our case studies, as we have many interesting success stories to show;

As China continues to invest in sports infrastructure and global events, opportunities for brands and businesses are expanding. Whether it’s sponsorships, digital marketing, or product sales, understanding China’s sports culture is key to success.

At Gentlemen Marketing Agency, we specialize in helping foreign brands navigate the Chinese market. With years of experience in digital marketing, e-commerce, and sports industry insights, we know what works—and what doesn’t.

In this guide, you’ll discover the most popular sports in China, key industry trends, and actionable strategies to tap into this thriving market. Whether you’re in retail, sponsorship, or digital marketing, this article will give you the insights you need to succeed.

The Chinese Sports Culture

Sports are very important in Chinese culture, and many people participate in various activities for leisure, competition, and health benefits. The government invests heavily in facilities, training programs, and events to promote physical fitness and national pride at all levels.

General Sports Culture In China

Chinese people highly value physical activities and consider them an essential part of their traditions, including the general sports culture.

Basketball has become one of China’s most popular sports, with millions of fans across demographics, while martial arts maintain a significant presence due to their historical importance.

Other sports, such as ping pong, badminton, football (soccer), and table tennis, are also widely enjoyed by both amateur and professional athletes. This diverse landscape presents businesses with opportunities to reach consumers through sponsorships or collaborations with popular local

Government Policies Related To Sports

China has a long-standing emphasis on athleticism, which dates back to Mao Zedong’s era. The Chinese government continues to heavily involve itself in overseeing and funding sport-related affairs through a centrally planned hierarchical economic system.

This is done to strategically aim at international success and recognition while promoting national fitness programs.

The Impact Of Major International Sporting Events, E.g., The Olympics, FIFA World Cup, Etc.

Major international sporting events, such as the Olympics and FIFA World Cup, have had a significant impact on China’s economy and sports culture.

These events result in investments in infrastructure and facilities, leading to short-term economic growth. Additionally, they provide a platform for Chinese athletes to showcase their talents, inspiring future generations and fostering national pride.

Hosting events like the Formula One Grand Prix and ATP World Tour Masters 1000 also increases China’s visibility in various sporting disciplines previously unfamiliar or less popular among its population.

Basketball

Basketball is immensely popular in mainland China, with over 300 million people playing the sport, as per the NBA.

The sport has a particular appeal to young Chinese aged between 15 and 45 and represents an excellent opportunity for businesses targeting this demographic.

Basketball is more gender-specific, with basketball attracting mostly male players. It has gained traction in China as many NBA stars have visited the country for exhibition games or business ventures.

Key Basketball Events In China

Basketball is really popular in China, and the country hosts several important basketball events. The FIBA Basketball World Cup held in China in 2019 was one of the most significant sporting events in Chinese history.

It was hosted across eight cities and attracted millions of fans from around the world. Additionally, China annually hosts various international tournaments featuring top teams and players from around the globe, such as the Asia Championships and the CBA All-Star Game.

Prominent Players, Teams, And Leagues

The Chinese Basketball Association (CBA) league is a well-known basketball league, and the NBA games are also widely watched.

For example, basketball has gained immense popularity in recent years, thanks to the success of Chinese NBA player Yao Ming, resulting in an increase in interest among younger generations.

badminton has seen its share of stars like Lin Dan, nicknamed the “Super Dan,” who has won numerous world titles and Olympic gold medals representing China.

Table Tennis

Table tennis, also known as ping pong, is a beloved sport in China with numerous world-class players and several key events that attract fans from around the globe.

Popularity & Demographics Of Those Interested

Many Chinese enjoy playing table tennis, which is the most popular recreational sport in the country with an estimated 300 million players.

This fast-paced game is enjoyed by people of all ages and demographics, from young children playing at school to seniors enjoying a friendly match at a park.

In competition, table tennis has over 2761 players divided among the country’s 24 provincial teams, with roughly equal numbers of male and female athletes participating.

Table tennis has traditionally been favored among older generations while for example badminton attracts both younger players as well as retirees.

Key Table Tennis Events In China

Table tennis is considered among the Chinese as their national sport and an integral part of their cultural identity.

As such, there are several key table tennis events in the country that attract large audiences, including the China Open, which has been held annually since 1997 and attracts top players from around the world.

In addition to these international events, there are also domestic competitions that draw significant attention and support from fans across the country. These include the China Table Tennis Super League and the National Games of China, both of which showcase some of the best talent in Chinese table tennis.

Prominent Players, Teams, And Leagues

Table tennis is a popular sport in China and the Super League is the top professional table tennis league in the country.

Table tennis has produced famous athletes like Ma Long and Zhang Jike, who have won Olympic gold medals multiple times

Badminton

Badminton is another popular sport in China, with a large following and numerous world-class players.

Popularity & Demographics Of Those Interested

Badminton is a popular sports in China, with being one of the most widely played, boasting over 100 million Chinese players.

The popularity of this sport cut across age groups and social classes, with both recreational and competitive players found across all levels of society.

Key Badminton Events In China

China is a dominant country in badminton, hosting key events like the China Open and the BWF World Championships.

Chinese athletes have consistently performed well in both singles and doubles categories, winning a record 11 Sudirman Cup titles. It is important to pay more attention to China’s success in badminton.

Prominent Players, Teams, And Leagues

Lin Dan is a famous badminton player from China who has won multiple Olympic and World Championship titles.

The Badminton World Federation hosts major events such as the BWF World Championships and Thomas Cup.

China also has its own national league for badminton called the National Badminton Super League (NBSL), which features six professional teams competing in a season-long tournament.

Emerging Sports

Football (soccer) and e-sports are among the sports gaining popularity in China, with a growing number of enthusiasts and professional leagues emerging.

Other Sports Gaining Popularity, Such As Football (soccer)

The sports market in China is evolving as the country’s economy continues to grow and expand globally.

Soccer is an emerging sport that’s particularly enjoyed by younger demographics with its growing fan following increasing exponentially due to successful domestic leagues like the Chinese Super League (CSL).

