From AI to O2O: 7 Key Media Trends in China

June 27, 2025

As the digital media ecosystem in China continues to evolve at an unprecedented pace, understanding emerging trends is crucial for brands looking to thrive in this competitive market. Starcom, the media arm of Publicis Groupe, recently released its latest report, “Increased Integration and Depth in China Media Market”, identifying seven pivotal trends that are redefining consumer behavior, content distribution, and brand strategy across platforms. Here’s a breakdown of the most important insights and how brands can prepare.

 

1. Cross-Platform Integration: Breaking the Walls Down

China’s once siloed internet ecosystem is transforming into a landscape of collaboration. In 2025, we’re witnessing platforms like Tencent and Alibaba opening up to one another: Tencent Games content appears on Douyin, Taobao accepts WeChat Pay, and JD.com integrates Alipay.

For brands, this “horizontal integration” means smoother customer journeys and opportunities to execute truly omnichannel strategies. Cross-platform compatibility also improves user experience, leading to better engagement and conversion rates.

 

2. AI-Powered Search and Intelligent Interactions

Search is no longer just about users looking for information. With generative AI entering the scene, proactive content delivery and conversational search are reshaping digital marketing. The search engine market in China is expected to surpass RMB 300 billion by 2029, with mobile-based search playing a major role.

Brands must rethink their search marketing by aligning keywords, content, and SEO strategy with evolving AI-driven behaviors across Baidu, Douyin, Xiaohongshu, and other platforms.

 

3. Online and Offline Synergy: The New O2O Loop

Marketers are rediscovering the power of offline media, especially when amplified by digital interactivity. In 2025, 28.3% of advertisers are increasing their offline ad spend. Campaigns like Xiaohongshu’s user-generated content (UGC) billboards and McDonald’s programmatic subway ads show how to turn physical placements into interactive, trackable experiences.

Successful brands are integrating data capture tools, experience design, and social buzz triggers into their O2O campaigns to drive conversion.

4. Social-Powered Closed-Loop Commerce

Social media platforms are becoming e-commerce ecosystems. Xiaohongshu leads the way with interest-based group chats, offering exclusive promotions, live previews, and direct links to virtual stores. The results are impressive: 2.5x higher repurchase rates and 300x better conversion rates in private domains.

Brands must build community-focused strategies and activate users through content that fuels interaction and loyalty.

 

5. Value-Driven E-Commerce Over Price Wars

As consumer preferences shift from discounts to experience, platforms like Taobao and JD.com are focusing on enhancing logistics, customer service, and product quality. Features like Taobao’s hourly purchase service and JD.com’s “24-hour delivery in counties and towns” reflect this evolution.

To remain competitive, brands should deliver value through exclusive products, flexible services, and premium experiences instead of relying solely on low prices.

 

6. Diverse Content Channels: From Podcasts to Micro-Dramas

China’s content landscape is rapidly diversifying. Podcasts now reach over 220 million users, with 71.6% influenced to make purchases. Meanwhile, micro-drama users account for more than half of the internet population, with the market expected to grow 35% year-on-year to reach RMB 50.44 billion.

Brands need to leverage these formats to tell compelling stories, connect with niche audiences, and reinforce product relevance in immersive, culturally attuned ways.

7. AI’s Expanding Role Across the Funnel

AI is no longer a backend tool; it’s front and center. From predictive CRM and personalized content generation to dynamic bidding and campaign automation, AI is transforming the entire marketing stack. China is also exploring frontier technologies like brain-computer interface advertising.

Brands must embrace AI to improve media planning, content production, customer segmentation, and real-time campaign optimization.

 

Conclusion: Be Adaptive, Be Integrated, Be Smart

In today’s media landscape, success is no longer about mastering one channel or trend. It’s about understanding how technology, platforms, and content work together to shape consumer expectations.

By staying ahead of these seven trends, brands can craft adaptive, AI-enhanced, and experience-driven strategies that resonate in the ever-shifting Chinese digital ecosystem.

Need help navigating China’s evolving media landscape? Contact our team to explore how we can localize your strategy, enhance your platform presence, and drive smarter, performance-driven campaigns tailored to the China market.

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Maximizing B2B SEO in China: The Strategic Role of Baidu Baike

May 9, 2025

When it comes to B2B digital marketing in China, most brands focus on platforms like WeChat. However, many overlook a powerful yet cost-effective asset that can significantly boost brand visibility, credibility, and SEO performance—Baidu Baike (百度百科).

What Is Baidu Baike?

Baidu Baike is China’s equivalent of Wikipedia, but it’s more than just an online encyclopedia. With nearly 300 million monthly homepage views and even more traffic from Baidu Search, Baidu Baike plays a crucial role in shaping brand perception and supporting search-driven research in China.

For B2B marketers, a well-maintained Baike page serves as an authoritative digital asset, offering Chinese professionals a credible first touchpoint when researching potential partners, vendors, or service providers.

