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

This shift in lifestyle is opening new doors for international food brands. Yet, breaking into China’s frozen food sector isn’t easy. Competition is fierce, distribution networks are complex, and consumer expectations are evolving rapidly.

At our agency, we’ve helped dozens of global food and beverage brands to enter the Chinese market. From navigating local regulations to building online presence and e-reputation, we know what works—and what doesn’t—in this dynamic market.

In this article, we’ll share the key insights you need to understand China’s frozen food market, the challenges to anticipate, and the strategies that can help your brand win in this booming industry.

China Frozen Food Market Dynamics

The Frozen Food market in China is expected to reach more than USD 26,492.8 Million by 2024, driven by a massive demand for the frozen food sector. Chinese people are becoming more and more sophisticated consumers, so they pay extreme attention while making food purchases. This trend is expected to win the market of frozen food products in China over the coming years.

The target for this industry can be further extended to schools, military camps, tourism, the fast food industry, and other fields which will provide an opportunity for expansion. The Key Players are building intelligent giant factories and storage to focus on cold storage transport, and usage of high-quality ingredients to boost China’s frozen food industry growth.

Over the years, the industry of frozen food production in China has developed rapidly. The change in Chinese consumers’ eating habits has driven the demand upward and China is likely to fulfill the growing demand. Packaged frozen meals, chilled, or shelf-stable that are ready to eat or require additional food ingredients will continue to will become the major drivers of the growth of frozen food consumption rates.

Covid-19 helped in boosting frozen food sales

As everywhere else in the world, China was also fighting the Covid-19 virus outbreak. One of the most critical factors of frozen food markets’ rapid development was lockdowns, which made people stay at home without any way to go shopping or eat out. This resulted in a higher market demand for cold stored food with prolonged shelf life, as no one ever knew how long each lockdown will last. The frozen product market scale started growing in 2020 and is continuously growing ever since.

It is predicted that in the future, post-pandemic Chinese people will be looking for ways to shorten food preparation time without sacrificing quality. As such it can be expected that they will prefer frozen offerings which remain convenient and fresh even after one year since the purchase. Although a lot of people prefer the fresh produce of meals cooked at home, they will gladly shorten the preparation time with the usage of half-done frozen products.

What are the driving elements of the Chinese frozen food market?

In a country where going every day to the market to purchase fresh ingredients is still the mainstream, it’s legitimate to ask yourself the reason for the growth of the frozen food industry.

Today, Millennials have a dynamic lifestyle with lesser time available for cooking fresh food and this is the major driving factor for the significant growth of the frozen food market in China. The convenience of frozen food is the key factor that is expected to drive the frozen food market growth over the forecast period.

Hypermarkets, Supermarkets, and convenience stores in China are expected to reach maximum profit margins owing to the sourcing of Chinese frozen food. Chinese mentality about food, diet and eating patterns is changing. Better quality, healthier ingredients, and more reliable nutrition are becoming a new movement in China food production. A different type of frozen food is being added to Chinese grocery lists, creating new opportunities for frozen food companies.

Market Size of Frozen Food Industry by Type in China

The top leading companies in the Chinese frozen food market include Sinian, Sanquan Food Co Ltd, Apex Frozen Foods and Longfeng. However, since the frozen food market is growing, adding up new types of frozen foods, there are a lot of new frozen food companies being launched every year. Only in 2020, there were 12000 newly registered companies that sell frozen food products in China.

Although most Chinese families still prefer to buy traditional frozen foods from various local cuisine, such as glutinous rice balls, fish balls, or traditional Chinese rice puddings, there are a lot of modern frozen foods that attract attention among Chinese consumers.

One of the frozen food types that are seeing rapid development in China’s frozen food market share is ready-to-eat frozen meals. According to research firm Mintel, this sector will gain huge market share over the next years, with fish singled out as a potentially high-value category. We have noted several areas where demand is skyrocketing:

• Breakfast meals – 42% growth predicted between 2016-2022
• Low calorie/healthy options – 39% growth predicted between 2016-2022
• On-the-go meals – 31% growth predicted between 2016-2022
• Kids’ meals – 28% growth predicted between 2016-2022

China Frozen Food Market: most popular segments

When it comes to the most popular segments of the frozen food industry in China, Chinese consumers usually chose from:

• Frozen ready meals
• Frozen pizza
• Frozen meat
• Frozen fish/seafood
• Frozen potato products
• Frozen bakery products

In the future, frozen potato products are expected to be the fastest-growing segment of the frozen industry in China, owing to ease of consumption and cooking, followed by frozen meat and frozen ready meals. Other segments of China’s frozen food market which include soups, fruits, and vegetable products are expected to show faster growth than bakery products.

According to the Chinese urban consumer preference and shopping behaviors, about 48% of Chinese people purchase frozen pork, and 70% of the Chinese population believes that food safety is more important than its price. China has had a lot of scandals regarding food safety in recent years, and that’s why Chinese consumers are very conscious of China’s food market.

Frozen fish/seafood

One of the biggest segments with a considerable market share in the frozen food market in China is the segment of frozen fish and seafood, which are seeing significant growth over recent years. Chinese middle class is growing and Chinese people spend more and more on food. As high-quality frozen fish and seafood are treated as delicacies, the demand is growing year by year.

For example, “Pollock”, roughly $883 million worth of frozen Alaskan pollock reaches Chinese shores each year. Moreover, cuttlefish and squid shipments amount to $445 million annually. Cod fish’ scores are also comparable.

High-end product varieties, such as king crab and lobster, are also seeing an overall distribution channel development. A taste for more gourmet varieties is present, especially in urban areas. Frozen crab exports to the Chinese market rack up $170 million in revenues annually. China also imports roughly half a billion dollars worth of lobster, including rock and Homarus species, each year.

Doing Business in China is not that hard!

With rising disposable income and growing urbanization, China is expected to become a key driver in the purchasing power of frozen food products. China is a good market for the rapid expansion of food outlets along with reduced tariff barriers on frozen food imports by the government. However, the price of frozen food products from multinational brands is still very high in China but sophisticated health-conscious Chinese consumers are ready to spend their money on the quality provided.

Non-vegetarian frozen products also represent the major market share owing to the growing preference and influence of western food services. This trend is encouraged by the expansion of the western restaurant and this is expected to boost the demand for imported seafood such as sushi, platters, lobsters, and oysters.

How to sell frozen food in China?

The frozen food market in China is booming and it offers a lot of new opportunities for domestic and foreign companies. New trends and lifestyle choices of Chinese people work in favor of the frozen food industry, as people tend to look for fast and convenient ways to eat high-quality meals. Further, the overall distribution channel development existing in the realms of the frozen food industry in China is boosting the market expansion readily.

Although the frozen industry occupies a considerable position in the food market in China and offers a lot of opportunities, there are some key factors to consider if you want to start selling frozen food to Chinese people. Here are some of the key considerations;

Sellers and Distributors

Choosing the right seller or distributor is essential for every type of business in China and the frozen food industry is no different. The task is not easy and it is crucial to make a proper market analysis before choosing a partner to work with, as he will be the connecting point between us and the market in China.

Is it advisable to work with a marketing agency that can help with choosing the right partner for your business in China? They can help with finding potential distributors (in both online and offline distribution channels) and take care of the relationship with them.

Supermarkets and hypermarkets are expected to enjoy maximum profit margins representing big opportunities for new international frozen food players to establish their business. Local players can further grow their market with in-store promotions and on-site demonstrations.

Offline distribution is still the leading distribution channel in China and is expected to show decent growth in the future. Having an online distribution channel is also very important to extend your business in China and is expected to grow in the future owing to an aging population that prefers to buy online instead of visiting stores. Due to the huge internet and smartphone usage among young Chinese consumers, having an online distribution channel is something essential to winning the market.

Our experience and our contacts with distributors are right for you if you want to have a successful business in China.

E-reputation and Branding

One of the characteristics of the Internet is that every piece of content leaves a lasting trace over time. On the web, everything that is published on websites and web pages can be found through search engines, even after many years.

Therefore, it is important to take care of the e-reputation of your brand. Most of the popular online distribution channels let people leave comments and recommendations, so make sure all the comments about your brand are positive and will have a good impact on potential customers. Take care of your brand’s image, and try to be visible and recognized on Chinese marketplaces and on social media.

Today more than ever, e-reputation is a fundamental parameter for the success of brands, companies, and professionals. Chinese people usually scroll the Internet for recommendations and other users’ opinions before buying a service or product, when planning a trip, or orient themselves to vote during the elections. Make sure you maintain a good reputation across all online distribution channels of your brand.

It is also important to have a strong image that is constantly promoted in a positive way, so as to find the best distributors in the frozen food market in China.

Social Media Presence

Almost the whole Chinese Internet population is on Wechat, the biggest messaging app and social media platform in China, with 1.26 billion monthly active users. WeChat offers a lot of features that help companies build brand awareness and sell their products in China, such as WeChat Official Accounts, WeChat stores, or WeChat Payment methods. While entering the Chinese market, being on Wechat is a step that you should never omit, if you want to stay in touch with your audience and build trust.

There are many other platforms that are used by millions of Chinese users every day. You can market your products via short articles on Weibo, amazing photos and user recommendations on Little Red Book, short videos on Douyin, and so on. The possibilities are endless and we can help you with tailoring the best marketing strategy for your frozen food business.

Influencers’ Collaborations

Like in the West, nowadays influencers are the driving force on all social media and China is no different. Chinese KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) have huge following bases and can help your brand build awareness and trust among Chinese people. They can market your products through photos, videos, and live streams, bringing new customers in abundance.

Selecting the right influencer for your marketing campaign can bring you great sales and recognition that will help you get a name in the Chinese market.

Trade Shows and Exhibitions

Although digital communication is essential when doing business in China, an offline presence is also very important when selling food on the Chinese market. And the best way to enter China’s food market is through fairs and exhibitions held in major Chinese cities, like Guangdong, Shenzhen, and Shanghai.

In this kind of show, you can integrate any kind of communication. Our advice? Always show your QR code at these fairs to integrate online and offline experiences for the Chinese audience.

Take a chance in the Chinese frozen food industry

China’s frozen food market is growing fast, especially after the Covid-19 pandemic, which is also the case in the Western world. Chinese middle-class’ earnings are rising and so are their concerns about food safety and quality. They want to eat better, they care about their health, and prefer to spend more money on good-quality food without the need to spend more time preparing their meals. There is more and more room for new players in the frozen food market, as frozen food sales are rising year by year. If you’re thinking about entering China’s frozen food sector, now it’s the right time for you!

Need help with entering China’s frozen food market? Contact us!

