The online accommodation market in China has become one of the most competitive and fast-evolving in the world. For international hotel brands, understanding how Chinese consumers search, compare, and book is the key to visibility and growth.

At our agency, we’ve helped dozens of global hospitality brands adapt their marketing to China’s unique digital ecosystem. From Baidu SEO to WeChat and Ctrip, we know what drives bookings, what builds trust, and what mistakes to avoid.

In this guide, we’ll share proven hotel marketing strategies to help your brand succeed in China’s booming online accommodation market: step by step, from local visibility to full digital integration.

Promoting your Hotel to Chinese Travelers

Having a Chinese Website

As you probably already know, having a Chinese website is essential for your business in China. In China, the majority of the population is not fluent in English so if you don’t have a Chinese website, it will be impossible to attract Chinese tourists. On your website, you will be able to display your services and present your company, but also to promote some hotels by giving a discount for example.

Promote you Hotel in China on Baidu SEO

Considered the “Chinese Google”, Baidu is the most popular Chinese Search Engine and stands as the 5th most consulted website in the world. As of 2021, it represents 71.9% of the Chinese market share. In comparison, only 4% of internet research is done with Google in China. So, to put it simply, Baidu is a step you can’t skip in China if you want to promote your hotel or online booking website.

• Traffic Acquisition SEO & SEM

If you want to use Baidu, the best solution is to have your website hosted in China, for faster loading. It is crucial to have visitors on your website to arouse their interest, and it must attract visitors by SEM (pay-per-click, banners …) or SEO, talking about your website on forums.

Chinese Social Media are Best to Promote & Advertise your Hotel Online

With the rising use of social media in China, it is undeniable that you will have to use these platforms if you want to boost your reputation. However, if you’re not familiar with these apps, you can contact us for more information and tips.

• Weibo

Launched by Sina Corporation in August 2009, Weibo is one of the biggest social media platforms in China. This platform has been a huge financial success, with surging stocks, lucrative advertising sales, and high revenue and total earnings per quarter. Boasting over 600 million users with 224 million daily users, it would be considered as offensive to merely label Weibo as the ‘Twitter of China’ (although the name literally means Micro Blog). In fact, this innovative platform is tailoring itself to E-Commerce marketing options more effectively than the bulk of its competitors. By using Weibo, you will be able to advertise your company and give and share content with your consumers.

• Wechat

As the first Social Media in China, Wechat allows you to open an official account and publish news, like a Blog or newsletters. As experts in this field, we can help you to create an official Wechat account and explain how to manage it.

In order to do business in China and promote your brand, you will need to have an official account and a WeChat H5 brochure. Then you should create content on Wechat and share it in groups.

The best tools on Wechat

• You will be able to create a brochure presenting your company
• Spread marketing content
• Send vouchers/discounts to your followers
• Work on your Community Management
• Use Wechat mini-programs

• Douyin

As one of the most popular short-video apps in China, Douyin is expected to reach 555 million daily active users in 2023. Both Douyin and TikTok are owned by Bytedance, a Chinese tech company. Douyin literally means “vibrant music” and we can say that its name perfectly matches the short-form videos (less than the 60s) allowing users to combine it with dynamic background music and creative filters. This short-video content format immediately distinguishes Douyin from traditional Chinese social media platforms like WeChat and Weibo, in which the content still focuses on text, images, and longer videos. Douyin can be a strong way of advertising, especially if you hire a KOL (Key Opinion Leader) to do the promotion of your company.

Make Good Use of Online Travel Forums

Chinese travel platforms are really useful as they can give you a lot of information, on what to do, where to go, where to do shopping, what you should see, where to sleep…

• Lvmama.com（驴妈妈)

Lvmama.com is a very popular website for those who want to travel alone. If you don’t want to travel with a travel agency on a group tour, you can go on this website. There are tons of travel tips for self-drive travel all around China. You can also book some of the most famous attractions’ entrance tickets through this website at a reasonable price.

• Mafengwo.com (马蜂窝)

Mafengwo is also a website that provides professional travel advice. If you want to find local tips and advice, this website will suit you. There are millions of travel tips for most of China’s tourist destinations. You can find destination brochures, attractions tips, and many more useful guides on this website.

• Baidu travel（百度旅游)

Baidu Travel is one of the best travel guides online and you will be able to find all the Chinese travel destinations brochures.

• Lvping（驴评网)

Lvping is a travel forum in which most Chinese tourists are posting their reviews and feedback on flights and hotels. It can be compared to the Tripadivsor.com website.

• Daodao（到到网) 

Daodao is the Chinese website of Tripadvisor.com. Since its launch into the Chinese market, Daodao has made a great contribution to correcting comments and advice on China’s hotels and destinations. You will find real advice and comments on this website. Some of their advice is useful when traveling to someplace that you are not familiar with. They don’t provide direct hotel booking services, but their comments on hotels are valuable for you to book a good hotel in your destinations.

5. e-PR (Press Relations)

Doing PR in China is very important. It allows you to promote your service to a wide variety of Chinese citizens. This communication is primarily based on appealing visuals, but also on feedback and testimonials from tourists.

You have to remember that online public relations in China and particularly in the travel industry, are increasing at a rapid pace.

Register your Hotel on Chinese (& other) Online booking companies

A few online booking companies have emerged in China, distinguishing themselves among thousands of websites. Their success was possible because of Chinese society’s digitalization. Chinese are using their phone for everything, and they have access to millions of hotels on the internet, which is cheaper and more convenient for them. 

In the second half of 2019, more than 50% of online hotel bookings were made through Meituan in China. Following Meituan, the Chinese online travel agency Trip.com held more than 1/4 of the online hotel booking market based on the number of bookings.

Chinese Online Booking Companies

The competition is fierce between online booking companies as more and more companies adopt the platform model, where users are able to access a wide range of services and products on just one site or app. Meituan, for example, offers everything from food delivery to group-buying deals and movie tickets, on top of its hotel-booking platform – all of which can be accessed via its mobile app or on its mini-app in Tencent’s WeChat.

• Meituan (美团)

Meituan is not only famous for its food delivery, but it is also the most popular online hotel booking platform in China. However, Meituan is different from Ctrip as it is more popular among smaller cities, and offers cheaper hotel rooms, whereas Ctrip tends to attract more affluent consumers from big cities like Beijing and Shanghai with its inventory of high-end hotels around the country and internationally. 

• Ctrip (携程)

One of the most popular online bookings for hotels in China is Ctrip. Ctrip is a comprehensive travel website providing hotels and flight booking in China. You can also find some tour packages booking and more travel services for China. It has been a large company since its establishment in 1999. You can book most hotels in Chinese cities on this website. Its strategy is to focus entirely on travel. The company already provides an array of services required for a holiday – from transport, such as flight and high-speed train tickets, to hotel bookings, package tours, and attraction tickets. Users can also book car rentals or an airport transfer service on the site.

• eLong.com (艺龙)

Elong is a professional website for booking hotels and flights in China. You can find thousands of hotels on this website from the most luxurious hotels to the cheapest budget hotels. Elong has become one of the biggest hotel booking providers in China. There are many discounts on hotels on this website. They also have some hotels abroad for Chinese people who want to go abroad.

• Qunar (去哪儿)

Qunar can be considered as the most popular travel website for those who want to book flights and hotels with a discount price. This website provides the lowest price hotels compared to other websites.

Foreign Online Booking Companies

• Trip.com

Trip.com is in fact the international booking site of Ctrip (see previous part). Compared to the other analyzed hotel booking websites, Trip.com seems to clearly have the most hotels in their Chinese portfolio which is not really surprising since China is the homeland of Trip.com. You have to take into account that Trip.com includes the hotel reviews of Ctrip. Therefore it’s obvious that Trip.com outranks the other booking websites when comparing the number of reviews.

• Agoda

Since acquired by Booking Holdings more than 10 years ago, Agoda, one of Asia’s best online travel platforms, has been pursuing a stronger position in the Asia Pacific and China. It already has strong brand awareness in Asia Pacific markets like Singapore and Thailand, but the company’s presence in China, the world’s biggest outbound tourism source market, remains relatively small. Agoda is in fact an online travel agency and metasearch engine for hotels, vacation rentals, flights, and airport transfer. While Trip.com Group stays close with Booking.com as a distribution partner, Agoda works with Meituan and Fliggy.

• Booking.com

Headquartered in Amsterdam, Booking.com is a Dutch online travel agency for lodging reservations and a subsidiary of Booking Holdings.

• Expedia

Expedia is an online travel agency owned by Expedia Group, an American online travel shopping company based in Seattle. The website and mobile app can be used to book airline tickets, hotel reservations, car rentals, cruise ships, and vacation packages.

Further Reading: The Hotel Industry in China

In recent years, online booking for hotels has become a very lucrative business in China. Many companies saw the potential of this industry and were able to seize this opportunity in order to attract not only the younger generation but also the older ones. Booking a hotel in China is not only easy but it is also more convenient and faster than before. 

Online Hotel Booking: A Very Lucrative Market

The hotel industry in China has developed rapidly from 2004 to 2019, driven by greater numbers of domestic and international tourists, increasing living standards, and per capita spending for tourism. Higher room prices, greater demand for services and quality, and industry deregulation have also supported revenue growth over the period. The 2008 Beijing Olympics and the 2010 Shanghai World Expo boosted the industry’s development by spurring significant investment in fixed assets and network expansion. Then, the use of the internet and smartphones have greatly contributed to online hotel booking websites.

In 2019, the transaction value of China’s online hotel booking market reached 195.25 billion yuan, up from around 176.5 billion yuan in the previous year. About 939 million hotel room nights were estimated to be booked online that year.

The Chinese Rating System for Hotels

From small, simple hotels (1-star) to giant luxurious hotels (5-star), the size, quality, and brands of hotels in China are as variable as the customer’s demand. With such a variety of hotels, star ratings give us an idea of what to expect. In fact, what often gets by as a five-star hotel in China would rarely rate as a four-star anywhere else in the world.

However, standards cannot be judged precisely from star ratings, as the approach and manner of rating in China and that in the West might not be the same. All around the world hotels are rated from one to five stars by official national and international bodies, but there are various systems, like the HOTREC star system in Europe. In China, hotels are officially rated by the Chinese National Tourism Association (CNTA). You can see the  CNTA star ratings on some websites like hotels.com for example.

Lastly, even if a hotel in China would usually not have the same facilities, services, or specifications as an identically rated hotel in the US, with tourism being one of the fastest-growing industries in China, hotels are fast improving their facilities to Western standards, especially in the major cities.

The Hotel Industry During the Covid-19 Pandemic

The hotel industry has been one of the most strongly affected industries as a result of the COVID-19 pandemic. Many small hotels have been struggling to remain viable during this period of economic uncertainty. However, during the Covid-19 lockdown, Chinese people were able to save money.  After the lockdown, people started to go back to a “normal” life again and wanted to travel after these long months of restrictions. Indeed, as they were only able to travel inside China, it allowed the Chinese hotel industry to gain more Chinese tourists instead of foreign tourists. And, as you probably already know, people in China are using their smartphones for everything, from delivering food to booking a hotel. So, online booking websites have seen a rising demand during these last few months.

Our services for hotels and tourism professionals

As pure players, we have been working with hundreds of Chinese and foreign companies over the years. You can contact us for more information so that we will be able to talk about your projects.

Learn more about our services for you here

For international brands, understanding China’s food culture goes far beyond recipes or restaurant trends. It’s about grasping how traditions, etiquette, and evolving dining habits influence consumer choices and brand perception.

At our agency, we’ve helped global F&B and lifestyle brands enter the Chinese market for over a decade. From decoding regional preferences to adapting marketing messages for platforms like Xiaohongshu and Douyin, we’ve seen firsthand how culture shapes success.

In this article, we’ll walk you through the essentials of China’s food culture and modern dining habits—so you can connect with Chinese consumers authentically, build trust, and position your brand for long-term growth.

Food in China: From tradition to modernity

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Ever since the 1980s, China has developed a broader and deeper relationship with food than the rest of the world, as a result, Chinese culture was able to benefit from other countries’ rich cuisine and unique cooking recipes. China is a nation with an ancestral history of food culture, and as such food has become an essential part of Chinese culture.

Over the last 20 years, Chinese citizens have deeply changed their eating habits, and food in China has undergone many transformations. The experience of great famines during the communist era, made them pay attention to what they eat.

Privatization of agriculture resulted in a skyrocketing of field productivity and since the 1990’s Chinese consumers are no longer starved with an average of over 3000 kcal per day and per capita. Free trade allowed China to recover its 3500 years old culinary tradition.

Chinese people like to eat

The food is holly in China. Knowing how to cook is still very important for a woman. To illustrate this commitment to food, I’ll give you some examples of everyday life :

• The first thing a chinese person will ask to a foreigners is : “Do you like Chinese food ?”
• The second one will be : “Are you accustomed yet to chinese food ?”
• The third one is : “Do you know how to cook chinese food ? (Be careful never to say yes, otherwise you will have to invite them!)

Besides, the first thing you must ask when you are going to visit a family in China is  « chi fan le ma »? which translates to “Have you eaten already ?”

Restaurants in China

As already explained in a previous article about restoration in China, Chinese people like to go to restaurants quite often with colleagues, childhood friends, family, and business partners. Restaurants in China are affordable and you can eat there every day. Chinese citizens like to say that the food at home is always tastier than in the restaurant (if it’s well made). This is not necessarily wrong, nor bragging as the food they can buy by themselves should be better than the one used in most restaurants.