Screenshot of the Baidu Baike page for GIC, the Government of Singapore Investment Corporation, showing company introduction, details, and related video.

GIC’s official Baidu Baike page serves as a strong example of how foreign organizations can build credibility and improve search visibility in China.

Why Baidu Baike Matters for B2B Marketing

  • Search Visibility: Baidu Baike entries rank highly on Baidu, improving your organic SEO performance.

  • Credibility Boost: A professional Baike page adds legitimacy and positions your brand as a trusted source of information.

  • Lead Generation Support: It helps prospective clients or partners validate your business before making contact.

  • Content Ecosystem Integration: Baidu Baike links seamlessly with other Baidu properties like Zhidao, Baijiahao, and Tieba.

How to Create a Baidu Baike Entry in 2025

  1. Register a Baidu Account

    • Required for submission. You’ll need a verified Baidu account, typically with a Chinese phone number.

  2. Check for Existing Entries

    • Search your brand in Baike to ensure no duplicate entries exist.

  3. Draft a Structured Entry

    • Include your company’s history, services, milestones, and leadership details in simplified Chinese.

  4. Cite Reliable Sources

    • Reference Chinese-language news outlets, government publications, or academic sources to validate your content.

  5. Submit for Review

    • Baidu’s editorial team will review and approve your entry before publishing.

5 Proven Strategies to Maximize Baidu Baike’s Value

1. Create a Structured, Professional Entry

Write your page like a Wikipedia article with a clean layout, well-defined sections, and neutral language.

2. Optimize for Baidu Search

Use industry-relevant keywords, highlight your Chinese brand name, and include internal Baike links to related concepts or categories.

3. Leverage Baidu’s Content Ecosystem

Link your Baike page in:

  • Zhidao Q&As

  • Baijiahao articles

  • Tieba forums

  • SEM ads and Baidu Brand Zone

4. Keep Your Entry Updated

Regularly refresh your page with new milestones, product launches, and verified information to maintain credibility.

5. Use Third-Party Mentions as References

Leverage mentions by KOLs, journalists, or platforms like Zhihu as credible references to strengthen your Baike content.

Final Thoughts

As search-driven research continues to dominate B2B buyer behavior in China, Baidu Baike remains one of the most underrated digital assets for foreign brands. Investing in a credible, well-optimized Baike page can help your brand build trust, visibility, and lead generation potential in the world’s largest online market.

Need help with Baidu Baike or your B2B China marketing strategy? Contact us today to learn more.

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Douyin for B2B: Unlocking New Growth Opportunities in China

April 11, 2025

As the B2B marketing landscape in China rapidly evolves, staying ahead means understanding where your audience spends their time—and increasingly, that place is Douyin. Once considered primarily a B2C platform, Douyin is now gaining significant traction among B2B marketers looking to connect with China’s next generation of decision-makers.

Why Douyin Is Emerging as a B2B Marketing Powerhouse

With 743 million Monthly Active Users (MAUs) and strong penetration in Tier 1 and Tier 2 cities, Douyin has become the third most-used social media platform by multinational corporations in China, after WeChat and WeChat Channels.

So, what’s fueling this growth?

  • Changing Buyer Behavior: Millennials—now key B2B decision-makers—prefer self-guided research over sales calls. They seek engaging, short-form content to inform purchasing decisions.
  • Smart Recommendation Algorithms: Douyin’s algorithm ensures that your content reaches the most relevant users, increasing targeting efficiency and lead quality.
  • Immense Reach: The platform’s scale and format offer unprecedented brand visibility, especially at the top of the funnel.

Key Benefits of Using Douyin for B2B Marketing

1. Massive Brand Exposure

Your brand can reach millions of professionals—many of whom are actively involved in procurement and decision-making.

2. Highly Engaging Content Format

Douyin’s short-form video format is perfect for showcasing product use cases, customer success stories, or industry trends in a digestible, entertaining way.

3. Two-Way Engagement

Comment sections and DMs allow for direct interaction with prospects—something not easily achieved through traditional B2B channels.

How to Do B2B Marketing Effectively on Douyin

Create Short, Impactful Videos

Focus on content like:

  • Product demos
  • Thought leadership insights
  • Case studies
  • Behind-the-scenes of your company or product

Tell a Compelling Brand Story

Users connect with stories, not sales pitches. Humanize your brand with:

  • Founder stories
  • Team introductions
  • “A day in the life” at your company

Embrace Creative Formats

Douyin rewards creative content. Try:

  • Animation and explainer videos
  • Light-hearted skits or scenarios
  • Interactive Q&As or challenges

Best Practices for Douyin B2B Campaigns

  • High-Quality Production: Use professional visuals, crisp audio, and seamless editing to capture attention.
  • Active Engagement: Respond to user comments and messages promptly to build relationships.
  • Timely Content: Align content with trending topics, industry news, or product launches to stay relevant.

