China Brand Strategy: How to Win in 2025

September 5, 2025

China brand strategy is changing fast. Legacy branding and global fame are no longer enough. A new report by Alibaba and Peking University’s Consumer Brand Index (CBI) analyzes the behavior of nearly 1 billion Chinese consumers. The data reveals five key shifts that brands must act on to stay relevant in 2025 and beyond.

1. Product Performance Wins Trust

Chinese consumers want evidence.

  • Clinical results now matter more than marketing slogans.

  • SkinCeuticals gained market share by publishing dermatologist-backed content and using real product data.

  • It ranked 82nd in the index without relying on celebrity endorsements.

    Action: Share measurable product outcomes. Use expert voices and transparent testing to build trust.

2. Local Brands Are Catching Up Fast

Local players are using speed and insight to win.

  • In pet care, six of the top seven brands are domestic.

  • Pop Mart grew rapidly by letting consumers shape their own identity through the product experience.

    Action: Shorten your product development cycle. Adapt fast to local needs and behaviors.

3. Niche Beats Mass Appeal

Growth is coming from focus, not scale.

  • Laopu Gold reached the top 20 by focusing on ancient Chinese craftsmanship.

  • The brand operates few stores and avoids mass exposure.

    Action: Pick a niche. Build depth, not breadth. Elevate cultural or functional value instead of scaling wide.

4. International Brands Must Localize

Global reputation helps, but it no longer leads.

  • Apple still performs well, but brands like Huawei and Xiaomi are gaining quickly.

  • Chinese shoppers want quality, but they also expect localized innovation.

    Action: Tailor product features, content, and services for Chinese preferences. Don’t recycle global campaigns.

5. Tier-2 Cities Are Now the Growth Engine

Cities like Zhengzhou, Chongqing, and Hefei are outpacing Tier-1 metros.

  • These consumers expect the same variety and quality but prefer regional marketing and community-driven content.

    Action: Invest in local logistics, region-specific campaigns, and city-level insights.

What You Should Do Now

  • Prove value with measurable results

  • Localize everything: product, pricing, content

  • Focus on narrow markets with clear needs

  • Prioritize Tier-2 cities with tailored outreach

  • Treat China as a core market for innovation

China brand strategy in 2025 requires agility, insight, and local relevance. Need support adapting your brand for China’s new reality? Contact us to get started.

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Why RedNote Delivers High ROI for Foreign Brands in China

August 29, 2025

Introduction

In China’s fast-evolving digital landscape, authenticity has become the most valuable currency for brands. Among all platforms, RedNote (RED) has emerged as a leader in driving meaningful consumer engagement and high ROI for foreign brands.

Why RedNote Matters for Foreign Brands

With over 300 million monthly active users and 600 million daily searches, RedNote has transformed from a lifestyle diary into one of China’s most influential social commerce platforms. While Douyin and WeChat dominate brand marketing plans, RedNote’s conversion-driven ecosystem quietly delivers superior returns.

Impressive ROI and Cost Efficiency

  • Lower CPM: At ¥10–30 ($1.40–4.20), RedNote’s cost per thousand impressions is just 10–20% of Douyin’s.
  • Higher Conversion Rates: Average conversion sits at 21.4%, compared to 6–8% on rival platforms.
  • Longer Content Lifecycle: Content stays relevant for 3–6 months, versus Douyin’s 1–3 days.
  • Affordable KOL Partnerships: Collaborations cost 30–50% less than similar-scale partnerships elsewhere.

Brands that stay consistent often see ROI triple or quadruple within three months.

The Right Audience for Foreign Brands

RedNote’s users align perfectly with foreign brand target demographics:

  • 39.7% high-value consumers—the highest among China’s social platforms
  • Average household income: ¥300K+ ($42K)
  • 85% aged 18–35 and 70% female
  • Over 50% live in Tier 1–2 cities
  • 70% of users search products daily
  • 90% say RedNote content directly influences purchases

Winning on RedNote: Strategies That Work

To succeed, brands must prioritize authenticity and local relevance:

  1. Educational Content: Explain product benefits clearly to build trust
  2. Lifestyle Integration: Blend your products seamlessly into real-life scenarios
  3. KOC & Micro-Influencers: Drive organic engagement with relatable voices
  4. Localized Marketing: Go beyond translation; adapt messaging to cultural context

Budgeting Smartly for RedNote Success

Successful brands follow this proven allocation framework:

  • 40%: Content creation
  • 30%: KOL & KOC partnerships
  • 30%: Paid amplification

Tip: RedNote rewards consistent engagement, so focus on community building, not one-off campaigns.

Final Thoughts

For foreign brands aiming to reach China’s affluent, digitally-savvy consumers, RedNote delivers better ROI, stronger trust, and deeper engagement than many competitors. However, success requires long-term planning, localized strategies, and authentic storytelling.

Ready to Succeed on RedNote?

Want to unlock RedNote’s potential for your brand? Our team specializes in end-to-end RedNote strategies—from content creation and KOL partnerships to paid amplification and community building. Contact us today to craft a campaign that converts.

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