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Chinese like to do shopping at the market or supermarket because the quality is better. Mostly fresh foods. Thus, it is impressive to see that even at 6 am you can see seniors doing their shopping there just in order to benefit from the best products.

Chinese have confidence in foreign supermarkets such as Carrefour for the quality and also the fact that the Cold Chain is never broken. They are quite curious about foreign food but rather chauvinistic so according to the foreign food will never compare with the Chinese one.

No doubt that the fastest growing exotic food is the so-called “American junk food”.  For instance, Mac Donald and KFC are very well established in China and attract more and more young people.

Wasting food in China: a “tradition” the Country wants to Stop

Surprisingly Chinese love both abundance and wasting stuff. For them, there must always have food on the table, so do not try to finish everything or more will soon come on the table. If you invite make sure that the meals are in abundance if you do not want to lose your face (especially for business). The dishes are ordered in even numbers, it brings you luck.

The tradition wants the food to be plenty and various on the dining table with meat, fish, vegetables, but also different cooking styles ( steam, fried, or in sauce). It is important to always have a spicy dish on the table, with alcohol flowing. Chinese people prefer large tables for many people, fifteen is good, but sixteen or more is better. The louder you talk the better fun you have. That’s the reason why in China one often hears quite unpleasant noise in a restaurant one is not accustomed to it yet. The better if you invite is to book a private room for your guests to ensure freedom of speech.

Rules of etiquette when eating in China

The person invites (and pay), chooses the dishes, which means that the dishes are not individuals, but for all the guests. One has to pick in all the dishes, without embarrassment. Having cooked something sophisticated is a sign of politeness. At first, the Chinese will always insist to pay and will get angry if you want to share or pay for them. The right attitude is to invite them for another time later to keep a good relationship with good guanxi

One surprising thing you should do is to force your guests to taste, eat, or drink. It is always very friendly to fill the glass of your host. For example, as far as a Ganbei is finished, the glass should be filled in 3 seconds. And in China, we also use toast and drink ing “bottoms up” as a way to show virility. Before drinking, you must tapper the glass against the table if others are too far. Usually, after 10 Ganbei, there is a warm atmosphere, and you can make fun of the Chinese becoming reddish. more details alcohols China

The Chinese Diet

Historically, famines were a great threat but today it is rather an obesity. McDonald’s and Coca are accused, but also the candies’ market that is skyrocketing.

The diversity of meals.

The Chinese are well known for using everything as a cooking ingredient. They have a saying: « everything that has 4 legs eat except chairs ». Thus, one can find all sorts of dishes, focused on some body parts. The Chinese, who are fairly superstitious believe that eating a part of an animal provides resources for this part. So, if you have vision problems, it is good to eat fish eyes. If our heart is fragile, chicken hearts are an excellent remedy. If you have impotence problems … I guess.

Calcium deficiency

One striking figure in China is the fact that unlike us, they suffer from a lack of milk products in their alimentation. No cow’s milk, but often tofu (soybean)’s milk. No cheese or very little. Chineses do not cook with butter or cream and consume little or no yogurt. They do not like dairy products, but it has probably provoked calcium deficiencies and may explain their smaller size and less weight due to lower bone density.

Food in China: Traditions and customs

The Chinese eat with chopsticks … it’s not a scoop. But eating with chopsticks requires pre-cut all the food before serving. This gives a very fine food. They use a rotating round table where each guest can pick up the desired quantity. The Chinese take three meals a day. One early in the morning (6 am), one at 11 am and the last one after work (6 pm). Breakfast is often still traditional: things not eaten the day before, prepared rice, Chinese egg hundred years (marinated in vinegar) tofu milk with a sort of churros.

1. Diversity of Cuisine

China’s cuisine is incredibly diverse, with each region offering unique flavors and dishes. The major regional cuisines include Sichuan, Cantonese, Shandong, Jiangsu, Fujian, Hunan, Anhui, and Zhejiang, each known for specific ingredients, cooking techniques, and flavors.

2. Importance of Freshness

Fresh ingredients are paramount in Chinese cooking. Markets with fresh vegetables, seafood, and meats are common, and meals are often prepared with ingredients bought that day. see this franchise good restaurant

3. Balanced Flavors

Chinese cuisine emphasizes a balance of flavors—sweet, sour, bitter, spicy, and salty. This balance can vary significantly between regions. For example, Sichuan cuisine is known for its bold and spicy flavors, while Cantonese cuisine tends to be milder and slightly sweet.

4. Rice and Noodles

Staple foods vary by region. In southern China, rice is a staple, while in the north, noodles, dumplings, and bread-like dishes made from wheat are more common.

5. Tea Culture

Tea is an integral part of Chinese culture, with various types such as green, black, white, oolong, and pu-erh. Tea ceremonies and the art of tea making are important cultural practices. concept of restaurant here

6. Dining Etiquette

Chinese dining etiquette includes using chopsticks, sharing dishes family-style, and showing respect to elders by serving them first. It’s also customary to tap the table with fingers as a sign of thanks when someone pours you tea.

7. Healthy Food

Chinese cuisine often incorporates the principles of traditional Chinese medicine. Ingredients are chosen not just for flavor but also for their health benefits. Ingredients like ginger, goji berries, and ginseng are common for their believed health-promoting properties.

8. Street Food (always so good)

Street food is an essential part of Chinese culinary culture. Local snacks and dishes like jianbing (savory crepes), baozi (steamed buns), and chuan’r (skewers) offer a taste of authentic Chinese flavors.

9. Festive Foods like Dumplings

Certain foods are traditionally eaten during festivals. For example, mooncakes are eaten during the Mid-Autumn Festival, dumplings during the Spring Festival, and rice dumplings (zongzi) during the Dragon Boat Festival.

10. social media and Food in China

Understanding these aspects of Chinese food culture can enhance your appreciation and enjoyment of the cuisine while also helping you navigate the social and culinary norms in China.

Social media has had a profound influence on food culture in China, transforming how people discover, share, and experience culinary delights. One platform that stands out in this landscape is Little Red Book (Xiaohongshu or RED). Here’s an exploration of its impact and the broader influence of social media on food in China:

Little Red Book (Xiaohongshu or RED)

**1. **Platform Overview xiaohongshu is a social media platform combining user-generated content with e-commerce. It allows users to share reviews, recommendations, and experiences about products, including food and dining. the social networks for lifestyle in China

**2. Food Discovery Users share posts about their dining experiences, recipes, and food recommendations. This content helps others discover new restaurants, cafes, and street food spots, often highlighting lesser-known or trendy places.

**3. Influencer Impact Food influencers and bloggers on Little Red Book have significant sway. Their posts can drive traffic to specific restaurants or create viral food trends. Their recommendations are trusted by their followers, influencing dining choices and food purchases.

**4. Visual Appeal The platform’s focus on high-quality visuals makes food content particularly engaging. Beautifully presented dishes and aesthetically pleasing food photos attract attention and drive user engagement.

**5. Recipe Sharing Home cooks and chefs share detailed recipes and cooking tips. This exchange of culinary knowledge encourages users to try new dishes and cooking techniques at home.

**6. Reviews and Ratings Users can post detailed reviews and ratings of restaurants and food products. This community-driven feedback system helps users make informed dining and purchasing decisions.

Read more

https://www.linkedin.com/pulse/chinese-food-beverage-market-2024-healthy-indisposed-dax6e

Broader Influence of Social Media on Food in China

**1. Trend Creation Social media platforms like WeChat, Weibo, and Douyin (TikTok) are instrumental in creating food trends. Viral challenges, unique dishes, and food hacks often originate and spread rapidly through these platforms.

**2. Marketing and Branding Restaurants and food brands use social media for marketing and branding. Engaging with customers through posts, stories, and live streams helps build brand loyalty and attract new patrons.

**3. Online Ordering and Delivery Social media integration with food delivery apps like Meituan and Ele.me has streamlined online ordering. Users can order food directly through links on social media posts, making the process convenient and efficient.

**4. Virtual Communities Social media has fostered virtual food communities where enthusiasts share experiences, tips, and recommendations. These communities often focus on specific cuisines, dietary preferences, or cooking methods.

**5. Cultural Exchange Social media facilitates cultural exchange, introducing users to global cuisines and culinary practices. Exposure to international food trends influences local tastes and encourages culinary innovation.

**6. Real-time Feedback Restaurants receive real-time feedback from customers through social media. This immediate interaction allows businesses to address issues promptly and improve their services.

**7. Health and Wellness Trends Social media has amplified the focus on health and wellness in food choices. Trends like clean eating, plant-based diets, and functional foods gain traction through influencer advocacy and user discussions.

In summary, social media, particularly platforms like Little Red Book, has significantly influenced food culture in China by driving food discovery, creating trends, and fostering a vibrant community of food enthusiasts. This digital shift has transformed how people interact with food, from cooking and dining to reviewing and sharing experiences.

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China’s Regional Food differences.

Each region of China has its specialties and its habits. Coastal regions have the habit of eating a lot of fish and seafood, while mainland areas eat more meat and cereals. Traditionally, the north is generally characterized by warm dishes. Shanghai’s Kitchen is marked by sweet dishes. Southern cooking is pretty sweet plus all local peculiarities, snake, monkey, and rat … In the west, Sichuan, Hunan it is very spicy.

As for minorities, they have their own traditions. One can find cheese and yogurt among the Mongols (which would explain their superhuman strengths). Tibetans mix barley flour with tea and yak butter. And we must not forget the famous barbecues of the Uyghurs. I could go on like this as there are hundreds of specialties.

China’s Diet fast evolution

In China, everything evolves very quickly. And food habits are no exception. Rice and grains have lost their importance, and the Chinese are increasingly consuming meat (300% of the growth of meat consumption between 1978 and 1994).

 The Chinese did not usually eat sweets but consumption trends changed in China, and candies ‘ products are skyrocketing, like cereal bars, cakes, chocolates, and chewing gum. Sweet drinks (Coke, fruit squash, and lemonade) are gradually replacing tea, the official Chinese drink. We also note the increase of consumption of oil (for frying), sweets, and alcoholic beverages, see the alcoholic beverage market in China.

Chinese Households food budget..

It is estimated at 36% of the budget, according to a study by the ICC. Chinese urban spend on average 36% of their total budget on food (13.4% in France). The variation depends on the income. The 10% poorest urban devote 47.4% on food. The 10% of the richest devote 28% to food and they consume fewer grains and more fruits and milk. Currently, the budget share devoted to food is losing its importance in favor of housing, health, and education.

Except for cereals and vegetables, all other food products are increasing their share of the global food consumption reflecting changing lifestyles. For instance, the number of dairy products consumed per year increased from 4.6 kg/capita in 1995 to 18 kg/capita in 2007, while that of cereals fell from 130kg/ capita in 1995 to 75.9 kg/ capita in 2007. Consumption of pork remained stable (18.4 kg to 20 kg), the poultry consumption increased (3.4 kg to 8.3 kg) and that of seafood (7.7 kg to 10 9kg) less significantly.

Etiquette for conducting business in China

Meals and banquets are an important aspect to take into account when doing business in China, indeed meals and banquets are often used as a setting to form business deals, build relationships and even more importantly, show respect to your future business partners. Some of the practices associated with dining in China may vary depending on the city however, there are several standard elements of dining etiquette that will be practiced all over China.

Seating arrangements: As for the seating arrangements for conducting business meetings in China, the most main guest sits on the side of the table, the furthest away from the door, and positioned in the middle place of the table, the second most important person seated next to them and so on, this process should be repeated in descending order of importance.

Table Manners: Dining etiquette in China can be a bit more organized than in many western countries and the protocol can also vary according to the level of formality used between the participants. Most Chinese business meals are in the form of banquets, often with a huge number of dishes available. It is considered good manners to serve others before serving yourself, also in order to be seen in a good light, try eating everything you are served, of course without showing displeasure.

Toasting and drinking: The meal’s host will usually make a toast at the start of a meal and if you are the honored/main guest it may be a good idea to reciprocate the toast soon after, or at the end of the meal. It is commonplace to toast the health of the host and all the people present and to the prosperity of the business that brought all of you together. Keep in mind that when drinking, never refill your own glass yourself, instead refill your neighbors and they will, in turn, fill yours.

Last but not least, the bill!

The bill: It is standard practice in China that whoever has invited you to take part in the meal to pay the bill, bear in mind that you should not offer to leave a tip, indeed this is not common practice in China and is technically illegal…

Food Trends in China

• Modern chinese food is the latest culinary trend taking over China, and Shanghai is leading the way ! Modern chinese food is essentially consists of combining creatively  local flavours with traditional ingredients in order to create unique and attractive menu items.
• According to Meituan’s database (one of China’s delivery service alongside Dianping) , Sichuan cuisine made up the highest percentage of eateries for 2017 and 2018, representing 4% (2017) to 5% (2018). Meituan also reported that young chinese millennials (indivuals born in the ‘90s) are the driving force behind this trend, which represents around 51% of all dining out options.

• The popularity of coffee has encouraged all kinds of food innovations. Nowadays, chinese consumers can not only drink coffee, but also eat it ! The forms and coffee varieties have become even more diversified than it was before. From the simple basic coffee to coffee and tea, coffee and alcoholic drinks, the consumption form has also expanded from drinks to coffee snacks.