Case Study: JLL’s Douyin Strategy

Global real estate leader JLL used Douyin to build professional video profiles for their consultants. The result? More human, relatable connections with potential clients—boosting both individual engagement and overall brand perception.

Ready to Leverage Douyin for Your B2B Growth in China?

If your brand wants to tap into a fast-growing, digitally savvy B2B audience in China, Douyin is a powerful tool worth investing in. Contact us today to build a tailored Douyin strategy that drives awareness, engagement, and long-term value for your business.

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Understanding Chinese High-Net-Worth Individuals (HNWIs) in 2025

April 7, 2025

China is now home to over 1.3 million high-net-worth individuals (HNWIs), representing one of the most influential and high-spending consumer segments globally. As we move through 2025, brands looking to capture the attention of this affluent group must understand their evolving lifestyle preferences, media habits, and consumption behaviors. Here are key insights and strategies to help brands effectively engage Chinese HNWIs.

Lifestyle Trends: Beyond Material Wealth

While financial success has brought Chinese HNWIs confidence and freedom of choice, it has not eliminated their desire for a more emotionally fulfilling life. Increasingly, they seek a balance between professional achievements and family or personal well-being.

This shift is driving demand for:

  • Family-oriented experiences
  • Personal development and self-care
  • Curated leisure activities that promote emotional connection

What This Means for Brands:

Luxury brands must move beyond material appeal and deliver emotionally resonant experiences that prioritize well-being, human connection, and exclusivity.

Investment Behavior: Value and Security Come First

In an uncertain economic climate, Chinese HNWIs are embracing a more conservative investment mindset. Their current priorities include:

  • Wealth preservation
  • Long-term, stable returns
  • Safe investment options like gold

What This Means for Brands:

Promote products and services that emphasize sustainability, longevity, and financial security. Messaging should appeal to their desire for stability and trustworthiness.

Consumption Behavior

Luxury Goods

  • 50% of HNWIs continue to purchase luxury items regardless of economic changes.
  • They value brand heritage, craftsmanship, and uniqueness.
  • Self-pleasure, subtlety, and personal style matter more than logos.

Beauty Products

  • HNWIs prefer high-performance, premium international skincare.
  • Makeup buying is trend-driven and intuitive.
  • Perfume is a form of self-expression; niche, exclusive scents are preferred.

Experiences

  • Interest in exclusive events, parent-child activities, and outdoor experiences is growing.

Media Habits: WeChat Remains the Center of Digital Life

WeChat is the most trusted and widely used digital platform among HNWIs in China. It provides a private, controlled environment where brands can foster deeper engagement through:

  • Official accounts
  • Mini-programs
  • Private groups (WeChat private domain)

In addition to digital platforms, HNWIs place high trust in advertisements in premium offline locations, particularly airports, due to their association with high status and exclusivity.

What This Means for Brands:

A robust WeChat strategy is essential. Combine subtle, personalized communications with high-status placements both online and offline.

Marketing Strategies to Reach Chinese HNWIs

To successfully engage this elite audience in 2025, brands should focus on:

1. Personalized & Exclusive Experiences

Offer one-on-one services, VIP access, and bespoke events to meet the need for exclusivity and emotional connection.

2. Security-Focused Messaging

Emphasize product reliability, financial value, and brand heritage to resonate with cautious, value-driven consumers.

3. Private Domain Marketing via WeChat

Leverage mini-programs and official accounts to provide tailored content, loyalty programs, and discreet communication.

4. Elegant and Subtle Digital Campaigns

Avoid aggressive sales tactics. Instead, use minimalist visuals, sophisticated storytelling, and value-led content.

5. Presence at Exclusive Events

Participate in or sponsor high-profile events such as luxury expos, automotive showcases, and curated cultural experiences.

Ready to Connect with China’s Elite?

If your brand is looking to create targeted campaigns that resonate with Chinese HNWIs, our team can help. Contact us today to develop a custom marketing strategy that aligns with their values, habits, and aspirations.

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WeChat: China’s Most Sustainable E-commerce Platform

March 20, 2025

For foreign brands entering the Chinese market, discussions around digital marketing often focus on the latest trending platforms like Douyin and Xiaohongshu (RED). While these channels generate significant buzz, WeChat remains the most critical and enduring digital platform in China.

Despite not always being in the spotlight, WeChat continues to be the country’s most widely used app and an indispensable tool for brands aiming to build lasting relationships with consumers. Unlike major e-commerce marketplaces such as Tmall and JD, which demand high advertising spend and platform commissions, WeChat provides brands with a lower-cost alternative for customer acquisition, direct engagement, and complete ownership of consumer data.

WeChat: More Than Just a Messaging App

Originally launched as a messaging app, WeChat has transformed into an all-encompassing digital ecosystem, offering brands multiple avenues to engage consumers:

  • Official Accounts – A powerful tool that functions like a combination of a website, blog, and email marketing system, enabling brands to share content, interact with users, and build a loyal community.
  • Mini Programs – Embedded apps within WeChat that provide seamless e-commerce, customer service, and loyalty features without requiring users to leave the platform.
  • WeChat Pay – An essential mobile payment system that dominates China’s cashless economy.
  • WeChat Channels – A short video and livestreaming feature that competes with Douyin and Kuaishou, offering brands an opportunity to engage users organically.
  • WeChat Groups – Exclusive communities where brands can foster deeper engagement and collect valuable consumer insights.

