But as with anything, the right KOL relationship takes thought, planning and good management on either side. Let’s look at some top tips for working with Chinese KOLs to benefit your Western brand.

Why KOLs Matter in China

Chinese culture is collectivist, compared to the individualistic West. This ‘what’s good for us all, is good for me’ approach means that Chinese customers greatly value recommendations from friends, family, colleagues and people they trust.

This trust extends to chosen Key Opinion Leaders, or KOLs, who are digital influencers with a strong Chinese digital marketing presence. KOLs nurture online communities of like-minded people with a shared interest or passion in any topic, from family and health to cars and DIY.

KOLs may be present on several Chinese social media platforms, or focus on one specific niche platform (bearing in mind that any kind of ‘niche’ in China can still represent millions of people!)

Because of their status as highly-regarded, trusted experts, Chinese customers also value the product and brand recommendations that their chosen KOLs share.

This makes KOLs hugely powerful partners for Western brands, particularly for sponsorship, advertising and collaboration opportunities.

How to Get the Most from KOL Relationships

Here are some tips to maximise KOL relationships as part of your broader Chinese digital marketing strategy.
Understand the KOL landscape

The KOL industry is massive in China, and it’s important to understand its characteristics, mechanisms and key players, especially within your target market and geography.

This will help you build up a picture of possible KOL partners and understand the ways in which a beneficial relationship could be developed.

Find the Right KOL: ‘Fit’, Not Trend

Every brand will have the ‘right’ KOL, but this won’t necessarily be the trendiest or most visible influencer in the market. Ideally, a good KOL for your brand will have a similar audience demographic and interests.

It can take time to build a possible KOL relationship. This period should include discussion and shared idea creation to see whether there is a true overlap of goals, and potential.

Take this period slowly so that you can be sure that the partnership will unlock value for both parties. It’s not a case of ‘picking’ an influencer and making a financial offer – it’s a relationship that needs consideration for both sides to ensure that natural, organic alignment and shared goals.

Remember, KOLs are hugely successful entrepreneurs and brands in their own right. They will only pick partners that make sense for their audience and business goals.

Take Your Time

Approach this systematically and with long-term gains in mind, rather than seeking the quick fix of a one-off promotional post!

The right KOL relationship can make your brand even stronger, but the ‘wrong’ partnership can potentially damage brands on both sides.

Look for True Influence

Western brands should look for genuine influence rather than getting hung up on follower numbers.

Often, niche KOLs have small but extremely loyal followings and can gain a higher conversion result with the right campaign. Think ‘quality, rather than quantity’.

A good way to measure impact and influence is to look at the KOLs engagement with his or her followers.

Look at the type of followers, too. Typically, they should be within a broadly similar age band or ‘life stage’ to the KOL, because the relationship is built on values that include shared, authentic experiences within a community of like-minded people.

Invest in The KOL Relationship

A good KOL relationship can unlock superb benefits when it is conducted with mutual respect and consideration. For Western brands, it helps to remember that KOLs are the absolute experts in Chinese social media and on their chosen platforms.

The more you can invest in the relationship and consider it a partnership, the more productive and beneficial it will be.

As an example, many brands initiate potential partnerships with KOLs by sending them personalised and thoughtful branded gifts that the influencer may well share naturally and organically with their followers.

Think ‘Collaboration’

Similarly, look at the partnership as a collaboration where you both work to come up with the best possible course of action and approach for your Chinese digital marketing campaign.

Your KOL will have some great ideas about the types of content that will work naturally and effectively with their followers. They will also know how best to caption posts, when to time their release and optimal delivery strategies.

It helps to listen to their insight and expertise here, on the topic they know best – their audience, and your potential customers! This is also important because audiences know instantly whether content is simply promotional or sponsored, or whether it truly offers them value.

Trust Over Content

Again, by working in true collaboration with your KOL, you will ensure the best results because trust is the key between the influencer and the audience. A KOL isn’t a ‘rent a channel’ opportunity for a brand; it’s a carefully considered, mutually-beneficial partnership.

KOLs will be very careful about the content they agree to post, because they work to share branded and promotional content in a very authentic, co-created way that feels welcome and natural to their followers.

In many ways, this approach is different and far ‘softer’ than in the West, where social media influencers are often seen as ‘touting products’ without a huge regard for their audience. In China, authenticity, trust, and value over time are key.
Consider the Broader Picture

As with any marketing channel, it’s important to have a broader picture of what you are trying to achieve with your KOL and Chinese social media, and place it within your broader Chinese digital marketing strategy.

Consider every marketing tactic within this broader picture, and place all social media campaigns within this holistic strategy, so that your marketing touchpoints link up and your campaigns make sense.

Get Expert Help!

It can be challenging to find the best Chinese KOL as part of your Chinese digital marketing strategy – so why not ask the experts to assist?

Market Me China works with Western brands across all industries to help them find the right partners for their marketing needs, and offers a full agency service for Chinese digital marketing needs.

With our friendly and native-speaking digital marketing professionals to help you, your brand can experience success in the exciting and lucrative Chinese market all the easier!

Why not get in touch with us to find out more and see how we can help you achieve your goals?

The post Six Top Tips for Working with Chinese KOLs appeared first on Market Me China®.

All platforms: search engine market share in China, Mar 2025

• Baidu: 52.04%
• bing: 29.78%
• Haosou 360: 8.84%
• YANDEX: 3.65%
• Other: 5.69%

Desktop: search engine market share in China, Feb 2025

• bing: 48.89%
• Baidu: 30.95%
• Haosou 360: 14.25%
• Goolge: 2.41%
• Other: 3.5%

Mobile: search engine market share in China, Mar 2025

• Baidu: 67.24%
• bing: 15.84%
• YANDEX: 5.19%
• Haosou 360: 5.05%
• Other: 6.68%

Download: Baidu search engine market share in China Mar 2025 | Market Me China®

Baidu PPC advertising

Baidu is the first choice of search engine marketing in China. Baidu PPC advertising is a result-driven marketing solution for your brand to enter China, helping you to enhance your brand exposure, drive instant traffic and generate conversions on the biggest search engine in China. To get started, please find out more here: How to create a Baidu PPC account?