Impact on the chinese food market

Luosifen, a very odorant noodle dish from the southwest of Guangxi province has experienced an unexpected increase in popularity in China during the COVID-19 pandemic.

A humble noodle dish originating in southwest China’s Guangxi Province became a national hit and something of a limited commodity during the pandemic. As a result, Chinese consumers can’t get enough of it. Luósīfěn (螺蛳粉), or river snail rice noodles, originated from the city of Liuzhou, where it has been served in street-side stalls as an affordable snack since the 1970s. The unique dish, known for its pungent aroma, is made from simmering snails, pork bones, and several spices for many hours, resulting in a spicy broth that is served with rice noodles, fermented bamboo, dried beancurd, peanuts, and vegetables.

Read more

China Social Media Marketing 2025: Top Platforms and Winning Strategies

Foreign brands always ask me:” “Philip, which Chinese social media platform should I be on?”

My answer: “All of them… if you have Alibaba’s budget. But if not, choose wisely, or you’ll burn cash faster than you burn dumplings.”

China’s social media is not like the West. Here, apps are super-apps. We don’t just scroll. We shop, we pay rent, we book a massage, and yes… we might even break up with someone on WeChat. That’s the ecosystem you’re entering.

Let’s break it down.

The Top 5 Platforms in 2025

1. WeChat (微信)

Still the king. With 1.3 billion users, it’s like oxygen. You don’t choose WeChat. You have to use WeChat.

• Mini-Programs = Your mobile site + e-commerce + loyalty card, all in one.
• Official Accounts = Your brand blog + CRM.
• WeChat Pay = Everyone’s wallet.

Tip for foreign brands: Don’t just post pretty content. Use Mini-Programs for sales funnels. Example: Nike runs exclusive sneaker drops inside WeChat, bypassing Tmall and JD.

2. Douyin (抖音)

746 million users, endless scrolling. It’s short video + livestream = shopping machine.

• Algorithm stronger than your ex’s stalking skills.
• Livestream = conversions that make your CFO cry with joy.

Example: Cleer Headphones did a livestream push on Douyin and sales jumped 1.5× overnight. That’s the power of TikTok’s big brother.

3. Xiaohongshu (小红书 / RED)

The fashion, beauty, and lifestyle temple. 300 million users, mostly Gen Z and millennial women.

• UGC “notes” feel like diaries, not ads.
• People search here before buying anything: “Best anti-aging serum 2025” → boom, your product must appear.

If you’re a luxury or fashion brand: this is your credibility stage. Dior, Chanel, and local indie brands all play the same game:authentic seeding (种草).

4. Weibo (微博)

Still relevant. Think of it as Twitter + TMZ + Crisis Hotline.

• Want to go viral? Do it on Weibo.
• Want to manage a scandal? Also on Weibo.

Example: When Kris Wu had his scandal, every brand rushed to Weibo to distance themselves. Lesson: keep a Weibo account even if it feels “old school.”

5. Kuaishou (快手)

The “real people” platform. 380M DAUs, deep in Tier 2–4 cities.

• More grassroots, less polished than Douyin.
• If you sell affordable fashion, household goods, or snacks → this is your battlefield.

Example: Local down jacket brands kill it on Kuaishou with “farmer-to-fashion” livestreams. Authenticity converts better than glossy ads here.

10 Winning Strategies for 2025

1. AI Is Your Intern (That Never Sleeps)
   Baidu’s AI , DeepSeek, Douyin’s algorithm… these tools target better than any human. Use them to test content, adjust bids, and personalize at scale.
2. Livestream = Sales Engine
   $200B in sales already. On Douyin or Taobao Live, a good host can move more inventory in 2 hours than your Paris boutique in 2 months.
3. Partner with KOCs, Not Just KOLs
   Key Opinion Consumers (micro-influencers) = higher trust, lower cost. JD Sports boosted sales this way. Why? Because real people sell better than celebrities who can’t pronounce your brand name.
4. Grass-Planting (种草)
   Think content marketing + SEO + Instagram aesthetics. RED users literally type “Best handbags under 5000 RMB.” If you’re not there, you don’t exist.
5. WeChat Mini-Programs
   Your shop-in-shop inside WeChat. Nike, Sephora, Starbucks use them for loyalty, flash sales, and exclusives.
6. UGC Everywhere
   Foreign brands often fear user-generated content. In China, it’s gold. Ubras (underwear brand) reposts customer selfie : authenticity sells.
7. Cross-Platform Strategy
   Douyin for awareness, WeChat for conversion, RED for trust. Stop treating platforms separately. Chinese consumers hop across them like it’s a fashion show.
8. Go Lower-Tier
   Growth isn’t just in Shanghai. Kuaishou + Pinduoduo dominate smaller cities, where consumers have cash and less brand loyalty.
9. Real-Time Trend Riding
   Weibo hot topics + Douyin memes = brand exposure. Example: vivo and BYD surfed trending hashtags for free PR. Timing matters.
10. Social Commerce Integration
    Remove friction. In China, “I saw it, I liked it, I bought it” happens in 3 clicks. If your funnel is longer than that, you’re done.

The Future of Social Media Marketing in China

• AI as Co-Creator: Virtual influencers, auto-generated scripts, predictive targeting.
• Global Expansion: Douyin, RED, and even WeChat pushing outside China : foreign brands can use this to test markets.
• Hyper-Niche: From “frog lovers” to “玄学 youth,” China’s subcultures are goldmines if you respect them.

COME TO CHINA OR STAY HOME?

For foreign brands:

• Stop thinking in “campaigns.” Think in ecosystems.
• Forget control, embrace UGC chaos.
• Don’t just show products. Tell stories that feel real.

And most importantly: localize with humor, honesty, and speed. In China, if you’re slow, you’re dead. If you’re fake, you’re roasted.

• These terms often originate from online platforms like Douyin (TikTok) or gaming communities and spread rapidly through social media  .
• They reflect youth culture, addressing themes like social competition (内卷), emotional expression (破防了), and lifestyle choices (躺平)  .
• Abbreviations and puns are common, driven by input methods (e.g., pinyin shortcuts) and a desire for concise communication

We are a Digital Agency in China, since 2012.

These words can be used in your Marketing Campaign.

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1. yyds (永远的神)

• Meaning: Abbreviation for “yǒngyuǎn de shén” (eternal god), used to describe someone or something exceptionally outstanding, similar to “GOAT” (Greatest of All Time) in English  .
• Example: “桂林米粉就是yyds！” (Guilin rice noodles are the greatest!)  .

2. nsdd (你说得对)

• Meaning: Short for “nǐ shuō dé duì” (you are right). It expresses agreement but can also be used sarcastically to end a discussion abruptly  .
• Example: “Nsdd, 我都听你的。” (You’re right, I’ll follow your advice.) 

3. xswl (笑死我了)

• Meaning: Abbreviation for “xiào sǐ wǒ le” (laughing to death), equivalent to “LOL” in English. It signifies something is hilarious 2.
• Example: “这个视频太搞笑了，xswl！” (This video is so funny, LOL!) 

4. u1s1 (有一说一)

• Meaning: Short for “yǒu yī shuō yī” (say one thing if there’s one). It emphasizes honesty and straightforwardness, similar to “honestly” or “let’s be real” .
• Example: “U1s1, 这杯果汁真好喝。” (Honestly, this juice is delicious.)  .

5. bdjw (不懂就问)

• Meaning: Abbreviation for “bù dǒng jiù wèn” (if you don’t understand, just ask). It introduces a question politely, akin to “just wondering” in English 
• Example: “Bdjw, 什么是阿基米德定律?” (Just wondering, what is Archimedes’ principle?)  .

6. 内卷 (nèijuǎn)

• Meaning: Literally “involution,” it describes intense, often pointless competition in areas like education or work, leading to diminishing returns for everyone involved  .
• Example: “职场内卷太严重了。” (The workplace involution is too severe.)  .

7. 躺平 (tǎng píng)

• Meaning: “Lying flat,” a lifestyle trend rejecting societal pressures to overwork and pursue material success. It advocates for minimal effort and contentment with simplicity  .
• Example: “我不想加班了，干脆躺平吧。” (I don’t want to work overtime anymore; I’ll just lie flat.) 

8. 破防了 (pò fáng le)

• Meaning: Originally from gaming, it means “breaking defenses,” now used to describe being emotionally overwhelmed, whether by sadness, inspiration, or heartwarming moments  .
• Example: “看到那个故事，我直接破防了。” (Reading that story, I was emotionally shattered.)  .

9. 显眼包 (xiǎnyǎn bāo)

• Meaning: “Attention seeker,” but often used affectionately to describe someone or something conspicuously bold or charmingly quirky 
• Example: “他真是个显眼包，每次聚会都逗笑大家。” (He’s such an attention seeker, always making everyone laugh at parties.)

10. 特种兵旅游 (tèzhǒngbīng lǚyóu)

• Meaning: “Special forces-style tourism,” referring to hyper-efficient, budget travel where participants visit multiple attractions in a very short time, popular among students  .
• Example: “周末我们尝试了特种兵旅游，一天逛了五个景点。” (We tried special forces-style tourism over the weekend, visiting five spots in one day.)  .

Previous words

2. 元芳你怎么看 Yuan Fang, what do you think

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Yuan Fang, what do you think

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“Yuan Fang, what do you think” is a sentence from a popular TV soap “the amazing detective Di Renjie” where the leading role, detective Di, always asks his assistant “Yuan Fang”, “What do you think?”. It makes the leading role look like a naive officer, totally depending on his subordinates’ advice.

Now it’s used everywhere on the internet. When you see somebody post his opinion online, you will probably see somebody reply with “元芳你怎么看?”

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3. 杜甫很忙 Du Fu Hen Mang

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Du Fu Hen Mang

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” Du Fu Hen Mang ” means Du Fu is busy. Du Fu was a prominent Chinese poet of the Tang Dynasty. He is such a great poet that his poems appear almost every year in the textbook of Chinese students. Some students like those poems while most people don’t like them because they have to recite those poems one after another. So many of them doodle on his image in their textbooks to release their dissatisfaction and talent. Then people discover he is “busy” with many things such as basketball, cycling, and so on.

Then starting with Du Fu, other celebrities from a textbook or even web celebrities become “busy”, too.

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4. 高富帅,白富美 Gao Fu Shuai, Bai Fu Mei

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Gao Fu Shuai

The literal meaning of “高富帅, 白富美” is “tall rich handsome, white rich pretty”. “Gao Fu Shuai” is used for a man and “Bai Fu Mei” is used to describe a female. According to Chinese people’s taste, height, wealth and a handsome face is the symbol of nobility for men and a white face, wealth and beauty is the character of a high-class woman.

But Chinese netizens would like to use these terms to describe “Fuerdai” (the rich second generation) who get a lot of money from their parents. Netizens use those terms to keep themselves away from those rich high-class people or their extravagant life and to show their satisfaction with what they are now.

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5. 矮矬穷 Ai Cuo Qiong

Ai Cuo Qiong

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Contrary to “Gao Fu Shuai” or “Bai Fu Mei”, “Ai Cuo Qiong” refers to people who are “short, ugly and poor”. It was used by a big percentage of netizens who have not so much interest to become “Gao Fu Shuai” and claim themselves as “Ai Cuo Qiong” to show that “Ai Cuo Qiong” have also their own lives.

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6. 你幸福吗 Ni Xing Fu Ma

— Ni Xing Fu Ma?
— My surname is Zeng.[/caption]

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“Ni Xing Fu Ma”, which means “are you happy?” is from a CCTV street interview. The journalists just go on the street and ask random people this “stupid question” as many netizens say. It’s just another meaningless program from CCTV on the way to be forgotten until one construction worker answered “My surname is not Fu, but Zeng” with a serious face. (Ni Xing Fu Ma can also mean is your surname “Fu”)

Then people began to use this question massively with a sense of humor and their scorn against the boring program from CCTV.

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7. 躺着也中枪 Tang Zhe Ye Zhong Qiang

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The meaning of “Tang Zhe Ye Zhong Qiang” is “lying on the ground and get shot”, a famous line from a comedy movie, it refers to people who have extremely bad luck to get shot, evening doing nothing but lying on the ground as a dead body.

When people say that, they probably want to say, “I got fucked even doing nothing!” For example, when Qihoo is in a fight with Baidu, Baidu users discover that they cannot open their Baidu accounts as easily as before, they can say “Tang Zhe Ye Zhong Qiang”.

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8. 给跪了 Gei Guil Le

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“Gei Guil Le”, Kneel down for (you, it…) is another popular online catchword in 2012. In ancient times, the Chinese only knelt down for God or people who conquer or overwhelm them, but now they are willing to kneel down for more people online for stupidity or crazy fantastic things.

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9. 碉堡了 Diao Bao Le

Jay Chow

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What Chinese netizens will use when they want to say ”super-crazy!”? They will say “屌爆了” which means “penis-exploding awesome”. However, “penis” is so harmonious according to most website administrators, so they employ a new homonym “碉堡了” which means “Bunker”.

It becomes famous as a tag of Jay Chow, a famous pop singer from Taiwan. But like most unharmonious words said by celebrities, “碉堡了” goes popular.

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10. 查水表 Cha Shui Biao

Cha Shui Biao

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“Cha Shui Biao”, literally “Check water-meter!” is a new way of saying that this content is against censorship and the poster can be taken away by the policeman.

