In China, all brands should have a presence on Social Media . Be there or forget about selling …
“In China, if you are not on Social media, you don’t existe , Jack Ma
1️⃣ Focus on Short Video & Livestreaming
📌 Douyin & Kuaishou dominate user engagement—short videos & real-time shopping convert the most.
📌 Livestream e-commerce is a must—brands using livestreaming see 3-5x higher conversion rates.
2️⃣ Leverage RED (Xiaohongshu) for Branding & WOM Marketing
📌 Chinese consumers trust peer reviews over ads—80% of Gen Z checks RED before purchasing.
📌 Use KOCs (micro-influencers) for authentic content—real users drive better engagement than big celebrities.
3️⃣ Private Traffic on WeChat = Long-Term Success
📌 WeChat Mini Programs & Groups keep customers loyal—direct connection = repeat sales.
📌 Brands using WeChat CRM & exclusive VIP groups see a 2x increase in retention.
4️⃣ AI & Personalization = More Conversions
📌 Douyin & Weibo use AI-driven content discovery—optimize content for China’s algorithm-based platforms.
📌 Localized, interactive, and personalized content wins—China’s social users demand engagement, not generic ads.
5️⃣ Scarcity & FOMO Marketing = High Engagement
📌 Limited-time product drops & “blind box” sales work best—urgency drives impulse buys.
📌 Use exclusive campaigns on social media to build hype—pre-launch buzz = bigger sales.
🚀 China’s social media is fast, competitive, and AI-driven—adapt, engage, and go viral!
China is a huge market and Chinese people are very connected. Thus, to attract them is easy; you must use Chinese social media to be present on the internet. You must create a trusting relationship with your target and the best way is to pay attention to what they want. Chinese people spend on average 25 hours per week on social media. Thus, the Internet is the most effective and the most profitable for your business in China.
Since it is now possible to perform online transactions, it is more interesting for a brand to implement its notoriety on the web. China is now one of the countries that interest foreign brands; this is particularly due to its economic growth and the high number of Chinese Internet users. Indeed, China is ahead of many countries in this area.
In China, social media isn’t just marketing—it’s the entire customer journey.
From discovery to purchase, everything happens on platforms like Douyin, RED, and WeChat.
1. Create official account on WeChat, Red, Douyin the most important Chinese social media
Chinese people use WeChat to share moments, photos, and news and talk with their friends. This app has now more than 1 billion active users in the world. To attract Chinese consumers, being present on WeChat is a good strategy. Your WeChat official service account is your visit card. Possibilities are unlimited! You can advertise and promote on WeChat, you can create a WeChat store for your products, create a mini-program with gamification, or even an H5 brochure.
The first thing that you must do is to create a WeChat account. Chinese people can follow you thanks to your QR code and can be informed concerning your news. You can use WeChat to promote your products or offer some promotions to your followers and make them participate in your brand. It’s a good idea; Chinese consumers can feel more concerned and more privileged.
REDNotes: Quick Tips to Succeed in China
🔥 1️⃣ Master RED (Xiaohongshu) for Branding
📌 80% of Gen Z in China checks RED before buying—treat it like a search engine.
📌 KOC (micro-influencer) marketing > big KOLs—authenticity wins.
📌 Lifestyle-focused content works best—not hard-selling, but storytelling.
🔥 2️⃣ Dominate Douyin for Sales & Virality
📌 Short videos + Livestreaming = 🚀 instant conversions.
📌 Douyin’s AI algorithm rewards engaging, interactive content.
📌 Offer flash deals & exclusive in-app discounts for fast traction.
🔥 3️⃣ Build Private Traffic with WeChat
📌 WeChat Groups & Mini Programs = Long-term customer loyalty.
📌 VIP WeChat communities = higher retention & repeat purchases.
📌 Direct engagement via WeChat boosts customer trust & conversions.
🔥 4️⃣ Leverage FOMO & Scarcity Marketing
📌 Limited-edition drops & exclusive collaborations = hype.
📌 Mystery box campaigns & timed promotions drive impulse buys.
📌 Create pre-launch buzz with influencers & countdown teasers.
Western brands think of social media as a tool. In China, social media is the marketplace. If you’re not on Douyin, you don’t exist.
2. Be active and post original content on Chinese social media
To have a WeChat account is just the first step, but you must be active. Share content and you can also create storytelling concerning your brand. Chinese really appreciate this idea. The goal is to educate the consumer about the brand and its values through a story that he can easily relate to. You can also choose to go multichannel; be everywhere to become visible online. Think about Baidu SEO, reviews, and video marketing on Douyin or Kuaishou… follow the trends!
A storytelling campaign must create emotion in your target Chinese consumers while exposing them to the values of your company. Your prospect in China will be more open to adhering to your values.