If you are looking for an expert to run your PPC campaign on Baidu, Sogou, Haosou 360 and other search engines in China, we are happy to help. Why not contact us today for a free chat?

The post Baidu search engine market share in China Mar 2025 appeared first on Market Me China®.

After all, it’s vast, growing, and extremely lucrative; especially as Chinese customers are sophisticated, tech-led and motivated to buy quality Western brands.

But in a complex, fragmented and culturally challenging market like China, can your small Western brand compete and carve out a successful niche?

The short answer is… yes! Let’s look at what you need to know and do next.

Why Chinese Digital Marketing Matters to Small Brands

One of the many exciting things about the Chinese market is its accessibility. Get your Chinese digital marketing strategy right, and your small Western startup can find a profitable niche in China!

The trick lies in being extremely strategic in what you do, as random tactics will simply dissipate your budget without a return.

Invest in Research

It’s vital to deeply understand China’s cultural, social and technological landscape before you launch into marketing.

This means knowing what your Chinese target customer looks like and their demographics. User personas can help greatly, so invest in quality market research to maximise your chances of success.

Understand The Social and Cultural Landscape

Are you aware of Chinese censorship? Do you know if the colour white is considered lucky or unlucky in China? Do you know the various exciting Chinese shopping festivals and what they mean? How about livestreaming? Do you know how Chinese customers read and access websites?

If you don’t have these answers, stop and research carefully. It can be very tempting to rush your Chinese digital marketing activity, however, the more time you spend understanding Chinese customers and the marketing landscape, the better your marketing strategy will be.

Learn Chinese Digital Marketing Technology

The Chinese are true digital netizens and far ahead of Western customers in online expectations and sophistication. From gamification to immersive and personalised experiences, Chinese e-commerce and social media technology is a step up from Western equivalents.

Remember that the sites we use in the West for marketing, such as Instagram, Facebook, and Pinterest aren’t accessible in China. Neither is Google or YouTube!

But with hundreds of local social media sites in China, pick carefully.

Choose the right ‘fit’ platforms and channels, understand how brands use them successfully and then build your brand presence in a very targeted, careful and creative way.

Focus will pay off here, especially if you fully resource your account with ready customer engagement and service, and get creative with your social content!

Tips For Launching A Small Western Brand in China

Once you have carried out the research mentioned above, consider how you might best create your Chinese digital marketing strategy for success. Here are some key points and steps to take:

Pin Down Your Niche

Be clear on your target market and niche market position in China. Use this to clarify your value proposition, USPs and key messages, and tailor these to your audience.

For example, millennial and Gen Z customers are passionate about sustainable brands with strong ethics. Gen X Chinese customers love high-quality (and luxury) propositions.

Get the Basics Right

Don’t try to do everything all at once! To conserve your budget and make it go further, focus on the basics such as getting your mobile-optimised Chinese language website in place. Make sure your localisation efforts are spot on for the best results.

Alternatively, go one step further and create your Chinese site and content from scratch, so that it’s fully and naturally targeted to your Chinese audience,

Remember to add in features that Chinese customers value, such as reviews.

Pick Social Media Platforms Carefully

Start with the Chinese social media platforms that resonate with your target audience in China. This might be Weibo, WeChat, DouYin or Little Red Book.

It could also include more ‘niche’ sites designed for your particular market. (Remember that a ‘niche’ platform in China can still be huge!)

Start small, get creative and measure results. You can then keep refining your approach.

Find the Right KOL

A Key Opinion Leader, or KOL, can help your small brand’s Chinese digital marketing by accelerating a path to your potential Chinese customers.

Find a KOL that ‘fits’ your brand and broker a partnership or sponsorship arrangement that works for your objectives and budget. This channel can be hugely effective for Chinese digital marketing success!

Consider Baidu PPC

While you build your Chinese SEO efforts with consistent, quality content, look at Baidu PPC advertising campaigns to drive qualified leads to your landing pages. Carefully optimise landing pages with Chinese user journeys in mind and integrate Chinese payment platforms.

A bonus tip? Chinese customers expect to sign up with phone numbers rather than email and QR codes are far more widely used in this market.

Look at Partnerships

Commercial brand partnerships can work well in China, especially where there is a complementary element to your respective market offers. For example, a cosmetics brand might partner with a skincare or supplement brand.

Smaller brands can use strategic partnerships to amplify their messages and build brand awareness by pooling resources and marketing tactics. The key to success lies in finding the right partners with the right strategic fit for a campaign. With this in mind…

Pick a Great Chinese Digital Marketing Agency!

Because Chinese digital marketing is so complex and vast in scope, it helps to use an experienced Chinese digital marketing agency with a great track record of success.

Market Me China can help your small Western brand enjoy measurable success in the Chinese market, handling everything from Baidu campaigns (managed in Chinese) to KOL negotiations, website localisation, ePR and more.

Our team of native Chinese language specialists have years of Chinese digital marketing experience and work with our clients flexibly to support their needs, working as trusted and friendly extensions of their own businesses to deliver clear results.

Why not contact us for an informal chat about your needs and see how we can help your Western brand enjoy success in China?

The post Can Small Western Brands Compete in China? appeared first on Market Me China®.

However, for Chinese digital marketing, successful UX strategies look slightly different from those in the West. Let’s consider what you need to know!

Mobile-First UX

We often talk about the fact that Chinese customers are true digital natives, and they prefer to access the internet via their smartphones. This means your UX must always focus on smartphone optimisation first. Without this, the experience will never be as good for your target customers, and you risk losing them to competitors.