We are a China marketing agency with more than 70 Chinese and foreign marketing professionals with years of experience in helping companies enter the Chinese market. We can help you build your China marketing strategy, build your Chinese website, find Chinese distributors or help with finding the right online distribution channel for your brand.

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

Selling U.S. property to Chinese investors isn’t just about listings; it’s about understanding culture, trust, and visibility in a digital ecosystem very different from the West.

So what works in China’s real estate marketing?

At our agency, we’ve helped international real estate companies break through the “Great Firewall,” build visibility on Baidu, and connect with serious investors through WeChat and Chinese PR.

In this guide, we’ll show you what truly works: from building a trustworthy brand presence to mastering the right marketing channels. So you can effectively attract and convert Chinese property buyers.

Key Takeaways

• Chinese investors are attracted to US real estate due to their interest in global investment and portfolio diversification, as well as the perception of safer long-term investments with higher potential returns compared to domestic properties.
• To effectively sell US real estate to Chinese investors, it’s important for marketers to understand cultural differences and preferences when it comes to investments and marketing strategies. Building trust through reputable branding efforts tailored specifically toward them is also crucial.
• Utilizing Chinese social media and marketing platforms such as WeChat, Weibo, Baidu, and live streaming channels can be highly effective in reaching out to potential Chinese buyers and promoting US real estate properties. Understanding the impact of China’s regulations and policies on overseas property investment.is also essential for success in this market.

The US is the most popular location for investment

The US is currently the most popular choice for property investment by foreign investors, especially the Chinese property buyers, who are now the biggest foreign investors of real estate within the country, currently responsible for 29% of the total foreign investment in American real estate.

The East and West coast tend to be the most sought-after areas, with New York and Los Angeles currently being top of the list. And it’s not just wealthy citizens buying up foreign property. Chinese companies are also beginning to invest in office spaces abroad as a way of company investment. Generally, there is a better return on investment in overseas property than investing in China so it’s easy to understand why forward-thinking companies are jumping at the chance to invest.

On the other hand, China’s real estate sector has evolved rapidly over the last three decades, transforming from a closed-off system to one that sees an influx of global investments. For instance, historically speaking, the Chinese property boom is closely linked to their booming economy, which plays a pivotal role in shaping global economic trends.

Understanding Chinese Real Estate Investors

Cultural Differences 

These differences can impact investment decisions in various ways, such as communication styles, negotiation tactics, and overall preferences for property types or locations. It’s essential to recognize these unique considerations to tailor your approach accordingly.

To bridge the gap between diverse investment strategies and expectations, consider offering ample opportunities for face-to-face interaction with prospective clients—even if it entails traveling halfway across the globe—while focusing on building long-term relationships founded on trustworthiness.

Influencing Factors for Chinese Investors in US Real Estate

Besides their desire for global investment and portfolio diversification, which we mentioned previously, insecurity in China’s domestic market has prompted many affluent individuals from mainland China, Taiwan, and Hong Kong to seek safer investments overseas.

Other considerations for Chinese buyers include educational opportunities for their children as well as desirable lifestyle choices associated with owning property in prestigious neighborhoods or upscale communities.

Impact Of China’s Regulations And Policies On Overseas Property Investment

The Chinese government has instituted financial regulations and tight controls on capital outflows and Chinese investments, including restrictions on foreign real estate purchases. For instance, in 2017, the Chinese government announced new rules that limit overseas investments by domestic companies and individuals.

This move is meant to curb money laundering and prevent investors from shifting their assets abroad illegally. However, despite these restrictions, US real estate remains attractive to Chinese investors who seek stable returns and long-term asset appreciation.

Trust And Brand Reputation In The Chinese Market

In China, trust is one of the most critical factors influencing consumer behavior. A significant aspect of building a successful brand in China is establishing a trustworthy image by paying close attention to cultural sensitivity. To build trust with Chinese investors, companies need to define their brands clearly and learn from examples that have been successful in cultivating brand loyalty with Chinese consumers.

Digital Marketing Strategies For Selling To Chinese Investors

In order to start selling real estate to China, it is important to have a very thorough understanding of the purchasing habits of the Chinese when it comes to buying property. From what they are looking for, to the various marketing platforms used throughout China, having an in-depth knowledge of this is hugely beneficial when it comes to helping you generate leads and achieve success in terms of conversion.

The key point to understand is that the answer in China is digital, with 900 million netizens and an internet penetration rate of 70%, the whole investor eco-system is centered around online activity. This also differentiates the Chinese market from the rest of the world where offline affiliates play a larger role, in China less so.

Your Reputation May Not Extend to China

Large, reputable firms have often asserted to us that they do not need to market themselves in China, they are world-renowned and the investors come to them. In China actually, this logic does not hold up. The Chinese business and online landscape are actually very distinct and separated by what is termed the ‘Great Chinese Firewall’.

As established, digital is the solution but on the Chinese internet, local platforms dominate. No Google, Baidu. No Facebook, but rather WeChat. Chinese news sources such as Sohu and Ifang are where investors browse for information.

If you are not active and have not developed Chinese content you will not be visible on Mandarin Character Keyword Searches. This is a problem even for the largest firms in terms of attracting seriously wealthy investors.

Produce a Good Chinese Website and Quality Mandarin Content

No matter how strong your reputation is back in the US, it is very important to remember that when your company enters China, you are essentially invisible. Any positive reviews you have are inaccessible due to the ‘great firewall’.

It is therefore essential to build your own website in Chinese in order to give potential investors a first look into your company and the type of property you have on offer. Producing well-written content about your property which can be accessed from various Chinese platforms is also advised in helping build both your visibility and credibility. These should include backlinks to your website in order to increase web traffic and your ranking in the search results.

Remember, some overseas investors may not have the opportunity to come and view the property they are investing in in person. It is, therefore, crucial to have a wide range of images of the property on offer with very concise details so the investor can have a better idea of exactly what they are getting.

Videos are another great way of giving a very clear view of what you have on offer. Generate high-quality walk-through videos of properties. Videos, images, and your website should all translate well to being accessed in mobile form, as the majority of Chinese use their phones for all their web research. This type of content suggested above can be sent to investors directly via instant messaging on WeChat accounts.

Become Number One on Baidu (China’s Google)

After creating a strong Chinese website, you need to start increasing your visibility. Baidu (the most popular search engine across China) is the most important place to start. Statistics show that if you do not appear on the first search page, you are likely to lose 65% of potential internet traffic.

It is highly advisable, therefore, to do search engine optimization in order to rank on the first page. Finding the right keywords that will help you generate the most leads, optimizing your cost per click and bid positioning, and constantly updating your landing page while monitoring web traffic are all key in helping you achieve ‘first search page’ success. Ranking highly in the organic results on Baidu drives the highest quality leads.

Sites need to be built with Baidu searches in mind and audited in terms of Mandarin Characters that improve search engine ranking. This Chinese site will be your ‘shop front’ in China.

PPC (pay-per-click) is also a good way to complement ongoing SEO for a real estate firm. This will rank you in the paid results, and real estate still offers an effective ROI. The combination of the two approaches works best, with PPC being more important initially when you first enter the market and SEO becoming more viable after a number of months of activity.

Social Media (WeChat) is Integral

As the most popular social media app in China, it is advisable to become highly familiar with the inner workings of WeChat and the ways in which it can help create interest and market your property.

Setting up an official WeChat account will give your audience the feeling of having a more direct line of contact with you. It will also allow potential investors to stay constantly up to date with any updates regarding your company. You can also create your own weChat group to better communicate with potential customers.

For example, as a real estate developer, any new properties you have on offer can be shared on your official account so your subscribers can see them instantly without going out of their way to access your website. Consider WeChat as a communication ‘Swiss Army Knife’ for building relationships with investors. Ranking highly on Baidu is the best way to generate qualified leads, and WeChat is the first step toward conversion.

Almost every website in China is accessible by QR codes so include your website QR code on your official WeChat account to give potential investors a smooth transition from your WeChat to your website. This ‘lead funnel’ needs to be developed to be as intuitive as possible for all parties.

PR & E-Media Coverage

In China, exposure to e-media is essential to win investors’ trust. They search on platforms such as Sohu, Ifang, or News168 for relevant information. Quality PR content is essential and must be tailored for the Chinese market to develop the reputation of your services. If you have no presence in the news, a serious firm will struggle to gain traction.

Other Effective Marketing Strategies

Translating Property Listings to Chinese

One of the most effective marketing strategies for selling to Chinese property buyers is translating property listings and other materials into Chinese.

This will help ensure that potential buyers and high-net worth individuals from China understand all of the key features and benefits of your properties without any misunderstandings or confusion. Research has shown that offering multilingual marketing content can have a significant impact on sales for luxury properties worldwide, including those in the United States.

When we take into account that many wealthy Asian and Chinese investors are cash buyers who value discretion and ease when making purchases abroad, creating easily accessible information they can read in their own language becomes crucial in securing these investments.

Relationships With Local Chinese Real Estate Agencies

Networking and establishing partnerships with these agencies can provide invaluable access to potential buyers in China. These established relationships can also help overcome the language and cultural barriers that often arise when dealing with overseas clients.

It’s worth noting that building these relationships takes time and requires trust-building efforts on both sides. It’s important to do research and find reputable partners who understand the local market and have experience working with foreign buyers.

Real Estate Investment Seminars And Virtual Tours

These events provide a great opportunity to showcase properties and discuss the advantages of investing in US real estate. Chinese investors are known for spending a lot of time online and on mobile devices researching potential investment opportunities.

By holding these events virtually or through live streaming platforms like WeChat or Baidu, marketers can easily reach interested investors without travel costs or logistics issues.

Post-Sale Services

Maintaining consistent contact with clients after the sale is crucial to building lasting relationships and driving repeat business. Positive post-sales experiences can help increase customer loyalty, enhance brand reputation, and ultimately lead to increased sales.

To achieve this goal, it’s important to focus on relationship management by maintaining follow-up communication and providing aftersales support. This could involve offering additional services that add value for your Chinese investors such as property management or legal assistance.

Additionally, implementing loyalty programs and analyzing consumer behavior patterns can help identify opportunities for upselling or cross-selling products and services.

Offering property management services can provide peace of mind for investors who may not live in the same location as their investment properties. Plus providing legal assistance with navigating unfamiliar US laws and regulations pertaining to foreign buyers can be invaluable for these investors.

Our Agency is Here to Help You Succeed

Selling U.S. real estate to Chinese investors requires a deep understanding of their motivations, cultural considerations, effective marketing strategies, and careful attention to legal and financial logistics. At our agency, we specialize in providing comprehensive solutions for successfully navigating these challenges.