This extensive ecosystem enables users to consume content, interact with brands, and complete purchases all within a single platform, making WeChat an indispensable tool for digital commerce in China.

WeChat as a Digital Storefront for Brands

Unlike in Western markets, where consumers typically turn to Google or a company’s website for brand information, Chinese consumers often search directly on WeChat. This makes WeChat the go-to platform for discovering brands, learning about products, and engaging with customer service.

For many businesses, WeChat effectively replaces the need for a traditional website. However, many foreign brands underutilize their WeChat presence, with outdated content, inactive accounts, and broken links reducing engagement. Keeping a WeChat Official Account updated and interactive is as important as maintaining a website in other markets.

A Fully Owned Channel for Brands

One of the biggest challenges for brands operating in China is balancing the high cost of customer acquisition with long-term retention. Unlike Tmall, JD, and Douyin, where brands must constantly pay for visibility, WeChat allows businesses to build and nurture their own audience. This offers several advantages:

  • Lower Customer Acquisition Costs – WeChat provides a cost-effective alternative to traditional e-commerce platforms, where brands must bid for visibility.
  • Full Data Ownership – Unlike marketplaces that control customer data, WeChat enables brands to collect and analyze user interactions directly.
  • Seamless Omnichannel Integration – WeChat bridges online and offline engagement, making it easier to connect with consumers across multiple touchpoints.

For brands looking for a long-term, cost-efficient strategy in China, WeChat presents a powerful direct-to-consumer (D2C) model.

WeChat’s E-commerce Evolution

While platforms like Douyin and RED attract attention with viral trends, Tencent has been steadily enhancing WeChat’s e-commerce capabilities. WeChat Channels has emerged as a significant competitor to Douyin’s short video and livestream shopping ecosystem.

WeChat has streamlined merchant onboarding, simplified the sales process, and expanded commerce features to allow product purchases across multiple touchpoints—including posts, search, chat, and even gifting features. These improvements have led to substantial growth:

  • A 3x increase in active sellers last year
  • A 200% surge in total sales volume

This growth signals that more merchants are seeking sustainable alternatives to traditional e-commerce marketplaces and that consumers are increasingly shopping within the WeChat ecosystem.

Where Should Brands Focus?

Many international brands question whether WeChat should be prioritized over newer platforms like Douyin and RED or traditional marketplaces like Tmall. The answer depends on a brand’s objectives:

  • Douyin & RED – Best for brand awareness, viral content, and impulse-driven sales.
  • Tmall & JD – Ideal for reaching high-intent shoppers and providing an official retail presence.
  • WeChat – Most effective for fostering long-term engagement, driving repeat purchases, and building brand loyalty.

A well-rounded China digital strategy should leverage multiple platforms, utilizing each one’s strengths to target consumers at different stages of their journey. WeChat remains a key pillar of this strategy, particularly for brands looking to develop a sustainable, direct-to-consumer business model.

Leverage WeChat for Sustainable Growth in China

Navigating China’s complex digital landscape requires a tailored approach. Whether you’re looking to enhance your WeChat strategy or integrate it into a broader digital marketing plan, our team can help you optimize your presence and drive results.

Contact us today to explore how WeChat can support your brand’s long-term success in China.

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5 Key B2B Marketing Predictions for 2025: How to Stay Ahead

February 14, 2025

As we move into 2025, the B2B marketing landscape is set for transformative changes. From the rise of influencers to AI-driven marketing innovations, staying ahead of these trends is crucial for maintaining a competitive edge. In this blog, we’ll explore five key B2B marketing predictions for 2025 and actionable strategies to help businesses adapt and thrive.

1. The Rise of Creators and Influencer Marketing

Influencer marketing is no longer just a B2C strategy—B2B brands are rapidly embracing creators to build trust and credibility. According to LinkedIn, 61% of B2B leaders plan to increase their influencer marketing budgets. With the Creator Economy projected to reach $500 billion by 2027, now is the time for B2B brands to tap into this growing market.

Actionable Tip: Partner with industry-specific influencers and content creators who align with your brand values. Leverage their reach to engage prospects and generate high-quality leads through authentic storytelling.

2. AI Will Revolutionize B2B Marketing

AI is becoming a game-changer in B2B marketing, with 64% of B2B leaders planning to expand their investment in AI-driven solutions. From automating customer interactions to enhancing content personalization, AI is reshaping the way marketers create and optimize campaigns.

Actionable Tip: Implement AI-powered tools to enhance creative processes, streamline workflows, and generate data-driven insights that improve campaign performance.