Translation Issues

A direct translation from English to Chinese will never be effective. Chinese language is highly contextual so it’s important to translate existing content sensitively and expertly so that it resonates with your Chinese audience.

For many brands, it makes sense to go a step further and create targeted Chinese content from the beginning. This ensures everything from the brand to the messaging is completely and accurately localised.

Design Considerations

Generally speaking, Chinese customers prefer busier design interfaces than Westerners. They like to be shown lots of information, appreciate plenty of social proof and integration, and aren’t put off by ‘dense’ high-context websites, packed with visuals.

It’s interesting to note though, that some Chinese target audiences are also now responding to more ‘Western’ digital designs; cleaner templates, less information and fewer images, for example.

The secret to success here is to research your target audience carefully and test concepts as part of your market research, before committing to a design.

In a rapidly changing world with increasing internationalisation, and a Chinese audience that loves trends and innovation, assumptions can quickly become outdated!

Chinese SEO

The Chinese SEO landscape is always changing and its algorithms don’t necessarily mirror Google’s searchbots!

As in Western markets, it’s important to design your website to a ‘customer first’ strategy and then seek to meet SEO needs with careful ongoing optimisation. Carefully research those requirements before you put time and resources into this activity.

And remember that Google is banned in China, along with other Western websites, so your focus and efforts will need to be targeted to Baidu’s algorithm.
Imagery

We’ve touched on language and Chinese UX and the same thought and care applies to images. It’s important to choose colours, images and symbols that resonate with Chinese customers, rather than missing the mark or being perceived as offensive.

Font Readability

Chinese is an ideographical writing system, which means that the entire meaning of a word can be adjusted with a stroke! So use a font size of at least 12, to make it fully legible. This will affect the way that you translate content and utilise space on each visible page, and it requires thought and expertise.

Social Proof

In the West, social media integration and social proof are growing topics. But in China, they are fully adopted and expected by customers.

It’s important to incorporate a full range of social integration features, such as social sharing buttons for relevant platforms (not all of them, but the ones that make sense for your brand), online chat, and customer reviews (vital for building trust.)

Hosting and Speed

Chinese customers expect to access their digital content quickly, smoothly and without any issues. So be sure to choose a Chinese hosting solution that keeps your website operating without glitches, downtime or slow loads.

Nothing will turn a Chinese customer off faster than a website that struggles to keep up with its own design and functionality! A smooth, slick and fast website also looks far more trustworthy and professional. In a country where piracy and fake websites are still a problem, this is vitally important.

KOL Marketing

In the West, influencers have a mixed reputation and aren’t always positively associated with brand success. However in China, the role of Key Opinion Leaders (KOLs) is far more important, and quality influencers are respected and valued for their opinions and recommendations.

As part of your UX, factor in KOLs who can effectively influence your target demographic and market.

Factor this into your Chinese digital marketing efforts and overall digital ecosystem, so that KOL campaigns translate into relevant traffic to your target landing pages.

QR Codes & Sign Up Protocols

This is another interesting UX difference! QR codes aren’t particularly popular in the West, but in China, they are commonly used to access digital information and payment platforms.

Another difference is that Western customers usually provide their email addresses for online registration and verification purposes, whereas Chinese customers are more familiar with providing their mobile numbers or social media log-ins (again, as part of China’s mobile-first Chinese digital marketing approach.)

Interestingly, Chinese customers are generally less concerned about privacy than Western customers, so this is a helpful factor when planning your Chinese digital hub.

Key insights like these can be surprisingly important, so it’s vital to have access to this kind of local expertise.

Gamification and Super Apps

These two points link, and demonstrate how Chinese customers expect slightly different things from Western customers.

Gamification in China

The Chinese love gamification and gaming is a huge part of Chinese culture. Online competitions, ‘spins’, or challenges can greatly enhance user engagement in China (whereas it can turn some Western customers off entirely.)

Chinese Super-Apps

Chinese customers are also very used to so-called ‘supper apps’ like WeChat, which offer a multitude of online functions, far beyond anything found in the West.

So it’s important to look at how you can integrate these things into your own digital ecosystem to support your brand and objectives and your audience’s needs.

Get Expert Help

Integrating these UX elements under a cohesive Chinese digital marketing strategy can be challenging!

But with expert help from a Chinese marketing agency, everything gets easier! Our skilled team of Chinese digital marketing professionals has the native language skills and expertise you need to succeed with your UX efforts, and your integrated marketing strategy as a whole.

Why not contact us for an informal chat about how we can help you?

The post Don’t make these UX errors with your Chinese digital marketing appeared first on Market Me China®.

All platforms: search engine market share in China, Feb 2025

• Baidu: 47.07%
• bing: 30.74%
• Haosou 360: 9.02%
• YANDEX: 3.18%
• Other: 5.53%

Desktop: search engine market share in China, Feb 2025

• bing: 49.71%
• Baidu: 29.44%
• Haosou 360: 15.3%
• Goolge: 2.16%
• Other: 2.68%

Mobile: search engine market share in China, Feb 2025

• Baidu: 65.9%
• bing: 18.2%
• Haosou 360: 5.07%
• YANDEX: 4.37%
• Other: 6.46%

Download: Baidu search engine market share in China Feb 2025 | Market Me China®

Baidu PPC advertising

Baidu is the first choice of search engine marketing in China. Baidu PPC advertising is a result-driven marketing solution for your brand to enter China, helping you to enhance your brand exposure, drive instant traffic and generate conversions on the biggest search engine in China. To get started, please find out more here: How to create a Baidu PPC account?

If you are looking for an expert to run your PPC campaign on Baidu, Sogou, Haosou 360 and other search engines in China, we are happy to help. Why not contact us today for a free chat?

The post Baidu search engine market share in China Feb 2025 appeared first on Market Me China®.