E-sports an emerging sport

E-sports is an emerging sport, that has been gaining popularity in recent years. With the rise of online gaming platforms and the increasing accessibility of high-speed internet, e-sports has grown into a multi-billion dollar industry with millions of fans worldwide.

As a result, e-sports is now considered an emerging sport, with professional players and teams competing in global tournaments for cash prizes and sponsorships. 

For instance, major tournaments for games like League of Legends and Dota 2 are held in China, attracting top gamers from around the world with huge prize pools.

Reasons For Sports Popularity

Sports in China are culturally significant and historically relevant, with the government promoting them through development programs and facilities. Chinese athletes, teams, and leagues have achieved international success and recognition, which has contributed to the popularity of sports in China.

Cultural Significance And Historical Relevance

Sports in China have a rich cultural history, with martial arts being an integral part of traditional Chinese culture.

Sports promote physical health, mental balance, and harmony with nature, while also cultivating morality and ethics.

Tai Chi is an example of a sport that reflects the influence of traditional culture, with slow and rhythmic movements that improve balance and reduce stress.

Some popular sports, like table tennis, have their origins in ancient games played by emperors.

Political influence also plays a role in shaping the significance of sports in China, with leaders recognizing its potential to promote national unity and reshape negative global images through international competitions like the Olympics and FIFA World Cup.

Government Support And Development Programs

It’s important to understand the central role that government support and development programs play in shaping the sports culture of China.

Since the founding of the People’s Republic in 1949, sports have been an integral part of China’s political agenda. The government is also heavily involved in promoting and funding sports programs throughout the country.

One example is their recent efforts to promote winter sports ahead of hosting the 2022 Winter Olympics in Beijing.

Also, the Chinese government plans to build a $813 billion sports industry by 2025.

International Success And Global Recognition

The sports culture is gaining ground in China, with major events like the 2022 Olympic Winter Games and FIBA World Cup being hosted in the country.

Basketball and badminton have become two of China’s most popular sports, with notable NBA players Yao Ming and Jeremy Lin hailed as national heroes, and Lin Dan is considered one of badminton’s all-time greats with two Olympic gold medals under his belt.

This international success and global recognition of Chinese sports can provide valuable insights into consumer trends and preferences within the market.

Opportunities And Challenges For Businesses

There are huge opportunities for businesses to tap into the Chinese market, with a growing demand for high-quality sports products and partnerships with teams and athletes.

However, companies must navigate complex legal and regulatory environments, as well as cultural differences.

Current Market Size And Potential Growth Of Sports Products In China

The value of sports in China cannot be understated, as evidenced by the rapid growth of the sports industry at an annual rate of 10.9%. In 2019, the total market size of the industry reached RMB 2.95 trillion.

This growth is fueled by the increasing popularity of sports and fitness activities among the Chinese population.

For example, Adidas has seen significant benefits from its sponsorship partnership with the Chinese Basketball Association (CBA).

Opportunities In Sponsorship, Collaborations, And Partnerships With Sports Events, Teams, Or Athletes

Business opportunities in China include sponsorship, collaborations, and partnerships with sports events, teams, or athletes, which present numerous opportunities for businesses.

Sponsors can receive visibility through team logos on jerseys and billboards during tournaments, as well as mentions by commentators at live events.

The Olympic Games, such as the 2022 Beijing Winter Olympics, offer significant sponsorship opportunities for companies to align themselves with a global sporting competition while addressing specific aspects of their business objectives.

However, winners in China may face backlash elsewhere due to increased scrutiny of China’s human rights record worldwide.

Role Of Digital Media And E-commerce In Sports Product Marketing

China’s sportswear market has seen the importance and potential of digital media and e-commerce in promoting sports products.

Digital marketing has played a significant role in reaching out to Chinese consumers through online media platforms such as WeChat, Weibo, and Douyin.

E-commerce platforms have also transformed the way Chinese consumers purchase sports goods, making it more convenient to access a wide range of quality sportswear at competitive prices from all over the world.

The growth of digital technology is revolutionizing how we market sports products in China’s sportswear market.

With a population of 1.412 billion and relatively strong spending power, China holds great potential to become the largest sportswear market worldwide.

Legal And Regulatory Considerations

Compliance with Chinese laws and regulations is crucial when entering the market in China to avoid penalties or being banned from doing business altogether.

For instance, child labor laws and data privacy rules are some of the compliance standards that businesses need to adhere to.

Competition Landscape

The market is highly competitive, with minor local firms competing on pricing and bigger players dominating the market.

For example, Li-Ning and Anta are two of the top Chinese brands that compete with international giants like Nike and Adidas.

While there are challenges to entering or expanding in this crowded marketplace, opportunities exist as well. With China’s growing middle-class incomes and changing lifestyle trends favoring health and fitness activities, there is room for new entrants with unique value propositions to succeed.

We are your local partner in China!

In conclusion, understanding the most popular sports in China is crucial for businesses looking to tap into this market’s potential. By recognizing the cultural significance of these sports and their impact on society, companies can better develop strategies that resonate with Chinese consumers’ preferences.

With basketball, table tennis, and badminton leading the way, there are ample opportunities for growth and collaboration in the Chinese sports industry.

We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese 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.

At GMA, we’ve spent over a decade helping international brands succeed in China. We know what works—and what doesn’t—when it comes to marketing adult products in this complex yet lucrative market.

In this guide, you’ll learn how China’s sex toy industry is evolving, where to sell, and how to build trust with Chinese consumers. Whether you’re an established brand or just entering the market, this article will give you the insights you need to succeed.

Overview of the sex toys market in China

There are over 900 million sexually active people in China. Over 63% of the sex toy sales came from young adults aged under 35. Chinese sex toy market was booming in the recent few years.

According to data from Statista, the market size of adult toys in China amounted to 348.8 billion yuan, with 9% year-on-year growth in 2018.

Even though China is currently the largest exporter of sex toys in the world, accounting for 70% of available sex toys, they’re now reorienting their market on importation to meet the increasing demand from the domestic market looking for high-quality products.