3. Short-Form Video Will Dominate Content Strategies

Short-form video continues to gain traction, delivering high engagement and trust. Studies show that 55% of B2B marketers report the highest ROI from short-form social videos, while 63% of B2B buyers rely on video content to inform their purchasing decisions.

Actionable Tip: Invest in short-form video content that features industry experts, customer testimonials, and educational insights. Platforms like LinkedIn, YouTube Shorts, and TikTok for Business offer powerful distribution channels for reaching your target audience.

4. Performance Marketing Will Shift Toward Long-Term Impact

While performance marketing remains a priority, brands are shifting focus to measuring long-term effectiveness. Ebiquity’s 2025 Media Budgets Survey highlights that 42% of marketers are increasing their performance marketing budgets, but with a growing emphasis on long-term brand-building.

Actionable Tip: Leverage AI-driven analytics tools to track and optimize campaign performance. Balancing short-term ROI with long-term brand growth ensures sustainable success.

5. Collaborative Problem-Solving Will Be Essential

As B2B marketing becomes more complex, collaboration and human-centric skills are gaining importance. LinkedIn’s Marketing Jobs Outlook Report notes a 138% increase in demand for collaborative problem-solving skills between 2021 and 2023.

Actionable Tip: Build a culture of collaboration within your marketing teams. Invest in training programs that combine creative execution with AI-driven solutions to navigate evolving challenges effectively.

Final Thoughts

Adapting to these key B2B marketing trends in 2025 will be critical for staying ahead of the competition. By leveraging influencer marketing, AI innovations, video content, long-term performance strategies, and collaborative problem-solving, businesses can drive meaningful engagement and growth.

Looking to optimize your B2B marketing strategy for 2025? Contact us today to explore customized solutions tailored to your business needs!

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Mastering WeChat Channels’ Algorithm for Maximum Exposure

January 3, 2025

As the Chinese social media landscape continues to evolve, WeChat Channels (视频号) remains a crucial platform for brands looking to connect with Chinese audiences. The key to success on WeChat Channels lies in understanding its recommendation algorithm, which determines which content gets seen and by whom. This blog dives into the core of WeChat Channels’ algorithm, focusing on the different recommendation mechanisms, and provides actionable strategies for optimizing your content to maximize exposure.

Understanding the WeChat Channels Recommendation Algorithm

WeChat Channels stands apart from other video platforms, such as Douyin (抖音), by relying heavily on social recommendations rather than interest-based algorithms. According to recent data, 55% of the weight in content recommendations is based on social interactions, highlighting the importance of leveraging existing connections. In comparison, popular content recommendations account for only 15% of the total weight a breakdown of how WeChat Channels determines which content gets promote

  • Social Recommendations (55%)

Engagements from WeChat friends (likes, comments, shares, etc.) play a huge role in determining whether a video gets recommended. If a video receives interaction from users within their social circle, it’s more likely to be recommended to others, creating a snowball effect of increasing exposure.

  • Interest Algorithm Recommendations (20%)

Content is tagged with specific keywords that align with user interests. Based on the user’s interaction history, videos that match their interests are more likely to appear in their feeds. This system uses data such as previous content engagement to make accurate recommendations.

  • Engagement Algorithm Recommendations (15%)

This algorithm looks at engagement metrics such as the number of likes, comments, shares, and completion rates. New content enjoys an initial boost due to its timeliness, meaning fresh videos have a higher chance of being recommended in the early stages.

  • Geolocation Recommendations (5%)

Users are shown content from creators located near them or related to their region, helping them discover videos that are more relevant to their local environment.

  • Hashtag Recommendations (5%)

Hashtags, such as “#topic,” allow content to be aggregated in one clickable hyperlink. Videos tagged with popular or relevant hashtags often get higher visibility, particularly if they are among the top posts related to that topic.

 

Optimizing Your Content Strategy for WeChat Channels

To ensure that your content reaches a larger audience, it’s important to align your video production with WeChat’s recommendation logic. Here are a few practical tips to help your content perform better:

  • Leverage Social Networks for Social Recommendations

Encourage your followers to engage with your content through likes, comments, and shares. The more interactions your video generates within social circles, the more likely it will be recommended to others.

  • Focus on High-Quality Content

High-definition, clear audio, and unique content stand out on WeChat Channels. Videos that offer original value are more likely to be recommended than reused or low-quality content. Invest in creating videos that offer something new, whether it’s unique insights, educational content, or entertainment.

  • Engage Users Early: The Golden Three Hours

The first three hours after posting a video are critical. During this “Golden Three Hours,” high engagement rates such as completion rates and positive interactions (likes, shares, comments) can trigger further algorithmic promotion. Be sure to promote your videos actively during this window through WeChat Groups, Moments, and other social channels.

  • Publish During Peak User Activity

Timing your posts when your audience is most active can help you gain immediate traction. Posting during high-traffic hours (morning, lunch breaks, evening) maximizes your chances of hitting the right audience at the right time.