Product, place, price, promotion… the original marketing mix needs constant assessment. Yet, China brings added layers of complexity into the mix, due to the vast size, disparate nature, and technologically advanced nature of this huge and exciting market.

Why Audience Segmentation Matters in China

Because China is so vast and varied, Western marketers must work hard to segment their audiences accurately, and then target them carefully.

This means factoring in various demographic factors, including the generation of customers. Generational differences greatly affect the purchasing behaviours of Chinese customers, in the same way they do in the West.

For example, baby boomers love nostalgia, family values and quality, whereas Gen Z buyers focus on unique and personalised experiences, sustainability and brand values that align with personal beliefs.

That’s not to say that the generations don’t align on certain key areas; they do! For example, all Chinese customers want quality, reputable products from excellent brands, regardless of their age!

However, by understanding generational differences, Western marketers can become far smarter about how they think about their Chinese digital marketing campaigns to meet the specific needs of generational groups.

Generational Differences and Chinese Digital Marketing

Each generation and age group in China has its own values, priorities, spending habits and preferred marketing channels, particularly when it comes to digital engagement.

For marketers, this means carefully tailoring campaigns to reach each generation in the way that will resonate with them.

For example, older generations may prefer a focus on quality, heritage and value, rather than passing trends.

Gen Z may prefer unique experiences and online platforms, over traditional marketing approaches.

What to Know about Each Chinese Generation

Here are some of the main things to consider about the different generations and their needs, before planning your marketing strategy in China:

Chinese Baby Boomers (up to mid-1960s)

Baby Boomers value tradition and family, prefer established brands, and may require more straightforward messaging.

They love quality, established brands, craftsmanship ship and heritage. In terms of interests, they enjoy self-improvement in retirement, health and comfort, and are less interested in social media trends.

In terms of spending power, baby boomers have significant leverage, particularly when it comes to discretionary spending. They like to buy luxury items as a reward.

For baby boomers, Western marketers can consider targeting this market with a portfolio of products, and using more traditional Chinese digital marketing channels such as email, newsletters, websites and carefully chosen social media channels, with content delivered simply and without gimmicks.

Gen X (mid-1960s to early 1980s)

Gen X in China shares many characteristics with Gen X customers in the West. They are practical, love value and quality (often translating to luxury products), and they aren’t necessarily won over by digital tactics alone. For example, they also still enjoy physical stores.

For marketers, it’s worth tailoring a Chinese digital marketing strategy to include more ‘traditional’ methods such as PR and physical events, where appropriate. For high-involvement products (education and training, premium skincare, automobiles and jewellery for example), other forms of marketing, such as print, are also still be relevant.

Chinese Millennials (early 1980s to mid-1990s)

Chinese Millennials are very active online and respond highly to social media. They are focused on achieving a healthy work-life balance and love shopping online. Chinese millennials also value high-quality, luxury products and experiences and place a premium on brand recognition.

This generation greatly values influencer marketing, and personalised, unique experiences they can share online. They love apps and technology, and are interested in sustainability, ethics and the value propositions of brands.

Bear in mind that millennials may not be particularly loyal to brands, so work harder with engagement strategies such as loyalty schemes, private online communities, rewards and so forth.

Gen Z (Born after 1996)

Gen Z customers are true digital natives and they love personalised, exciting and authentic online experiences. They love interactive content, value sustainability and want brands that support their own values and beliefs.

As with older Chinese customers, younger Chinese customers trust recommendations from their own network. Gen Z also trust influencers, and KOL marketing can be extremely effective for this group. They also love fun experiences such as pop-up events, gamification, live streaming and anything that offers a sense of community.

What does this mean for Chinese Digital Marketing strategies

As Generation Alpha (more on these to come!) says – flex! Western marketers must tailor and adjust their Chinese digital marketing strategies to meet the needs of each generation of customers.

This needn’t be as daunting as it sounds, as there are crossovers in any omnichannel marketing strategy. For example, customers of all ages want slick, carefully optimised websites that work perfectly and look great. Similarly, all customers want to shop with brands who offer great customer service and quality products, at the right price. The original marketing mix still applies!

Beyond this however, these are important factors to consider for your multi-generational Chinese marketing strategies:

Research first and do it well

Good research is always time and money well spent, particularly for audience segmentation and targeting. For example, in China, other demographics such as city tiers and disposable affect target markets as well as customer age. The right research can help you pin down accurate customer groupings for your products.

Tailored research also allows you to create customer personas. These are highly valuable, intuitive models that make it so much easier to target your marketing messages and tactics.

Consider Omnichannel Marketing

It’s sensible to consider a broad range of marketing channels and select those which will work best for your target audience. This doesn’t mean doing everything, but it does mean offering several options, where appropriate, to groups that value them (for example, Baby Boomers and Gen X customers.)

Consider too, all the ways to reach Chinese customers. Yes, Gen Z loves social media, but your results will be amplified if you are also thinking about Baidu PPC marketing, SEO, ePR, website optimisation and KOL relationships.

Get the Basics Right

Invest time in creating an excellent, smartphone friendly, optimised and locally-hosted Chinese website for your products. (Yes, you can also create apps and Mini Program versions, but start with your main site.)

Clarify your messaging, ensure your customer service function is excellent (ChatBots can be useful) and check the basics are in place before you begin to branch out. Remember that Chinese customers of all generations love to refer and share brand experiences to their network. Work hard to gain trust and loyalty!

Measure!

The beauty of Chinese digital marketing is that China’s technologies are so incredibly sophisticated. For marketers, this means that campaigns can be constantly adjusted and optimized for better results, without any need to wait.

With the right Chinese language skills and digital marketing know-how, vital metrics are always available. It’s important to leverage these metrics to keep improving your results.

Use a Chinese Digital Marketing Agency

An experienced Chinese digital marketing agency can be a huge asset for your Western brand. At Market Me China, we offer the services of highly-skilled Chinese digital marketing professionals with native language skills.