At the beginning of this year, some people were taken away by police because of posting censorship content online. So many netizens became over-worried and always reminded others of being careful with the censorship, or they will get punished. And from a TV comedy, policemen try to enter a suspected guy’s home smoothly by pretending to be people who check the water meter. Then it becomes kind of kind way to remind others of being careful with censorship.

Here are the top 10 cyber words spotted on Chinese social media: 屌丝 Diaosi, 元芳你怎么看 Yuan Fang, what do you think, 杜甫很忙 Du Fu Hen Mang, 高富帅,白富美 Gao Fu Shuai, Bai Fu Mei, 矮矬穷 Ai Cuo Qiong, 你幸福吗 Ni Xing Fu Ma, 躺着也中枪 Tang Zhe Ye Zhong Qiang, 给跪了 Gei Guil Le, 碉堡了 Diao Bao Le, 查水表 Cha Shui Biao.

This isn’t your grandma’s beauty industry. China’s cosmetics sector is booming—fast, fierce, and full of opportunity.

• The beauty and personal care market is projected to hit US$78 billion by 2025, making China the 2nd-largest globally, and driving nearly 70% of Asia-Pacific’s growth.
• The cosmetics segment alone is already on track: around US$15 billion in 2023, rising to about US$21.4 billion by 2028. China Briefing
• On a broader scale, the cosmetics market generated ~US$69.4 billion in 2023, with forecasts of US$106.4 billion by 2030—that’s a CAGR of 6.3%.
• Another angle via Mordor Intelligence puts the cosmetics market at US$9.95 billion in 2025, expanding to US$15.65 billion by 2030 (CAGR ~9.5%).

Bottom line: massive growth runway—and brands that move with urgency win.

What’s Fueling This Explosion? (Focus Mode: ON)

1. E-commerce + Social Commerce Power

Live shopping, short video, influencer (KOL) marketing—these channels are direct pipelines to buying behaviors that don’t exist at this scale elsewhere. The digital-first beauty experience is reshaping how products sell.

2. Premiumization & Refined Buyer Behavior

Consumers are skipping the “brand flex” and going straight for ingredient efficacy, skin health, eco-consciousness, and personalized solutions. Price is no longer king—results and values are

3. C-Beauty & Cultural Resonance

Domestic brands are flipping the script. Rooted in Chinese herbs, “China-chic,” and lightning-fast product innovation (launches in 3–6 months)—C‑Beauty is not just a trend—it’s a reverse brain-drain opportunity for legacy brands.

4. Challenged Global Players

Economics are tightening. International biggies like L’Oréal, Estee Lauder, and Shiseido are seeing declining sales as consumers pivot to hometown heroes.

5. Global Expansion via M&A

Strong local players like Proya are targeting foreign acquisitions to scale globally—bringing Chinese skincare to the world stage. M&A isn’t just an exit, it’s a fast track to global prestige.

Snapshot: Market Highlights Table

Startup-Minded Playbook for Brands

1. Double Down on Digital & Social Commerce
   Launch with influencers, livestream, short-form, and turn views into impulse purchases.
2. Localize with Credibility
   Blend Chinese herbs with modern science. Lean into guochao—cultural pride sells.
3. Move Fast or Move Out
   3-month concept to shelf reality. Speed + volume = algorithmic advantage.
4. Premium Without Snobbery
   Quality sells. Not hype. Skin results, natural ingredients, and legitimacy beat brand recognition.
5. Expand Smart (Don’t Just Spend)
   Follow Proya’s path—acquire niche foreign players, but preserve what makes them unique.

Final word

China’s cosmetic market is not future it’s now. Programmable beauty, digitally-native commerce, and national pride are rewriting the beauty playbook.

If you’re a startup or challenger brand, this is your launchpad—fast-testing, culturally-rooted, digitally-savvy, and premium-relevant is your edge.

China skincare and makeup are the major two sectors of this market. They both have occupied about half the market.
As to the development speed, medical cosmetics, children’s skincare, and men’s skincare are the most interesting three sectors in the market.

Medical cosmetics

It’s estimated that the potential of the market will be more than 20 billion RMB. The annual growth rate is also supposed to reach 10%-20%.

Children skincare

The children’s skin care market is another potential market that is now led by Johnson’s baby, Princefrog and Mentholatum. Among them, Johnson’s has occupied over 80% of the market and the rest 20% was shared by dozens of other companies.

Men’s Skincare

According to the estimation of Euromonitor, China’s men’s skincare market witnessed a 34% annual growth in 2011. And last year it also increased by 24.4%.
The size of the market has also reached 3.2 billion RMB and is supposed to increase with more acceptance from Chinese people, especially men. Another detail to notice is that the demand for skin masks, sun block products are increasing which means Chinese men are caring more and more about their skin.

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Foreign brands are popular

Although scandals or bad news about foreign cosmetics brands coming out more and more recently, they are still enjoying the most trust from their customers. The main reasons for them to choose a foreign brand are the BRAND and QUALITY.
As a result of the high price of most big brands, most of their consumers are young or middle-aged females in big cities.

E-commerce & Cosmetics

The fierce competition with big companies in traditional distribution channels has frightened many foreign companies.
But now, there appeared a new solution for those companies: E-commerce. The turnover of E-commerce of cosmetics has increased by 67%, at 37.3 billion RMB in 2011 and it’s estimated to hit 57.7 billion RMB in the past 2012.

Source: iResearch

There are mainly two kinds of e-commerce sites: professional cosmetics sites, comprehensive sites, and company online stores such as Lancôme.

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The advantage of using the eCommerce site to generate your business is that you can reach your customers to save both the budget and the trouble of negotiation with a number of supermarkets, shopping malls, or stores. Besides, for those companies who are not able to sell directly to small cities or rural areas, eCommerce can even help them develop a market there without spending money on a distribution network there. All you need to do is to promote your store to get a better user experience and more traffic.

See also the case study on a leading e-commerce site.

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Social media Marketing

As a product whose sales depend on its reputation, cosmetics are also one of the products that demand more budget on reputation control.
To control the reputation of your products, you need to know where Chinese people go to get information. If you control the source of information, you can successfully control the reputation.
And the key to this is SNS because Chinese cosmetics consumers, especially girls tend to look for and trust what other users or key opinion leaders speak about the product.
There are two kinds of SNS you need to care about: micro-blogging and professional SNS.

Professional SNS

In China, cosmetics consumers have another place to go online to search for information which turns out to be professional cosmetics SNS sites.

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On those sites, you will find many people, mostly girls, quite professional in cosmetics, and their comments and evaluation of the products are very important and influential to others. And the information about the products is usually shown in a way of Pinterest does most of the time.
What you will need to do here is:

1. Open official accounts on major SNS, for example, WeChat
2. Monitoring the information on those sites
3. Publishing interesting content about the brand
4. Managing the community around your brand

Want to build a great-looking business website, click here!

Source: Hong Kong Trade Development Council, DCCI,  iResearch

If you have any questions about the article or want to develop your Cosmetics Brand in China, don’t hesitate to contact us for more information (see our case Study) or advice: marketingtochina[at]gmail.com

You can also read our full guide on the Top Marketing Strategies to Succeed in the Beauty Market

Situation: The Market Everyone Ignored

For the last decade, all eyes in China’s tourism and luxury space have been locked on Gen-Z and Millennials. They’re trendy, social, and hyper-online.

But while brands chased hashtags and meme culture, a silent giant has been growing: China’s older tourists.

We’re talking about the 55+ generation—the retirees, semi-retirees, and silver spenders. They are:

• Healthier than previous generations.
• Wealthier thanks to property booms and pensions.
• Time-rich with flexible schedules.
• Experience-hungry after years of pandemic restrictions.

By 2025, this group is no longer a side segment. They are a new primary market. Ignore them, and you’re leaving billions of yuan on the table.

Trend #1: The “Revenge Travel” of Seniors

Post-COVID, older Chinese are traveling with a vengeance. But their behavior is different from Gen-Z:

• Gen-Z = quick weekend trips, content-first.
• Seniors = longer stays, comfort-first.
• Gen-Z = chasing trendy cafes.
• Seniors = chasing heritage, wellness, culture.

Example: In 2024, Ctrip reported 60% YoY growth in bookings from 55+ travelers. Domestic destinations like Hainan, Yunnan, and Hangzhou are packed with retirees who stay 10–14 days instead of quick 3-day bursts.

This means higher spend per trip, more stable patterns, and stronger brand loyalty.

Trend #2: Health + Culture = Core Motivations

What do older tourists want? Not just selfies.

• Health tourism: spa retreats, TCM-based wellness, thermal springs.
• Cultural immersion: opera, calligraphy workshops, guided heritage tours.
• Slow luxury: boutique hotels with accessibility, rather than loud Gen-Z hostels.

Fashion & beauty tie-in: seniors don’t chase hype drops—but they will pay for comfort-driven luxury (ergonomic shoes, sun-protection clothing, anti-aging skincare, nutrition beauty supplements).

Trend #3: Digital, But on Their Own Terms

Yes, Chinese seniors are on WeChat and Rednotes. But their digital behavior differs:

• They prefer trust-driven content (doctor-endorsed, peer reviews, community leaders).
• They save posts for later instead of impulse purchases.
• They rely heavily on family group chats for recommendations.

Brands need to adapt content formats: less slang, more clear guides, testimonials, how-to travel diaries.

Example: A post titled “7-Day Wellness Trip in Yunnan for Couples 55+” will drive more saves among older tourists than Gen-Z style “hacks.”

The Opportunity: The Silver Travel Economy

Numbers don’t lie:

• By 2030, China’s 60+ population = 400M+ (that’s larger than the entire U.S. population).
• Disposable income among seniors is projected to hit ¥18 trillion.
• Travel + leisure + health are top spend categories.

This is not a “niche.” This is a mega-segment that’s been hiding in plain sight.

Execution Playbook: How Brands Can Win

1. Curated Packages (Not Chaos)

Older tourists don’t want to DIY everything. They want turnkey experiences with trust signals.

• Example: “7-Day Hainan Wellness Tour” with spa + guided TCM workshops.
• Bundle with skincare or supplement kits branded as “Travel Wellness Essentials.”

2. Accessibility Luxury

Comfort matters more than hype.

• Shoes with orthopedic cushioning but stylish.
• Hotels with grab rails, but boutique aesthetic.
• Skincare with easy-to-read labels + clear routines.

3. Family-First Marketing

Target not only the senior but the children buying for them.

• Example: WeChat ads targeting 30–40 y/o adults: “Gift your parents the health retreat they deserve.”

4. Community-Based UGC

Forget influencer hype. Use peer storytellers—retired teachers, doctors, ex-government workers documenting their journeys. These carry 10x more trust than KOLs.

5. Seasonal & Festival Tie-Ins

Golden Week, Spring Festival, Double Ninth Festival (重阳节, Senior’s Day) = prime travel waves. Brands can anchor campaigns around these natural pulses.

Case Snapshot: Yunnan Wellness Retreat

A Yunnan resort repositioned itself from “hipster eco-spot” to “senior wellness hub.”

Execution:

1. Partnered with TCM doctors for daily workshops.
2. Marketed packages via WeChat community leaders for retirees.
3. Offered free luggage delivery for easier travel.
4. Added a skincare kit gift: anti-aging cream + sun protection.

Results in 2024:

• Bookings from 55+ travelers grew +180% YoY.
• Average stay length increased from 3 days → 9 days.
• Spa product sales up +65% as tourists bought gifts to bring home.

Why This Matters for Fashion & Beauty Brands

The silver tourist isn’t just a travel opportunity. They are a fashion and beauty consumer in disguise.

• They want clothes that fit their comfort needs—but they don’t want to look “old.”
• They want skincare that works on mature skin—but marketed with dignity, not fear.
• They want supplements, sunscreens, and accessories that promise wellness on the go.

If Gen-Z buys to flex, seniors buy to feel better, live longer, and travel farther.

Final Thought: The Next Billion-Dollar Consumer

For years, China’s marketing world obsessed over the 20-year-old influencer. Meanwhile, the 60-year-old traveler quietly built the war chest.

2025 will be the turning point: brands that embrace the silver tourism wave will dominate not just travel, but beauty, fashion, and wellness.

The rule is simple: treat older tourists not as “leftovers,” but as the new luxury class. Because in the next decade, the most profitable product isn’t hype—it’s health, dignity, and unforgettable journeys.

The Booming Market of Chinese Old Tourists

There’s a niche in the China tourism market that is full of opportunities and it has not been well developed. The average income of Chinese people is increasing, senior citizens included. And they will spend more on tourism while they don’t have so many suitable choices.

Opportunities in the market

Mr. Xiao works for one of the top 500 corporations in the world. He has a dream to send his parents to travel to Europe. However, his parents have a language barrier and he is too busy to go with them, so he turns to tourist agencies to organize a trip for them. He is disappointed to discover that most services are too intensive and contain too much shopping which is not suitable for senior tourists.

In fact, many people have encountered the same problem as Mr. Xiao. There are too few customized services for senior citizens. There are only 2 or 3 services available for seniors in the limited time of the year.

Does that mean old people’s outbound tourism in China is not a promising market?

The answer is no. China ranks first on the list of senior citizen population with the fastest growth in the world. According to the China population census, the senior population in China is increasing by 3.2% annually. And by the end of 2014, there will be 200 million people over 60 years old living in China.

What’s more, the market of five products for seniors has now expanded to a market of 2000 billion in 2010. And among the five products, tourism ranks first. However, compared with 47% of senior Americans who have traveled outbound, only 25% of senior Chinese have travel experience. It is estimated by China Competition Information, the senior outbound tourism industry in China will start to soar in the near future.