 

Building an Effective Content Strategy: Key Takeaways

  • High Engagement Drives More Exposure

Focus on creating shareable content that encourages users to engage through comments, shares, and likes.

  • Use Hashtags Wisely

Tag your content with trending or relevant hashtags to increase its discoverability.

  • Create Value-Driven Content

Ensure your content offers something unique that resonates with your audience. Whether it’s education, entertainment, or problem-solving, make sure it’s content with your audience values.

  • Optimize Timing

Publish your videos during peak engagement hours and during weekends to capture the maximum number of viewers.

 

Conclusion

By understanding WeChat Channels’ recommendation algorithm and aligning your content strategy with its logic, you can significantly increase your brand’s exposure on this platform. Remember, social interactions are at the core of WeChat Channels’ algorithm, so creating content that drives engagement is key to boosting your reach.

 

If you’re looking to optimize your content for WeChat Channels and need help navigating its recommendation algorithm, our team is here to assist you. Get in touch with us today to elevate your digital marketing strategy on WeChat Channels!

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Exploring Potential: Assessing China’s Latest Innovations in Landscape

February 7, 2024


1. Top 3 hottest experiential trends among China’s Gen Z

Here are the top picks from Xiaohongshu’s first-ever selection of “lifestyle inspirations”.

  • Attend night classes to pick up new skills.

Recent searches for “night school” have increased by an astounding 980% when compared to the same period last year, according to data from Dianping and Meituan. With over 8 million views and counting for the Xiaohongshu hashtag (#夜校), more inquisitive minds are probably going to follow in his footsteps.

  • Arrange to stay at a hotel by yourself and watch a tonne of TV.

This month’s most popular lifestyle inspiration hashtag (#厘在亦假) has received 35 million views.

  • Forget “old money” – embrace “no money style”

“no money style” invites people to exaggerate their lack of funds. This could mean wearing baggy, mismatched clothes (think taking out the bins or popping to the supermarket – the more ripped and stained the better) or simply wearing your favorite outfit on repeat. 

Link: https://daoinsights.com/opinions/top-3-hottest-experiential-trends-among-chinas-gen-z/

2. China and Singapore to allow mutual visa-free travel

From 9 February, CNY Eve, travellers with passports from either China or Singapore will be able to enter the reciprocal country visa-free and remain for 30 days. 

Within an hour of the announcement, searches for hotels and flights to Singapore increased 15 and 6 times, respectively, according to the travel booking website Fliggy. Singapore is now the fifth most popular place to go during the nine-day Chinese New Year holidays. 

Link: https://daoinsights.com/news/china-and-singapore-to-allow-mutual-visa-free-travel/

3. The best places to go for Chinese New Year in 2024

  • During CNY, there will be an estimated 9 billion domestic travels.
  • As per Ctrip, the most popular travel destinations are Indonesia, Malaysia, Singapore, Thailand, and Cambodia. 
  • While traditional Asian favourites include Hong Kong, Macau, Singapore, Thailand, and Japan, interest in emerging luxury hotspots like Dubai, Saudi Arabia, and Qatar is growing.
  • Millennials want experiences that are genuine and tailored to them; they want to engage with locals and become fully immersed in the culture.
  • The narratives and perceptions surrounding destinations are significantly shaped by KOL content shared on platforms such as Douyin and Xiaohongshu.

Link: https://jingdaily.com/posts/the-top-travel-destinations-for-chinese-new-year-2024

4. Gen Z unfiltered: Michael Kors peels back emotional layers of Chinese New Year

  • On January 31, Michael Kors premiered its 2024 Chinese New Year special short film, “Carry Your True Self,” 
  • The film takes a distinctive approach to conventional Lunar New Year ad shorts by employing a bold and incisive creative angle, capturing the inner emotional landscape of contemporary youth as they embark on their festival holidays.
  • As they prepare to reunite with family for the traditional festival, they unpack unnecessary burdens from their bags, shedding labels such as “aloofness,” “empty fame,” “busy individuals,” “emotional stability,” and “unnecessary obligations.” Choosing to liberate themselves from societal pressures, the protagonists opt for a more authentic and carefree return home.
  • In Michael Kors’ case, its Chinese New Year advertisement stands out for its genuine portrayal of the emotions young people experience during this traditional festival. Through the nuanced message of “Carry Your True Self,” the brand encourages a more relaxed approach to the holiday, which allows it to resonate with Chinese young generations.

Link: https://jingdaily.com/posts/inside-michael-kors-bold-chinese-new-year-narrative 

5. Why is the ‘mob wife’ fashion aesthetic gaining momentum?

  • From TikTok to the New York Times, the mob wife fashion aesthetic, that of opulence, extravagance and maximalist glamour, is gaining traction.
  • The aesthetic, made famous by the long-running crime series The Sopranos, often features bold statement pieces, including fur coats, high-end accessories, and ensembles that reflect wealth and status.
  • While the brashness of mob wife fashion stands in stark contrast to the prevailing trend of understated luxury on the runways, data analytics has substantiated its surge in popularity.
  • Ultimately, the trend resonates with those who appreciate the fusion of sophistication, drama, and a touch of rebellion in their fashion choices.