We are here to amplify your results and make everything easier; from managing Baidu PPC campaigns (which are run in Chinese), to negotiating the right KOL relationships for your brand.

Contact us to find out how we can help you maximise your ROI for even better results in China!

The post How do generational differences affect Chinese marketing strategies? appeared first on Market Me China®.

Successful Chinese digital marketing requires deeply understanding the unique characteristics of each Chinese generation, and knowing how to adjust the marketing mix accordingly.

Furthermore, although Western and Chinese customers share certain characteristics by generation, it’s important to avoid making assumptions about where these groups converge – and diverge.

With this in mind, let’s take a look at Chinese Generation X, and ask, what do they want from brands they choose to shop with?

Characteristics of Chinese Generation X

Generation X comprises people born from 1965 to 1979. This generation shares many of the following characteristics:

Respect For Material Wealth

Chinese Generation X customers are characterised by a combination of material wealth and a cautious approach to spending.

Having come of age during China’s economic boom period, they are usually well-established in their career path and earning well.

Savvy Spenders

Chinese Generation X customers are known for being financially prudent and smart decision-makers when it comes to spending.

They are naturally conservative with money but will choose products that offer quality; so much so, that they will usually pay a premium for high-end, or luxury items, that represent that this intrinsic value.

Premium Product Seekers

Generation X customers in China love to buy status symbols that are also inherently reliable, such as luxury goods, premium dining and travel, luxury skincare, and quality cars.

They like to display their economic position (and financial stability) in life, and prefer to buy ‘quality over quantity.’

Fans of Luxury and Authentic brands

Chinese Gen X customers like brands that are reputable, designed to last, and have a premium aspect to their offer. If they can discreetly show off their social cachet, then all the better. They also appreciate authentic brands with a heritage aspect.

But They Are NOT in the Market For…

Brands and products that appeal far less to this generation include fast-fashion, deep discounting brands, and high-turnover, disposable items.

The value of Chinese Market research

So what does this mean for Western marketers? As with domestic marketing campaigns, the key to success lies in understanding what makes this generation tick and factoring these themes into market research, target market analysis, and customer segmentation efforts.

A target persona for a Chinese Generation X customer can be effectively guided by understanding the generational characteristics above, and then further refined by factoring in other influences, such as geography (city tier for example), specific demographics, preferences, and so forth.

Market research is of prime importance to successful Chinese digital marketing, especially when this market is so vast and incredibly diverse. Western brands that invest in quality market research typically enjoy better results, as they are primed to effectively reach their target audience at the start of every campaign.

How Western Marketers Can Appeal to Chinese Gen X Customers

These approaches and considerations will all help you position your Western brand effectively for Chinese Gen X customers.

Focus on quality attributes for better Chinese digital marketing

If your brand has a quality ethos with values such as durability, prestige and heritage, you will be a in good position to appeal to the values of this generation of savvy spenders.

Offer rewards for brand loyalty

Chinese Gen X customers like to be loyal to brands that consistently deliver quality products, and which have excellent reputations. So build this relationship by offering brand loyalty benefits.

This could be in the form of gifts, targeted promotions and thoughtful extras (beautiful and complimentary gift packaging, printed for Chinese special holidays, for example.)

If your Western brand has a physical retail presence, invite your Gen X customers in for a special event, to recognise and appreciate their loyalty and invest in the relationship with a personal touch.

Provide In-Depth Information

Because Chinese Gen X customers love to do thorough research before they choose a product, brands can show respect for their preferences by providing plenty of information in different formats.

For example, have an in-depth FAQ, host explainer videos, offer a downloadable brochure, and create an immersive and exploratory app (for involved purchases such as luxury holidays, cars and skincare).

Remember to provide an excellent customer service team, who are ready to answer queries and provide guidance.

Focus on What Matters

Remember that this generation prioritises quality, durability and functionality, and focus on these attributes. Gen X customers are less interested in novelties, trends and fads.

With this in mind, choose your KOLs carefully too, to reflect the values and preferences of this group.

Be Transparent

Chinese Gen X customers also want to choose brands that are authentic and transparent about their business models, sustainability and ingredients. This generation has questions and likes to have them answered!

So again, anticipate these needs and provide open, validated and useful information about what goes into the products, from technology to ingredients, and explain your business model as well as your approaches to sustainable, ethical business.

(Arguably, this generation is less intrinsically motivated by sustainability as it grew up before environmentalism was as high-profile as today, but Gen X customers are now also keen to choose brands which have quality approaches across every aspect of their business model, including ethics and sustainability.)

An interesting point; if your brand can show a unique commitment to relevant social projects, corporate responsibility, research and development or other ‘value add’ purposes that go beyond consumer economics, all the better. This shows your commitment, authenticity and intrinsic quality as a brand, and it will appeal to Gen X customers.

Provide Quality Chinese Digital Marketing Experiences

Chinese Gen X customers didn’t grow up with the internet, but they have rapidly adapted to its use. Western brands that offer high-quality digital experiences will find a ready audience in this generation.

Again, think carefully about the quality attributes of your digital offer. Gimmicks and fads are less likely to appeal to this audience, but slick customers journeys, excellent payment processing integration, and superb content marketing really will.

Really invest in an optimised and integrated digital hub with slick user journeys, careful messaging, fast loading times and quality features.

Invest in Expert Help

Chinese Gen X customers are a fascinating audience and they can be incredibly rewarding for brands who offer quality-driven, reliable and authentically valuable products.

A Chinese digital marketing agency can help you to really understand the unique characteristics of this generation, and create effective digital marketing campaigns that build brand awareness, engage and convert.

Our team of native language speakers and Chinese digital marketing professionals works with Western brands to help their budgets go further and to create a sustainable, rewarding presence in the Chinese market for better ROI.