With our expertise in understanding the cultural nuances and regulations impacting investment decisions, we can develop tailored branding and marketing strategies that build trust with potential clients in the Chinese market.

We are well-equipped to manage the legal and financial logistics involved in the buying process, ensuring a smooth and secure transaction for Chinese investors. Furthermore, our commitment to providing high-quality post-sale services will help maintain strong client relationships and add value to their investment.

In fact, last year, Chinese investors from mainland China, Taiwan, and Hong Kong were the most active buyers of U.S. real estate among foreigners. We recognize the significance of this trend and are dedicated to assisting Chinese investors in capitalizing on the opportunities available in the U.S. real estate market.

Whether you are interested in entering the U.S. real estate market as a Chinese investor or need assistance in navigating the intricacies of this industry, our agency is here to help. Feel free to contact us anytime to discuss your goals and how we can tailor our services to meet your specific needs. Together, we can unlock the full potential of your real estate investment journey in the United States.

For international food brands, this shift opens new opportunities but also new challenges. Chinese consumers are demanding healthier, higher-quality, and more localized products. To succeed, brands need more than just great recipes. They need a strategy that fits China’s fast-moving digital ecosystem.

At our agency, we’ve helped dozens of global F&B brands enter and thrive in China. From adapting product messaging to launching on Tmall and Douyin, our local team combines on-the-ground insights with years of digital marketing experience.

In this article, we’ll break down what drives China’s ready-to-eat meals market, how consumer behavior is evolving, and what steps your brand can take to capture this growing demand, with practical guidance drawn from our work in China’s food sector.

What were the favorite ready-to-eat meals during the epidemic in China?

China saw a rapid growth of various kinds of products in the ready-meals industry.

Rice noodles, instant noodles, self-heating rice, and self-heating hot pot have been the best sellers among pre-cooked food, and instant noodles and quick-frozen food are the favorite categories, taking more than half of the market.

The market size of quick-frozen food is about 150 billion yuan, and that of instant noodles is about 100 billion yuan. It is expected that the sales growth rate of the instant food industry to remain at around 6% in the next few years and the scale of the industry will exceed 630 billion yuan in 2025.

The success of noodles in the prepared dishes industry

The River Snail instant noodles, also called Luosifen, are a specialty of Liuzhou, a city located in the southeast province of China Guanxi. Since 2014, due to the impact of takeaway platforms such as Ele.me and Meituan, instant noodle sales have shown a downward trend. In 2019, this negative trend stopped. And since 2020, River Snails rice noodles have become the favorite prepared dish during the epidemic.

• Ramen Talk: The brand RamenTalk was established in 2016. In November 2017, “Ramen Talk” announced that it had received an investment of 4 million yuan. In March 2018, “Ramen Talk” completed another 10-million-yuan A round of financing. On April 17, 2020, “Ramen Talk” thanks to Li Jiaqi’s live-streaming sessions sold hundreds of thousands of pieces.
• Baman beef noodles: This brand also emerged as a fast-food brand during the same period. In 2014, Baman Beef Noodles started from offline stores, and in 2016 they launched a series of quick-cooked beef noodles. Since 2014, Baman Beef Noodles has received investment from many well-known VCs such as Zhen Fund and IDG Capital. In April 2018, after Baman Beef Noodles completed tens of millions of yuan in Series B financing, the valuation reached 500 million yuan.
• Sichuan Baijia Foods: On February 19, 2020, Sichuan Baijia Foods secured 110 million yuan in Series A financing, led by Tongchuang Weiye, with a 10% equity investment in Baijia Foods. The funding will be primarily used to increase factory production capacity and expand offline sales channels and online direct supply business. Baijia Foods experienced a significant increase in orders during the Spring Festival last year, with orders reaching a value of nearly 200 million yuan by the end of February, surpassing the sales of 40 million yuan during the period in 2019.

Self-heating hot pot: another leading product in the prepared dishes industry

Self-heating hot pot products are also popular among Chinese consumers. Since the second half of 2016, self-heating food entered the market. Statistics show, self-heating foods were incredibly desired during Covid-19 pandemic.

The number of company registrations increased by 75% compared to 2016, and 1.7 million products were sold during Double Eleven festival last year. This traditional thick soup, popular among Chinese consumers and present in restaurant chains around the country, also became the go-to ready-to-head dish in China.

The industry structure of self-heating hot pot products is relatively concentrated. Among the traditional leaders, there are Haidilao, Dalongyi, Xiaolongkan, and Dezhuang quickly entered the game relying on their main business experience. Snack manufacturers such as three squirrels, Liangpinpu, and Baicaowei also joined the battle.

Chinese demand a healthy transformation of prepared dishes

Prepared dishes and instant food have been popular in China for a long time. However, the consumption of instant noodles has declined in recent years due to the rise of food delivery platforms.

Chinese people are now more concerned about having a healthy diet, which has led to the emergence of high-end prepared dishes like “Ramen Talk”.

This brand focuses on providing high-quality and healthy ready-to-heat food, such as their classic tonkatsu ramen. It allows consumers to enjoy delicious Japanese ramen at home without going to a restaurant.

Traditional instant noodle brands are adapting to changing consumer preferences by launching high-end dishes. The new Chinese strong demand for instant noodles is focused on nutrition, taste, and convenience.

The report shows that for the whole year of 2022, Master Kong achieved revenue of 38.217 billion yuan, with an increase of 7.97% year-on-year.

In its instant noodle business, while container noodles had the highest revenue, reaching 12.321-billion-yuan, high-priced bag noodles revenue was 10.198 billion yuan, and mid-price bag noodles revenue was 2.59 billion yuan, which increased by 4.46% and 6.89% respectively over the same period last year.

What aspects should foreign companies consider before selling prepared dishes in China?

Chinese taste

Chinese cuisine is known for its wide variety of dishes, making it difficult to predict what foreign dishes would appeal to the Chinese palate. However, it is a known fact that the Chinese enjoy consuming hot food and beverages. Soups are particularly popular, and instant noodles are a common choice among pre-prepared dishes. Soups are often paired with noodles, vegetables, and meats.

Additionally, the Chinese prefer to eat rice with sauce and are not fond of dry foods like hard cheese.

Japanese cuisine has gained popularity in China, with Korean barbecue also being well-liked, especially in major cities. Italian pasta and Australian steak are other popular foreign dishes among the Chinese.

Chinese consumer behavior is constantly changing, so companies need to adapt. Chinese consumers are becoming more open to trying new foods, and even small details can impact their perception of a product. This is why its important to promote your brand with such content on Chinese e-commerce platforms.

For example, Kraft successfully entered the Chinese market by studying consumer preferences and creating a less sweet, more affordable version of Oreo biscuits in smaller packages. It’s important for companies to understand and cater to the evolving tastes and preferences of Chinese consumers.

Chinese consumers do their research online: it is also true for premade food

Although the market is growing there are a lot of preconceived ideas about premade food: tastes wrong, is bad for health, and so on. It is important for premade food brands to counter these ideas in order to make it on the market with direct consumers and with distributors.

It does not matter if you are looking for a wholesaler or wish to sell directly to consumers, building your reputation online is the number one step to making it in China.

Today, Chinese citizens spend 5 hours 20 minute searching the Internet. They do many activities on the web and companies leverage this trend to create a business, in fact, the Chinese digital ecosystem is huge, and is easy to lose your way inside it.

Chinese users, especially the younger generation do everything online and have to choose among different apps for multimedia information.

A company can sell something on its own website (the less popular option), or through its online store on one or more eCommerce platforms (and social eCommerce platforms).

Chinese can spend more quickly and rapidly than their western counterparts and this is due to digitalization.

The importance of digital marketing to gain the attention of Chinese consumers

Considering that the Chinese routine includes many hours per day on the internet, a company that wants to be competitive in a such digitalized market must have a strong presence on the web.

After having done some market research and had known what kind of products a certain target can appreciate, the company should study its digital marketing strategy, that even if varies according to the offer and the demand, it usually shall include at least some of the following digital channels:

• Chinese website: A website is a personal space for a company to communicate its mission, history, and offerings. In China, it’s important to have written content in Chinese and adapt the design and communication to Chinese preferences. To increase online visibility, an SEO strategy can be used. However, to be visible on Chinese search engines like Baidu, a Chinese domain ending with .cn is necessary. It’s important to note that having multiple domains can result in penalties from Baidu.

• Chinese search engines, social media, forums, online magazines, and blogs: utilizing digital spaces to enhance your online reputation is crucial. Engaging in conversations and reviews on Q&A forums, online press, and social media helps build trust with your target audience. Word-of-mouth recommendations play a significant role in purchase decisions. Additionally, creating content on these platforms aids in organic SEO by increasing backlinks and improving search engine rankings.

Baidu: the search engine to promote your prepared dishes in China

Baidu is the most popular Chinese search engine with more the 70% of the market share. Other popular Chinese search engines are Shenma, Sougou, and Haosou.

The relevance of Baidu decreases for mobile usage. This is mainly due to the power of the Chinese tech giant Tencent in the social media field. In China, the most used social media app is WeChat, and it is owned by Tencent, which also owns Sougou.

The result is that Sougou is the second largest search engine on mobile research with 23% of the market share, which follows 42% of Baidu.

Use Forums & Q&A to promote your premade food brand undercover

The Chinese equivalent of Quora is Zhihu. Just like Quora, you can write questions and answers and link websites. In this way, you can give and receive reviews about your brands and products and do SEO.

Chinese Social Media are Keys for Premade food brands

Chinese social media: the most powerful tools to improve your reputation in China. According to your target, you should choose which social media use for branding.

WeChat, Douyin, and Weibo are very popular in China but should be used in very different ways. If the communication on Douyin (the Chinese original version of TikTok) mainly relies on short videos, WeChat content is articles send as newsletters in instant message format or promotional messages sent within WeChat groups, but not only.

And while WeChat is a closed network where users are more familiar with them and generally visit the content of friends or people they already know; Weibo is an open social media where users are also used to seeing the content of brands and people that do not follow yet.

Start selling your premade food on Chinese eCommerce platforms

Do you want to sell to Chinese consumers? You need a store on one or more of the numerous eCommerce channels.

Just one suggestion for those who want to sell foreign food in China: the point of strength of foreign products in China cannot be the low price, because surely the Chinese can find cheaper products sold by Chinese players.

And, considering the increasing interest in high-quality products even in the prepared dishes sector, this information is not so bad. The most used cross-border eCommerce platforms to buy high-quality products are Tmall Global and JD Worldwide.