Link: https://fashionunited.com/news/fashion/why-is-the-mob-wife-fashion-aesthetic-gaining-momentum/2024012958106

6. TikTok faces large-scale content removal after major falling out with Universal Music Group

  • TikTok turned against its former cooperation partner Universal Music Group (UMG) overnight after the world’s largest music copyright owner threatened to remove all of the music it owns from the video-sharing platform, which lambasted UMG’s “self-serving actions” and characterized them as putting their interests above those of artists, songwriters, and fans. 
  • The dispute would reportedly also affect TikTok sibling Douyin, potentially causing both platforms to have to remove Universal songs from the huge number of videos using them as background music. The falling out with UMG may also lead to a similar response from other music companies.

Link: https://technode.com/2024/02/01/tiktok-faces-large-scale-content-removal-after-major-falling-out-with-universal-music-group/

7. In WeChat Channel, selling knives like this can break millions?

Knives are originally popular consumer goods with a strong and traditional atmosphere, but in the words of Wang Jinbo, the video anchor of “Zhang Xiaoquan Knife Flagship Store”, they collide with poetry, life insights, and English. It is this contrast that makes the live broadcast of this time-honored brand instantly become high-end.

With a full-time team of only 10 people, they quickly accumulated 600,000 followers and achieved sales of over one million yuan in the first week of broadcasting. On November 11, 2023, the number of viewers for the special session reached 1.4 million, and the single session sales exceeded one million yuan.

  • Brand content matches their Channel’s users
  • Live streaming has reached sufficient duration
  • It is selling knives, but also bringing knowledge expansion and emotional value through live streaming

Link: https://mp.weixin.qq.com/s/lvTH2sRJjenUJtv7POP1zw

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Revealing Opportunities: Analysing the Recent Progress in China’s Sector

January 8, 2024

1.Knowledge is power: 2023’s lessons from Douyin

  • Douyin, TikTok’s sister app in China, released a list of ‘hot words’ from their Douyin Knowledge community.

  • Douyin Knowledge is a community dedicated to educational and popular science content. This year, they compiled a list of 15 keywords that were most frequently asked, explained, and discussed on Douyin.

  • Some of these words are very science or sector-specific, while others have a wider appeal to people’s interests. The topics suggest that people want to learn more about these ideas.

    • City marketing and city-based marketing, ChatGPT and AI, Self-driving cars, Mixed reality, Co-brandings, Self-love…

Link: https://daoinsights.com/opinions/knowledge-is-power-what-people-learnt-on-douyin-in-2023/

 

2.China’s new beauty trend: Body care ‘Skinification’

  • Chinese consumers are no longer focusing just on facial skincare, but grooming themselves from head to toe. Body skincare has become a symbol of self-love for sophisticated young Chinese consumers.

  • From May 2022 to April 2023, the sales of body care products on Tmall and Taobao exceeded 7.2 billion (52 billion RMB). On lifestyle platform Xiaohongshu, searches for “body care” (身体护理) increased by 750 percent year on year in March this year.

  • Visible skin improvements are the priority. However, homegrown consumers also seek mental and physical wellness from their body care routines.

  • As a result, local C-beauty brands are upgrading their products’ functional and emotional value.

Link: https://jingdaily.com/posts/skinification-bodycare-china-beauty

 

3.China’s Gen Z ‘city walk’ phenomenon is good for brands

  • Fanhua, a TV series in China mainly discusses how the billionaire started his business career in Shanghai in the 80s.

  • Montagut’s brand was mentioned as the top clothing brand and regarded as a symbol of Wealth and Power.

Link:

https://www.douyin.com/video/7317597936349662483

https://www.163.com/dy/article/INHIKBK50552SQM1.html

 

4.The 2024 China core trend forecast

  • From the proliferation of K-pop to the internet culture leading the Y2K revival, Chinese consumers have taken a cue from global trends, as well as adding their own takes via the contribution of New Chinese style, or cartoon-influenced Kidulthood looks.

  • ABGhashtag in China has surged since 2020, amassing over 9.8 million posts on Xiaohongshu, and as Chinese international travel resumes, and with the rise of globalized and multicultural cultures via social media and in real life, the ABG trend can only continue to evolve in 2024. It will continue to see relevance given its association with women’s independence, worldliness and freedom of self-expression in the nation.

  • Kidulthood cartoon style (#元气卡通风), kidulthood as a continued means of escapism and form of respite, amid these uncertain times in China and the world.

  • Old money: 2023 saw the global return of old money style across, predict a continuation of the trend in both fast fashion and luxury

  • Yk2 China has come up with its own spin on the aughts, greater mixing and matching between retro and futuristic elements, consumers who channel Y2K in China seek respite from modern day life, needing moments of escapism via edgy, fun fashions.