We evidence our results and we work on a flexible partnership basis according to our clients needs.

Contact Us

Interested? Please contact us to find out more, and discover how the right Chinese digital marketing agency partner can amplify your results in this exciting, lucrative and rapidly-growing market!

The post What do Chinese Gen X Customers Want? appeared first on Market Me China®.

All platforms: search engine market share in China, Jan 2025

• Baidu: 47.07%
• bing: 35.96%
• Haosou 360: 8.14%
• YANDEX: 3.19%
• Other: 5.64%

Desktop: search engine market share in China, Jan 2025

• bing: 50.99%
• Baidu: 30.15%
• Haosou 360: 14.24%
• Sogou: 1.76%
• Other: 2.86%

Mobile: search engine market share in China, Jan 2025

• Baidu: 58.6%
• bing: 25.49%
• YANDEX: 4.6%
• Haosou 360: 4.13%
• Other: 7.43%

Download: Baidu search engine market share in China Jan 2025 | Market Me China®

Baidu PPC advertising

Baidu is the first choice of search engine marketing in China. Baidu PPC advertising is a result-driven marketing solution for your brand to enter China, helping you to enhance your brand exposure, drive instant traffic and generate conversions on the biggest search engine in China. To get started, please find out more here: How to create a Baidu PPC account?

If you are looking for an expert to run your PPC campaign on Baidu, Sogou, Haosou 360 and other search engines in China, we are happy to help. Why not contact us today for a free chat?

The post Baidu search engine market share in China Jan 2025 appeared first on Market Me China®.

With that in mind, here are some top Chinese digital marketing tips you might not know.

Understand Super Apps

It’s easy to think about Chinese social media in Western terms, making comparisons with Facebook, Instagram and TikTok (for example). However, super apps such as WeChat are far more complex and offer a much higher degree of marketing scope.

For example, WeChat combines social media, messaging, payment services, content creation and e-Commerce in one place. (Top tip for new brands: Secure your WeChat Official account at the first opportunity.) It’s also the home of Mini Programs, which are small WeChat-integrated apps, and great for brands.

Consider UX differences

Did you know that Chinese customers use QR codes far more than in the West? Or that they expect to provide their phone numbers for signup credentials (unlike Western customers who tend to provide email addresses.)

Even these smaller facts are important to know as they can play a surprisingly important part in your marketing strategy, especially when it comes to user experience.

Localise Content

Tailored content is so important in China, where customers expect content to be targeted, culturally relevant and highly localised.

This level of localisation goes far beyond equivalent considerations in Western markets. For example, Gen Z customers in Shanghai may have different needs and interests from Gen Z customers in a second-tier city such as Hangzhou.

Be Strategic With KOLs

KOLs are undeniably important to Chinese digital marketing, but many brands find that mid-tier influencers have highly engaged followers, and offer better ROI than top-tier KOLs.

When working with KOLs think about your platforms carefully. Xiaohongshu (Little Red Book), and Douyin (TikTok) are central for brand-building efforts and sales conversions.

Mobile First

Recognise that most Chinese customers shop, chat, learn and manage their lives online via their smartphones, and invest in a responsive mobile-first strategy.

Chinese digital technology is always evolving so it’s important to stay up to date with trends and developments.

Make the Most of SEO

Baidu is China’s leading search engine, and in China, SEO focuses heavily on Baidu optimisation (far more so than it does on Google.)

SEO in China requires time, knowledge and consistent optimisation efforts. Western brands need to use Baidu Baike (akin to Wikipedia) to build credibility.

Get Involved with Shopping Days

If you’re not yet familiar with Chinese shopping extravaganzas such as Singles Day (also called 11/11), Double 12 and 618 Sales, make 2025 the year you get on board!

During these huge online shopping days, brands should use strategies that combine livestreaming, KOS and limited-time offers and discounts for the best results.

If your brand can also release a limited edition of its products, then all the better! These can do very well when tied into relevant shopping festivals.

It can also be helpful to build a branded store on JD.com or TMall for visibility and slick eCommerce benefits.

Get into video content

You’ll know that content is king in China, and that your content strategy needs to blend elements of branded storytelling, influencer collabs and user-generated content. But if you’re not focusing heavily on video content, 2025 is the year to do so!

Short-form video dominates on Doyin, and long-form content is huge on sites such as YouKu and Bilibili, especially for education and learning, gaming and technology.

Build Your Reviews

Chinese customers greatly value reviews and ratings, more so – arguably – than Western customers. You can build your brand’s social proof by encouraging reviews and feedback, actively engaging and replying to reviews and comments, and sharing user-generated content about your brand on platforms such as Little Red Book.

Show that you’re interested, respectful and grateful for feedback, and actively engage with your customers so they can trust and value your brand.

Promote Your Sustainable Values

Chinese customers want to shop with brands that have clear sustainability strategies, high-quality manufacturing with ethical supply chains and a business model that minimises environmental impact.

If you can flag up your ethical and sustainable business values, you will build a powerful connection with Chinese customers, especially Millennial and Gen Z groups.

Recognise the power of ‘Made in China’

There is also a growing trend for Chinese customers to seek out high-quality domestic products from Chinese brands, as they become increasingly confident in their country’s culture and manufacturing.

Western brands can consider making strategic alliances and partnerships with domestic Chinese brands where there may be possibilities for collaborations.

Keep Up to Date with Changing Regulations

If you’re not up to date with China’s content and data privacy regulations (such as the Personal Information Protection Law), it’s important to get up to speed. Content that is politically sensitive or which falls foul of censorship guidelines can see your website blacklisted. You can also be fined.
Remember that platforms such as WeChat are actively monitored, so it’s important to be aware of all marketing regulations and comply with them.

Get Expert Help!

Marketing your Western brand in China can be hugely exciting and it’s certainly a steep learning curve in this fast-paced market!