How to take the advantage of the opportunities

As noted by Sun Tzu, the great author of The Art of War, “He who has a thorough knowledge of the enemy and himself is bound to win in all battles”. It also applies to tourism development marketing.

You have to understand your customers, then you can make the right strategy and you will be bounded to win all the customers.
So the question now is what senior Chinese tourists need and how to adapt to their needs.

1. Do they need special tours?

There are mainly two types of senior tourists in China.
The first type is the ones who have already traveled a lot when they were young. Most of them are richer and more educated. So only sightseeing is not so attractive to them. On the other hand, other kinds of tours like the Sanatorium tours are becoming more and more popular.
The second type of traveler is the one who wants to travel to see other parts of the world where they have never been. So they prefer more typical tourism groups with an intensive schedule and cheap prices.

2. Are they sensitive to price?

If you still consider senior Chinese tourists as poor customers, you are gravely wrong.

It is true that most Chinese who are over 60 have experienced the Cultural Revolution time where even basic human needs like food and shelter can hardly be met. For that, they are more penny-pinching. It doesn’t mean they are poor, but it just means they are not so easy to be persuaded to spend their money on a trip. However, some companies have done a very good job. For example, the discount on flights works very well with them. Airliners want their flights all full and senior tourists have less time limit to allow them to avoid peak seasons so they accept this very well. Then the tour services sold combined with these cheap flights also have a good performance.

On the contrary, some senior tourists do prefer high-class tour services. What makes it even better is, the percentage of them is increasing.(Source: Renmin Wang)

Many Chinese are willing to spend on their parents after they become rich because of the culture of filial piety. These types of senior tourists are not sensitive to price but to quality.

3. What kind of tour guide do they like?

A report from Alibaba shows that old tourists are more likely to be brand ambassadors. Their main information source is their friends. For those senior Chinese, they feel more lonely than others because when they were young, they lived in big families while small nuclear families has taken the place of the traditional family. Many old tourists would like to return or suggest to those tour guides who offer them care. see more information about  Chinese senior tourist

4. Regional difference

The buying habits in different regions of China differ a lot. According to the economical development, China can be mainly divided into three parts: east, central, and west. The east region of China is about 5 years advanced to the central and 10 years to the west. As a result, the budget for tourists from the west is much smaller than that from the east. more information on Chinese tourist.
The regional cultural difference is also another factor that needs consideration. For example, tourists from the north usually travel less but spend more when they do travel. On the contrary, tourists from south travel more but they spend less on each trip. To different regions of people, different customized offers are very important.

5. More males than female

Old Chinese males are more likely to travel than females. In China, men are much more open than women and women usually are busy with their communities and housework. But in one branch of tourism, women travel more than men. That is pilgrimage tourism.

6. When do senior Chinese tourists travel?

Most services for senior Chinese tourists are made in off-seasons like April. There are three main reasons:

1. In the off-season, the price is much lower than usual
2. There are fewer tourist crowds in the off-season
3. Old people have more free time during the off-season

7. Special accommodation

Senior Chinese tourists have quite different habits from western tourists or even young Chinese tourists. For example, many tourists who go to France complain that the choice for dinner is not enough, no hot water in the hotel, and the beds are too hard. As senior citizens, their habits are more traditional and any sort of change is a lot harder to come by so they will need more detailed accommodations to ensure they have an enjoyable trip.

8. How to influence senior Chinese tourists? Click here to see more.

When launching marketing campaigns to attract senior Chinese tourists, you have to take their characteristics into account. For example, because seniors cannot see things clearly and they usually don’t like flashy multi-media introductions, the clear, direct, and informative introduction is a much more influential technique.

And because of their limited sources of information, some offline events like old-people photo shows are more suitable. More information about Chinese tourist interests

Read all our articles about the Chinese Tourism Market

1. Chinese tourism Market
2. Chinese tourists platforms
3. Chinese tourism
4. Alibaba Lafayette Live Streaming Tour: Shopping Tourism revival?
5. Chinese tourist love Provence
6. Guide To The Most Popular Social Media Platforms For Tourism: MaFengWo & Qyer
7. promotion for Chinese tourist
8. how to Attract Chinese tourist

Compressor Market Overview in China (2025)

China’s compressor market is a dynamic and rapidly evolving sector, driven by industrial expansion, technological innovation, and policy support. by Philip CEO Of GMA, specialist about the Chinese industrial market

Below is a detailed analysis of key trends, major manufacturers, and leading electrical component suppliers, based on the latest data and industry insights.

2025 Key Market Trends

1. Energy Efficiency Dominates Innovation
   • Variable Speed Drive (VSD) Compressors: Rising adoption to reduce energy consumption by 35%+ in industrial applications  .
   • Oil-Free Compressors: Demand surges in pharmaceuticals and food processing due to contamination-free air requirements (e.g., ISO 8573-1 Class 0 certification)  .
   • Government Policies: “Made in China 2025” initiative promotes high-tech manufacturing, including energy-efficient compressors .
2. Digitalization and Smart Technologies
   • IoT Integration: Real-time monitoring and predictive maintenance for compressors, reducing downtime by 20% .
   • AI Optimization: Samsung’s AI-powered inverter compressors enhance efficiency in appliances  .
3. Growth in Niche Applications
   • NEV Sector: E-compressors for thermal management in electric vehicles; FinDreams Technology leads with 27.5% market share .
   • Hydrogen Energy: High-pressure compressors for green hydrogen production and storage.
4. Regional Industrial Expansion
   • Construction and Oil & Gas: Compressor demand driven by infrastructure projects and LNG investments (e.g., CNPC’s natural gas facility expansions)  .
   • Asia-Pacific Leadership: China accounts for 70%+ of regional market growth due to steel production and petrochemical investments 
5. Sustainability Shift
   • Low-GWP Refrigerants: Scroll compressors using CO₂ and R290 refrigerants gain traction in HVAC systems .
   • Eco-Design: Manufacturers focus on recyclable materials and reduced carbon footprints .

 Major Compressor Manufacturers

International Leaders

1. Atlas Copco
   • Focus: Energy-efficient VSD compressors for industrial use.
   • Strength: Low lifecycle costs but high initial investment  .
2. Ingersoll Rand
   • Product Range: Oil-free, centrifugal, and PET compressors.
   • Application: Auto shops and pharmaceuticals  .
3. Danfoss
   • Specialization: Scroll compressors for HVAC and refrigeration  .

Chinese Domestic Players

4. FinDreams Technology (BYD Subsidiary)
   • Dominance: 27.5% share in e-compressor assemblies for NEVs .
   • Vertical Integration: Supplies 95%+ of BYD’s models and external clients like Toyota  .
5. Xiamen HighQ Compressor
   • Portfolio: Piston and screw compressors for healthcare and construction  .
6. Huade Mechanical & Equipment
   • History: Established in 1985, produces 300+ compressor types  .

 Top Electrical Component Suppliers for Compressors

China’s NEV and compressor markets rely on specialized electrical components. Key suppliers include:

1. BYD Semiconductor
   • Role: Leads power semiconductor devices for e-drives (27.5% market share) .
2. Shenzhen Inovance Technology
   • Focus: Motor controllers and BMS systems for industrial compressors  .
3. CATL
   • Dominance: Top power battery supplier (42.3% market share), critical for energy storage compressors  .
4. aventech-e.
   • Dominance: Top power Eletrectic supplier (12.3% market share), critical for solar energy

 Market Data Highlights

 Strategic Insights

• Investment Opportunities: Energy-efficient compressors, IoT integration, and hydrogen-compatible models  .
• Challenges: High initial costs, regulatory hurdles on emissions, and supply chain dependencies  .
• Regional Focus: Guangdong and Jiangsu provinces are hubs for compressor manufacturing  .

 Conclusion

China’s compressor market is pivoting toward smart, eco-friendly, and application-specific solutions, fueled by industrial demand and policy support.

Domestic manufacturers like FinDreams and international giants like Atlas Copco are leveraging digitalization and vertical integration to dominate. For investors and stakeholders, prioritizing R&D in energy efficiency and NEV-compatible systems will be critical to capitalizing on this growth.

China Refrigeration Compressors Market

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1. Introduction

Refrigeration compressors can be divided into two fields: fridges and air conditioning. After the great investment of the government, the compressor industry enjoys a 100% annual growth. While after the influence of government investment fade away, it will experience a decline period. Then due to the demand of market, it will recover again.

2. Fridge Market

2.1 Overview

The production capacity now hits 100 million while the demand of the market in 2011 will not surpass 60 million. there are several factors influencing the market.

2.2 Negative factors

• Over-capacity of fridge production expands to compressor industry.
• Main players in compressor industry has finished expansion in 2010.
• The government curbs the property market and causes a dramatic decrease of the turnover of the market.
• “Home appliances to rural areas” policy which overdraws the future demand will end in 3 months

2.3 Positive factors

• The demand in fridge industry will be reasonable and keep rigid. This will lead to the increase of high quality fridge sales.
• In 2011, the government has launched a project of 10 million policy-related houses. It equals to the average annual construction size of the whole country. And at the beginning of 2012, the market will react on its effect.
• In city, each family owns 1.2 fridges averagely while the number in Japan is 2.5. So it means the demand for upgrading and new ones will lure the manufacturers to upgrade their production in both quality and quantity. Needless to say, in rural area, each family owns only 0.5 fridge. So it’s still a potential market.

2.4 Conclusion

However, it is weakly possible for the fridge market to skyrocketing like that in 2010 again.
The growth will stay at 15% or so annually. After the market becomes mature, the demand for improvement and upgrade will keep dramatic increase and decrease away from the market. In one word, although the performance of the market now is now satisfying butt it’s still at the stage of growing and the prime time will come later.

3. Air-conditioning Market

3.1 Overview

In the booming inverter air-compressor market, Toshiba and Panasonic have occupied over 75% share of the market. Sanyo and Hitachi rank behind.
Toshiba keeps its monthly production of inverter air-compressor at 2m, 30% of their total production.
Panasonic will increase the percentage of air-compressor in total production from 40%-50%.
Sanyo already increased their production of inverter air-compressor to over 60%.

In 2010, the air-compressor industry witnessed a 100% growth. And in 2011 the growth rate will be 30%.

3.2 Major Players In The Market

Toshiba has expand their producing capability to 30 million. However, they have outsourced their shell production to local companies who use local machines.
Hitachi Nanchang is now capable to produce 6 million a year and factory in Shanghai can manufacture 18 million annually.
Zhuhai Ling Da boasted they are able to produce 16 million a year while this figure is probably less than 10 million.
Panasonic who uses Japanese machines now is capable of 12 million production.
Mitsubishi have no project until next year which will increase 1 million in production.
Sanyo, after increase in their productivity, can manufacture 8 million now.
Zhirui has a factory in Guangdong which can provide 5.5 million now and another factory in Qingdao which offers 3.5 million. They also planned to increase their productivity to 11 million.
Other companies like Qingan in Xi’an and Sumsung in Suzhou also has plan to increase.

3.3 Major Factors

3.3.1 the property market

From 2009 to 2011, the property market keep boosting is an impetus to the air-conditioning industry which also fundamentally influenced the air-compressor market. however, after the release of the new policy which curb the increase of the property market in august, 2011, the market will experience the decline for sure in the future. And this will influence the market for a long time.

3.3.2 rare earth

The price of rare earth this year has increased by 2-3 times. And this material is key to permanent magnet. That explains why almost all the air-compressor manufacturers delayed or even cancelled their projects. However, after the manufacturers adapt their production to the other economic material, ferrite. This effect on compressor, and its shell production will be eliminated.

3.4 Trend

The air-conditioning market will experience a decline. However, for the air-conditioning producers have found new points of growth, although the market for air-pump and air-conditioning just start and the property market will recover after the government control, the market will boost again after for sure.

4. New Market

All the compressor producers have now shift their focus to air-pump and cloths dryer, especially air-pump which is promoted and supported by the government and they use the same compressor as that in air-conditioning. But the market is now still very small, say 1 million sales in China a year. But according to the government document, the size of the market will be developed to 5 billion RMB in 3 years.

5. Conclusion

As its main downstream markets, refrigerator and air-conditioning market, will probably decrease their growths next year. As a result, the compressor manufacturers also delay or even cancel their projects according to the situation. While the demand from the efrigerator and air-conditioning market is still there, so after the economy recovered, the air-compressor manufacturers would meet another around of demand.

see more about China industry

Yet China represents one of the world’s most untapped chocolate markets, with foreign brands already capturing 70% of sales despite this low consumption. As global chocolate sales race toward $160.9 billion by 2027, smart international brands are positioning themselves to ride China’s sweet wave.

As the founder of GMA Chinese Marketing agency, I’ve spent years helping international brands succeed in China’s complex market, I’ve guided dozens of F&B companies, including several chocolatiers, through their market entry journey. I’ve seen firsthand how brands that understand China’s unique consumer behavior can unlock extraordinary growth.

In this guide, you’ll discover the proven strategies, distribution channels, and cultural insights that separate winning chocolate brands from the rest in China’s rapidly evolving market.

Chinese Chocolate Market Overview

Being one of the most consumed and appreciated food products, chocolate is the most popular sweet dessert in the world, with a global industry predicted to reach 160.9 billion dollars by 2027.