Link: https://jingdaily.com/posts/the-2024-china-core-fashion-forecast

5.Red 2023 conclusion calendar

  • The Red summarizes the keywords and notes page views of each month in 2023, and tells users the key words of each month’s browsing through the form of a calendar

  • I suggest that GB use this format to preview some of the key events of 2024 to give users a comprehensive overview of the New Year’s plan

Link:
https://mp.weixin.qq.com/s/3CklN_ibfh5Ow4Ef13NSrQ

 

6.Douyin reported a 256% increase in gross merchandise volume (GMV) for local life services last year:

  • attributing the surge to its robust efforts in the local lifestyle sector, Douyin now hosts over 4.5 million offline merchants, encompassing restaurants and lifestyle activity providers, spanning across more than 370 Chinese cities.

  • This information was disclosed by Douyin on its official WeChat account on Wednesday.

  • Additionally, in 2023, transaction volume completed during livestreamings witnessed a remarkable 570% growth from the previous year

  • total sales generated from short videos saw an 83% increase compared to the prior year.

Link: https://mp.weixin.qq.com/s/Z1jCkk_JDyLc7V6pwIqHfw

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Discovering Possibilities: Assessing the Latest Advancements in China’s Industry

January 3, 2024

1.China’s Video Platforms Under Scrutiny Amid New Gov’t Campaign

  • The short video market in China has grown significantly; as of June, there were 1.02 billion online short video users, up 14.54 million from December 2022. 
  • Despite this expansion, the industry faces criticism for widespread dissemination of fabricated content. Content producers frequently create videos that cater to vulgar tastes or share sensationalist news in an effort to increase viewership and profits.
  • To address these concerns, Douyin, the Chinese version of TikTok, introduced measures in May requiring content creators to clearly label AI-generated content. This helps users distinguish between virtual and real content. 
  • Additionally, Weibo, the microblogging platform, initiated a trial of a “side note” function in September, similar to “community notes” on X (formerly Twitter). During this month-long campaign to counter inappropriate content and fake news, verified users can fact-check posts. 
  • Accounts or platforms found to be in violation face closure and penalties, as issued by the nation’s top internet watchdog.

LINK: https://mp.weixin.qq.com/s/CSDtfyeBj4SGDh37KGr46w

 

2.WeChat live shopping GMV hits 100 billion RMB

WeChat revealed on 11 December that WeChat’s shopping feature achieved 100 billion (13.9 billion USD) in gross merchandise volume this year.

Even with this remarkable number, sales of the specialized short video apps Douyin and Kuaishou, which are now the preferred online shopping destinations for many Chinese consumers, are still far below this amount. Douyin is expected to surpass Kuaishou’s sales of 800 million RMB (112.4 million USD) this year, with sales of 2 trillion RMB (281 billion USD).

Given that it has already developed a “pretty significant high-income and affluent customer base,” WeChat is now well-positioned to benefit from the expanding market for luxury live shopping. WeChat Channels can hopefully carve out a niche as the go-to destination for luxury live shopping, distinguishing itself from everyman apps Douyin and Kuaishou.

LINK: https://daoinsights.com/news/wechat-live-shopping-gmv-hits-100-billion/

 

 

3.China’s Gen Z ‘city walk’ phenomenon is good for brands

  • More than sixty percent of city walkers are wealthy, college-educated women in China’s first-tier cities between the ages of eighteen and thirty-five.
  • A growing number of lifestyle brands have already collaborated with regional influencers to produce themed city walks that are open to the public as part of their fan community.
  • To launch the brand’s newest coloring shade, Honey Light Gold, Schwarzkopf staged a “Color District” parade at Shanghai TX Huaihai Plaza. Taking advantage of the popularity of City Walk, the event brought together 10,000 spectators for the parade to celebrate bold styles and over 100 beauty KOLs.
  • Peco, a Chinese designer bag brand, adopted a playful approach with a “Dog Walk Show” on the streets of Shanghai to celebrate its ninth anniversary in late September. The brand styled nine models and dogs to stroll along the streets of Shanghai, with bag straps redesigned into leashes.
  • City walk’s resurgence is a uniquely contemporary Chinese phenomenon. The common thread uniting these city walk-related brand events is young people’s desire to get out more on the streets and live more in the moment.

 

 

 

 

 

 

LINK: https://jingdaily.com/posts/life-in-china-is-back-to-normal-so-why-are-foreign-tourists-skipping-the-country

 

4.Wechat account  test marketing content limit pop-up window

Users have been receiving relevant pop-up prompts in some WeChat account articles that contain marketing promotion information. These prompts indicate that the current content may contain unaudited third-party commercial marketing information, and users have the option to either continue reading the article or leave it.

Regarding this, a WeChat representative stated that “the pop-up window function is currently in the testing stage, and it is not a violation that will pop up; instead, the user will be repeatedly reminded and warned, and if the violation stays, the pop-up window will appear.”

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