Not by chance, one of the most successful categories of products sold on Tmall was prepared dishes.

Case Study

Haidilao Hot Pot is a well-known Chinese restaurant chain that specializes in hot pot cuisine. In recent years, they have expanded their business by introducing prepared hot pot dishes for consumers to enjoy at home. This move has been incredibly successful, and Haidilao has become a household name in China.

Here are some key factors contributing to Haidilao’s success:

• Brand Reputation: Haidilao has built a strong reputation for providing high-quality hot pot dining experiences in their restaurants. This reputation has helped them gain the trust and loyalty of consumers, making it easier for them to introduce prepared dishes into the market.

• Product Innovation: Haidilao continuously innovates and develops new products to cater to the evolving needs and preferences of Chinese consumers. They have introduced a wide variety of prepared hot pot dishes that are convenient and easy to prepare at home, without compromising on taste and quality.

• Distribution Channels: Haidilao has leveraged its existing restaurant network and supply chain to distribute their prepared dishes. They have established partnerships with various supermarkets, online platforms, and delivery services, making their products easily accessible to consumers across China.

• Marketing and Promotion: Haidilao has invested in effective marketing and promotion strategies to create awareness and generate interest in their prepared dishes. They have utilized social media platforms, celebrity endorsements, and targeted advertising campaigns to reach their target audience and build brand recognition.

• Customer Engagement: Haidilao focuses on providing excellent customer service and engaging with their customers. They actively seek feedback and suggestions, which helps them improve their products and better meet customer expectations.

By implementing these strategies, Haidilao Hot Pot has successfully introduced prepared dishes into Chinese kitchens, expanding their reach and revenue streams beyond their traditional restaurant business.

We are your local partner in China ! Contact us !

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

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

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

This shift has opened the door for international babycare brands ready to meet China’s demand for quality, safety, and convenience. Yet, entering this competitive market requires more than just great baby products: it demands local insight and a smart market entry strategy.

At GMA, we’ve helped global brands like yours navigate China’s complex consumer landscape for over a decade. Our team combines deep understanding of Chinese parents’ expectations with proven experience in e-commerce, PR, and digital marketing.

In this article, we’ll show you how foreign diaper brands can win in China—what drives local consumers, how leading brands built trust, and the strategies that turn awareness into lasting market success.

What Is the Size of the Market for Disposable Diapers in China?

The size of the market for disposable diapers in China is expected to grow at a CAGR of 8.69% from 2022 to 2026.

The market is dominated by foreign players such as Procter & Gamble and Kimberly-Clark. These companies have a significant share of the market due to their focus on innovation and marketing. Additionally, they have expanded their distribution networks significantly over the years.

Local players such as Hengan International and Wantong are also present in the market, but they lack the scale and resources of foreign players. This puts them at a disadvantage in the market.

The disposable diaper market in China offers great opportunities for brands operating in the market. This is due to the growing awareness about hygiene and the rising income levels. Additionally, the market is expected to grow significantly over the next few years due to the government’s investment in healthcare and the rise of e-commerce.

The Disposable Diaper Market Is Growing in China

For quite a while now, the Chinese have been relying on split-crotch pants, or Kai Dang Ku, to potty train their young. The split-crotch pants have a long and venerable history in China. They were reportedly first worn by the Emperor’s concubines, so they could answer the call of nature unobserved. These days, Kai Dang Ku is still popular with both sexes and all age groups for their comfort and convenience.

The disposable diaper is a relative newcomer to China, introduced in the early 1990s. At first, they were seen as luxury items and mainly used by the wealthy. However, with increasing income levels and more widespread marketing, disposable diapers are becoming more popular across all segments of Chinese society.

The Chinese disposable diaper market is forecast to grow at a CAGR of 8.69% during 2022-2026. This is due, in part, to the increasing number of young couples who are having children, but it’s also attributable to the growing awareness of disposable diapers as a more hygienic and convenient option than traditional cloth diapers.

Procter & Gamble (P&G), the world’s largest diaper maker, entered the Chinese market in 1995 with its Pampers brand. Since then, other international brands like Kimberly-Clark and Japan’s Unicharm have also set up operations in China. Local companies like Hengan and Vinda are also major players in the Chinese diapers market.

Reasons for the Growth of Disposable Diapers in China

Many factors are driving the growth of disposable diapers in China. For instance, the country has a huge population, expected to grow even more.

The Chinese government’s “One-Child Policy,” which was in place for over three decades, is no longer in effect. As a result, more couples now have more than one child.

In addition, Chinese parents are becoming more affluent and have higher disposable incomes. They’re also better-educated and have higher expectations for the quality of their children’s lives.

As a result of all these factors, the Chinese diapers market is expected to continue growing in the years ahead. If you’re looking to enter this market, now is the time to do it.

Disposable Diaper Brands Popular in China

Some of the disposable diaper brands that are popular in China include Pampers, Huggies, and MamyPoko. These brands have a strong presence in the country and enjoy a high market share. They are focusing on expanding their distribution networks to reach more consumers. Additionally, they are also introducing new products to cater to the needs of Chinese consumers.

For instance, Pampers recently introduced a new product called “Pampers Pure.” This diaper is made of cloth and is aimed at eco-conscious parents. It is expected to be popular in China as the demand for premium diapers is growing.

Other brands, like Hengan and Vinda, are also popular in China. These companies have a strong presence in the Chinese market and offer a wide range of products.

Challenges That the Disposable Diaper Industry Faces in China

There are some challenges that the disposable diaper industry faces in China. Brands need to be aware of these challenges and find ways to address them.

• High cost of production: Producing disposable diapers is high in China. This is due to the country’s lack of natural resources and the rising labor costs. Brands need to find ways to reduce the cost of production if they want to be successful in China.
• Environmental concerns: There are growing environmental concerns regarding the use of disposable diapers. The vast majority of these diapers end up in landfills, where they take a long time to decompose. As a result, brands are pressured to find sustainable alternatives to disposable diapers.
• Low penetration rate: Disposable diapers have a low penetration rate in China compared to other countries. This presents a lot of untapped potential for companies operating in the market. Brands need to focus on increasing their penetration rate if they want to succeed in China.

The Chinese diapers market is growing and presents a huge opportunity for companies operating in the industry. However, there are some challenges that brands need to be aware of, like those mentioned above. Despite these challenges, the market is expected to continue growing in the years ahead.

Opportunities for the Disposable Diaper Industry in China

There are several opportunities for the disposable diaper industry in China. Here are some of them:

• Expanding distribution networks: We need to focus on expanding our distribution networks if we want to reach more consumers in China. This is a huge market, and there is a lot of growth potential. Brands need to have a strong presence in the country if they want to succeed.
• Introducing new products: We also need to introduce new products that cater to the needs of Chinese consumers. This is a fast-growing market, and there is a lot of demand for premium diapers. Brands that can meet this demand will be successful in China.
• Focusing on e-commerce: E-commerce is a huge opportunity for brands operating in the Chinese market. This is because there are a lot of consumers who shop online. We need to focus on this kind of distribution to reach more consumers.

These are some of the opportunities that we can focus on. The disposable diaper industry is growing rapidly in the country. It presents a lot of potential for companies operating in the market. We need to focus on seizing the available opportunities.

How Did P&G Bring the Diaper Revolution to China?

In the early 1980s, P&G decided to bring the diaper revolution to China. At that time, there were no disposable diapers in the country, and parents were using cloth diapers.

P&G first introduced its flagship product, Pampers, in 1982. The company faced many challenges in the early years as it was trying to educate Chinese parents about the benefits of disposable diapers. Additionally, it had to establish a distribution network across the country.

P&G helped revolutionize the disposable diaper industry in China. The company was able to do this by understanding the needs of Chinese parents and introducing products that met their requirements. Additionally, P&G invested heavily in marketing its products and establishing a distribution network across the country. As a result, disposable diapers became very popular in China, and Pampers is now one of the leading brands in the market.

P&G’s Success in China

P&G’s success in China is a result of its continuous investment in the country. The company has been operating in China for 34 years and has established a strong brand presence. Additionally, P&G has a deep understanding of Chinese consumers and their needs. This has helped the company develop products that are very popular among parents.

P&G is expected to continue performing well in China as the disposable diaper market is expected to grow at a rapid pace in the coming years. The company’s strong distribution network and wide range of products will help it maintain its leading position in the market. Additionally, P&G’s continuous investment in China will help it capitalize on the growing opportunity that exists in the country’s diaper market.

The rapid growth of the Chinese diapers market presents a significant opportunity for companies operating in the market. P&G has been very successful in China and is well-positioned to capitalize on the growing market opportunity.

How to sell your disposable diapers brand in China

• Distributors: the most traditional way to sell your product in China. Although online retail has become mainstream in China, physical retail is still going strong, and having your diapers available in your customer’s favorite supermarket is an advantage. Diapers brands also have the possibility to work through online distributors, which would be rather similar to offline distributors. However, selling in China through distribution can be challenging to set up. Indeed, the demand for chinese distributors is high, which in turns make said distributors picky about the brands they work with. Chinese distributors will generally go for the already know brand in China, it is less risky and less work.

• eCommerce: Is now mainstream and offer brand total control over the distribution of their products and the marketing associated. A brand can sell directly to their customers through their own online flagship store on the platform of their choices. Ecommerce in China, is dynamique, and brands have varied option when it comes to selling online: from platform choices, stores types to local vs crossborder ecommerce. Tmall, JD and Pinduoduo are the TOP 3 chinese marketplace you want to check out. Each have their pros and cons and a huge customers base. You also have the option to join specialised online marketplaces such as Muyingzhijia and beibei.

• Brick & mortar: This one is a little awkward for a disposable diapers brand. But let’s say your brand fully covers maternity & pre and post-natal care then it would be totally legit for you to decide to go that route. However, your physical store should be more in an effort to offer a unique experience to shoppers and should be combined with an e-commerce or/and distribution effort.

Why & How to reach out to Chinese parents & convince them to purchase your diapers brands?

1. It helps to create awareness for the product and build trust with potential customers.
2. A strong brand can help a product stand out in a competitive market.
3. Branding can help increase the perceived value of a product, making it more attractive to Chinese consumers.
4. Build trust with customers in such a sensitive market (keep in mind we are talking about baby targetted products)

Branding is crucial for brands wanting to succeed in China, here is a list of steps you want to take:

• Use Baidu to Give your Disposable Diaper Brand Visibility: You should definitely promote your disposable diapers brand on Baidu to target Chinese parents. some general tips for promoting a disposable diapers brand on Baidu include conducting keyword research to identify relevant keywords and phrases, creating high-quality content that engages and informs potential customers about the benefits of using disposable diapers, and using effective Baidu SEO tactics to ensure that your website appears near the top of search engine results pages for relevant queries. Obviously, you’ll need a website in Chinese that is optimized to rank on Baidu meaning no google API and server located in china or close to china.