Why not consider choosing an expert partner to help your business avoid the common pitfalls of Chinese digital marketing and accelerate your success?

At Market Me China, our team of native-language digital marketing experts works with Western businesses across a variety of industries to offer them flexible, expert Chinese digital marketing services.

Why not get in touch to find out how we can help your brand enjoy marketing success in China in 2025?

The post Top Chinese digital marketing tips you might not know appeared first on Market Me China®.

1. Social Commerce

Social shopping is already a multi-billion pound industry in China, but it’s expected to double by 2029. The last Double 11 sales festival grew by 46%, with Millennial and Gen Z customers particularly jumping onto the trend.

Social commerce in China continues to grow through sophisticated tech development including slick payment integration options, the popularity of Little Red Book and Douyin (TikTok) and WeChat mini-programs.

The tech that drives these programs (particularly concerning integrated payment processing) is expected to be further refined in 2025, making delivery even slicker for customers.

2. AI Everywhere

Chinese customers are already very comfortable with AI, and over half of online retailers already use AI chatbots to personalise customer experiences and enhance customer service.

AI is also being integrated into a wide array of cutting-edge products, from smart appliances in the home to a new generation of EV cars.

Expect to see AI integrated into every aspect of Chinese digital marketing in 2025, with customers expecting chatbots, smooth user experiences (including targeted real-time content delivery) and optimised sales fulfilment from brands they shop with.

The good news is that AI can greatly benefit Western brands as they build in China, so the opportunities are excellent for brands that invest in their knowledge and AI integration.

3. Livestreaming and Short-Video

Short-form video platforms such as Douyin will continue to dominate digital marketing strategies, with brands creating attention-grabbing short videos that engage customers and drive sales.

Livestreaming e-commerce will also rocket, with brands and KOLs livestreaming in real-time and via digital shopping events to drive sales.

These experiences will start to include more creative experiences, including gamified shopping, real-time votes and AI-generated recommendations.

Interestingly, micro-KOLs and AI-generated KOLs are expected to become increasingly important.

An interesting sub-trend will be community-based buying, with Chinese customers pooling their purchasing power to gain attractive discounts. This will give Western brands an interesting way to target niche customer groups.

4. The Metaverse and VR

Expect to see China’s futuristic metaverse continue to evolve, with virtual retail stores and shopping malls complemented with AR and VR shopping.

China will lead the way in this level of cutting-edge technological commerce. For example, brands will use virtual gaming environments to sell in-game digital products such as filters, stickers, characterisation and branded personalisation options.

5. Green Marketing

Chinese customers, particularly Millennial and Gen Z customers, will continue to fuel demand for eco-friendly and sustainable products.

They will also expect to see brands demonstrating their ethical stances, sustainable manufacturing processes and corporate social responsibility strategies.

6. Growth Markets

The changing needs and preferences of Chinese customers mean that new markets offer exciting and lucrative opportunities for Western brands. Here are just three examples:

The Pet Market

One of the biggest growing markets in China is pets! Driven by increased pet ownership by middle-class Chinese customers, one in eight people now have a pet.

This means that demand for pet products is growing fast, from premium food and snacks to dog training schools, and there is also a new wave of pet-focused KOLs!

EV Cars

Chinese-manufactured electric vehicles are in demand globally and now Chinese EV brands themselves are increasing; from 60 brands in 2019 to 137 by the end of 2024. PHEV hybrids are leading Chinese growth, with sales since 2023 rocketing by 85%.

Already, global brands are leveraging long-standing JVs in China to produce EV vehicles for global markets. Expect to see demand for related products and services grow too.

Outdoor Living

The Chinese middle class are investing heavily in their hobbies, which has already fuelled growth in sports, wellbeing and fitness in 2024.

In 2025, forecasters expect to see Gen Z and Millennial customers driving demand for outdoor activities such as camping (already a growth industry in China), fishing, hiking and glamping.

The silver generation will also be big consumers of fitness and leisure products and services, offering great potential for Western brands offering health supplements, outdoor equipment, fitness accessories and sportswear.

7. Made in China’s Moment

Made in China, or Guo Chao, is now a huge trend in its own right. China’s economy has grown to a stage where Chinese customers are confident in their homegrown brands and culture.

Guo Chao, which means ‘Chinese Trend’ combines traditional and modern elements. Chinese skincare now competes with imported South Korean skincare (formerly the holy grail of skincare!), and electronic giants such as Huawei and Xiaomi are booming.

8. The Silver Generation

China has the world’s biggest older and ageing economy and the so-called-silver economy is already worth around $982 billion USD.

By the end of this decade, the demographic is expected to grow by another 100 million people, with a growing demand for related products including healthcare, recreation and financial planning.

9. Lower Tier Cities

China’s economy is so powerful it drives the global economy. As China’s vast middle class grows, new consumers coming on board with high disposable income are from China’s lower-tier cities.

Consumer sentiment in these smaller cities is strong, and global brands are working hard to increase their presence. For example, in 2023, KFC opened 60% of its new stores (around 720) in lower-tier cities.

Western brands that can understand the needs and preferences of consumers from these cities have lucrative target markets to pursue and the chance to gain a foothold before these markets become too saturated.

Get Expert Chinese Digital Marketing Help in 2025

2025 certainly offers superb opportunities for Western marketers ready to build their brands in China! A strong and well-planned Chinese digital marketing strategy is key to success in this lucrative, vast and tech-driven market.

Market Me China can help your Western brand to achieve success in China. Our team of native-speaking Chinese digital marketing professionals works with brands to offer expert, flexible digital marketing services when you need them most.

From tailored and custom Chinese market research to digital ecosystem development in the form of smartphone-optimised websites, Baidu, KOL engagement, Chinese social media and ePR, we evidence our success with clear metrics and prove ROI!

Talk to us about your brand’s Chinese digital marketing plans for 2025 and let’s see how we can help!