The sexual revolution in China

The era of “feeling uncomfortable when talking about sex” is slowly fading away. Compared with European and American countries where people are more open about sex and topics about sex are not a “taboo” like it was in China. The country had been subject to the shackles of conservative cultural concepts.

The early adult products industry started late, it was difficult to increase the market volume, and the overall development was slow. The state’s supervision of the industry has also gone through a process from prohibition to strict management and control, and then benign guidance for sustainable development.

The change in regulations indirectly confirms domestic people’s rational understanding of sex culture, leading to increasing demand for adult products and the rapid development in the sex toys sector.

E-commerce is in the heyday of sex toys

In 1993, the first sex shop in China mainland was opened in Beijing. At that time, some customers hurriedly left their money and walked out without change after shopping because they were “shy”. People felt so awkward when purchasing in retail shops.

In 2003, the rise of e-commerce brought a catalyst to the industry. This year, China’s e-commerce was starting to see the buds of progress, and both Taobao and JD went online. Also this year, China’s largest adult product chain brand Jusechengren (Orange Adult in English) decided to break through the mist of secrets in the adult product industry for many years, and established the online platform “Jusechengren.”

In China, even though changes have been made, adult products are still a relatively sensitive industry.  E-commerce can well protect consumer’s privacy and it is very convenient to use with abundant comparable information as well as an efficient supply chain system, as a result, traditional offline operators have been surpassed by e-commerce.

In 2019, the scale of China’s sex toys market on e-commerce reached 38.92 billion yuan, with an annual growth rate of more than 50% for several consecutive years. It is expected to exceed 60 billion yuan by 2020.

Where to sell adult toys in China?

You can sell your sex toys in 2 main ways, that are offline distributions and online e-commerce.  Offline selling consists of sex toy shops, convenience stores, and supermarkets. It is a traditional way, even though its market share has been surpassed by online sales, but it still exists in China for now.

Another way to sell your products is e-commerce, which is very popular right now in China and also an ideal way for adult toys selling for convenience and secrecy.

As for online sales, B2C e-commerce is the most common and most competitive model. Competitors can be divided into three major camps:

• Large-scale comprehensive e-commerce;
• Vertical adult product e-commerce;
• Traditional medicine e-commerce.

B2B is currently the most mature and clearest profit model. This model is mainly composed of comprehensive e-commerce platforms represented by Alibaba and vertical sex toy e-commerce platforms represented by Chinasexq.

The C2C model is quite chaotic due to the low entry barriers. This model is monopolized by Taobao. After years of development, the C2C adult product market is moving from the blue ocean market to the red ocean one, and it is imminent to seek change. Especially when it concerns sex toys, where Chinese consumer is looking for high-quality, reliable and imported products.

How to enter the giant sex toy market in China?

Ensure the quality of your products

At present, most of the products on the Chinese market are low-end products, and there is a lack of private labels. Besides the distribution channels and marketing strategies, from the beginning, it is vital to ensure the quality of your sex products, as the market is in transformation where premium products are highly in demand.

The technical threshold of sex toy products is not high, but the distinction lies in product quality. From the perspective of consumer groups, today’s main force of adult products is no longer confined to the middle-aged group but tends to be a younger group, with rising affluence and higher requirements for quality.

Brand awareness & e-reputation: essential for your success

In China, consumer is very suspicious of products on the market because of several quality scandals happened, especially for sex toys that are in close contact with the body. If your brand is unknown, the Chinese will not buy your products.

Therefore, once you have ensured the quality of your products, the next step is sure to work on your brand awareness as well as your e-reputation. Chinese social media can help you. However, keep in mind that popular social platforms in the West like Facebook, and Twitter are all blocked in China by the Chinese Great Firewall. In China, people use WeChat, Weibo, Xiaohongshu, etc.

Wechat, with more than 1.2 billion users, is, without a doubt, the leading role in the market.  Chinese spend about 82 minutes per day on the APP, it is thus a powerful tool for your campaign. It provides three main advertising ways as the above picture shows.

Weibo is the largest open social network in China, having more than 550 million registered users. It is very efficient for your brand awareness through mass marketing. Every user on the platform can read every content published.

KOL marketing is efficient for a high conversion rate

KOL (Key Opinion Leader) marketing is usually applied on Weibo to a point that almost every KOL or celebrity that you can name has an account on Weibo.

KOL marketing is very popular now in China. Since most Chinese people do not trust the information disseminated through traditional marketing channels, KOL provides a more authentic and trustworthy form of advertising.  KOLs have established trust with the audience, they are more convincing than traditional advertising or branded content.

Choosing the right KOL who suits well your brand value, image, and concept can promote the conversion rate and bring the brand a good ROI.

This article is trying to give you as much information about the Chinese sex toy market. However, the market is giant, so it is a challenge and complexity.  There are many other social networks not mentioned and e-commerce platforms not presented.

How does work KOL marketing and what are the tricks behind it? How to choose a good KOL with trustable performance data? Those are important questions you should be clear with.

GMA, an expert in Chinese digital marketing, has more than 8 years of experience. If you are serious about your project and you need more information and help, please feel free to contact us.

Read also:

• Durex Wants the Chinese to be more Open about Sex
• The promising market of sex and sex toys in China
• Brands Should Invest More in Social Media Marketing in China – Especially true in 2020

Short videos and live streaming are now key to digital marketing in China. With WeChat’s massive user base, WeChat Channels offers businesses a powerful way to reach new audiences, drive engagement, and even sell products directly.

At GMA, we specialize in helping foreign brands succeed in China’s digital landscape. With years of experience in WeChat marketing, we know how to leverage WeChat Channels to boost brand visibility and sales.

In this guide, you’ll learn what WeChat Channels is, how it works, and why it matters for your business. Plus, we’ll share actionable strategies to help you get started and make the most of this fast-growing platform.

What are WeChat Channels?

Located inside the main WeChat app, WeChat Channels are a short-video sharing sub-platform that can be reached through the Discover tab right below WeChat Moments. WeChat Channels connect WeChat users, influencers, and brands by creating, posting, and sharing short video content. It is very much like Douyin and TikTok. 