• Chinese social media: Social media is an incredibly popular channel in China. In fact, more than 700 million people use social media in China, which means there’s a large potential audience for your diaper brand. Chinese ocial media allows you to target parents specifically. This is important because Chinese parents are often extremely concerned with the quality and safety of their children’s diapers. By using social media to reach out to them directly, you can assure them that your brand meets all of their high standards. Social media allows you to create dynamic and engaging content that will capture the attention of Chinese parents. We suggest diapers brand to invest on Wechat, Weibo and Xiaohongshu marketing, through community management and paids ads, but also Kols marketing.

• PR & Kols: PR is one of the most cost-efficient ways to build a relationship of trust with Chinese parents. Indeed, having a trusted 3rd party aligning its name with your brand is a power move that official brand communication will never achieve. Repeat this with multiple media and KOLs in the maternity realm and you’ll not only be building a strong presence online but you’ll also benefit from the trust customers have in this media.

• Forums & Q&A: They serve a similar function to KOLs & PR marketing, building trust and visibility but instead of influencers and trusted media, you are levaraging the power of peer reviews and word of mouth. The bonus: after a while, you’ll benefits from UGC (user generated content) or in other word, organic content about your brand that will keep feeding the discussion about your brand and your visibility online in China.

Want to start selling your diapers brand in China?

GMA has been helping brands grow in china for 10 years now. Our team of experts will help you reach your goals, contact us and ask for a free consultation

Top Destinations for Chinese Real Estate Buyers

Chinese investors still prefer countries that offer a mix of stability, education, and lifestyle appeal. The top destinations haven’t changed much, but motivations have evolved.

1. Australia – Sydney, Melbourne, and Brisbane remain favorites. Clean air, strong schools, and a familiar Chinese community make it feel “safe.”
2. Canada – Vancouver and Toronto attract buyers who want a mix of investment and migration opportunities.
3. United Kingdom – London is the classic pick, but cities like Manchester and Birmingham are gaining traction for better yields.
4. Thailand – A hot favorite for vacation homes and retirement properties. Bangkok, Phuket, and Chiang Mai see steady demand.
5. Singapore & Malaysia – Strong infrastructure, education, and cultural familiarity (Mandarin-friendly environment).
6. Mauritus Island – A hot favorite for Honeymoon and lot of luxury villas.
7. Dubai UAE because dubai is a growing economy.

Lately, there’s also growing curiosity about Portugal, Spain, and Saudi Arabia for their investment visas and lifestyle balance.

What Chinese Investors Like to Buy??

Good question.

Read this Chinese buyers tend to be practical, family-focused, and long-term in their real estate choices.
Here’s what they prioritize:

• Apartments in good school districts (education is a major driver).
• Properties in city centers — easy to rent, easy to manage.
• New developments with amenities — they value modern design, security, and facilities.
• Branded or developer-backed projects — a trusted name goes a long way.
• Residences near universities — perfect for children studying abroad.

Luxury villas and resort properties also attract attention, but the trend now is more about “secure returns” than flashy status. explained Kezia Immobilier Mauritus.

What They Check Before Buying ?

Chinese investors are extremely cautious. Here’s what they scrutinize:

1. Reputation of the developer – They will check online forums, reviews, and social media. A single negative rumor can ruin a deal.
2. Legal safety – Clear title, ownership rights, and government policies for foreigners.
3. Rental yield & resale potential – They want to know it’s not just a lifestyle purchase, but also a smart investment.
4. Tax structure & hidden costs – Transparency matters.
5. Accessibility & transport – Proximity to metro, schools, hospitals, and airports adds trust.

From what I’ve seen, Chinese buyers research heavily online before even talking to an agent. They prefer seeing others’ experiences first , yes they trust word-of-mouth and peer validation far more than sales pitches. Read more

How They Search & Get Information

Chinese investors don’t rely on Google or Facebook — those are blocked in mainland China. They use local digital ecosystems to research, read reviews, and connect with real estate agents.

Here are the Top 5 Platforms & Websites they use:

1. Baidu (百度) – China’s main search engine. They’ll use it like Google to find developers, agents, and property news.
2. WeChat (微信) – The all-in-one app for messaging, news, payments, and property promotion. Developers often run official accounts and mini programs for listings.
3. Xiaohongshu (RED 小红书) – Popular among younger investors and women. Lifestyle-driven posts often showcase overseas living and property tours.
4. Douyin (抖音) – Short videos and livestreams of property tours are becoming a trend. Many agents now use Douyin to show apartments virtually.
5. Juwai / Fang.com / 58.com – Specialized Chinese-language property portals that list overseas homes. Juwai (居外网) is particularly known for foreign property listings.

They also rely heavily on WeChat groups, private investor circles, and KOL (influencer) recommendations. Personal networks and word-of-mouth still carry more weight than official ads. They Check Douyin a lot.

My Take (Philip Chen CEO GMA°)

Chinese investors are cautious, but not afraid to spend — if they trust you.
To attract them, foreign developers must focus on reputation, transparency, and local understanding. Translate your materials into Mandarin, show real stories, and be active on Chinese platforms not just your English website.

And remember: selling to Chinese investors isn’t about shouting “Buy now!” it’s about building a relationship. Once they trust you, they’ll buy and tell ten others to do the same.

In my opinion, the next big wave isn’t about luxury penthouses anymore, it’s about smart, stable, family-focused investments — and those who build credibility online will lead that wave.

China’s snack market is one of the most competitive in the world. Understanding how Lyfen rose from a small seafood seller to an online powerhouse reveals the kind of marketing agility and consumer insight every international brand needs to sell on Tmall.

At our agency, we’ve helped global brands navigate China’s fast-moving digital landscape for over a decade. From strategy to execution, we’ve seen firsthand what works when it comes to connecting with Chinese consumers.

In this article, we’ll break down Lyfen’s winning approach and share key lessons you can apply to your own brand’s growth strategy in China.

The Chinese snack market

According to the think tank EO Intelligence, the sales volume of China’s snack market will reach 3 trillion yuan in 2020 and surpass 4 trillion yuan in 2025. This market experienced tremendous growth of 422% between 2002 and 2016.

Given the consumption upgrade and the COVID-19 pandemic, China’s snack market will experience rapid growth in the coming years with a trend toward fresh and healthy food.

Consumers are paying more and more attention to eating healthy and fresh food. According to a report issued by Beijing-based think tank EO Intelligence, up to 71 percent of the surveyed consumers said snacks are of equal importance to their physical and psychological health. Over 85 percent of millennials, who are the main consumers in the market, said that freshness and healthy qualities are their top focus in choosing snacks.

Read as well: China is a paradise for Snacks Brands

1. When Selling Snacks in China, Everything is about leverage

When starting a new project, we have to understand one thing: either we can do things by ourselves, or we’ll need some help.

Laiyifen, which mean “get one share” in Chinese, makes and sells cheap and popular traditional Chinese snacks from melon seeds and peanuts to ducks’ stomach and dried beef. Shanghai Laiyifen, which has the biggest number of shops in China, aims to increase sales of overseas sourced products by 30 percent in the next few years, as it’s facing an increasing demand from a growing middle class. The imported products range from Australia’s milk and Italian spa water to South Korean cheese codfish sausages. However, like any company willing to drag some new market share, Lyfen was in need of new solutions to develop its business.

And which better solution than developing its client’s portfolio? Let’s do some marketing, maybe networking, let’s put some discounts here and there… When doing arts, you can choose to make a draft and play it cool, having fun. Or you can target success, and prepare yourself for a real paint on 2x3m toil ready to be exposed. Well, in business it’s the same. If you’re not sure how to perform and use the best strategy which will bring you the success you need, you can call on experts. An outsider that will make you save both time and money.

The Lyfen Case Study: Chinese Snack Leader

That is what Lyfen did when contacting GMA. I am sure that in your carrier many ideas came to your mind. But tell me, are you afraid? Maybe you don’t want to contact advisers because you think they are overpriced? Maybe you think that delegating is risky and you will better do it yourself.

Unfortunately, we can’t find a magic formula for success but there’s one thing sure. Don’t stop believing in your projects! Don’t stop believing in your dreams, in your objectives, and give yourself the chance to achieve them.

And here again, that’s what Lyfen did.

A simple mission:

“Develop my market shares and turnover”. That’s all we need.

Starting there, we developed a new concept. A mediatic buzz. They needed one to change the market trend. A 1-million-dollar solution! (charged much cheaper…)

As a Digital Marketing Expert on the Chinese market, we decided to rebrand the company based on the “souvenirs” of an entire generation.

Our mass destruction weapon: creativity.

To do so, we changed the entire product while creating a new packaging under the sign of the dragon.

Creative genius or maybe just professional marketing, we decided to make the brand go from the snack industry to the gifts one.

Imagine turning crisps into a new item that will suit all your friends. That is a hard bet yeah? Especially considering that 80% of people receiving gifts in China are women. Not your friend Bryan, but WOMEN. And which woman won’t be super happy to receive shrimps’ crisps in a box? The perfect gift, right? Very few tried, none succeed.

None but us.

2. In China, don’t just sell snacks

In the west, we are very quick to condemn everything as gimmicky, cringy, and so on.  In China, a candy brand-inspired lipstick would not be seen as such, nor would a special snack packaging. On the contrary, special design and packaging add a unique value to your products that consumers appreciate.

Lyfen 2019 Mid-Autumn festival Tmall Campaign: a Snack brand  Online Success Story

At GMA we love challenges. Anytime someone is facing a difficult situation, we celebrate it. Something like “Chef, we don’t know how to do that… Champagne!”

When you reach a certain level, you understand that any challenge you face is a new opportunity to grow. And we’ll show you exactly how. Finding a way to sell you shrimps crisps as the new hype gift is a real challenge.

But do you remember while being a kid, when you were staring at this wonderful biscuit jar? Your favorite one. And when you were living a real adventure just to put a hand on it? This glorifying moment when reaching it. Until the moment when you realize that your parents already finished all of it and turned it into a sewing box….

A kid’s ultimate deception but parents’ best investment. Yeah! It was delicious and they can use it to do something else with it. It’s awesome.

Following this, adding brainstorming sessions, some design, and imagination, we transformed a company offering snacks into a company offering “premium” gourmet snacks within a beautiful jewelry box. The art of double use.

This, plus a strong digital campaign, and work on the brand image, and BOOM!