The post 9 Chinese digital marketing trends to know for 2025 appeared first on Market Me China®.

All platforms: search engine market share in China, Dec 2024

• Baidu: 45.18%
• bing: 37.75%
• Haosou 360: 8.03%
• YANDEX: 3.06%
• Other: 5.98%

Desktop: search engine market share in China, Dec 2024

• bing: 52.96%
• Baidu: 27.36%
• Haosou 360: 15.2%
• Google: 1.79%
• Other: 2.69%

Mobile: search engine market share in China, Dec 2024

• Baidu: 58.21%
• bing: 26.42%
• YANDEX: 4.61%
• Sogou: 3.33%
• Other: 7.43%

Download: Baidu search engine market share in China Dec 2024 | Market Me China®

Baidu PPC advertising

Baidu is the first choice of search engine marketing in China. Baidu PPC advertising is a result-driven marketing solution for your brand to enter China, helping you to enhance your brand exposure, drive instant traffic and generate conversions on the biggest search engine in China. To get started, please find out more here: How to create a Baidu PPC account?

If you are looking for an expert to run your PPC campaign on Baidu, Sogou, Haosou 360 and other search engines in China, we are happy to help. Why not contact us today for a free chat?

The post Baidu search engine market share in China Dec 2024 appeared first on Market Me China®.

But it’s also the perfect time to review your marketing achievements and progress for 2024 and make some fresh resolutions for the year ahead.

As we settle down with a festive coffee and a mince pie, let’s look at some resolutions to make for your Chinese digital marketing in 2025.

10 Chinese Digital Marketing Priorities for 2025

1. Review your website

Now is the time to check your analytics to see how your website is performing. Is it smartphone-friendly? (Essential for the China market!) Is it optimised for Chinese UX? Are your landing pages converting and are your CTAs clear?

As a Western brand, your website underpins your entire digital ecosystem, so it’s essential to develop it to its full potential. Make your Chinese website development in 2025 a priority, to maximise those online conversions and solidify your digital presence.

2. Assess your brand

Ask whether your Chinese brand is working for your target audience in China. Good primary research can be invaluable here. Often, even small tweaks to a Western brand can help it resonate more effectively with Chinese audiences.

Remember, sophisticated Chinese culture is incredibly nuanced and contextual, so when we talk about a brand, we are considering more than just a logo; we are considering your colour palette, your key messages, your Tone of Voice and the full mix of elements that comprises a brand and its experience.

3. Have a solid evidence base

If you aren’t yet collecting regular analytics across your Chinese digital marketing channels, make 2025 the year that you build your evidence base for stronger decision-making. The numbers will tell your story and help you to recalibrate campaigns easily if they suggest adjustments are needed. This ability to pivot mid-campaign is one of the great advantages of Chinese digital marketing!

4. Look broadly at your social media marketing

If you thought Western social media marketing was complex, speak to a Chinese social media marketer! It’s a smart move to begin in a small and managed way with Chinese social media marketing, as the market is so complex and far more technologically advanced than in the West.

But as you grow in experience and understanding, you can consider which Chinese social media channels are working for, whether there are channels you need to consider a brand presence upon, and whether you have the right KOL partnerships in place.

With all these decisions, consider your resourcing carefully. For example, do you have native Chinese speaking staff or partners who can manage queries and interactions with your social media followers, reliably, regularly and quickly?

5. Consider your Baidu PPC plan

Now is the perfect time to review and assess your Baidu PPC strategy, and consider whether it is meeting your goals. Baidu can be a superb resource for brands operating in China, if you can master the right campaign strategy and delivery.

6. Review your online PR

An agency partnership can be a fast way of disseminating the right stories to the right Chinese platforms, portals and channels. Focus too on your word-of-mouth (WOM) marketing in China for 2025, spanning Baidu, portals, blog and forum marketing opportunities.

Remember too that your content strategy will give you plenty of great material to work with and repurpose across your marketing channels, particularly PR, social media and blogging.

7. Assess your Baidu SEO

A strong Baidu SEO strategy is essential for building your Baidu ranking. Even if you aren’t investing in Baidu SEO, your competitors are! So make 2025 the year you commit to sustained, focused ranking building with a comprehensive Baidu SEO strategy.

The keys to success are understanding the Baidu algorithm and then systematically applying its rules and best practices to your own digital assets. As ever, content – for human readers – is key!

8. Consider market research requirements

Now is a good time to consider whether market research is a wise investment for your brand. Perhaps you are considering a new Chinese target audience, a geographic emerging-city market or a new product launch. Perhaps one of your products isn’t doing as well as you hoped or you’re considering a pivot in some way.

The right first-hand market research will give you that evidence base you need for smart and data-driven marketing decisions, and may well throw up some interesting surprises too that you can capitalise upon!

9. Establish the right partnerships

Strong partnerships can leverage your success in China; helping you to achieve success faster, and make fewer errors in this highly-complex, technologically driven market.

Choose a digital marketing agency with native language speakers and highly skilled professionals, and you effectively add immediately skilled resources to your own in-house team, but on a flexible basis.

Agencies will also always evidence their successes so you can see clear ROI and the value of the partnership. Make 2025 the year you accelerate your success by choosing the right Chinese digital marketing agency partnership, for better overall results.

10. Celebrate success!

As marketers, we are always looking towards the next thing; the next marketing campaign, the next product launch or the next channel trend. But the transition to 2025 is also a great time to look back over 2024 and celebrate success!

Here at Market Me China, we have been delighted to work with each one of our clients in 2024 and have been incredibly proud of the results we have achieved as a trusted Chinese digital marketing agency partner.

To find out more about how we can help your brand in 2025, please contact our friendly team today for a no-obligation chat about your needs. Here’s to a superb 2025!

The post 10 Resolutions to make for your Chinese digital marketing in 2025 appeared first on Market Me China®.