Even though China is way behind the U.S. and Switzerland in terms of chocolate consumption, it has witnessed a growing demand in the past few years, becoming a very promising industry in China, especially for foreign chocolate companies.

The Chocolate Industry in China

Chocolate was introduced in 1705 to the Chinese emperor Kangxi as a gift, but the chocolate market in China has boomed since the 1990s. Considered for a long time as a premium product for special occasions, it progressively became a kitchen cupboard essential for many Chinese. It is important to know that Chinese consumers are not used to eating chocolate, and it was thanks to foreign brands expanding their activities in China that chocolate consumption was democratized.

Chinese people are not used to eating chocolate and desserts, as Chinese culture was never about sweets. Chinese food usually consists of 5 tastes; salty, spicy, sweet, sour, and bitter. But the sweet taste is added to main sour dishes and is not treated as something separate, reserved for dessert as we do it in the West.

Although international chocolate makers like Mars Group, Nestlé, or Ferrero are already storming the chocolate market in China, this market is still considered untapped, leaving opportunities for new brands to have a piece of this (chocolate) cake.

China’s Chocolate Consumption

What is important to mention is the fact that most of the chocolate in China is not consumed as such, because Chinese people are still in the process of getting used to consuming chocolate. They prefer to add it to other chocolate products, like cakes with a fragrant milky taste enriched by milk chocolate, soft candy with chocolate chips, biscuits, and sweet drinks.

China’s chocolate market is dominated by cocoa and dark chocolate, as Chinese people are more conscious about their health and are aiming for a more balanced diet with saccharine desserts instead of real sugar. According to Market Watch research, cocoa beans reached 64,127.70 tons in 2022 with a CAGR of 6.60% in terms of volume.

What are the Biggest Chocolate Companies in the Chinese Market?

Many international chocolate brands were able to enter the Chinese chocolate industry, allowing Chinese consumers to purchase chocolate easily. The following brands are dominating the mass distribution chocolate market in China;

• Mars: 40% of the market share

Mars is the biggest player on the chocolate market in China, with a lot of products being widely popular among Chinese netizens in recent decades. Here are the main brands of Mars Group company;

• Ferrero: 28% of the market share

• Cadbury

• Hershey’s

• Nestlé

It is important to know that foreign chocolate brands are taking up to 70% of the Chinese chocolate market. China chocolate market presents an enormous potential for international companies, as Western sweets and other products are increasingly popular among Chinese people, especially in cities like Shanghai, Hong Kong or Beijing.

The other 30% of China’s chocolate market share is from local brands such as the Chinese chocolate brand Leconte (that has been sold to Hollygee in 2016). However, it is also important to know that in China, the maximum amount of cocoa authorized is about 25%, whereas it is around 35% minimum worldwide. Thus, it is difficult for Chinese brands, for example, to export their chocolate overseas, which gives foreign brands a competitive advantage in the market.

How to Sell Your Chocolate in China?

What is important to understand about China chocolate market is that Chinese netizens are new to chocolates and sweets, as it’s something that they didn’t have in their culture before. The capita consumption in China is still very small in comparison to other countries like US or even Japan, where every person eats 1.2kg a year. In China, it’s only 0.1kg.

Although there are a lot of business opportunities for foreign brands on China chocolate market, chocolates are gaining popularity rather in big cities like Shanghai, where people are used to Western products and international standards. Therefore, while crafting a marketing strategy for your brand, you need to think of appropriate distribution channels so that your chocolates gain the audience you are looking for.

Supermarkets and grocery stores have the biggest sales of chocolates in China, but when it comes to other distribution channels that cater to chinese standards, the most profitable will be;

Chocolate Stores

If you want to expand your activities in China and sell chocolates, you are probably wondering if you should open your store. Even though the majority of Chinese consumers are buying chocolate directly in supermarkets or on e-commerce platforms, the younger generation now wants higher-quality and creative products with high prices, because they consider them more luxurious.

Opening a flagship store of your brand in one of luxury malls or shopping streets in first tier city in the country will make your brand stand out. However, don’t forget that you might also need to use e-commerce platforms to increase your sales and build brand awareness.

Chinese E-commerce Platforms and Online Marketplaces

Following China’s rapid digitalization over the past decade, several e-commerce platforms were able to stand out in the Chinese market, grabbing over 900 million users in 2023, and enabling this enormous spurt in China’s e-commerce sector. Thus, all kinds of chocolate brands need to sell their chocolate online, using e-commerce platforms.

If you want to target a wide audience of consumers, you need to have the best tool to do so. E-commerce platforms allow you to control directly your sales, enabling at the same time consumers all across China to purchase your chocolate and receive it within the day. Let’s check the most popular ones;

How to promote your chocolate in China?

With China being one of the most competitive markets in the world, it is difficult to attract consumers without an effective marketing strategy. In a country where everything is digitalized at a faster pace, targeting tech-savvy consumers using digital tools has become essential for both Chinese and foreign brands.

The Importance of Branding for Imported Chocolate in China

In China, more than everywhere else in the world, a brand’s image is an important key factor in its success among Chinese consumers. People are willing to buy a branded product ten times more than a non-branded one.

This is partly because China suffered for a long time from a bad-quality reputation following various scandals and counterfeited goods. And since the competition in the market is huge, consumers prefer to rely on brands that they already know or someone recommended to them.

Imported Chocolate Brands Need an Online presence in China

In one of the most digitalized countries in the world, brands need to have an online presence. By this, you’ll be able to target this tech-savvy population as well as increase your brand awareness. There are several aspects to consider;

Having a Chinese Website

For most of the chocolate brands selling their products in China, it is essential for them to create a website in Mandarin Chinese. In general, the first thing consumers will be looking at is your website. Indeed, they will enter your brand’s name on Baidu and check what appears there first. You need to make sure that it will be your website, that will be well optimized for SEO in China.

Don’t forget that you must adapt your website for smartphones, as the majority of the population uses their smartphone to do online research, on their way to work, or during lunch break.

As the most popular search engine in China by far, Baidu is a step you can’t skip in China. However, increasing your website’s ranking on Baidu requires a slightly different way of thinking about Search Engine Optimization (SEO) compared to what you might be used to with Google. Considered the “Chinese Google”, Baidu is the most popular Chinese Search Engine and stands as the 5th most consulted website in the world. As of 2022, it represents 71.9% of the Chinese market share.

Baidu is an opening window to enter the Chinese chocolate market as consumers will do their research on it to discover your brand. If you are not visible through the first pages, you won’t probably get much traffic. That’s why working on Baidu’s SEO is as important as setting up your e-commerce online shop.

To do it successfully without wasting too much time, you can contact specialized experts such as GMA. We have helped many companies increase successfully their rank on Baidu, gaining much traffic, and thus, much more clients.

Chinese Social media

With more than 1.02 billion internet users in China, it has become essential for brands to be on social media. However, due to the Great Firewall, social apps such as Facebook, Instagram, Facebook, Twitter, and Snapchat are unavailable. This means that you will need to comply with Chinese social media if you want to target new Chinese consumers.

As you understand, the Chinese population is among the most connected in the world, and with a tech-savvy population, it is considered mandatory to have an official account and be at the core of trending topics. When looking for chocolate brands, Chinese internet users will research your brand online. When hesitating between your brand and another, they will look at reviews, forums, pictures, etc.

WeChat

Created by the Chinese company Tencent and released in 2011, WeChat, also known as Weixin (微信) in China, is the most used social media in China with 1.26 billion users as of 2023, far beyond Weibo, and is expected to grow even more.

WeChat is one of the leading social networks worldwide, ranking sixth in terms of active user number, and becoming a lucrative marketing platform with its plethora of different functionalities. Its success relies on the fact that Wechat was able to integrate almost all the features that made the success of the world’s most popular networks.

One of the powerful and useful ways to take advantage of WeChat is to create an H5 brochure that you’ll be able to share with your followers, and directly on your social media accounts. It is cost-effective and works like a website within the WeChat platform.

Weibo

Launched in 2009 by the Chinese technology company Sina Corporation (新浪), Weibo (微博) is one of the biggest social media platforms in China. As its name indicates (“micro-blog”), Weibo provides micro-blogging services and is often compared to Twitter. However, it has evolved into a microblogging hybrid with Instagram, Pinterest, Reddit, and YouTube over the years.

As of 2021, Weibo has 56.8% of the Chinese microblogging market in terms of active users, and 86.6% in terms of browsing time over Chinese competitors such as Tencent and Baidu. It has more than 511 monthly active users and millions of posts per day, making it the largest Chinese-language mobile portal. Almost all Chinese millennials are using this social app to follow celebrities, KOLs, brands, read news, etc.

With the majority of foreign brands having an official account on Weibo, you will probably have to consider creating an official account on Weibo. To do so, you can contact us and our team will take care of it.

Little Red Book

Little Red Book is one of the most famous social media and e-commerce platforms in China. Also known as Xiaohongshu (Chinese name) or simply RED, this platform has 300 million registered users with the majority being women. They look for shopping recommendations and opinions about products they want to purchase, look for travel, fashion or beauty tips and many more. The app is compared to a mix between Instagram and Pinterest, with its e-commerce platform.

There are many more platforms worth exploring in China and every brand might be suitable for different ones, depending on your target audience. If you’d like to understand the social media landscape in China, please check more here.

Online and Offline Promotion During Chinese Holidays

Traditional holidays and events in China are extremely important in terms of sales. This is when people gather together to eat, weather it’s home-made food or restaurant treats. They also look for some luxury products to buy as gifts.

For example, during the Mid-Autumn festival that takes place every year in October, it is part of the tradition to offer and eat moon cakes. These moon cakes are pastries usually filled with red beans, egg yolk, or meat and they are round, which represents the full moon. You can see how they look below;

Although a lot of Chinese netizens will still prefer to eat the traditional version of those cakes, many foreign and Chinese chocolate manufacturers like Godiva (Belgian chocolate brand) have created their chocolate moon cakes variations, attracting curious consumers, especially the younger generation that is already used to all kinds of chocolates and other Western sweets.

But the Mid-Autumn festival is not the holiday to generate the biggest sales on the chocolate market. The most lucrative day for chocolate sales is Valentine’s Day when people in first-tier cities tend to gift each other with chocolate boxes in addition to flowers. And what is important to mention is that there are a few days in the year that are celebrated as our Valentine’s Day in China, so there are even more occasions to eat chocolate!

Chocolate Brand Case Study: Ferrero Rocher

Ferrero Rocher started to sell its first products in China in 1994. It first positioned itself as a luxury brand but later changed to something more affordable, which was a move that brought the company great success in the Chinese chocolate market.

Ferrero Rocher is extremely popular in China thanks to its gold packaging. In fact, Ferrero’s golden packaging symbolizes fortune in China. And while hard candy and jellied fruits were distributed during weddings, young newly-weds tend to include chocolate as well in their candy packages. Hence, more than 15% of Ferrero Rochers’ sales in China come from wedding gifts.

Today Ferrero Rocher and other products from Ferrero company are becoming a daily necessity for many Chinese from big cities like Shanghai or Guangzhou and it’s fair to say that it has established a strong, undeniable reputation on the market.

Contact us to Sell Your Chocolate in China

With China being one of the most promising markets for chocolate brands, many of them are trying to enter the Chinese market in order to conquer a wide audience. The chocolate market is indeed still considered untapped and has a lot of opportunities for brands that are willing to invest themselves in order to adapt to the Chinese market and to Chinese consumers.

Collaborating with an agency specialized in the Chinese market is the best way to achieve your goal and increase your Return On Investment. As all companies are different, the marketing and advertising strategy must be tailored according to their needs and within their financial means.

Proud of the success of the companies we have helped over the years, we know exactly the needs of each company and the strategies that must be tailored to them in order to get the best of the Chinese market.

You can also look at our case studies here

And of course, if you have questions about selling, advertising, exporting, etc. your chocolate in China, contact us directly, and we will reply to you within 24 hours.

At GMA, we’ve helped over 80 international F&B brands successfully navigate the complexities of marketing and selling in China. We understand what it takes to stand out in a market shaped by local habits, digital ecosystems, and trust-based consumer behavior.

In this guide, you’ll learn how to position your olive oil brand, choose the right sales channels, build visibility, and win over Chinese consumers.

Where can you Sell your Olive Oil in China?

• In supermarkets

The majority of the Chinese population is buying olive oil directly in supermarkets. They will have access to a wide variety of olive oil, and that’s why it can be difficult for a new brand to directly attract Chinese consumers in supermarkets.

• On e-commerce platforms

Then, as China is one of the most digitalized countries in the world, you should also consider selling your olive oil on e-commerce platforms such as Tmall, JD.com, Taobao, Pinduoduo, etc.

You can also read our full Guide for E-Commerce in China

How to Promote your Olive Oil in China?

As said earlier, China’s digitalization has conducted to the rising use of smartphones connected to the internet. Thus, advertising strategies have changed as well, and brands now have to be active on social media.

Read our Strategic Guide to Export Food Brands in China

Branding: The Key to Success in China

Do you want to attract Chinese consumers? You need to show them you’re reputable and they’ll buy your product. A popular way is using digital solutions, like a Chinese website and social media profile that help both the consumer find what he/she’s looking for AND generate interest in your company as well!

A Chinese Website Ranking on Baidu: The Door to Enter the Chinese Market

When creating a website for Chinese consumers, it is important to use their language and host the site in China. This will allow you to be found by more potential customers through search engines such as Baidu (the most popular).