How do WeChat Channels work?

Similar to other feed-based applications, the WeChat video feed also operates according to an algorithm. This algorithm determines which content appears on your feed among the accounts you follow. That said it also promotes content from all of your WeChat accounts depending on certain behaviors you exhibit while using the app.

In other words, users can discover and follow people and WeChat friends who are not in their contact list as well as brands. Or, they can discover official accounts they are not already following simply by exploring the app.

Live stream influencers, celebrities, and KOLs are also participating in the Wechat video platform. They help brands to reach out to a wide range of consumers. WeChat Channels just began allowing in-feed ads a short while ago, with popular brands such as Armani and BWM taking part in the beta test.

WeChat also released its Channel Store and now merchants can open stores and sell their products directly via their accounts. We only expect to see Tencent invest more in WeChat and add new functions, as they announced at the yearly WeChat Class PRO conference held with WeChat creators.

WeChat Channels: Video-based Content app

The content users see on a WeChat Channel is largely influenced by these factors:

• The location of the users
• The likes sent and received
• The accounts they are following and engaging the most
• WeChat contacts followings and engagements

WeChat Channels’ most popular content is trending viral videos that contain whatever is popular that day. This includes various types of challenges. Dance contests, memes, fashion trends, and of course food-related videos, etc.

WeChat Channels’ feed allows users to scroll through an infinite number of posts. All from their friends, favorite brands, active users, influencers, and official accounts.

How to register to WeChat Channels

To start posting on WeChat Channels, you will need to register first. There is a camera icon on the right corner of the screen of your WeChat personal account. Go ahead and click it.

To complete the registration create your Channels profile with your name, a description about you or your brand, and where are you located at. Please note that if you are applying through an official account, the administrator for both the WeChat Official Account and WeChat Channels accounts must be the same for the official brand account.

How to Post in WeChat Channels

The posts can be published through the feed in a few different ways:

• An hour in length of videos with a video size of 2GB
• Maximum 10 photos at each post
• The link to the official accounts can be added
• Hashtags that are related to the subject of the post
• WeChat Channels hint for foreign brands

To make the best use of WeChat channels try these hints

1. Link your Official WeChat Account and Channels Account: If a WeChat Channel is linked to an Official Account, it becomes verified and more trustworthy in the eyes of users. Users who stumble upon your Wechat channels dashboard will see the verification tick which might make them more interested in taking a look at what you do.
2. WeChat Channel is your weapon to promote your Official Account: You can improve the viewership of your Official Account content by promoting it on your verified WeChat video Channel.
3. Create the best content to stand out: Make the effort to post high-quality Wechat Channel posts. It works like magic. when you receive likes, those posts will appear on more people’s feeds. This way, you can organically grow your audience without putting in too much extra work. Plus, if you create content that is attractive and relevant to your business such as cool product demonstrations or giveaways you’re more likely to get those sweet likes that’ll help improve your channel ranking.
4. Focus on trendy hashtags: When you catch hashtags that could be used for your business, act fast and create smart content around them. By doing this, anyone searching for content related to that specific hashtag will be able to easily find your channel, which has the potential of enlarging your target audience greatly.

Why Should You Participate in WeChat Channels: Newest Developments

Holding online live concerts with famous Chinese stars, and organizing online shopping festivals like Good Things Festival or New Year’s Festival… WeChat Channels are attracting more young people to explore new features. If you’re interested in the Chinese market, then you’ve probably heard of WeChat and how significant it is when it comes to engaging with Chinese customers.

Using WeChat Channels is more beneficial when used with the entire Wechat ecosystem

WeChat Channels integrate with the WeChat ecosystem and function much better if you also have a WeChat Official Account and Mini Programs. In the whole ecosystem, WeChat Channels are more effective and beneficial for brands. That said most brands that utilize WeChat Channels, including the market giants, have a presence on Official Accounts Mini Programs channels.

WeChat Channels: Next TikTok? 

WeChat Channels are a great avenue to reach potential customers through video content that is live-streamed and has eCommerce capabilities. This new touchpoint can potentially be a great convergence of opportunities, especially since the short video market is on a steep rise.

WeChat Channels provide a great opportunity for KOLs and brands to up their short-video game and leverage the huge WeChat user base at the same time. Because of the boom in the short-video market, many brands have already started leveraging WeChat Channel’s features. And more are pushing their marketing plans to accommodate it.

Do you need help? We can assist you with starting your Wechat Channels account

If you want your brand to get ahead on WeChat, setting up a WeChat Channels account is one of the best ways to do so. Let us help you! Our agent GMA located in China can assist you in opening a WeChat Official Account and linking it to your channel for better results. In addition, we post high-quality content to increase your online presence. Contact us today.

In this article, we’re going to take a tasty trip across China and talk about the Top 30 Most Popular Foods that people love to eat. We’ll see foods from different cities and learn why they’re special. People in China eat these foods at home, in restaurants, and during holidays and festivals.

And we’ll see how more recently, imported food in China has also joined the already wide array of cuisine available!

So, get ready for a fun food adventure! Whether you already love Chinese food or are just starting to explore it, this list will give you a little taste of all the delicious foods you can find in China. Enjoy!

The 8 Cuisines of China

Chinese cuisine, with its rich flavors, diverse ingredients, and unique cooking techniques, holds a special place in the culinary world. Originating from various regions of China, each dish tells a story of the local climate, traditions, and culture, making Chinese cuisine an intricate tapestry of tastes and textures.

History of Chinese Cuisine

Chinese cuisine has a long and storied history that dates back to ancient times. Over thousands of years, various dynasties have contributed to the development and refinement of the cuisine, each leaving its own imprint.

Trade along the Silk Road introduced new ingredients and flavors, while regional variations led to the creation of distinctive culinary styles.

The philosophy of balancing Yin and Yang and the five elements – wood, fire, earth, metal, and water – also played a pivotal role in shaping the cuisine, emphasizing harmony in taste, texture, and nutritional value.