You’d be surprised by all we can get with some talents.

When selling snack in China, follow your intuition and trust yourself

The case of a crisp packet transformed into a jewelry box can make you smile. Maybe it sounds not realistic?

Well, we’ll notice here that all good preparation leads to good results.

When a golf player is ready to hit the ball, the difference between winning and losing is a matter of millimeters. Touching the ball 2mm at the wrong place can lead to terrible repercussions a hundred meters away. Training, preparation, repetition, and control are as many keys as you’ll need to make the difference between an All-In or putting the ball in the nearby lac.

Lyfen trusted us and still thanks us today.

China’s Snack Leader Lyfen 2019 Mid-Autumn festival Campaign was a success

Let’s talk about the campaign’s result now.

• Mastering branding and digital marketing in China, it’s 10 million RMB turnover in 1 week after launching the product.
• Mastering cultural codes and the Chinese environment, it’s 20 million RMB turnover in 1 month.
• We attracted over 200,000 new clients.
• Over 3000 limited edition products sold out in a day.
• Sales increase close to +1000%.
• Close to 4 million views on Weibo.
• Over 4 million views for our video campaign.
• An ROI (return on investment) of +500%…

And even more than a successful mediatic campaign, we got a satisfied client. Your success matters, don’t neglect it.

Selling Snack in China: Go further

After the 2019 Autumn Festival’s success, Lyfen and GMA decided to keep working together. We are still working on Lyfen gift box packaging but we also developed a more complete & Omni-Chanel marketing strategy.

Here is some of our 2020 work for Lyfen:

Sell Snack in China with Kols and Short Videos (Douyin)

Use Video Format to direct traffic to your Snack Online Store

Our Agency can help you sell snacks in China too

Would you like to have the same success as Lyfen? Discuss with us your project!

WHO’S GMA?

1. GMA is the most visible marketing agency in China.
2. Successful projects: we are professionals in promoting your company in China while using the last digital tools.
3. Chinese are always connected, we know all the tools and platforms used by Chinese people. To reach your consumers, adapt your strategy.

Chinese parents are willing to pay premium prices for safe, high-quality products, making the baby bottles market one of the most promising niches in the baby care sector. Yet, competition is fierce, and counterfeits remain a real threat to brand trust.

At our agency, we’ve helped international baby care brands navigate China’s fast-changing eCommerce landscape for over a decade. From brand protection to social media marketing, we know what it takes to earn the confidence of Chinese parents.

In this guide, we’ll share the key insights, challenges, and winning strategies to help your baby bottle brand stand out and succeed in China’s rapidly growing market.

Why are Chinese parents spending so much money on infant products?

A new age parent is on the rise, with a strong focus on improving their quality of life and a growing trend toward health awareness. 

One of the most important things for Chinese parents is to ensure that their children have a successful future. This means giving them every opportunity to excel in life, and part of this is investing in high-quality products and services from an early age. This includes everything from education to nutrition, and it’s no different when it comes to baby products.

Chinese Consumers (and parents) focus on 3 main points:

• Career
• Health 
• Leisure

And with both the current lifestyle shift and concern for quality issues, Chinese consumers & future parents are ready to pay premium prices for convenience and safety.

The new 3-child policy to solve China’s aging problem + the growth of the online eCommerce market + 300 million active mobile internet users with under 12yo children mean an increasing demand for baby care products in other words a gold mine for companies. 

Where do Chinese Parents purchase baby goods:

With baby products being one of the most popular purchases made on Social media and increasing mobile penetration in China, it’s no surprise that there will be an increased focus on social e-commerce. Here is a list of Chinese parents’ favorite social eCommerce apps.

• VIP Shop
• Taobao
• JD
• Xianyu
• Pinduoduo

What is Social eCommerce?

In China, social e-commerce means using social media platforms to buy and sell products and services. For example, a business might use WeChat to sell its products directly to customers, or a customer might use WeChat to buy products from a store.

Social e-commerce is becoming increasingly popular in China because it’s convenient and efficient. It allows businesses to reach a large number of potential customers, and it allows customers to easily find the products they’re looking for. Additionally, social media platforms are very interactive, so customers can ask questions and get help with their purchases. In 2020, QuestMobile showed a +13% YoY growth rate of time spent by Chinese parents on the internet.

When it comes to baby goods, Chinese parents are some of the biggest consumers of social e-commerce, reading online reviews and following many KOL/KOCs/Communities. 

Baby Bottles Market Overview

The global Baby Bottles market size is expected to grow from USD 1557.7 million in 2020 to USD 2492.4 million by 2027; it is expected to grow at a CAGR of 6.8% during 2021-2027.

A market on the rise, driven by an increasing number of working women and the rising acceptance of busy lifestyles and infant formula.

Milk bottle sub-category:

• Based on Tmall data, the 3-year compound growth rate is 14.6% (2017-2020) for milk bottles. 
• The total category sales is 1.886 billion RMB in 2020. 
• The category trend grows steadily, and it is a cash cow market.
• With an estimated compound growth rate of 10%, the total category sales will be 2.075 billion RMB in 2021 and will increase to about 2.7 billion RMB in the next three years.

Baby Bottles Products types:

• Glass bottles
• Plastic bottles: expected to reach $1.7B USD by 2026 with a CAGR of 4.3%
• Silicon bottles: expected CAGR of 4.5% up to 2026
• Metallic / Titanium bottles (new niche)

Market Leader in China

• Pigeon: In 2020, the Japanese baby product maker Pigeon launched a direct-to-consumer scheme in China to gain back an important segment it lost because of coronavirus travel restrictions. The brand benefits from the trust of Chinese consumers thanks to its intensive branding efforts and the market represent 60% of its operating profit. With the decreasing Offline sales, Pigeon hopes to achieve 60% of its china sales through online channels by 2022.

Other main market Competitors:

• Comotomo
• Avent 
• NUK 
• Philips
• Tommee Tippee
• Goodbaby

Domestic brands are also expanding fast in the market, while improving the quality of their products, being very competitive in terms of pricing, and developing their brand’s reputation. Three main strategies have led a number of local brands to have successfully established themselves in the market.

HEGEN: Popular Chinese Baby care and bottles brand:

• HEGEN entered the Chinese market in 2016 and opened a flagship store on Tmall.
• After more than 4 years of development, the sales of Hegen have exceeded 200 million RMB in Tmall in 2020.
• Hegen caters to the pursuit of innovative functions and fashion design by young Chinese parents. The brand image is positioned as the ‘Hermes in the milk bottle category’.
• HEGEN Tmall store

In matured and highly competitive market such as the Chinese one, product innovation will also be a key element of brand competitiveness. Can be put in relation to the rising trends of product personalization being a hit among millennials and the young generation. 

Selling Baby Bottles and Babycares goods in China: Challenges

Not only you’ll have to deal with the competition, but also the extreme wariness of Chinese parents that is fueled by a well-alive counterfeits market.

Offline Counterfeit of baby care goods:

The Chinese government has a number of laws in place to protect parents from the sale of counterfeit baby goods. These laws include penalties for manufacturers and sellers of fake baby products, as well as requirements that all baby products be registered with the government.

In addition, the Chinese government operates a hotline parents can call to report any counterfeit baby products they may have encountered. This hotline allows the government to track down and shut down factories that produce these fake products. Not only do these regulations protect consumers, but they also are very welcome for legit brands that seek to protect themselves from these counterfeits.

Here are 3 cases of judgment for babycare counterfeit

• The Pinghu Administration for Market Regulation (AMR) of Zhejiang province inspected and confiscated 16 Hegen baby bottles from a store in response to an official complaint. The administrative enforcement authority imposed fines worth RMB$25,000 as the seller could not provide supplier qualification certificates or any proof regarding the legitimacy of its products
• In March 2020, police in Guangzhou tracked down and arrested two men who were falsifying production dates on milk powder product codes. The duo operated an underground factory where they worked with other employees to produce false information about the products’ origins as well as authenticity seals from four popular brands of baby formula that are widely available across China
• In October 2019, the Shanghai Police Department collaborated with police officers from Guangdong and Henan provinces to raid 18 production and distribution premises that were involved in an illegal supply chain for baby care products.
• The Joint Forces seized over 150,000 baby bottles and 200 million feeding bottle nipples with a retail value of 50 million RMB. 32 suspects were arrested for counterfeiting registered trademarks as well as selling illegal products

Babycare Counterfeits Goods Online: 

In the first half of 2021, 12 million complainants submitted 51 thousand complaints about goods in relation to baby care. The fine was a hefty RMB$216,600. Locals AMRs also gave over 2 million RMB worth of compensation for consumers’ losses!

Here are some examples of cases:

• The Hangzhou Intermediate People’s Court rejected the claims by an individual Mr.Hu in 2019 when he refused to accept his punishment decision made through Jiaxin AMR for selling illegal milk powder online on Taobao, leading him to be fined RMB427k! It was the first case of first internet administrative litigation for a seller refusing to pay his fine.
• In yet another instance, a Chinese man was recently arrested for selling infringing products through his online store. The Shanghai Jiading Court sentenced him to one year and three months imprisonment as well as fines worth 80 thousand RMB ($1300 USD) on charges that he sold counterfeit baby bottles alongside feeding bottle nipples carrying the Japanese brand “Pigeon/贝亲”
• Source

Whether it’s online or offline, Chinese parents are aware of counterfeits and due to their strong health, Chinese parents are now even more stringent about checking the authenticity of their products, primarily because they’re aware that there’s a thriving counterfeit industry. They spend double time making sure they are paying for the right product and not some shady/dangerous counterfeit or low-quality brands. It’s causing a distrust for new brands and new players in the baby bottles (babycare) market will have to invest heavily in building a strong reputation for their name.

Solutions to Counter Counterfeiting for Baby Bottles Producers?

Companies can not stop counterfeiting but there are ways they can limit its impact of it on their sales and reputation. Here are a few solutions that baby bottle producers can use to help combat counterfeiting:

• Protect their brands legally with trademarks and proper registration in China.
• Use unique and difficult-to-replicate designs for their baby bottles. This will make it more difficult for counterfeiters to produce fake bottles that look convincingly similar to the real thing.
• Use anti-counterfeiting features on their bottles, such as holograms or watermarks. This will help ensure that consumers can tell the difference between genuine and fake bottles.
• Have a tracking system in place that records the production details of each bottle, including time, date, and location. This will help identify any fraudulent bottles that may enter the supply chain.
• Strong branding and strong presence online and through official accounts on Chinese social media to secure their narrative.