Baidu, the leading search engine in China with over 700 million monthly active users (MAUs). Your website must follow Chinese UX standards and be optimized to “please” Baidu’s algorithm for it to rank. Obviously, Baidu prefers mandarin content. Your content should be original and frequent.

To increase your website authority as well as brand reputation, we suggest you combine your content marketing strategy with a PR strategy. Indeed, having trusted third parties talking about your products add a lot to your value as a brand.

Social Media: The Best Way to Increase your Community

Social media in China are even more important in China compared to western countries. In fact, if you want to succeed, you will have to generate “traffic”. In China, we know how to start with, how to help you and develop topics among Chinese citizens on platforms such as:

• Wechat

• Weibo

• Tieba

• Tianya

• Douban

Chinese Celebrities and KOLs to Promote your Olive Oil Brand

In order to stand out and gain an edge in the market, it is important for brands to encourage their consumers with positive word-of-mouth. With celebrities being so prevalent among Chinese consumers nowadays, they have a lot of potential when trying to influence them as well. However, collaborating with these high-profile figures isn’t something that can be done just by contacting KOLs as many would think at first glance.

The Key Opinion Leaders (KOL) are social media users who are extremely famous on social media and have the power to make or break brands thanks to their wide community. Chinese consumers “idolize” KOLs, and trust them more than brands in most cases. You could use KOLs as intermediaries to reach out and influence the masses. They might have millions of followers, but they can also be really good at influencing people who are into olive oil or living a healthy lifestyle! Through them, you will be able to increase considerably your sales as well as increase your brand awareness and e-reputation. In other words, intermediaries can be a great asset in selling your imported olive oil to Chinese consumers.

To go further: Olive Oil Market

Following globalization, consumers’ taste, in general, has changed over the years, with a variety of products and culinary dishes that are now available everywhere in the world. For centuries, olive oil was considered an exquisite product. Used for cooking, frying food, or in a salad, we can easily find olive oil in every supermarket around the world. Its popularity led to the trend of putting olive oil in everything, from cosmetics and pharmaceutical products to soaps.

According to the European Commission, the production of oil was mainly coming from the EU. Then, if we look at the leading non-EU countries producing the most olive oil, Turkey is leading, followed by Morocco (registering a 17% increase compared to 2019) and the Syrian Arab Republic.

EU: The Leading Olive Oil Market

Now if we look at the leading producers of olive oil worldwide, Europe is leading the market, with Spain which is far ahead, as it accounts for more than half the global olive oil production, followed by Italy, Portugal, and Greece.

In terms of per capita consumption, the leading markets are Greece (over 24 liters per person per year), Italy, and Spain (14 liters per person per year).

Overview of the Olive Oil Market in China

China’s consumers are becoming more cautious than ever before. Knowing this, it is important that foreign brands entering the Chinese market know how to deal with them or else they risk losing a huge chunk of its population due to mistrust and fear.

Foreign food companies looking for success in China need only look at scandals from domestic brands like Shanghai Husi Food Co Ltd., which was found selling expired meat products, as well as contaminating soy sauce. These incidents have shaped people into being ultra-sensitive about what goes into their mouths; an unfortunate consequence when you’re trying to sell your product on someone’s stomach!

Olive oil brands from Spain and Italy are highly recognized by Chinese consumers, who prefer them over China-made products. In 2016 the government of China lowered tariffs on imported Italian olive oils to make it easier for more companies to enter the market. As a result, many olive oil producers were able to attract even more Chinese customers.

Despite the fact that olive oil consumption is still recent in China, imports are in constant growth. The growing trade figure had also pushed Chinese companies to seek takeover targets overseas that could help meet the demand for olive oil back home. If we think in the long-term, rising per capita income, an increase in the number of middle-class people, and increasing demand for more sophisticated food, this trend will last in the future as Chinese consumers are highly dependent on foreign olive oil.

Why are Chinese Consumers (and Distributors) buying olive oil?

As a matter of fact, soybean oil and rapeseed oil were used by the majority of the Chinese population. But because of the shift in consumption of the Chinese middle class, people tend to buy foreign olive oil. So, as an imported food product, we can wonder why is olive oil becoming more popular now.

Olive oil: A Trendy Lifestyle Product

A few years ago, ‘Di Gou You 地沟油 ‘ (gutter oil), an illicit cooking oil that has been recycled from waste oil collected from sources such as restaurant fryers, drains, grease traps, and slaughterhouse waste raised health awareness among the Chinese population. The rise of scandals, exposed by local media, regarding gutter oil has led them to seek alternatives to domestic cooking oil, which is an important ingredient for almost every dish.

One of the main reasons for olive oil’s popularity among Chinese consumers is its health and virtue benefits. As a matter of fact, olive oil is rich in vitamin E and does not contain preservatives as they are made from natural ingredients. Moreover, it is also used to lower the risk of coronary disease, prevent cancer, reduce inflammations, as well as preventing cardiovascular diseases and cholesterol.

Therefore, foreign brands benefit from both a high-quality reputation, as well as selling healthy products.

Olive Oil as a Gift in China?

High-quality imported food products are really common presents in China, such as wine and spirits, cosmetics, but also olive oil. Even if it might seem weird, some high-quality and renowned brands of olive oil are popular gifts in China. According to Daxue Consulting, more than 60% of the total olive oil sales in China are intended for gift purposes.

In a country where ‘Mianzi‘ (面子) takes precedence over everything and it is always well-seen to give a rare or expensive present. Literally translated as ‘Face’, ‘Mianzi’ idiomatically means dignity/prestige or ‘to save the face’. It is a subculture in China strongly rooted in people’s minds and that is deeply influencing Chinese consumer’s daily life. A quality gift is a must, a show of respect to the other person.

Healthy imported oil like olive oil is usually better packed at a relatively high price which makes it a perfect choice as a gift. During festivals, olive oil sales are increasing compared to other kinds of oil.

Olive Oil is More Affordable than Before in China

Even if foreign olive oil is more expensive than usual oil, for example, the fact that the price was a big obstacle is no longer true in the Chinese market. Conscious of the benefits it has, they are willing to spend a few yuans more in order to purchase quality products instead of buying cheaper domestic oil.

Reliable Olive Oil Brands

Having a well-known and reliable brand is key to success in China’s olive oil market. Gradually, the competition in this market was made according to branding strategies. Good branding instills consumers’ confidence. Needless to say that without proper branding, your product will be like any other olive oil product, and Chinese consumers will not even pay attention to it.

Moreover, because of the various scandals of fake olive oil being sold along with real oil, it has become essential to adopt a different packaging from competitors and fake sellers and promote it effectively.

• Guide to Chinese Ecommerce Platforms
• How to lure Chinese Millennial consumers?

Contact GMA to Get Started in the Chinese Olive Oil Market

Lead Generation Professionals

Lead generation is an important part of any business, but sometimes it can be difficult to know where you should focus your efforts. You need a good e-reputation first and then invest in online advertising as well as quality content. The key is being able to measure the results so that way you are improving continuously! For those looking for lead generation experts who have experience with this process successfully, they will want our agency because we get an average of 350 leads per month by applying these methods for the agency’s marketing.

An International and Chinese Team

We are a French/Russian/British/Korean and Chinese team here to help you grow your business in China. We understand the needs of both foreign brands who want to enter the country as well as those native consumers who make up so much of its population.

Send us an email or visit our offices, so we can discuss how to promote effectively your business in China.

You can also contact us to receive our F&B Case studies, we already helped more than 80 Brands in the F&B industry in China.

At GMA, we specialize in not only Baidu SEO, but more generally helping global companies grow in China’s unique digital landscape.
In this article, we’ll break down the most influential Baidu apps and show you how to use them to boost your SEO, build brand credibility, and reach your target audience effectively.

Quick Recap on Baidu

As the most popular search in China Baidu takes over 70% of the search engine market share and over 80% of users. In comparison, only 4% of internet researches are done through google in China. It makes Baidu the 5th position on the list of websites with the most traffic in the world.

What are some of the most Consulted sub-sites of the Baidu ecosytem?

Baidu offers a wide range of services on top of its well-known search engines. This includes everything from Maps, Videos app, online encyclopedia to cloud storage or forums communities such as Baidu Tieba… All these apps or sub-site work together in what we call the Baidu eco-system and form a super app. While Baidu brings the majority of the traffic to its sub-sites, they allow users to get more tailored services without having to install an actual app on their phone (although they have the option to do so).

Learn more on the Baidu ecosystem

In order to close the gap with its competitor ecosystem, Baidu has been working hard to create a more seamless users experience thanks to AI. This is good news for both users and marketers, as they can both win from this improvement. While a nicer experience is nice for users, better integrated Baidu apps, also serve marketers than can now fully take advantage of these networks of apps.

Baidu ecosystem has a total of 57 subsites (2021:

1. Baidu baike,
2. Baidu Wenku,
3. Baidu Zhidao,
4. Baidu Tieba
5. Baidu BaiJiahao
6. Baidu Jingyan
7. Baidu Kongjian.
8. Baidu Yuedu
9. baidu map
10. Baidu Video
11. Baidu Hao123 and so on (full list here)

Here is a quick intro to some of our favorite Baidu Sub-site to boost your SEO while working on your Reputation in China

1. Baidu Baike 百科

Baidu Baike is an online encyclopedia that covers all areas of knowledge. It serves the Chinese user base. It basically is the Chinese version of Wikipedia since the latter is not available in the country. The Chinese internet giant, Baidu Baike was started in 2006.

As of October 2020, it had 21 million entries and more than 7.17 million editors. Almost 60% of traffic generated on Baike, is referrals traffic coming directly from Baidu and its subsites. Baidu Baike is also one of the most visited Websites in China.

Why should businesses have a page on Baidu Baike?

Credibility and Ranking. Having a company page on Baidu Baike is not necessary but it sure is a nice addition to your online reputation strategy in China. Baike page tends to rank high on Baidu, so it would secure your position on your brand keywords on Baidu even if your website does not rank yet. On top of that, your Baike page would have a link to your website, which would greatly help with your website authority on Baidu, thus your ranking.

Not only does having a Baike page helps with SEO and organic traffic, but it also helps with your online reputation. A Baike page with your company name shows Chinese netizens that your company is real and legitimate.

Bonus: Baidu Baike, contrary to Wikipedia can display paid advertising.

2. Baidu Wenku 文库

Baidu’s sub-site, Baidu Wenku is an online library where people can upload and download books, documents, and articles in all types of format. It hosts both free content as well as paid items allowing writers to monetize their work and users to access premium content but also marketers to have access to more promotion tools.

Baidu Wenku used to be a free document-sharing platform. Although, many restrictions existed such as not allowing URLs in content or QR codes and contact info, Baidu’s indexing and ranking on the 1st page of search results made it easy for marketers. As a consequence, about 80% of all documents listed on Baidu Wenku actually were undercover ads.

Wenku use for businesses?

As of today, Baidu Wenku has a commercial offer to promote content and display it on top of Baidu’s SERP. However, contrary to paid ads, these results will appear as organic results.

When using the business version of Baidu Wenku, you can include your logo, a link to your website, your contact information, and so on. Content from Baidu Wenku commercial account usually ranks right under Baidu paid ads and has high authority. Wenku pages are usually indexed by Baidu relatively quickly and are a good option to integrate into your backlinks strategy and help with boosting your website ranking.

3. Baidu Zhidao 知道

Baidu Zhidao is a Q&A platform, like Yahoo Answer. Chinese netizens usually use Baidu’s question-and-answer section to find answers to their questions about anything. Baidu Zhidao, also known as Baidu Knows was launch in November 2005, and with almost 700millions monthly visits, it is one of the biggest Q&A in China with its competitor Zhihu.

Baidu Zhidao for Businesses

Baidu Zhidao is a great tool for brands in China. It allows companies to build their online reputation “undercover” through UGC (user-generated content). Just like marketers use Quora to promote their products/services subtly (or not), brands can use Baidu Zhidao to do the same. Just like Baidu Wenku content, Baidu Zhidao Q&A ranks quite high on Baidu’s SERP.

Why do we use the term undercover? Well, there are two ways to content linking to you on Baidu Zhidao.

1. Real users that create content organically
2. Companies that can create content acting as normal user as well as official branded content.

Indeed, there are two types of accounts on Baidu Zhidao, the classic personal users account that allows one to ask and answer questions and the brand account that offers more promotion tools.

We suggest your Baidu Zhidao strategy combines both approaches. Have a network of writers using personal accounts creating content that refers to your brands, as well as a brand account to take full advantage of the promotion tools but also engage with users and prompt them to actively take part in the conversation.

4. Baidu Tieba 贴吧

Baidu Tieba is a forum-like platform where people talk about what they like. The Chinese social media site launched in 2003 and is one of the most popular platforms for online communication in China. Baidu Tieba’s success is a testament to its community of active and engaged users. By 2015, Baidu Tieba had accumulated over 300 million monthly active users with 1.5 billion total registered accounts on the platform. As of June 2021, there were more than 23 million communities on the app.

There are thousands of topics discussed on the platform; everyone can find what they want. Users can post text, pictures, or videos on this site. If you still struggle to picture, think of a Chinese Reddit. Although the two apps’ UX is different, the forum’s functionality is similar. For instance, what users call a sub on Reddit is called a bar on Tieba.

Baidu Tieba for businesses?