Eight Cuisines of China

Chinese cuisine is traditionally divided into eight regional cuisines, each with its unique characteristics and flavors:

Shandong Cuisine

Originating from the Shandong Province in Northern China, this cuisine is known for its seafood dishes, light and savory flavors, and precise cooking techniques, with a preference for braising and quick frying.

Sichuan Cuisine

Hailing from the Sichuan Province, this cuisine is famed for its bold, spicy flavors, with the liberal use of garlic, chili peppers, and the unique Sichuan peppercorn, which gives a numbing sensation.

Guangdong (Cantonese) Cuisine

From the Guangdong Province, Cantonese cuisine is characterized by its variety of ingredients, including everything from snakes to cats. It emphasizes fresh, crisp, and sweet flavors, with a preference for stir-frying, steaming, and roasting.

Fujian Cuisine

Fujian cuisine, originating from the Fujian Province, is known for its seafood dishes, umami taste, and a variety of soups and broths, often cooked with the unique “red distillers’ grain” for added flavor.

Jiangsu Cuisine

Hailing from the Jiangsu Province, this cuisine features fresh, mild, and sweet flavors, with an emphasis on soups. It’s known for its meticulous preparation and cooking techniques, which often involve braising and stewing.

Zhejiang Cuisine

Originating from the Zhejiang Province, this cuisine is known for its fresh and mellow flavors, with a variety of seafood dishes. Cooking methods include quick-frying, braising, and stewing, aiming to preserve the ingredients’ original flavors.

Hunan Cuisine

From the Hunan Province, this cuisine is known for its hot and spicy flavors, fresh aroma, and deep colors, using various cooking methods such as stewing, frying, pot-roasting, and smoking.

Anhui Cuisine

Anhui cuisine, from the Anhui Province, features wild herbs and simple, rustic flavors, with an emphasis on the original taste of the ingredients. Braising and stewing are the preferred cooking methods.

Together, these eight cuisines offer a diverse and comprehensive overview of Chinese culinary art, each contributing to the rich and varied tapestry of flavors that define Chinese cuisine.

30 Most Popular Dishes Among Chinese People

Now, that you know how to differentiate cuisines from different regions of China, let’s take a look at the most popular dishes.

Peking Duck (北京烤鸭)

Originating from Beijing, Peking Duck is renowned for its crispy, flavorful skin and tender meat. The duck is seasoned and air-dried before being roasted until the skin is crispy.

It is traditionally served with thin pancakes, hoisin sauce, and sliced scallions. People enjoy this delicacy in restaurants, especially during celebrations, and it’s a must-try for many tourists visiting Beijing.

Dim Sum (点心)

Dim Sum, originating from Guangdong, encompasses a variety of small, flavorful bite-sized dishes ranging from dumplings to buns and pastries. They are steamed, baked, or fried and are typically enjoyed with tea, especially during “Yum Cha” sessions in the morning or early afternoon in teahouses and restaurants.

Hot Pot (火锅)

Originating from Chongqing and Sichuan, Hot Pot is a communal eating style popular nationwide. A simmering pot of broth is placed at the center of the table, surrounded by a variety of raw ingredients like meat, seafood, vegetables, and noodles that diners cook themselves. It’s particularly popular in winter and is enjoyed in specialized hot pot restaurants.

Baozi (包子)

Baozi are steamed buns with various fillings like meat, vegetables, or sweet red bean paste. This versatile dish, enjoyed throughout China, is a common breakfast item and snack and is sold by street vendors and restaurants.

Jiaozi (饺子)

Jiaozi are traditional Chinese dumplings typically filled with meat and/or vegetables. They are a symbol of good fortune and are traditionally eaten during the Chinese New Year in Northern China, especially in family gatherings. They can be boiled, steamed, or pan-fried, often eaten with vinegar, spicy sauce or soy sauce.

Jianbing (煎饼)

Jianbing, a popular street food breakfast crepe from Tianjin, is made with a batter of wheat and grain flour, eggs, and is loaded with green onions, hoisin sauce, crispy fried dough, and sometimes additional fillings. It’s a common breakfast item, enjoyed on-the-go.

Mapo Tofu (麻婆豆腐)

Originating from Sichuan, Mapo Tofu consists of tofu set in a spicy chili- and bean-based sauce, typically with minced meat. The dish is known for its numbing and spicy flavor, resulting from the combination of chili peppers and Sichuan peppercorns. It’s a staple in both home cooking and restaurant menus.

Kung Pao Chicken (宫保鸡丁)

A classic Sichuan dish, Kung Pao Chicken features diced chicken, peanuts, vegetables, and chili peppers. The dish is well-loved for its flavorful, slightly sweet, and spicy sauce and is a common offering in restaurants and family gatherings.

Sweet and Sour Pork (咕嚕肉)

Originating from Jiangsu, Sweet and Sour Pork features deep-fried pork pieces in a brightly colored sweet and sour sauce made from sugar, ketchup, and vinegar. This dish is a staple in many Chinese restaurants and is enjoyed during regular meals and festive occasions.

Yangzhou Fried Rice (扬州炒饭)

Originating from Yangzhou, this fried rice dish is a delightful mixture of ingredients like shrimp, ham, peas, and eggs, giving it a colorful and appetizing appearance. It’s a common dish in restaurants across China and is often enjoyed as a main course or side dish.

Lanzhou Hand-Pulled Noodles (兰州拉面)

This dish from Lanzhou features hand-pulled noodles served in a flavorful beef broth with sliced beef, radish, and cilantro. It’s a popular street food and is commonly consumed as a hearty meal in noodle shops throughout China.

Xiaolongbao (小笼包)

Xiaolongbao are steamed soup dumplings originating from Shanghai. They are typically filled with pork and a rich, savory broth. These dumplings are a popular delicacy enjoyed in restaurants, and people often consume them with ginger and vinegar or soy sauce.

Beggar’s Chicken (叫花鸡)

A traditional dish from Jiangsu province, Beggar’s Chicken involves wrapping a whole, marinated chicken in clay and slowly baking it. The result is incredibly tender and flavorful meat. This dish is often reserved for special occasions due to its lengthy preparation time.