Success in China isn’t about just selling a product—it’s about building a digital community. Brands that engage, entertain, and interact will always win
The Chinese consumer is constantly approached by commercials and so it is important for a foreign company to propose a way to experience the brand in a less invasive manner. Especially if your brand is a travel, fashion, luxury, or lifestyle brand in China, storytelling is key to creating a story about your brand.
Think Local, Act Digital
📌 Localize content—what works globally won’t always work in China.
📌 Use AI-powered targeting & personalization for ads.
📌 Speed is key—China’s market moves fast, test & adapt constantly.
Douyin for Brands (2025 Guide)
1️⃣ Leverage Short Video Storytelling
📌 Show transformation—before/after styling, outfit transitions, wardrobe hacks.
📌 Fast cuts, engaging text, and trending music keep users hooked.
📌 Fashion storytelling works—highlight craftsmanship, sustainability, or designer inspiration.
2️⃣ Work with the Right KOLs & KOCs
📌 Fashion KOLs drive brand discovery—partner with influencers who align with your aesthetic.
📌 KOCs (micro-influencers) = more authentic engagement—Chinese consumers trust real users.
📌 Use unboxing & styling challenges—create interactive campaigns.
3️⃣ Sell Directly via Douyin Store & Livestreaming
📌 Livestream shopping = 3-5x higher conversions than traditional ads.
📌 Live try-ons, styling tips, and exclusive drops create urgency.
📌 Use flash sales, limited-time coupons, and audience Q&A to boost sales.
4️⃣ Follow Douyin’s Fashion Trends & Hashtags
📌 Trend-driven fashion performs best—monitor #OOTD, #StreetStyle, #MicroTrends.
📌 Tap into local fashion subcultures—Chinese consumers love niche aesthetics.
📌 Engage with seasonal and event-based fashion trends (e.g., Singles’ Day, Chinese New Year, 520 Festival).
5️⃣ Use AI-Powered Ads for Hyper-Targeting
📌 Douyin’s algorithm knows what users want—run targeted Dynamic Product Ads (DPA).
📌 Retarget users who engage with your videos & livestreams.
📌 Optimize for in-app conversions—direct users to Douyin Store, not external links.
3. Pay attention to your e-reputation to succeed in China
Weibo is a famous microblogging site in China. Chinese people use daily this website and share a lot of information. It’s a mix between Facebook and Twitter. 70% of active users think that information in Sina Weibo is reliable, more than the information in Chinese newspapers. To compare, only 9% of Americans think that the information on Twitter is reliable. Everyone can only post 140 Chinese characters; we can express more things than 140 words on Twitter. Chinese Weibo users follow their hobbies group like cosmetics, travel, or even cooking.
So, it’s important to be active and to share true information on social media. If not, Chinese people can also ruin your reputation in only one post. Online reputation is built through social media, and what other people say about you, but you can also increase your visibility and play with your e-reputation through undercover marketing for example.
If you post comments and reviews on Q&A websites or blogs, you can increase the digital word-of-mouth about your brand. Chinese people only trust and buy products if there are a lot of positive reviews about them, so create them!
4. Bet on KOLs and influencers to promote your business
KOLs, (Key Opinion Leaders) have a major place in China. Chinese consumers need trust and they make a lot of research to find better information. KOLs relay information on Weibo or other social media. So, if you want to be known, you need to collaborate with KOLs. Social media influencers are everywhere, and they are talking about your brand. There are KOLs for every budget, don’t underestimate how people can trust influencers. If no one talks about your brand, you will get no attention and no sales.
They are people who have an active presence and a huge number of followers on social media networks. Influencers could be bloggers, celebrities, or people who have a great presence on social media platforms and a vast amount of followers. But, no matter who they are, the most important is to understand the influence they have on Chinese consumption. Even if KOLs can be considered as “small” with a little audience, people are more willing to trust “normal” people like them rather than big stars who can be interested in money.
5. Find a good digital marketing agency for your project in China
Social media represent a huge part of Chinese life. Thus, if you want to attract them, you need to adapt yourself to their habit. You must be present, share content and find news to appeal to them. In China, the social media landscape is different from the fields.
Adapt. Engage. Localize. The future of branding in China is social-first
If you want to establish your brand in China or just if you want to create a tailor-made digital marketing strategy to succeed in social media, you will discover how complex knowing the Chinese ecosystem is. You will need advice and ongoing care from a specialized agency;
GMA stands for Gentlemen Marketing Agency and our team of China experts can help you! From the differentiation of Chinese social media to the digital campaigns to promote your business in China through social media, contact us to be advised! Every brand can succeed in China with the right advice.