Promoting Baby Bottles Brands in China (Control the Narrative)

Important to build a strong brand image & reputation, and put forward their official store or official resellers.  Brand control will also be capitalized, to monitor online product information and make sure no fake reseller appears on some platform delivering wrong products. 

If willing to operate domestically,  foreign brands entering China with innovative baby care equipment, and patent applications for both core and auxiliary technology should be filed at the China Intellectual Property Office (IPO).

Baidu SEM

baby care brands in China need Baidu SEO because that’s the primary search engine used in China. While Google is popular worldwide, Baidu is the dominant search engine in China, so companies that want to reach Chinese consumers need to make sure they’re ranking well on Baidu.

By optimizing their websites for Baidu search engines, baby care brands in China can make sure that their content appears at the top of Chinese search results pages. This not only helps to attract more visitors to their websites but also helps to build brand awareness and trust among Chinese parents.

Chinese Social Media:

Chinese social media platforms offer brands a unique opportunity to connect with potential customers in a way that is more personal and interactive than traditional advertising. Platforms like WeChat and Weibo allow brands to build relationships with customers by providing engaging content, such as videos, images, and articles.

Furthermore, by using the official accounts features of Chinese social media, brands ensure that they set themselves apart from copy-cat and have full control over their storytelling – the concept is rather similar to buying all the domain names similar to your brand to make sure no one will use your brand notoriety, make money on your effort or discredit your brand by using shady business methods.

Here are some top Chinese Social media that baby bottle brands should consider:

• Wechat: A wechat official account is a great way to build a relationship with your customers and keep them updated on your latest products and promotions. It’s also a great way to collect feedback from your customers and learn what they like and don’t like about your products. With a wechat official account, a brand can provide valuable customer service, share parenting tips, and give users a chance to interact with the brand in a more personal way.
• Weibo: Weibo offers brands a high degree of engagement with users, as users can respond to posts directly and add comments. Additionally, Weibo’s search function makes it easy for users to discover new brands and products. Overall, Weibo is an excellent platform for attracting Chinese parents who are looking for information on babycare products and trends.
• Xiaohongshu: Babycare brands in China should use Xiaohongshu marketing. Xiaohongshu is a social media platform popular with millennials, and it’s the perfect platform to reach parents-to-be with information about baby care products. The platform emphasizes product authenticity and word-of-mouth marketing. This makes it the perfect platform for babycare brands to connect with potential customers. Because of the trust that Xiaohongshu users have in the platform, they’re more likely to recommend products they’ve tried to their friends and family members. This makes it the perfect platform for reaching new customers through referrals.

Undercover Marketing & Peer Reviews through Forums & Kols

Many Chinese parents feel that babycare brands are more interested in making a profit than in providing high-quality products, and they’re often unwilling to trust brands even when there is proof of their safety and efficacy. So many baby care brands have to resort to undercover marketing tactics in order to get their products into the hands of Chinese parents through peer-to-peer reviews. Chanel like Baidu Zhidao and Zhihu is perfect for this. For more “official” peer reviews, collaborate with Kols and Koc.

• Zhihu Marketing in short: Share valuable insights and thoughts on your industry or niche, and position yourself as an expert in your field. This will help you attract new followers and potential customers. Use Zhihu to build relationships with potential customers: Take the time to connect with people who have interests or needs that align with your business, and provide them with valuable information and resources. By providing value upfront, you’ll make it more

• Baidu Zhidao: Make sure your brand is well represented on Baidu Zhidao by engaging in relevant discussions and providing valuable insights and solutions to other users’ questions. This will help increase the visibility of your brand and encourage others to trust your expertise. Additionally, you can use targeted advertising on Baidu Zhidao to reach more consumers interested in baby care products and services.
• Kols Marketing: Studies have shown younger parents are some of the most responsive to Kol and Koc marketing. KOLs are highly trusted by Chinese parents, who often turn to them for product recommendations. They can help build brand awareness and trust among consumers, and can also promote products through their social media channels. By collaborating with KOLs, brands can connect with China’s massive online population and drive sales growth in this important market. Work with Kols specialized in the field or that are susceptible to having an audience of young parents.

Chinese Online Channels to Sell Baby care and bottles in China

It’s important for babycare brands to sell on Chinese eCommerce platforms because the majority of parents in China are increasingly using online channels to make their purchasing decisions. Furthermore, just like strong online marketing, having an online flagship store, helps you protect the integrity of your brand.

Baby & Maternity specialized marketplace:

• Mia.com
• Muyingzhijia
• Beibei

Most popular marketplace to buy baby care products in China:

• VIP Shop
• Taobao
• JD
• Xianyu
• Pinduoduo

With the topic of eCommerce being extremely vast, we invite you to have a look at our eCommerce guide for China. We list and describe the most popular Chinese eCommerce apps, their cost, their pros and cons, and registration requirements.

Start Selling your Infant Feeding Bottles in China, contact-us

Drop us a request and ask for a free consultation as well as our baby and infant care case studies in China.

China’s new generation of parents values safety, quality, and international standards. For brands that understand this mindset, the potential is enormous.

At GMA we’ve helped dozens of global baby care brands stand out in China’s through market research, tailored marketing and local expertise.

This guide will give you a clear picture of China’s baby care trends, the platforms that matter, and proven strategies to grow your brand in 2026.

Mother & Baby products Market growth in China

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

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

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

What are the reasons for the market growth?

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

China Baby Product Market trends

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

Online distribution channels’ growth

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

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

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

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

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

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

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

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

Ecommerce live-streaming’s boom

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

Through live streaming users can:

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

Through live streaming exposure, brands can:

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

Higher Quality and Premium Products

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

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

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

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

What are the main categories of products?

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

A high degree of market saturation

• Baby food
• Baby toiletries & skin care products

Low degree of market saturation

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

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

International vs domestic brands in the baby products market

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

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

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

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

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

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

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

International brands:

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

Chinese brands:

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

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

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

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

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

Multiple regulators in Mother & Baby product industry:

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

The testing requirements for market entry:

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

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

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

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

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

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

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

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

Attending Chinese Mother and Baby Fairs

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

• Playtime

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

• Children Baby Maternity Expo “CBME”

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

• China Toy Expo Shanghai

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

• Hong Kong Baby Products Fair

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

Chambers of Commerce

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

Online retailers and marketplaces

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

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

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

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

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

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

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

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

Sell baby care products on Chinese Online Marketplaces

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

Use Tmall to sell mother and baby care products

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

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

Requirements for Overseas brands to operate an online TMALL store:

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

Entry processes:

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

Tmall store types:

• Flagship store
• Authorized store
• Specialty store

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

JD.com e-commerce platform

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

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

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

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

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

Requirements for international brands to operate an online JD store:

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

JD store types:

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

Vip.com

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

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

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

Online retailers specializing in imported Mother & Baby products

Mia.com

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

Statistics from Mia.com platforms

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

• comfortable underwear
• snacks
• intelligent home appliances

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

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

Muyingzhijia

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

Beibei

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

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

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

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

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

Xiaohongshu features:

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

Why is Little red book useful for brands?

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

Babytree.com

Babytree is the country’s largest online parenting site.

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

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

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

Cross-border eCommerce platforms

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

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

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

• Tmall Global
• JD Worldwide
• Kaola
• VIP international

How to market your products on the china baby market?

Omni-channel approach

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

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

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

Growing Awareness & ORM

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

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

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

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

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

Get visibility on Baidu

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

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

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

To get visibility on Baidu you should follow some steps:

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

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

To be present on Social Media channels

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

WeChat (monthly active users, 1.165 billion)

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

Today it allows users to:

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

It allows companies a complete CRM through:

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

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

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

Weibo (520 million monthly active users)

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

Users can:

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

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

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

Xiaohongshu (85 million monthly active users)

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

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

Opportunities for brands:

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

Mother & Baby KOLs

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

As more Chinese consumers invest in wellness and preventive health, the demand for vitamins, probiotics, and dietary supplements is skyrocketing. For international brands, this means huge potential but also fierce competition and complex distribution challenges.

At GMA, we’ve helped dozens of global health and wellness brands enter the Chinese market and sell health supplements in China. From building visibility on WeChat and Baidu to connecting with trusted local distributors, we know what works when launching in China.

In this article, we’ll show you how to find and partner with the right health supplements distributors in China. You’ll learn what makes them tick, how to approach them effectively, and how our proven strategies can help your brand gain traction and grow.

Overview of China’s health supplement market

The health supplement market has been on the rise for years now, and it’s largely thanks to our young generations that are more conscious about their wellness than any other before them. In 2022 there will be an estimated 298 billion RMB worth of dietary supplements sold – with market size growth expected at 8% between 2022 and 2027. These statistics don’t seem likely change anytime soon and the market size will only grow.

Chinese health supplement market is the biggest in the world, presenting amazing opportunities for foreign brands. Chinese customers are looking for ways to strengthen their immune system, loose weight with dietary supplements or improve their sleep and lower the stress level.

Foreign health supplements companies offering personalised services to Chinese consumers have a high chance of succeeding, as the market is not developed yet. Although traditional Chinese medicine is still popular in China, Chinese people, especially Chinese women, are looking for health products from foreign brand, as they trust their quality more.

But to be able to distribute your health supplements to Chinese consumers online and offline, you will need to find good distributors, that will help with offline direct sales and online sales on different sales channels in China.

Key distributors of health supplements and probiotics in China

• GNC: This major retail chain has locations all across the country, making it a great choice for those looking to market their products in China. GNC also offers online shopping options.
• Yisheng Pharmaceuticals Co., Ltd.: This Chinese company has over 40 years of experience. They are producing quality health supplements and vitamins. They have a wide range of distribution channels in China, making them a great option for marketing your products.
• Shanghai Weisheng Pharmaceutical Co., Ltd.: This is another leading Chinese manufacturer. Also a distributor of health supplements and vitamins. They have a comprehensive network throughout China and also offer online shopping options.

How to connect with distributors of dietary supplements in China?

Good distributors in China are not easy to find and it’s better to rely on agency like ours to make sure you’re making a right choice. Distributors in China will never get interested in an unknown company, this is why the most important step before contacting distributors is to build online presence in China. In this blog post you can find all the information about how to promote health supplements on the Chinese market.

Here are some tips to help you get started if you want to do business in China and connect with dependable distributors.

You cannot reach distributors through e-mail

In China, most businesses communicate through WeChat instead of email. If you want to do business with Chinese manufacturers, it’s essential to have a presence on this platform.

Your business language is Chinese

English is not the predominant language in China- business activities are mostly carried out using Mandarin. If you’re hoping to communicate effectively with a Chinese health supplements distributor, send your questions written in Mandarin.