Yuxiang Rousi (鱼香肉丝)

Yuxiang Rousi, a dish from Sichuan province, translates to “fish-fragrant pork slices“. It is made with pork, peppers, and other vegetables in a spicy, sweet, and sour sauce. Despite its name, the dish doesn’t contain fish but mimics the flavors used in traditional Sichuan fish cooking.

Hainanese Chicken Rice (海南鸡饭)

Originating from Hainan, this dish features poached chicken with a gelatinous texture, served with rice cooked in chicken broth and various dipping sauces. It’s a staple dish enjoyed in both regular meals and during festivals in Hainan.

Zha Jiang Mian (炸酱面)

Zha Jiang Mian are Beijing-style noodles topped with a savory soybean paste sauce, minced meat, and various fresh and pickled vegetables. It’s a common everyday meal enjoyed in homes and restaurants.

Pineapple Buns (菠萝包)

Pineapple Buns are sweet buns predominantly popular in Hong Kong. They have a sugar-crusted top that resembles a pineapple’s surface, hence the name. They are commonly enjoyed as a snack or breakfast item in bakeries and cafes.

Dan Dan Noodles (担担面)

A spicy noodle dish from Sichuan, Dan Dan Noodles consists of noodles covered with a sauce of sesame paste, chili oil, minced pork, and green onions. It’s a popular street food and is also enjoyed in restaurants as a main dish.

Cantonese Roast Pork (叉烧)

Cantonese Roast Pork, or Char Siu, is a dish from Guangdong. The pork is marinated in a sweet and savory glaze before being barbecued or roasted. It’s commonly enjoyed in Cantonese restaurants, often with rice or noodles.

Biang Biang Noodles (biángbiáng 面)

Biang Biang Noodles, from Shaanxi province, are known for their thickness and length. The hand-pulled noodles are served with a spicy and savory sauce, often topped with vegetables and meat. They are enjoyed in restaurants and are a staple in the region.

Cong You Bing (葱油饼)

Cong You Bing are Chinese scallion pancakes, a savory, non-leavened flatbread folded with oil and minced scallions. They are typically enjoyed as a snack or breakfast item and are sold by street vendors and in restaurants.

Stinky Tofu (臭豆腐)

Stinky Tofu is a form of fermented tofu with a strong odor, typically deep-fried and served with chili sauce. Originating from the Southeastern maritime provinces, it’s a popular street food in night markets, especially in Taiwan and Hunan province.

Wontons (馄饨)

Wontons are small dumplings typically filled with minced meat and/or shrimp. They can be boiled and served in soup or fried and eaten with dipping sauce. Wontons are enjoyed throughout China in restaurants and homes, especially during winter.

Century Egg (皮蛋)

A preserved egg product made by curing eggs, Century Eggs have a jelly-like consistency and a strong, unique flavor. They are often eaten with congee or used in cooking and are available year-round in markets.

Mooncakes (月饼)

Mooncakes are traditional Chinese pastries enjoyed during the Mid-Autumn Festival. They are typically filled with sweet bean paste or lotus seed paste and sometimes contain salted egg yolks, symbolizing the moon. They are exchanged as gifts and shared among family and friends during the festival.

Roujiamo (肉夹馍)

Roujiamo, often referred to as a Chinese hamburger, is a Shaanxi specialty. It consists of chopped meat (usually pork or beef) with spices and herbs, stuffed in a flatbread. It’s a popular street food and is enjoyed throughout the day.

Guilin Rice Noodles (桂林米粉)

A popular dish in Guilin, Guangxi, Guilin Rice Noodles are served in a broth, often with sliced beef, pork, vegetables, and peanuts. This dish is a staple in the region and is commonly enjoyed in specialized noodle shops.

Yunnan Crossing Bridge Noodles (云南过桥米线)

A noodle soup from Yunnan, Crossing Bridge Noodles come with a separate serving of ingredients including meats, vegetables, and noodles, which are added to the hot broth by the diner. It’s a common meal in Yunnan and is enjoyed in restaurants specializing in this dish.

Fujian Buddha Jumps Over the Wall (佛跳墙)

Buddha Jumps Over the Wall is a luxurious Fujian dish made with various high-quality ingredients like shark fin, sea cucumber, abalone, and shiitake mushrooms, slow-cooked to perfection. This dish is reserved for special occasions and is enjoyed in high-end restaurants.

Hakka Stuffed Tofu (客家酿豆腐)

Hakka Stuffed Tofu consists of tofu cubes stuffed with a mixture of ground meat and herbs, then cooked in a savory sauce. This dish is primarily found in Guangdong, Fujian, and Taiwan and is enjoyed in homes and restaurants, representing the culinary traditions of the Hakka people.

We Are The Perfect Guides on Your China Journey!

Embarking on a culinary journey through the vast landscapes of China has uncovered a myriad of flavors, textures, and cooking traditions. From the spicy kick of Sichuan cuisine to the sweet subtlety of Jiangsu dishes, each region tells its unique tale through the language of food.

At Gentlemen Marketing Agency, we understand the power of connection and the universal language of food. For Western brands aiming to establish a presence in China, tapping into the culinary heritage is an insightful way to understand the preferences and lifestyles of the Chinese people.

By integrating this knowledge into tailored marketing and e-commerce solutions, we help brands build meaningful relationships and navigate the vibrant and diverse Chinese market.

Whether your brand is related to the food industry or operates in a different sector, understanding the cultural nuances and regional diversities of China can be a game-changer.

Let the Gentlemen Marketing Agency be your guide in exploring opportunities, building connections, and crafting strategies that resonate with the Chinese audience. Together, let’s cook up success in the dynamic and ever-evolving Chinese market! Contact us to schedule a free consultation with one of our experts.

Understanding China’s distribution channels, import regulations, and digital marketing landscape is essential. Unlike Western markets, Chinese consumers rely on e-commerce, social media, and trusted importers when choosing foreign wines.