Just like Baidu Zhidao, using Baidu Tieba in your SEO and reputation strategy in China is a smart move. Indeed, most of the traffic on Tieba comes directly from Baidu Search accounting for almost 40% of the total traffic, while direct traffic comes only second with 24% of traffic (Q4 2021). This means that a bar (sub) or Tieba post that ranks well on Baidu can get a lot of organic traffic.

Not only a brand can get a lot of visibility from Tieba but also improve its reputation. Just like, there are many subreddit from products reviews and recommendations, there are tones of bars serving these same purposes on Baidu Tieba. This type of content usually gets more trust from consumers and allows them to get answers to their questions from peers.

5. Baidu Baijiahao 百家号

The Baidu sub-site, Baijiahao is a news aggregator-style platform with over 4.2 million (2021) publishers and creates an “ecosystem” for people who want to consume media in new ways. It was launched in 2016 and has since been monetized.

Baijiahao for Businesses?

Baijiahao offers different types of business accounts that all have different promotions tools.

• Media
• Business
• Government
• Others

With an official verified account, publishers will get better visibility not only on the app but also on Baidu. Learn more on our Baijiaohao Introduction post.

Why should you take advantage of the Baidu ecosystem?

The article mentioned it several times, but using Baidu’s subsites can really help boost your SEO with backlink and reputation in China through third parties mentioned of the company (you could call this undercover marketing or organic PR).

Optimize your Baidu Ranking

On the SEO topic, while Baidu won’t admit it, it has a bias for its own mini-sites, SERP results often show otherwise. In fact, Baidu does tend to index its own products higher and faster than its competitor and you can always find Baidu sub-sites pages among the top results. There are two ways to explain that:

1. The subsites of Baidu are SEO – According to the official announcement from Baidu, Baidu’s subsites rank well because of their well-optimized structure, frequent update, and excellent linking structure. They also get a lot of organic traffic and have a low bouncing rate because they appeal to netizens.

2. Baidu’s subsites are “endowed” with extra favor from Baidu’s. Because Baidu’s algorithm trusts and favors its subsites.

It’s probably a mix of both, and in recent years with have seen more diverse results on SERP pages, notably with the rise of Q&A platform Zhihu. In any case, they never beat Baidu Ads on top of results pages.

No matters the reasons, being present and linking your website on Baidu’s subsites (when possible) is an excellent way to give your website more authority and help it rank higher on some important keywords at a low cost.

Lire aussi: Baidu SEO Guide

Invest in the Baidu eco-system and improve your Online Reputation

While the Baidu sub-site can help you with SEO and consequently brand awareness, a good content strategy on these social platforms will greatly help with your company’s reputation in China. Indeed, the recurrence of (positive) posts mentioning you will instill trust into your target audience’s minds as it shows you are a real company that is talked about a lot. You can see creating content on these apps as nurturing.

The other point of content on these platforms is the importance of peer reviews and word of mouth in China. First, you instill interest and curiosity in people’s minds after they hear about your products on all their favorite platforms, then when they are looking into purchasing from you, they can actually find reviews from other (real or not) users. I invite you to read this post about Reviews in China

Getting started on this platform will take some time, your marketing team will be in charge of creating interesting content, but after a while, as you grow in visibility the content will create itself naturally and your job will then be to manage this content and avoid bad publicity.

Conclusion on our introduction to Baidu’s Eco-system

Baidu is the largest search engine in China and has a lot of power over what people see. As such, it’s important to understand how you can take advantage of this position when marketing online in China. Baidu’s ecosystem of app’s first function is to offers users a seamless experience and keep them in the loop. The longer users stay inside Baidu’s ecosystem, the more money Baidu makes from advertising. However, while this ecosystem was designed to keep users in, marketers can absolutely take advantage of it to promote brands and improve their website ranking.

Want to start using Baidu’s apps for your marketing in China?

If you are looking for a marketing agency that specializes in Chinese digital marketing or web design contact us today!

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

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

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

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

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

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

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

1⃣ The Rise of Douyin for B2B and B2C Marketing

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

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

2⃣ Mini Programs Are Reshaping E-Commerce

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

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

3⃣ Social Commerce Dominates Consumer Behavior for 2025

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

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

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

4⃣ Live Streaming Is the New Sales Channel

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

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

5⃣ The Growth of KOC (Key Opinion Consumers)

KOC = testimonials of Real People

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

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

6⃣ Sustainability

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

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

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

7⃣ Localization Is Key to Consumer Connection

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

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

8⃣ AI-Powered Personalization Drives Loyalty

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

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

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

7- The Metaverse and Virtual Influencers

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

9⃣ The Power of Festivals and Shopping Events

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

Full Strategy Win Consumers

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

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

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

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

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

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

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

Final Thoughts

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

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

We are a Digital Marketing Agency in China

Contact us to know more about our services

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An account managed by a professional and one managed by a novice. A professional will have a better understanding of what content to post and when to post it in order to engage their audience. They will also be better at using social media tools to grow their following. Novices, on the other hand, may not have the same level of understanding or skills when it comes to using social media for business purposes. This can lead to them not being as successful with their Weibo account. Let’s have a look at some of the biggest mistakes done by Weibo Marketing Novice by comparing different brands’ accounts.

Professional Weibo for Companies

.According to the statistics from Sina, there are more than 830,000 companies that had Weibo accounts by the end of February 2020. Most of them manage their Weibo accounts by themselves and a small part of them use professional companies to manage.

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What is the difference between these two kinds of accounts?

Two condom companies: Durex and Donless will be taken as examples.

Durex is a worldwide famous condom producer.14 years after it entered the Chinese market, Durex has taken over 30% of the market share Durex uses a professional team to manage its Weibo account.

The other brand taken as an example here is called Donless. As a Chinese company, Donless was established in 1998 and now it has occupied 10% of the market. On Weibo, it manages its account by itself.

2. Design of the accounts

The Weibo account for Durex is shown below:

On the top, you can see its display picture, banner, following, follower and number of posts. If you scroll down, you can also see its bulletin board, links to its website, other accounts in its parent group and tags of this account.

The other account, Donless account takes the same layout, but they don’t have links to the other accounts in its parent group.

3. Comparison

• Background color:

Durex picks a dark blue background and Donless uses the default white background. As a product kind of taboo in China, a dark background helps create an environment of safety for customers.

• Display picture:

Durex uses a DP with Durex logo and month, balloon, a cup cocktail.

Donless just put their logo as its DP.

Obviously, the former one feels more intimate and relaxed. On the contrary, Donless DP looks cold and

• Banner:

Durex takes a banner with a joke, describing the size of their condoms as the size of pants.

Donless uses its banner as a billboard, what it put in its product description.

According to a report from Sina, the posts about humorous and funny stuff are the most interactive type of content on Sina Weibo.

• Bulletin board:

The content Durex puts in its Weibo bulletin board is “best fans”(an activity held by Durex: one best fan is elected every week and the winner can get some gifts from Durex). And only the title of this activity without explanation is put on the board.

Donless also puts content about its activity on the bulletin board. Different from Durex, Donless puts a long explanation with it. However, it is not convenient for visitors to read because of the limit of the size of the bulletin board.

• Tags:

The tags Durex uses are:

The tags Donless use are:

The difference between their tags is:

Durex uses tags which is close to the customer. All its tags surround visitors and potential users.

The tags Donless uses surround its products and the positioning of the company.

4. Analysis

From the comparison, it is quite obvious that the account run by a professional company is much more customer-oriented.  From the design of the background, display picture, banner, bulletin board, and tags, the professional team takes customers’ feelings, user experience into consideration.

In this case, the theme of the Durex Weibo account is easy, safe, and relaxed. The design of this Weibo account is based on this theme.

It shows the professional company put profound knowledge and experience of Visual image design, consumptive psychology, and other fields into the management of the account. For companies, it is not so easy to develop a team to consider as many details as a professional team does at the same time. For example, a professional Weibo company can have experience in many industries at the same time which helps it to keep its leading position in knowledge. On the contrary, companies who run their Weibo account by themselves, usually only focus on their industry or even their own company.

However,  it is very difficult to measure the effect of the difference because it is the difference in Weibo users’ feelings.

Not only the design of a Weibo account, creating content and its promotion on Weibo is also very important. 

Tips to Run a Professional Weibo Account: Build Your Brand Like a Pro in China

If you’re not taking Weibo seriously in China, you’re missing out on a major opportunity to grow your business. Weibo (China’s version of Twitter with Instagram vibes) is one of the most powerful platforms for brand building, consumer engagement, and driving sales

Weibo is the Twitter of China

Whether you’re a startup or an established brand, running a professional Weibo account can amplify your presence in the Chinese market. Let’s get straight into actionable tips

1⃣ Optimize Your Profile for First Impressions

Your Weibo profile is your digital storefront. Make sure it looks professional and trustworthy.

• Profile Picture: Use your brand logo for instant recognition.
• Cover Image: Choose a high-quality image that showcases your brand identity or top products. Think sleek, minimal, and visually appealing.
• Bio: Keep it short, clear, and impactful. Mention your brand’s unique value, location, and contact info.
  • Example: “[Brand Name]: Premium Organic Snacks for a Healthy Lifestyle. DM for inquiries!”

Pro Tip: Include a link to your Chinese website, WeChat account, or e-commerce store (JD, Tmall, etc.) in your profile.

2⃣ Create Consistent and Relevant Content

Consistency is key. Post regularly and focus on value-driven content tailored to your audience.

• Educational Content: Share insights related to your industry, such as “5 Reasons Organic Food is Trending in China” if you’re in F&B.
• Engaging Visuals: Use high-quality images, short videos, or infographics. In China, aesthetics are everything.
• Trending Topics: Jump on hot topics (热搜) when they align with your brand.
  • Example: During a fitness trend, share content like “Best Post-Workout Snacks to Keep You Energized.”

Pro Tip: Post at peak engagement times (e.g., 8-10 AM, 7-9 PM) to maximize reach.

3⃣ Leverage KOLs (Key Opinion Leaders)

Partnering with KOLs is a surefire way to boost your Weibo presence.

• Micro-KOLs (Small Influencers): Affordable and perfect for niche audiences.
• Big KOLs: Expensive but offer massive exposure. Use them strategically for campaigns or product launches.

Pro Tip: Choose influencers whose followers align with your target demographic. Look at engagement rates, not just follower counts.

4⃣ Run Interactive Campaigns

Engagement is king on Weibo. Create Creative campaigns that get people talking.

• Hashtag Challenges: Launch branded hashtags to encourage user participation.
  • Example: #HealthyLivingWith[BrandName] for users to share their lifestyle tips.
• Contests and Giveaways: Offer prizes for reposts or creative content related to your brand.
  • Example: “Repost this post and win a free product bundle!”
• Polls and Surveys: Ask your audience for feedback or preferences.

5⃣ Integrate with E-Commerce (specially Tmall-Taobao)

Weibo isn’t just for content; it’s a sales-driving machine when used correctly.

• Direct Purchase Links: Use Weibo’s e-commerce integration to link directly to your JD or Tmall store.
• Flash Sales and Promotions: Announce limited-time offers to create urgency.
• Live Streams: Collaborate with influencers to host live shopping events.

Pro Tip: Use Weibo ads to promote your sales campaigns to targeted audiences.

6⃣ Use Data Analytics to Fine-Tune Your Strategy

Weibo’s analytics tools provide insights into what’s working and what’s not.

• Engagement Metrics: Track likes, shares, and comments to identify high-performing posts.
• Follower Insights: Understand your audience demographics and adjust your content strategy accordingly.
• Hashtag Performance: Analyze the reach and engagement of your branded hashtags.

Pro Tip: Experiment with post formats (images, videos, GIFs) to see what resonates most.

7⃣ Utilize Weibo Ads for Amplification

Weibo ads can turbocharge your reach if you target the right audience.

• Fan Headlines (粉丝头条): Boost a post to your followers and their networks.
• Targeted Ads: Use demographics, interests, and location targeting to reach the right audience.
• KOL Amplification: Promote influencer posts to maximize their impact.

Pro Tip: Start with small ad budgets to test and scale what works best.

8⃣ Build Relationships Through Engagement

Don’t treat Weibo as a one-way street. Respond to comments, messages, and mentions to build loyalty.

• Quick Replies: Answer questions about your products or services promptly.
• Repost User Content: Share customer photos or reviews to show appreciation.
• Engage with Fans: Like and comment on followers’ posts related to your brand or niche.

9⃣ Stay Ahead with Trends and Innovations

Weibo evolves quickly. Stay updated on new features and trends.

• Video Content: Invest in short, catchy videos, as video engagement is growing rapidly on Weibo.
• Emerging Trends: Monitor trending hashtags and topics daily for opportunities to align your brand.

Pro Tip: Subscribe to Weibo’s business blog or follow top-performing accounts in your industry for inspiration.

10⃣ Localize Your Strategy for China

Weibo is all about connecting with local audiences in China. Example on linkedin

• Use Mandarin for all posts, captions, and replies.
• Incorporate culturally relevant themes, such as Chinese New Year or Mid-Autumn Festival.
• Address regional preferences if you cater to specific markets (e.g., southern vs. northern China).

Final Thoughts

Running a professional Weibo account isn’t just about posting pretty pictures—it’s about building trust, engaging with your audience, and driving sales. In China’s fast-moving digital space, the brands that win are the ones that stay consistent, connect authentically, and adapt to trends.

You’ve got the tools. Now it’s time to dominate Weibo like a pro.

PS we are a Weibo Agency