Your brand’s potential is not a positive trait

Keep in mind that Chinese distributors are mostly only interested in selling products that already have popularity in the health supplement market in China. If your health supplement brand isn’t a household name there, you’re unlikely to make any significant progress with them. The main priority for most of these distributors is making sales and a profit. They don’t want to bother taking chances on unknown brands with potential.

Note that distributors are more interested in selling health supplement brands that are already popular in China. If your brand is not famous, you will need to take extra steps to prove its quality and value. To make it easier for them to assess your brand, we suggest that you send detailed descriptions of the product in Mandarin. Including a catalog, photos, and other promotional materials.

It’s advisable to build a Chinese website hosted in China and also a WeChat H5 Brochure, which is an interactive brochure in WeChat app, presenting your brand and products, that can be easily shared in WeChat private messages, groups, feed or outside of WeChat, using QR code.

They will not help you market your brand products

China distributors will not market your dietary supplements for you: they are only in charge of selling them. To promote your product in China, you should think about developing a digital marketing strategy and creating an online presence.

You can use different tactics such as Baidu search engine optimization, content marketing, social media campaigns, and influencer collaborations. This will help build awareness for your brand so that distributors are more likely to pick it up.

Build your e-reputation by partnering with a powerful marketing agency

Digital marketing techniques are the key to success in China. By using these techniques, you will be able to discover the ideal partners for your business and build a strong word-of-mouth reputation.

Establish your presence on WeChat, Weibo, and other popular social media platforms. Utilize key influencers to help promote your business and reach the right audience. You can also create online advertising campaigns to drive people to your website or landing page.

Understand the market

Finally, use data-driven insights to understand what Chinese consumers want and tailor your content and message accordingly. With the right digital marketing strategy, you can quickly tap into the lucrative market in China. And gain a big advantage over your competitors.

We can help you promote your health supplements and find distributors in China!

Partnering with a reliable digital marketing agency can help you unlock the potential of this vibrant market segment and maximize your return on investment.

Although China boasts the world’s biggest market, it is difficult for foreign companies to infiltrate. That is why the most dependable method of connecting with Chinese distributors is by working with a China-based agency.

Gentleman Marketing Agency provides a wide range of services to help businesses enter the Chinese market. We have extensive knowledge of Chinese culture and know exactly how to do business in China.

Our team of experts who are fluent in both Chinese and English can help you every step of the way. From finding the right product distributors in China to helping you navigate Chinese marketing strategies.

Here are some of our services:

Entering the Chinese market can feel daunting. But luckily we have a team of experts and an extensive network of healthcare product distributors in China. They are ready to help you make your dream a reality.

We’ve already worked with many health supplement brands:

Contact us today for more information on how we can assist you in entering the Chinese market and achieving success.

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.

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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.

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For international pet food brands, this shift signals a major opportunity. Chinese pet owners are spending more, demanding higher quality, and treating their pets like family. Understanding these trends is key to entering and succeeding in this competitive space.

At Gentlemen Marketing Agency, we’ve helped global pet food and f&b brands localize their message, build trust, and grow in China’s unique digital ecosystem. Our on-the-ground experience gives us an insider’s view of what truly drives Chinese consumers.

In this article, we’ll break down the forces shaping China’s premium pet food market, and what you need to know to export food products to China highlight winning brand strategies, and share actionable insights to help your business thrive in this rapidly expanding sector.

Contributing Factors To The Growth Of Premium Pet Food In China

Pet ownership is on the rise in China, and along with it comes an increase in humanization of pets, higher disposable income, and growing awareness of pet health, all contributing to the growth of the premium pet food market.

Increase In Pet Ownership And Humanization

One major driver is the significant increase in pet ownership and humanization among young people, women, and high-income groups.

In China, there is a growing trend of pet humanization where owners are treating their pets with more care and attention, investing both financially and emotionally in their well-being.

This has led to a greater demand for premium pet food options as owners seek to provide the best possible quality of life for their furry companions.

For instance, studies have shown that Chinese millennials prefer palatable treats made with natural ingredients or customized recipes based on individual needs for their fur babies.

Another example: pet food sales accounted for ¥111.2 billion ($17.5 billion USD), or 55% of the market share, making China the second largest market, behind only the U.S., despite only 23% of Chinese households having pets, compared to 60% of Americans.

Furthermore, with new pet owners who are young, well-educated, and wealthier, the pet industry is set to see explosive growth over the next decade.

Higher Disposable Income

The growth of premium pet food in China can be attributed to the rise in disposable income among urban households.

Many Chinese consumers are now willing to spend more on high-quality and nutritious pet food that caters specifically to their furry companion’s needs, including specialized diets tailored for puppies or kittens and ingredients sourced from reliable suppliers. This trend is particularly noticeable in the pet product industry.

This trend toward higher spending reflects not only an increased sense of responsibility but also growing awareness about proper pet nutrition among Chinese urban households.

Growing Awareness Of Pet Health

The rise in demand for premium pet food in China can be attributed to the growing awareness of pet health. People in China now consider their pets as part of their family, and scientific research on diet and pet health has contributed to this mindset shift.

Various studies have highlighted the importance of quality nutrition for pets, revealing links between inferior ingredients and severe health issues such as obesity and kidney problems.

In response, more pet owners choose premium pet food brands that prioritize high-quality ingredients backed by veterinary recommendations.

Benefits Of Premium Pet Food For Pets And Owners In China

Premium pet food provides many benefits for pets and their owners in China, including improved health and energy levels, better nutrition leading to fewer health issues, and quality ingredients that support overall wellness.

Improved Health And Energy Levels

Premium pet food can improve the health and energy levels of pets, which is becoming more important to pet owners in China. Scientific research has shown that a balanced, high-quality diet can reduce the risk of diseases and increase energy levels for pets.

Successful premium pet food brands in China focus on promoting the specific nutrients in their products that promote healthy digestion, skin, coat, eyesight, or joint function, appealing to conscious consumers seeking scientifically proven benefits.

Better Nutrition And Fewer Health Issues

The premium pet food sector offers numerous benefits for both pets and their owners in China, including better nutrition and fewer health issues.

With premium pet foods, pets get access to high-quality ingredients that meet their nutritional needs.

Moreover, premium pet food manufacturers pay attention to digestive health and use natural ingredients that reduce the chances of allergies or sensitivities in pets.

For instance, Mars Petcare provides comprehensive veterinary care, nutrition, and wearable health monitoring for pets through its holistic approach toward pet wellness.

Quality Ingredients

Rising pet ownership in China is leading to greater demand for high-quality imported pet food. Pet owners are seeking out premium pet foods containing nutritious and protein-rich ingredients.

Some brands are importing ingredients from other countries known for producing high-quality products in response to consumer demand for better-quality pet food.

For example, Australian-made Ziwi Peak uses free-range meats sourced from ethical farms and fisheries in New Zealand while Canadian brand Petcurean boasts about using only fresh regional ingredients in its recipes.

Successful Premium Pet Food Brands In China

Premium pet food brands in China, like Royal Canin and Hill’s Science Diet, have successfully tailored their products to meet the unique requirements of Chinese pets by utilizing local market insights and social media campaigns.

Case Studies Of Successful Brands

Here are some case studies of successful premium pet food brands in China:

• Royal Canin: This brand has been successful in building a strong brand image by focusing on pet health and nutrition. They have partnered with veterinarians and pet stores to provide guidance to pet owners. Additionally, they offer breed-specific diets for cats and dogs and promote their products through social media.
• Ziwi: A New Zealand-based company that produces air-dried pet food made from locally sourced ingredients. The company has been able to appeal to Chinese consumers who value quality ingredients and natural products. Their marketing strategy includes collaborations with influencers and hosting educational events.
• Orijen: A Canadian brand that offers biologically appropriate foods for pets made from fresh regional ingredients. They have created customized marketing initiatives that resonate with Chinese consumers, such as promoting their product’s quality using the slogan “90% meat content”.
• Challenges for foreign brands entering the market: Foreign pet food companies need to adapt their marketing strategies to align with Chinese preferences, which can be challenging due to cultural differences. Additionally, regulatory and distribution challenges may hinder entry into the market.

The booming premium pet food market in China presents a plethora of opportunities for investors and global pet-food majors looking to expand into Asia.

According to data from the China Feed Industry Association, in 2021 China’s pet food production reached 1.13 million tons. Additionally, the largest pet food-producing regions in China were the northern provinces of Hebei and Shandong, which reached a production output of 429,847 tons and 268,064 tons, respectively, according to data from the China Feed Industry Association.

Marketing Strategies Used

Here are some effective marketing strategies they use:

• Collaborating with popular local influencers and celebrities to endorse their products on social media platforms like WeChat and Weibo to reach a wider audience.
• Creating visually appealing packaging designs that stand out on store shelves and appeal to Chinese consumers’ love for luxury goods.
• Participating in pet-related events, such as pet adoption days and trade shows, to showcase their products and increase brand exposure.
• Offering promotions and discounts during festivals like Chinese New Year and Singles Day to attract shoppers looking for deals.
• Translating all marketing materials into Mandarin Chinese to ensure the message is clear and accessible.
• Emphasizing the quality of ingredients used in their products, as Chinese consumers place high importance on food safety and quality assurance.
• Utilizing e-commerce platforms like Taobao, Tmall, JD.com, or Amazon China to sell their products online.

By implementing these strategies effectively, premium pet food brands can market themselves competitively in China’s booming pet food industry.

Challenges For Foreign Brands Entering The Market

Here are some key challenges for foreign pet food brands:

• Competition from domestic pet food producers: Domestic pet food producers in China have been rapidly expanding their offerings and gaining popularity among Chinese consumers. This can make it difficult for foreign brands to break into the market.
• Language and cultural barriers: Understanding local cultures and language is crucial for any successful marketing strategy in China. Foreign brands may need to adapt their messaging, branding, and packaging to better resonate with Chinese consumers.
• Regulations and certifications: There are strict regulations on imported pet food products in China. Foreign brands must comply with various certifications and testing requirements before entering the market. Failure to comply can result in delayed market entry or rejection of products.
• Distribution channels: Finding the right distribution channels can be a challenge for foreign brands, as many established retailers may already have partnerships with domestic brands.

We are your local partner in China!

The Chinese premium pet food market is experiencing growth due to increased awareness of pet health and humanization, resulting in a greater demand for quality ingredients and better nutrition.

Additionally, rising disposable income among Chinese pet owners has allowed for increased investment in their pets’ well-being.

Successful brands in this market have implemented marketing strategies tailored to Chinese consumers, while foreign brands face challenges entering the competitive market.

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

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

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