We are GMA, Gentlemen Marketing Agency. With years of experience helping international brands enter the Chinese market, we know what works. From navigating government regulations to building a strong online presence, our expertise has helped wine exporters successfully grow their business in China.

This guide will break down everything you need to know about exporting wine to China. You’ll learn how to find the right importers, comply with regulations, and use digital strategies to reach Chinese consumers.

The development of the imported wine market

The history of the imported wine market in China began in the early ’80s when foreign companies could sell their products in the country for the first time. Grape wine is not endemic to Chinese culture but it sure has found a way into Chinese middle class households!

The Chinese Wine Industry is principally based on rice wine, but this doesn’t mean the grape version isn’t appreciated by the Chinese; on the contrary, grapes are considered the main ingredient of special wines, those destined for wealthy people.

The demand for wine has rapidly increased since 1990 when Chinese interest in imported products started to grow. During the 90’ such demand grew at such a rapid rate that the quality of products dramatically lowered because the supply wasn’t enough to satisfy it.

Finally, when PRC entered the World Trade Organization in 2001, many new foreign players started importing their goods there, and this event, together with the rise of the middle class’s demand, made the import of wine grow even more rapidly.

Today, the country has one of the highest wine consumption growth rates in the world, which is mainly related to imported grapes wines instead that rice wines. btw, if you are wondering does China produce wine, the answer is yes. Check it out for yourself with this post on ice wine.

Imported Wines & Wine exports during the pandemic

The wine industry is one of those sectors that suffer the most. In fact, while many categories have incredibly restarted the rise from April, the wine imported market didn’t see any light during the first half of 2020.

In short, pretty much the whole world suffered a decrease in production and in wine export to China, especially France which saw a 45% fall, followed by Italy, Spain, and Australia at 30%.

The only country that kept growing in the middle of a disaster was Argentina, with a 590% increase.

But economists are positive, that China is the country that is reemerging better than any other from the crisis. It is esteemed a fast recovery of the wine market in the near future.

What are Chinese tastes in the matter of imported wine?

Foreign products are the top dogs in the country when it comes to grape wine with the middle class that has grown wary of food additives and national standards in the food and beverage productions sector.

Small and large wineries should definitely take advantage of this fact in their communication.

The Rise of sparkling wine in China

Even if the Chinese have always preferred still wine to the sparkling kind, the second is gaining market shares in the last years, it has seen steady growth since 2015 but sparkling wines still account for 90% of the imported wine market.

Are Australian wine exports gaining the favor of the Chinese People?

Australian wines are at the top of the list of the most imported wines in China, followed by France, which has been the favorite wine for years.

Australian wine took the lead in 2019 probably due to two main reasons:

1. the first was the great effort of Australian companies in educating Chinese consumers, an example is the brand Penfold’s

2. China-Australia Free Trade Agreement (CHAFTA) in 2015, thanks to which Australian brands can import product with zero tariffs.

In 2020, the order was shaken once again. China’s General Administration accused Australian wine export companies of violating anti-dumping regulations. This decision can turn the tables and makes it climb off the podium soon.

French Wine: the most famous in the Chinese market

Not even two years ago, France was leading undisturbed with the most famous red wine in China: the Bordeaux. It sounds weird but the Bordeaux red wine is so famous in China that local wines feel foreign in comparison with it.

The reason why Bordeaux has no rivals is that French people have been very good at marketing, they have never sold a wine, they have sold an idea. When a Chinese buys this prestigious wine is like buying a symbol of sophistication. French wines have mostly positioned themselves on the premium market.

However, with Australia (and Chile behind both) striving to gain market share, France has started to change its strategy and no more betting everything on one wine but reinforcing the position of other strong protagonists of its industry, such as white wine, Rosé, and Champagne. Champagne’s imports to China grew by 9.1% from 2018 to 2019.

The Chinese market is witnessing the rapid growth of Chilean Wine

During the last decade, Chilean companies have been able to triple the yearly export of their wines to China thanks to their capacity to change the consideration of Chinese of Chilean wines.

In the beginning, this wine was has a bad reputation, in fact, the Chinese bought it just because of its price; but recently, many Chilean brands have been good to give the Chinese a new reason to buy it, which is the particular fruity flavor.

In 2020, Chile sold 154 million liters of wine to China, three times more than those sold in 2010.

The price of Italian wine doubled in 5 years

In the last five years, Italian wine has doubled its price and the amount of wine sold in China has increased by 10 million liters.

While the higher price indicates the increase of awareness of Italian wine in China, the amount of wine sold to Chinese consumers is not impressive, especially if compared to the production level of the country: more than a quarter of wine in the world.

Spain plans the road to the success with huge potential

Up to now, Spain’s growth has been quite irregular, there have been years with a high level of growth and others of sharp decrease.

A solution seems to have been found, several wineries have had a confrontation to find a unique way to operate, so in 2019 the Chinese and Spanish association was established with the scope of promoting the culture and the sales of Spanish wine in China.

Together we conquer China

A beautiful alliance was born in June 2020. Chile, Argentina, South Africa, New Zealand, and the US together with a Chinese partner named Shanghai’s Grapea & co., created an online marketing campaign that has the objective of letting the Chinese know about their wine.

Free virtual masterclasses and videos about food pairings for wine, history, and winemaking were published on digital platforms like Tiktok, WeChat, and Tmall. Their final scope? Build “new worlds wine” brand awareness.

In concrete…

Here are the top 10 countries that imported more wine to China in 2019 (in terms of value):

1. Australia
2. Francia
3. Chile
4. Italy
5. Spain
6. United States
7. Argentina
8. Portugal
9. South Africa
10. Germany

How to export wine to China?

1. Find an Importer/distributor and work through traditional distribution channels
2. Find a digital marketing agency and work on your reputation & visibility
3. Abide by food safety law, Follow Chinese government regulations, local standards, and trademark law (discover food safety law here)
4. Apply for all necessary licenses to complete the exporting process

Who are traditional importers and distributors of wine in China?

Oil and Foodstuffs Corporation (COFCO)

COFCO was the unique importer during the first years in which China began to import wine and, according to the volume of distributed wine, is still the leader in China. COFCO uses a logistics company called C & D for the bulk of its imports into China.

ASC Fine Wines:

ASC Fine Wines is representative of over 100 wineries and more than 1,200 different wines.

East Meets West (EMW) Fine Wines:

East Meets West (EMW) Fine Wines representant of more than 600 wine brands from more than 12 different countries.

Torres China:

Torres China only sells wine coming from the world’s most renowned wine-producing regions. A good option for wine producers positioned on the premium market

Globus Wine Company:

Most of Globus Wine Company’s wine comes from boutique producers and it represents around 200 producers.

Summer Gates:

Summer Gates only sells high-quality products of well-known brands.

Where you can find your partner in China to export wine?

There are a lot of distributors and importers in the Chinese market, it isn’t easy to find the right one as it isn’t simply that they accept your request for collaboration.

This is because they want to work with companies already well-known in China, or with an online reputation. They want to sell fast without any being uncharged by doing branding.

However, in short, to answer this question, we can say that you can make a digital search (but can be time-consuming), rely on a partner that can connect you with the online and offline market (as we can), or attend a trade fair.

There are many wine trade fairs in China and outside China where you can find interesting companies to work with.

Exporting wine to China: Here are some of the most famous wine shows

• China Wine & Food Fair
• China National Food Wine and Spirits Fair
• ProWine China
• Top Wine China
• World Bulk Wine Exhibition

How to build your online reputation?

First of all, you need a Chinese website. The website must be hosted in China, if not consumers would not bear to wait a long time for loading the pages. Also, the content must be adapted to Chinese consumers’ tastes.

Chinese are used to being online many hours per day visiting numerous websites; Chinese companies are very competitive, they use many digital channels, beautiful design, good storytelling, and attractive videos and images.

So, you cannot do less, otherwise, your target doesn’t even consider you.

Secondly, you need to be found. You cannot just pretend to have your own place in the huge digital ecosystem and become popular in China.

In order to be found, you must be present on the different digital platforms. Various channels connected to each other give you more possibilities to be seen as reliable and interesting in your potential customers’ eyes.

What are the main digital platforms wine exporters to China need to know about?

Being active online is essential for any company hoping to do business in China, and there are a few key reasons why:

1. The Chinese peoples are increasingly tech-savvy and rely heavily on the internet for information and purchases.
2. An online presence provides a way to reach Chinese consumers directly, without relying on intermediaries.
3. An online presence allows you to build relationships with potential customers and nurture those relationships over time.
4. An online presence can help you create a strong brand identity in China.

And this applies as well when looking to build local traditional distribution channels unless you already have a solid connexion. However, a strong online presence will help down the line with sales increase. In, investing in product awareness is not something you can afford.

SEO/SEM and a Website will help you export wine to China

Website in Chinese: This step is important for wine exporters as it will enable SEO & Paid Advertising. Your Website is going to be one of the first contacts between you and the Chinese importer.

Baidu: is the most important search engine in China (it owns 70% of the Chinese market share for search engines). Doing SEO or SEA is the first thing to do to be found. This is where a local importer will look for you and information about you.

Chinese Social Media

WeChat: is the most used social media in China, Chinese use it to pay, do shopping online, follow KOLs, receive newsletters, and so on. Wechat has been invested by the most serious brands and companies.

For wine importers looking at building a distribution network, it is absolutely key to have not only a WeChat account but also an H5 Brochure with all your listings that can easily be shared.

Weibo: an open social media, very used by KOLs and very useful to build brand awareness. This social media is a powerful weapon to advertise, company can use keywords, cooperate with KOLs and make creative campaigns to become popular. It also belongs to Alibaba, which also owns Tmall, and Taobao, the most popular e-commerce platform in China.

Douyin: also known as Tiktok, is the most popular Chinese social media outside of China but is also very influential in the country. Chinese love watching short videos made by their favorite influencers or KOCs (Key Opinion Consumers) on it. So, you should also consider doing branding on it.

China’s wine market is not just made of middle-aged men, in fact, many young people have found an interest in wine drinking. And Douyin is the perfect channel to reach out to a new and younger audience that is interested in more than red wine.

Convince Grape Wine drinking lovers you are worth it on Q&A & Forums

Zhihu: is a Q&A forum (the Chinese version of Quora). If you have chosen to do SEO on Baidu, this will be a fundamental tool for your SEO strategy.

Wine producers should be on this Q&A platform reaching out to Chinese wine consumers and sharing their knowledge. It’s an excellent place to reach out to niche targets such as wine lovers and build your online reputation

Baidu Zhidao: also a widely used Q&A in china, only not taken as seriously as Zhihu. However, because it belongs to the Baidu eco-system, your post there will have a visibility boost

Sell Wine on Chinese Ecommerce platforms

Tmall: a very popular e-commerce platform in China and probably one of the best options to sell wine in China. Chinese love to use it especially for buying luxury products or high-quality products.

It has a very good reputation which makes it one of the best places to sell wine online since Chinese consumers want to buy foreign wine because of its high quality and what it represents.

Pinduoduo: The group-buying platform has taken over the people’s republic, from first tier cities to third tier cities. Its’ C2M (consumers to manufacturer) business model allows the platform to offer lower prices in the market.

The platform is affordable to merchants as well, however, it’s worth mentioning that the average consumer’s basket is lower than Tmall or JD which have a user base in bigger cities.

Thirds party apps and platforms: With the country having so many different regions and markets you could very decide to focus on bigger cities for instance and only sell through a WeChat mini-program.

There are many other social media and digital platforms you can take into consideration, just contact us and we tell you what the better strategy for your brand is.

Want to start selling wine in China?

GMA can help your company to make the right decisions in order to be competitive in China, find the right importers and distributors, help you to get a license to sell wine in China, and build your online and offline marketing strategy to conquer the Chinese market.

GMA has been helping companies make it big in China since 2012. We have teams made of people from all over the world and passionate by the market.